74 small biz persona profiles & brand value stories

2,854 views

Published on

eBook illustrates a process used for audience persona development in small business brand storytelling. 74 persona profiles including needs assessments, wants, spending motivations and personality traits are shown for 4 business categories.

0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,854
On SlideShare
0
From Embeds
0
Number of Embeds
23
Actions
Shares
0
Downloads
104
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

74 small biz persona profiles & brand value stories

  1. 1. 74 SmallBiz Persona Profiles & Brand Value Stories • • • • Customer Tailoring Cosmetic Dentistry Quail Egg Wholesaling Residential Real Estate Dr. Jim Barry www.blog.socialcontentmarketing.com
  2. 2. Spending Motivations Perfecting Pleasing Looks, Service & Performance Metro Males Admiration Red Carpets Entitlements Audiences, Patrons & Family Prestigious Panelists Distinction Podium Pleasers Father of the Brides Charisma Daddy Featured Attractions Sommeliers Elegance Refinement Spending Motivations Prominence Posturing In High Society Circles Saville Rows Sophistication Polo Clubbers Etiquette For Showmanship, Acceptance & Selection Monte Carlo Black Ties Nightlife Dapper Doms Intimidation Proud Patrons New Wealth Primetimes Flamboyance Trump’s Apprentices Swagger
  3. 3. Persona Descriptions for Custom Tailor Market (Part I) PERFECTION METRO MALES Perfect Looks for Admiration These predominantly young to middle aged, contemporary men have a great sense of style. They spent a substantial amount of time and money on their appearance and lifestyle. They value grooming to the extreme. Consequently, they buy very expensive colognes and indulge in facials, pedicures, beard art and cosmetic dentistry. Their attire is formed to fit their personality. They epitomize the character portrayed in GQ magazine and Manhattan fashion shows. Example personalities include David Beckham and Matthew McConaughey. RED CARPETS Perfect Service for Entitlements These individuals love to get the royal treatment and feel entitled to pampered service. The group includes boardroom CEOs, admiral club members, international political figures, business tycoons and social celebrities. Their expensive homes, luxury cars, corporate jets and plush surroundings are perceived as gratitude and entitlements for the special role they play in society. Example personalities include Steven Wynn, Barry Bonds, and Jeffrey Immelt. PRESTIGIOUS PANELISTS Perfect Performance for Distinction These individuals are conscious about their appearance in prestigious circles. They include lecturers, newscasters, boardroom members, government hearings and council meetings, and broadcasted interviews. They value appropriate attire, professionalism and marks of distinction highlighted by their recognized brand names and accessories (watches, pens, portfolios, pendants, brief cases, etc.). Also important to them are well fit clothes they accentuate their strongest features while disguising their flaws. Example personalities include Harry Reid, Al Michaels and Charles Krauthammer. PLEASING PODIUM PLEASERS Pleasing Congregations with Charisma These individuals are proud to take the microphone and include preachers, political campaigners and talk show hosts aware of their large audience presence. Consequently, they are garbed for camera ready close-ups and seek to exude confidence through their performance at the podium. Important to them are perfectly coordinated suits, shoes and accessories as well as spotless grooming. Example personalities include Joel Osteen, Bill O’Reilly and Rick Perry. FATHER OF THE BRIDES Pleasing Daddy’s Girl These proud Dads are anxious to please their daughters at the alter or following graduation. Important to them is their contribution to a perfect ceremony exhibited through lifelong memories, style and coordinated decor. They seek attire and well coordinated accessories that highlight their milestone and special family role while meeting the requirements of the event coordinator. They epitomize the characters portrayed by Steve Martin and Spencer Tracy. FEATURED ATTRACTIONS Pleasing Audiences with Elegance These individuals treasure special moments such as their role in a bridal party, award ceremonies or staged performances (e.g., Church choirs, recitals, and performing arts concerts). To highlight their special moment, they sport an image of elegance. They treasure clothing and accessories that match the décor of the event theme while meeting the protocol standards of formal attire. Personalities include Andre Rieu and Andrea Bocelli. SOMMELIERS Pleasing Patrons with Refinement These individuals are most concerned with providing VIP service or selling upscale products. They include maitre d's and other hospitality professionals working in fine restaurants, cruise lines and 5-star hotels as well as sales people engaged in luxury brands (e.g., high end car dealers, jewelry retailers, etc.). Important to these individuals is their ability to represent brand exclusivity through their own appearance. Consequently, they will pride themselves in wearing the finest suits, shoes and jewelry. Example personalities include Donald Trump and Robin Leach.
  4. 4. Persona Descriptions for Custom Tailor Market (Part II) PROMINENCE SAVILLE ROWS Prominent Leaders Displaying Sophistication This Haute Couture of men's style includes many of the world's rich and famous. They epitomize the famous Savile Row district of London known for classic bespoke tailoring. These dignitaries, captains of industry and other world jet setters have a refined taste for luxurious craftsmanship displayed in their boats, sculpture, Bentleys and cigars. Known for their Oxford style demeanor, they would value sharp-needled institutions that offer the perfect fit. Example personalities would be Dominique Strauss-Kahn, Nicholas Cage and Larry Ellison. POLO CLUBBERS Prominent Affluence Displaying Etiquette These individuals include avid sports fans of polo, Wimbledon, the British Open, the of polo, Wimbledon, the British Open, the Kentucky Derby and other events known Kentucky etiquette other events known for societyDerby andand old money. They buy items etiquette their elite status into for societythat affirmand old money. They the world'sthat affirmvivants. They true bon their buy items the finer thingselite status into appreciate in life including world's true bon vivants. jewelry, the best of scotch, wine, art, They classic cars and private seating including appreciate the finer things in lifeat prestigious scotch, wine,Their attire club events. the best of classic styles art, jewelry, consists of reflecting the classic cars and private seating at rich traditions of equestrian life styles, golf etiquette and historical art. Example prestigious club events. Their attire personalities include Prince William, consists of classicother dapper gents. Robin Leach and styles reflecting the rich traditions of equestrian life styles, golf etiquette and historical art. Example personalities include Prince William, Robin Leach and other dapper gents. MONTE CARLO BLACK TIES Prominent Celebrities Displaying Nightlife These individuals travel to places known These individuals nightlife and fast for action orientedtravel to places known spending. orientedfor the black tie attire at for action Known nightlife and fast casinos and onboard luxury liners, their spending. surroundings black their dress and Known for thereflect tie attire at appetite andactive, upscale liners, their casinos for onboard luxury this individual entertainment. Important to dress and surroundings reflect active is a style that qualifies them fortheir engagement in high rolling circles. appetite for active, treasure jewelry, Consequently, theyupscale entertainment. Important to this top shelf liquor and clothes, luggage,individual is a style that gourmet choices that bring out the qualifies them for active engagement in moment. Example personalities include high Connery, Ben Afflick, Daniel Craig Seanrolling circles. Consequently, they and Michael Jordan. treasure jewelry, clothes, luggage, top shelf liquor and gourmet choices that bring out the moment. Example personalities include Sean Connery, Ben Afflick, Daniel Craig and Michael Jordan. POSTURING DAPPER DOMS Posturing for Power Through Intimidation This personality, characterized by famous mobsters, have a “007” style. They flaunt their tough guy image and financial rise with a Rat Pack style. Key to their appearance is a sense of intimidation and perceived superiority. Consequently, they value flashy jewelry, luxury sports cars, limos, custom clothes, and slick grooming that spells success. Example personalities would be Don Draper, John Gatti, Andy Garcia, Frank Sinatra and Pierce Brosnan. PRIMETIMES Posturing for Fame Through Flamboyance This personality wants to stand out. They This personalityflamboyance and are known for wants to stand out. They opulence. for flamboyance and opulence. Consisting paid are knownrappers, andof highcelebrities, athletes, other Consisting of high paid athletes, man. they sport an image of a lady’s rappers, They love the limelight and value and other celebrities, they sport an image exaggerated clothing features, eye of a lady’sjewelry, party boats and cars and opening man. They love the limelight with exaggerated tag. As a value a known priceclothing features, eye predominantly well-built group of opening jewelry, party boats and cars with celebrities, their clothes are used to ahighlightprice tag. As a would be Deionwellknown their superior physiques. Example personalities predominantly built group Sean Diddy Combs, Floyd are Sanders, of celebrities, their clothes Mayweather, Jr., and Wesley Snipes. used to highlight their superior physiques. Example personalities would be Deion Sanders, Sean Diddy Combs, Floyd Mayweather, Jr., and Wesley Snipes. PROUD PATRONS Promoting New Wealth Through Stature These individuals want to fit in. Seeking to These individuals want to and fame, they highlight their new wealthfit in. Seeking to are anxious tonew wealth and fame, they are highlight their demonstrate their worthy membership into elite circles. They seek anxious to demonstrate their worthy trophies and awards that highlight their membership into elite them, They seek accomplishments. To circles. sports cars, luxury homesawards that highlight their trophies and and upscale clothing signify their VIP status. Many of them frequent accomplishments. other social settings country clubs and To them, sports cars, luxury homes and upscale clothing signify restricted to the Who’s Who. Consequently, their attire and frequent their VIP status. Many of them overall business etiquetteothermore about society country clubs and are social settings appropriateness than flamboyance. restricted to the Who’s include Leonardo Example personalities Who. Consequently, Dicaprio, Dwayne Wade, Roger Federer their attire and overall business etiquette are and Hermansociety appropriateness than more about Cain. flamboyance. Example personalities include Leonardo Dicaprio, Dwayne Wade, Roger Federer and Herman Cain. TRUMP APPRENTICES Posturing for Leadership with Swagger These individuals include young These individuals include young professionals on interview, attorneys, Wall Streeters, bankers and aspiring Wall professionals on interview, league executives that sport an ivyattorneys, Streeters, bankers and aspiring executives image. Characterized by men portrayed in Esquirean ivy leaguethey have a Top Forbes, that sport andarroganceimage.displayed Gun sense of often Characterized by men portrayed in in their power smiles and ties. TheyEsquire treasure attire, trinkets and cars that and Forbes, they have a Top Gun showcase their success in making sense of arrogance often displayed in value on money. They also place high their power well known ties. They treasure attire, trinkets smiles and brands, body perfection and perfect grooming. Example personalities and cars that Hannity, Anthony Robbins, include Sean showcase their success in Jack Welch andThey also place high value making money. Mark Geragos. on well known brands, body perfection and perfect grooming. Example personalities include Sean Hannity, Anthony Robbins, Jack Welch and Mark Geragos.
