This week the feedback session focused on customer profiles and who will be the end user of my product. Having already researched into the core Company consumer I told Paz how Victoria White (Company editor) views her readers (see here) and he agreed that's the level of detail that should be going into the customer profile we create. Not only should the customer profiles be in depth of what the person likes, but also represent 'a day in the life', so that when the time comes to create the promotion, it's easy to see which the key consumer will respond and react to.
Moreover, an aspirational customer profile board is needed to represent the customers who will aspire to the product. In my case, these will be those out of the target market range who 'aspire' of dressing a certain way. These could be early teens who are still at school who want to look fashionable, but also it could be those in the target age range who don't necessarily have the most 'fashionable' of jobs, e.g. lawyers, doctors, teachers. Different customer profiles need different forms of promotion to attract. Therefore, not only will a core customer profile board need to be created but also an aspirational one, which shows off the secondary and tertiary consumers.
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