Target ( income) household marketing

[doged]

I'm beginning to believe no reason exist for target ( income) household marketing. For some reason the post office mailed 1000 flyers to a newer housing development that is half of my target ( income) demographics. I have never received even close to this many bookings so fast.

Go figure!!!

[G35stilez]

Maybe it has to do more with your advertising message than *your* target market.


Meaning that; if you targeted a 100-250,000 total household income bracket and you are getting calls from 50-100,000 total household income bracket homes, something is sticking out on those flyers to them.

Mind sharing?

[doged]

Originally Posted by G35stilez

Maybe it has to do more with your advertising message than *your* target market.


Meaning that; if you targeted a 100-250,000 total household income bracket and you are getting calls from 50-100,000 total household income bracket homes, something is sticking out on those flyers to them.

Mind sharing?

Great point!!! It may of been the Interior special for $75, reg $95 that turned them on. I marketed under this assumption, people who go to the car wash never receive true interior cleaning. Unlike the exteriors that gets cleaned but scratched. Everyone markets exterior so I marketed interior. The good part is they all sold themselfs on a full detail.

The real strange part is, it’s newer housing? Advertising dictates they should be spending money on the house. It also suggest they are bombarded with marketing for the house. Could it be this is a big selling point for the 100K demographics and found by mistake???

[StumpyDetailing]

Originally Posted by doged

The real strange part is, it’s newer housing? Advertising dictates they should be spending money on the house. It also suggest they are bombarded with marketing for the house. Could it be this a big selling point for the 100K demographics and found by mistake???

New housing requires much less upkeep, so they have more money/time for other things

[Diesel1]

Also, if they can afford a new house, another couple hundred bucks shouldn't kill them....Providing they didn't stretch themselves too thin when purchasing the house in the first place.

Also depends on the development. Around LI, they are building 55 and older complexes like they are going out of style. Typically these folks sell their homes and buy the townhomes or condos in these developments for a much lower rate. When this happens, they have nice surplus for retirement, discretionary income, etc...

I think you will find that with lower cost housing, people are more apt to stretch themselves in order to own a home vs more upscale homes where people may have more of a cushion. Then again, in todays day and age, just about everyone has to stretch themselves really thin to afford a house!

[brwill2005]

I am finding that many of my customers are not in the higher income brackets. I still continue to target the higher income groups with the hope that I will reach them. So far I have not had much luck. It is not easy to target the people who really care about their cars.

[Diesel1]

Originally Posted by brwill2005

I am finding that many of my customers are not in the higher income brackets. I still continue to target the higher income groups with the hope that I will reach them. So far I have not had much luck. It is not easy to target the people who really care about their cars.

I think to target the higher income brackets, you may need to develop a different strategy. I feel that most of teh time the higher income folks will not respond well to traditional "mass distributed" flyers.

The strategy utilized will vary from region to region. The plus side is that once you get just 1 customer, you will be more likely to more through referrals. Word of mouth is still the best form of advertisiing especially among the higher demographics.