I have to admit that this is the most challenging and fun part of the project yet - since we have to "bring to life" our target customer. I think I have a fairly good idea of who she/he might be. Here is an attempt:
"Megan, 26, lives in a neighborhood in Ann Arbor and is employed in an area firm earning $75,000/year. She went to school at Univ of Michigan and takes pride in her education and how it has helped land her job and do well at work. She drives a VW Passat and frequently shops at the neighborhood Kroger for grocery needs. In addition to price as a major factor in her purchasing decisions, Megan also values quality and would not mind paying a little more for it. While selecting refreshment beverages, packaging does not figure as a prime concern, although she makes a conscious selection.
Megan has an active social life. Most nights Megan would eat at home and over the weekends Megan goes out to eat with her friends - normally at a casual sit-down restaurant like Panera Bread. She likes to work out about 3 times a week.
Megan keeps up with the local-area news and events of Ann Arbor and also checks in on what is happening in the world. She cares about her neighborhood and feels that every person should do their bit in keeping the community safe and clean. She has an innate desire to be a good citizen of the world and help is small ways she can. Megan donates to local area charities every now and then and donated $200 to the Red Cross for the Haiti relief effort."
What do y'all think? Too narrow, too broad? not enough or too much detail?
P.S. Any resemblance with person(s) living or dead is purely coincidental.
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I compared your Target Audience description against your positioning statement. I noticed a mismatch. I'm not sure what in Megan's profile tells me she has a need for image / coolness / premium feature claimed for glass in your positioning statement.
ReplyDeleteSheila,
ReplyDeleteVery good observation. Although you may not see it explicitly mentioned, but indirectly there is something about what you mentioned - Megan's profile details her choice for quality with a conscious selection in groceries and that she drives a German car and eats out at Panera's. So, we could paint of picture of she preferring some premium products (not ultra-premium though).
But I think I will try to refine it more to make the connection more obvious. Thanks for your feedback.
Yeah, Amanjeev. It looks like Megan is already cool enough! You forgot to mention that she lives in a mansion and is extremely popular.
ReplyDelete