Creating a customer profile for the product is an important part of the marketing planning framework. Analysing the customer context to establish customer profiles is key to develop targeted marketing communications that will reach the targeted audience and successfully sell the product or service.
This info-graphic shows what factors a customer profile can be based on. Keep in mind that one product may have several target audiences, therefore several customer profiles.
Image Source: Created by Sarah B.
Putting this all together a customer profile can be created. I have created one below as an example of how it can look when put together.
This is my example of a single customer profile created for the Amazon Echo Dot device.
Profile:
· Male
· 50-65 years old
· Originally working class
· Living in Suburban and urban areas
· Empty Nest stage (meaning children have flown and spending is focused more on leisure, financial services, products, hobbies and medical expenditures).
Behavioural:
· Looking for comfort, status and performance
· Heavy and regular usage
· Self-purchased for self-usage
· Brand switching
· High involvement purchase
Psychographics
· Family friendly
· Sophisticates
· Medium-high income
· Value convenience
· Interested in technological advancements
This customer profile can be used to create an advertisement or campaign for the Amazon Echo Dot that will lead to successful sales of the product.
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