WICKED AWESOME YOU
OCTOBER 16, 2019 | TARGET AUDIENCE PROFILE | ROUND 2
WHAT TO EXPECT
Target Audience Profile • What We Heard • What We Found • Customer Avatars • Next Steps
WICKED AWESOME YOU | TARGET AUDIENCE PROFILE ROUND 2 | OCTOBER 16, 2019
TARGET AUDIENCE PROFILE
What We Heard Based on an in-depth Target Audience Profile call with Jill, the following information was revealed and categorized into 4 Dimensions: Who, What, Pains and Gains.
TARGET AUDIENCE PROFILE: WHAT WE HEARD DIMENSION ONE: WHO ARE WE TARGETING? Demographics - Grown up women - 40+ - Gravitate toward major metropolitan areas - Have meaningful disposable income -L ive established lives - maybe starting over but not starting out Home Life - Enjoy their home and family - Marital Status - Married, Partnered and Singles Career Status - Working Women - Not necessarily CEO’s or high level executives but they have done well for themselves or their partner has. May work overtime. - Active Stay at Home Moms - May have had a career before but gave it up to raise a family
- Now that their career/life is established they can focus on their health and wellbeing
WICKED AWESOME YOU | TARGET AUDIENCE PROFILE ROUND 2 | OCTOBER 16, 2019
Health Status - Mostly healthy with some minor ailments and concerns. No major illnesses. - May know someone who is dealing with a bigger health issue Fitness Routine - Don’t work out at all - Don’t workout consistently Social Life - Mostly spend time with family and close friends - Date night with husband - A girls night once in awhile - Maybe a concert - Enjoy at home entertainment Netflix, Amazon Prime, Hulu - May get together for a drink with colleagues after work
- Used to go out a lot but not so much anymore, and they’re ok with that
TARGET AUDIENCE PROFILE: WHAT WE HEARD DIMENSION TWO: HOW MIGHT WE REACH THEM? Sources of Information - Get excited when a friend shares something that works. Gets them into action. - Don’t necessarily search out information on health and wellness - They don’t know what they don’t know Media They Consume - HBO, Showtime, Netflix, Hulu Stores They Shop In - Nordstrom, Boutiques, Target, Costco, Trader Joes, Lululemon, Athleta, Sweaty Betty Delivery Services Used - Postmates, Instacart, Stitchfix, Caviar Fitness Brands They Like - SoulCycle, Peloton, Equinox, Orange Therapy
WICKED AWESOME YOU | TARGET AUDIENCE PROFILE ROUND 2 | OCTOBER 16, 2019
Social Media Behavior
- Daily Users of Facebook, Instagram, LinkedIn Shows/movies They Watch - The Voice, Flea Bag, Bridget Jones, This is Us, Big Little Lies, Killing Eve, Game of Thrones, Marvelous Mrs. Maisel, Current binge-worthy Netflix documentaries Celebrities They Admire Our target audience doesn’t feel like they have to be up on the latest celebrity gossip. They prefer celebrities who are relatable. - Robin Roberts - Jennifer Aniston - Oprah - Jennifer Garner - Reese Witherspoon
TARGET AUDIENCE PROFILE: WHAT WE HEARD DIMENSION THREE: WHAT ARE THEIR PAINS? Current Mindset Regarding Health - “I am complacent and I am agitated that I am complacent.” - They want to make changes but may not know how to start, - They have little things they want to address - May distract and busy themselves to avoid having to take care of themselves Core Challenges - Getting motivated - Finding tools and routines that will work for them Current Challenges - Keeping it all together - being a good wife and mom - Taking care of the family and kids - Being single and trying to find a partner - Resigning to the fact that they are single and may never find a partner - Staying pretty and looking younger for themselves or to attract a mate - Finding work/life balance - Weight loss after 50 - Aging - Stress WICKED AWESOME YOU | TARGET AUDIENCE PROFILE ROUND 2 | OCTOBER 16, 2019
Specific Challenges -T oo tired, Can’t lose weight , Not sleeping well, Too much on their plate, Skin starting to age (age spots, etc.) Deeper Issue - “If I’m honest, it’s easier to stay in discomfort than actually care enough about myself to do anything about (my weight, my pain) I work full-time, I am a mother and I find it hard to find the time to workout consistently, eat a balanced diet and maintain today’s impossible beauty standards.” Current Belief