  5. 5. PASSIONATE TOPICS Perfectly Coordinated Attire Power Attire Vibrant Colors Traditional Oxford Styles Décor & Luxury Brand Matching Dress to Complement Image Conservative Ceremonial Designs Bold Formality Body Accentuated Designs Tailored to Disguise Unshapeliness Beard & Hair Styling Manicures & Skin Care Cosmetic Dentistry & Surgery Colognes Brief Cases Garden Party & Tournament Attire Hats, Shoes & Gloves Jewelry, Glasses & Accessories Boosting Celebrity Status Flaunting Physical Prowess Performing for Audiences Impressing Clients Attending Gala Events Celebrating in Style Closing Deals Reinforcing Corporate Image Indulging Fine Taste Networking in Prominent Circles              Grooming & Global Business Fashion Affirming Society Stature Admiration WANTS                        Politics Distinction Honored Prestigious Panelists  Entitlements Pampered Narcissistic TRAITS Red Carpets Metro Males Perfect Looks Perfect Service Perfect Performance Perfection PERSONA SPENDING MOTIVATIONS TARGET AUDIENCE GOALS     Artistic Performances Elegance Practiced Featured Attractions Please Audiences   NEEDS Fine Hospitality Refinement Accommodating   Luxury Craftsmanship Sophistication Classy Sommeliers Saville Rows Please Patrons Cultured     Prestigious Club Events Etiquette                             SELLER VALUE (BENEFITS)     Prominent Celebrities           Gambling Nightlife Extravagent Polo Monte Carlo Clubbers Black Ties Prominent Affluence Prominence Prominent Leaders COMPETION FOR WALLET   Audience Reaction Inspiring Audiences Charismatic Podium Pleasers Please Congregations Pleasing Others         Guns Intimidation Tough Dapper Doms Posture for Power Stature Proud Proud Patrons Posture for High Society                     Fitting in High Attracting Ladies Society Flamboyance Boastful Primetimes Posture for Fame Posturing              Management Swagger Professional Trump's Apprentices Posture for Leadership Target Audience Analysis for Custom Tailor Market (Needs Assessment)
  6. 6. Technorati Blog Directory Technorati Blog Directory Technorati Blog Directory Technorati Blog Directory Technorati Blog Directory Technorati Blog Directory Ad Source Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Ad Source Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Ad Source Celebrity Finance Golf Tennis Politics Fashion Interest Topics Event Planning Politics Luxury Goods Charity/Causes Classical Music Fashion Golf Tennis Interest Topics Celebrity & Entertainment News Financial Markets Politics Journalism & News Industry Concerts & Music Festivals Broadway & Musical Theatre TV Talk Shows Event Planning Luxury Goods Antiques & Collectibles Fashion & Style Fine Dining Bobybuilding Weddings Interest Topics Downtime for Professional Updates Job Searching Searching for Related Grooming and Fashion Purchases Weddings Exclusive Event Preparation TARGET AUDIENCE GOALS PERSONA PASSIONATE TOPICS KEY INFLUENCERS Global Business VIP Promoters Styling Hollywood Colleagues Politics Prestigious Panelists               Fine Hospitality Sommeliers        5-Star Hospitality Agents INTEREST-BASED BEHAVIORAL TARGETING (Social Networks)   INTEREST-BASED BEHAVIORAL TARGETING (Search Engine)   Choreographers Artistic Performances Featured Attractions      INTEREST-BASED BEHAVIORAL TARGETING (News & Blog Aggregaters)        Event Coordinators TV Preachers & Talk Show Hosts  Weddings Father of the Brides Pleasing Others Inspiring Audiences Podium Pleasers SITUATIONAL TRIGGERS Red Carpets Metro Males Perfection  Target Audience Analysis for Custom Tailor Market: Encountering Customers (Part I)
  7. 7. Technorati Blog Directory Technorati Blog Directory Technorati Blog Directory Technorati Blog Directory Technorati Blog Directory Technorati Blog Directory Ad Source Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Ad Source Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Ad Source Celebrity Finance Golf Tennis Politics Fashion Interest Topics Event Planning Politics Luxury Goods Charity/Causes Classical Music Fashion Golf Tennis Interest Topics Celebrity & Entertainment News Financial Markets Politics Journalism & News Industry Concerts & Music Festivals Broadway & Musical Theatre TV Talk Shows Event Planning Luxury Goods Antiques & Collectibles Fashion & Style Fine Dining Bobybuilding Weddings Interest Topics Downtime for Professional Updates Job Searching Searching for Related Grooming and Fashion Purchases Weddings Exclusive Event Preparation TARGET AUDIENCE GOALS PERSONA PASSIONATE TOPICS KEY INFLUENCERS Club Members Who's Who Societies         Prestigious Club Events Luxury Craftsmanship Vegas Attractions Gambling      Show Promoters Attracting Ladies Primetimes  Image Consultants Fitting in High Society Proud Patrons Posturing                       Business Leaders Management Trump's Apprentices INTEREST-BASED BEHAVIORAL TARGETING (News & Blog Aggregaters)        INTEREST-BASED BEHAVIORAL TARGETING (Social Networks)        INTEREST-BASED BEHAVIORAL TARGETING (Search Engine)    Hollywood Guns Dapper Doms SITUATIONAL TRIGGERS Polo Clubbers Saville Rows Monte Carlo Black Ties Prominence Target Audience Analysis for Custom Tailor Market: Encountering Customers (Part II)
  8. 8. Spending Motivations Attracting the Best Feeling Your Best Relationships & Society Acceptance Lonely Hearts Romance Forever Vain Immortality Narcissists Vanity Healthy, Youthful & Renewed Cosmopolitans Society Grateful Holistics Reenergized Fading Paranoid Redefined Midlife Reborns Rejuvenated The Battered Recovered Spending Motivations Looking Your Professional Best Confidence, Power & Charisma Career Climbers Aspiring Charismatics Energized Rising Stars Dazzling Remember the Best Lasting Moments & Special Moments Stage Conscious Center Stages Impeccable Rewarding New Beginnings Joyful Cocky Comebacks Boastful Forever Remembered Close
  9. 9. Persona Descriptions for Cosmetic Dentistry Market (Part I) ATTRACTING THE LONELY HEARTS BEST Rekindle Romance These middle aged couples seek to invite intimacy often after spousal death or relationship break-up. Their confidence is affected by years of wear that make them question their attractiveness. Important to them is a sexy smile and healthy enough looking mouth to invite a kiss. Among the candidates for smile restorations and other makeovers are those conscious of their looks when entering online dating sites. FOREVER VAIN Face it or Erase It These predominantly affluent individuals fail to accept their aging process. Seeking to stay attractive for society acceptance and sexiness, they work hard to disguise aging blemishes with surgical procedures and exterior cover-ups. Some known as “cougars” stay on top of the latest in skin, hair and smile rejuvenation so as to attract considerably younger men. NARCISSISTS Become the Talk of the Town These self-indulgent males are infatuated with themselves. They spend inordinate amounts of time grooming themselves with facials, pedicures, manicures and expensive colognes. They delight in sporting