Linda Formichelli

Linda Formichelli
The Meatless Market

Think vegetarians are all granola-munching, long-haired hippies? Not so! Vegetarians come from all walks of life. They’re highly educated, aware about animal rights and environmental issues, and passionate about their veg lifestyle and the brands that cater to them. The market is large: There are about 18 million vegetarians in the U.S., and vegetarian food is a $2.8 billion industry. In addition, vegetarians are less price-sensitive than the general population: “They’re willing to spend more for products of importance to them and companies that they support,” says Colleen Holland, associate publisher of VegNews magazine.

Marketable Smiles

Smile! Dentists make a promising market for anyone targeting entrepreneurs or medical professionals. There are more than 228,000 dentists in the U.S., according to the American Dental Association (ADA), and their incomes tend to start at more than $100,000 and reach more than $200,000 later on, particularly for specialists.

Hitting the Slopes

If you’re looking for an affluent market that spends money on travel, hobbies and leisure activities, you can’t go wrong with skiers. According to the National Ski Areas Association’s (NSAA) 2007/2008 National Demographic Study, 29 percent of skiers have incomes of $100,000 to $199,999 (vs. 16 percent of U.S. households according to the U.S. Census Bureau), and 19 percent of skiers have incomes of $200,000+ (vs. 3 percent of U.S. households). Skiers spent close to $3 billion on their sport last year, including $835 million in equipment, $1.6 billion in apparel and almost $1 billion in accessories, says David Ingemie, president of SnowSports Industries America.

Keep Your Market Healthy

Want to earn healthy profits? There are close to 3 million nurses in the U.S., says Diana Mason, registered nurse, Ph.D., and editor-in-chief of the American Journal of Nursing. According to the Bureau of Labor Statistics, the middle half of all registered nurses earned between $47,710 and $69,850 in 2006, and the highest-paid 10 percent made more than $83,440.

Hang Ten!

If you're looking to market to hip, influential youngsters, ride the wave to surfers. They tend to be affluent—after all, living near the ocean isn't cheap—and they represent the elusive young male demographic.

Building a Good Market

They're the people who are in charge of buying everything in a university, office complex or government building-from the carpeting to the furniture to the heating system. They're facility managers, and they're the perfect market for anyone selling any product that goes in a building.

Market Focus: Private Pilots

If you want to reach a wealthy demographic that’s comfortable spending a decent amount of money on leisure activities, you could do worse than private pilots who fly their own airplanes. After all, how many people can afford to spend tens of thousands of dollars on recreation and travel, especially with constantly rising fuel costs? But before you start reaching for the sky with your marketing campaign, here’s what you need to know about this high-flying population. Man on the Move To start, despite the economic impact of aviation in the U.S.—an estimated $247 million in 2004 and $1.25 billion once indirect effects are

Market Focus: Meeting & Event Planners

If you want to market your product or service to thousands of people, you can take the path of intense advertising to reach those people one by one—or you can reach out to those whose jobs give them the buying power of thousands. Meeting and event planners have influence far beyond their numbers, and if you can make the right connections, they’ll make the sales for you. Meeting the Meeting Planners The U.S. had 51,000 meeting and convention planners in 2006, according to the Bureau of Labor Statistics, and that number is projected to grow by 20 percent over the next decade, reaching 61,000

Money Rumblings

Sure, we all like food. We all enjoy a Sunday pancake breakfast or a glass of red wine with a bit of chocolate. But foodies are a whole class unto themselves. They can tell you what grade of syrup is on those pancakes (preferably grade B), and they know what region the wine came from.

Market Focus: Public Librarians

Are you looking for a well-educated, up-to-date, tech-smart market for your product or service? Look no further than public librarians. Librarians? Aren’t they women of a certain age with their hair in buns, wire-framed glasses perched on their noses and the ever-present index finger up against their lips shushing rowdy patrons? If that’s the image you have of librarians, you need to update your mental files. “These people are very well-versed in technology as well as information,” says Pat Billadeau, national accounts manager for MCH, a compiler of business-to-institution data. “They know all the new things.” Here, we give you a book’s worth of

It's Raining Cat and Dog Lovers

No matter who you’re marketing to, you’re more than likely to reach a pet owner. After all, 63 percent of U.S. households—more than 71 million homes—have one or more pets, according to the 2007-2008 National Pet Owners Survey, conducted by the American Pet Products Manufacturers Association. But while the pet owner market might encompass more than half the country, not all pet owners are created equal.

Golfers: In the Green, on the Green

You may not picture golfers as seekers of luxury and quality—in fact, if you’re not a golfer yourself, you probably picture them only as older men wearing plaid pants and berets with pom-poms on top. But if that’s your mental image of golfers, you’re missing out on a great market with dollars to spend.

Market Focus: Accountants: Play the Numbers Game

Accountants are the best of both worlds: As affluent consumers, they are a great target market—but they also influence the purchasing habits of millions of clients, making them doubly valuable as prospects and customers. The Money Market In the U.S., there are 425,000 certified public accountants (CPAs) who passed a certification exam. If you add in non-CPA accountants, that number is much higher: According to the Bureau of Labor Statistics, accountants and auditors held about 1.2 million jobs in 2004. The most popular segment of accounting is public practice: 134,000 CPAs own their own business or work in firms serving mostly small

Market Focus: Auto Restorers

You won’t find a more passionate, loyal market than auto restorers—people who buy antique cars, bring them back to their original beauty, and proudly display them at auto events. Though it’s a diverse market that can be difficult to pin down, with some research—and some passion of your own—you’ll be able to turn them into customers. The Motoring Market Auto restorers cross socioeconomic lines. “My company sells to 100,000 collectors per year,” says Fred Kanter, co-owner of Kanter Auto Products, a supplier of new mechanical auto parts for antique 1930 to 1990 American cars and trucks. “Ralph Lauren is a collector, and so is Joe the