audience persona-starbucks
TRANSCRIPT
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Buyer PersonaRene Ciarmataro1
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StarbucksBuyer Persona Overview
October, 2015
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Stressed-Out-SamiBACKGROUND:• University Student• Mid-class income family; has above-
average GPA • Social media savy, go-getter
DEMOGRAPHICS:• Skews Female• 18-30 years old• HH Income 30,000-50,000• Urban
IDENTIFIERS:• Has major workload• Spends significant time at the library
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Stressed-Out-SamiGOALS:• Maintain grades/GPA/graduate• Become productive adult
CHALLENGES:• Managing time• Dealing with massive workload
HOW WE HELP:• Make it easy to stay awake and
focused• Keep you concentrated and productive
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Stressed-Out-SamiREAL QUOTES:• “I can’t find time to manage my
class load, work load, and outside extracurricular activities”
• “I want to do so much with so little time”
• “I find it difficult to stay awake”COMMON OBJECTIONS:• I fear getting addicted to
caffeine.• I don’t make enough money to
afford high prices for coffee. SOCIAL MESSAGING• Love my #Starbucks early in the
morning (Twitter)• Pictures of drinks/pastries on
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Stressed-Out-SamiMARKETING MESSAGING:• Quality. Fast Coffee for the
Busy Student
ELEVATOR PITCH:• We’ll brew before your
breakfast and keep you moving throughout your busy day.