How to segment your customers using SONAR. The one thing you need as a Marketing Manager is good results. Understanding your customer base is one of the first things you will need to do to get good results. How you do that is by segmenting customers by the dimensions that affect purchase decisions most. There are two of these dimensions thoroughly covered in SONAR, the geodemographic profiling system. The first is affluence and the second is lifestage. A SONAR profile provides analysis by both affluence and lifestage. This video covers how SONAR is structured. Lifestage codes are given to the stage of life you are at. Such as young singles - this is group A. Such as most affluent - this is group 1. So A1 are young affluent people. Better still, the groups are broken down further. So, A11 is the most affluent A1 sub-group. This level of segmentation gives the marketing manager fantastic power to understand and replicate their customer base. The best thing you can do now is call Graham Arrowsmith, MD of Finely Fettled, a marketing services consultancy dedicated to attracting new consumer customers for clients. Graham is available on 01535 654930 or via email on graham@finelyfettled.co.uk

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