I was sent from a savvy client an article that summarizes the way I approach marketing. It distinguishes between demographics and psychographics.
When I chose marketing it was because I feel in love with the concept of psychographics. To me it was a combo of psychology, sociology and business basics.
It drives every decision we make today and is the core of the recommendations we make as marketing and communications advisers on behalf of our clients.
A client will call all excited because a salesperson has just been to see them with a “great deal” on a new vehicle. They swear that “their customers” will be reading or watching the new medium.
Because the sales rep reported that they shared the same customer. Females 25-54.
Now many seek this demo. Females consume disproportionately more of certain media. But not all females are the same- or equal as sales prospects.
This is not a knock on any media salespeople. I have reps that I have worked with for nearly 20 years and on whom I rely for industry updates and – yes- special deals.
But we dig so much deeper.
In order to place media or do any marketing you first have to really understand who buys your product. It sounds easy. But it is more involved than age and sex.
Instead of demographics- I want to know.
WHO
Which females? Those with kids? How old are the kids?
Are they working full or part time?
When they do buy your product ask
WHY?
Why buy it? How often? For what purpose? At what price? Against what competition
HOW do they make decisions?
From friends- and do they use social media to share info? Which media?
From traditional media- print, broadcast and how do they get that?
Online? Smart phone, radio or TV – online or live?
Once you know WHO then you can try to figure out HOW to motivate her or him.
Psychographics- It is part art and part science; hard work and a lot of fun
Read the article. http://mashable.com/2011/06/30/psychographics-marketing/