- “I’ve let myself go.” Personal Concerns - Do I have to give up drinking?, What’s right for me?, Will I ever get the body I desire? Biggest Challenge to Health and Wellbeing
- Thinking that motivation is what they need to reach their goals
TARGET AUDIENCE PROFILE: WHAT WE HEARD DIMENSION FOUR: WHAT ARE THEIR GAINS? Solutions They Are Seeking - New routines and habits built over a period of time - Small shifts - Effective tools - Setting real expectations - Attainable steps - Support to help them get right back on track What They Want - New solutions - The Why - the data, information and science behind the products and services they are considering - To see results over time
- Connection and bonding that comes from sharing information with other women
WICKED AWESOME YOU | TARGET AUDIENCE PROFILE ROUND 2 | OCTOBER 16, 2019
How They Want to Feel - Sense of accomplishment - Feel good - Alert - Present with kids and family - Exhilarated, revitalized - Bring on the world! - I can take care of myself - Invigorated - Lighter - I can do it! - Feel alive - Proud of themselves
TARGET AUDIENCE PROFILE
What We Found Based on significant online and personal research and conversations with real women, we found the following information pertains to our Target Audience Profile.
WICKED AWESOME YOU | TARGET AUDIENCE PROFILE ROUND 2 | OCTOBER 16, 2019
TARGET AUDIENCE PROFILE: WHAT WE FOUND How Does Our Audience Define Wellness? -T he quality or state of being healthy in body and mind, especially as the result of deliberate effort. What Does Our Audience Believe About Wellness? - Wellness is multi dimensional and holistic - Wellness changes over time and along a continuum -W ellness is individual, but also influenced by the environment/community - Wellness is a self-responsibility What Is Our Consumers’ Mindset Regarding Health and Wellness? MOVING AWAY FROM MOVING TOWARDS Illness Vitality Treatment Prevention Quick Fix Long Term Reactive Proactive I Have to I Want to
WICKED AWESOME YOU | TARGET AUDIENCE PROFILE ROUND 2 | OCTOBER 16, 2019
What Makes up Overall Wellness in Our Consumers’ Mind?
TARGET AUDIENCE PROFILE: WHAT WE FOUND Categories Our Target Audience Is Interested In
• Beauty + Anti-aging • Fitness + Mind-body Exercise • Healthy Eating, Nutrition, Weight Loss • Preventive, Personalized Health • Complementary + Alternative Medicine • Cosmetic Procedures, Spa
Broader Issues Affecting Our Audience
• Longer life span means a greater emphasis on “optimal living”; greater emphasis on quality of life • I ncreased leisure time—more time to research and discover products, more time to absorb knowledge, more time to enjoy life •S taying in the labor force longer—unemployment rate for our audience is lower than their younger counterparts • Faced with the challenges of aging but simultaneously seeking to redefine it • They are bucking the aging trend and redefining what it means to be 40, 50 and 60
WICKED AWESOME YOU | TARGET AUDIENCE PROFILE ROUND 2 | OCTOBER 16, 2019
A CLOSER LOOK:
Tapping Into Both Success and Fear as Key Motivators WICKED AWESOME YOU | TARGET AUDIENCE PROFILE ROUND 2 | OCTOBER 16, 2019
A CLOSER LOOK Core Concept Our Target Audience Will Resonate With “WELL-THY”
By tapping into the concept of wellness as “the new wealthy” (without getting Goop-like) we align with an already generally accepted belief in success. We appeal to their desire for success because they have already achieved it in at least one major area of their life (financial, family, etc.) Their familiarity with the concept of success will propel and motivate them to “take action” and “get results.” #1 DEFINITION OF SUCCESS: 85% GOOD HEALTH Only 33% of Americans think the key to having a successful life is having a lot of money, ranking it 20th on the list of contributors to having a successful life.
