Posted by : Amanda Stein Tuesday, December 4, 2012

Understanding target customer’s demographics helps determine exactly what products and services will be, and what customer service tactics work best. Not every message works with every person. Every one differs in age, area, status, internet savvy, purchasing power – level of disposable income, transportation methods, leisure activities, job titles etc. More important than ever in this current economic state to provide the right message to the right person, not waste your money and time on people who will never buy your product.

In order to target your demographic you need to start by looking at current customer base; who are they, why do they buy. Then you need to look at where you want to be in terms of your brand positioning; who do you want to buy from you and why.

Check out your competition; see who you aspire to be within your industry and who their customers are. Analyse your products and services in terms of their features and benefits and who they will benefit and why. 

Once you are aware of what you are achieving, and what you want to achieve you can start to segment your customer base in order to target those that are more profitable to you.


Targeting through advertising needs to be done through the right distribution, whether it’s through direct mail, email, newspapers or magazines or simply TV or poster ads, it’s important to recognise which method is preferred by your target market. 

Once that is achieved, it’s all about the personalisation. Address them by name on an email or mail, print or post articles or adverts that your target market would actually be interested in and engage with. Split testing is often a good way to find out if a particular campaign is working for the right consumer group.

All about the customers

We’ve come to an era where the emphasis on the company has shifted to emphasis on the company. It’s important that as a company targeting customers, you know everything you can know about that customers, without getting too involved in their personal life. This is important so that you can engage and communicate with the customer on their level. 

Age is a good indicator into whether customers would prefer to use the internet, over the newspaper for example. Younger people are more likely to use the internet to search for news and articles that interest them, whereas older consumers might prefer the newspaper. Nowadays it’s beneficial to look further than whether a specific age group would choose one medium over the other, and it’s better to delve deeper into their preferences in order to build up a relationship with them.

What data?

There is no right or wrong answer to what particular type of data you need. It’s important to collect as much as you can so you have a more well-rounded view of who your customers are. Personalisation is key and mass marketing no longer works on consumers. They need to be interested and engaged in order to recognise your brand, and purchase products.

Targeting your demographic with marketing all depends on who you demographic is and what they prefer. Collect data from existing customers, competitors and lost customers in order to find out your marketing successes and fails and how you can improve in order to increase sales and profits for your company. Test out theories based on structured research and adapt them to what you want to achieve. You will never know everything you will want to know about a customer, and they don’t want you to either, it invades their personal space and can deter them from warming to your company. So test what works, adapt for success and try to communicate with them on their level in order to market effectively.

Sally writes on behalf of Fluid Branding a promotional products specialist. Fluid Branding have thousands of products from promotional mugs to calculators, from promotional pens to umbrellas. Fluid Branding have something for everyone.

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