K2M

  • Home
  • Our Work
    • KAREN MEYERS DDS
    • TURNER & TURNER
    • DAWDA MANN
    • MICHIGAN SPINE AND PAIN
    • NORTH WOODWARD HOMES
    • ADVANCE PHYSICAL MEDICINE
    • HARBOR ENTERPRISES
    • PRIVATE THERAPY PRACTICE
    • RON T. WILLIAMSON DDS
    • FARM COUNTRY CHEESE HOUSE
    • GOLDEN MOUNTAIN PRODUCTIONS
  • Services
    • EVENT MARKETING
    • BRAND
    • ADVERTISING AND DESIGN
    • WEBSITES
    • ONLINE AND SOCIAL MARKETING
    • SOCIAL MEDIA
    • WRITING AND EDITORIAL
    • TV, RADIO AND SCREENS
    • CREATIVE SERVICES
    • SPEECH WRITING
    • VIDEO PRODUCTION
  • Industries
  • About
    • Founder
  • Blog
  • Contact

Do You Know Your Customers, Clients or Patients?

kayakRecently, the travel section of the New York Times profiled solo travelers. Apparently, a whopping 24% of American overseas leisure travelers last year were solo travelers.

The article then talked about how the travel industry is waking up to the nature of single travelers. For many decades, cruise ships and resorts assumed that single travelers were looking to make a love connection. But, further research into the singles who do travel indicates that many of these travelers may be in partnerships where their spouse or partner is unwilling or unable to travel with them.

The decision that travel vendors then have to make is this: what do we do when we find out more information about our client demographics? For Holland America, Uber, Tauck Tours and Westin New York Grand Central , this information has caused them to change their pricing structure (eliminating the single supplement fee) and even how they market themselves. For Holland America, catering to the solo cruiser meant creating staterooms for single travelers.

What does all of this have to do with you and your business?

It seems easy, but the question remains: how well do you know your customers, your clients or your patients? What’s the gender breakdown? How old are they? How far away from you do they live? Where do they work? What is their income range? Are they single or in partnership? How long have they been associated with you?

Finding this information isn’t as difficult as you think. It can be a part of new customer applications and, for smaller businesses, you can create a chart of the information you have already gathered on existing clients to see if there are any patterns.

Deciding what to do with the demographic information is the next step. If you discover, for instance, that your clients are 65% female, you could embrace that breakdown and cater to that sector, knowing you have found success. That is the message from the travel vendors. Conversely, you could examine why, in the same hypothetical scenario, your product, your office or your business is less appealing to males. Do you need to market differently to that niche or is your experience typical for those in your same line of work?

As always, good marketing decisions are dependent, not on anecdotal “feelings”, but must be rooted first in reliable data.

You can read the entire New York Times article here. 

Filed Under: News Tagged With: client demographics, solo travel

From Our Blog

  • Can I Just Do It Myself? Sometimes.
  • Please, No Fake Words in My Sweet Sauce
  • Color Me Beautiful and Make My Logo Gorgeous
  • Salmonella Social: Half Baked Social Media Isn’t Worth Serving
  • Slip and Catch

Connect With Us

  • Facebook
  • Twitter

WHAT OUR CLIENTS SAY

“We definitely saw a huge increase in leads and calls.  There was no question about it because there was proof in our CRM.” Small Law Firm
“I never had the time to do marketing before because I was always so busy doing what I considered my “real” work.  Working with K2M made a tremendous impact on our office.  Not only were we busier with patients but we knew how to represent ourselves because we had a better sense of who we were.” Dental Practice
“We had a really good time.  I was surprised at how much we enjoyed it.”  Physician

LET’S TALK TODAY

If you are considering marketing, give us a call.  There is no hard sell.  No pitch.  Just a conversation.  We are happy to share our ideas and impressions.  Nobody loses from an honest conversation.  Give us your questions and we’ll give you answers.  Really.  No strings, no magic smoke.

Contact Us

Copyright © 2023 K2M Creative Media