Demographics and Marketing – #4 of the 101 Marketing Ideas

Demographics and Marketing

 Demographics and Marketing – #4 of the 101 Marketing Ideas

Transcription of the Demographics and Marketing Video:

Kersten Kloss:

Welcome back to BizDev Weekly, the business development show. I’m here with Chris Hamilton, the two of us host the show and Chris is the author of

Chris, thanks very much for joining.

Chris Hamilton:

Thanks for having me Kersten.

Kersten Kloss:

So Chris, today you want to talk about demographics. Boy it sounds like a broad term maybe you can sharpen the pencil a bit on that one.

Chris Hamilton:

Absolutely Kersten. It is very much pretty generic when you look at it but what I mean by this is know your customer. That’s really what it is when it comes down to and the best advice that we can give on something like this is create an avatar for who your
customer could be. And what do I mean by create an avatar is understand or create persona for that person; how old are they, what do they do, do they have kids, how much money do they make, where do they live?

Those sort of aspects is what you pull into the demographics and the reason why this is so important is because that’s the people or that is the person that you want to hone in on when you’re trying to get your marketing message out.

You know, as you look at it is if your demographic is a certain area in north america, why would you target people in china, india, Australia or anywhere like that. You know you cannot spread on wide net if your product can’t be used in any of these places or even if its cost prohibiting to even implement them in some instances.

So ideally what you want to it’s figure out exactly who your client should be get a list of those people and figure out a way to start marketing to them.

Kersten, do you have any thoughts around that.

Kersten Kloss:

So I have heard the term avatar so essentially what you’re doing is you’re lining up… you’re starting from would you call what Bob and then you’re building up a campaign based on who
Bob is, is that what you’re talking about?

Chris Hamilton:

Absolutely, it could be Bob, it could be Sue, it could be a female, it could be male, could be someone who’s older or someone who’s younger

Literally start at a very high level just think about that demographic of person and who it is and then ultimately scaled-down to get it very pinpointed to to who that person is and then
ultimately what you want to do. What you want to go to find out who that person is.

I’ll give you a prime example I use to play in the oil and gas world uh…
the best client for us was a CFO of a mid-sized oil and gas company so what we would do as we would create that kind of persona for that person who worked in a publicly listed company who’s a CFO between a certain amount of barrels of oil a day to another certain amount of barrels of oil a day and once we sort of honing in on that marketplace Boy did our sales take off. So it works very well Kersten.

Kersten Kloss:

Well great so if you’d like to learn more about that follow the links below the broadcast or follow the credits following the closing statement.

So Chris, thanks for joining once again. Obviously we’re gonna show more of your talents on BizDev Weekly. I will bring you back for the next show and see again.

Thanks everyone for joining.

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