STARBUCKSBuyer Persona

OverviewFebruary, 2015

By Kevin J. Nguyen

TOM THE HIPSTER

BACKGROUND:• Art Director at the local art museum• Worked at the same museum for 2 years before

being promoted from Art Curator• Highly accredited freelancer in photography/film as a

side job• Currently in a committed relationship • Hobbies include being a foodie and yoga• Graduated at a university with a degree in Art and

Art History

DEMOGRAPHICS:• Male• Age 28-35• Income: $58,000• Urban

IDENTIFIERS:• Cool natured• Easy going • Constructive critic• Art enthusiast

TOM THE HIPSTER

GOALS:• Support upcoming entrepreneurs and

artists • Continue to build a strong art community• Remain loyal to rags-to-riches companies

CHALLENGES:• Finding worthy and passionate

companies/artists to invest in• Locating appropriate outlets for art

expression in the community

HOW WE HELP:• Provide a space for artists to do work

and have meetings• Hold local artist spotlight events at

Starbucks• Display and advertise local art

community’s work at stores

REAL QUOTES:• “It’s really hard to create a

community of artists because of the lack of exposure we get.”

• “I wish our local business could compete against the larger companies around the area.”

• “I find it tough to showcase my art when there’s no space for it in this busy city.”

COMMON OBJECTIONS:• I don’t want to abandon my current

go-to local coffee shop. • I’m not sure your company can bring

more local artists together.

TOM THE HIPSTER

MARKETING MESSAGING:• Local Community Building Activist

ELEVATOR PITCH:• We provide a stage for the local

community to grow and express their needs in conjunction with fellow businesses in the area.

TOM THE HIPSTER

PREFERRED SOCIAL NETWORKS• Twitter• Instagram

SOCIAL MEDIA MESSAGING:• Twitter: “#Starbucks is the place for you

to express your art! Come in and talk to us about how we can build a local community together. #GrowLocal”

• Instagram: “Throwback to when our little ol’ coffee shop first opened in 1971! We sure have grown since then, but we will always welcome our fellow local artists to come in, grab a cup of coffee, and make awesome stuff together! Contact your nearest local #Starbucks about how you or your business can be a part of this growing community. #GrowLocal #TBT #LatteSoGood”

TOM THE HIPSTER