CHAPTER 6FINDING THE FRINGEIDENTIFYING CUSTOMER MICROSEGMENTS
MARKET SEGMENTATION
If you drive north of New York City for about 90 miles, you’ll come to a bucolic mountainous region called the Catskills. Several years ago, before the social media era, I was part of a multiagency team marketing a new luxury resort in that region. As the property was a fairly upscale vacation getaway, we were seeking potential customers who could afford to pay a few extra dollars to escape the vagaries of city life and enjoy a few days of being pampered. In consideration of the fact that we were appealing to affluent consumers in the New York City area, that was ...
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