To better understand who buys General Motors vehicles, we looked at their customer base within the City of Toronto through the lens of PRIZM, our comprehensive segmentation system. We then divided the automaker’s customers into one of seven groups to target for direct marketing.
Once we had identified the seven prominent GM segments, our Insights Analysts built personas around each target group, such as “City Renters” and “Multicultural Suburbanites.” These personas considered several different factors, including demographics, media usage and psychographic profiles. The analysis revealed which segments accounted for the most sales of Chevrolet vehicles in Toronto, which were underperforming and which offered the greatest opportunity for growth.
Finally, we helped GM develop their media plan. We started by mapping out each segment using ENVISION to see where they live and then looking at the personas to see what media they consume. City Renters, for instance, were heavy consumers of TV, newspapers and direct mail, while radio was a better channel for reaching Multicultural Suburbanites.