Customer profiling: Watch the videos (through blackboard) and write a short paragraph about what you would sell to that particular consumer, what you would say and how you would go about promoting the product.
1.) The Professional
Acorn Profile: Group H type 28 – Working families with mortgages
- juggles work, home and time with his children.
- travels mainly by foot and public transport
- reads broadsheets and listens to radio while travelling.
- The Times
- Financial Times
- The Guardian
- Evening Standard
- doesn’t really read magazines except Sunday supplements.
- needs to always be on top of the latest news.
- enjoys print ads.
- daily routine is very fixed, and usually revolves around the children’s schedule.
- not a lot of time for personal activities
- doesn’t really watch TV, only to relax before heading to bed.
Product/service: Golfing Pals Junior Kids Plastic Golf Set
Ad Placement: Print Ad in newspaper or Sunday Supplements
A lot of his time is either spent commuting to and from work or his free time is spent with his children, with the Golfing Pal he can enjoy an activity he likes with his children. Sometimes children toys can become expensive and burdening, with the Golfing Pal he doesn’t need to worry as it only costs ₤13.
He can enjoy a leisurely Saturday afternoon playing golf with his children.
2.) Party Girl
Acorn profile: Group E type 17 - Young educated workers, flats
- in her early twenties living in a shared flat
- enjoys music, boyfriend is a DJ
- loves luxury skincare products
- shops at Topshop and Miss Selfridge
- has unique and individual style
- confident in technology use, is a heavy user of the Internet for various purposes
- attends music festivals like Glastonbury
- very active, likes to go out with friends
- uses a lot of beauty products
- easily attracted to beauty products on advertisements.
- listens to the radio when getting ready
- party girl, goes out every weekend and takes bus home
- mostly rides bus, billboard advertisements catch her attention
Product/service: Urban Decay 24/7 Travel Set of Five Eye Pencil (₤20)
Ad Placement: Side of bus, or large billboard adverts
Since she loves going out and partying this Urban Decay product can outlast even the most outrageous nights. Their bright colours won’t fade until she stumbles home at 6 in the morning. The eye pencils come in great vibrant colours and are travel size, so she can throw them in her purse.
3.) Graduate
Acorn profile: Group E type 19 - Suburban privately renting professionals
- mid twenties, single
- lives in a rented flat
- very focused on her career
- still enjoys living a student life, going out, attending gigs
- takes public transportation to get around
- reads tube ads that relate to her
- uses the internet for various reasons, shopping, booking tickets, entertainment, etc.
- does a lot of online shopping.
- listens to radio at work
- likes to watch girly programmes like SATC
- reads a fair amount of fashion mags
- Elle
- Grazia
- Heat
- In Style
- stays in on weekdays to save money for weekends
- eats ready made food
- large phone bill due to heavy texting (£60-£150)
Product/service: Blackberry Bold
Ad Placement: Tube adverts, along escalators, large ads along tube walls
Because she loves to text, she should have a phone that is built especially for texting. It is stylish and easy to use. She can also use the internet on this phone allowing her to book tickets easily everywhere she goes. Since this phone has a special Blackberry to Blackberry free SMS feature this will save her a lot of money on her phone bill.
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