What is a customer profile?

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A detailed description of a person who solves their problems and satisfies their needs with the help of your product is called a customer profile in marketing. Unlike the target audience, the profile provides more precise information about one segment of it.

What is a customer profile?

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How do these concepts differ?

The target audience is a group of potential us companies board of directors email list customers who are interested in your product. For example, these could be women aged 25 to 30 who are planning to buy an apartment for their family. Or men aged 30 to 35 who are striving for independent living and creating their own home.

A client profile is a detailed description of a representative of the target audience. Example: Anna, 25, married, has a child. She earns 40,000 rubles a month and works as a copywriter from home. She lives in the same apartment with her husband and his parents. Frequent conflicts with her mother-in-law make it difficult for Anna to meet deadlines and meet deadlines. Anna dreams of an apartment to gain independence, create a cozy environment for her child and a work area for herself. She also wants to maintain good relations with her husband and his family.

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Why create a customer profile
A customer profile, also known as a user profile, avatar, or buyer persona, is a generalized portrait of the target audience. This image describes the typical consumer of a product or service.

What is the benefit of creating a potential client profile?

Attracting New Customers : Having a clear picture of what your potential customer looks like will help you attract new ones more effectively.

Understanding audience interest . By comparing each new client with the profile you've created, you'll be able to more accurately assess how interested they might be in your offer.

Improving the efficiency of a commercial offer . Accurate knowledge of buyers' interests helps create personalized offers. For example, a travel agency can offer one client inexpensive tours to the sea, and another - extreme trips to deserted places.

Simplifying the selection of promotion channels and marketing tools . You will know exactly where to look for clients and what will interest them.

Accurate audience segmentation . You won't have to create universal offers that "fit everyone."

To determine the "face" of a potential client, a character is developed that has a name, age and external data. There is more than one such portrait, and there can be 2-3 or more. This is due to the heterogeneity of the target audience.

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What does a client portrait consist of?
Experts highlight several layers of information that must be included in the description:

Demographic profile
This includes the gender, age, nationality, religious beliefs and marital status of the client. For example, if the business is related to baby care products, children's clothing or hygiene, then the target audience is parents or those who have children around them, for example, nephews. People who do not have children or relatives for whom such products are not relevant will most likely not show interest in these products.

The demographic profile of a typical client might look like this:

Irina, 25 years old, married, two children.

Location and climate features
Include the place of residence, climate and cultural characteristics of the target audience. For example, if a store sells children's clothing in Chelyabinsk, it is important to consider not only the range, but also the advertising features for this region. Winter in Chelyabinsk is long and cold, so parents are looking for warm winter overalls for children.

They often research online, consult experts, and carefully examine characteristics such as membrane density, water resistance, and breathability. These qualities should be emphasized in advertising materials to ensure that the clothing meets the needs of local consumers.