by Kurt
9 replies
Here's a good site from the US gov that has demographic data for the USA. It's based on the 2010 Census, so the info may be a bit out of date but could be useful for many offline marketers...


https://factfinder.census.gov/faces/...es/index.xhtml
#demographics
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  • Profile picture of the author ewenmack
    https://www.hometownlocator.com/ has the latest updates July 2018.

    Plus it has a much easier interface to search valuable data.

    For example, if I'm wanting to do a direct mail campaign for a local home improvement co.,
    I'd go to State, select highest income and I get the areas that have the highest income.

    I would then go to Zillow to check out when homes were built in that area so that
    they are ready for mprovements.

    Then there is another free tool I will use to check the percentage of home ownership in that zip code/mailing routes.

    I'm looking for areas that are in the high 90's
    so that postage isn't wasted on those who will never buy.

    Once that test is passed I can then use EDDM
    to blanket that area.

    Best,
    Ewen
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  • Profile picture of the author Ho Lee Schiet
    Once I bumped into a map which can show a demographic level by postal codes. Like, you open the map, enter any code (which you can find here https://worldpostalcode.com/united-s...new-hampshire/) and you see average income and other information about any region. Can anyone share if you know?
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  • Profile picture of the author Kay King
    That one is interesting if I check my zip code...the population counted university students who are here 3/4 of the year and who have low personal income. Also - numbers appear to include the entire student body...and 40% of students at this university are foreign students.



    So - the population of this area appears to be twice what it is and the 'average income' about half what it is. That's a nifty tool but as with all demographics sometimes there's more 'to the story'.
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  • Profile picture of the author max5ty
    As someone that spends a ton of money on Facebook ads monthly, I can say the tool Facebook offers to select your audience is mind-boggling in terms of what it will tell you. There's not a lot you can't discover.

    A lot of people don't utilize Facebook to target their audience because they don't run ads...but it can be used by anyone.

    Hopefully, everyone also knows about using Facebook pixel on their sites whether they run ads on Facebook or not.

    A lot of times, your idea of your target audience is off...a pixel can give you a load of info on your true audience.
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    • Profile picture of the author ewenmack
      Originally Posted by max5ty View Post

      I can say the tool Facebook offers to select your audience is mind-boggling in terms of what it will tell you. There's not a lot you can't discover.
      It's good but not great compared to identifying those that are about to buy
      in the next 90 days and only run ads to them,
      without being tied to Facebook or Google.

      Here's a few about to buy in the next 90 day examples...

      Stay in a hotel greater than 14 days...

      A group of 3 or more book travel......

      Stay at an airport hotel...

      Travel to New Zealand or Australia from the US...

      Switch auto insurance...

      Switch phone carrier due to coverage...

      Switch life insurance...

      Buy a mattress $500 or more...

      Buy high-end watches...

      Buy an engagement ring...

      Sell a business.

      Just a very tiny example of identified lists of those that are about to buy or sell
      in the next 90 days so we can put ad dollars in any media to those at the right time.

      That's one universe, soon to be buyers.

      The other universe is brand buyers.

      This group we know the dollar value they buy, frequency and when last bought.

      Say your girlfriend has a line of hand-made girl dresses.

      Well, we can run ads to those women who buy $150 girl dresses.

      Your client has a better alternative to Paypal.
      We can run ads to not only Paypal users, but power users,
      meaning their best customers.

      Your client is a mobile phone network.

      We find out they have the fastest network.

      Great.

      We run ads to those that chose their mobile network because of speed.

      Your friend makes dog treats that puppies love.

      That's easy, run an ad to those that bought Pup-Peroni dog treats in the last 6 months.

      The lady down the street does a great job bookkeeping.
      So you run an ad to those that filed their taxes after the due date to the IRS.

      Looks like they need some help.

      By identifying buying habits, we can make a compelling offer to the right people
      so ad dollars aren't wasted and you can do so
      without being locked into ad networks like
      Google or Facebook.

      Best,
      Ewen
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  • Profile picture of the author max5ty
    @ewenmack:

    Thanks. Interesting.

    Do you use Googles new Intent Tool?

    Totally agree the cost of ads can be greatly reduced by targeting.

