74 smallbiz persona profiles & brand value...
TRANSCRIPT
74 SmallBiz Persona Profiles
& Brand Value Stories
• Customer Tailoring
• Cosmetic Dentistry
• Quail Egg Wholesaling
• Residential Real Estate
www.blog.socialcontentmarketing.comDr. Jim Barry
PerfectingLooks, Service &
Performance
Metro MalesAdmiration
Red Carpets
Entitlements
Prestigious Panelists
Distinction
PleasingAudiences,
Patrons & Family
Podium Pleasers
Charisma
Father of the Brides
Daddy
Featured Attractions
Elegance
Sommeliers
Refinement
ProminenceIn High Society
Circles
Saville Rows
Sophistication
Polo Clubbers
Etiquette
Monte Carlo Black Ties
Nightlife
Posturing
For Showmanship, Acceptance & Selection
Dapper DomsIntimidation
Primetimes
Flamboyance
Proud PatronsNew Wealth
Trump’s Apprentices
Swagger
Spending Motivations
Spending Motivations
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.
METRO MALES 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.
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.
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.
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.
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.
PERFECTION
PLEASINGPersona
Descriptions for
Custom Tailor
Market (Part I)
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.
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, Bentleysand 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 Kentucky Derby and other events known for society etiquette and old money. They buy items that affirm their elite status into the world's true bon vivants. They appreciate the finer things in life including the best of scotch, wine, art, jewelry, classic cars and private seating at prestigious club events. Their attire consists of classic 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 for action oriented nightlife and fast spending. Known for the black tie attire at casinos and onboard luxury liners, their dress and surroundings reflect their appetite for active, upscale entertainment. Important to this individual is a style that qualifies them for active engagement in high rolling circles. Consequently, they 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.
These individuals include avid sports fans of polo, Wimbledon, the British Open, the Kentucky Derby and other events known for society etiquette and old money. They buy items that affirm their elite status into the world's true bon vivants. They appreciate the finer things in life including the best of scotch, wine, art, jewelry, classic cars and private seating at prestigious club events. Their attire consists of classic 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.
These individuals travel to places known for action oriented nightlife and fast spending. Known for the black tie attire at casinos and onboard luxury liners, their dress and surroundings reflect their appetite for active, upscale entertainment. Important to this individual is a style that qualifies them for active engagement in high rolling circles. Consequently, they 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.
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 are known for flamboyance and opulence. Consisting of high paid athletes, rappers, and other celebrities, they sport an image of a lady’s man. They love the limelight and value exaggerated clothing features, eye opening jewelry, party boats and cars with a known price tag. As a predominantly well-built group of celebrities, their clothes are 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 highlight their new wealth and fame, they are anxious to demonstrate their worthy membership into elite circles. They seek trophies and awards that highlight their accomplishments. To them, sports cars, luxury homes and upscale clothing signify their VIP status. Many of them frequent country clubs and other social settings restricted to the Who’s Who. Consequently, their attire and overall business etiquette are more about society appropriateness than flamboyance. Example personalities include Leonardo Dicaprio, Dwayne Wade, Roger Federer and Herman Cain.
TRUMP APPRENTICES
Posturing for
Leadership
with Swagger
These individuals include young professionals on interview, attorneys, Wall Streeters, bankers and aspiring executives that sport an ivy league image. Characterized by men portrayed in Esquire and Forbes, they have a Top Gun sense of arrogance often displayed in their power smiles and ties. They treasure attire, trinkets and cars that showcase their success in making money. They also place high value on well known brands, body perfection and perfect grooming. Example personalities include Sean Hannity, Anthony Robbins, Jack Welch and Mark Geragos.
This personality wants to stand out. They are known for flamboyance and opulence. Consisting of high paid athletes, rappers, and other celebrities, they sport an image of a lady’s man. They love the limelight and value exaggerated clothing features, eye opening jewelry, party boats and cars with a known price tag. As a predominantly well-built group of celebrities, their clothes are used to highlight their superior physiques. Example personalities would be Deion Sanders, Sean Diddy Combs, Floyd Mayweather, Jr., and Wesley Snipes.
These individuals want to fit in. Seeking to highlight their new wealth and fame, they are anxious to demonstrate their worthy membership into elite circles. They seek trophies and awards that highlight their accomplishments. To them, sports cars, luxury homes and upscale clothing signify their VIP status. Many of them frequent country clubs and other social settings restricted to the Who’s Who. Consequently, their attire and overall business etiquette are more about society appropriateness than flamboyance. Example personalities include Leonardo Dicaprio, Dwayne Wade, Roger Federer and Herman Cain.
These individuals include young professionals on interview, attorneys, Wall Streeters, bankers and aspiring executives that sport an ivy league image. Characterized by men portrayed in Esquire and Forbes, they have a Top Gun sense of arrogance often displayed in their power smiles and ties. They treasure attire, trinkets and cars that showcase their success in making money. They also place high value on well known brands, body perfection and perfect grooming. Example personalities include Sean Hannity, Anthony Robbins, Jack Welch and Mark Geragos.
PROMINENCE
POSTURINGPersona
Descriptions for
Custom Tailor
Market (Part II)
TAR
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Target Audience Analysis for Custom Tailor Market (Needs
Assessment)
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Target Audience Analysis for Custom Tailor Market:
Encountering Customers (Part I)
Target Audience Analysis for Custom Tailor Market:
Encountering Customers (Part II)Sa
ville
Ro
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Polo
Clu
bb
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Mo
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Car
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NC
E G
OA
LSP
ERSO
NA
PA
SSIO
NA
TE T
OP
ICS
KEY
INFL
UEN
CER
S
Do
wn
tim
e fo
r Pr
ofe
ssio
nal
Up
dat
es
Job
Sea
rch
ing
Sear
chin
g fo
r R
elat
ed G
roo
min
g an
d F
ash
ion
Pu
rch
ases
Wed
din
gs
Excl
usi
ve E
ven
t Pr
epar
atio
n
SITU
ATI
ON
AL
TRIG
GER
S
Po
stu
rin
g
INTE
RES
T-B
ASE
D B
EHA
VIO
RA
L TA
RG
ETIN
G (
Sear
ch E
ngi
ne)
INTE
RES
T-B
ASE
D B
EHA
VIO
RA
L TA
RG
ETIN
G (
Soci
al N
etw
ork
s)
INTE
RES
T-B
ASE
D B
EHA
VIO
RA
L TA
RG
ETIN
G (
New
s &
Blo
g A
ggre
gate
rs)
Attracting the Best
Relationships & Society Acceptance
Lonely Hearts
Romance
Forever Vain
Immortality
Narcissists
Vanity
Cosmopolitans
Society
Feeling Your Best
Healthy, Youthful & Renewed
Grateful Holistics
Reenergized
Midlife Reborns
Rejuvenated
Fading Paranoid
Redefined
The Battered
Recovered
Looking Your Professional
Best
Confidence, Power & Charisma
Career Climbers
Aspiring
Charismatics
Energized
Rising Stars
Dazzling
Stage Conscious
Impeccable
Remember the Best
Lasting Moments & Special Moments
Center Stages
Rewarding
Cocky Comebacks
Boastful
New Beginnings
Joyful
Forever Remembered
Close
Spending Motivations
Spending Motivations
Persona Descriptions for Cosmetic Dentistry Market (Part I)
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.
