Layered Customer Segmentation
Marc Shillum
Helping people, organizations and the planet derive the most value from the least amount of resources. Founding CXO Matternet, Former CXO RH, former Condé Nast and eBay. Author, 'Brands as Patterns' — MA(RCA) FRSA
My penultimate project at Method was one of my favorites and it created my most esoteric piece of visual thinking to date.
Cecilia Weckstrom who ran Lego.com had attended my panel discussion at SXSW. She's one of the most enlightened thinkers of the changing nature of Brand and she invited me to talk to lego about the changing nature of the business and how the digital world has shifted the relationship the relationship between product and marketing.
Lego fans connect with the brand when they want, how they want, using the device and service platform they want. The existing ‘classic’ channel thinking and segmentation models were creating artificial boundaries defined more by company organization than consumer behavior.
The work-sessions illuminated a wonderful piece of insight:
Lego isn’t a product targeted at various segments, Lego is a language which enables communication between multiple user segments.
We realized that a more layered approach to segmentation presented lego as a tool for parents, children, brothers and sisters to connect. By doing this, each user can experience the width of the product portfolio instead of a single vertical.
The Lego film already used this model to perfection. The story is presented to the Young Viewer, the back story is shared between the Adult and Child but the Subtext is reserved for the Adult. Everyone is involved, everyone is sustained.