When launching the marketing plan for the year ahead, we all have our "go-to" demographic: women, men, teens, parents, kids, etc. While these general demographics may have been successful in the past, the economic climate has changed the spending habits of everyone, even those who still have disposable income. As marketers, we need to change the way we reach out to our target market by becoming more specific in who we are reaching out to, and how we are reaching them.
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By targeting specific groups of people within the wider demographic, marketers can build a more personal relationship and enjoyable experience for the consumer. People in today's market want to feel as though they have a personal connection with the brands they buy.
The more targeted your marketing plan gets, the better, and there are five second-level demographics with considerable buying power that are easily forgotten or lumped in with a bigger audience that you could be missing out on.
Lo-cationers
The lo-cation is the new stay-cation. While the economy may be making travel less affordable, people are still looking for fun vacation-type activities to do with their loved-ones. They might not be going too far away, or for full weeks, but they're looking for long weekend or overnight trips that are budget-friendly.
People want to be able to take their families away on the traditional vacation, but without the week-long road trip or flying half the day to a vacation destination. These people are looking locally and regionally for fun, family-friendly alternatives to experience with their children or partner.
Tourist attractions can benefit from marketing to audiences in their own backyards. Neighboring demographics have previously been overlooked because of the mindset that locals are not interested in exploring tourist hot spots.
