Segmenting for success - The EE story


Working end-to-end with Basis, EE has created a strategic segmentation that both identifies value in the market and supports the development of propositions designed to meet consumer needs. In order to really influence marketing strategy, a research segmentation needs company-wide buy-in and the design of meaningful and motivating outputs is critical in ensuring this engagement and avoiding wear out. A successful segmentation must also adapt to changing market and business needs.To meet these criteria Basis and EE employed a multi-media, multi-faceted approach.

To maximise the effectiveness of the segmentation launch, the new segments were launched at a business-wide event at Wembley Stadium. Interactive walking tours of segment-specific rooms allowed total immersion with the segments brought to life through high quality video footage. EE identified 'segment champions' representing key business areas who provided pre-launch guidance and helped to build excitement and engagement. EE also developed an internal digital comms campaign including an online tool where employees answered 'golden questions' to find out their segment.

In order to maximise engagement with the segmentation, Basis developed a range of materials to bring the segmentation to life. We developed a series of stylised icons and colour palettes which helped to make the segments easily identifiable whilst still being in keeping with EE's tone of voice. We also developed series of segmentation postcards and fact packs in both digital and physical formats which allowed either 'at a glance' overviews or more detailed immersion with segment specific stories incorporating a wide range of sources. The segmentation was also made available on an mobile / tablet app which further enhanced access and engagement. The segmentation was further embedded into the business through tailored presentations to internal stakeholders, segment based reporting on core business KPIs and tracking the behaviour of key segments using actual usage data from the EE customer base.

The segmentation has been a real success story and is a key input into the brand's 2015 marketing planning process.

Michael Chan