Profiling the target audience

1
Profiling the target audience for Russells APSW
(account planning school of the web)
2
Good start. Youve made me want to read on.
Hi. Do you like cheese?
3
This is good. But you could have done it all with
a picture.
Who the BRAND is.
Finsbury Park Fromageur Shop at 15 Finsbury
Avenue (I walk in front of it every day going to
school) Nice, small, cozy cheese and bakery
stuffs shop with a dainty black front window
coverlet that says Finsburys Fromageur in
Monotype Corosiva cream letters. Shop is smallish
and you have to walk around the middle display
piece where the owner puts the jars of feta
cheese and the fresh pains-au-chocolat and orange
and cinnamon pies. Inside color palette is
cream/yellow and white wood with hand knitted
doilies covering some jars grandmas
pantry-like it smells of well, cheese and fresh
baked stuff and the crowning touch is an Italian
chandelier in the middle of the ceiling. The
staff wears long black aprons and white shirts
with a dandy looking grey neck scarf and their
name printed in Monotype on the shirt.
4
Very nice. I should be saying youve written too
much (because you have) but youre getting away
with it because its well written and its got
jokes in it. One thought - dont put thinks like
this - (??) - if youre not sure of something,
dont put it in.
What the BRAND is
.. an island .. reminiscent of Florence in the
middle of Finsbury .. a source of exceptionally
good cheese in the country of mild and fat free
cheddar (bleach!) .. a quiet oasis where you can
savor different types of goodies without the
staff looking at you funny .. a place to meet
interesting people .. a place to remember moms
and grandma's kitchen .. a place for nice
conversation .. a place to make you feel
cosmopolitan and sophisticated .. a connoisseurs
getaway (??)
5
Now this is too much.
Who the BRAND is for

• CLUES
• the font used to write the name of the shop and
  staff
• the name of the shop Finsbury's Fromageur
• the color palette
• the chandelier
• the doilies

6
Meet Gary or rather Mr. Robson
7
Summarise. Precis. Distil.

Gary loves cheese (duh!) ? but not just loves
it, loves it enough to take the trip to Finsbury
when its congestion time and park in front of
the shop although its a no parking zone. He
travels a lot. He drinks wine because cheese
works with wine. Hes been to the Loire Valley at
least once and is thinking of going again.
Although he lives no way close to there, he goes
to Portobello busy market in West London - to
buy freshly baked olive bread if FF does not have
it. He drives a small and rocky car because hes
not a connoisseur of cars but of cheese and the
car was mainly because he felt it was high time
to get one. He has a set of great glass wines in
the kitchen and can cook certain complicated
dishes that involve a lot of spices and herbs.
Sometimes he drinks tea but only if its in a big
bag and not in sachets and always with honey and
not with sugar or sweetener
8

Gary wears jeans most of the time, he has a
Chinese lamp in the closet from that time they
were traveling and could not help buying it. He
likes to take walks in the park and would like to
have picnics there but is embarrassed of what
people might say. He sometimes shops for books at
Foyle's and drinks coffee in Rays jazz café he
is in love with a girl who reads Isabel Allende.
He has a couple of very good friends and
sometimes they come over for wine and cheese and
to plan the next holiday to Spain or Portugal
9
Lets watch Gary for a bit
10
What the RELATIONSHIP is
Gary shops at FF on a regular basis, the staff
knows him and sometimes they call him by his last
name, Mr. Robson. The time spent in the shop is
longer than required because he chats to the
staff and discuss the latest arrivals. He likes
to taste, browse and the staff knows that he
should be allowed to browse and taste because
hes going to come back. Hes not a
one-night-stand. The staff asks Gary about
preferences and offers to order special types of
cheese for him, sometimes they mutually recommend
types of wine to go with the cheese, sometimes
they even talk about personal stuff like kids and
mothers, but only chit chat while browsing The
staff never uses the plastic bags for Gary its
always the good brown paper bags
You need to take the time to write less.
11
All good ideas. Especially the newsletter - seems
appropriate to the lowtech feel of the shop.
How to improve RELATIONSHIP

• The shop is far way build a website and deliver
  to door
• must have vintage delivery van with FF painted
  on sides and antique horn
• never do deliver old cheese or deliver late
• Prepare newsletter and send it to all people who
  are willing to drop their card tell everyone
  news about new arrivals and tips about cheese
  preservation, wines that go best with different
  cheeses
• Start joint venture with local wine shop and
  deliver present baskets with cheese and wine
• Reward loyal customers with picnic baskets

12
How to improve RELATIONSHIP
Send loyal customers xmas cards with owners
signature Organize cheese tasting and invite
customers and friends Start putting out own
brands of cheese with FF brand by ordering
directly from producers in France and Italy and
packaging in house most importantly Think
niche Think small Dont become Tesco
Youre getting away with this because you write
well, and the ideas are good, but you could have
done all this with three slides and it would have
been a lot better.