Considerations for Target Market Profiles

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Considerations for Target Market Profiles
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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

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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

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The First Step

• Understand Who the Consumer Is
• Whos buying my brand?
• What are the customers like? (lifestyle,
  opinions, day-in-the-life, etc.)
• Why do they buy the product?
• Needs? Motivations?

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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

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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.)