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.
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.
FADING PARANOIDS
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.
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.
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.
ATTRACTING THE
BEST
FEELING YOUR
BESTLONELY HEARTS
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.
GRATEFUL HOLISTICS
Show Off the
Real You
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.
Let Loose
Again
Persona Descriptions for Cosmetic Dentistry Market (Part II)
CENTER STAGES
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.
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.
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.
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.
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.
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.
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.
LOOKING YOUR PROFESSIONAL BEST REMEMBERING THE BEST
CAREER CLIMBERS
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.
Target Audience Analysis for Cosmetic Dentistry
(Part I Needs Assessment)TA
RG
ET A
UD
IEN
CE
GO
ALS
SPEN
DIN
G M
OTI
VA
TIO
NS
Mid
life
Dat
ing
You
thfu
l
Acc
epta
nce
Bec
om
e Ta
lk
of
the
Tow
n
Join
Crè
me
de
la
Crè
me
Bo
dy
Imp
rove
men
t
Rec
har
ged
Life
styl
e
Mid
-Lif
e B
od
y
Mak
eove
r
Ab
use
&
Inju
ry
Rec
ove
ry
Lon
ely
He
arts
Fore
ver
Vai
n
Me
tro
Mal
es
Co
smo
po
litan
Gra
tefu
l
Ho
listi
cs
Mid
life
Re
bo
rns
Fad
ing
Par
ano
ids
The
Bat
tere
d
Ro
man
tic
Wo
rrie
dN
arci
ssis
tic
Smu
gD
eter
min
edEn
erge
tic
Op
tim
isti
cA
sham
ed
Inti
mac
yIm
mo
rtal
ity
Ad
ora
tio
nC
lass
yB
ette
r Se
lfR
evit
aliz
atio
nR
enai
ssan
ceH
op
e
Co
mp
eti
tio
nP
rod
uct
/Se
rvic
e
Ad
van
tage
Hai
r M
ake
ove
rsM
ore
last
ing,
an
ti-a
gin
g
New
War
dro
bes
Mo
re a
uth
enti
c, a
ll d
ay
Jew
elry
Mo
re a
uth
enti
c, a
ll d
ay
Co
smet
ic S
urg
ery
Safe
r, r
eal
Skin
Car
eM
ore
dra
mat
ic
Bo
dy
Ton
ing
Mo
re la
stin
g
Hea
lth
y Li
vin
gLo
ok
& fe
el g
oo
d
NEE
DS
CO
MP
ETIT
ION
FO
R W
ALL
ET
SELL
ER V
ALU
E (B
ENEF
ITS)
Mo
lar
to M
ola
r R
esto
rati
on
s fo
r B
eam
ing
Smile
s
Cel
ebra
te N
ew S
tart
s
Turn
Bac
k Ti
me
Stru
t Yo
ur
Stu
ff
Get
Yo
ur
Life
Bac
k
Smile
fo
r Su
cces
s
Rew
ard
Yo
ur
Tria
ls
Hea
lth
y G
um
s an
d W
hit
ener
s fo
r Se
xy S
mile
s
Reb
urb
ish
ed, W
hit
er T
eeth
for
Age
less
Sm
iles
Perf
ect
Pea
rly
Wh
ites
for
Luxu
rio
us
Smile
s
Fixe
d T
eeth
an
d C
lea
n G
um
s fo
r N
atu
ral S
mile
s
Spo
tles
s Te
eth
for
Co
nfi
den
t Sm
iles
Att
ract
ing
the
Be
stFe
elin
g Y
ou
r B
est
PER
SON
A
TRA
ITS
WA
NTS
Target Audience Analysis for Cosmetic Dentistry
(Part II Needs Assessment)TA
RG
ET A
UD
IEN
CE
GO
ALS
SPEN
DIN
G M
OTI
VA
TIO
NS
Nai
l th
e
Inte
rvie
wSt
eer
the
Co
urs
eP
erfo
rm o
n
Cam
era
Imp
ress
Clie
nts
No
tice
Triu
mp
hs
Surp
rise
Oth
ers
Trea
sure
th
e
Day
Cap
ture
th
e
Mo
men
t
Car
ee
r
Clim
be
rsC
har
ism
atic
sR
isin
g
Star
s
Stag
e
Co
nsc
iou
s
Ce
nte
r
Stag
ers
Co
cky
Co
me
bac
ks
Ne
w
Be
gin
nin
gs
Fore
ver
Re
me
mb
ere
d
Asp
irin
gC
har
min
gEn
chan
tin
gIn
viti
ng
Pro
ud
Bo
astf
ul
Rad
ian
tSe
nti
men
tal
Co
nfi
den
ce M
agn
etis
mA
llure
Po
lish
ed
Ap
pea
ran
ceSp
otl
igh
tB
est
in C
lass
Rec
ogn
itio
nN
ew G
low
Last
ing
Mem
ori
es
Co
mp
eti
tio
nP
rod
uct
/Se
rvic
e
Ad
van
tage
Hai
r M
akeo
vers
Mo
re la
stin
g, a
nti
-agi
ng
New
War
dro
bes
Mo
re a
uth
enti
c, a
ll d
ay
Jew
elry
Mo
re a
uth
enti
c, a
ll d
ay
Co
smet
ic S
urg
ery
Safe
r, r
