In my years of selling media, I’ve met with hundreds of local business owners. In asking business owners to describe who their customers or clients were they usually described who they wished their clients were and not who their clients actually were. They may have seen a couple of BMW’s or Mercedes pull into their parking lot and since they wanted their customers to be upscale, they concluded, that indeed they were their customer.
For the most part the product you sell, the services you offer and your location are going to have just about everything to do about the demographic of your customer.
Once you get past the differences between who you want your customer to be, and who your customer really is, commit and be consistent! As with any and every marketing endeavor be consistent be steady be committed.
If things are going well, don’t think that all of a sudden a different demographic will know be interested, and when things are not as busy as you would like don’t panic. You may want to re-evaluate your message, but don’t panic.