With the Young Urban Professionals (Yuppies), we briefly go back in time to the 1980s. This is where the term was born in Anglo-Saxon culture, particularly in the USA.
Segmenting markets and defining target groups is a tricky subject for many companies. A good knowledge of your own target group is the key tool for every marketer and the basis for customer-centric marketing. This is because precise targeting serves to bring your own products and services to the man or the yuppie and to make sales-oriented decisions. Ultimately, the offer must match the customer's needs.
There are different target group profiles that have now made a name for themselves in marketing jargon. These include, for example, Generation Y, Generation Z and the Best Agers.
Typological target group models such as the Sinus Milieus® also play a planning role. Here, for example, terms such as Middle Class or Performer are used to better describe values and orientations. Segmentation therefore helps to summarize human purchasing behaviour and preferences in specific groups. Ultimately, they want to be persuaded to buy with targeted campaigns.
Good to know... The term "buyer personas" is a new way of defining target groups in the marketing world. As the name suggests, this is no longer just a group but individual customer profiles. This involves a fictitious person who corresponds to a typical customer from the target group, whom you try to describe in the best possible way.
How do you arrive at such a target group profile?
Let's stay with the target group profile of the yuppies. This would generally be described as follows: young, well-educated adults from the urban middle class . We define Yuppies with the appropriate characteristics: high-consumption & young households result in attributes such as DINKS (Double Income No Kids) + high-consumption singles under 35 years of age in the Nexiga database .
Nexiga calculates this market date at various geographical levels, from municipalities to the detailed levels (Neighbourhood or Micro postal code). Incidentally, we do this with all target groups. On the one hand, this complies with data protection regulations and at the same time avoids unnecessary wastage when targeting advertising campaigns.
Location intelligence versus gut feeling
Like all target groups, yuppies vary from region to region. As the term is still somehow clichéd today, you would normally follow your gut feeling. A comparison of Munich and Düsseldorf can therefore be exciting.
Where would you expect to find a higher number of yuppies in these two cities? Take the test!
My first thought would be that Munich is quite chic and that a lot of yuppies live there. But I would say the same about Düsseldorf. So if I had to make a regional decision to reach my target group in the best possible way, I would prefer to use reliable data and facts.
Gaining knowledge
Even if it is tempting and your gut feeling was right in this case. Rather rely on a professionally experienced target group analysis with meaningful market data.
Yuppies are an interesting target group for a wide range of high-quality and high-priced products and services, from cars to leisure/holiday activities. They are also characterized by a high level of mobility. The journey to the next shopping experience can be longer - after all, the chic car shouldn't just sit in the garage.