How Does Our Target Audience Define Success?
1. Good Health // 85% 2. Finding Time for the Important Things in Life // 83% 3. Having a Good Marriage/ Relationship // 81% 4. Knowing How to Spend Money Well // 81% 5. Having a Good Work/Personal Life Balance // 79% 6. Having a Job I Love // 75% 7. Making the Time to Pursue Your Passions and Interests // 69% 8. Being Physically Fit // 66% 9. Embracing New Experiences/ Changes // 65% 10. Always Trying to Learn and Do New Things // 65%
Source: The Futures Company/American Express Life Twist Study WICKED AWESOME YOU | TARGET AUDIENCE PROFILE ROUND 2 | OCTOBER 16, 2019
A CLOSER LOOK The Deeper Issue
Fear is a great motivator. We want to communicate that we understand our consumers’ deepest fears so that we may create a female-centered community built on relatability and trust. We must understand what’s really going on, under the surface - getting to their WHY. By tapping into the consumers’ deeper fears and desires, we create a sense of urgency that drives purchasing behavior.
Core Emotional Concern “I’m afraid I’ve let myself go.” Core Mindset
After taking care of everyone else, whether it be at work or home, these women are either putting themselves last on the list or have lost themselves in their careers and often have very little left to give. There are many women who aren’t living—they are just existing. Women often wear their exhaustion as a badge of honor. The more you do, the more productive you are, the more acceptable it becomes to “let yourself go.” Women find it easier to not pay attention to their health and wellness until an issue arises that they can’t ignore. The challenge for women, whether single, married, with kids or without, is that they must re-language what it means to be a Woman in today’s modern world.
WICKED AWESOME YOU | TARGET AUDIENCE PROFILE ROUND 2 | OCTOBER 16, 2019
A CLOSER LOOK - WHY DO WOMEN LET THEMSELVES GO? 1. Fear of Competition
Media and society frequently tell women we need to portray ourselves as “together” and be able to perform any task thrown our way. But when women look at the reality of how overwhelmed they feel in their own lives, they begin to feel like they are not good or worthy enough. Women often see other women who look like they are “doing it all”—and then when they compare themselves, they become overwhelmed and feel inadequate. It’s not easy to face feelings of inadequacy so women usually end up avoiding them. They tell themselves they are too tired and burdened to compete with others so they don’t believe they have the power to change anything. Then they “drop out” of the game—they give up and let themselves go.
WICKED AWESOME YOU | TARGET AUDIENCE PROFILE ROUND 2 | OCTOBER 16, 2019
A CLOSER LOOK
- WHY DO WOMEN LET THEMSELVES GO?
2. They Let Fear Take Over
Women become paralyzed in their lives and let themselves go because of an underlying fear. A fear of rejection, a fear to accept how they really feel about themselves, a fear of facing the idea that they aren’t enough, a fear of accepting how others may feel about them. They let the fear take over and let other people determine their own self worth. The internal barometer that gauges, guides and directs their life as an empowered woman is broken and needs to be fixed. Core Fear “The longer you put your health on the back burner, the tougher it will be to fix. Everyone says it, but the older you get, the harder it is to change your habits.” Core Desire To have the vision and the awareness to not allow themselves to fall into the quicksand that is complacency
WICKED AWESOME YOU | TARGET AUDIENCE PROFILE ROUND 2 | OCTOBER 16, 2019
Core Goal To strive for more than what is comfortable Core Question “I have to decide: do I want to make things happen or do I want to watch things happen? “Am I aiming too low?” Core Belief Staying in my comfort zone will not bring me the sense of fulfillment I truly need to live my best life.
