What combination of your marketing activities increases the
likelihood of a purchase? With more ways to reach customers and less money to
do so, marketers must have insight into what impacts their customers. Here’s one way to find out what works –
create a Persona… a detailed description of your ideal customer. Gather together your research and bring it to life by creating a narrative describing
your ideal customer and how he interacts with your brand.
Here’s an excerpt from a
persona The Reason built, sans narrative.
-Name: Paul
-Age: 21
-Occupation: Film student at NYU
-Operates a t-shirt line on the side
-Connected with every college DJ in town via myspace,
facebook and sms
-Seen as the fun guy by his peers
The Reason I like Personas -- focuses you on what works for
your customer while allowing you to throw the other stuff out i.e. you can be
more precise when making budget cuts.
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