Don’t you just love the electric atmosphere in airports?
It’s that combination of nervousness and anticipation that gives off that charge.
Not to mention the actual comings and goings of multi-million dollar aircraft, shuttling human beings to destinations that mean so much to them.
That last part is crucial – “important to them.”
So when you’re in an airport, surrounded by thousands of people, you’re actually quite alone.
Because everyone is so self-absorbed.
This makes it a great place to do market research. You are literally alone in a crowd.
I’ve gotten several insights on my business travels this year alone.
Most of them are in the paid program but I will give you one right here I’d like you to think about.
Airport travelers all have one thing in common:
They are part of the economy.
While this may seem obvious, I would like to remind you that approximately 50 million Americans are not in the economy.
I am referring to those on food stamps, social security, jobless or homeless.
These folks, for many structural reasons, have been sidelined and forced into subsistence lifestyles.
So unless you’re selling basic items such as groceries or Dollar Store goods, they are not part of your market.
So if you can get to an airport, just observe the wide range of people flowing through.
What do they have in common?
They have purpose, they are employed, they have families, etc.
In other words, these are people with a variety of needs that have to be met on a daily basis in order for them to maintain their place in the economy.
The free lesson here is to study only those prospects who are in your market – meaning they have ability to pay for your goods or services.
Your task as a marketer is to study them. Think about their needs and problems exclusively. Come up with a solution that seems perfect – and then sell it to them.
If you’d like to learn about the couple other insights form studying airport customers, subscribe to Timeless Profit Principles, the daily email that arrives at 5 a.m. with an insight you can use in your marketing efforts.
See you on the high side, FG.