Brand Persona: TaylorMade

Who is the target audience?

Tyler:

Tyler is a 28 year old male working out of Jupiter, Florida. He was born and raised here and has never thought of moving away from the sunshine state, although he travels frequently to work. Tyler works in advertising and marketing where he makes good money as the youngest vice president in the companies history. When not working, Tyler spends his time at the country club talking with his friends and working on his game. For Tyler, golf is not only a game of leisure, but a tool for business and relationships.

Status is important to Tyler. He always wants to be the best and have the newest thing. He plays TaylorMade because he wants to show prestige. TaylorMade offers top of the line performance and technology in their clubs, as well as a style that will impress on the eye. He watches golf on a daily basis and keeps up with the pros. It is important that he is always up to date with the new technology and that he impresses his friends on the course. If you saw him on the course he would be playing the TaylorMade Stealth Driver and P790 Irons all custom fitted.

Tyler loves TaylorMade and the technology and is brand loyal because he wants to leave an impression on people. When he shows up to the course he wants people to take him seriously and know that he is up to date with new technology. Tyler will buy multiple times a year from this brand because TaylorMade will continue to sell him merchandise throughout the golfing season. Tyler buys everything from TP5 balls on a weekly basis, to new clubs that he may only buy once every few years. This is TaylorMades target audience and the people they want to be selling to.