Our Target Market

I will be presenting Cockrell Electric, Inc., for the duration of the course. Cockrell is an electrical contracting company that has been in business for 25 years based here in Palm Springs. We work all over Southern California, but do most of our work in the Coachella Valley, throughout Riverside County, San Bernardino County, and San Diego County. We are currently expanding our Service Department and would like to use Social Media Marketing to become more involved with our customers, see what our customers are looking for, and to use an advertising platform targeting our specific customer base.

Our target market is high income home owners. These people live in gated communities, and drive very nice, expensive vehicles. They go to the theatre and are members at the country club. Most either play tennis or golf. These people have second and third homes and tend to have one of those homes on the Southern California Coast as well as the desert. They also have second and third homes in the Northern mid West states or Canada. They shop on El Paseo while in the Desert and on Rodeo Drive or at the Grove when in LA. Our target market is heavy in to philanthropy, many of them regularly holding local and abroad Charity functions. They travel and vacation around the world and have friends in very high places. They own fortune 500 hundred companies and are considered some of the wealthiest people in the United States and in some cases the wealthiest people in the world. We also do work for past movie stars and musicians from the 60's, 70's and 80's. Again, our target market are people with high incomes and multiple homes. They are people with an online presence that can absolutely be marketed to.

Demographically our target market is as follows:

Age: 35 to 80
Income: $225,000 to $1,000,000 plus per year
Education: Highly Educated, doctors, lawyers, business owners
Ethnicity: 95% Caucasian, 5% Other (A large percentage of our customers here in the desert are Canadian. Currently I do not know exactly what percentage is Canadian, but I am working with our service guys to put together a percentage of out of towners that are only here during the on Season and that of locals that are here year round.)
Gender: Male and Female equally
Marital Status: Married w/ Children, Double Income No Children, Married No Children
Family Size: 2 people plus