Considerations for Target Market Profiles

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Presentation transcript:

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.)