There’s a difference between knowing your target audience and knowing your target audience.
It’s similar to the different levels of knowing your spouse—there’s the newlywed phase where you’re still learning that they sleep in their socks and hate lima beans and then there’s the been-married-25-years phase where you can be completely uninhibited and walk around in your undies.
As marketers, you should strive for the undies-level of knowledge of your target market. (No, we’re not saying you should show up to your next meeting pantless). But you should know them beyond simple demographics.
Demographics tell you their most basic information—age, gender, geographic location, etc.—and chances are, your business is already utilizing these stats on your existing customers.
Psychographics, however, delve deeper. Including information such as lifestyle choices, behaviors, internal attitudes, what motivates them to buy, psychographics give you insight into why they buy whereas demographics is simply who’s buying.
Utilizing a combination of psychographics and demographics allows you to create a richer brand experience for consumers.
How do you go about compiling psychographics? A survey is the easiest method. Send one out to your current available email list asking them questions such as:
Other methods of obtaining useful psychographic information would include oral interviews, focus groups or employee observations. Pick the method that’s most effective for your company.
And remember, in using a combination of both demographics and psychographics, you’re getting a leg up on the competition and gaining a deeper understanding of your current and future clients. In searching for a deeper understanding of what makes your customers tick, you’re striving to maximize the potential of your business. The more you know them, the easier it is to allow your business to satisfy their wants and needs.
As a full-service printer, McQuick Printing Company handles everything for you, from strategy and design to four-color printing, digital printing, mailing and other printing services.
Our commitment to the printing industry warrants constant upgrades to our equipment in the effort to provide the best quality product. The team goal of our organization is to always provide the highest quality in the most timely manner, and at the best possible value to our customers. Keeping current with rapidly changing technology is the key to maintaining a competitive edge. At McQuick Printing Company, we believe that if you merge technology with skilled craftsmen, you position yourself to be an industry leader.