the perfect body and fashion styles so as to affirm their membership into metro sexual circles. They are more concerned with revealing their finest than flamboyance. Consequently, changes in appearance are natural and flawless. COSMOPOLITANS Join the Crème de la Crème These women are conscious about their appearance in high society circles. Feeling pressured to showcase youth, they don themselves with expensive jewelry, perfumes and wardrobes. Cosmetic changes are well accepted and seen as initiation into elite social clubs. Important to their looks is a sparkle and aura of sophistication. Their entire appearance speaks of wealth and familiarity with proper attire. They epitomize the characters portrayed in Cosmopolitan Magazine. FEELING YOUR GRATEFUL HOLISTICS BEST Let Loose Again These individuals make strong commitments to improve themselves physically through weight loss, smoking abstention and kick boxing. Known for their New Year’s resolutions, they are determined to make noticeable improvements that cap their accomplishments. Important to them are measurable milestones that they use to flaunt their success. Consequently, tanning, makeovers and tight fit clothes allow validation of their achievements. MIDLIFE REBORNS Become Whole Again Often among the group known as “empty nesters,” these middle-aged women feel their lives have been put on hold for others. From years of body aging and sacrifice, they seek new careers and healthy lifestyle pursuits as a way to feel rejuvenated. Their changes are gradual and therefore do not require dramatic surgical procedures. Important to them is a feeling of rebirth and some personal indulgence as they prepare for time they deserve. FADING PARANOIDS Show Off the Real You These middle aged males and females are known for their midlife crises that comes with first detections of aging (e.g., grey, hair loss, back aches, wrinkles, etc.). They reflect on days gone by as they attempt to turn back time. Important to them are dramatic changes that invite validation from others that fifty is the new thirty. They sport life styles that allow them to let loose through outdoor adventure, trendy clothes and dramatic hair styles. THE BATTERED Get Your Life Back These individuals have suffered abuse and now treasure their new lives or hope to return to high impact sports. From accident recovery or domestic abuse, they seek changes that are not detectable but allow them to disguise injuries. They also believe that looking good contributes to feeling good. Consequently, they seek ways to reconnect with smiles and self esteem. Important to them is a visceral feelings that life can once again be normal. Changes to appearance, therefore, have more to do with healthy glows from hopeful recovery.
  10. 10. Persona Descriptions for Cosmetic Dentistry Market (Part II) LOOKING YOUR PROFESSIONAL BEST REMEMBERING THE BEST CAREER CLIMBERS CENTER STAGES Lead the Pack This group of aspiring professionals has a penchant for fast track career paths where image is seen as the ultimate intangible to nail the interview. Changes often include striking make-up, hair sculpting and top brand clothing that demonstrates youthful energy and perfection. Important to these individuals are trinkets and body features that showcase their success through expensive taste and familiarity with boardroom attire. They are also conscious of blemishes that could distract their evaluators. CHARISMATICS Smile for Success These podium pleasers and captains of industry strive to attract attention on camera, on stage and in the boardroom. They are know from their power smiles and “in your face” persuasion. Colorful clothes, colognes, and grooming are used to exude confidence. Important to them is a captivated audience checking for signs of success. Changes are sometimes made to draw attention away from overweight figures and other indications of aging. RISING STARS Dazzle Your Audience These individuals are fresh on stage. Recognizing that all eyes are on them, they are highly conscious of their looks. Facial features, in particular, are groomed to perfection as close up cameras highlight any defects. Knowing their audiences are intensely curious about the real person, these individuals are often self conscious about how they come across. Changes are therefore made to fit the audience venue while allowing them to focus more on their communication and performance than on possible blemish detections. STAGE CONSCIOUS Warm Up Close Up These hosts and luxury service providers seek to please their patrons with inviting smiles and professionalism that complements their brand’s hospitality features. Age and weight is not as important as cordiality at its best. Consequently, they focus more on a clean appearance and smell as they confidently approach customers at close distances. Important to them is a sense of tidiness reflected in their impeccable grooming, well pressed uniforms and stain free attire, jewelry and teeth. Reward Your Trials This middle aged graduates are treasuring the moment in the spotlight after years of trials. Important to their celebrative moment is an opportunity to showcase their pride and joy. Conscious of the photos and highlighted attention, they dress and groom themselves in a dignified way. Many of the cosmetic and exterior changes also reflect rewards for their efforts as they seek motivation to complete as well as some indulgence at the end. COCKY COMEBACKS Back Up Your Bragging Rights This personality wants to relish the moment when early sweethearts can “eat their hearts out.” Consisting of men and women competing for high school reunion bragging rights, they seek to outshine others. Important to them is evidence of success and youthfulness that can reclaim forgotten or denied popularity. They have the time to prepare and budget to spend on rejuvenation that merely has to last a few days. Consequently, changes often include extreme weight loss, cosmetic improvements and expensive attire. NEW BEGINNINGS Remember that Day These brides and young women entering sororities are preparing to make a new start in life. Anxious to leave behind old scars and doubts of relational acceptance, they treasure this moment to celebrate a new start. Known for their attention to beaming smiles and exuberance, they are willing to devote inordinate shares of their budget to accentuate to achieve that perfect face. Also important to them is an ability to smile confidently in front of cameras. FOREVER REMEMBERED Share the Memories These families are eager to save the memories of a tight knit group. Feeling the pressure to blend in with pride, they often lose weight and sport new looks through cosmetic changes. Important to them is the opportunity to please family members with a legendary portrayal of their lasting love. Consequently, they make changes that will permit natural smiles, successful lifestyles and warm expressions. Knowing that one member can ruin the portrait, they often address skin blemishes, tarnished teeth and deteriorating hair conditions.
