In any business your target audience should drive all decisions made, so defining you target demographic is an important step. The general attributes of your target audience are obviously important, for example, age, sex, location, income level and marital status however looking deeper into their motivations, the way they shop and where they congregate makes for more understanding of your customers, hence more sales.
In broad terms we can offer a vague definition of Eliotturner’s target demographic as sophisticated women aged 25-55 as we are selling women’s handmade jewellery. However we may come to find that men are our biggest consumers, after all, research has shown that men use eCommerce sites more than women.
As you may have read on our blog post ‘Viral Marketing at its best’, we are currently building an email database through an online prize draw whereby those entering will be asked to complete an online form with the option to opt into our email distribution list. Therefore, the email database we build up will contain only those we know are interested in our products. Â Consequently, this will allow us to learn more about our target demographic as we plan to send out surveys to these people requesting data such as age, gender, location, motivations, where they congregate etc. Also, after the launch of Eliotturner we can gather data from customer’s signup profiles.
Knowing our target demographic will ultimately save us time and money on aspects of advertising and marketing as we will know what these people are most likely to be responsive to. For example, in the case of where our target market congregate; if we discover social networking sites are widely used by our customers we can base our advertising campaign around this.