Target Demographics

SCB

Hi everybody,

Can anybody give me any suggestions on how to determine my target market demographics?
I've seen it mentioned in quite a few posts but I haven't had much luck determining the numbers.
Is there websites or companies that have this information already?
Any suggestions would be much appreciated.

Thanks,
Corey

marc

All I can do is tell you what ours are.

Other than Home Shows or Fairs we only target 11 towns with 13 zip codes and we hit them as hard as we can.
Single family owner occupied homes
House built before 1986
Household income of $50K or more.
Home value of $200,000 or more
Age of owners is between 35 and 80

We are a siding, window, and sunroom contractor with 85% of our work being siding and windows.
We only install vinyl siding and replacement windows for home owners.
We do not work for builders or GC's
We do not install fiber cement, composit or wood siding (ONLY Vinyl)
We do not install new construction windows. (Only replacements)

__________________
Marc

SCB

Thanks Marc,

I'm assuming you've tallied those numbers over the years from you customers.
I'm sure they will be different here in Southern California though.

I'm curious about something if you don't mind...
Do you ask all your customers what their income is?

I have never asked anyone that question.
I suppose I never really asked for much except a signature.
I now realize what a mistake that was!
I want to start a new company doing smaller remodels and advertise it to the proper demographics (target customers).
As stupid as this sounds, I just don't know who my customers will be.

Thanks again,
Corey

marc

The customer survey we send out asks...............

Did you get other estimates? Yes or No

Why did you decide on our company to do the work? Reputation, Recommendation, Warranty, Lowest price, product features, other

How did you hear about our company? Direct mail, Yellow pages, newspaper, home show, Fair, Tv, Friend, Job sign, other

Was your installation done in a neat and professional manner? Yes or No

Please describe your overall satisfaction with the job. Very satisfied, Somewhat satisfied, somewhat unsatisfied, very unsatisfied

Would you recommend our company to your friends and neighbors? Yes or No

Additional remodeling projects planned within the next 7 years. Windows, garden windows, gutters, basement windows, bay/bow window, bath, patio door, soffit/facsia, kitchen, roof, sunroom, siding, doors, deck, other_____

Approx. age of your home?_______years

Approx. value of your home?_____

Your age? _______years

Annual household income? ___$35,000-$49,999
$50,000-$74,999 $75,000-$99,999 $100,000+

Your comments:________________

__________________
Marc

SCB

Thanks again Marc!

That was really helpful.
I will definately create a customer survey for my new company.
I've been missing the boat for the last few years.

Hopefully someone else will chime in and help me figure out who my customers might be.

Thanks,
Corey

gtmstang

I target
income over 50k
house over 150,000
owners age 27 and over
home owned for at least 3 years(everyone wants a change after 3 years)
home built 1993 or older
single family

This is what I look for if I'm buying lists or making my own. Hasnt let me down so far. Additions and remodels is what we offer also.

SCB

Thanks,

That is exactly what I was looking for.
But I don't think some of the numbers will work out here in California.
I've been searching for info on this all day.
I can't believe I can't find someone who sells or offers this info to the public.
US Census is o.k. but still leaves something to be desired.
Thanks again for taking the time to respond.

Corey

gtmstang

Have you looked at the mailing list sellers. They will give you choices and then give you the number of people who meet your criteria. melissadata.com, zairmail.com, geoselector.com, etc. That was where I started. Just keep tinkering with the numbers and you'll find where you need to be. You dont have to pay until you get the actual addresses. I actually bought a small list to see if it was bs and went to the neighborhoods, they were right on with what I was looking for. My list was only 28 bucks or so.

dinkisdad

Think back in your mind of the people you did work for.

Are they male or female? About how old were they? What kind of house did they live in. A shack, a regular SF home, a mansion?

If it was a husband and wife team, who made the decisions on the design and look. (hint not the man) Who paid the bill the husband or the wife.

Did they have pick-ups in the driveway or was it a his and her Bentley. Was he or she concerned about quality or price.

Those are just some things to find your target customer.

Go visit some forums online and see who is doing the postings.

You have to figure out your own target, but close your eyes and get a picture in your mind of that customer and start marketing to that individual.

Just my 2 cents worth.

Dave

ATH

I must respectfully disagree. We always thought we had a good idea in our mind of our customers. We found a different story when we actually went through our accounting software where ALL customers were recorded, not just the ones that sprang to memory.

I would recommend doing what Dave suggests, just don't do it from memory. The mind is an imperfect thing.

__________________
Wayne
Around the House
http://www.MyPowerCouple.com