It is unlikely that your target customer is exactly the same today as it was when you first began or took over your business. Because of this, it is necessary to make changes to the way the business markets itself to ensure that it embraces all of its potential. Start first by understanding the demographic breakdown of your local community and compare the demographics with that of your typical customers. Do they match, or are there stark differences?
If differences exist, isolate and embrace them. Identify the prospective group or groups of customers and research their likes, dislikes, and trends. Speak with other local merchants and find out if their customer makeup has changed, and if so, how they have adapted to it. Buying habits and trends differ by culture, gender, ethnicity, and other factors.
—Eric Priceman, Victory