example buyer personas for House of Blues

1. Customer Persona Template
By Doug Ladd: “Customer Segmentation” on Lynda.com
Customer Persona for (Product or Service brand and example here):
Customer Name: Greg Taylor
I am a classic all-American dad
Roles: Father to three daughters and husband to his high school
sweetheart.
Goals:
1. To retire early
2. To send all three daughters to college
3. To eventually brew his own craft beers
Challenges:
1. Finding time to enjoy himself outside of being a father
2. He feels guilty spending money on himself because he wants to spoil his wife and
children
3. Getting to work on time because he is so tired and always busy
Demographics:
• Age: 51
• Income: 70,000
• Education: Bachelor’s Degree in Business Management
• Usage Rates: Once a month
• Current Location: Cleveland, Ohio
• Hometown: Toledo, Ohio
Story:
Greg Walsh met his soulmate Melissa his sophomore year of high school. They stayed
together ever since and attended college at the University of Toledo together where Greg
earned his bachelor’s degree in business management. After college Greg was offered a
position as a financial manager for Home Depot in Cleveland. The two packed up and moved
to Cleveland where they eventually started their family which continued to grow larger over
the years. Greg has held the same position ever since he was offered the job and him and his
wife strive to have a financially stable life and give their three daughters everything they
need. Feeling stuck in his life Greg is looking forward to the girls growing up and giving him
some time to himself. On his own time Greg enjoys attending concerts, going fishing and
hitting the bars for a craft beer. He dreams of brewing his own beer and retiring early from
his job of 30 years.

2. Customer Persona Template
By Doug Ladd: “Customer Segmentation” on Lynda.com
Customer Persona for (Product or Service brand and example here):
Customer Name: Evan Roberts
I am a misunderstood teenage boy looking to escape.
Roles: Only child in an upper middle-class family, high school student.
Goals:
1. To graduate high school and move away from his hometown
2. To go on tour with his favorite band someday
3. To become a famous skater on Instagram
Challenges:
1. Trying to get his parents to understand him and his lifestyle
2. Growing his online presence and social media following
3. Applying to colleges out of state
Demographics:
• Age: 17
• Income: No income (upper middle-class family)
• Education: Currently a senior in high school
• Usage Rates: 5 times monthly
• Current Location: Naperville, Illinois
• Hometown: Naperville, Illinois
Story:
Evan has always felt his is misunderstood by his peers and his family. As an only child
he has always felt lonely and turned to music to fill his time. He regularly attends concerts,
shops for bands tees and hangs out at the local skate park. Evan hopes to move out of state
for college to pursue a career in entertainment. He wants to tour the world with his favorite
pop-punk bands as well as pursue a professional skate career which he feels is possible due
to his popular Instagram page. Evan wears a lot of black clothing, gauges in his ears and is
willing to wait in line all night to get front row at his favorite shows. He lives in a suburb
outside of Chicago and often travels to the city to attend the House of Blues and go shopping
at his favorite stores.

3. Customer Persona Template
By Doug Ladd: “Customer Segmentation” on Lynda.com
Customer Persona for (Product or Service brand and example here):
Customer Name: George Anderson
I am a retired grandfather and lover of the blues.
Roles: Father, grandfather, husband
Goals:
1. To finish his garden in his yard
2. To take his wife out more often
3. To spend time with his grandkids as much as possible
Challenges:
4. Dealing with the aches and pains of growing old
5. Keeping his life fun and new
6. Spending equal time with all of his family
Demographics:
• Age: 65
• Income: 90,000 (military retirement checks)
• Education: High School Diploma
• Usage Rates: Twice monthly
• Current Location: Houston, Texas
• Hometown: Sugar Land, Texas
Story:
George Anderson is a retired military officer living in Houston Texas. He lives with his
wife and has two kids and four grandchildren. George has always been a cheerful guy that
loves going out and having fun. But in his old age he is struggling to find the time and effort to
spend a night on the town with his wife. When he isn’t watching the grandkids, George wants
to take his wife to the House of Blues for dinner and a show. They are both from the south and
love blues music. Most of their extra money goes to taking care of the family and George’s
garden but they always budget in some extra cash to go out a few times a month to keep the
spark in their relationship alive.

4. Brand Positioning Statement:
For fans of music, classic and current, who appreciate a special
experience of good food and entertainment. The House of Blues has 11
locations that offer a unique concert experience, host special events, as
well as a full-service restaurant and bar. Music fans will get a memorable
concert experience and the opportunity to combine that with an
outstanding dining experience all under one roof.