Getting To Know Your Customer

Here at Copland, we never stop adapting to fit into our customer's objectives. For us, it's about offering quality distribution services, at great prices, quickly and easily. Sounds easy, doesn't it... it's really not.


Fitting to our customer though is one thing, but it'd be an even greater task if we didn't know who that was. Our task would be near impossible, and services ineffective if we built our product for kids aged 10 - 15 and business owners. An extreme example, but the logic is there. We build, design and improve our services to fit it to the people who use us (if you're reading this then chances are it's you).


Getting to know your customer is your bread and butter to profitability. You build, pivot, adapt and evolve to their needs (not the other way around, as you'll; find you're out of business pretty quickly). This is when the term 'demographic segmentation' comes in.

Demographic segmentation is the process of selecting your target marketing into accessible groups pf people, based on data like where they live, their age, what their job is, their income and behaviour, for example. By understanding these things, you understand your customer, and if you understand your customer, you can build campaigns around them. This, in turn, will increase your conversion rate, thus revenues and profits.

Why is demographic segmentation important for you?


We're glad you asked. Demographic segmentation provides a personalised experience for you, enabling you to understand the messaging your adverts should have, the features your customers care about and their future direction.


"When you speak to everyone, you're speaking to no one." - Meredith Hill.

Questions to ask yourself

Not sure where to start? Try answering the questions below:


Hint: if your answer to one of these is 'everyone' or 'everywhere' you're probably due a rethink. Remember, pleasing everyone pleases no one.

  1. Where does your customer live?

  2. How old is your customer?

  3. What kind of qualifications does your customer have?

  4. Where does your customer work?

  5. How much does your customer earn?

Sometimes you need to get personal

Generic marketing campaigns don't work anymore. It would help if you thought about the areas you're targetting, what your message is on your material and the offers you present. If you can understand your customer and build campaigns around them, you'll be harnessing the power of demographic segmentation.