1. Market Segmentation – i.e. Target Market
DemographicsNow
Denver Public Library

2. Main Idea
Market Segmentation is instrumental to understanding customer needs and reinventing the customer relationship.

3. The students will be able to:
Objectives
The students will be able to:
Explain how to identify a market
Utilize the Denver Library DemographicsNow database
Each day go over the objectives with the students!!!!!

4. Market Identification
Demographics
Psychographics
Geographics

5. Logon! www.denverlibrary.org Research
Research Resources – Popular Topics - Business
Business Databases – DemographicsNow
Click on DemographicsNow
Looking for Demographics – Start Now

6. Tutorials for Later!

7. Entire Class Practice Zip Code!
Initial Screen – Entire USA
Enter Geography – type in (East High School Zip Code)
Demographic Snapshot Comparison – for 80206

8. Different Report Types
Report Type – Comparison
Scroll down to CEX Apparel Detail Comparison
Apparel expenditures for current year averages are shown

9. Experiment Try out a couple of other report types! Discover
How people spend their $$
Demographic trends in the area
Potential business ideas
Bad business ideas!

10. Mosaic Household Comparison
Time to look at Demographics & Psychographics combined!
Select Mosaic Household Comparison
Largest Groups – Data obtained Fall 2015
C13 – Silver Sophisticates (19.0%)
G25 – Urban Edge (22.3%)
O54 – Striving Single Scene (32.4%)
Click on the “Click Here for Mosaic Cluster Details” at the top right of the screen!
Select C13 to look at the Silver Sophisticates

11. Silver Sophisticates
You can read through literally 20 pages of information – text and charts describing this group!
Note – Page 17!

12. Urban Edge – G25

13. Striving Single – O54

14. How do I use this?! Can directly quote material into the text.
Use Snipping Tool to incorporate charts into Word or PowerPoint document
Print single pages
Always make sure to cite your source – Include not only the web site (Library.demographicsnow.com) but also the Mosaic Details information!