The Pillars consumer profiles

The Pillars Hotel is known for its casual atmosphere and its charming experience. With this in mind, I constructed three consumer profiles for the Pillars.

The first profile I named Patricia Pennings, and she is representative of the end user. Sixty-year-old Pennings is retired and enjoys vacationing with her husband. After working hard for 30 years as the CEO of a small company, Pennings has accumulated a nice retirement fund that her and her husband thoroughly take advantage of. They enjoy socializing with friends and taking vacations to exotic locations- near or far.

She lives lavishly and enjoys the finer things in life. Currently, her and her husband have been exploring their interest in water activities like yachting, and typically turn to their friends for recommendations on the best places. She doesn’t like when things do not work as promised and highly values a strong customer service presence, and often consults websites like TripAdvisor to find out these things.

Lastly, Pennings is not the most technologically savvy, but she does enjoy a good newspaper with her morning coffee. She checks Facebook to stay in touch with her grandchildren, but still isn’t entirely sure how to post.

The next profile is Jack Downing, a dashing single 45-year-old who is devoted to work life. He is the assistant CFO to a small company and has worked with them for 15 years. He travels for work, especially to entertain business contacts and assist in making deals. He expects a quiet area for meetings and a good area for outings to occur. He is picky, and does not skimp, but also looks for the best value for his dollar.

Downing, as most business people have to be, is very in tune with technology. He gets regular news updates to his Macbook Air, and has a phone strictly for business updates. He is an avid newspaper reader but only reads the New York Times. As a consumer he only does research online, and ensures that something is highly rated before purchasing.

Lastly, my technical buyer is Alicia Simpson, the 40-year-old Editor-in-Chief of a prestigious travel magazine. She has a very high salary, and often devotes much of it to self care. She pampers herself, but only because she works incredibly hard and does so well at her job. She went straight from her college paper to being an editor, and slowly worked her way up in the corporate structure. She now takes business trips around the world and spends most of her time in places writing for her blog and finding ideas for the magazine’s staff writers.

Simpson is a social media socialite, and she can’t be seen without her iPhone. Everything she does is “insta-worthy.” Her happy place is the beach, and her one true companion is her dog. She is meticulous when it comes to spotting errors and relies on having trust-worthy people around her. She often takes advantage of her wide range of connections in her business and hunts for new experiences through friends. She is always online researching and finding out where the next hot thing will be.

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LUSH

I heard about Lush first through a high school friend. We were walking through the mall, and I commented on a new store that had just opened, and she couldn’t believe I had never heard of it before. For her, Lush was already a staple in her beauty routine, and it quickly became one in mine. Screen Shot 2017-01-22 at 11.42.46 PM.png

Forming a Lush obsession is a slow (or fast, if you have enough money) descent down the rabbit hole. These products are popular, and they aren’t just any other beauty brand. Lush’s products are truly something to look at. I would be pretty confident in making the conjecture that most people’s obsession starts with their no. 1 marketing tool- the bath bomb

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It’s every one’s favorite thing to stare at, post, and enjoy. It’s simple, all you have to do is run warm bath water and drop the bath bomb in. Depending on which one you have selected, your bath water will change colors. Glitter, hidden messages and even flowers can sometimes be hiding in the bath bombs. The most incredible part, however, is how effective they are at marketing the brand.

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The bath bombs are so pretty that it is irresistible to post them coming to life on your Instagram, twitter, Facebook, or whatever social media you use. Instantly, all of your followers have now been exposed to the world of bath bombs, and more importantly Lush. You just paid the company any where from $6-8, and it got you to advertise it’s product.

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The bath bombs aren’t the only pretty thing Lush has, though. It’s entire line of “fresh, handmade cosmetics,” is picture-worthy. It’s Instagram, Facebook, twitter, and Tumblr are filled with bright colors and real people using it’s products. When looking at it’s online presence it is easy to get sucked in, and each of the platforms interacts with the others.

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Not only that, but Lush has different social media platforms for all of the countries it services, and it’s flagship store even has it’s own accounts as well. While researching for this blog post, every single thing I searched came up with numerous results, all spanning the globe. Each country’s feed is unique while still carrying all of the brand’s key charms.

Additionally, they have accounts for different areas of it’s business, such as “Lush Kitchen,” where you can find videos on how it makes it’s products in house. All of their accounts span most social media platforms and are optimized to fit each one while still maintaining continuity in what they post.

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Lush uses print ads such as billboards, and their packaging also serves as a reminder of the company’s values, namely safe and humane products that fight against animal cruelty. The company is very environmentally focused and that is a recognizable part of it’s brand, as is it’s activism.

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When you visit it’s website you can sign up for “My LUSH” which will store your cart if you don’t complete a purchase, allow you the option to build a wishlist, and opt you in for emails. With reminders that your cart is full, to updates on new seasonal items and promotions, this aspect is just a further extension of the brand.

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You can find out more about Lush at http://www.lushusa.com/

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A short introduction

Hi everyone, if you’re just landing here, my name is Courtney Moberley! I am a second year student at the University of Florida and I am hoping to graduate this summer with a degree in public relations. You can find out more about me and my interests by clicking here.

I am really excited to be partaking in a graduate level course this semester, introduction to multimedia communication. As someone who has worked for a company on their social media, I find learning more information about the online realm to be incredibly interesting. The science and numbers behind how and why people interact online are really fascinating, and I cannot wait to continue to learn more through this course.

If you ever need to contact me feel free to comment directly on this post, or you can shoot me an email at cmoberley@ufl.edu

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This is a picture of me celebrating in New Orleans after the Gators beat LSU!