How to Use Demographics in Your Text Message Scheduling

If you aren't already using demographic profiles in your text message scheduling and marketing, then you are wasting up to 90% of your budget! Many businesses make the mistake of thinking that their product or service would be good for everyone … even if that is true, your marketing budget can waste away quite quickly by not targeting your message properly.

Imagine if you were selling facial treatments, and were offering free eyebrow waxing with every treatment this month. Sure, there are some men who like getting facial treatments and eyebrow waxing, especially corporate type guys. But would you take out an ad for your services in a business updates magazine? Probably not! On a smaller scale, not paying attention to demographics in your text message scheduling is just as wasteful. So how do you collect and use demographics in your cellphone marketing efforts?

What are demographics?

There are several main ways to split your customers up into groups. Each of these must be useful in considering what they are likely to need or want. Arbitrary divisions are not useful. You'll want to maintain a database showing each customer's:

• Age, or age bracket (for example, 18-25, 25-35, 35-50, 50+)
• Sex, male or female
• Income level or bracket
• Education level
• Race and/or ethnicity
• Geographic location

How to collect demographics

Some lucky businesses collect these demographics as a part of their service. For example, if you sell products via the internet, you will already have your customer's geographic location. In some cases, businesses might take a date of birth to help verify customer identities (for example, internet providers and electricity providers), giving them accurate age data for creating demographic divisions. In other cases, businesses may be able to assume data based on their interactions with the customers -- but be aware that this is risky business!

A better way to collect demographic data is to offer a reward in exchange for it. Loyalty card providers don’t really need to know people's income or education level in order to give them a free coffee once they've bought ten. However, many stores require this sort of sign-up. There are many ways you can do this is your own businesses. You an also use:

• Suggestion boxes
• Post-purchase surveys
• Focus groups

Shaking what your research gave you

So, how do you apply all this newfound knowledge in your text message scheduling campaign? Many businesses will have only one demographic for their customers -- you might sell a product that only high-income, older females want. However, other businesses have a wide range of customer demographics.

When you design a promotion or special, keep a single customer demographic in mind. For example:

• Mechanics could offer promotions on tasks that men usually do themselves, but women often need help with
• Hairdressers could offer a promotion on a trim and shampoo aimed at their male customers
• Beauty therapists could offer an anti-wrinkle product sample free with a facial, aimed at older customers.

And then use your text message scheduling program to ONLY send this out to customers within your chosen demographic! Easy - and effective.