eal
Skin
Car
eM
ore
dra
mat
ic
Bo
dy
Ton
ing
Mo
re la
stin
g
Hea
lth
y Li
vin
gLo
ok
& fe
el g
oo
d
Perf
ect
Pear
ly W
hit
es fo
r Lu
xuri
ou
s Sm
iles
Fixe
d T
eeth
an
d C
lean
Gu
ms
for
Nat
ura
l Sm
iles
Spo
tles
s Te
eth
for
Co
nfi
den
t Sm
iles
Mo
lar
to M
ola
r R
esto
rati
on
s fo
r B
eam
ing
Smile
s
NEE
DS
CO
MP
ETIT
ION
FO
R W
ALL
ET
SELL
ER V
ALU
E (B
ENEF
ITS)
Get
Yo
ur
Life
Bac
k
Smile
for
Succ
ess
Rew
ard
Yo
ur
Tria
ls
Hea
lth
y G
um
s an
d W
hit
ener
s fo
r Se
xy S
mile
s
Reb
urb
ish
ed, W
hit
er T
eeth
for
Age
less
Sm
iles
Rem
emb
erin
g th
e B
est
Loo
kin
g Y
ou
r P
rofe
ssio
nal
PER
SON
A
TRA
ITS
WA
NTS
Cel
ebra
te N
ew S
tart
s
Turn
Bac
k Ti
me
Stru
t Yo
ur
Stu
ff
Target Audience Analysis for Cosmetic Dentistry:
Encountering Customers (Part I)Lo
nel
y H
eart
sFo
reve
r V
ain
Nar
ciss
ists
Cosm
op
olit
anG
rate
ful H
olis
tics
Mid
life
Reb
orn
sFa
din
g Pa
ran
oid
sTh
e B
atte
red
Rek
ind
ling
Ro
man
ce
Act
ive
Ad
ult
Life
styl
es
Fash
ion
&
Gro
om
ing
Who
's W
hoEx
erci
sin
gEa
tin
g W
ell
Co
smet
ic
Mak
eove
rs
Self
Hel
p &
Hig
h
Imp
act
Spo
rts
Dat
ing
Site
sH
olly
wo
od
Spas
& S
alo
ns
Co
smet
olo
gist
sFi
tnes
s C
ente
rsO
rgan
ic O
utl
ets
An
ti-A
gin
g A
dvi
sors
Sup
po
rt G
rou
ps
&
Spo
rts
Do
ctor
s
Ad
So
urc
eIn
tere
st T
op
ics
Go
ogl
e D
isp
lay
Net
wo
rkA
nti
qu
es &
Co
llect
ible
s
Go
ogl
e D
isp
lay
Net
wo
rkC
eleb
rity
& E
nte
rtai
nm
ent
New
s
Go
ogl
e D
isp
lay
Net
wo
rkC
om
bat
Sp
ort
s
Go
ogl
e D
isp
lay
Net
wo
rkC
osm
eto
logy
& B
eau
ty P
rofe
ssio
nal
s
Go
ogl
e D
isp
lay
Net
wo
rkEv
ent
Plan
nin
g
Go
ogl
e D
isp
lay
Net
wo
rkFa
ce &
Bo
dy
Car
e
Go
ogl
e D
isp
lay
Net
wo
rkFa
mily
& R
elat
ion
ship
s
Go
ogl
e D
isp
lay
Net
wo
rkFa
shio
n &
Sty
le
Go
ogl
e D
isp
lay
Net
wo
rkFi
nan
cial
Mar
kets
Go
ogl
e D
isp
lay
Net
wo
rkFi
ne
Din
ing
Go
ogl
e D
isp
lay
Net
wo
rkFi
tnes
s
Go
ogl
e D
isp
lay
Net
wo
rkLu
xury
Go
od
s
Go
ogl
e D
isp
lay
Net
wo
rkW
edd
ings
Ad
So
urc
eIn
tere
st T
op
ics
Face
bo
ok
Bro
ad C
ateg
ori
esEv
ent
Plan
nin
g
Face
bo
ok
Bro
ad C
ateg
ori
esLu
xury
Go
od
s
Face
bo
ok
Bro
ad C
ateg
ori
esFa
shio
n
Face
bo
ok
Bro
ad C
ateg
ori
esO
utd
oo
r Fi
tnes
s A
ctiv
itie
s
Face
bo
ok
Bro
ad C
ateg
ori
esH
ealt
h &
Wel
l Bei
ng
Face
bo
ok
Bro
ad C
ateg
ori
esB
eau
ty P
rod
uct
s
Face
bo
ok
Bro
ad C
ateg
ori
esEx
trem
e Sp
ort
s
Ad
So
urc
eIn
tere
st T
op
ics
Tech
no
rati
Blo
g D
irec
tory
Cel
ebri
ty
Tech
no
rati
Blo
g D
irec
tory
Bu
sin
ess
Tech
no
rati
Blo
g D
irec
tory
Ho
ckey
Tech
no
rati
Blo
g D
irec
tory
Hea
lth
Tech
no
rati
Blo
g D
irec
tory
Fam
ily
Tech
no
rati
Blo
g D
irec
tory
Fash
ion
PER
SON
A
PA
SSIO
NA
TE T
OP
ICS
KEY
INFL
UEN
CER
S
TAR
GET
AU
DIE
NC
E G
OA
LS
Exp
erie
nci
ng
Maj
or
Life
Tra
nsi
tio
ns
(dat
ing
afte
r re
lati
on
al b
reak
-up
or
spo
usa
l dea
th, w
edd
ings
, car
eer
chan
ges,
co
llege
en
tran
ce, m
idlif
e
syn
dro
mes
, etc
.)
Sub
ject
ed t
o P
eer
Van
ity
(reu
nio
ns,
new
aff
luen
t so
ciet
y p
ress
ure
s, m
etro
-
sexu
al a
rriv
als,
car
eer
pre
ssu
res,
etc
.)
Cel
ebra
tin
g H
ealt
h &
Bea
uty
Mile
sto
nes
(fo
llow
ing
wei
ght
loss
, to
bac
co
abst
enti
on
, wri
nkl
e re
mo
val,
you
thfu
l au
gmen
tati
on
s/re
mo
vals
, ext
rem
e
mak
eove
rs, e
tc.)
Seek
ing
Intr
insi
c R
ewar
ds
(fee
l go
od
invi
gora
tio
ns,
des
ervi
ng
tim
es, s
pir
itu
al
awak
enin
gs, e
tc.)
Thre
aten
ed b
y A
ge (a
rriv
al o
f cri
tica
l age
s, a
war
enes
s o
f bo
dy
agin
g ai
lmen
ts
and
ap
pea
ran
ces,
etc
.)
Suff
erin
g fr
om
Hea
d T
rau
ma
(Mis
sin
g te
eth
, ch
ipp
ed t
eeth
, etc
.)
