Case Study
Made by Makr
How can a hospitality company have the confidence it needs to know it’s identified a real target audience before launch?
Agency: FINE DESIGN
Seeking culinarily-centered, destination-driven foodies.
Solution
Craft reality-based composites of real people from the markets Makr will operate in, and look for clues on how Makr can sharpen its appeal to them.
My Role
Audience Analyst
Copywriter
Copywriting Snapshot
IRL Composites
I’m not a fan of personas. Instead, I prefer to use real reviews from real people to create what I call IRL Composites.
Seattle WA Site
Healdsburg CA Site
Marketing Archetype
Once I have enough composites, I roll them all up into an uber-composite I call an archtetype and, voila, there’s our target audience.
Final Brand Book Version
IRL Composites
IRL Archetype
