Valuegraphics: A Different Way to Reach Your Target Audience
If you are a marketing professional, then you know how inaccurate demographics can be when defining your target audience. Demographics use statistics like age, income level, race, and sex, to define populations. Advances in medical technology have made age more of just a number than ever before. Some people who take care of themselves are able to have the same passions of people in their twenties and thirties when they themselves might be pushing into their late sixties. The line of the generation divide is blurred. In light of recent events, the US has become more multicultural than ever before. People are doing a much better job of celebrating others from different backgrounds and adopting their interests. Just targeting race or ethnicity isn’t enough in the melting pot that is the US.
In the changing landscape of culture and technology, an alternative has arrived in the form of values, more specifically Valuegraphics. Valuegraphics are the brainchild of David Allison, and is a big data tool capable of identifying what truly matters to people. This system groups people based on values instead of traditional demographic data. Fifty six unique values to be exact. These values are based on surveys that have been conducted all over the world. You can use these surveys on your own target audience to gain an understanding of what drives them. Most importantly, Valuegraphics identify values that are shared across groups of people, showing us that we are a lot closer than we would expect.
These values are also organized into spires. Spires are archetypes that group people together based upon a main shared value, and all the other values they will also agree upon. People with the same core values are more likely to agree on a wide range of smaller values. Around 76% to 89% more likely, in fact. This shows that people gather together based upon values and interests, not age or income.
Valuegraphics: Real World Scenarios
So what does a value look like and mean? Because Valuegraphics are based on human needs, let’s use a human example to illustrate how it works. Meet Ben. Ben is a self-proclaimed workaholic. When there is a task to be done he will complete it. Ben also enjoys doing exciting things with his friends, like hiking, camping, and going to music festivals. In the eyes of Valuegraphics, Ben would test high in Adventure. What does that mean? That means Ben values an experience in everything he does. Ben wants to be able to take a part of that experience with him, something that he can tell others about. Products and campaigns that would appeal to Ben need to be avant-garde and exciting, and they need to provide an experience above everything else.
Now let’s look at someone who might test a bit differently. Meet Maggie. Maggie deeply values personal time, or time with someone close to her. Maggie is organized and meticulous, and values planning and security in her everyday life. If you haven’t guessed it already, Maggie is someone who tests high in Safety. That means she values things that can give her peace of mind, consistency and comfort. That means spaces that are clean and well lit will appeal to her.
While it may seem these two people are polar opposites, what if I told you that they were both good friends to one another? Ben and Maggie may even be in different archetypes, but they can still find common ground together. This means that people can find shared values in each other despite seemingly opposite interests and concerns. This is what truly makes Valuegraphics so powerful. It gives a marketer the ability to find what different segments of your audience have in common.
Why Valuegraphics Matter
Why do Valuegraphics matter? When asking a question as a marketer, how well do you really know your audience? Some of your decisions as a marketer will be based on age, geography, and income. While there are still some applications to taking this in mind, using values allows you to truly know your target audience. Knowing your audience allows your efforts to impact them personally.
Valuegraphics goes far beyond selling to people efficiently, although it excels at doing this. This system can fundamentally change how we look at other people around us. Instead of looking at how old someone is or how much money they make and letting that define them, we could look at each other for what really matters to each other and find commonalities that go far beyond where we live or how many years we have spent on this planet. Valuegraphics offer a solution for a growing problem in the marketing industry, and is poised to change how we look at society around us. What’s more optimistic than that?
Be a Part of Marketing’s Future
Do you want to be a part of digital marketing? Online Optimism is a great place to start. We’re a digital marketing agency that is optimistic about the future and open to new ideas. Innovation is one of our core values and we strive to hustle hard and always optimize. If you think you want to join the marketing industry, Online Optimism is the best place to start. Consider our specialist program to get your introduction into the marketing world.