Who is Your Ideal Customer? Bentley Practice Problem Q&A

Posted by  Business For Beginners   in  ,      2 years ago     30633 Views     30 Comments  

In a previous post, we discussed criteria that could be applied to any business to identify their ideal customer. Then, you were asked to take a look at the Bentley website and think about the group of people who would buy a Bentley automobile based on the following:

  1. Age
  2. Household Income
  3. Gender
  4. Geographic location
  5. Interests/Hobbies
  6. Attitude/Values/Lifestyle
  7. Marital Status
  8. Occupation
  9. Ethnicity
  10. Education Level

3 THINGS TO LOOK FOR ON A BUSINESS WEBSITE

While it’s not always obvious, a company’s website gives clues as to who their ideal customer is. To get you started, here are three things to look for:

1. The kind of people featured in the images. To showcase who should buy the Mulsanne car model, Bentley has profiled seven individuals on their website. See the others here.

Bentley_CEO_profile_image

These profiles help us begin to answer some of the questions:

  1. Age: Average age of approximately 40 years old
  2. Household Income: Wealthy. Approximately $1 million per year
  3. Gender: Men
  4. Geographic location: ?
  5. Interests/Hobbies: Fashion, architecture, cars
  6. Attitude/Values/Lifestyle: Successful, appreciate luxury
  7. Marital Status: ?
  8. Occupation: CEO’s, presidents, celebrities, etc.
  9. Ethnicity: All
  10. Education Level: University educated

2. The language / words used. Let’s take a look at some of the language used to describe the product on this page of the Bentley website:
Bentley_Ownership_pic_Q&A_post_markup

Text: “Uncompromising Luxury” / “Prestigious” (pink) 
Phrases such as “uncompromising luxury” and words like “prestigious” tell us a few things. This product is very expensive, and the people who buy it want and expect high-end luxury. Price is not a factor. As well, this customer wants other people to see them as prestigious. Ask yourself:

Who buys luxury items and doesn’t worry about price? People who are very wealthy.

What kind of people are that wealthy? People in high-level jobs, like CEO’s, and top management at large corporations, for example.

Who gets hired for these high-level jobs? Typically, people who are highly educated. This could apply to both men and women.

Text: “Driver’s Cars” / “Performance” (blue)

Phrases such as “driver’s cars” and words like “performance” tell us about this group’s motivation for buying this car. They appreciate high performance automobiles and are interested in racing, or speciality cars.

Who typically appreciates high-performance, racing, or speciality cars? Mostly men.

Text: “Immediately Recognizable and Desirable” / “Enviable” (green)
Phrases such as “immediately recognizable and desired” and words like “enviable” are additional clues that tell us something about the motivation for buying a Bentley.

Why is a car being immediately recognizable important to this group? While this group doesn’t want the same kind of attention as the owner of a red Lamborghini, they still want other people to notice the high level of quality and luxury. Owners want other people to know they’re part of an elite and sophisticated club. It could also be said that owners want to show this status and prestige to make others a little envious.

By paying attention to the language and words used on Bentley’s website we can refine our answers:

  1. Age: Average age of approximately 40 years old
  2. Household Income: Wealthy. Approximately $1 million per year
  3. Gender: Men and women
  4. Geographic location: ?
  5. Interests/Hobbies: Fashion, architecture, high-performance cars, specialty cars
  6. Attitude/Values/Lifestyle: Successful, appreciate luxury, value status and prestige
  7. Marital Status: ?
  8. Occupation: CEO’s, presidents, architects, celebrities, etc.
  9. Ethnicity: All
  10. Education Level: University educated

3. OTHER PROVIDED INFORMATION

A company’s website has lots of additional information that can help you identify who their target or ideal customer is. Consider the partnerships or affiliations the business has or events it sponsors. In the case of Bentley, there are three great examples of noteworthy collaborations:

  1. Harper’s Bazaar (fashion magazine): This partnership confirms that Bentley wants to be of interest to women.
  2. An art exhibition called the ‘An Unbroken Line‘: This exhibition is for those that appreciate car design.
  3. The Goodwood Festival of Speed: This event brings together “an impossibly heady mix of cars, stars and motor sport ‘royalty’ to create the largest car culture event in the world.” This confirms the desire to reach high status individuals who are interested in specialty and performance cars. This appeals to people who are really interested in luxury, speciality automobiles.

Related Post: 10 Ways To Identify Your Ideal Customer


By reviewing other web pages, we know that Bentleys are available in 60 countries across the world. In addition to this, we can say that people who buy Bentley automobiles live in urban areas.

  1. Age: Average age of approximately 40 years old
  2. Household Income: Wealthy. Approximately $1 million per year
  3. Gender: Men and women
  4. Geographic location: Urban areas within 60 different countries
  5. Interests/Hobbies: Fashion, architecture, high-performance cars, specialty cars, the arts
  6. Attitude/Values/Lifestyle: Successful, very wealthy, expect luxury and appreciate design, value status and prestige
  7. Marital Status: ?
  8. Occupation: CEO’s, presidents, architects, celebrities, etc.
  9. Ethnicity: All
  10. Education Level: University educated

To give you a complete answer, I did some extra digging and found the Bentley Magazine Global Media Pack, which provides more complete information about Bentley Magazine, which is exclusively distributed to Bentley owners. The data reflected here gives us great insight into the group of people who buy Bentley automobiles.

Bentley_Mag_target_audience_data



FINAL THOUGHTS

The tips and logic presented here can be applied to any business. By looking at the websites of your potential competitors, you can learn an incredible amount of information about who your ideal customer is or will be, ensuring all of your time, energy, and money go towards talking to the exact group of people who will care about what you have to offer. Taking the above information into consideration, here is my answer:

  1. Age: 42
  2. Household Income: $800,000 per year
  3. Gender: Men (79%) and women (21%)
  4. Geographic location: People living in urban areas within 60 different countries
  5. Interests/Hobbies: Fashion, architecture, high-performance cars, specialty cars, the arts
  6. Attitude/Values/Lifestyle: Successful, very wealthy, expect luxury and appreciate design, value status and prestige
  7. Marital Status: 81% of customers are married, 57% have children
  8. Occupation: CEO’s, presidents, architects, celebrities, etc.
  9. Ethnicity: All
  10. Education Level: University educated

Still not sure? No problem! Contact us.


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As a business and marketing coach, I help entrepreneurs gain clarity on their situation, create a plan to move forward, find new customers, and create solid marketing, social media, and content management strategies. I like to write about business and marketing basics that will help people turn their business idea into actual business.

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