The SMUK model: select the right target group

SMUK is an acronym that covers four assessment criteria you can use to choose the perfect audience. Once you have selected a number of segments that are interesting for your business or perhaps for the launch of an upcoming product, the SMUK model is the final step towards selecting which of these segments are relevant and useful.

The SMUK model assesses each segment based on four criteria that take into account both internal and external elements of the company. Based on the four criteria, you can compare the segments and assess which target group will be most valuable to your business. The model makes it easy and straightforward to carry out a planned target group analysis.

In this way, it is related to the STP model and similar segmentation models - you can read more about the STP model in this article from our colleagues at Nordic Social.

The S stands for size and growth, which means you should take into account the size of the segment as well as their purchasing power. Purchasing power is relevant as it determines whether the segment has the potential to grow in the future. For example, a segment with high or increasing purchasing power will be more attractive than a segment with lower or stagnant purchasing power. It is important that you not only choose a target group based on its size, but that you also consider whether it is interested in your business or product.

The M is about whether there is an opportunity to influence each segment in the long term, and what media you can use to do this. It is relevant to consider how many different media each segment uses, as well as how broadly each media can reach. A segment that uses only one channel, such as newspaper or TV, will be less attractive than a target group that is on several different media.

Expenditure is about assessing the costs and economic benefits involved in reaching any segment. Costs include both online marketing and physical materials such as posters and banners. For this criterion, it is important to consider what you want to achieve by reaching the target audience, and therefore whether the goal is worth the financial cost.

The last element of the SMUK model is the K, which refers to the competitive situation of your company. It is necessary to be aware of just this, as it is difficult to enter a market that has a high level of competition in advance. To assess the competitive situation, you can read more about creating the perfect business strategy through a marketing mix.

When entering a new market or introducing a new product, it is important to stand out from the competition to create visibility among consumers. In addition, it is relevant that your company or campaign explains what is unique about your product.

Now that you've had a brief introduction to the model's four criteria, you're ready to execute - the question is just how? It's actually quite simple to use.

Once you have your selected target groups from previous segmentation models such as the Minerva model, the SMUK model is used to assess and select which target group or groups are relevant to your business. You assess each segment based on the model's criteria and then decide which target group is most attractive by comparison.

It is also relevant to mention that you do not have to stick to one segment only - you can easily target several. Once you have selected the target group or groups you want to focus on, you can start to develop a marketing strategy that reaches them.

Finally, it is also important to point out that the criteria included in the SMUK model are typically based on assumptions about what a situation will look like. It is virtually impossible to predict how different business situations will unfold and operate.

This was a brief introduction to the SMUK model and how you can use it to sharpen your target audience and assess where to put your efforts. Knowing your consumers and their purchasing power is an essential part of running an effective and growing business. If you need any sparring or advice in finding the right audience or creating digital visibility, don't hesitate to drop us a line.

At Webamp we are an agency that deals with SEO, Google advertising and additional digital marketing - we are also experts in targeting both through Facebook advertising and SoMe marketing. Contact me or one of my colleagues at Webamp on tel. 70 60 50 28 or by email at info@webamp.dk.