1. Considerations for Target Market Profiles

2. Purpose
The purpose of the target market profile is to provide your marketer with a tangible introduction of to whom marketing efforts should be directed

3. Purpose
This description is also useful in helping advertising facilitators make better decisions about how to reach this group
Marketing communications decisions
Media delivery decisions
Creative execution decisions

4. The First Step… Understand Who the Consumer Is Who’s buying my brand?
What are the customers like? (lifestyle, opinions, day-in-the-life, etc.)
Why do they buy the product?
Needs? Motivations?

5. Criteria for a Target Market Profiles
Descriptive in terms of
Demographic criteria
Psychographic criteria (recall VALs)
Attitudes and opinions
About the world at large
Life
Product categories and/or brands

6. Telling the Story
The target market profile should attempt to introduce the marketer to this group
From a secondary & primary research perspective
But should also personalize the introduction as necessary
Through visual images (pictures, collages, etc.)