14 things you should know about your audience that will help you grow

                 The importance of knowing your audience,                      Picking up on the subtleties.

Hello there,  I decided to take on a rather tough subject. Marketing has changed so much over the years that most marketing efforts are largely ignored by most people.  Psychographic marketing is a way to really focus your marketing efforts to help grow your audience and your income as someone working in the music industry by being able to break through the clutter and find your audience.

     

      When talking about marketing, particularly digital marketing, it is difficult to miss the term Demographic but if you are new to the task it is easy to overlook.  Even though the demographic approach is effective, don't sell yourself short!  In your marketing efforts, you should adopt the principal of the psychographic profile when trying to gain the attention of potential fans.

To use a hunting analogy, if network television commercials are the shotgun equivalent of marketing efforts, spraying bullets everywhere hoping to hit a few things, then demographic marketing is like using a soviet sniper rifle, a little more refined, more focused, and more likely to hit the target. And if that is the case, psychographic targeting is like using a military drone with a HD long range camera and a laser guided weapons system that could take the writing off of a dime from the Earth's orbit. A good psychographic profile of your current customer is a great way to start a targeted marketing campaign going. What is a psychographic profile exactly?

You will want to be able to at least approximate the following to be able to gain access to a potentially untapped customer base:

Start with the typical demographic information, who, what, and where.

1-Approximate age range?

2-where do they live?

3-what of yours did they buy?

Now the psychographic profile will add to that to really focus your marketing efforts.

4-Sex breakdown male female

5-Age breakdown into a bell curve if possible of regular consumers vs. one time buyers

6-Income bracket if possible

7-Geography

8-Disposable income (this is a half guess)

9-Social groups including social responsibility, political affiliation, and other defining characteristics.

10-Where else would they shop given these parameters

11-How would they shop given these parameters

12-Where might they go online

13-What mobile apps might they use

14-Where might they get their information

This list is not at all comprehensive but I think it paints a pretty clear picture.

I have a friend who plays in a psychedelic  band called Waxing Sun.

Their psychographic profile was basically this:

Their audience base will be primarily males (approximately 85%) between the ages of 19 and 30 who are either attending or living in a college town. They will be environmentally conscious and socially liberal. They will probably purchase clothing and accessories in locally owned and operated second hand stores and boutiques. They will probably recreational drug users, and they will be social drinkers and smokers but probably dislike big businesses like Budweiser and have a general distrust for pharmaceutical companies as well as other large campaign contributing companies, entities, and people. They will probably have a fuel efficient vehicle but also use a bicycle when they can. They will probably like to go camping...I could go on and on.

In short, find out who your current audience is and you will find out where your future audience goes.
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Ryan