When you think about your target group, you think about age, gender, place of residence, income and other key data. Those are numbers and values, but you need to sell to human beings. Do you have a mental image of your target group? What are these people really like? What are their fears, their demands and desires? How do they spend their Saturday afternoon and when are they susceptible to your marketing message? Instead of narrowing down your target group by numbers and values, start off with imagining your ideal customers as personas. Create profiles with names and faces which will make it easier for you to understand your customers. Find out what the Prince of Wales and Ozzy Osbourne have in common and why they still don’t belong to one target group. Learn how to develop personas and let them be your guide to more efficient marketing activities.

1. 23/10/2015
Personas – Invent Your Real
Customers
Sonja Riesterer @sonjarierr – Personas 1

2. 23/10/2015
About me
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Sonja Riesterer
•
Aachen, Germany
•
Marketing Manager at integer_net GmbH
•
Online Marketing Manager IHK
•
Magento Certified Solution Specialist
•
Member of Firegento e.V.
Sonja Riesterer @sonjarierr – Personas 2

3. 23/10/2015
Separated at Birth
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Demographic twins
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Different lifestyles
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Different address needed
Sonja Riesterer @sonjarierr – Personas 3
© Dan Marsh

4. 23/10/2015
Customers = Humans > (Numbers +
Facts)
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Values, motivation, wishes, problems, goals, …
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Turn target groups into prototypes
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1 persona per customer segment
Sonja Riesterer @sonjarierr – Personas 4

5. 23/10/2015
True-to-Life Prototypes
Tanja Lehmann (35), Munich,
insurance sales woman on parental leave
•
Family: married to Thomas (39, banker),
2 sons (3 years & 4 months)
•
Daily routine: upbringing of her children, running & yoga, friends,
mobile games (Quizduell)
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Online behaviour: Whatsapp, Social Media (Facebook), exchange of
experiences, research (shopping, recipes, child health issues)
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Values: family, safety, health
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Motivation: Only the best for my children!
Sonja Riesterer @sonjarierr – Personas 5

6. 23/10/2015
Collect Base Data
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Employees with customer contact
– Customer support
– Sales
– Online marketing
•
Customer surveys
– Interviews, user test with thinking aloud
– Market research, polls
Sonja Riesterer @sonjarierr – Personas 6

7. 23/10/2015
Collect Base Data
Sonja Riesterer @sonjarierr – Personas 7
•
Facebook Audience Insights
– Lifestyle, household size, living situation, special
events in life, children's age, spending behaviour,
home's value, car
•
Facebook Graph Search
– Only for private use
•
Facebook Ad Manager

8. 23/10/2015Sonja Riesterer @sonjarierr – Personas 8

9. 23/10/2015Sonja Riesterer @sonjarierr – Personas 9

10. 23/10/2015
Collect Base Data
•
Google Analytics
•
Twitter Analytics
– Interests
– Gender
– Origin
– Language
Sonja Riesterer @sonjarierr – Personas 10

11. 23/10/2015Sonja Riesterer @sonjarierr – Personas 11

12. 23/10/2015
Are You Serious?!
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Fictional, not scientific
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„Hiding behind life-size standups“
Sonja Riesterer @sonjarierr – Personas 12

13. 23/10/2015
Combination is Key!
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Support „creative writing“ with data
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Reality check during customer contact
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One persona is never enough
Sonja Riesterer @sonjarierr – Personas 13

14. 23/10/2015
Thank you very much!
Be creative and feel free to send your most
awesome personas to:
sr@integer-net.de
www.integer-net.com
Twitter: @sonjarierr
Sonja Riesterer @sonjarierr – Personas 14

15. 23/10/2015
Links
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Facebook Audience Insights
https://www.facebook.com/business/news/audience-insights
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Facebook Ads Manager (only in Google Chrome)
https://www.facebook.com/ads/manager/
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Twitter Analytics
https://analytics.twitter.com/
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Google Analytics Guide for Segments
https://support.google.com/analytics/answer/3123951?hl=de
Sonja Riesterer @sonjarierr – Personas 15