Do You Know Your Demographics?

Have you ever heard somebody say they’re not a gambler? It’s about everything from buying a lottery ticket to visiting Las Vegas to betting on the Kentucky Derby. What’s ironic is as small business owners, everyone is gambling EVERY day.

Being in business is no easy task. There are thousands of variables, ranging from global challenges like the pandemic to local issues such as floods, fires, hurricanes, and tornadoes, to simply hoping a client will pay their bill on time. As an owner, there’s always a gamble at your door.

But when you don’t know your demographics, you’re taking on the biggest gamble of all! And you’re wasting money because you’re not efficient in hitting the right target. 

Do you know the demographics of your target audience?

Most of you specialize in the portrait/social categories. Knowing the demographics of your target audience is critical in establishing consumer recall and brand recognition.

Google defines “demographics” as the various characteristics of a population. Examples of demographics can include factors such as the race, sex, and age of a population that is being studied.

For example:

• Women make 98% of the purchase decisions to hire a professional photographer.
• In weddings, the average age of a bride is around 28 years old.
• Families with children are more focused on the need for family portraiture.
• Higher annual revenue alone is not as relevant as the educational level of the consumer. However, high-end wedding or commercial shots are more accessible to individuals with higher income levels.

And specifically for wedding photographers there’s so much data to help you define the potential business broken all the way down to zip code! Here’s just one source from The Wedding Report showing what they have available.