Your Target Demographic & Why Keeping Them in Mind Matters

It’s natural, when thinking about your potential customers, to picture yourself.  You know your wants, needs, style & what makes you feel good. And if you like it, why wouldn’t your customers?  Here’s the catch - in most cases, our customers fall into a different demographic than we do.

Take my former business, Painted by the Shore (PBTS), for example.  We hosted paint & sip workshops at local vineyards, breweries & wineries.  Even though I LOVE ART, teaching, the atmosphere & event planning, I wasn’t my own target demographic.  I was a trained artist & at a stage in life where, outside of instructing, I wasn’t going out much at night for parenting & other reasons.  My personal preferences didn’t reflect the habits or desires of the people I wanted to reach.

PBTS's target demographic was women ages 25–55 with disposable income, who were social locally & active on social media.  They enjoyed fun, nearby activities, food & drinks. While they may not have been particularly interested in art itself, they found the relaxation benefits of a creative night out &/or the added bonus of creating something beautiful for their home appealing.

Taking the time to know & visualize my target demographic completely shifted my marketing approach & it gave me the opportunity to invite people in through genuine thoughtful connection, in a way they were most likely to respond to.  Instead of assuming what people wanted, I focused on what would truly resonate with them.

For instance, during the holiday season, I would highlight the idea of a relaxing night out, showcase the uniqueness of the local spaces we collaborated with to demonstrate the memorable experience our customers were buying into.  I leaned into small but meaningful details - like pairing the activity with wine tastings, cozy atmospheres, or bringing home seasonal decor. 

All of that aligned perfectly with my audience’s lifestyle & interests.  By keeping their perspective front & center, my marketing felt relevant, personal & engaging, RATHER than generic or self-focused.

After you give this a try, share your results, insights, or Instagram handle below - I can’t wait to hear from you & start a conversation about your business!