Much of what you read on target marketing from the recent past talks about demographics. How old they are (35-45), where they live (suburban neighborhood), how many kids they have (1), how much money they make ($125,000-$250,000), and their highest level of education (grad degree). While these metrics are absolutely useful, they aren’t the only way to identify your target market. In fact, I’d say using demographics to identify your ideal customer probably isn’t the best way. The old way of identifying customers was strictly by demographics and maybe looking at hobbies. Today, we look at everything else they have in common because many times, it’s not their age, location, or financial level.
Think about it. Consider your favorite restaurant- when you go, are there only people of your age, status, wealth, and education level there? Probably not (unless we’re talking about something uber specific like a club for 19-22 year olds). Chances are, even though you don’t share demographics with your fellow diners you DO share something in common. For the sake of this example, let’s say your favorite restaurant is Bagger Daves (for you non-Michigan folk that’s a burger place with a slight train theme with great burgers and homemade pop). Maybe you and your fellow diners share a love of great burgers at a reasonable price in a slightly upscale (compared to Five Guys or fast food) atmosphere. Or maybe you love their selection of craft beers on tap. Maybe you all love their great fries, or the fact that even a vegetarian can have a great meal there (their black bean veggie burgers are OUTSTANDING!).
Or think about your friends. Do you only have friends exactly your age and financial status? I bet you have a range of friends, some close in age, some not so close but you all have something in common.
Even though you don’t share those basic demographics, you do have things in common. As a business owner who has to handle marketing, it’s our job to know what those common denominators are.