A demographic is a cross-section of customers or clients grouped by similarities. These may be as simple as age or gender, or even as complex as geographical locations and income. In their branding, businesses naturally appeal to certain demographics. Yet when they can branch out from this, there are a whole host of benefits that come with it.
The Advantages of Attracting a New Demographic
Attracting a new demographic is a great way of increasing sales. When you appeal to a new audience, you suddenly have a whole new set of customers. This can increase your market share, stimulating growth. It can also hedge against some of the risks inherent in a business. For example, one demographic may change tastes or fashion and go elsewhere. With a wider base of customers, you will still have an income if they do.
Some businesses may have to do this as a survival mechanism. They may find that their product or service becomes redundant, or their old customer base just does not need it anymore. This can often be the case if products are high-priced, one-off lifetime single purchases of goods.
The UK Bingo Industry
Source: Pexels
A perfect example of how to attract a different demographic can be found in the United Kingdom’s bingo industry. Once, this was a sector largely populated by the older generation. However, a recent study found that half of new customers are Gen Z and millennials, with 44% of first-time visitors being under 35.
The sector has done this in many different ways. Technology has played a part, with the installation of electronic machines in venues in which to play games. There have also been themed nights introduced: It is not unheard of to see live music at bingo halls, with Abba and Elvis-themed events taking place.
Bingo online has also become extremely popular over the last few years, which has contributed to this demographic change. This allows people to play from home and benefit from bonuses and special offers. There are also multiple game types on offer, many more than you would find in a bingo hall. Yet this has not taken away from the attraction of visiting a physical location, but enhanced it. At the end of 2024, gambling yield from non-remote bingo gaming was at £628.1 million, a 5.6% increase on the previous period.
How to Attract a New Demographic
Attracting a new demographic will be extremely hard for some businesses, simply due to the nature of their product. For example, people who sell baby feeders are never going to appeal to anyone other than parents of newborn children. For others, their branding may be so good and entrenched in its demographic that it is hard to overcome.
In this case, businesses should start to partner with other businesses close to their niche. For example, the fictional baby bottle brand mentioned may partner with a baby fashion range or maternity wear.
Ultimately, know your audience and stick close to it, branching out gradually. Ask current customers what other products they may want, and see how providing this could appeal to new demographics. Once you have this, set up a long-term plan and know the people you are targeting.
