Are You Targeting The Average Client?

I just read an article titled, The End Of The Average American. It referred to the old mentality that marketers shared 25 years ago when they could easily target the “average” American, and be right on target almost all of the time.

Twenty five years ago, over two thirds of all households were married couples. The 2010 census shows that for the first time in history, married couples are a minority. And even in the married population, less than 21 percent of all households are married with children.

In our two largest states, California and Texas, no race or ethnicity is a majority. And the census itself shows how are population has changed – it now comes with instructions in 65 languages.

With this much diversity in the American population – and I would venture the same things are happening worldwide to some degree – can you really be targeting a clientele in the same ways as before?

Let me give you an example. How many portrait photographers send out a postcard or use a photograph like this in your marketing?

Yet now that we know very few people live “the normal lifestyle”, what if you used something like this?

It’s different. It’s unexpected. And it’s taking a new niche by storm, and possibly setting up your business to an entire niche that’s grateful to have you marketing to them.

Niches work well because you can target your client down to the detail.

Twenty five years ago, it may have worked to say “married couples with children under the age of ten”.

But today, going to the next level may help define you that much more: “gay and lesbian couples with kids under the age of ten”.

You are narrowing your niche even more. But you are also getting to the hearts and souls of the people you are targeting. And thanks to the Internet, your target market will be willing to drive a lot further, or even fly you out to them if you have what they want.

3 thoughts on “Are You Targeting The Average Client?”

  1. Good idea but how are you targeting your new niche? Sending out a postcard to a mailing list purchased based on a general zip code saturation isn’t directly marketing to your new niche unless you can somehow quantify that it’s a large population of GLBT households. So you may be wasting money by designing to a target market that you aren’t actually reaching with your message. Just a thought.

    • Hi Sherri

      Completely agree – and yes, you need to get a mailing list of targeted people, as in this case of GLBT. We have a GLBT magazine here in Denver, and I’m sure such a thing exists around the world to some degree. Whenever you have a dynamic like that, you can work to get a mailing list from that resource.


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