Siphoning the Demographic

Good morning. How well do you know your demographic? If getting to know them like the back of your hand isn’t part of your agenda, you may want to reconsider. Truth is, show me a business who’s withstood the test of time and I will show you a company that knows it’s demographic just as well as it knows it’s own operating costs.

So without further a do, from our Las Vegas web design team, heres a little insight on siphoning your demographic. Keep in mind this may seem super complicated, but it doesn’t have to be nor is it as long as you create a solid game plan using your general profile as a guide.

Create a General Profile- What does your demographic look like?

Who is the ideal customer for your products or services? Close your eyes (I know it sounds corny) and imagine what they look like.

Age?

What genre do they come from? (Their social affiliations. Now take it a step further, how can you incorporate a clever marketing campaign around a certain genre?)

Their median income range?

What do they look like?

Where do they frequent for social activity?

Now how can you take this information and package it into a means of marketing your business?

All of this can help you develop a pattern. It’s all about piquing their interest. Make sense? Now as important as it is to talk about how to siphon your demographic, it’s equally important to spend a moment talking a few things not to do.

I’m reminded of a friend of mine a few years back. For years he talked of someday owning a fitness center where people could go to work out.  I admired his passion. His concept was simple-cater towards the middle class and keep monthly membership fees at a minimum and concentrate on the quantity of enrollments all the while providing a quality place where people could come to get a quick workout. Seemed like a good idea. I mean we all like to feel like we are getting a good deal and mostly everyone belongs to a gym so why not?

So he opened for business.  A couple months past and we kept in touch. Things were a little slow (as they mostly are at the beginning)but he seemed positive things would pick up. He kept asking me to come down to the gym and check it out. So one day I had some time and made my way down. As soon as I pulled in the parking lot, I was confused. The location of the gym was in an extremely upscale area. As a matter of fact, his storefront was to the left of a Louis Vitton store and on the other side was a high end jewelry store.

Of course he had a lot invested in the place. When I walked in it seemed nice, he gave me a tour and immediately a few things stuck out at me from a business perspective (sorry, I can’t help myself).

1. Geographic Equals Demographic- Why would you open up a gym that solely focuses on bargains and cheap rates (for the middle class) in one of  the most prestigious areas this side of Beverly Hills? That’s the equivalent of opening a Ruth Chris Steakhouse in the middle of the inner city. The local market simply isn’t going to support the business model because it’s not a part of the lifestyle of that area. Make sense?

2. Wrong Perception in the Wrong Place- In order to save money he bought the equipment used. Problem is, he compromised the quality of the equipment for the sake of spending. Now don’t get me wrong, I am the first to try and be as cost effective as possible but in this case, it seemed a mistake because in a location like this, it would seem obvious that people are looking for a more high end workout experience with expensive equipment to go with it.

3. Competition Gave a Major Clue- Sometimes success is about duplicating (within reason) the success of the competition. Within a thousand feet of the front door was a massive high end fitness and spa center. It was easy to see (just form the outside) that members paid hundreds of dollars per month and then in the lonely shadows, here stood my friend’s “for the economical gym rat” facility. The competition gave him a major clue on why he may have trouble growing in this location.

Needless to say, this upset me. It was difficult trying to tell him what was wrong with this picture but when he asked what I thought, I reluctantly told him the location was a major concern. He respectfully disagreed and in great length, began to explain why it would work. I listened attentively and tried to to be as optimistic as I could but the more I thought about it, the more obvious it seemed this was a quite frankly stupid location.

To make a long story short, the gym went under in less than a year. This is a prime example of understanding your demographic and although this example may seem extreme, if you take a minute and analyze the point I am trying to convey, you will realize how applicable it is to any and every business out there, including yours.

Our Las Vegas web design team makes it a priority to help every client understand-the more you understand your core demographic, the easier it will be to increase marketing conversions (whether it be s.e.o. or traditional) and begin siphoning the most powerful ingredient in the history of business-the endorsement well. Thanks and have a great day.

Premier Pixels Dream Team

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