TARGET AUDIENCE PROFILE
Customer Avatars After distilling down the research, we uncovered three distinct Customer Avatars that represent our Ideal Target Consumer.
WICKED AWESOME YOU | TARGET AUDIENCE PROFILE ROUND 2 | OCTOBER 16, 2019
CUSTOM AVATARS Shared Attitude “The older you get, the more your priorities differ from when you were younger. You might have a full time job, kids, dinner to prepare, activities, household chores, and so on. It becomes tough to keep up with fitness and taking the time out of my day to cook healthy meals from scratch. Mac and Cheese is easier and quicker to prepare than a full chicken dinner with sauteed veggies.”
WICKED AWESOME YOU | TARGET AUDIENCE PROFILE ROUND 2 | OCTOBER 16, 2019
AVATAR - 1 NAME Susan Jenkins A smart, successful no BS mom who is insatiably curious and finally has time in her life to focus on her health and wellness...and she’s terrified. DEMOGRAPHICS Age: 51 Status: Single with a son Location: San Francisco Occupation: Marketing Consultant for tech company Income: $150K PERSONALITY & BACKGROUND - Originally from the Midwest but gravitated to the West Coast for a better, more open minded lifestyle - Curious and detail-oriented - Fun, friendly, free-thinking - Receptive to new ideas - Easygoing, environmentally conscious, politically aware HEALTH & FITNESS - Was given a Peloton from Christmas but hasn’t really used it - Goes on an occasional weekend hike followed by simple yoga moves and stretching ATTITUDE “ If somebody paid me millions of dollars to keep my figure I would do it, but after a while I stopped caring about what others think of me. It’s not worth the stress.”
WICKED AWESOME YOU | TARGET AUDIENCE PROFILE ROUND 2 | OCTOBER 16, 2019
GOALS - Instill habits and make efforts that improve her quality of life - Find and maintain balance within herself and with all the moving parts of her life. - Enjoy acquiring knowledge and expanding her worldview—even if it means challenging her perspective. CHALLENGES - Stalled lifestyle - Not trying - Negative self-talk - Work/life balance INTERESTS - Cooking and for her friends and family when she can - Listening to podcasts on her commute - Likes wine, coffee, travel, reading - Hosting small dinner parties and kid’s birthday parties SOURCES OF INFORMATION “ My friend recommended a new skincare product. I found it online, read the reviews and made the purchase. Finding it at a good price online and seeing reviews from other consumers on how they feel about the product contributed to me making the purchase.” OBJECTIONS “ I tend to avoid risk or difficult circumstances when it comes to my health and wellness because it’s uncomfortable. I procrastinate, find other things to do, mindlessly scroll on any of my devices. All of this ultimately causes discontentment – and a lot more frustration.”
AVATAR - 2 NAME Sarah Hollister A busy stay at home mom who craves connection and a sense of community. She knows she’s let herself go and feels lost on how to get back on track. DEMOGRAPHICS Age: 46 Status: Married with kids Location: Boston Occupation: Stay at home mom raising two kids ages 6 and 8 Income: Husband is breadwinner - $350K PERSONALITY & BACKGROUND - Grew up on the East Coast. Went to law school and worked as an attorney for 3 years before getting married and having a family - Family-oriented. Close-knit friend group. - Outgoing in small groups, but tends towards introversion - Self-aware and self-reflective - Trusts in and values the opinions of others HEALTH & FITNESS Most exercise has traditionally come from chasing her kids around. Now that the kids are in school full-time she has a membership to a private health club but has a hard time maintaining a regular workout routine ATTITUDE “ I find myself slowly sinking into a routine, going through the motions, and before I know it, I’m neck deep in the quicksand, and it’s too late.”
