Don’t speak to everyone: the Power of STP Marketing.
Why do so many businesses struggle to connect with their ideal customers?
Because they’re trying to speak to everyone—and in doing so, they speak to no one.
That’s where STP marketing comes in. Segmentation, Targeting, and Positioning (STP) is a framework that transforms how businesses reach their audiences. It’s not just for big brands; even small businesses can use it to create smarter, more effective marketing strategies.
Here’s how it works:
- Segmentation: We divide our audiences into smaller groups based on characteristics like demographics, behaviours, or requirements.
- Targeting: Select the group(s) that align best with our business goals.
- Positioning: Tailor our messaging to show why our product or service is the perfect fit for that group.
Why does this matter? Because mass marketing—trying to appeal to everyone—often wastes resources and misses the mark. STP ensures our efforts are focused on the people who matter most.
Based on the work of Wendell R. Smith in the 1950s, STP Marketing was part of a pivotal moment in marketing history and marked the shift from mass marketing to personalised strategies.
Speaking with everyone at the same time often means our messages become diluted. Trying to compete on everything is exhausting. It’s like attempting to create a music playlist to suit our moods at all times. Our tunes won’t resonate at all times.
By using STP, we can all maximise our resources, build stronger connections, and create campaigns that ring true.
Clients will feel like our businesses truly understand their aspirations for their organisations and will keep coming back.
“Do what you do so well that they will want to see it again and bring their friends.” – Walt Disney.
Thank you for reading.
