Considering Demographics and Intent

by

A furniture maker advertises within an interior design magazine, because the readers of the magazine are likely to be interested in their product, and wealthy enough to purchase it. Similarly, a premium children’s clothing brand does a pop-up show in South Kensington, because they know there are plenty of mothers with young children in the area, who have the disposable income to buy expensive kids clothing.

Brands design their websites, train their staff and choose their tone of voice to appeal to an ideal client. They then present their product and advertising in the environment they believe this client exists.

When planning and producing video content for a company, we work in much the same manner. We look at their existing and most loyal client base; their likes, dislikes, common interests and personalities, and we make videos with content and a tone of voice that will appeal to them. Then in order to attract more profitable clients, the video is distributed in the places these type of people are known to be active. The client profile serves as a filtration device, so that amongst the countless ways in which we could communicate, we create messages that ‘work’ for the people most likely to buy.

Of course to speak solely to a demographic, is to ignore a sometimes sizeable group of buyers who do not fit the profile we consider most representative of a profitable client base. 40% of baby product purchasers live in households without children for example, and there will be people with the means to buy expensive furniture, who do not have the time nor inclination to read interior design magazines. It is worth remembering whilst demographics can inform our approach to content creation, it is always needs and desires that stimulate demand.

Whilst a mother may attend the show in South Kensington, there is no guarantee that with a tired or hungry child in tow, she will be in any sort of mood to have them try on clothes, despite being part of this brands’ ideal demographic. Yet somewhere else in London, a fifty-six year old man is searching Google with the full intention of purchasing a ‘blue wool cardigan’ for his Grandson.

Being of a particular age, gender or marital status might make me more likely to use a gym, but it’s only a desire to lose weight, build muscle or improve my conditioning will that will actually inspire me to search for one. So I use Google with the intention of solving a problem. At this stage who I am does should not matter to the owner of a gym, only that they are present when I am looking, and able to answer whatever questions I might have at that time.

Reference: https://www.thinkwithgoogle.com/articles/why-consumer-intent-more-powerful-than-demographics.html