Businesses that Cater to a Specific Demographic: Doomsdayers

Knowing your customers pays off.  The more in-tune you are to your customers’ needs and demographics, the better equipped you are to target your market and maximize profits.  Today, GbBIS continues our series on businesses that cater to specific demographics and how they’ve used demographic targeting to find success.  Today’s feature: ‘Doomsdayers.’ 


Or should we say, ‘preppers.’  The term ‘Doomsdayers/ preppers’ applies to those who are prepared for any catastrophic situation: hurricanes, tornadoes, earthquakes, enemy attacks…even zombie invasions.  These people, in fact, dislike the term ‘Doomsdayer’ as it makes them sound more like religious zealots than survivalists.  Preppers, they feel, is a more neutral, if not positive term.

Preppers aren’t crazy militant-types, as some people may hypothesize.  “Preppers are no more crazy than those wacky people who have homeowners insurance,” says Phil Burns, owner of the American Prepper’s Network. “Seriously, why do people have homeowners insurance? It’s so that if something catastrophic happens to your house you can get money to buy a new one…Prepping is basically the same thing – we educate ourselves and purchase items that will be essential to continue our way of life in a catastrophic event.”

The demographic of the prepper movement isn’t easy to target.  Vic Rantala, owner of Safecastle, which has been servicing the survival market for over 10 years, says that “Our customers are really a good cross section of the American population. … We have people of all incomes and a lot of professions: Doctors. Lawyers. Business owners.”  But if you look hard enough, you can find common themes among those who prep for Doomsday.

Look at the areas on a map where you see abundant natural disasters: earthquakes in California, tornadoes in the Midwest, hurricanes in Florida and Louisiana.  These are the places you will find preppers and the businesses that cater to them.  Miami-based US Bunkers has been designing bunkers ever since the 1992 onslaught of Hurricane Andrew.  In the midst of the new hurricane season, you better believe people are lining up to purchase their own bunker.

The market for preppers is booming and, most likely thanks to geographic targeting, companies that cater to preppers/ Doomsdayers are finding success.  Using the most accurate demographic and geographic data from GbBIS, you too can better target your own customers.  Find out which cities, counties, and ZIP Codes are most likely to buy your products using data such as Crime Risk and WeatherRisk.  Use our demographic maps and data to locate customers and target markets.

Contact GbBIS today and discover how our mapping data can help you better target your market. 

Check back next week to see which businesses we will be highlighting in our series!

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