Lead Generation and Demographics

By: Santi Chacon

Denver, Colorado

Business Coach

Principle #9 Lead Generation and Demographics

On a Side Note: you can access a data base of potential consumers. Lists are sold by third parties. 

Please understand that you will attract a certain demographic (general characteristic) from the direction you take your campaign. The old argument for the marketing budget was based on not understanding which 10% of the marketing budget was bringing in customers.  This is the case of throwing shit against the wall to see what sticks.  A marketing campaign should be organized in such a way that the marketer understands the variables and can repeat the process to his success.

Consider the two sets of demographic variables below and the implications these factors have on your business. Take a moment to write the potential impact each characteristic may have on the sale of your product or service.  If you have been in business for a number of years you may consider researching the impact each demographic has on your business. The mark of genius is to observe the direction the current is going and then to point resources in the direction of that current and not against it.

1. Race 
2. Age
3. Income
4. Disabilities
5. Travel Time to Work 
6. Number of Vehicles  
7. Educational Attainment 
8. Home Ownership
9. Employment Status 
10. Location

In a business to business environment a list of demographics may include:

1. Industry
2. Company name
3. Employee size
4. Annual revenue
5. Title of Champion/Coach
6. Title of Decision Maker
7. Contact information

For example:

If I'm attempting to sell health products, and I discover from my research that women over 45 years of age invest in health products more than any other demographic, I may want to target women who are over 45 years of age. Based on this identifiable information, advertising with publications that cater to this demographic would be good business. On the same note in a business to business environment, if competitors are gaining market share by penetrating a demographic, imitating these companies would be a good choice.