Att
ract
ing
the
Bes
t
INTE
RES
T-B
ASE
D B
EHA
VIO
RA
L TA
RG
ETIN
G (
Soci
al N
etw
ork
s)
INTE
RES
T-B
ASE
D B
EHA
VIO
RA
L TA
RG
ETIN
G (
Sear
ch E
ngi
ne)
Feel
ing
You
r B
est
SITU
ATI
ON
AL
TRIG
GER
S
INTE
RES
T-B
ASE
D B
EHA
VIO
RA
L TA
RG
ETIN
G (
New
s &
Blo
g A
ggre
gate
rs)
Target Audience Analysis for Cosmetic Dentistry:
Encountering Customers (Part II)C
are
er
Clim
be
rsC
har
ism
atic
sR
isin
g St
ars
Stag
e C
on
scio
us
Ce
nte
r St
age
rsC
ock
y C
om
eb
acks
Ne
w B
egi
nn
ings
Fore
ver
Re
me
mb
ere
d
New
Pro
fess
ion
sLe
ader
ship
Per
form
ing
Ho
spit
alit
yG
rad
uat
ing
Reu
nio
ns
Wed
din
gsFa
mily
Job
Sea
rch
Sit
esD
ign
itar
ies
& C
apta
ins
of
Ind
ust
ryH
olly
wo
od
Ho
spit
alit
y
Man
agem
ent
Trai
ner
s
Even
t P
lan
ner
sSo
cial
Med
ia S
ites
Bri
dal
Co
nsu
ltan
tsP
inte
rest
& P
ort
rait
Stu
dio
s
Ad
So
urc
eIn
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wo
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rity
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nte
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New
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Sp
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Plan
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wo
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Car
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elat
ion
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Go
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Mar
kets
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ing
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edd
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Ad
So
urc
eIn
tere
st T
op
ics
Face
bo
ok
Bro
ad C
ateg
ori
esEv
ent
Plan
nin
g
Face
bo
ok
Bro
ad C
ateg
ori
esLu
xury
Go
od
s
Face
bo
ok
Bro
ad C
ateg
ori
esFa
shio
n
Face
bo
ok
Bro
ad C
ateg
ori
esO
utd
oo
r Fi
tnes
s A
ctiv
itie
s
Face
bo
ok
Bro
ad C
ateg
ori
esH
ealt
h &
Wel
l Bei
ng
Face
bo
ok
Bro
ad C
ateg
ori
esB
eau
ty P
rod
uct
s
Face
bo
ok
Bro
ad C
ateg
ori
esEx
trem
e Sp
ort
s
Ad
So
urc
eIn
tere
st T
op
ics
Tech
no
rati
Blo
g D
irec
tory
Cel
ebri
ty
Tech
no
rati
Blo
g D
irec
tory
Bu
sin
ess
Tech
no
rati
Blo
g D
irec
tory
Ho
ckey
Tech
no
rati
Blo
g D
irec
tory
Hea
lth
Tech
no
rati
Blo
g D
irec
tory
Fam
ily
Tech
no
rati
Blo
g D
irec
tory
Fash
ion
TAR
GET
AU
DIE
NC
E G
OA
LS
PER
SON
A
PA
SSIO
NA
TE T
OP
ICS
KEY
INFL
UEN
CER
S
Exp
erie
nci
ng
Maj
or
Life
Tra
nsi
tio
ns
(dat
ing
afte
r re
lati
on
al b
reak
-up
or
spo
usa
l dea
th, w
edd
ings
, car
eer
chan
ges,
co
llege
en
tran
ce, m
idlif
e
syn
dro
mes
, etc
.)
Sub
ject
ed t
o P
eer
Van
ity
(reu
nio
ns,
new
aff
luen
t so
ciet
y p
ress
ure
s, m
etro
-
sexu
al a
rriv
als,
car
eer
pre
ssu
res,
etc
.)
Cel
ebra
tin
g H
ealt
h &
Bea
uty
Mile
sto
nes
(fo
llow
ing
wei
ght
loss
, to
bac
co
abst
enti
on
, wri
nkl
e re
mo
val,
you
thfu
l au
gmen
tati
on
s/re
mo
vals
, ext
rem
e
mak
eove
rs, e
tc.)
Thre
aten
ed b
y A
ge (a
rriv
al o
f cri
tica
l age
s, a
war
enes
s o
f bo
dy
agin
g ai
lmen
ts
and
ap
pea
ran
ces,
etc
.)
Seek
ing
Intr
insi
c R
ewar
ds
(fee
l go
od
invi
gora
tio
ns,
des
ervi
ng
tim
es, s
pir
itu
al
awak
enin
gs, e
tc.)
Suff
erin
g fr
om
Hea
d T
rau
ma
(Mis
sin
g te
eth
, ch
ipp
ed t
eeth
, etc
.)
Loo
kin
g Yo
ur
Pro
fess
ion
al B
est
INTE
RES
T-B
ASE
D B
EHA
VIO
RA
L TA
RG
ETIN
G (
New
s &
Blo
g A
ggre
gate
rs)
Rem
emb
erin
g th
e B
est
INTE
RES
T-B
ASE
D B
EHA
VIO
RA
L TA
RG
ETIN
G (
Sear
ch E
ngi
ne)
INTE
RES
T-B
ASE
D B
EHA
VIO
RA
L TA
RG
ETIN
G (
Soci
al N
etw
ork
s)
SITU
ATI
ON
AL
TRIG
GER
S
Inflammatory Disease
Asthma, Allergy & Eczema Relief
Les Miserables
Depressed
Closet Bound
Embarrassed
Deprived AthleteFrustrated
Fast Track
Worn Out
Child Development
Healthy Hair, Skin & Brain
Super Baby Moms
Proud
Doctor Dobsons
Dutiful
Nouveau RicheIndulgent
Tree Huggers
Concerned
Spending Motivations
Chronic Medical Diets
Disease Recovery & Prevention
Forever Hopefuls
Desperate
Doctors Orders
Disciplined
Immortals
Active
Holistics
Organic
Active Adult LifestylesAdult Potency &
Energy
Midlife Kickers
Youthful
Aged to Perfection
Forever Elegant
Meatheads
Body Vain
Born Again
Backsliders
Spending Motivations
Cultural Connections
Familiar Asian Food
Traditionalists
Proud
Culturally Nostalgic
Homesick
Purists
Queasy
Patriots
Respectful
Gastrointestinal Health
Ulcers & Kidney Stones
Naturopaths
Holistic
Clogged & Corroded
Pill Poppers
Rebounders
Negligent
Delicate Petals
Fragile
Gourmet Entertainment
Signature Recipes & Gourmet Distinction
Master Chefs
Perfection
Banquet Chefs
Delight
Foie Gras
Refinement
Instructeur Culinaire
Preparation
Spending Motivations
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.
