Demographics is what we use to figure out where people are that are interested in what we have to offer them. If you've got a product that will benefit kids, it's the parents you want to talk to, and usually it's the mother who is most influential when it comes to purchasing for kids. Mother's are rather particular though, and prefer to buy from brands or people they have always gone to. So instead of going directly to mothers, your best bet is to contact companies that already have a lot of pull with moms.
Now, although we can pretty safely say that most mothers where the pants when it comes to purchasing for the kids needs, you still have to consider which mother's market you are trying to attract. Younger mothers tend to spend the most but have the least amount of cash. More experienced and/or older mother's have more money to spend, but are less likely to spend on newer products or services unless it will make their lives ten times easier and there isn't very much risk involved.
There are all sorts of gray areas in between, aside from age, experience and income level. Family size makes a difference, as the mother who has more than two kids, is aching for fixes more than a mother of one. Though that same mother of more than three, also has to spread her money out better between the whole family, and so is less likely to just buy any old thing. Then you have the various cultures and spiritual backgrounds, which help dictate what a mother values in her families life. Basically, you need to understand that every mother has a different psychographic segment on top of everything else.
Once you understand what drives your customers to buy something, you can then take that knowledge and use it to pinpoint the businesses where they shop, and market to those businesses. Then you just need to go out and get in touch with all the businesses who already attract your customers and offer them the chance to help their customers with your product or service.
Tuesday, December 6, 2011
Monday, December 5, 2011
Demography - A Priceless Skill
Demography is what is used to develop Demographics, and it is the art of making generalizations about groups of people in various economic, cultural, age, gender and racial backgrounds. It's essentially a subtopic of Sociology, though that doesn't mean it's any smaller or any less complicated. Don't get me wrong, it's not complicated enough to be rocket science, though it's definitely harder then remembering to brush your teeth three times a day three-hundred sixty-five days a year for the rest of your life. =)
It's because of the intense amount of memorization and the somewhat time consuming art of putting together your demographic research, especially when you're just starting out. It's a priceless skill though, and even after the first time you start using the skill, you'll notice immense benefits.
Once you've formed a consistent ability to recognize demographics, you'll have an easier time making correct assumptions about the types of people who will be most interested in your product or service, and from there you branch into Firmographics and start to understand the way that organizations work, and add that to your tool belt for marketing to businesses.
Demography is a skill, that as a business owner myself, I would consider more valuable then almost any other skill. It's the art of knowing who needs you, and where they are. In this blog, we will go over many of the skills that demography offers, as it is a large part of how we create such great lists that are specialized for your needs.
It's because of the intense amount of memorization and the somewhat time consuming art of putting together your demographic research, especially when you're just starting out. It's a priceless skill though, and even after the first time you start using the skill, you'll notice immense benefits.
Once you've formed a consistent ability to recognize demographics, you'll have an easier time making correct assumptions about the types of people who will be most interested in your product or service, and from there you branch into Firmographics and start to understand the way that organizations work, and add that to your tool belt for marketing to businesses.
Demography is a skill, that as a business owner myself, I would consider more valuable then almost any other skill. It's the art of knowing who needs you, and where they are. In this blog, we will go over many of the skills that demography offers, as it is a large part of how we create such great lists that are specialized for your needs.
A Simple Truth...
Not everyone is in your target market. I've ran across many who have come to believe that they don't need to target their market, because they feel that everyone could use their service or product. That is a very noble thought, and not completely untrue in most cases.
However... as those same people will learn later on, if you don't target your market, it will take you decades to truly connect with the people and professionals that will help bring your goals into reality. And if you think of it this way; by targeting your market, you are not excluding anyone from being your customer. You are simply going to stop pushing your causes onto people who are less likely to be interested, saving both them and you - time, money and resources. You'll also be saving yourself years of trial-and-error marketing and income.
However... as those same people will learn later on, if you don't target your market, it will take you decades to truly connect with the people and professionals that will help bring your goals into reality. And if you think of it this way; by targeting your market, you are not excluding anyone from being your customer. You are simply going to stop pushing your causes onto people who are less likely to be interested, saving both them and you - time, money and resources. You'll also be saving yourself years of trial-and-error marketing and income.
What is Targeted Marketing?
In this world, there are only two types of marketing:
Hit-And-Miss Marketing is just as it sounds, hit AND miss, and the most commonly used. It's a long process of contacting everyone, hoping that just a few might want to do business. Even I will admit to using those methods when I first started out with my businesses and ventures. It's the most natural way to start out when you're new, and although you do learn a lot of valuable lessons, you still eventually learn that you aren't going to get anywhere until you Target Your Market.
Targeted Marketing or Target Marketing, is what professionals use in order to structure a marketing strategy that will help them reach the right customers. Now, the tricky part, is knowing just who the right customers are.
- Targeted Marketing
- Hit-And-Miss Marketing
Hit-And-Miss Marketing is just as it sounds, hit AND miss, and the most commonly used. It's a long process of contacting everyone, hoping that just a few might want to do business. Even I will admit to using those methods when I first started out with my businesses and ventures. It's the most natural way to start out when you're new, and although you do learn a lot of valuable lessons, you still eventually learn that you aren't going to get anywhere until you Target Your Market.
Targeted Marketing or Target Marketing, is what professionals use in order to structure a marketing strategy that will help them reach the right customers. Now, the tricky part, is knowing just who the right customers are.
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