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Fiona Diamonds Brand 360
Fiona Diamonds - Brand 360
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Word Library, Brand Voice, Tone & Keywords
[INCOMPLETE] Learning about the voice of the customer
COPYWRITER BRIEFING INPUTS
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COPYWRITER BRIEFING INPUTS

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AUDIENCE & TARGET CUSTOMERS

Audience Profiling
Property
Value
1
Possible personas or segments in your audience What are their values, desires, goals, interests, and lifestyle choices. If they are introverted/extroverted/adventurous/party lovers/indoor people. Ex: Customized cars can be used by a family man, a guitarist, a national geographic journalist
Define your customer persona (what does his/her day look like)
unorganised money class
shop when they’re bored, retail therapy

2. CFOs/high-office/organized

Demographics
35+ age
Above 50Lakhs
Psychographics attributes & interests
socialites, shopaholics, like luxury items, cars, travel, pets, fine dining, all pleasures in life

Negative personas
People not open to new things/new brands

Purchase Triggers/ Seasons/ Stages of Life
retail therapy, when bored, or occasions, wedding/diwali/valentines/anniversaries/job promotion/baby shower
2
List Top 3-5 online or offline events/expos/trade shows/conferences that your target audience maybe interested in (share links)
high-footfall at wedding exhibitions, curated guest list with high profile person leads to sales, pop-up shows & tie-ups
3
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4
List online forums (eg. reddit/quora) or facebook groups where your target audience is active (share links)
Quora, wedding portals, Pinterest for eg: wedmegood
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6
List Youtube channels that your target audience follows? (share links)
Luxury-related channels, VOGUE, Harper’s Bazaar etc
7
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8
List blogs that your target audience reads? (share links)
Luxury mags: GRAZIA, VOGUE, etc
9
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10
What special lingo does your target market speak. Mention any special keywords, idioms or phrases or speak or matters in your industry.

Any technical terms/ keywords consumers might relate to or use when speaking about your industry/product/services
Delux & Super Delux in diamonds, “Real hai kya?” , buyback/return, karat, carat, CVD, HPHT
11
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