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.
DEPRIVED ATHLETE
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.
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.
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.
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.
INFLAMMATORY
DISEASE
CHILD
DEVELOPMENTLES 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.
SUPER BABY MOM’S
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.
Get Back in
the Game
Persona Descriptions for Quail Egg Wholesaling (Part I)
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.
DOCTORS ORDERS
Follow the
Instructions
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.
AGED TO PERFECTION
Bring it
On
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.
IMMORTALS
Keep on
Keeping on
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.
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.
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.
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.
CHRONIC MEDICAL
DIETSFOREVER HOPEFULS
Never
Give Up
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.
ACTIVE ADULT LIFESTYLES
Persona Descriptions for Quail Egg Wholesaling (Part II)
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.
CULTURALLY NOSTALGIC
Home Sweet Home
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.
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.
PURISTS
Nurture Your
Bodies
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.
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.
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.
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.
CULTURAL
CONNECTIONSTRADITIONALISTS
Zhù Nǐmen
Zǎoshēng
Guìzǐ!
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.
GASTROINTESTINAL HEALTH
Persona Descriptions for Quail Egg Wholesaling (Part III)
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.
GOURMET ENTERTAINMENTMASTER 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.
Persona Descriptions for Quail Egg Wholesaling (Part IV)
Target Audience Analysis for Quail Eggs
(Part I Needs Assessment)Po
siti
ve O
utlo
okN
orm
al
App
eara
nce
Spor
ts
Perf
orm
ance
Dis
trac
tion
Fre
e
Wor
k O
utpu
tBo
dy E
ffic
ienc
yFl
ushe
d
Plum
bing
Body
Rege
nera
tion
Avo
idan
ce o
f
Org
an F
lair
-
ups
Any
Hop
eful
Die
tsH
ealt
h Re
gim
enCh
roni
c D
isea
se
Prev
enti
on
Nat
ural
Imm
uniz
ers
Les
Mis
erab
les
Clo
set
Bo
un
d
Dep
rive
d
Ath
lete
Fast
Tra
ckN
atu
rop
ath
sCl
ogg
ed &
Corr
od
edR
ebo
un
der
sD
elic
ate
Peta
ls
Fore
ver
Ho
pef
uls
Do
cto
r's
Ord
ers
Imm
ort
als
Ho
listi
cs
Easi
ly D
epre
ssed
Sham
eful
Com
peti
tive
Wor
kaho
lics
Hol
isti
c Pi
ll Po
pper
sBo
dy N
egle
ctan
tFr
agile
and
Ner
vous
Des
pera
tely
Expe
rim
enta
lD
isci
plin
edA
ctiv
eO
rgan
ic
Enth
usia
sts
Aw
aken
ed S
piri
tN
orm
al
App
eara
nce
Pred
icta
ble
Stam
ina
Hig
h Sp
irit
ed
Moo
dBo
dies
as
Tem
ples
Perm
anen
t Pa
in
Relie
fLo
ngev
ity
New
Bod
y
Engi
neFu
ll Re
mis
sion
Avo
id F
utur
e
Scar
es
Cont
rol o
f
Life
span
Toxi
n-fr
ee L
ife
Com
peti
ng
Cate
gori
esPr
oduc
t/ S
ervi
ce A
dvan
tage
Ster
oid
nasa
l spr
ays
100%
org
anic
Ant
ihis
tam
ines
No
drow
sine
ss
Inje
ctio
nsN
on-in
vasi
ve
Fish
oil
& h
omeo
path
ic
med
icin
esKi
d fr
ien
dly
Topi
cal s
ham
poos
&
trea
tmen
ts
Mor
e co
nven
ien
t and
mor
e la
stin
g th
roug
h
inge
stio
n
Mal
e en
hanc
emen
t
supp
lem
ents
All
day
natu
ral n
ouri
shm
ent
Hig
h pr
otei
n fo
ods
&
supp
lem
ents
Easi
ly d
iges
tibl
e, lo
w-c
arb,
low
cho
lest
erol
prot
ein
Exot
ic h
ors
d'oe
uvr
esD
ecor
ativ
e, e
asily
pre
par
ed, u
nmes
sy, n
on-
offe
nsi
ve, n
on-s
poili
ng
Asi
an fo
od g
roup
sSt
omac
h co
mfo
rtin
g, a
uthe
nti
c cu
ltur
al
rem
inde
r
COM
PETI
TIO
N F
OR
WA
LLET
BEN
EFIT
S/M
ESSA
GE
OB
JECT
IVES
Tast
y di
et fo
r lea
n m
uscl
e bu
ildin
g
Chro
nic
Med
ical
Die
tsTA
RG
ET A
UD
IEN
CE G
OA
LSIn
flam
mat
ory
Dis
ease
Gas
troi
ntes
tina
l Hea
lth
Cure
s fr
om b
lood
and
hea
rt d
isor
ders
Asi
an fo
od t
radi
tion
s
SPEN
DIN
G M
OTI
VA
TIO
NS
PER
SON
A
TRA
ITS
Hig
h bu
rst p
erfo
rman
ceB
rain
dev
elop
men
tSk
in &
hai
r dev
elop
men
t
Kid
frie
ndl
y ch
olin
e &
om
ega
3 fo
r fet
al &
chi
ld b
rain
dev
elop
men
t
Prom
isin
g re
med
y fo
r can
cer,
hea
rt d
isea
se, d
iabe
tes
& a
nem
iaN
ouri
shed
pro
stat
e gl
and
for a
ll da
y lib
ido
boos
t
Ant
ioxi
dant
s fo
r rel
ievi
ng a
sthm
a, a
llerg
ies
& e
czem
a
Att
ract
ive
gast
ro-p
ub &
rest
aura
nt p
airi
ng it
ems
Ant
ioxi
dant
s fo
r can
cero
us fr
ee ra
dica
l rem
oval
100%
nat
ural
ant
i-agi
ng n
utri
tion
Key
nutr
ien
ts t
o el
imin
ate
kidn
ey s
tone
s &
relie
ve a
bdom
inal
dis
com
fort
Esse
nti
al v
itam
ins
for g
low
ing
skin
and
vol
umin
ous
hair
WA
NTS
Culin
ary
mar
k of
dis
tinc
tion
Pre-
dinn
er c
row
d pl
ease
rsCo
ntro
l ove
r &
relie
f fro
m fl
air-
ups
NEE
DS
Bod
y bu
ildin
gSe
xual
pot
ency
Ant
i-agi
ng s
kin
and
body
imm
unit
y
Wor
ry fr
ee a
ppet
izer
s fo
r Asi
an c
uisi
ne &
ban
quet
s
Target Audience Analysis for Quail Eggs
(Part II Needs Assessment)Se
xual
Po
ten
cyYo
uth
ful L
oo
ksLe
an M
usc
leB
od
y R
eno
vati
on
Wo
rld
Cla
ss K
ids
Du
tifu
l Att
end
ance
to C
hild
care
Ch
ild A
ccep
tan
ceP
rote
ctin
g Ea
rth
Mid
life
Kic
kers
Age
d t
o
Pe
rfe
ctio
nM
eat
he
ads
Bo
rn A
gain
Sup
er
Bab
y
Mo
ms
Dr.
