The target market is a little niche--we're looking for well-paid blue collar (or decently paid white collar) workers in Wisconsin who have credit issues but need to purchase a car. Ideally, they're between the ages of 30-55, hold steady employment, have consistent housing, and are looking to rebuild their credit. They're not so much "upwardly mobile" as they are solid, dependable bread winners who have had some tough breaks (divorce, bankruptcy, medical bills). Most of our customers have been turned down by traditional car dealerships and banks, and need someone to take a financial risk on them.
Our strongest customers are families and working moms. Most of our customers don't use social media beyond Facebook; they enjoy outdoor recreation (RVs, hunting, fishing), football, and electronic gadgets. Most have a high school diploma, and ideally at least a couple of years of college (though many are not 4 year degree holders).
Many of them travel a lot on rural roads, and need dependable transportation--something that, without a loan, can be hard to obtain. We'd like to make sure that the materials highlight the exceptional quality of our vehicles and complimentary care package.