Tips To Knowing Your Prospects Better To Fine Tune & Improve Your Marketing.

I think it is Harry S. Dent who says, “Individuals alone are not predictable but masses of people are.”

The BIG 4 banks know it – They’re targeting people at the moment who have tapped out their credit card over Christmas with 0% transfer offers or offering them higher credit limits.


They know their prospects and customers have overspent and want to make more money from the interest.

Insurance companies know it – They can predict how long I’ll live, what average age I will retire, what most people my age will do from, what average income I’ll earn over the period of my life, what I spend on average per week on groceries and loads more. They know their prospects and customers.

My point?

You need to know your prospects in depth as well.

To help you I’ve put together a list of some general stats for you about Aussies and certain businesses so you can get to know whom your prospects are so you can narrow it down and help boost your marketing results.

This is part of walking in their shoes or ‘slice of life’ as some would say and I do a lot of market research on a lot of before I write copy or create marketing campaigns.

I have to.

It’s the only way to get inside and get to know the people I am writing to so I can get insight into their fears, frustrations and wants as well as their buying and spending habits.

Are you in the wedding business?

A. The average age Australians get married is between 29 and 32

Average cost of wedding

A. It’s almost doubled over the past decade, with couples shelling out a record $54,294 on the average for their wedding, Bride To Be magazine’s bi-annual Cost of Love study has found.

Q. Average Aged Aussies have their first child?

A. 30

Q. Number of small businesses?

A. Karen Connaughton, Director of National Tax Data and Business Demography, said that the Australian Business Counts publication showed there were 2,141,280 actively trading businesses in Australia at June 2012.

In the home loan business?

If you’re in the home loan business The 2012 Mortgage Choice Future First Homebuyer Survey asked 1,000 Australians who plan to buy their first home in the next two years about who they are, what’s worrying them and what’s motivating them.

A stand out finding was the shifting age of first time buyers. The number of newcomers aged 30 years and over has increased from 54% in 2011 to 61%.

Now, one in five first homebuyers is 40 plus. Younger Australians are still buying property, with 39% of first timers aged 18-29 years. And it’s never too late, with 6% of respondents planning to buy their first home over the age of 50.

Australian Same sex statistics –

Last year I did my first same sex marketing campaign so I needed to know traits such as

Q.  How many same sex couples are there are in Australia?

A. The 2011 Census found there were around 33,700 same-sex couples in Australia, with 17,600 male same-sex couples and 16,100 female same-sex couples.

Q. How many same sex couples have children?

A. The 2011 Census counted 6,300 children living in same-sex couple families, up from 3,400 in 2001. Children in same-sex couple families make up only one in a thousand of all children in couple families (0.1%). The vast majority of these children (89%) were in female same-sex couple families.

Q. What is the typical Australian worker’s wages?

Among full-time workers, the average wage is $72 800 per year. But remember – the average (i.e. the mean) gives a misleading impression about what the typical worker earns. It is pushed upwards by the large salaries of a small number of very high-income earners.

The median gives a more accurate sense of the typical worker’s wages. If you earn the median salary, your wage is in the middle of the distribution – it’s higher than 50% of workers and lower than the other 50%. Among full-time workers, the median was $57 400 in August 2011, which is the most recent figure.

Even this figure, though, is a little higher than the typical worker’s wage. That’s because it doesn’t include the 3.5 million people who work part time. When you bring them into the fold, the average wage drops to $56 300, and the median  drops to $46 900.

Q. What’s the average lifespan of Australians?

A. Males 79.5 years and females 80 years of age

Q. Average retirement age?

A. MORE than a third of older Australian workers now plan to work until they are at least 70, in an astonishing cultural change, the Bureau of Statistics reports.

Q. Australians most common occupation?

A. For both men and women the most common occupation in Australia in 2011 was sales assistant, reflecting the large number of part-time sales assistants in the labour force.

For men, other common occupations were truck driver, electrician, and retail manager; for women other common occupations were general clerk, primary school teacher, and office manager.

Q. Average mortgage

In 2011, the average Australian household with a mortgage paid $1800 a month in mortgage repayments, up from $1300 five years earlier.

Q. What are we spending our money on?

A. Aussies are spending more and with confidence. Higher home prices and the summer weather encouraging lots of spending activity, it’s no real surprise.

The latest retail data from the Australian Bureau of Statistics is out and shows we spent $264.2 billion at retail outlets in 2013.

To put that into perspective, spending was up 3.2 per cent over the last year – the strongest calendar-year growth in four years.

Q. The biggest winners?

A. Turns out, the biggest winner in 2013 was recreational good retailing (things like sporting goods and toys), with nominal growth of 9.6 per cent.

Next up was specialised food, like butchers, bakers and seafood (up 8.3 per cent) and clothing retailing (up 5.7 per cent).

Q. The losers?

The losers in 2013 were in newspapers and books, which is now the smallest category in retail trade – no surprise considering the advent of digital media – as Aussies continue to get their news online.

In the December quarter, spending fell at hardware outlets, electrical good stores, newspapers and books, and liquor retailers. And, with great summer weather, it’s no surprise spending was up at cafes and restaurants.

Want to know your prospects better?

If you’re time poor and want to get to know your prospects better so you can fine tune your marketing, give me a call on 0412 288 339 or drop me an email to find out about my data mining and know your prospects research services. You’ll be glad you did.

Improve Your Marketing Eddie Image

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