Developing a Successful Marketing Campaign II Embroidery Project

People are different! We all know this, but when it comes to marketing we need to focus on this. These differences can make or break your efforts to reach a given group of people. Such traits are referred to as demographics, and include age, sex, income, ethnic background, race, level of education, employment, etc. By grouping people based on their shared characteristics, we are able to better understand their needs and define their buying habits.

For example, let’s say you wish to specialize in team sports. You would need one approach for reaching a senior men’s golf club, a different one for reaching a college rugby team, and yet another plan for servicing a youth soccer league. The tastes for style, selection, color, and price, are going to be very different for each group due in part to their demographics. Bottom line: to sell to a customer, you must know and understand that customer.

Also, customers have different desires when it comes to imprinted apparel. Some wish to portray an upscale, exclusive image, while others just see it as creating a simple uniform. Once again demographics have an impact on how people view themselves and the image they wish to portray.

One of our primary markets was fishing. We quickly learned that we had to divide fishermen into two distinct categories: saltwater and freshwater. Each of these sub-markets was unique and had to be approached differently. We found that (in general) the saltwater fishermen had more money to spend and were willing to pay a premium price to get what they wanted. In addition, they “named” their boats and wanted to plaster that name on everything possible. In contrast, the typical freshwater fisherman was very cost-conscious and tended to buy budget-priced items. In addition, he rarely named his boat and preferred apparel with the brand-name of his equipment. Because of these differences, we used totally different approaches for reaching each group.