Customer/Client Demographics

The Top 10 Demographic Questions


What are demographics? It’s the information that tells you what your average customer likes to buy from you, why they like to buy it and how they keep them coming back to buy a lot more! Interested?

1. Which gender buys from you?

Getting right to it – your number one question to ask yourself is “Are my customers male or female, or both? You need to know who you’re selling to. This may seem extremely basic but a lot of people miss it. When I worked for the phonebook, we realized that many household decisions were made by the ladies. Still very true today! So advertising had to appeal to ladies when it came to items which may have been considered a “man item.” There are many other reasons and we could go on and on. But I won’t.

2. How old are they?

This is usually self-explanatory, but some people get it wrong. You might have a product and you actually need a child to influence the mom and/or dad to purchase it. So your age range might be children to teens. Another example would be if you are selling funeral services. However, people who are 65 and older often don’t pay attention to advertising as much as people who are younger. So you’re speaking to the children of aging folks that may need funeral services in the future. And of course, like everything else, there are many other examples of why this is true.

3. What kind of jobs or professions do they have?

If they are doctors and lawyers, maybe your ad should be quick and to the point because they are busy professionals and don’t have much time to spare. If you’re speaking to homeowners about an emotional topic like selling their home or fixing the landscape or cleaning their pool or getting their house refinanced so their child can go to college, then of course you will try to emotionally connect those reasons for people to contact you via your ad. We could make an encyclopedia of reasons why you need to know what kind of professions or work they do. Make sense?

4. What are the passions?

Family, sports, recreation, home-improvement, their grandkids, etc. You might advertise on stations that reach them about sports or when they’re in Home Depot or Lowe’s. Or maybe they’re at a family event and they are emotionally charged up. How are you going to reach them emotionally on these topics? You’ll be able to do a much better job of reaching them if you understand what they love!

5. What are the top three websites, publications or social media they visit?

Obviously, you’re looking for where you might want to advertise digitally. But also, when you’re placing a radio ad, Twitter, and Instagram are great social media platforms to reference your ad message conversation and continue the chat with potential clients/customers. Many more facts can be derived. When you have shaped your ad content and emotional message and when you understand what they are interested in, you will be great with rewards! As an example, if they take a professional trade publication you might advertise it and or use content from it.

6. What are the top three website platforms your clients/customers purchase from?

It goes without saying that you possibly need to be advertising there, too. It’s always a delicate balance trying to figure out how much actual social media advertising is working for you. But in your radio ad you can say, “Hey! Find us on Amazon, or check out our video on Facebook or did you see our smokin’ and controversial comment on Twitter?

7. What are your top three products and who amongst your demographic clients/customers purchases what?

Knowing this will help you shape what products or services you should be offering in your commercial ad spot.

8. What is their social circumstance?

Married, single, kids, no kids, extended family, family living with them, etc.

9. How long have your customers been using/buying from you?

This helps you shape what your offer will be. If it’s only new people that you get, then maybe you give them a deal based on them coming over to you for the first time. Or, if you’re trying to reward customers for having been with you for a long time, make an offer based on that.

10. What is the yearly income range?

Not only will this demographic information help you come up with content that you can emotionally connect to your client/customers, but this helps you understand where to place your advertising. Most radio stations already know, by age, who is listening to their programs. If you find that you have a medium age of 30 to 50 years old, let’s say male or female, then you would find the appropriate station that has the most 30 to 50-year-old males and females listening. Get it? I thought you did.

Categorize your offerings and ad spot content to match based on the above demographic information.

Got questions? Call us at 800-208-7154 or fill out the contact form.

by Sean Pearce & Pete Miller

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