Values, Attitudes and Lifestyle Profiles
To create successful marketing campaigns, it is essential to understand and connect with your target audience. One way to achieve this is by categorising them based on VAL (Values, Attitudes, and Lifestyles) segments. To improve your message, it is important to know the different VAL categories and explore their characteristics, motivations, and preferences. By gaining insights into these categories, you can tailor your marketing strategies to effectively engage and resonate with your target audience.
Actualisers/Innovators/Activators
This category consists of individuals with high incomes, diverse interests, and an openness to new ideas and technologies. They are constantly seeking personal growth, problem-solving, and information acquisition. Activators can be further divided into Tradition Activators, Achievement Activators, and Self-Expression Activators based on their motivations.
Thinkers/Fulfillers
Thinkers or Fulfillers are individuals who prioritise the preservation of established ideals and ethical codes. They value proven products and approaches, and take a conservative approach to change. They are thorough researchers, planners, and decision-makers, with a historical perspective and a preference for trusted and reliable options.
Achievers
Achievers are goal-oriented individuals with high incomes who strive for success and status. They prioritise professional and financial achievements, valuing knowledge, influence, and qualifications. They are private, peer-conscious, and appreciate technology that enhances productivity.
Experiencers
Experiencers are individuals with high resources who seek self-expression, excitement, and individuality. They actively pursue self-gratification and are often trendsetters in fashion and other areas. They enjoy visual stimulation, are sociable, and value friendship and community.
Believers
Believers rely on spirituality and faith for inspiration. They seek friendly communities and often find escapism in TV shows and romance novels. They prefer constancy, stability, and are loyal to brands. They have a modest attachment to any particular lifestyle and value a sense of belonging.
Strivers
Strivers have lower resources and are driven by achievement but struggle to realise their desires. They may experience unstable employment and find relief in video games and fantasy. They are fun-loving, imitative, and tend to follow low-status street culture, often seeking acceptance from their peer group.
Makers
Makers are individuals with lower resources who prioritise self-expression. They tend to be distrustful of government, have outdoor interests like hunting and fishing, and believe in traditional gender roles. They value straightforwardness and owning land, and some may be perceived as un-intellectual by others.
Strugglers/Constrained/Survivors
Strugglers or Constrained/Survivors belong to the lowest resource group and prioritise familiarity and routine. They have limited social circles and prefer not to challenge their opinions or try new ideas. They are risk-averse, thrifty, and loyal to brands that provide comfort and familiarity.
Understanding Your Target Audience:
By identifying which VAL category your target audience falls into, you can customise your marketing strategies to resonate with their motivations, preferences, and values. Gain insights into their lifestyles, interests, and media consumption habits to craft messages and visuals that align with their unique needs and aspirations. Going further, you may also need to tailor your brand to address their specific desires and pain points.
Conclusion
Effectively connecting with your target audience requires a deep understanding of their values, attitudes, and lifestyles. By categorising them into VAL segments, you can develop tailored marketing strategies that resonate with their motivations and preferences. Successful marketing goes beyond demographics and delves into the psychological and emotional factors that drive consumer behavior. So, take the time to analyse and segment your target audience based on VAL categories, and watch your marketing efforts yield greater engagement and success.
References
US Framework and VAls Types: https://www.strategicbusinessinsights.com/vals/ustypes.shtml