The Importance of Understanding Your Target Market in Las Vegas

Posted on 02 March 2009

If you are a company that is focused on doing business in our fine city of Las Vegas, then there are great benefits to understanding your target market when marketing your business here.

A dog grooming business, for example, would not be trying to sell their services to people who own birds; they need to find effective ways to reach people who own dogs in town. Furthermore, they may find that their target market of dog owners is narrowed down to a few zip codes near their place of business.  By identifying who your target market is, you’re not just taking a “shot in the dark” with your marketing efforts.

The official definition of a “target market” is the specific group of customers that you market your products and services to. They are the customers that are most likely to be interested in your products and services. Unseasoned marketers or business owners might attempt to market to “everybody” which is a very unwise strategy to take.  Aim for your target and you will have a far more successful shot at a “bulls eye” with your marketing efforts.

Las Vegas is a metropolitan area of great extremes. There is everything from the underbelly of Sin City to conservative business people, entertainers, blue collar workers, people of many different types of religions, families, young and old.

Here are some points to consider in helping you identify and understand your target market:

  • Is your target customer a man or a woman (or both)?
  • What is the age range of your target customer?
  • What geographic area/s do your target customers live?
  • What is their income and what do they do for work?
  • How does your target market thing and feel?
  • What messaging and what offers will appeal to your target market?
  • Create an email or written survey to find out more about your target market.
  • Talk to customers, ask questions, what they like, what they don’t like?
  • Keep tabs on your competitors to see how they are communicating with your target market.
Once you have a target market identified, you should create all of your marketing materials, the look and feel of your materials, the copy writing and the delivery methods of your materials appropriate to that target market.
For example, let’s say you are opening a law firm in Summerlin and through your research, you find that your target customer is male, 35-49, conservative, lives close to the area, owns a company employing 50+ people and is concerned with the high cost of retaining an attorney.  
The business owner of that law firm should develop materials that speak directly to that target. Perhaps the colors used in their logo, business cards, website and brochure are conservative blue and gold colors.  The messaging and copy would be targeted to that target as well. The places you might advertise would be in the areas where that target market lives, the publications they read, the television shows they watch.
Now, more than ever, it is very important to have an idea of just who your target market is and by doing so, you’ll know how to communicate with them and gain their business!

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This post was written by:

- who has written 172 posts on Las Vegas Marketing, Web Design.

Michael has owned and operated Perkolate of Las Vegas (www.perkolate.com) for over 10 years and has worked in the marketing and design fields for over 15 years. He has extensive experience successfully strategizing and executing marketing communications plans and online and print materials including major website launches. Michael holds a B.F.A. in Art & Design from San Jose State University, as well as Certifications in Marketing Communications from San Jose Sate University and Web Programming & Design from Computer College of Silicon Valley. Michael has also previously taught Web Design and Digital Imaging at the Art Institute of Las Vegas.

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One Response to “The Importance of Understanding Your Target Market in Las Vegas”

  1. piftAdateef says:
    April 10, 2009 at 9:55 pm

    FANTASTIC!

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