I was reading a triathlon magazine the other day and learned that nationally, the average annual income of a triathlete is $126,000 (significantly more than the total national average of around $50K). This year, they will spend an average of $2,274 on their bike alone!
Now, this may not mean much to you, but in Dayton, Ohio, we have a pretty well organized triathlon club. Wouldn't their members make great new business targets?
The point is, "fish where the fish are." Segmentation is one of the best ways to maximize your marketing budget ... and one sure way to segment is to market where your target audience lives. What clubs or organizations in your area cater to a desirable target audience for your institution?
Take care,
Eric
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