Client Success Stories » Audi
Audi Zeros In On An Optimal Target Group
Like many other luxury car companies, Audi used demographic data to identify their primary customer target. In this particular case, their focus was broadly defined as the 25 million urban males aged 30+ who earn $75K+ a year. Marketing initiatives were executed against this audience.
Dissatisfied with the return on their marketing investment, Audi's Ad Agency hired Twenty-Ten to re-segment the market, using key attitudinal motivators related to this industry. Based on our analysis, we were also asked to identify the optimal prospect segments.
What would motivate consumers to buy an Audi?
The challenge was to better understand the pattern of motivations for luxury cars: how they clustered together, and what pulled them apart. Working with the Agency team, Twenty-Ten was able to create a new consumer segmentation scheme as well as an optimal prospect profile for Audi. As an example, one of the segments identified was called "Look at Me" - a personality type motivated to buy certain brands of luxury cars based on the following criteria:
"My car should attract attention"
"I choose my car on looks"
"I indulge myself through the car I drive"
"My car should be a reward for success"
"In my car, I'm in charge"
"I want people to notice me"
"I'll be able to afford a more expensive car within 5 years"
Finding their customers
Armed with this new understanding of the marketplace, Twenty-Ten was able to profile each segment and help Audi understand which best aligned with their products and brand image.