WICKED AWESOME YOU | TARGET AUDIENCE PROFILE ROUND 2 | OCTOBER 16, 2019
GOALS - Be the best woman she can be, for herself and her family - Wants to be part of a tribe - Seeking guidance as well as a sense of belonging - Driven by the feeling of being understood, accepted and supported (even in small ways) CHALLENGES - This feeling of going nowhere fast - Has strong relationships around her “in real life” but still feels and seeks to fill “the void” INTERESTS - Planning family vacations - Engaging in and contributing to a community - Volunteering at school - Reading, horses, cooking SOURCES OF INFORMATION - Researches online and buys in-store - Purchases are influenced by media as well as friends and family - Likely to read reviews, ask for referrals and recommendations from others OBJECTIONS “ To be honest when you get older you care less about your looks. So staying in shape is mainly for health reasons. People as a whole are usually very willing to let their health go for sake of time, so they can spend it with their families and other responsibilities.”
AVATAR - 3 NAME Kim Dougherty
A single, independent, free-thinking boss babe who struggles with getting older. She has put her health on the back burner to focus on her career and is starting experiencing the effects.
GOALS - Find new ways to improve health overall and prevent the onset of illness - Has trouble sleeping and needs help with relaxation techniques - To stay young at heart and have her appearance reflect her attitude - Continuously improve her mental focus as she is easily distracted and wants to up her game
DEMOGRAPHICS Age: 43 Status: Single, no kids Location: Los Angeles Occupation: Owns her own business - Print Producer and Photo Rep Income: $120K +
CHALLENGES - Sleeping well - Tends to snack at night in bed watching Netflix - Peter Pan syndrome - doesn’t want to get old - Struggles with anxiety and wants health and wellness routines that address the whole body
PERSONALITY & BACKGROUND - Transplant from New York. Enjoys the LA lifestyle but misses the energy and street culture of Manhattan - Opinionated, independent, resourceful and self-sufficient - Values freedom and responsibility - Unconventional. Doesn’t like to play by the rules or being told what to do. A rebel heart. - Always looking, reaching, striving for the next thing - Maintains a relatively active social life but is slowing down a bit
INTERESTS - Travel - from solo road trips to overseas adventures - Dance parties in her kitchen - Checking out live music, wine tasting, theater - Keeping up on the latest restaurants and art openings
HEALTH & FITNESS Yoga 2-3 times a week, Hiking on the weekends, Occasional paddleboarding, Gets bored and needs to change it up...Belly dancing class anyone? ATTITUDE I feel pretty great about my career, my income and my social circle. I’ve worked hard for what I have. I’m single with no kids but I am ok with this and don’t feel like I need a man or children to complete me. My career, friends and my own personal development fulfill me. I’m starting to feel the effects of aging and I’m struggling with the realities of getting older. I want to contribute to a group of inspiring women whom I can learn and grow from, but also offer the wisdom of my own experiences. WICKED AWESOME YOU | TARGET AUDIENCE PROFILE ROUND 2 | OCTOBER 16, 2019
SOURCES OF INFORMATION Podcasts, social media and online magazines. Avid blog reader. Usually finds the best products and is the one to share with her friends. Always seems to have her pulse on the newest health and beauty trends, but struggles with long term routines as she gets bored and wants to try something new. OBJECTIONS Tends to be impulsive in her purchases and wants to slow down, digest information and understand the science behind the products she is choosing. Has to force herself to take the time to read labels and make better choices. Cycles through “health kicks” and “party weekends” and has difficulty with consistent health care.
NEXT STEPS
Provide initial feedback on information presented Review presentation and provide final edits by Friday, October 18, 2019.
WICKED AWESOME YOU | TARGET AUDIENCE PROFILE ROUND 2 | OCTOBER 16, 2019
THANK YOU thrivercreative.com | 615.830.0006 | lyric@thrivercreative.com
WICKED AWESOME YOU | TARGET AUDIENCE PROFILE ROUND 2 | OCTOBER 16, 2019