January 3, 2012 Leave a comment
Aristotle is reported to have coined this phrase which has been applied to matters of science over the centuries. It occurs to me that it is very appropriate to apply it to segmentation. The whole (of an audience) is great than the sum of its parts (segments).
What inspired this thinking were the differentiated ads used to promote “Joyful Noise”, a Warner Brothers film scheduled for a Jan 13th release. I was watching wayyy too much TV over the holidays (disclaimer: the specific programs noted may or may not be accurate but are my best recollection!) I saw three different versions of the “Joyful Noise” spot on three different channels. Each spot was easily recognized as being customized for the respective channel audience.
On BET the spot focused on the gospel show choir aspect of the film. The commercial airing in Glee reinforced the relationship between the two young choir members. The ad on the broadcast station prime time showcased the older female appeal of Dolly Parton and Queen Latifah.
In the fringe of each of these segments are additional interested audiences. The fringe of a segment has a higher relevancy and chance of engagement than a non segment. The whole appeal of these three “Joyful Noise” segments is inclusive of the audiences in the fringe. The whole result is a greater reach than the sum of the absolute segments. Aristotle had no idea of his impact on market segmentation!