Target Markets

"Target marketing, know your audience, identify the primary customer," yadda yadda, yadda!  These lines have been drilled into every marketing person's brain since their first marketing 101 class.
The fact is, you have to do it. And what makes it more difficult is that as the Internet continues to open the world to everyone; people in a demographic group no longer follow each other around like geese.

There was a day when the majority of women over 55 years of age wore polyester, drove a 4-door sedan, more likely to not have a pet in her household than have one and she lived to serve her grandchildren. She was probably married and was mental mush if she was divorced.

These ladies still exist, but not as the majority. Now you have the "polyester" minority and many others, including, the metro, senior female, who if divorced will more than likely choose not remarry, prefers to live alone, probably has a dog and is just as likely to drive a Jeep as a sedan.

Add to her, the ever exciting psychographic makeup of the Cougar (yes, she is a recognized co-hort in marketing today) This flashy lady, likes younger men,  may or may not be financially well off, travels alone and she may very well still be top in her career field. She is not wearing rubber soled shoes, she is in 3" heels. Want to sell her something....get to the point. Don't load her with droning details. Tell her the benefits of doing business with you, upfront.

And these are just three very small micro groups of women over 55! Whew!

So, why do it? Why go to all this trouble? Because it can dramatically increase your sales and just as dramatically lower your marketing expenses. Stop talking to everyone and start talking to the few that care about what you sell and have a want or need for your products/services. Are you sending out 1 direct mail piece to everyone in your database? Waste of postage, waste of paper,WASTE of money. Develop 3 or more messages, send less and target the right message to the right group. No call to action? (gasp!) Don't you dare! :P

What encourages a buying decision out of a 30 something, married, female is her family. "Does this make my kid's life better or my life easier?" (Sorry hubby's, you don't weigh in much to her daily purchase decisions, except for food.) She also is swayed by her budget and whether or not her friends are talking about/aware of the product or business she is considering and what experience they had with you.  She will hunt your reputation down on line like a bloodhound. These reviews are gospel to her. If you haven't monitored your brand on social media, take time to audit this!

What encourages the same buying decision from a woman over 50? "Do I know/trust the brand, does this make MY life better, does this purchase reflect how I see myself? (younger, vibrant, sexy, informed and so on) She cares MUCH less about what her friends are buying or who they buy insurance from, bank with, or where they shop at online. You have to reach her directly.  Don't lie to her or offer her untrue value statements about your company. If she catches you, she will never use you again.  Tell her the truth and talk to her as you would a male customer. Talk down to her or try to charm her and she is gone.

This process can seem overwhelming, but you can see how in the end, it simplifies everything. By trying to market to everyone, you are literally, targeting thousands of unique categories of consumers. Drill it down to 3 or more groups that offer you the most ROI and go get them!