    Targeting greatly enhances the sales process...or sales funnel as some call it.

    Few understand the term "sales funnel". Named after the thingy that is shaped like the thing used to pour oil into a car.

    Here's what most consider the way to sell: A page where you smooze the customer that takes them to a landing page where they buy and wham bam you're successful.

    That worked back when, when you could throw just about anything out there and make it sound like it was worth anything...then sit back and rake in the cash...then come out with a book on how to make a million dollars while sitting at your kitchen table in your underwear. Or, how to be a copywriter and make tons of moolah by just writing a letter.

    We're not there anymore.

    If you're a small time marketer looking to pay your rent, or make a couple extra bucks, the old school funnel system probably will still make you a couple bucks.

    In this post, I'm referring to the marketing ideas that work for the movers and shakers in the commercial world. The companies that are growing and dominating their fields.

    And by the way...

    it's just as easy to think like a big player and reap the benefits as it is to think like a little guy just trying to get off their friend's couch. You can use the same principles and make them work on a smaller level.

    As usual, I'm getting long-winded.

    I guess what I'm trying to say, is, depending on where you are in your level of marketing...depends on your idea of a sales funnel. Even if you're just starting, think big. Discover what the big guys use and use it...even if you can only implement it on a small scale. You'll grow faster than the guy still stuck in the past.

    So anyways, without going on and on, I'll post a couple links that hopefully explain better what I"m trying to say:

    https://www.thinkwithgoogle.com/cons...keting-funnel/

    https://www.campaignmonitor.com/blog...for-marketers/

    https://adage.com/article/digitalnex...l-dead/303301/

    https://www.thinkwithgoogle.com/cons...nsumer-habits/
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  • Profile picture of the author ewenmack
    Those articles are search intent.

    The next advancement is purchase intent based on what people
    are buying leading up to a purchase.

    One credit card company tracks $1 trillion of annual purchases through their US network
    and can predict what people are about to buy
    based on recent purchases and Big data for accuracy.

    What people buy before buying the main thing that can be totally unrelated
    in many cases 50% of the time,
    therefore no marketing mind would connect the dots using search intent.

    For example, men having a big up-spend on haircuts leads to buying an engagement ring.

    Or here's a crazy one... the big surge in buying laundry and dry cleaning prior to switching
    auto insurance.

    BIG data just reports back where the money is being spent leading up to a purchase.

    Has no bias or opinion on the subject.

    They started out with a few categories and are rolling out more.

    They started to make that data available late last year to a
    few select advertisers,
    I'm one of them.

    Best,
    Ewen
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    • Profile picture of the author max5ty
      Originally Posted by ewenmack View Post

      Those articles are search intent.

      The next advancement is purchase intent based on what people
      are buying leading up to a purchase.

      One credit card company tracks $1 trillion of annual purchases through their US network
      and can predict what people are about to buy
      based on recent purchases and Big data for accuracy.

      What people buy before buying the main thing that can be totally unrelated
      in many cases 50% of the time,
      therefore no marketing mind would connect the dots using search intent.

      For example, men having a big up-spend on haircuts leads to buying an engagement ring.

      Or here's a crazy one... the big surge in buying laundry and dry cleaning prior to switching
      auto insurance.

      BIG data just reports back where the money is being spent leading up to a purchase.

      Has no bias or opinion on the subject.

      They started out with a few categories and are rolling out more.

      They started to make that data available late last year to a
      few select advertisers,
      I'm one of them.

      Best,
      Ewen
      Ewen, I understand the search intent and the post buyer intent for future buys.

      We all understand big chain stores have been doing this for a while now, and have spent billions to study it. There's a whole science behind it.

      Lisa buys a pregnancy test thingy and we target her with baby stuff coupons.

      Bob buys a snow shovel so we target him with Advil coupons. Joking (maybe).

      It's an interesting science that I think will only advance.

      Lots of privacy concerns though.

      If I buy jet fuel for my Gulfstream that burns about 360 gallons an hour...and I do that last week...do I want my credit card company telling you my name so you can target me with ads for another Maserati? And should we be upset that our info was shared?

      It's all interesting...and sometimes questionable.

      Sounds like you've got an inside track on some possible interesting info.
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