  11. 11. Intimacy ANTS More lasting, anti-aging More authentic, all day More authentic, all day Safer, real More dramatic More lasting Look & feel good Product/Service Advantage            Classy Smug   Better Self Determined Grateful Holistics Body Improvement     Revitalization Energetic Midlife Reborns Recharged Lifestyle                           Abuse & Injury Recovery           Renaissance Optimistic     Hope Ashamed Fading The Paranoids Battered Mid-Life Body Makeover Feeling Your Best COMPETITION FOR WALLET    Adoration Join Crème de la Crème Cosmopolitan NEEDS Immortality Narcissistic Metro Males Become Talk of the Town SELLER VALUE (BENEFITS) ealthy Gums and Whiteners for Sexy Smiles eburbished, Whiter Teeth for Ageless Smiles erfect Pearly Whites for Luxurious Smiles ixed Teeth and Clean Gums for Natural Smiles potless Teeth for Confident Smiles olar to Molar Restorations for Beaming Smiles air Makeovers ewWardrobes ewelry osmetic Surgery kin Care ody Toning ealthy Living ompetition elebrate New Starts urn Back Time trut Your Stuff et Your Life Back mile for Success eward Your Trials  Romantic RAITS Worried Forever Vain Lonely Hearts ERSONA PENDING MOTIVATIONS Youthful Acceptance Attracting the Best Midlife Dating ARGET AUDIENCE GOALS Target Audience Analysis for Cosmetic Dentistry (Part I Needs Assessment)
  12. 12. Product/Service Advantage More lasting, anti-aging More authentic, all day More authentic, all day Safer, real More dramatic More lasting Look & feel good Healthy Gums and Whiteners for Sexy Smiles Reburbished, Whiter Teeth for Ageless Smiles Perfect Pearly Whites for Luxurious Smiles Fixed Teeth and Clean Gums for Natural Smiles Spotless Teeth for Confident Smiles Molar to Molar Restorations for Beaming Smiles Hair Makeovers NewWardrobes Jewelry Cosmetic Surgery Skin Care Body Toning Healthy Living Competition   Notice Triumphs Proud     Spotlight Inviting Polished Appearance                        SELLER VALUE (BENEFITS)     Surprise Others Treasure the Day Capture the Moment    Best in Class Recognition Boastful   New Glow Radiant                    Lasting Memories Sentimental Stage Center Cocky New Forever Conscious Stagers Comebacks Beginnings Remembered Impress Clients Remembering the Best COMPETITION FOR WALLET  Allure Enchanting Rising Stars NEEDS Magnetism Charming     Confidence WANTS Celebrate New Starts Turn Back Time Strut Your Stuff Get Your Life Back Smile for Success Reward Your Trials Aspiring Career Charismatics Climbers TRAITS PERSONA Perform on Camera Nail the Interview SPENDING MOTIVATIONS Steer the Course Looking Your Professional TARGET AUDIENCE GOALS Target Audience Analysis for Cosmetic Dentistry (Part II Needs Assessment)
  13. 13. Ad Source echnorati Blog Directory echnorati Blog Directory echnorati Blog Directory echnorati Blog Directory echnorati Blog Directory echnorati Blog Directory Ad Source acebook Broad Categories acebook Broad Categories acebook Broad Categories acebook Broad Categories acebook Broad Categories acebook Broad Categories acebook Broad Categories Ad Source Celebrity Business Hockey Health Family Fashion Interest Topics Event Planning Luxury Goods Fashion Outdoor Fitness Activities Health & Well Being Beauty Products Extreme Sports Interest Topics Antiques & Collectibles Celebrity & Entertainment News Combat Sports Cosmetology & Beauty Professionals Event Planning Face & Body Care Family & Relationships Fashion & Style Financial Markets Fine Dining Fitness Luxury Goods Weddings Interest Topics eeking Intrinsic Rewards (feel good invigorations, deserving times, spiritual wakenings, etc.) oogle Display Network oogle Display Network oogle Display Network oogle Display Network oogle Display Network oogle Display Network oogle Display Network oogle Display Network oogle Display Network oogle Display Network oogle Display Network oogle Display Network oogle Display Network Forever Vain Hollywood Rekindling Romance Dating Sites Active Adult Lifestyles Lonely Hearts     Cosmetologists Who's Who Cosmopolitan  Fitness Centers Exercising Cosmetic Makeovers    Organic Outlets Anti-Aging Advisors Eating Well Grateful Holistics Midlife Reborns Fading Paranoids Feeling Your Best                                        INTEREST-BASED BEHAVIORAL TARGETING (News & Blog Aggregaters)     INTEREST-BASED BEHAVIORAL TARGETING (Social Networks)          Support Groups & Sports Doctors Self Help & High Impact Sports The Battered INTEREST-BASED BEHAVIORAL TARGETING (Search Engine)    Spas & Salons Fashion & Grooming Narcissists Attracting the Best SITUATIONAL TRIGGERS xperiencing Major Life Transitions (dating after relational break-up or pousal death, weddings, career changes, college entrance, midlife yndromes, etc.) ubjected to Peer Vanity (reunions, new affluent society pressures, metroexual arrivals, career pressures, etc.) elebrating Health & Beauty Milestones (following weight loss, tobacco bstention, wrinkle removal, youthful augmentations/removals, extreme akeovers, etc.) hreatened by Age (arrival of critical ages, awareness of body aging ailments nd appearances, etc.) uffering from Head Trauma (Missing teeth, chipped teeth, etc.) KEY INFLUENCERS PERSONA PASSIONATE TOPICS TARGET AUDIENCE GOALS Target Audience Analysis for Cosmetic Dentistry: Encountering Customers (Part I)
  14. 14. Technorati Blog Directory Technorati Blog Directory Technorati Blog Directory Technorati Blog Directory Technorati Blog Directory Technorati Blog Directory Ad Source Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Ad Source Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Ad Source Celebrity Business Hockey Health Family Fashion Interest Topics Event Planning Luxury Goods Fashion Outdoor Fitness Activities Health & Well Being Beauty Products Extreme Sports Interest Topics Antiques & Collectibles Celebrity & Entertainment News Combat Sports Cosmetology & Beauty Professionals Event Planning Face & Body Care Family & Relationships Fashion & Style Financial Markets Fine Dining Fitness Luxury Goods Weddings Interest Topics Seeking Intrinsic Rewards (feel good invigorations, deserving times, spiritual awakenings, etc.)       Social Media Sites Reunions                        INTEREST-BASED BEHAVIORAL TARGETING (News & Blog Aggregaters)             Pinterest & Portrait Studios Family Forever Remembered INTEREST-BASED BEHAVIORAL TARGETING (Social Networks)           Bridal Consultants Weddings Cocky Comebacks New Beginnings INTEREST-BASED BEHAVIORAL TARGETING (Search Engine)   Event Planners  Graduating Hospitality Management Trainers Center Stagers Hospitality Stage Conscious Remembering the Best      Hollywood Dignitaries & Captains of Industry Job Search Sites Performing Leadership New Professions Rising Stars Charismatics Career Climbers Looking Your Professional Best SITUATIONAL TRIGGERS Experiencing Major Life Transitions (dating after relational break-up or spousal death, weddings, career changes, college entrance, midlife syndromes, etc.) Subjected to Peer Vanity (reunions, new affluent society pressures, metrosexual arrivals, career pressures, etc.) Celebrating Health & Beauty Milestones (following weight loss, tobacco abstention, wrinkle removal, youthful augmentations/removals, extreme makeovers, etc.) Threatened by Age (arrival of critical ages, awareness of body aging ailments and appearances, etc.) Suffering from Head Trauma (Missing teeth, chipped teeth, etc.) KEY INFLUENCERS PERSONA PASSIONATE TOPICS TARGET AUDIENCE GOALS Target Audience Analysis for Cosmetic Dentistry: Encountering Customers (Part II)
  15. 15. Spending Motivations Child Development Inflammatory Disease Asthma, Allergy & Eczema Relief Les Miserables Closet Bound Depressed Embarrassed Deprived Athlete Frustrated Healthy Hair, Skin & Brain Fast Track Super Baby Moms Worn Out Doctor Dobsons Proud Dutiful Nouveau Riche Tree Huggers Indulgent Concerned Spending Motivations Chronic Medical Diets Active Adult Lifestyles Adult Potency & Energy Disease Recovery & Prevention Forever Hopefuls Doctors Orders Desperate Immortals Disciplined Active Holistics Organic Midlife Kickers Aged to Perfection Youthful Forever Elegant Meatheads Born Again Body Vain Backsliders Spending Motivations Cultural Connections Gastrointestinal Health Familiar Asian Food Traditionalists Proud Culturally Nostalgic Homesick Purists Queasy Ulcers & Kidney Stones Patriots Respectful Naturopaths Holistic Rebounders Negligent Clogged & Corroded Pill Poppers Delicate Petals Fragile Gourmet Entertainment Signature Recipes & Gourmet Distinction Master Chefs Perfection Foie Gras Refinement Banquet Chefs Delight Instructeur Culinaire Preparation
  16. 16. Persona Descriptions for Quail Egg Wholesaling (Part I) INFLAMMATORY LES DISEASE MISÉRABLES Down the Dumps These individuals are desperate to overcome their lingering discomfort from allergies such as eczema, psoriasis, rhinitis and asthma. Struggling much of their lives with breathless attacks, skin itch and sinus irritation, they seek diets that avoid post attack remedies and drowsiness. CLOSET BOUND Free the Radicals These individuals are afraid to appear in public either because the outdoor elements trigger asthma and hay fever symptoms or they are embarrassed by scaly skin and annoying sinus attacks. They seek drastic measures to eliminate “free radicals” while disguising their ailments. DEPRIVED ATHLETE Get Back in the Game These individuals are deprived of full athletic performance because of untimely asthma and allergy attacks. They seek predictable performance when engaged in high burst activities and outdoor environments that trigger pollen induced allergies. FAST TRACK Get Through the Day These individuals are hard at work fighting through sinus congestion and fatigue. The seek daylong solutions to boosting productivity and maintaining a positive mood aggravated by asthma or allergies. Important to them is distraction free work output and high spirited mood. CHILD SUPER BABY MOM’S DEVELOPMENT Pump Up Your Baby Einstein These parents have big plans for their children. The envision them as top in the class in looks and intelligence. Consequently, they seek nutrition that will boost their memory and IQ. Important to them is evidence to back up a job well done. DOCTOR DOBSONS Build Healthy Foundations These parents are well read on medical advice and providing safe havens for their children. They pride themselves on dutifully following healthy nutritional programs that provide the best foundations for their child’s growth and healthy development. NOUVEAU RICHE Spoil the Riches These parents are committed to securing acceptance into elite social circles. They value money and social status. Consequently, they seek ways to boost their children’s physical appearance with body toning, voluminous hair and beautiful skin. TREE HUGGERS Save the Planet & Yourself The parents are outdoorsy with an interest in preserving the environment. They have strong opinions regarding ecology and health. Their concern is not a response to social trends, but the quality of life for future generations. Also important to them is an environment devoid of pollutants that could trigger allergic responses.
