The SMUK model: Select the right target group
Despite the adorable name, the SMUK model is not about beauty treatments or makeovers. This model is yet another of marketing experts' and business students' favorite segmentation models. The SMUK model is typically the last step of the segmentation process before you can start working on a relevant target group strategy. If you are not yet familiar with the SMUK model, here is a clear overview of its content and usability.

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What is the SMUK model?
SMUK is an acronym that covers four assessment criteria you can use to select the perfect target group. 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 for 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 conduct 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.

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S - Size and growth
The S stands for size and growth, which means that you should take into account the size of the segment and their purchasing power. Buying 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's important that you don't just choose a target group based on its size, but that you also consider whether it has an interest in your company or product.
M - Machining option
The M is about whether there is an opportunity to influence the individual segment in the long term and which media you can use to do this. It is relevant to consider how many different media each segment uses and how wide each medium can reach. A segment that only uses a single channel, such as newspapers or TV, will be less attractive than a target group that is on several different media.
U - Machining costs
Spend is about assessing the costs and financial 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 whether the goal is worth the financial cost.
K - Competitive situation in the segment
The final element of the SMUK model is the K, which refers to the competitive situation your company is in. It is necessary to be aware of this, as it is difficult to enter a market that already has a high level of competition. 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's important that you 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.
How do I use the SMUK model?
Now that you've had a brief introduction to the model's four criteria, you're ready to execute - the question is how? It's actually quite simple to use.
Once you have your selected target groups from previous segmentation models such as the Minerva model, use the SMUK model to assess and select which target group or target groups are relevant to your business. You assess each segment based on the model's criteria, after which you can determine which target group is most attractive by comparison.
It's also worth mentioning that you don't have to stick to just one segment - you can target several. Once you have chosen which target group(s) you want to focus on, you can start creating a marketing strategy to reach 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 work.
Get a marketing strategy that creates value
This was a brief introduction to the SMUK model and how you can use it to sharpen your target audience and assess where to focus your efforts. Knowing your consumers and their purchasing power is an essential part of running an effective and growing business. If you need sparring and advice on finding the right target group or creating digital visibility, don't hesitate to send us a message.
At Amplify, we are an agency that deals with SEO, Google advertising and additional digital marketing - we are also experts in reaching the target audience through both Facebook advertising and SoMe marketing. Contact me or one of my colleagues at Amplify on tel. +45 70 60 50 28 or via email at info@amplify.dk.
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