How would you know for sure? You could take a look at your current client list. Or you could consider Miata owners community. Would it be easier to target the community or target individuals in that community?
This is a diverse group of people as you can imagine. Targeting a specific demographic you very well could miss your target. By meeting the needs of the Miata Owners Community you speak to the loyalty of the group.
Community focus flies in the face of traditional marketing
Traditional marketing says, “create an avatar (your ideal client), give him/her a name, know everything you can about that person, then speak specifically to them.”
Let’s go back to your business. Your business is selling recycled imported car parts. It’s not, to sell to a retired school teacher who likes to cruise around with the top down. Who makes $64,000 a year and invests heavily in the stock market. This school teacher has 7 grandkids and reads the Wall Street Journal daily.
You sell recycled imported car parts…
Who is in the market for your business? Focus on the avatar and you’ll struggle trying to hit the target. Focus on the community and hit it with deadeye accuracy.
What if you frequently contributed quality content to the Miata Owners Community about: “The care of imported cars.” “Where to source quality parts.” “Ten really cool places to take a road trip in your amazing Miata on days when you can ride with your top down.” “The Top Twelve Best Brokers in America to Buy a Vintage Miata.” “Tips for insuring a vintage import.”
You get the idea. When you’re contributing to the community you stand out from the crowd. Your contribution increases the value of the community. You’re demonstrating that you care about people who own Miata’s.