Task: Create two consumer profiles for a fictional client.
You are free to choose the client and the product. List the things that you think are important to include in a consumer profile and show your research.
Depending on the client’s wishes and the product at hand, one needs to adapt the profile to include the most important points about the customers’ behaviour. My client is going to be MakeupMekka, and the product is going to be a new Mascara. For this I will create two consumer profiles.
Things to include:
- Decision making
- Likes (& Dislikes)
- Expectations to the product
- Media Consumption
The consumer profile is also linked to the future product design and marketing strategy, where the last will be based mainly on social media.
The first consumer profile is Betty the blogger. Now the first is the most important, as «they» are influencers who further encourage or discourage people to and from buying products. This is an indirect marketing approach where the influencers do the job for you. However, you need to cater to their wishes and expectations in order to get the reviews you want. In other words, only sending a package containing said product to the influencer is not tantamount to a successfull marketing strategy. Thus, we need a consumer profile of said influencer.
The second is of Sara the student. Now who would we like to influence through our influencer, or maybe more directly through ads on instagram, youtube and so on? In this case it will be female students, most likely taking student loans and maybe having a job on the side. These said students are also likely to seek out influencer content and most importantly do a lot of online shopping. Now for the finished consumer profile.
School girl: https://www.pngegg.com/en/png-wnkhf