  17. 17. Persona Descriptions for Quail Egg Wholesaling (Part II) CHRONIC MEDICAL FOREVER HOPEFULS DIETS These individuals are very attentive to their diets and lifestyles in light of their high vulnerability to cancer, stroke and heart disease. They are willing to experiment with alternative medicines and nutrients that show promise of inhibiting these life threatening diseases. Never Give Up DOCTORS ORDERS These individuals faithfully follow doctor’s orders in their diet regimen following cardiovascular or blood irregularities. Important to them is a daily routine of prescribed foods that assure them a good chance for prolonged healthy living as measured by doctor prescribed habits. Follow the Instructions IMMORTALS These individuals are seeking means to continue their highly active physical and social lives through their meticulous diets. They are determined not to be slowed down by cancer, anemia or diabetes. Important to them is to live life to its fullest while witnessing signs of energy and disease remission. Keep on Keeping on HOLISTICS Let Nature Take Its Course These individuals are looking for non-invasive, more natural ways to prevent, ease the symptoms of, treat and reduce the occurrence of chronic conditions such as anemia, cancer, diabetes and heart disease. Important to them is the security that they bodies are well equipped to fight off toxins. ACTIVE ADULT LIFESTYLES MIDLIFE KICKERS Turn Back Time These men and women normally 40 – 70 years old want to feel more vigorous and energetic as they notice their diminishing vitality. They seek ways to enhance their sex drive, metabolism and overall body productivity in order to engage in more active adult lifestyles. AGED TO PERFECTION These women desire to age gracefully by maintaining a healthy glow. They seek natural ways to look younger by improving their skin tone, shine and complexion. They are conscious of their wrinkles and body weight, but avoid cosmetic surgery so as to age gracefully with an authentic appearance. Bring it On MEATHEADS Pump it Up These men, normally 18-30, want to match their high maintenance lifestyles with strong physiques. They seek ways to look muscular and find the newest ways to help achieve better bodies. Important to them are nutritional diets that restrict fat while energizing their bodies for intense workouts. BORN AGAIN Count Your Blessings In the past, this group was made up of former addicts and unfit individuals. Now they are turning their lives around by increasing their exercise routine so that they can look and fell better “again.” Important to them is knowing their bodies are detoxifying through healthy nutrition.
  18. 18. Persona Descriptions for Quail Egg Wholesaling (Part III) CULTURAL TRADITIONALISTS CONNECTIONS These families have strong ties to their homeland and desire to reinforce their cultural connections through toasting rituals, culturally distinct festive atmospheres and food. Key to their preparations are festivities and food that symbolizes shared ties to a respected lifestyle. Zhù Nǐmen Zǎoshēng Guìzǐ! CULTURALLY NOSTALGIC These families long to return to their homeland and often experience home sickness. Memories of their prior life are reinforced with the way “mom” cooked. For extended or distant family gatherings, these individuals often seek out ways to drive camaraderie and shared food interaction. Home Sweet Home PURISTS These individuals accept certain elements of food in their body. They seek foods that are stomach comforting, familiar to their taste buds and satisfying to their homeland based cravings. They also have an overall appreciation for foods that are simple and untainted. Nurture Your Bodies PATRIOTS Honor Your Roots These individuals are interested in keeping the cultural connection via hosting a party that demonstrates pride in their heritage. An objective of these individuals is the continuance of their traditions through heritage stories, cultural cuisine and special toasts. GASTROINTESTINAL HEALTH NATUROPATHS Guard Your Temple These individuals treat their bodies as temples. They are well informed of nutritional requirements to maintain efficient body functions, longer lives and feeling good. They seek out natural remedies to maintain a “holistic” lifestyle. CLOGGED & CORRODED Fix Your Plumbing These individuals are either plagued with continuous digestive tract disorders such as gastritis, stomach disorder or duodenal ulcer or are vulnerable to the build-up of kidney, bladder or liver stones. They seek ways to eliminate nausea and sharp abdominal pains through foods that are mild on digestion or have an ability to painlessly pass stones. REBOUNDERS Don’t Go Back These individuals have endured a lot of self-induced physical erosion throughout their early adulthoods. Chain smoking, binge drinking, a poor diet and sporadic sleep cycles have diminished their immune system, brains and lung capacity. They seek ways to regain their physical edge through natural remedies. DELICATE PETALS Awaken Your Spirit These individuals have limited alternatives to addressing their organ health. Weakened immune systems, diseases or aging of body prevent them from choosing solutions that are risky. They habitually avoid environments and food intake that potentially harm their diets and overall way of life.
  19. 19. Persona Descriptions for Quail Egg Wholesaling (Part IV) GOURMET ENTERTAINMENT MASTER CHEFS Savor the Moment This hospitality provider consists of master chefs, upscale maître d’s and restaurant owners in search of patron loyalty from exciting happy hours, grand buffets and evening dinners. Keys to their notoriety are signature recipes, decoration and serving etiquette. FOIE GRAS Bon Appetite This hospitality provider is concerned with keeping patrons happy while waiting to be seated. They seek unique ways to apply happy hour appetizers, drinks and pairing items that generate buzz while fostering a social setting that minimizes the pain of waiting. The key to their selections are items that avoid overindulgence leading to spoiled appetites. BANQUET CHEFS Serve with Style This hospitality provider is concerned with hors d’oeuvres for social gatherings and events. The key to their selections are items that avoid the awkwardness of many traditional hors d’oeuvres (e.g., greasy fingers, spoilage, double dipping, offensive breath, food stuck in teeth, etc.) INSTRUCTEUR CULINAIRE Best in Class This hospitality educator is concerned with providing students with world class culinary education by demonstrating innovative cooking techniques that enable students to have a competitive edge. The key to their success is having expert knowledge of emerging culinary trends.
