The Target Market Segment

Research the typical customer who visit Panorama Ski Resort outside Invermere, BC.

What are some of the characteristics of that market segment? Describe the characteristics and the corresponding segmentation strategies. Note that a segmentation strategy can be

listed more than once or have more than one associated target market characteristic.

Segmentation Strategy. Target Market Characteristic

Example: Demographic

Example: Typical income listed here

Creating the Persona

Based on your research of the target market of customers visiting Panorama Ski Resort and the information you listed in the previous activity, develop a buyer persona (a fictional representation of your customer based on real data) of that target market.

Buyer Persona Name:

Job:

Lifestyle and Background

(lifestyle, family, daily/weekly schedule)

Important Identifiers

(demeanor, values, personality)

Communication and Tech

(How does the persona communicate? media, social media, radio, email, etc.)

Product Values

(What does this person value in purchasing a ski pass?)

Common Objections

(Why wouldn't they purchase a ski pass?)

Fun Facts

(What else should we know about your persona?)