Audience Persona Profile

BuildingBy Cara Sirabella

(http://www.slideshare.net/carasirabella)

Starbucks- The Big City Business Man

Business Man BenBackground:O Grew up with a strong father figure who motivates him to succeed O Holds an important position at a large corporationO Has worked for his company for several years now and many people rely on himO If a better job opportunity were to arise, he would consider leaving his current

positionO Married with 3 children (3, 5, 7)Demographics:O MaleO Age 30-40O Wife is a stay at home motherO Lives in a big city, but hopes to be able to move to the suburbsO Income: $400,000 - $500,000Identifiers:O Often in a rush and feels he does not spend enough time with his childrenO Goes into work early and often leaves lateO Travels often for his jobO Wants the best for his family

Business Man BenGoals:O Continue to support his family financially and seek job opportunities

that will benefit themO Work hard and be recognized by his boss for his successO Spend more time with his familyChallenges:O Working long hours and traveling makes it difficult to spend enough

time with his familyO Often questions if what he is doing is what is best for his familyO Is devoted to his work, but wonders if another career path would make

him happier or less stressedHow We Help:O We are there every morning to provide quality coffee, tea, and foodO We are located globally and can be comforting when he is travelingO Caffeine helps in the morning before work and after work before

coming home to his kids and wife

Business Man BenReal Quotes:O “I’m too exhausted after work to spend quality time

with my family.”O “I wish I didn’t have to travel so much. I feel like I am

out of town every other week.”O “I wonder if I would be happier working somewhere I

loved in a field I felt passionate about, but I know I am supporting my family.”

Common Objections:O Waiting in line for coffee will make me late for an

important meetings or phone callO It’s an extra expense that I could make myself for less

money

Business Man BenMarketing Messaging:Starbucks is always there for a pick me up before a long day and after one regardless of where you are in the world.

Elevator Pitch:Starbucks serves coffee, tea, and food that every business man needs on their way to work or on the way home. Our premium coffee wakes you up before that big presentation in the morning and allows you to stay up and play with the kids at night. Starbucks is there when you need it, even if you are thousands of miles from home.

Business Man BenExample of Social Media Messaging:Business Man Ben is most likely to use LinkedIn or Facebook. It would be smart for Starbucks to place ads on these platforms.

The ad could read:“Tired before the day even starts? Starbucks has got you covered.”

The ad could even possibly come with a coupon and have a link that allows you to look up the nearest Starbuck’s location.

The following slides show examples of ads to be placed on LinkedIn and Facebook.

LINKEDIN

FACEBOOK