  20. 20. Easily digestible, low-carb, low cholesterol protein Decorative, easily prepared, unmessy, nonoffensive, non-spoiling Stomach comforting, authentic cultural reminder All day natural nourishment Promising remedy for cancer, heart disease, diabetes & anemia Nourished prostate gland for all day libido boost Attractive gastro-pub & restaurant pairing items Worry free appetizers for Asian cuisine & banquets Kid friendly choline & omega 3 for fetal & child brain development Tasty diet for lean muscle building Essential vitamins for glowing skin and voluminous hair Key nutrients to eliminate kidney stones & relieve abdominal discomfort          Body Efficiency       Holistic  Permanent Pain Relief Pill Poppers  Longevity Body Neglectant   New Body Engine                 Full Remission Desperately Experimental Fragile and Nervous Any Hopeful Diets Forever Hopefuls Body Regeneration      Avoid Future Scares Disciplined Doctor's Orders Health Regimen Natural Immunizers      Control of Lifespan Active      Toxin-free Life Organic Enthusiasts Immortals Holistics Chronic Disease Prevention Chronic Medical Diets Clogged & Delicate Rebounders Corroded Petals Flushed Plumbing COMPETITION FOR WALLET   Bodies as Temples NEEDS High Spirited Mood Workaholics Fast Track Naturopaths Distraction Free Work Output Avoidance of Organ Flairups Gastrointestinal Health BENEFITS/MESSAGE OBJECTIVES  More convenient and more lasting through ingestion         Predictable Stamina Normal Appearance Kid friendly 100% organic No drowsiness Non-invasive Product/ Service Advantage Antioxidants for relieving asthma, allergies & eczema Antioxidants for cancerous free radical removal 100% natural anti-aging nutrition Asian food groups Exotic hors d'oeuvres Steroid nasal sprays Antihistamines Injections Fish oil & homeopathic medicines Topical shampoos & treatments Male enhancement supplements High protein foods & supplements Competing Categories   Awakened Spirit WANTS Culinary mark of distinction Pre-dinner crowd pleasers Control over & relief from flair-ups High burst performance Brain development Skin & hair development Body building Sexual potency Anti-aging skin and body immunity Cures from blood and heart disorders Asian food traditions Easily Depressed TRAITS Deprived Athlete Competitive Closet Bound Les Miserables PERSONA Sports Performance Shameful Normal Appearance Positive Outlook Inflammatory Disease SPENDING MOTIVATIONS TARGET AUDIENCE GOALS Target Audience Analysis for Quail Eggs (Part I Needs Assessment)
  21. 21. Product/ Service Advantage 100% organic No drowsiness Non-invasive All day natural nourishment Male enhancement supplements Eyes Turned         Manliness Body Vain     New Body Backsliders       Baby Einsteins Proud Super Baby Moms World Class Kids   Guilt-free Rearing Foundational Dr. Dobsons Dutiful Attendance to Childcare Environmental              Tree Huggers Protecting Earth           Purchased Looks & Brains   Quality of Life Snobbish Nouveau Riche Child Acceptance Child Development COMPETITION FOR WALLET Forever Elegant   Body Renovation BENEFITS/MESSAGE OBJECTIVES Decorative, easily prepared, unmessy, non-offensive, nonspoiling Stomach comforting, authentic cultural reminder Antioxidants for relieving asthma, allergies & eczema Antioxidants for cancerous free radical removal 100% natural anti-aging nutrition Key nutrients to eliminate kidney stones & relieve abdominal discomfort Tasty diet for lean muscle building Essential vitamins for glowing skin and voluminous hair Kid friendly choline & omega 3 for fetal & child brain development Promising remedy for cancer, heart disease, diabetes & anemia Nourished prostate gland for all day libido boost Attractive gastro-pub & restaurant pairing items Worry free appetizers for Asian cuisine & banquets Asian food groups Exotic hors d'oeuvres High protein foods & supplements Easily digestible, low-carb, low cholesterol protein More convenient and more lasting through ingestion Topical shampoos & treatments Fish oil & homeopathic medicines Kid friendly Steroid nasal sprays Antihistamines Injections Competing Categories Lean Muscle Aged to Meatheads Born Again Perfection Youthful Looks NEEDS New Romance WANTS Culinary mark of distinction Pre-dinner crowd pleasers Control over & relief from flair-ups High burst performance Brain development Skin & hair development Body building Sexual potency Anti-aging skin and body immunity Cures from blood and heart disorders Asian food traditions Active Adults Midlife Kickers Sexual Potency Active Adult Lifestyle TRAITS PERSONA SPENDING MOTIVATIONS TARGET AUDIENCE GOALS Target Audience Analysis for Quail Eggs (Part II Needs Assessment)
  22. 22. Product/ Service Advantage           Notoreity Antioxidants for relieving asthma, allergies & eczema Antioxidants for cancerous free radical removal 100% natural anti-aging nutrition Key nutrients to eliminate kidney stones & relieve abdominal discomfort Tasty diet for lean muscle building Essential vitamins for glowing skin and voluminous hair Kid friendly choline & omega 3 for fetal & child brain development Promising remedy for cancer, heart disease, diabetes & anemia Nourished prostate gland for all day libido boost Attractive gastro-pub & restaurant pairing items Worry free appetizers for Asian cuisine & banquets       Crowd Pleasers Refined Penchant for Perfection           Highlight Special Events         Food Décor Delighters Banquet Chefs COMPETITION FOR WALLET     Cultural Reminders  NEEDS Familiar Diets Distant Family Connections Respectful Foie Gras Indulge Waiting Guests Master Chefs Culinary Distinction          Cooking Flexibility Prepared Instructeur Culinaire Educate Future Chefs Gourmet Entertainment NUTRITIONAL BENEFITS/MESSAGE OBJECTIVES Stomach comforting, authentic cultural reminder Asian food groups Exotic hors d'oeuvres 100% organic No drowsiness Non-invasive Kid friendly More convenient and more lasting through All day natural nourishment Easily digestible, low-carb, low cholesterol protein Decorative, easily prepared, unmessy, nonoffensive, non-spoiling Competing Categories Steroid nasal sprays Antihistamines Injections Fish oil & homeopathic medicines Topical shampoos & treatments Male enhancement supplements High protein foods & supplements Queasy Homesick The Purists The Patriot Culturally Nostalgic Honor Heritage Soothe Digestion Share Memories  Follow Customs WANTS Culinary mark of distinction Pre-dinner crowd pleasers Control over & relief from flair-ups High burst performance Brain development Skin & hair development Body building Sexual potency Anti-aging skin and body immunity Cures from blood and heart disorders Asian food traditions Proud Traditionalists Celebrate Culture Cultural Connection TRAITS PERSONA SPENDING MOTIVATIONS TARGET AUDIENCE GOALS Target Audience Analysis for Quail Eggs (Part III Needs Assessment)
  23. 23. Allergist KEY INFLUENCERS Technorati Blog Directory Technorati Blog Directory Technorati Blog Directory Ad Source Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Ad Source Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Ad Source Health Food Green Interest Topics Food & Dining Cooking Outdoor Fitness Activities Event Planning Environment Health & Wellbeing Beauty Products Interest Topics Food & Beverage Events Face & Body Care Fitness Hair Care Healthy Eating Fine Dining Culinary Training Asian Cuisine Interest Topics Age detections in wrinkles, hair change & ailments Anemia & diabetes check-ups & treatments Asian holidays Asian food shows and expos Asthma & allergy attacks & treatment Banquet preparations for upscale reception events Eczema & psoriasis attacks & treatment Erectile dysfunction Ethnic food chain visits Gourmet cooking classes Organic food chain visits Passing by street corner canapes Pediatrician visits for toddler development Planning gastro pub pairing items Planning happy hour hors d'oeuvres Pregnancy diagnosis for fetal health Recovery diets for cancer, heart disease & unhealthy living Ulcer & kidney stone attacks Visits to immunologists      SITUATIONAL TRIGGERS   Family Doctor           Family Doctor Long Doctor's Active Life Reports Adult Life Immun- Oncol- Family ologist ogist Doctor Clean Bill of Outdoor Health Fun                                                     Organic Food Chains Nature Holistics                         INTEREST-BASED BEHAVIORAL TARGETING (News & Blog Aggregaters)     Pain Relief Clogged & Delicate Forever Doctor's Rebounders Immortals Corroded Petals Hopeful Orders Organic GastroenFood Stores terologist Organic Foods Naturopaths Chronic Medical Diets INTEREST-BASED BEHAVIORAL TARGETING (Social Networks)       Work Fast Track Allergist Allergist Sports Deprived Athlete Gastrointestinal Health INTEREST-BASED BEHAVIORAL TARGETING (Search Engine)   Dermatologist Acceptance Feeling Good PASSIONATE TOPICS PERSONA Closet Bound Inflammatory Disease Les Miserable TARGET AUDIENCE GOALS Target Audience Analysis for Quail Eggs: Encountering Customers (Part I)
