Ever since I put the Positioning Roulette flashcards for sale online, it’s been interesting to see who buys them. Data is fun. So I thought I break down the type of people who’ve bought a set (or several). My own little Positioning Roulette flashcards customer segmentation study so to say.
Since launch, I’ve sold several hundred copies of the flashcards. Approximately 60% to people living in the US and Canada and 40% to people from around the globe. And a far as I can tell, my buyers can be classified in following 4 groups (I’m sure some of the motivations overlap):
- Friends who mean well – 30% of all orders, who want to see what I am up to and/or who want to help me promote the flashcards.
- Acquaintances I technically compete with in a friendly manner – 20% of all orders. Those are people, often strategists, I used to work with and who are now also consulting or freelancing. I suspect this group is curious about the cards and want to see what competition is up to. I do that too, that’s part of the business and keeping up.
- People who don’t know me but seem interested in a new strategy tool, around 40% of all orders. Those are often strategists or creatives working at advertising agencies around the globe or consulting firms that seem interested in and curious about a new strategic tool and maybe expand their way of working.
- Thought leaders that are quick at checking the latest tools out there – 10% of all orders. Those are usually strategists working at really cool companies (companies like Google, Facebook, etc.) or very progressive consulting firms (I’ll withhold their names out of professional courtesy). I suspect those are the type of people who want to keep up with the latest, probably one of the reasons they are the thought leaders in their fields. One defining characteristic of this group is that they buy 3 or more sets right away, probably to share around their organization and get their team mates feedback.
The feedback so far has been great even though I suspect that those who didn’t like the cards or didn’t know how to use them probably didn’t want to or bother letting me know. One marketing professor who ordered one set to work on with his students was disappointed because the cards didn’t help him meet his course objectives even though several of his students bought the cards after the class (however I’m thrilled he let me know his disappointment). However he also acknowledged that his expectations might have been unrealistic.
And finally the best feedback (or I should say most rewarding feedback) was from a strategist working at a really cool consulting and research firm that falls into the “thought leader” category and that shall remain anonymous (and who ordered 3 sets right away) who wrote:
“I recently used these with my colleagues at XXX and we were astonished how well they worked and how quickly we were able to hone in on a territory for the brand we were working on. A team that had already worked on a positioning for weeks got some folks in the office together, told us nothing about where they’d arrived and we broke into teams and used the cards and in 20 minutes built pretty much what the team that had been working on it for weeks had come up with. Very cool tool to scrape the corners of your brain. We’re planning on using them whenever we’ve got a positioning assignment!”
This type of feedback obviously makes my day, especially coming from this firm.
Have you bought a set? If yes, in what customer segment do you fall in? Did I miss one? And what were your thoughts and feedback? I’ve started to work on Positioning-Roulette 2.0 so any and every feedback, good or bad, is very welcome and very much appreciated.