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

l

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

Outcome

IRL Composites

Markets

Clear Target