Find targeted consumers and focus marketing for optimal results – at your library

Your goals, as you focus your marketing activities, might include finding a perfect location for your business site – one where many people in your target market live and work nearby and would value your products or services. Or, you might want to identify consumers who are interested in the opportunities you offer even when location is not relevant for purchase. But, how do you find potential consumers?

While it’s necessary that businesses identify their target consumers and how best to approach them, accurate market segmentation information and mapping tools are not always easy to uncover.

Fortunately, your public library offers many business resources and services that lead to success.

“We helped a patron who wanted to open a Montessori school but didn’t know which location would be optimal. Through market segmentation and mapping information, we identified a neighborhood where many young children and other preschoolers lived within five miles and would be interested,” explains Bruce Brigell, Coordinator of Information Services for the Skokie Public Library in Illinois.

 “Another entrepreneur, who owns a travel business that includes cruises and other travel possibilities, asked for feedback. Where consumers lived wasn’t as important as their travel interests and information for a mailing list. We worked on that and were ultimately able to provide them with a targeted mailing list.”

Two of the library’s many business resources include ReferenceUSA and Social Explorer. “While you can go directly to the Library’s website — skokielibrary.info/resources/research — to use these resources, librarians are also able to generate lists and reports for patrons not familiar with the products,” Bruce says.

ReferenceUSA offers a variety of business and residential data sets that will help your business marketing strategy.  Included are categories such as consumer interests, purchasing habits, demographic and social profiles and other relevant data that enables you to develop accurate mailing lists or visualize where targeted businesses or consumers are located through ReferenceUSA’s Heat Map utility.

Social Explorer is another rewarding research source for market segmentation, offering demographic information at geographic levels from state or county wide to school district or block group. “Social Explorer applies data that is presented every 10 years by the U.S. Census, as well as the American Community Survey, which is an annual statistical survey from the Bureau, “Social Explorer and ReferenceUSA can complement each other, or you can just refer to one, depending on your interests and goals.”

Social Explorer tracks ethnicity, income, education, and other variables by town or by groups. “We can print out maps or offer information in table form,” Bruce adds.

Recently, the Skokie Public Library obtained access to the Experian BusinessIQ service to provide business credit reports to Skokie residents and businesses. The reports provide risk and financial stability scores as well as payment histories for businesses in the United States. Experian reports are available by request to the Reference Department at the Library.

These and other library business services and resources can help you launch and grow your business, consider all options, find targeted and interested consumers, and focus your marketing for optimal results.

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