Jackson operates a small family vineyard in central Virginia. After expanding operations, he is eager to launch a new marketing campaign and be more competitive in the regional wine market. Maximizing his marketing budget is a critical concern. So, before hiring an advertising agency, Jackson needs to be more informed about his target consumer group - Richmond area wine drinkers.

Using My Market Profile, Jackson builds a demographic profile to learn who in Richmond drinks wine on a regular basis. This report even estimates the size of his target consumer group giving Jackson a sense of his market potential.

Now that his target is defined, Jackson has My Market Profile produce a media profile of these consumers. The media report demonstrates that his target consumers are heavy cable TV viewers and are more receptive to e-mail marketing than the average Richmond adult.

Finally, Jackson uses My Market Profile to run a ranked comparison of cable networks viewed by Richmond wine drinkers. This report shows him which channels will better reach the consumers Jackson is after.

The insight Jackson gains from My Market Profile will help guide decisions about the direction of his marketing plans. His new knowledge will even enable Jackson to have more intelligent and efficient dialog with advertising or marketing agencies he may hire to execute campaigns.