Tecovas

CHALLENGE

HELP TECOVAS SEGMENT THEIR CUSTOMERS TO BUILD CUSTOMIZED, TARGETED MESSAGING.

Tecovas is a handmade, high-quality, boot brand which provides savings over retail by shipping direct to the customer.

HOTS was tasked to review the Tecovas customer database and develop a questionnaire to effectively segment customers based upon buying habits. The goal was to group customers using category motivations and media preferences, providing more actionability for messaging and targeting than simple demographics.

The results allowed for a successful segmentation of the Tecovas customer database. Tecovas utilized the information to create new messaging targeted specifically to the segments.

RESEARCH DESIGN

Working from client objectives and some hypotheses about existing customers, HOTS was able to develop a comprehensive questionnaire designed to pull apart the database into distinct groups based on attitudes and attributes.

The question sequence covered:

  • Apparel and Footwear Shopping Attitudes & Priorities

  • Budget

  • Emotional Drivers

  • Wearing Frequency

  • Wearing Occasions

  • Purchase Behavior

  • Brand Affinity towards Tecovas, competitors

  • Net Promoter

  • Purchase Barriers

  • Media Preferences

  • Hobbies

  • Demographics

FIELDWORK AND ANALYSIS

HOTS worked with Tecovas and a programming partner to turn the questionnaire into an online survey to be emailed to the Tecovas database. A critical mass of completed surveys was returned within a few days, and in partnership with Tecovas, we applied advanced statistical approaches to parse the sample into intuitive segments. From there the Tecovas team could re-run all attributes by these five groups and look for actionable ways to reach and persuade different customer types. Internally, the Tecovas team could rally around these customer definitions as they continue to develop creative assets and future products.

TARGETING

Tecovas developed email, digital, and video variants targeted in messaging and tone to the various database segments. Media placement of these campaigns were designed to reach customers in the channels they use, with a message that would compel them to purchase, consider, or re-purchase Tecovas.

THE SUMMARY

Nothing improves marketing effectiveness and efficiency more than a strong understanding of the customer. Tecovas layered the rational and emotional motivators of their core customers over their already strong brand message and creative to get more from advertising and increase reach and loyalty.