The audience/buyer persona for Starbucks

1. Starbucks
Buyer Persona Overview
October 2015

2. Carol Coffee-Drinker
• Background:
• Executive in communications field
• Head of team of account associates
• Has a Master’s Degree
• Married with 1 child (5, in school)
• Demographics:
• Female and male, female skewed
• Ages 25-40 (50% of Starbucks customers)
• Avg HH income: $100,000
• Urbanites
• Identifiers:
• Buzzwords: professional, client, account
• Responds best to emails
• Keeps working at home after leaving office

3. Carol Coffee-Drinker
• Goals:
• Gain and maintain client relationships
• Support associates on team and family
(balancing them)
• Challenges:
• Finishing every task for every client
during the work day
• Keeping up the energy for work and
home life
• How we help:
• Giving a caffeine boost when it’s most
needed
• Providing a calming, familiar and
consistent atmosphere in a hectic day

4. Carol Coffee-Drinker
• Real Quotes:
• “I’ve been so busy lately at work
and home, I don’t have any time
for myself.”
• “I don’t have time to wait in line
for $5 coffee for 20 minutes.”
• “I need something that keeps
me alert from the time I wake up
until the time I go to bed.”
• Common Objections:
• I don’t have the time to wait very
long every morning.
• I could save some money by
brewing at home.

5. Carol Coffee-Drinker
• Marketing Messaging:
• Take some “me” time while
you prep for your day with
your coffee.
• Elevator Pitch
• Starbucks is more than
coffee. It’s a friendly
barista. It’s soothing music.
We give you a chance to
relax while we personally
hand-craft the drink that will
keep you at your best and
brightest all day long.

6. Carol Coffee-Drinker
• Social Media Messaging:
• Tweet: My usual @Starbucks
elixir of life got a sweet touch
today! #Invincible (this includes
the picture to the top left)
• Facebook: Walked in the house
today, set my coffee down, came
back a few minutes later and
found a lego boat swimming in
my Starbucks! The joys of having
a 5 year old.
• Instagram: Picture to the bottom
right + “Getting stuff DONE.”