By Lydia Calderón, Smart Tan Marketing Manager

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.

What is my audience interested in?

Most young females who tan are interested in fashion, makeup, skincare, etc. Knowing that, you can base your advertisements with those styles and messages in mind. Show your customers the value in a high-quality salon product, chat about the importance of spray tan aftercare and how to keep a tan looking great, or talk about how good that white dress will make their tan “pop.” They’ll appreciate your expertise in the field of beauty, and you’ll be able to relate and establish a strong relationship.

What does my competitor’s audience look like?

Study other salons and their procedures. How are they advertising? What demographic are they advertising to? Taking into consideration what your competitors are doing can improve your marketing plan. Ask yourself, what can I learn from them in order to service my (and even their) customers better?

Where is my audience?

Whether it be through social media or traditional marketing, your audience is out there somewhere. Younger generations who grew up around digital technology can be found on Facebook, Twitter, or Instagram, while older generations are more likely to be communicated to through TV, radio, or newspaper advertisements.