Targeted Audience Demographics
Once you have determined which people you would prefer to
attend your event, you may begin the process of identifying them
demographically. This target audience may be defined by age,
gender, income, location, interests, professions, skills, etc.
The following demographic data points are most often used to
define the ideal attendee group for financial seminars and
Age ranges may be selected using varying degrees of accuracy.
For general seminar use, Age - Adult 2 Year Age Bands provides
the necessary level of refinement. In other situations, such as
Social Security Timing or Medicare enrollment programs, you may
wish to use Age - Adult Month of Birth in order to precisely identify
those potential attendees whose age correctly matches the
The notion that "more is not always better" may be axiomatic of
income data. There are several available data points to make use
of including: Estimated Income - Higher Ranges, Estimated
Income - Narrow Ranges, Income - Broad Range and Income -
Premium Income Range. It is often the case that simply selecting
higher income brackets will not produce ideal audience shaping
outcomes. For example: if you are delivering a Social Security
optimization program, you will likely find that high income
individuals (>$500k) will be significantly underrepresented in your
responders for obvious reasons.
Indicators of Net Worth provide a simple means of identifying the
affluence of potential attendees. However, this data point does not
filter out illiquid assets such as home equity or the value of
Income Producing Assets (IPA)
Claritas® Income Producing Assets is the gold standard for
identifying those prospects with the type of liquid assets most
desirable to Financial Advisors seeking an audience primarily
composed of those with money to invest. Income Producing
Assets Profiles provide insight into the liquid assets of a household
based on responses to the Claritas Financial Track survey of
financial behaviors, the largest financial survey in the industry.
Through this survey, Claritas collects actual dollar measures from
each survey respondent.
When you have selected your venue, a radius is determined to
contain the selected group to a reasonable travel distance while
meeting quantity goals.
DATALeader’s experts can help! Once we have determined who
your audience should be, we will construct the demographic
profile information needed to ensure the success
of your event.