Brand Boost Challenge #5 - PERSONAS
Do you remember the Apple vs. Mac commercial that came out in the 2000s? No? Let me refresh your memory. (And if you do remember, take a look anyway - that was a great marketing campaign.)
Those actors are portraying MAC and PC products, but they also represent a persona. A persona is a character or an aspect of someone's character that is presented to or perceived by others to create reliable and realistic representations of your key audience segments for reference. Personas are important for any product or service.
Having a well-defined persona can help you build a better marketing plan and help you target your marketing campaigns and offers to the prospective consumers and groups. At the end of the day, personas put a face to your customer and help you identify their needs and wants.
Today you’re going to create 3 distinct personas of your brand:
On a piece of paper, make three columns. Label them A, B, and C.
Consider the three most frequent types of people that would buy your product or service. Really think. (Maybe for a kids product it’s a stay at home mom of 3 elementary school-aged kids who loves coffee, and yoga pants, a hands-on-dad who takes his kids to multiple group classes a week, and a work from home mom of 1 toddler who keeps really organized.)
Write down descriptions of each person under their columns. What their needs and wants are, how they spend their money, how they spend their time, how they shop… etc. This is how you create their persona.
Now, give each column a first name that represents each persona. (i.e. Jennifer, Dave, and Kristin.)
Find a royalty-free stock image online of a person you see representing your customer.
Compile the image and the information into each Persona page and save it.
For more information on how you can leverage your Persona’s for marketing and product/service research and creation, read this article.