You have heard the saying that teenagers today have large disposable incomes – certainly more than I ever had as a pimply teenager. But unless you target this market, then enticing this demographic group to spend big with you will probably not happen. Kids now days just don’t spend their money on haberdashery.
You do not need to look too far to see that special consumer groups exist everywhere, and targeting your marketing to this specific group may create a dedicated and loyal customer base that will use your services and promote your business to their peers, which probably share many of the consumer traits that you are targeting anyway.
Specific consumer groups that automatically qualify for this sort of marketing include (but are not restricted to):
Seniors
Parent Groups
Persons with physical disabilities
Special needs consumers
DINKS*
Gay/Lesbian/Transgender
Teenagers
Pre-teens
Tertiary Students
Gamers
Club People (Car/Boats/Hobbies/etc)
Providing services that directly benefit a specialised consumer group, especially if this sets out from your competitors, will create a loyal purchasing group. And it does not matter if the products you sell are designed for the general public. Open a pharmacy that specialises in geriatric medicines. You still carry the rest of the usual drugs, but you have a few more arthritis medications and offer a delivery service for people that cannot attend your pharmacy. All of a sudden you have captured this market totally, and the competitor down the road will need to make their sales forecasts selling cough lozenges.
*Sorry, I hadn’t seen or heard of this since the 80’s. I thought it might be nice to introduce this to a new generation.