  24. 24. Rejuvenated Bodies Cosmetologists Senior Romance Vitamin Suppliers ERSONA ASSIONATE TOPICS EY INFLUENCERS echnorati Blog Directory echnorati Blog Directory echnorati Blog Directory Ad Source acebook Broad Categories acebook Broad Categories acebook Broad Categories acebook Broad Categories acebook Broad Categories acebook Broad Categories acebook Broad Categories Ad Source oogle Display Network oogle Display Network oogle Display Network oogle Display Network oogle Display Network oogle Display Network oogle Display Network oogle Display Network Ad Source Health Food Green Interest Topics Food & Dining Cooking Outdoor Fitness Activities Event Planning Environment Health & Wellbeing Beauty Products Interest Topics Food & Beverage Events Face & Body Care Fitness Hair Care Healthy Eating Fine Dining Culinary Training Asian Cuisine Interest Topics ge detections in wrinkles, hair change & ailments nemia & diabetes check-ups & treatments sian holidays sian food shows and expos sthma & allergy attacks & treatment anquet preparations for upscale reception events czema & psoriasis attacks & treatment rectile dysfunction thnic food chain visits ourmet cooking classes rganic food chain visits assing by street corner canapes ediatrician visits for toddler development lanning gastro pub pairing items lanning happy hour hors d'oeuvres regnancy diagnosis for fetal health ecovery diets for cancer and heart disease lcer & kidney stone attacks isits to immunologists         Talk Shows & Medical Books Social Media Healthy Babies Dr. Dobsons   Spas Popularity Nouveau Riche          Environmentalists Planet Protection Tree Huggers Child Development                    INTEREST-BASED BEHAVIORAL TARGETING (News & Blog Aggregaters)             INTEREST-BASED BEHAVIORAL TARGETING (Social Networks)        Rehab Centers Rehabilitation Child Prodigies Born Again Super Baby Moms INTEREST-BASED BEHAVIORAL TARGETING (Search Engine)  Fitness Centers Body Building     SITUATIONAL TRIGGERS Aged to Perfection Meatheads Active Adult Lifestyle Midlife Kickers ARGET AUDIENCE GOALS Target Audience Analysis for Quail Eggs: Encountering Customers (Part II)
  25. 25. Technorati Blog Directory Technorati Blog Directory Technorati Blog Directory Ad Source Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Ad Source Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Ad Source Health Food Green Interest Topics Food & Dining Cooking Outdoor Fitness Activities Event Planning Environment Health & Wellbeing Beauty Products Interest Topics Food & Beverage Events Face & Body Care Fitness Hair Care Healthy Eating Fine Dining Culinary Training Asian Cuisine Interest Topics Age detections in wrinkles, hair change & ailments Anemia & diabetes check-ups & treatments Asian holidays Asian food shows and expos Asthma & allergy attacks & treatment Banquet preparations for upscale reception events Eczema & psoriasis attacks & treatment Erectile dysfunction Ethnic food chain visits Gourmet cooking classes Organic food chain visits Passing by street corner canapes Pediatrician visits for toddler development Planning gastro pub pairing items Planning happy hour hors d'oeuvres Pregnancy diagnosis for fetal health Recovery diets for cancer and heart disease Ulcer & kidney stone attacks Visits to immunologists                                   Cooking Conventions Popular Cooking Recipes Instructeur Culinaire  Food Service Consultants Event Planning Banquet Chefs                        INTEREST-BASED BEHAVIORAL TARGETING (News & Blog Aggregaters)       INTEREST-BASED BEHAVIORAL TARGETING (Social Networks)     Master Chefs Culinery Delights Foie Gras INTEREST-BASED BEHAVIORAL TARGETING (Search Engine)    Cooking Schools 1st Gen Asian Ethnic Ethnic Asian Americans Supermarkets Supermarkets Restaurants KEY INFLUENCERS SITUATIONAL TRIGGERS Gourmet Dishes Cultural Festivities Asian Food Street Corner Canapes Master Chefs Asian Customs The Patriot PASSIONATE TOPICS The Purists Gourmet Entertainment Traditionalists Culturally Nostalgic Cultural Connection PERSONA TARGET AUDIENCE GOALS Target Audience Analysis for Quail Eggs: Encountering Customers (Part III)
  26. 26. Spending Motivations Temporary Accommodations Life Transitions Home Away from Home Off Campus Greeks Frat & Sorority Acceptance Mobile Crews Weekend Warriors Overtime Rewards Readiness Familiarity Samaritans & Soldiers Appreciated PostDistress Downscalers Restored Twilight Downscalers Sedentary Lifestyle Dignity Job Transients New Beginnings Quickly Reestablished Ownership Spending Motivations Wealth Managemen t Portfolio Sunbelt Retreats Havens Alternatives ROI Maximizers Above Avg. Returns Foreign Opportunists Undervalued Assets Upscalers Affirmation & Rewards Career Starters Bragging Rights Golf Enthusiasts Backyard Tee Time Swiss Family Robinsons Family Time Equestrians Polo & Riding Snowbirds Warm Weather
  27. 27. Persona Descriptions for Real Estate (Part I) LIFE TRANSITIONS TEMPORARY ACCOMMODATIONS POST DISTRESS DOWNSCALERS OFF CAMPUS GREEKS Restored Dignity These individuals are anxious to get their lives back after suffering a divorce, job loss, death in the family or other setback leading to downsizing. Important to them is the restoration of dignity and minimal emotional loss from having to move. Also important are upgrading options to accommodate uncertain future growth. NEW BEGINNINGS First Time Ownership These primarily newlywed couples are looking to cap their marriage with the permanence associated with their first home. Important to them is affordability of home options and handholding to consummate a first purchase while providing assurance of future family growth in the right surroundings. TWILIGHT DOWNSCALERS Sedentary Lifestyle These seniors are gearing for retirement in a low maintenance community that provides elements of active adult living. Important to them are peaceful surroundings afforded by serene nature and hobby cubby holes. Many also desire a welcoming atmosphere for visiting families. JOB TRANSIENTS Quickly Reestablished These individuals are apprehensive about the job change that leads them to new surroundings. Anxious to get resettled, they seek quick access, minimal family disruption and acclimation in accepting neighborhoods. Also important are burden reliefs in moving and asset replacement. Frat & Sorority Acceptance These young adults thrive on their new found freedom and acceptance into fraternal communities. Important to them are unrestricted living, proximity to campus life and an opportunity to be self sufficient. They also seek a social atmosphere consistent with fraternal identity. MOBILE CREWS Readiness These remote crews are away from home shooting movies or handling remote construction. Important to them are the extended stay conveniences of maintenance-free living that also accommodates crew readiness, overtime camaraderie, and complete home conveniences. WEEKEND WARRIORS Overtime Rewards These travelling salesmen and executives on the go expect reasonable or VIP accommodations to make-up for away time. Important to them are full service features and business connectability. Many seek flexibility in vacancy availability and loyalty patronage. SAMARITANS & SOLDIERS Appreciated Community Service These travelling military troops and rescue mission crews seek extended stay accommodations that permit mobile readiness and appreciation for their service. Important to them are dispatch services to support local missions as well as home oriented features for visiting families.
  28. 28. Persona Descriptions for Real Estate (Part II) WEALTH MANAGEMENT SUNBELT RETREATS ROI MAXIMIZERS GOLF ENTHUSIASTS Above Avg. Returns These wealth management professionals are seeking real estate options as an alternative to money market funds and other asset instruments. Important to them are timely opportunities that impact their portfolio risk diversity, cash flow, balance sheets and income returns. FOREIGN OPPORTUNISTS Undervalued Assets These international investors find lucrative opportunities in the US realty market because of a weakened currency, more favorable taxes, better mortgage rates and more politically stable governments. Many also benefit from having cash for undervalued US properties. UPSCALERS Affirmation & Rewards These aspiring professionals are seeking to reward their career efforts and affirm their growing wealth status with luxury assets. Also important to them are the community privileges for new society memberships. As astute business professionals, they expect high perceived value. Backyard Tee Time EQUESTRIANS Polished Ponies Bragging Rights These horse riding enthusiasts include avid polo followers or ranchers seeking farms for grazing. Important to them are equestrian amenities and riding acreage complete with stables. They seek horse friendly communities and serene atmospheres. Some also seek affiliation with elite polo communities. SWISS FAMILY ROBINSONS Family Time CAREER STARTERS These ambitious, young adults are excited to spread their wings. Important to their first investment in cars and homes is the handholding due diligence that makes their investment safe and affordable. The seek similar peer surroundings and possibilities for community acceptance. These die hard golf fanatics and retirees are seeking ways to live out their golf ambitions. Important to them is the warm weather, serenity, social atmosphere and outdoor nature associated with golfing. Many enjoy membership privileges and life near a course conducive to their desired golf challenge. These close knit families seek time together in warm weather havens. Important to them are active attractions that include frontier-like exploration, group water sports and all day outdoor fun. Many enjoy the casual atmosphere, privacy and even rugged living conditions that permit a total escape from their normally busy family lifestyles. SNOWBIRDS Warm Weather These predominantly Canadian vacationers and semi-retired seniors are seeking relief from brutal winter conditions. Important to them is the proximity to water in generally serene conditions. They seek assurance of regular stays in familiar dream home conditions while being assured of remote property management when away.
