STP marketing, the abbreviation for segmentation, targeting and positioning, is one of the most important concepts for modern marketing.
While mass marketing is akin to spraying the market with a machine gun, the STP model takes a sniper-like approach in getting specific about the target and the conditions they exist in.
STP represents the change in marketing from a product-centric focus to a customer-centric one, so brands can analyze and understand their target audience and position themselves to better appeal to them.
In this article, you’ll learn what STP marketing is, its benefits and top examples to learn how to leverage it in your brand strategy.
STP marketing is a three step model that allows brands to
#1 Segment Their Market
#2 Target Specific Segments
#3 Position To Appeal To Those Segments
It allows brands to develop hyper-targeted positioning and messaging which translate into more effective marketing strategies more relevant to their targeted groups.
STP is an acronym for the three described steps: Segmentation, Targeting, and Positioning.
Using the STP process, brands are armed with a powerful and highly relevant understanding of their audience, their challenges, fears, desires, wants and needs.
In other words… They have everything they need to resonate and influence the buying decision.
The segmentation, targeting and positioning model is highly effective as it trims the fat and unnecessary cost and effort of marketing to groups who are unlikely to want or need what the brand has to offer.
Essentially, marketing becomes cheaper and responses are dramatically enhanced.
On the flip side, brands that avoid the STP approach and use broad-based messaging and positioning are less relevant to their audience and have to work much harder to achieve the desired response.
In fact, almost 60% of customers say that personalization directly affects their decisions to buy from certain brands, while 44% agreed that experiencing personalized shopping definitely influences them to buy from that brand again.