Reflection On Segmentation

Event Reflection

Segmentation or target marketing can be considered a highly efficient instrument in terms of addressing specific groups instead of targeting the crowd. It allows dividing the overall mass of people in accordance with their distinctive features such as age, sex, nationality, religion, views, perceptions and aspirations, etc. It is crucial to take into account such differences as it contributes towards the creation of a more refined and, thus, effective message that is meant to target a certain group.

In this regard, event managers can rely on the segmentation or target marketing when trying to maximize the attendance at events, whereas there can be inhibitors as well as motivators for people to participate in such meetings

On the one hand, target marketing makes the efforts more oriented and helps in focusing on a specific group of people. Therefore, each segment receives a unique message with the most suitable content. Furthermore, it sets goals that can be measured. Due to this fact, the process of targeting certain group can be altered and enhanced at any time. On the other hand, target marketing requires a detailed research that not only defines but also makes a thorough study of each group or segment. Such investigation takes time and can be expensive to a considerable degree. Moreover, the overall segmentation involves the process of reviewing the research data in order to single out several groups with similar distinctive features. The more detailed and quality the research is, the more time it consumes. In addition, focusing on small segments may not always be effective as substantially larger amount of people can be attracted despite the fact they have not been targeted

Apparently, it is essential to consider all of them as all cohorts have diverse motivators and inhibitors to event attendance. The oldest generation or the Matures are exceptionally loyal and need a consistency in their work and lives. The Baby Boomers are loyal as well, since they believe that dedication is rewarded with prosperity and respect over time. Nonetheless, they try to avoid changing and are less technologically competent relying on social interactions as the main contribution towards success. Generation Xers can be described as relatively not so loyal unless there are considerable career perspectives. They need to receive approval and remuneration at once not willing to wait or sacrifice other spheres of their lives. Generation Y are the most technically competent. Similarly to the Matures, they are loyal to a substantial degree. Generation Yers look for professional challenges and respective satisfaction from the job done (Severt, Fjelstul & Breiter, 2009). The findings are precise and accurate, showing the preferences and peculiarities of each cohort. The loyalty and technical competence are indisputable, while the desire of career advancement and suitable rewards can be attributed to any generation and depends on a person