Chapter 19 how to find your customers demographics and psychographics. Knowing your customers demographics is very important to your property to your branding and to your bookings. The next thing you want to determine is what and why they buy. This is known as psychographics. Whereas demographics is all about your customers buyers persona. psychographics is another component that really helps you understand your guests.

Here you want to find out what type of values and opinions they have their habits and hobbies and what their lifestyle is like. With information like this, you can truly understand why your ideal guest is choosing your property. Even though you might not be familiar with the term psychographics is not new. It has been used on TV and radio for decades. You probably wouldn't see a power drill advertised on a cooking channel or a feminine hygiene product advertised on the channel. network television networks determine the demographics and the psychographics of groups that watch specific shows or channels, and marketers advertise accordingly.

Have you ever seen an ad or an offer pop up on your computer screen and thought, that's exactly what I need. That didn't happen by accident. A lot of time and research has gone into finding out about you, and people like you using demographics and psychographics. In series one, your hospitality property organizational structure, I stressed the importance of owner spending time with your guests. If you're locked up in your office, it's difficult to understand your ideal guests. So you have to be out and about getting their feedback.

You don't have to have them fill out a survey, although they can prove useful, but instead, just have a chat strategically asking the right questions to make sure you're clear about the different types of questions, demographic questions, would be about age race further from employment status. And psychographic questions would be about personality, values, attitudes, interests, and lifestyles. Actually with these questions, you want to go a little deeper. You want to know what companies your target guests like or recognize, for example, restaurants, clothing hotels. The reason for these questions is to get an idea of the graphics, colors, images, fonts, and designs your target guests find appealing from these different companies. I've included a sample survey at the end of this chapter to find your guests demographics, and also have included questions to find out more about their psychographics because it also mentioned earlier, you don't have to have your guests fill out a survey.

You can work these questions into general conversation, and then record the answers. But if you do find guests would like to find out more about, you could ask them to fill out a marketing survey in return for a couple of free drinks at the bar or a discount on the room. This information is invaluable when developing your marketing strategy. It is also very useful when designing your properties brand. Using the information you gather from your demographic and psychographic research will help you get a deeper connection with your target market. And a won't be long before you'll have guests saying, This is exactly what I like.

Happy guests mean repeat business, which means a better bottom line. Know your competition. You have to know and understand your competition and find the answers to these questions. Who is and why do potential guests spend their money with them? What is their competitive advantage? Is there a significant niche they target but this type of information you can Learn if there is a market segment that is not currently being served or not being served well.

By discovering a specific clientele that you can focus your marketing efforts, you could dominate that specific market. Even if you're a small property. You have to let potential guests know who you are. It is difficult for potential guests to stay with you. If they don't know you, or remember you exist. Ongoing exposure is important if you want guests to think of you when the need arises.

It must be multifaceted, realistic and implemented consistently over time. The message should be focused on developing an awareness of your property as a brand and on building trust around that brand. I'll be talking more about branding in the next chapter. Your marketing strategy has to be a well written description, details specific activities you intend to undertake. Identify the audience each activity is going to target. Specify how you're going to measure success.

Be flexible enough to allow adjustments as necessary. stipulate who on your team is responsible for each activity. I recommend you take the time to let all this sink in. Another tip to learn in your demographics is to use Alexa calm. Alexa calm is an information company that gathers information about how much traffic a site is getting. Here you'll get an idea of your competitors.

Next, visit Quantcast calm. by inputting your competitors URLs, you can find their customers demographics, and use that information to create your own demographic profile. It is worth taking the time to learn all the possibilities with the alexa.com and Quantcast comm websites. demographic questions and psychographic questions are important aspects of any survey. These questions are designed to help you determine what factors may influence respondents answers, interests and opinions. Below are 20 questions to consider for your consumer market research survey.

Demographic questions? What is your age? What is your gender? What is your household size? What is your household income? What is your profession?

What is your education level? Where do you live psychographic questions you may want to ask about their interests, hobbies, opinions, or anything else that will help you learn more about your customers buying pattern questions. Whenever I say blank, you can fill in the appropriate word or phrase to fit your goals. Do you ever purchase blank? If so, who in your household makes the buying decisions? Where do you go when you're looking for playing?

How can you purchase blank? How long does To take you to make a buying decision. What is your typical budget for plank? How far would you travel to make the purchase? benefit questions? what features are you looking for when you purchase blank?

What specific benefits do you look for in blank? What problems motivate you to purchase blank? What needs you trying to meet when you purchase blank? How do you hope blank will make your life better? These questions can provide a jumping point for your target customers research efforts.