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We have been commissioned to design and produce the S3 architects website.

As a small practice, their activities concentrate on the domestic household market with particular emphasis on extensions, conversions and renovations. We will design the site with these services in mind to enable the viewer to find what they are interested in quickly. Navigation for the site will be based on how potential customers will search for the services S3 offers, and they will be directed to the content which is applicable.

Throughout the site we’ve also added some useful tips and hints so the reader can make the right and informed decision on the work they need done.

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Focus your business on the customer and what they want by using reliable information to achieve the best possible results. A good starting point is customer segmentation, a marketing term for dividing your customers into manageable clusters or groups. This process allows you to target customers with messages, products and offers which are specific and relevant to them. There are various ways to segment your customers. Here are a few examples:

• Gender
• Age
• Location
• Affluence
• Historical spend
• Loyalty / frequency

It is not difficult to obtain customer information, the trick is to understand why you want it and what you can do with it. Not knowing how to segment your customers doesn’t mean you won’t have a successful business – but guaranteed, knowing and utilising the information will dramatically improve your marketing and in turn your sales and profitability. The most successful marketing campaigns come from knowing your customers, both existing and prospective. So to explain why customer segmentation is important: Thomas started working for a national builders merchant who didn’t segment customers. This meant, that whatever marketing material was produced, every customer on the database of 250k+ received it (the Scattergun approach). One of the first things he implemented was customer segmentation in order to target the right people with information that was relevant and of interest. ___________________________________________________________________ EXAMPLE Brick Brochure What would have happened with scattergun approach?

	Scattergun	Customer Segmentation
Target customers	Everyone – including plumbers, plasterers, painting and decorating, etc	Customers with historical spend on bricks and associated products Customer classifications linked to brick usage
Quantity of customers	250k+	30k
Printed brochures (including quantity for branches)	300k	60k
Mailing costs @ 25p ea	£62,500	£7,500
Saving on mailing alone		£55,000

Just by segmenting the customers Thomas managed to:

• Deliver the right message to customers interested in bricks
• Save money on printing
• Save money on postage
• Focus the company marketing so customer started to receive information applicable to them
• Allowed marketing campaigns to be measured

Just by applying customer segmentation improved the overall marketing output, the quality of the material, the relationship with customers and the accurate measurement of campaigns versus cost. Effective marketing should improve sales and profitability. If yours doesn’t, then speak to H1 Design and make sure your marketing is making a positive impression to your bottom line.

customer segmentation, marketing advice

Most businesses know they should have a website or a web presence. It allows existing and potential customers to see where they are and the things they do. However, few think about the customer first and what and how they look for products and services.

If a site is not focused on what customers are looking for, then a huge business opportunity is being missed.

For the vast majority of businesses their website is the biggest and sometimes the only customer facing brand element and if done correctly, has the potential to cost effectively communicate to a wide audience. A website should allow a business to generate sales leads, educate, promote, sell and reinforce. However, few think about the business opportunity and how massive it could be. It’s not just about having a good-looking site (although the site should professionally reflect the business personality), a well thought out strategic site should deliver income and quickly payback on the initial investment to create and build.

That’s why when H1 produces a site, we look at the customer first and what they are looking for. We look at Search Engine Optimasation of your site with the aim of getting you to the front page of the major search engines such as Google, Yahoo and Bing. That means that when we produce your site it is searchable, customer focused and gives the information a customer is looking for.

Want to know more? Give us a call today to talk through your options.

Focus on..., website