Target Book and Persona
Tony Fahmy
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Posted Dec 31, 2023
Building a data-driven and evocative target book and consumer persona that doesn't feel like it was pulled out of thin air by an out-of-touch marketing team.
The Audience
Professional Chefs
The Task
Create an audience book for a venerated German knife maker that has been losing the spotlight to Japanese knife brands, including a fully fleshed-out persona, a research-backed strategic approach, and appropriate tactical recommendations.
First: Define what makes Wusthof stand out from its competitors
Our Summation
Social Listening Results
Next: Sculpt a data-driven persona (named Jack Novarro) and present it as a narrated “Day in the Life,” complete with a gif wall, background tunes, and accompanying one-sheet
The Gif Wall
The Script for our live presentation
A one-sheet summary of the persona
Finally, end with a set of recommendations and a call to action
My Contributions
Played a key role in background research for chef’s attitudes towards Wüsthof, as well as used my own experience working in kitchens to identify a sub-audience for chefs that felt real and authentic.
Spearheaded the creation of the audience persona, a process that essentially consisted of our group holing up in a work room for three hours and using our data points to derive personality traits, habits, and values, all to a soundtrack of punk and surf rock.
Directed the general design of the final book, and narrated the “day in the life” persona section with “War Pigs” by Black Sabbath playing