Transcript Considerations for Target Market Profiles

Considerations for Target
Market Profiles
Purpose

The purpose of the target market
profile is to provide your marketer
with a tangible introduction of to
whom marketing efforts should be
directed
Purpose

This description is also useful in
helping advertising facilitators make
better decisions about how to reach
this group
Marketing communications decisions
 Media delivery decisions
 Creative execution decisions

The First Step…

Understand Who the Consumer Is
Who’s buying my brand?
 What are the customers like? (lifestyle,
opinions, day-in-the-life, etc.)
 Why do they buy the product?
 Needs? Motivations?

Criteria for a Target Market
Profiles

Descriptive in terms of

Demographic criteria

Psychographic criteria (recall VALs)

Attitudes and opinions
 About
the world at large
 Life
 Product
categories and/or brands
Telling the Story

The target market profile should attempt to
introduce the marketer to this group


From a secondary & primary research
perspective
But should also personalize the
introduction as necessary

Through visual images (pictures, collages, etc.)