Deleted account Tue 12 Aug 2014 9:34PM
Professional - Steve is a professional freelance photographer who works on a range of jobs around Wellington. Steve has been working in the industry for 15 years and is well respected. Rather than his main competition being other professional photographers, Steve is actually struggling to find clients that understand the value of his work.
Many believe that they could take the photos and edit them themselves. Steve needs to show that he has a point of difference by creating high quality, professional images. To do this Steve needs the latest gear and technology to keep up with the rapidly changing industry. Steve is more accustomed to more traditional methods and techniques. He would appreciate for WPS to be able to have an in-depth discussion with him about whether certain new products are worth investing in, or whether they will be useless in a years time.
Deleted account Tue 12 Aug 2014 9:36PM
Shared values
Help me
Show me
Inspire me
Mentor me
Respect me
Connect me
Value me
Deleted account · Thu 7 Aug 2014 10:54AM
Brand Audience Profile:
Amateur: Compact Digital Camera
Description:
Basic or no understanding of cameras or technology in general
Look for simplicity and functionality rather than more complex and different options
Not looking to invest a lot in the camera itself or extra equipment such as lenses (want good value).
Point and shoot style of photography.
Usually have a purpose to buy eg an specific event (wedding, sports, travel)
Not a regular user of a camera
Why is this called ‘Compact Digital Camera’?
Ease of use
Practical
Reliable
Simple
Low level of expertise required
Transformational needs:
Direct me
Help me
Show me
Preferred interaction:
Looking for help: No previous experience and need help from the assistant to show them what would suit you best.
Need to be shown how to use any products and what the parts that it come with them are.
In and out: Minimal photography experience but don’t want to take the time to find out more than they need to know.
Ideas they would benefit from:
Getting started guide they can take away
Quick start guide
Display area of digital cameras and their different features eg waterproof or “I’m good for weddings”
Hobbyist: Diana F+ (Lomography)
Describe user:
Moderate understanding of photography
Does it for fun
Experimental/adventurous
Open to learning
Do it in their spare time
Not afraid to make mistakes
Self taught
Why is this called Diana F+?
Film camera which isn’t professional quality but produces results that are serendipitous
Encourages experimentation (eg multiple experimentation)
Existing community around these type of cameras which a hobbyist is keen to participate in
Hip
Transformational needs:
Connect me (to other hobbyists)
Inspire me
Show me (new toys, things to try out)
Preferred interaction:
Meaningful conversation about their hobby, treated as an equal and with respect.
To be shown new and exciting products and recommendations
Hands on, tactile
Excited and spontaneous
Ideas they would benefit from:
Seeing examples of work/inspirational (Show what the camera/film photos turn out like)
Area where they can try products out
Opportunities to attend events eg photography day trip/workshop
Student: DSLR
Description:
Curious
Experimental
Eager to learn
Social
Thinking about their future
Trying to make connections
Looking for an edge
Relaxed/colloquial
Open minded
Stressed (Has deadlines)
Why is this called DSLR?
Good quality
Lots of control over outcome
Not overly expensive (in terms of purpose)
Looking to advance themselves through use of a serious camera
Semi-professional
Transformational needs:
Teach me
Mentor me
Show me
Collaborate with me
Advance me
Connect me
Respect me
Preferred interaction:
Conversational
Really knowledgeable/technical advice
Hands on/tactile/try out
Ideas they would benefit from:
Being connected with a mentor
Being connected to potential jobs (eg student job board)
An area to try products out
Inspiration from displayed work
Professional: Nikon D3X
Description:
Serious
Highly Knowledgeable
Confident
Looking for an edge
Experienced
Why is this called Nikon D3X
Top of the range camera, designed for rigorous demands of professional industry.
Incredibly effective
Professionals results
High quality
Transformational Needs:
Show me (latest products)
Promote me
Network me
Respect me
Preferred interaction:
Knowledgeable/valuable conversation
Feel like they are in capable hands (Respectable & intelligent staff)
Feel VIP
Ideas they would benefit from:
Shop assistants show their specialist skill set (eg lighting)
First look at products (pre order, first to try)
Loyalty program
Guest photo series (show off a new camera, interview with their favourite products, tips and tricks).
Stories.
Hobbiest - Harriet is a Wellington localist who works fulltime in a busy Cuba Street cafe, she has a side passion for photography. Although she has never taken a class, she browses photo blogs and gains inspiration and tips from them. Harriet loves experimenting new things and isn't afraid of taking risks with her creative side. While Harriet already has her film camera, she heard Wellington Photographic Supplies specialise in lomography - a quirky unpredictable version of film photography that has an underground following. She hopes the team at WPS can help find her a new toy and inspire her to create. It would be even better if they could recommend or connect her with a group of people who are interested in the same kind of alternative photography like her.
Student - Ray is in his second year at Massey University, he’s changed his major to photography after an inspiring class in his first year. While he borrowed equipment from uni last year, he feels like he needs to own his own DSLR so he can advance his skills. He knows he will need a good quality camera, but isn’t sure what camera is right for him, how does he know weather to choose Nikon or Canon? He wants to make sure it will be suitable for all types of photography and will last though till his final year. It would be awesome if there was somewhere he could test out cameras before buying them to figure out which one is perfect for him. Ray wouldn’t mind some assistance as well, someone who is knowledgeable and isn’t going to treat him like an amateur. He’s heard from classmates that Wellington Photographic Supplies really know their stuff, maybe they also know where he could pick up the odd photography job and some freelance work.
Amateur - Sue is a mother of three in her 50’s. All of her children are still at school and are heavily involved in extracurricular activities. One of her kids is off to the national champs for rowing at Lake Karapiro. Sue will be going up to support them and wants to be able to easily take photos. She doesn’t have much previous experience with cameras or photography and she just wants a camera she can point and shoot with. Sue also is planning a family holiday to Fiji soon, so she is anticipating that she will need a camera for then too. She has Googled ‘cameras wellington’ which has brought up Wellington Photographic Supplies first. She clicks on their website and is slightly overwhelmed by all the options so she notes down their address and decides to head over there on her lunch break. She hopes the shop assistants will be able to show her a reliable and easy to use camera, maybe even a waterproof one? Because she is on her lunch break she doesn’t have a lot of time to be in the store. Sue would like to purchase the camera quickly and have a quick demonstration for how to use it too.