Even Hershey’s Does Persona Research

The best laid plans are founded on research (or at least that is what we believe here at Geary).  Hershey’s seems to think the same.  It has recently segmented their chocolate-consuming audience into 6 groups ranging from “loyal indulgers” to “engaged, exploring muchers.”

To up sales based on this reasearch, the long loved chocolateer has also vowed to increase their advertising spending by 20 percent in each of the next two years.  Budgets will focus on Recee’s which they consider to be their flagship brand. 

This does just go to show that there are segmenting options for every brand whether you are promoting dish soap, chocolate or internet advertising services.  Every consumer wants something different and expects to be interacted with accordingly.  Targeting techniques, be it behavioral, demographic, geographic or pshyographic, can all help marketers reach their audience segments and speak to them about their specific needs. 

If Forrest is right and life really is like a box of chocolates, then which one are you?