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)

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Encountering Customers (Part I)

Target Audience Analysis for Custom Tailor Market:

Encountering Customers (Part II)Sa

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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

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life

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Mid

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lar

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urb

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s fo

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mile

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den

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ract

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the

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g Y

ou

r B

est

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SON

A

TRA

ITS

WA

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Target Audience Analysis for Cosmetic Dentistry

(Part II Needs Assessment)TA

RG

ET A

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CE

GO

ALS

SPEN

DIN

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ls

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mile

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Cel

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te N

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tart

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me

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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

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olis

tics

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life

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ran

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atte

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PER

SON

A

PA

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NA

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KEY

INFL

UEN

CER

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TAR

GET

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NC

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OA

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Exp

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ma

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ract

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the

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t

INTE

RES

T-B

ASE

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VIO

RA

L TA

RG

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G (

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al N

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ork

s)

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RES

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RA

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RG

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G (

Sear

ch E

ngi

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Feel

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est

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ON

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GER

S

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RES

T-B

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EHA

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RA

L TA

RG

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G (

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s &

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g A

ggre

gate

rs)

Target Audience Analysis for Cosmetic Dentistry:

Encountering Customers (Part II)C

are

er

Clim

be

rsC

har

ism

atic

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isin

g St

ars

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e C

on

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w B

egi

nn

ings

Fore

ver

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me

mb

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ader

ship

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form

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spit

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din

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olly

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spit

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ites

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dal

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rest

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tere

st T

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TAR

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DIE

NC

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LS

PER

SON

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PA

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OP

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KEY

INFL

UEN

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Exp

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Maj

or

Life

Tra

nsi

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ns

(dat

ing

afte

r re

lati

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al b

reak

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or

spo

usa

l dea

th, w

edd

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, car

eer

chan

ges,

co

llege

en

tran

ce, m

idlif

e

syn

dro

mes

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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

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al a

rriv

als,

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eer

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res,

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ebra

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g H

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uty

Mile

sto

nes

(fo

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ing

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ght

loss

, to

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enti

on

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nkl

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mo

val,

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thfu

l au

gmen

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on

s/re

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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)

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emb

erin

g th

e B

est

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RES

T-B

ASE

D B

EHA

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RA

L TA

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ETIN

G (

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ch E

ngi

ne)

INTE

RES

T-B

ASE

D B

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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

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ts

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orm

ance

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trac

tion

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e

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nera

tion

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ural

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set

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ogg

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ebo

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pef

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isti

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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

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eno

vati

on

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ids

Du

tifu

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hild

care

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tan

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d t

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ms

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Do

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Act

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Mo

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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