  29. 29. Target Audience Analysis for Real Estate (Part I Needs Assessment) Life Transitions SPENDING MOTIVATIONS PERSONA TRAITS Discouraged Aging Restored Dignity WANTS Sedentary Lifestyle Real Estate Ownership Advantage Exciting Starts Anxious Ownership Quickly Reestablished NEEDS Check ( appropriate box Budget limited payments High society acceptance Proximity to golf courses Outdoor nature experience Equestrian society lifestyle Horse stabling and ranch accommodations Family oriented residence First purchase handholding Future adaptable living conditions Future profit potential Minimal emotional loss Minimal maintenance living Off season rental property Prior home burden relief Quick move Retirement & family accommodations Season renting in tough economies Semi-permanent residence To reestablish themselves within their means Twilight year comforts Limited restrictions Year round temperate weather Active youth surroundings Overtime camaraderie Work readiness in familiar surroundings Undervalued homes Vacation home Wealth management Competition Temporary Accommodations Post-Distress Twilight New Job Off Campus Mobile Downscalers Downscalers Beginnings Transients Greeks Crews NEEDS  New Independence Frat & Sorority Acceptance Time Pressured Readiness Weekend Warriors Down to Business Overtime Rewards NEEDS  Samaritans & Soldiers Committed Respectful Surroundings NEEDS                         WALLET COMPETITION WALLET COMPETITION WALLET COMPETITION  WALLET COMPETITION Check ( appropriate box Apartments Equity build; interest deduction     Country Club Membership Permanent & validated belonging Extended Stay Hotels Assisted Living Facilities Campus dorms Time Shares Hotels Money Market Portfolios  Check ( appropriate box Affordable housing Approved financing for uncertain outcomes Borrowing assistance Bridge financing Budget planning Campus life Children access to familiar surroundings Comfortable and personal homes Communities that maximize outdoor nature Community understanding Configuration modularity for upgrade and family extensions Credit defined borrowing options Extensive closing support Full furnished accommodations Group accommodations Hobby cubby holes Home evaluation guidance Homes that embrace family gatherings Immediate vacancy and expedited approvals/contracting Low maintenance living Mortgage qualification assistance Neighborhood fit Peer group similarities Predictable home maintenance and dues Protection Relocation consultation Short-term leasing with option to buy Single floor located near cities & transportation hubs Small homes Surplus asset storage     Less transition anxiety Senior Independence Youthful Independence Ownership Permanence & home familiarity Real estate asset undervaluation     BENEFITS & MESSAGE OBJECTIVES BENEFITS & MESSAGE OBJECTIVES   BENEFITS & MESSAGE OBJECTIVES BENEFITS & MESSAGE OBJECTIVES                                 
  30. 30. Target Audience Analysis for Real Estate (Part II Needs Assessment) Sunbelt Retreats SPENDING MOTIVATIONS Golf Swiss Family Career ROI Foreign Equestrians Snowbirds Upscalers Enthusiasts Robinsons Starters Maximizers Opportunists PERSONA TRAITS Social WANTS Routine Golf Real Estate Ownership Advantage Elite Polo & Riding NEEDS Check ( appropriate box Budget limited payments High society acceptance Proximity to golf courses Outdoor nature experience Equestrian society lifestyle Horse stabling and ranch accommodations Family oriented residence First purchase handholding Future profit potential Retirement & family accommodations Season renting in tough economies Semi-permanent residence To reestablish themselves within their means Twilight year comforts Limited restrictions Year round temperate weather Undervalued homes Vacation home Wealth management Competition Wealth Management Close Family Time Winter Burned Out Warm Weather NEEDS Ambitious Indulgent Speculators Calculating Bragging Rights Affirmation & Rewards Above Average Returns Undervalued Assets NEEDS NEEDS                         WALLET COMPETITION     WALLET COMPETITION WALLET COMPETITION WALLET COMPETITION Check ( appropriate box Apartments Country Club Membership Permanent & validated belonging Extended Stay Hotels Time Shares Hotels Money Market Portfolios   Check ( appropriate box     Less transition anxiety Ownership Permanence & home familiarity Real estate asset undervaluation Affordable housing Approved financing for uncertain outcomes Borrowing assistance Budget planning Comfortable and personal homes Communities that maximize outdoor nature Community understanding Configuration modularity for upgrade and family extensions Credit defined borrowing options Extensive closing support Full furnished accommodations Group accommodations Hobby cubby holes Home evaluation guidance Homes that embrace family gatherings Immediate vacancy and expedited approvals/contracting Low maintenance living Neighborhood fit Peer group similarities Predictable home maintenance and dues Protection Luxurious homes Depressed economy opportunities Cash motivated sellers Potential for high market appreciation Developing neighborhoods Favorable tax, currency, political & banking conditions Foreign safe havens Warm weather havens Elderly affluent lifestyle Serenity Dependable remote management     Equity build; interest deduction    BENEFITS & MESSAGE OBJECTIVES BENEFITS & MESSAGE OBJECTIVES     BENEFITS & MESSAGE OBJECTIVES       BENEFITS & MESSAGE OBJECTIVES                                             
  31. 31. Target Audience Analysis for Real Estate Encountering Customers (Part I) Life Transitions TARGET AUDIENCE GOALS Temporary Accommodations PERSONA Post-Distress Twilight New Job Off Campus Mobile Downscalers Downscalers Beginnings Transients Greeks Crews PASSIONATE TOPICS Singles Life, Child Security Retirement Weddings Local Attractions KEY INFLUENCERS Support Groups AARP, Active Adult Communities Bridal Consultants Relocation Experts & HR Depts. Building & Film Producing Construction Greek Societies Cos., Film Industry Sorority & Fraternity Life  Water Activities Career Resources and Planning Beaches and Islands Family and Relationships Apartments & Residential Rentals Investment Real Estate Timeshare & Vacation Properties Horses Equestrian Investing Risk Management Financial Planning & Mgmt. Fraternal Orders Hiking & Camping Boating Travel Guides Film & TV Industry Event Planning Hotel & Accommodations Traveling Event Planning Personal Finance Real Estate Expecting Parents Engaged (<1 year) Away from Family Golf Patriotism & Rescue Relief Salesforce Mgmt. & VIP Promos DoD, Red Cross, Salvation Army                              INTEREST-BASED BEHAVIORAL TARGETING (Social Networks) Ad Source Interest Topics Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Sales & Executives  INTEREST-BASED BEHAVIORAL TARGETING (Search Engine) Ad Source Interest Topics Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Samaritans & Soldiers  SITUATIONAL TRIGGERS New Job Job Promotion Family Addition Divorce Lost Job Job Relocation Wedding Retirement College Entrance Construction Contracts Film Production Contracts New Sales Hires Crisis Center Development Shift or Exansion of Military Deployment Country Club Consideration Horse Purchase Polo Club or Jumping Event Attendance Ranch Relocation Brutal Weather Season Economic Shift Capital Gains Tax Adjustment Political Upheaval Dollar Fluctuation Weekend Warriors               INTEREST-BASED BEHAVIORAL TARGETING (News & Blog Aggregaters) Ad Source Technorati Blog Directory Technorati Blog Directory Technorati Blog Directory Technorati Blog Directory Technorati Blog Directory Technorati Blog Directory Technorati Blog Directory Technorati Blog Directory Interest Topics Film Finance Real Estate Golf World Politics Family and Relationships Travel Home              
  32. 32. Target Audience Analysis for Real Estate Encountering Customers (Part II) Sunbelt Retreats TARGET AUDIENCE GOALS Golf Enthusiasts PASSIONATE TOPICS Equestrians Golf PERSONA Horses Golf Sites & Magazines KEY INFLUENCERS Wealth Management Swiss Family Snowbirds Robinsons Family Adventures Polo Clubs, Tour Guides & Fun Equestrian Societies in the Sun Promos & Ranchers Relaxing in the Sun Travel Agencies Career Starters Upscalers ROI Foreign Maximizers Opportunists Global Investments & Life in the US Image Sites, Local Elite Accountants, Money Markets, Development Membership Brokers & Global Economic News Clubs Financial Advisors Indices New Homes Society Membership Asset Management SITUATIONAL TRIGGERS New Job Job Promotion Family Addition Divorce Lost Job Job Relocation Wedding Retirement College Entrance Construction Contracts Film Production Contracts New Sales Hires Crisis Center Development Shift or Exansion of Military Deployment Country Club Consideration Horse Purchase Polo Club or Jumping Event Attendance Ranch Relocation Brutal Weather Season Economic Shift Capital Gains Tax Adjustment Political Upheaval Dollar Fluctuation              INTEREST-BASED BEHAVIORAL TARGETING (Search Engine) Ad Source Interest Topics Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network Google Display Network  Water Activities Career Resources and Planning Beaches and Islands Family and Relationships Apartments & Residential Rentals Investment Real Estate Timeshare & Vacation Properties Horses Equestrian Investing Risk Management Financial Planning & Mgmt. Fraternal Orders Hiking & Camping Boating Travel Guides Film & TV Industry Event Planning Hotel & Accommodations    Traveling Event Planning Personal Finance Real Estate Expecting Parents Engaged (<1 year) Away from Family Golf                            INTEREST-BASED BEHAVIORAL TARGETING (Social Networks) Ad Source Interest Topics Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories Facebook Broad Categories                 INTEREST-BASED BEHAVIORAL TARGETING (News & Blog Aggregaters) Ad Source Technorati Blog Directory Technorati Blog Directory Technorati Blog Directory Technorati Blog Directory Technorati Blog Directory Technorati Blog Directory Technorati Blog Directory Technorati Blog Directory Interest Topics Film Finance Real Estate Golf World Politics Family and Relationships Travel Home          

×