November 15, 2016

Pen Portrait Me

What is a Pen Portrait?
Marketers use Pen Portraits to define their target audience, also known as Personas. They're profiles on the possible market they're targeting. They are in-detail profiles focusing on a specific person, their goals, desires and beliefs.

Why do we use them?
In order for a brand to work it needs to define it's audience accurately. Pen Portraits tap into more than the demographics, such as age and gender, but also the psychographics. In marketing Pen Portraits can be used alongside market segmentation where the 'personas' are used to define a specific market. They're also a more visual way of representing your audience. You can start to visualise a group of people and almost create these stories about them which can be remembered easier. This process also puts a face on your radar, rather that just the idea of groups of people, hence makes you empathise more.

When creating Pen Portraits there are certain questions you have to ask 'the consumer':

What are they called?
Who do they think they are?
Who are they really?
Who do they want to be?
Who do they like?
Who don't they like?
Who is their peer group?
Who do they identify with?
What are their beliefs?
Where do they live?
Where do they work?
Where do they learn?
Where do they want to be?
What are their needs?
How old are they?
How youthful do they act?
How conservative are they?
What are their driving ambitions?
What are their wants and needs?
What are their pleasures?
What are their pains?
What do they love?
What do they hate?

I've also done a Pen Portrait of myself and it was a really fun exercise. It was definitely strange to think about my deepest desires. It really makes you analyse yourself as a person and start to understand how marketing works.

Thanks for reading, Dom x


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