Do
bso
ns
No
uve
au
Ric
he
Tre
e H
ugg
ers
Act
ive
Ad
ult
sFo
reve
r El
egan
tB
od
y V
ain
Bac
kslid
ers
Pro
ud
Fou
nd
atio
nal
Sno
bb
ish
Envi
ron
men
tal
New
Ro
man
ceEy
es T
urn
edM
anlin
ess
New
Bo
dy
Bab
y Ei
nst
ein
sG
uilt
-fre
e R
eari
ng
Pu
rch
ased
Lo
oks
&
Bra
ins
Qu
alit
y o
f Li
fe
Co
mp
eti
ng
Cat
ego
rie
sP
rod
uct
/ Se
rvic
e A
dva
nta
ge
Ster
oid
nas
al s
pra
ys
100%
org
anic
An
tih
ista
min
esN
o d
row
sin
ess
Inje
ctio
ns
No
n-i
nva
sive
Fish
oil
& h
om
eop
ath
ic m
edic
ines
Kid
frie
nd
ly
Top
ical
sh
amp
oo
s &
tre
atm
ents
Mo
re c
on
ven
ien
t an
d m
ore
last
ing
thro
ugh
inge
stio
n
Mal
e en
han
cem
ent
sup
ple
men
tsA
ll d
ay n
atu
ral n
ou
rish
men
t
Hig
h p
rote
in fo
od
s &
su
pp
lem
ents
Easi
ly d
iges
tib
le, l
ow
-car
b, l
ow
ch
ole
ster
ol p
rote
in
Exo
tic
ho
rs d
'oeu
vres
Dec
ora
tive
, eas
ily p
rep
ared
, un
mes
sy, n
on
-off
ensi
ve, n
on
-
spo
ilin
g
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ura
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rry
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r A
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ets
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ract
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SON
A
TRA
ITS
WA
NTS
Act
ive
Ad
ult
Lif
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le
Target Audience Analysis for Quail Eggs
(Part III Needs Assessment)
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fs
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ral r
emin
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NEE
DS
An
tio
xid
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relie
vin
g as
thm
a, a
llerg
ies
& e
czem
a
100%
nat
ura
l an
ti-a
gin
g n
utr
itio
n
Wo
rry
free
ap
pet
izer
s fo
r A
sian
cu
isin
e &
ban
qu
ets
Pro
mis
ing
rem
edy
for
can
cer,
hea
rt d
isea
se, d
iab
etes
& a
nem
ia
Key
nu
trie
nts
to
elim
inat
e ki
dn
ey s
ton
es &
rel
ieve
ab
do
min
al d
isco
mfo
rt
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nti
al v
itam
ins
for
glo
win
g sk
in a
nd
vo
lum
ino
us
hai
r
Kid
frie
nd
ly c
ho
line
& o
meg
a 3
for
feta
l & c
hild
bra
in d
evel
op
men
t
No
uri
shed
pro
stat
e gl
and
for
all d
ay li
bid
o b
oo
st
Att
ract
ive
gast
ro-p
ub
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esta
ura
nt
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rin
g it
ems
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y d
iet
for
lean
mu
scle
bu
ildin
g
An
tio
xid
ants
for
can
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us
free
rad
ical
rem
ova
l
Asi
an fo
od
tra
dit
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s
Skin
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air
dev
elo
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ent
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dy
bu
ildin
g
Sexu
al p
ote
ncy
An
ti-a
gin
g sk
in a
nd
bo
dy
imm
un
ity
Cu
res
fro
m b
loo
d a
nd
hea
rt d
iso
rder
s
Cu
linar
y m
ark
of d
isti
nct
ion
Pre-
din
ner
cro
wd
ple
aser
s
Co
ntr
ol o
ver
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elie
f fro
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air-
up
s
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urs
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rman
ce
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in d
evel
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men
t
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ltu
ral C
on
nec
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nG
ou
rmet
En
tert
ain
men
t
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MP
ETIT
ION
FO
R W
ALL
ET
NU
TRIT
ION
AL
BEN
EFIT
S/M
ESSA
GE
OB
JEC
TIV
ES
TAR
GET
AU
DIE
NC
E G
OA
LS
SPEN
DIN
G M
OTI
VA
TIO
NS
PER
SON
A
TRA
ITS
WA
NTS
Target Audience Analysis for Quail Eggs:
Encountering Customers (Part I)Le
s
Mis
erab
le
Clo
set
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un
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als
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nan
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iagn
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tal h
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rt d
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GER
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airi
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s
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cks
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its
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mu
no
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sts
KEY
INFL
UEN
CER
S
Age
det
ecti
on
s in
wri
nkl
es, h
air
chan
ge &
ailm
ents
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orn
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ent
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SON
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SSIO
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Target Audience Analysis for Quail Eggs:
Encountering Customers (Part II)M
idlif
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kers
Age
d t
o
Pe
rfec
tio
nM
eat
he
ads
Bo
rn A
gain
Sup
er
Bab
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ms
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ters
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ab C
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urc
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urm
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anic
foo
d c
hai
n v
isit
s
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nin
g h
app
y h
ou
r h
ors
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euvr
es
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nan
cy d
iagn
osi
s fo
r fe
tal h
ealt
h
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emia
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iab
etes
ch
eck-
up
s &
tre
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ents
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olid
ays
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hm
a &
alle
rgy
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cks
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reat
men
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qu
et p
rep
arat
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s fo
r u
psc
ale
rece
pti
on
eve
nts
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ma
& p
sori
asis
att
acks
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reat
men
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GET
AU
DIE
NC
E G
OA
LS
PER
SON
A
PA
SSIO
NA
TE T
OP
ICS
KEY
INFL
UEN
CER
S
Age
det
ecti
on
s in
wri
nkl
es, h
air
chan
ge &
ailm
ents
Pass
ing
by
stre
et c
orn
er c
anap
es
Ped
iatr
icia
n v
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s fo
r to
dd
ler
dev
elo
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ent
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nin
g ga
stro
pu
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airi
ng
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its
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no
logi
sts
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er &
kid
ney
sto
ne
atta
cks
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ive
Ad
ult
Lif
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le
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RES
T-B
ASE
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Target Audience Analysis for Quail Eggs:
Encountering Customers (Part III)Tr
adit
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ura
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Temporary Accommodations
Home Away from Home
Off Campus Greeks
Frat & Sorority Acceptance
Mobile Crews
Readiness
Weekend Warriors
Overtime Rewards
Samaritans & Soldiers
Appreciated
Life Transitions
Familiarity
Post-Distress
DownscalersRestored Dignity
Twilight Downscalers
Sedentary Lifestyle
New Beginnings
Ownership
Job Transients
Quickly Reestablished
Spending Motivations
Wealth Managemen
tPortfolio Alternatives
ROI Maximizers
Above Avg. Returns
Foreign Opportunists
Undervalued Assets
UpscalersAffirmation &
Rewards
Career Starters
Bragging Rights
Sunbelt Retreats
Havens
Golf Enthusiasts
Backyard Tee Time
EquestriansPolo & Riding
Swiss Family
RobinsonsFamily Time
SnowbirdsWarm
Weather
Spending Motivations
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.
