How to: Target Demographics

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1. Determine a Demographic

When determining a demographic you should ask the question, “who does my product or service appeal to?” Every product and service has an ideal demographic and if you can reach this demographic, you are likely to sell to them. Here are a few examples:

If you are a child’s clothing shop you probably won’t advertise to adolescents, but you may want to advertise to people in their late 20s and 30s who are likely to be new parents. You can define the demographic even further by targeting people in that age group who have searched for hashtags like #kidsstyle or #parentingtips.

If you are a hardware store, you may want to target demographics who stereotypically shop at hardware stores. Instead of aiming at female aged 15-20, you may want to hit an older, male demographic.

2. Create an appealing message

Now that you know your demographic and have begun targeting them, you now should create a message that will appeal to their needs and wants. Including promotions and special deals will also attract members of your target demographic and encourage them to shop with your company, instead of your competitor. Here are a few examples:

This Ace Hardware’s flyer includes sales on products that they know they’re demographics will need during this time of year. It’s summer, the perfect time to plant new gardens and paint the porch.

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This children’s clothing shop perfects their facebook ad by promising a great price and including photos of the clothing they sell. They also include a call to action where they tell their potential clients that they can have the “cutest dressed baby”… and who doesn’t want their kid looking absolutely adorable?

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3. Determine a medium

Refer back to your demographic. Different mediums work better with different genders and generations. Younger generations might react better to facebook ads or promoted social media posts while older generations might react better to emails.

4. Aggregate the message

Once you have created your physical ad and targeted your specific demographic, you just need to aggregate your message. Be sure to keep track of the stats on your ad to see how it is performing and what tweaks can be made to perfect your message.

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