You may want to market to everyone, but defining a specific audience has the power to grow your business exponentially. Through learning various factors about your main customers, you can cater to their needs and help better understand their motives. In the end, you’re able to reach a specific set of people that are interested in your type of business and maximize your profits.

Before you start your marketing process, take a step back and evaluate your current and potential audience. For a better understanding of who they are and how to serve them better, ask yourself these questions:

What are my audience’s demographics?

Determining their age, income, location, gender, etc., allows you to get a better picture of who you’re marketing to. Industry estimates report that about 70 percent of tanning salon customers are Caucasian women. It has also been reported that 59 percent of college students have used a tanning bed at least once, and more than half of tanners started tanning before the age of 21. From these statistics, you can conclude that your main indoor tanning demographic is likely to be white females, 18-29 years old. Income and location will vary depending on where you are.

Click here to read the entire article in the latest issue of Smart Tan Magazine online.