Do You Know Your Target Market

[vangogh]

I was thinking the same thing. Your demographics might be broad, but you still have an appeal to a smaller subset of people. You've mentioned tourists often. That's a different market than local even if you sell to the local population too.

Being in New Hampshire also refines your market. Your personality and the personality of your store are different than if you were in New York or L.A.

[KristineS]

There may be an image ad that would universally appeal to all hat buyers, but I'm guessing you do a lot of product specific ads. You would have to advertise ladies' sun hats differently than you would advertise a men's fedora. So even though your store in general appeals to a large group, the hats in it would generally only appeal to specific demographics.

While your main buyer group is "people who like and wear hats" it really breaks down into a lot of smaller groups depending on the hat people like and wear.

[Aaron Hats]

Originally Posted by Ad-Vice_Man

Aaron,

I imagine though that you target you advertising messages to Tourists differently than you do to the teen/20s than you do to the "older men and women"

Let's just say that I'm lacking in that area. We're also thinking about changing our logo because the hat used in the logo could send the message "men's hats only". On Friday, I met with a local web/marketing company about helping us build our brand so I'm anxious to hear their feedback this week.

[Ad-Vice_Man]

Aaron,

These are some people I respect on the topic of brand development... Every marketing company is not capable of this. Just an FYI

Nasuti+Hinkle brand development