In the retail sector, companies know a great deal about their customers and, when planning marketing strategies, they break their market down into very specific segments. This helps them to target their marketing more successfully. In the public sector, where we are committed to offering a quality service across the board, it is harder to adopt the principle of aiming specific services or promotions to specific groups.
The promotion which is aimed at everybody tends to miss everybody. We need to target more specifically to be successful but we don't have to follow the standard differentiation of the commercial market based on lifestyle and income.
In planning targeted promotions think about new ways of differentiating between your users: