Sample Visitor Market Profile
Note: This is a start on an in-depth profile. Normally, the next step would be to flesh it out in group discussion, adding characteristics. Every business will have several of these. This particular profile was drawn up for a musical instrument business. The profile for your organization would be different, but have the same kind of detail and depth.
Remember to check out the following, as well.
Ron played the Sousaphone in high school band. He hasn't played since high school, but music is an important part of his life. He likes classical music at home and in the office, but listens to light rock or country in the car.
Sue has never played a musical instrument. It's one of the few things she wishes her parents had done differently with her. She says this, even though she knows that she's the one who chose not to participate in school music programs in high school and college. She loves music though. She discovered Vividly in a music appreciation class in college and has loved classical music ever since.
Kristin got started in the music program in high school because she had a crush on the teacher. Then she discovered that she liked the music. Crushes have come and gone. The music remains in her life even though she isn't playing now.
When Kristin was in orchestra and band, Sue found some material that told her how music helps make people smarter. Armed with that, she and Ron decided that all their kids would have some musical instruction.
Taylor wasn't interested in playing in the band, so he fulfilled his obligation by taking a year of piano. That was several years ago.
Brandon is different. He thinks Taylor is a jerk, but he adores his big sister and so he pushed for playing in the school band. Trumpet is his weapon of choice.
Sue and Ron are a bit lost in all of this. They want to make good decisions for their kids, but neither really has the knowledge base. They trust the advice of the band director, but only up to a point. As Ron says, "I can't help but wonder if he wants Taylor to play trombone because he needs more trombones."
They try to read articles that will help them, but they haven't found many. So they talk to other parents they know and they call Kristin -- their resident expert on school music programs.
Remember to check out the following, as well.
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Copyright 2002 by Wally Bock
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