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.
TWILIGHT DOWNSCALERS
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.
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.
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.
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.
LIFE TRANSITIONS TEMPORARY ACCOMMODATIONS
POST DISTRESS DOWNSCALERS
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.
OFF CAMPUS GREEKS
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.
Sedentary
Lifestyle
Persona Descriptions for Real Estate (Part I)
GOLF ENTHUSIASTS
Backyard
Tee Time
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.
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.
EQUESTRIANS
Polished
Ponies
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.
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.
SWISS FAMILY ROBINSONS
Family
Time
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.
CAREER STARTERS
Bragging Rights
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.
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.
WEALTH MANAGEMENT
ROI MAXIMIZERS
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.
SUNBELT RETREATS
Persona Descriptions for Real Estate (Part II)
Target Audience Analysis for Real Estate
(Part I Needs Assessment)SPENDING MOTIVATIONS
Post-Distress
Downscalers
Twilight
Downscalers
New
Beginnings
Job
Transients
Off Campus
Greeks
Mobile
Crews
Weekend
Warriors
Samaritans
& Soldiers
Discouraged Aging Exciting Starts AnxiousNew
Independence
Time
Pressured
Down to
BusinessCommitted
Restored DignitySedentary
LifestyleOwnership
Quickly
Reestablished
Frat & Sorority
AcceptanceReadiness
Overtime
Rewards
Respectful
Surroundings
CompetitionReal Estate Ownership
Advantage
Apartments Equity build; interest deduction
Country Club Membership Permanent & validated belonging
Extended Stay Hotels Less transition anxiety
Assisted Living Facilities Senior Independence
Campus dorms Youthful Independence
Time Shares Ownership
Hotels Permanence & home familiarity
Money Market Portfolios Real estate asset undervaluation
Approved financing for uncertain outcomes
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
Proximity to golf courses
Equestrian society lifestyle
Outdoor nature experience
Year round temperate weather
WANTS
TRAITS
PERSONA
Check ( appropriate box
Budget limited payments
Off season rental property
Prior home burden relief
Quick move
Check ( appropriate box
Future profit potential
Work readiness in familiar surroundings
Community understanding
Bridge financing
Affordable housing
Borrowing assistance
Budget planning
Campus life
Children access to familiar surroundings
Comfortable and personal homes
Communities that maximize outdoor nature
Configuration modularity for upgrade and family extensions
Short-term leasing with option to buy
Single floor located near cities & transportation hubs
Small homes
Surplus asset storage
High society acceptance
Horse stabling and ranch accommodations
Family oriented residence
First purchase handholding
Future adaptable living conditions
Twilight year comforts
Undervalued homes
Vacation home
Wealth management
Check ( appropriate box
BENEFITS & MESSAGE
OBJECTIVES
BENEFITS & MESSAGE
OBJECTIVES
Minimal emotional loss
Minimal maintenance living
Life Transitions
NEEDS
WALLET
COMPETITION
Limited restrictions
Active youth surroundings
To reestablish themselves within their means
Semi-permanent residence
Season renting in tough economies
Retirement & family accommodations
Overtime camaraderie
Temporary Accommodations
NEEDS NEEDS
WALLET
COMPETITION
WALLET
COMPETITION
BENEFITS & MESSAGE
OBJECTIVES
NEEDS
WALLET
COMPETITION
BENEFITS & MESSAGE
OBJECTIVES
Target Audience Analysis for Real Estate
(Part II Needs Assessment)SPENDING MOTIVATIONS
Golf
EnthusiastsEquestrians
Swiss Family
RobinsonsSnowbirds
Career
StartersUpscalers
ROI
Maximizers
Foreign
Opportunists
Social Elite CloseWinter Burned
OutAmbitious Indulgent Speculators Calculating
Routine Golf Polo & Riding Family TimeWarm
Weather
Bragging
Rights
Affirmation &
Rewards
Above Average
Returns
Undervalued
Assets
CompetitionReal Estate Ownership
Advantage
Apartments Equity build; interest deduction
Country Club Membership Permanent & validated belonging
Extended Stay Hotels Less transition anxiety
Time Shares Ownership
Hotels Permanence & home familiarity
Money Market Portfolios Real estate asset undervaluation
NEEDSNEEDS
WALLET
COMPETITION
BENEFITS & MESSAGE
OBJECTIVES
WALLET
COMPETITION
Approved financing for uncertain outcomes
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
Proximity to golf courses
Equestrian society lifestyle
Outdoor nature experience
Year round temperate weather
Warm weather havens
Elderly affluent lifestyle
Serenity
Dependable remote management
Luxurious homes
Depressed economy opportunities
Cash motivated sellers
Potential for high market appreciation
Developing neighborhoods
Favorable tax, currency, political & banking conditions
Foreign safe havens
WANTS
TRAITS
PERSONA
Check ( appropriate box
Budget limited payments
Check ( appropriate box
Future profit potential
Community understanding
WALLET
COMPETITION
Affordable housing
Borrowing assistance
Budget planning
Comfortable and personal homes
Communities that maximize outdoor nature
Configuration modularity for upgrade and family extensions
High society acceptance
Horse stabling and ranch accommodations
Wealth ManagementSunbelt Retreats
NEEDS
WALLET
COMPETITION
BENEFITS & MESSAGE
OBJECTIVES
Family oriented residence
First purchase handholding
Twilight year comforts
Undervalued homes
Vacation home
Wealth management
NEEDSCheck ( appropriate box
BENEFITS & MESSAGE
OBJECTIVES
Limited restrictions
To reestablish themselves within their means
Semi-permanent residence
Season renting in tough economies
Retirement & family accommodations
BENEFITS & MESSAGE
OBJECTIVES
Target Audience Analysis for Real Estate
Encountering Customers (Part I)
Post-Distress
Downscalers
Twilight
Downscalers
New
Beginnings
Job
Transients
Off Campus
Greeks
Mobile
Crews
Weekend
Warriors
Samaritans
& Soldiers
Singles Life, Child
SecurityRetirement Weddings
Local
Attractions
Sorority &
Fraternity Life
Building &
Film
Producing
Sales &
Executives
Patriotism &
Rescue Relief
Support Groups
AARP, Active
Adult
Communities
Bridal
Consultants
Relocation
Experts & HR
Depts.
