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If The Name Fits...

''New eco-topia''...''Old money flats''...''Kids & cul-de-sacs''...if these areas don't sound familiar, listen to what Michael J. Weiss has to say: Your customers live there.

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This story appears in the March 2000 issue of Entrepreneur. Subscribe »

Marketing meeting: Take One. "We sell electronic organizers so we should market to anyone who needs organization or likes gadgets. Let's send a flyer to everyone in town." marketing meeting: Take Two. "We've cluster analyzed ZIP codes in a five-mile radius of our store. Area one and four are mostly seniors and blue-collar families, so we'll focus on areas two, three and five professional singles and white-collar middle class and affluent families who buy personal electronics. We'll target 30 blocks with three separate mailers." isn't it nice to know the person you're marketing to may actually want your product or service?

Geodemographics, also known as cluster or lifestyle marketing, jolts demographic marketing up a few notches. "Geodemographics is kind of a holistic approach to marketing," says Michael J. Weiss, author of The Clustered World: How We Live, What We Buy, and What it all Means About Who We Are (Little, Brown and Company). "It doesn't just consider demographic information like age, income and marital status. It also looks at the effect of whether people live in a city, a small town or a rural area. It looks at lifestage whether you're young and single, a couple with kids, or a retiree. And it also looks at other factors, specifically how you behave in the marketplace."

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