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Ethnic Consumers
BRW Reports:
• There are 3.1 million ethnic consumers that Australian businesses ignore.
• These are potential consumers that are misunderstood and miss-communicated to.
• Missed opportunity; once one person in the community takes on a product or service it is likely that others will follow.
• Strategise and market to these communities through multilingual marketing/communication.
• Speak to them in their own language.
• While not everyone has the resources or budget to commit to such a task, the big companies do.
Lists available for this demographic from AML:
• The Great Australian Survey asks a question - Where were you born?
• RewardsCentral asks a question - What is your ethnicity? And besides English, do you speak any other language?
• MOSAIC Group F (modelled data) represents groups of the greatest cultural and linguistic diversity in Australia.
Middle Aged Men
BRW Reports:
• Easy to find but are brand loyal.
• Market to them in areas they enjoy and have a strong presence in: sport, news and current affairs etc.
• Special interest marketing and offers.
• Market through other people to reach this segment; wives, daughters, older granddaughters etc.
Lists availbale for this demographic from AML:
• All consumer based lists will be able to target this demographic by specifying an age filter.
• Consumer survey based lists such as the Consumer Lifestyle Survey, Brandleaders Survey, RewardsCentral, and Market choice to name a few, can further refine this by targeting the list not only by age but by leisure interests, habits etc.
Professionals
BRW Reports:
• Represent about 75% of the population.
• Highly sought after in the economic downturn because they are less frightened and are able to cope with difficult situations.
• Catch their attention with visually sophisticated marketing.
• Repackage and reposition to look more sophisticated rather than extravagant; appreal to their sense of reason.
Lists available for this demographic from AML:
• At a business level the IncNet Database will have the greatest reach on professionals and executives at medium to large corporations.
• There are also many niche lists available that can target specific professions such as Doctors, Accountants, Lawyers and Dentists etc.
• At a consumer level using the survey based lists such as the Consumer Lifestyle Survey, Brandleaders Survey, RewardsCentral, and Market choice to name a few, people who have listed their occupation as professional, senior management, company director etc can be selected.
Gay & Lesbian
BRW Reports:
• Welcome this demographic, be inclusive.
• Know the market and don’t make too many assumptions that are stereotypical as this will hurt you campaign and turn this demographic away.
• Need to build trust with this demographic.
Lists available for this demographic from AML:
• Email Gay Community Database.
• Email Gaydar Database.
Seniors
BRW Reports:
• Well established identities and like to give back to the community.
• Think and feel younger than they actually are.
• They will read something or at least pick it up if their name is on it; personalisation.
• Stong brand loyalty.
• They like to know the pros and cons of the products or services they are about to engage with.
Lists available for this demographic from AML:
• Specifically there are two databases that cater to this segment - AustralianSenior.com and Over 55’s Database (this is a mail/phone based database only).
• There are also the consumer based lists once again that can target this demographic using an age filer among other possible selects.
Singles
BRW Reports:
• People choosing to marry later or stay single, live alone.
• Young singles spend money on themselves while older singles spend money on kids or ageing parents.
• Businesses that understand that they are not desperate and dateless.
• Time spent on social networking sites.
• Technology savvy.
Lists available for this demographic from AML:
• Consumer based lists once again that can target this demographic using the select: Status - Single.
Parents
BRW Reports:
• Mothers in particular retain the buying power.
• Convenience is important - parents are time poor so offer products or services that cater to this important factor.
Lists available for this demographic from AML:
• Consumer based lists that can identify this segment.
• Mother & Baby Gift Pack Database - identifies mostly new mothers.
Courtesy of BRW (Issue 3 September 2009)
Posted on 16th October 2009