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How to Save Money on Your Marketing

Use Customer Demographics to TARGET  Your Funds

What if you could figure out the type of person who is your best customer and use that information — called customer demographics — to get a whole lot more people just like that person?  WOW, the money you spend on ads would really work, and you would only have to use the social media channels that your customers use (saving about a million hours a week).

Set Your Target

hitting customer demographics targetLet’s say you’re in real estate and your office is in a neighborhood that has a bunch of big homes. Lots of them are owned by people who have lived there a long time. You’ve sold 2 houses that belonged to seniors who wanted to downsize. More of these seniors would be great customers because you could sell them an expensive downtown condo on the water and then sell their large home to a younger family. You determine that your ideal customer would be based on age (over 65), income level ($75K+), value of the home they’re in ($600K), number of bedrooms (they don’t need 5 any more!), and number of kids at home(0). No need to advertise to everyone else in the entire area; you’ll just target your marketing using those downsizing senior demographics.

You’re probably already using demographics right now even if you aren’t officially calling it customer demographics – maybe you’re advertising to only one part of your city, or only to sports teams, or only to high-income residential areas. So why not go even farther?

Why Bother with Customer Demographics?

  1. Save money on advertising:
    • Target all your media advertising so it reaches the right people
    • Offer promotions that they really like so they’ll buy more
    • Find out which social media they use so you can skip all the others.
  2. Offer more products and/or services of the type that they like so they’ll buy more.
  3. Write content that gives them the information they need so they’ll engage with you.
  4. Find out which competitors they use and why so that you can get lure them back to you.

What Info Do You Need to Gather?

Depends on your business. Age, gender, and income level are some of the top categories that businesses ask. You may need marital status, kids or no kids, geographic location, on-line versus face-to-face, or what kind of job they have. You want to know a whole lot about their buying patterns and why they buy from you versus someone else.

How Do You Get the Info?

 1. Guess

man collecting customer demographicsIf you or your employees work with your customers face to face, your group could get together and make an educated guess to get you started.

2. Check Your Records

Your POS or accounting program can give you information on your averages (like what the average purchase is) as well as who spends more, who shops most often, and even what kinds of products they buy from you.

3. Then, ASK!

  1. Ask in person – call them or ask them when they walk in your door. Offer a discount, a special treat, or a free service to reward them for their time.
  2. Ask via a survey – Make one yourself (like the one I am offering you free below) or use an app like SurveyMonkey.
  3. Ask via social media — Do surveys  on Facebook, LinkedIn, Google+  AND check your social media analytics – they’ll give you a bunch of information about the people who are interested in you.
  4. Ask via other apps — Click here to read an excellent article from Mashable on how to use a bunch of other methods to get what you need.
  5. Ask the government — The census has huge amounts of data by city, county, and state. Click here to go to the census.
  6. Ask via the web — So many sites have information and data bases just waiting for you, like Zillow for home values.

What Do You Do with the Info You Gather?

Use the Raw Data

Media sellers such as TV, radio, newspapers, and magazines all can tell you exactly the demographics they’re reaching so that you can match your needs to the correct media.

Build A Persona

franchise marketing personaA persona is a fictional person that is your “perfect customer.” It’s fun to make up a whole story about this person! Most of all, it helps you, your franchisees, your salespeople, your web designer, and your ad agency because it makes it easier for everyone to “get it.”

Remember Jessica in my post called “5 Top MUST-KNOW Items for Do-It-Yourself Marketing?” My client is Pink Iron (a women’s gym). By looking at their customer demographics and talking with their clients, I made up a persona for them. I named her Jessica (the most popular women’s name in 1986). I made her a 27-year-old single woman who has a job in the marketing and customer relations department of a medium-sized company. She dines with friends several times a week and wants to stay in shape but doesn’t have much time (or money) to do so. She lives in a city other than where she went to college and many of her old friends are getting married, so she needs to find new friends, and she enjoys stopping at Pink Iron to exercise after work and meet up with other women. She has a small tattoo. She sleeps with her phone near her pillow (so text message marketing will reach her). She is a Gen Y (more about this in another blog soon). She has a sense of entitlement yet is achievement-oriented. She is somewhat narcissistic, but that works in favor of the gym.

So now when Pink Iron wants to run an ad, they just ask themselves, “Will Jessica like it?”

Survey Your Customers

Below are some possible survey questions for you. Don’t ask anything that you don’t need to know, but add any questions that are vital. Just remember that the longer the survey, the faster people get tired of it. You may want to add a field called “I choose not to answer” to all questions to avoid offending anyone.

  • You can copy and print this out, or
  • if you would like for me to email it to you in Word format, please subscribe in one of the boxes on the right or at the bottom, or
  • email me at Cheri@Adhelper.com, and I’ll email it to you.

 AdHelper — Typical Customer Demographics 

Customer Demographics Table

Read my posts about age groups and how to specifically market to them:

The Over-50 People – Seniors, the Lost Generation, and Boomers

The “Young” Age Groups – Gen X, Gen Y, and Gen Z

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