Gone are the days of generic marketing, which includes generic signing. Technology and migration have killed off any chances of profitably marketing to the declining mainstream customer. Generic marketing and signage are the same as placing a sign over your door that says “Your kind is not welcomed here.”
Communities across the nation have demographics growing in diversity. For example, the Detroit area has become much more diverse. Newspapers such as Michigan Chronicle, Latino Press, Chaldean Detroit Times, American Senior Gazette, and Metro Times all reach a concentrated, marketable culture. African-American, Hispanic, Arab, Senior, and Generation Y all wield buying power that is reached through these cost effective media.
Purveyors of goods and services are finding future success depends on identifying the demographics of their most likely customers. Develop a brand identity that not only appeals to your most desired demographic but can be easily modified to reach others. The key is to have a brand that appeals to multiple demographics without each target group being overwhelmed by the other.
© Max Impact, used with permission.
Marketing and Public relations resources: