Chardonnays’ Buyer Persona Example
Hey there! As you already guess from the title this blog post is dedicated to one of the unique type of customers: Chardonnay Girls. To start our interesting journey about them, I suggest you take a look at Chardonnay’s main features and insights.․
Chardonnays are “yes” oriented people. They are positive, very optimistic and out-going, but sometimes their positivity may seem a bit naive. In terms of people and friends surrounding them, they also belong to the same type. It’s essential for them to make those moments with friends special and unforgettable. From the career side, it takes a secondary place in their life, as well as the family. They are always open for new events and suggestions.
Personality & Emotions
The Chardonnay community consists of people aged 18-32, who have a positive outlook on life. They always try to enjoy their life and be involved in trendy activities. Chardonnays are the most attractive people for opposite sex, as they always take care of their look, use all new features related to their outfit. Besides outlook, these people try to be beautiful from the inside
As I mentioned Chardonnays are trendy people, but this isn’t it, they are giving and making trends, especially in beauty and fashion spheres. If you are a businessman or a marketing specialist in a beginner brand, you just have to target Chardonnays to achieve higher levels.
They are also developed from a global point of view. They are interested in the outer world, other cultures and traditions. Consequently, they have many friends from other countries, which also makes their life more colorful.
Education and Career
So we found out that Chardonnays are young and positive people. But what about their place of residence? They live in big cities, such as Moscow, New York, Milan, Sydney etc. They just find the urban bustle romantic and attractive. Dormitory areas are just for weekends not more.
Some of them have already finished school, are working with above-average employment and are paid well. They are generally easy to communicate with, have good relationships with people, colleagues, love their job, enjoy their work day. They love the workplace where they have a certain impact on colleagues and clients and where their individuality can be emphasized and shine bright.
Chardonnays want to reach the peak of their careers, but to the surprise of all of us, they are not ready to make big sacrifices for that, for example, not to have fun or rest on Saturday or Sunday. A small number of them say that they work only for money. They want to gain influence in their workplace, so they can highlight their charisma and intelligence.
Shopping Attitude
As mentioned above, it is very beneficial to target these customers, because if they like this or that brand, for instance a newly opened restaurant, they will share your brand pictures on social networks, they will become real promoters for your brand, bringing with them a big group of other types of customers.
To win the heart of Chardonnays, to build a loyal customer for your brand you have to work hard. You need to actively advertise your products on online platforms, but at the same time be presentable, at least with your retail store or office, as Chardonnay people will not shop from unknown, unreliable sources.
Shopping is mostly done offline, because they like to shop, it is a very pleasant activity for them, but they make decisions online or on the advice of good friends, at the same time following all the trends. You just have to keep your brand trendy so you can stay afloat.
Chardonnays are mainly attracted by Lover, Explorer, Caregiver, Creator, Magician archetype brands, Jester, Sage, Everyman, Ruler, Outlaw aren’t so interesting for them.
If you are not aware of brand archetypes, you can read more HERE.
Here are some examples of brands that they prefer. They are considered as loyal buyers of those brands:
Activia; Chanel; Lacoste; Mini Cooper; Nutella; ZARA Home;
Why do Chardonnays like and use the above mentioned brands? Because they are mainly The Lover archetype or Caregiver archetype brands. With their messaging and promises they fully satisfy Chardonnays’ motivations and expectations. They are like the two sides of one medal.
Let me bring you a little description of LACOSTE brand personality so that you can better understand what it’s about.
First of all, I want to present Lacoste’s promise and campaign. “Life is a beautiful sport”, a fantastic promise that describes all the features of the brand at once and beautifully represents the identity of the Lacoste brand. The key word in this slogan, which brings us to the idea of The Lover archetype, is the word “beautiful”. Lacoste always stays true to its brand promise, wrapping the idea of beauty, sport, and, of course, Love in every communication strategy and brand.
The best proof of what I said above is the Lacoste – Timeless elegance campaign with its own video, it’s worth seeing․
Examples of Chardonnay brand personality: DAVID Beckham, Kylie Jenner, Jessica Alba
You can find complete information about the Chardonnay in the electronic version of the creative workbook “16 Personalities” developed by The Social Grabber team, the link to which is placed below. In this book you will find how to attract Chardonnays. What are the characteristics of their consumer behavior? How to use these insights to engage them in your advertising campaigns? Let me tell you that the book “16 Personalities” describes the detailed revelations of all the secrets that will significantly change the previous ideas of every businessman, marketer or startup about buyer persona.