Greek Societies
Construction
Cos., Film
Industry
Salesforce
Mgmt. & VIP
Promos
DoD, Red Cross,
Salvation Army
Ad Source Interest Topics
Google Display Network Water Activities
Google Display Network Career Resources and Planning
Google Display Network Beaches and Islands
Google Display Network Family and Relationships
Google Display Network Apartments & Residential Rentals
Google Display Network Investment Real Estate
Google Display Network Timeshare & Vacation Properties
Google Display Network Horses
Google Display Network Equestrian
Google Display Network Investing
Google Display Network Risk Management
Google Display Network Financial Planning & Mgmt.
Google Display Network Fraternal Orders
Google Display Network Hiking & Camping
Google Display Network Boating
Google Display Network Travel Guides
Google Display Network Film & TV Industry
Google Display Network Event Planning
Google Display Network Hotel & Accommodations
Ad Source Interest Topics
Facebook Broad Categories Traveling
Facebook Broad Categories Event Planning
Facebook Broad Categories Personal Finance
Facebook Broad Categories Real Estate
Facebook Broad Categories Expecting Parents
Facebook Broad Categories Engaged (<1 year)
Facebook Broad Categories Away from Family
Facebook Broad Categories Golf
Ad Source Interest Topics
Technorati Blog Directory Film
Technorati Blog Directory Finance
Technorati Blog Directory Real Estate
Technorati Blog Directory Golf
Technorati Blog Directory World Politics
Technorati Blog Directory Family and Relationships
Technorati Blog Directory Travel
Technorati Blog Directory Home
PERSONA
INTEREST-BASED BEHAVIORAL TARGETING
(Social Networks)
Job Relocation
Construction Contracts
INTEREST-BASED BEHAVIORAL TARGETING
(Search Engine)
Film Production Contracts
New Sales Hires
Crisis Center Development
Country Club Consideration
Horse Purchase
Life Transitions Temporary Accommodations
New Job
Brutal Weather Season
Economic Shift
Dollar Fluctuation
Shift or Exansion of Military Deployment
TARGET AUDIENCE GOALS
INTEREST-BASED BEHAVIORAL TARGETING
(News & Blog Aggregaters)
SITUATIONAL TRIGGERS
Capital Gains Tax Adjustment
Divorce
Lost Job
Ranch Relocation
Polo Club or Jumping Event Attendance
Job Promotion
Family Addition
Wedding
College Entrance
Retirement
Political Upheaval
KEY INFLUENCERS
PASSIONATE TOPICS
Target Audience Analysis for Real Estate
Encountering Customers (Part II)
Golf
EnthusiastsEquestrians
Swiss Family
RobinsonsSnowbirds
Career
StartersUpscalers
ROI
Maximizers
Foreign
Opportunists
Golf Horses Family AdventuresRelaxing in the
SunNew Homes
Society
Membership
Asset
Management
Global
Investments & Life
in the US
Golf Sites &
Magazines
Polo Clubs,
Equestrian Societies
& Ranchers
Tour Guides & Fun
in the Sun Promos
Travel
Agencies
Image Sites, Local
Development
News
Elite
Membership
Clubs
Accountants,
Brokers &
Financial Advisors
Money Markets,
Global Economic
Indices
Ad Source Interest Topics
Google Display Network Water Activities
Google Display Network Career Resources and Planning
Google Display Network Beaches and Islands
Google Display Network Family and Relationships
Google Display Network Apartments & Residential Rentals
Google Display Network Investment Real Estate
Google Display Network Timeshare & Vacation Properties
Google Display Network Horses
Google Display Network Equestrian
Google Display Network Investing
Google Display Network Risk Management
Google Display Network Financial Planning & Mgmt.
Google Display Network Fraternal Orders
Google Display Network Hiking & Camping
Google Display Network Boating
Google Display Network Travel Guides
Google Display Network Film & TV Industry
Google Display Network Event Planning
Google Display Network Hotel & Accommodations
Ad Source Interest Topics
Facebook Broad Categories Traveling
Facebook Broad Categories Event Planning
Facebook Broad Categories Personal Finance
Facebook Broad Categories Real Estate
Facebook Broad Categories Expecting Parents
Facebook Broad Categories Engaged (<1 year)
Facebook Broad Categories Away from Family
Facebook Broad Categories Golf
Ad Source Interest Topics
Technorati Blog Directory Film
Technorati Blog Directory Finance
Technorati Blog Directory Real Estate
Technorati Blog Directory Golf
Technorati Blog Directory World Politics
Technorati Blog Directory Family and Relationships
Technorati Blog Directory Travel
Technorati Blog Directory Home
PERSONA
Political Upheaval
Dollar Fluctuation
INTEREST-BASED BEHAVIORAL TARGETING
(Search Engine)
INTEREST-BASED BEHAVIORAL TARGETING
(Social Networks)
INTEREST-BASED BEHAVIORAL TARGETING
(News & Blog Aggregaters)
Polo Club or Jumping Event Attendance
Ranch Relocation
Brutal Weather Season
Economic Shift
Capital Gains Tax Adjustment
New Sales Hires
Crisis Center Development
Shift or Exansion of Military Deployment
Country Club Consideration
Horse Purchase
Wedding
Retirement
College Entrance
Construction Contracts
Film Production Contracts
Job Promotion
Family Addition
Divorce
Lost Job
Job Relocation
PASSIONATE TOPICS
KEY INFLUENCERS
SITUATIONAL TRIGGERSNew Job
Wealth ManagementSunbelt RetreatsTARGET AUDIENCE GOALS