Presentation by Dick Rabil, President of Slice, Inc. Presented on April 27, 2012 at the MRA Spring Research Symposium hosted by the Mid-Atlantic Chapter of the Marketing Research Association.
1. Creating Marketing Personas.
How fictional characters help you
communicate with your target markets.
Kathi Rabil, CEO
Dick Rabil, President
Slice Inc.
2. The persona in marketing is a fabricated or (fictionalized) face
of a combination of characteristics of our target audience
based on real life research and analysis.
It allows us to describe WHO the customer is and what their
behavior is. Creating a persona provides insights for us to
tailor our interactions for the best response.
Creating Marketing Personas.
3. The persona in marketing is a fabricated
or (fictionalized) face of a combination of
characteristics of our target audience
based on real life research and analysis.
It allows us to describe WHO the
customer is and what their behavior is.
Creating a persona provides insights for
us to tailor our interactions for the best
response.
Creating Marketing Personas.
4. …between a target audience and a marketing persona?
TARGET MARKET
HIGH SCHOOL
PERSONA A PERSONA B PERSONA C
COACHES PARENTS ADMINISTRATORS
Creating Marketing Personas.
5. …helps you build a better marketing plan by allowing you to
target your campaigns to the right prospects and customers.
It allows you to put a face on your customer.
Creating Marketing Personas.
6. …also gives valuable insights on the path that prospects take on
the journey to becoming a customer. You’ll start learning their
characteristics based on the things they like.
Creating Marketing Personas.
7. What are the biggest problems they are trying to solve?
What do they need the most?
What information are they searching for?
What trends are influencing their buying decisions?
How do they like to get their information?
What is their pain point?
Creating Marketing Personas.
8. …of your prospects and their behaviors. The result of this
process will be a detailed persona with demographics, needs
and behaviors.
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Creating Marketing Personas.
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9. Persona: Thomas Thompson, CEO or V.P. Executive Leader, Mid-size Service company
Background: Key Attributes:
Thompson is an executive in a medium- College Educated, Masters
size (100+) company. He is focused on 50-60 years old
the company future and is concerned Predominately Male, Married
about bringing his team to a deeper level Lives in upscale suburb
of expertise and discipline. He is Plays sports such as golf and tennis
Buys on high end and owns late
responsible for providing key supervision
model vehicle
or support to the corporations’ field Very knowledgeable with 30 years
leaders or sales force. He is also experience
responsible for the strategic leadership Pragmatic about doing what’s
and operational management of the necessary
services firm or division. Media interests from TV, radio,
internet
Attends annual meeting regularly
Information Goals:
…and build a If he gets printed material, he will scan it for key terms and
see if the program will meet his needs.
Tends to be conservative
Three words to describe him:
He will not read it thoroughly unless he has already
hypothetical decided that will be a good ROI.
To him, the experience is the brand.
Dedicated, strategic and diligent
character for our He knows our organization and knows we are credible. He will
likely see the ads in our publication. He may scan emails sent
Daily Routines:
Keeping informed of progress and
status of sales
outreach.
and if interested put it in his file to return to. Since he’s low on
Responding to e-mail and phone calls
time, he will not call us, but may delegate that or will go to their Involved in lots of meetings
web site to see what the offer is. He will expect it to be Keeping informed of adverse events
extremely easy to find what he wants. If he doesn’t get Overseeing and coordinating
information fast, he may give the search engine a try. If that company teams
fails, he’ll quickly lose interest. Ensuring proper sales monitoring
Feels on a very tight schedule and
This persona is
He will be interested in a service or program that: could be overwhelmed
Offers great value for his investment
Gives a competitive edge for company
named Tom. A results oriented, actionable service or program
Develops individuals who become invested in the
company’s success
Key Barriers:
ROI
Develops individuals to learn think strategically, develop Time-intensive; how much time does it
problem-solving, assessment, decision-making and analytical take?
skills Will it requires time out of the office
Provides individuals feedback on their performance and may travel
Does it have a track record of
He wants the service or program to fill the gap between basic success?
and advanced career development. Are my competitors using this?
Creating Marketing Personas.
10. Persona: Thomas Thompson, CEO or V.P. Executive Leader, Mid-si
Background: Key At
Thompson is an executive in a medium- Co
size (100+) company. He is focused on 50
Pre
… when developing your messages. bringing his team to concerned
the company future and is
about a deeper level Liv
Think about what information channels your discipline. He is
of expertise and Pla
Bu
personas will use. Allow the personas to tofor providing key supervision
responsible
drive
or support the corporations’ field
mo
Ve
the methods for reaching them. leaders or sales force. He is also exp
responsible for the strategic leadership Pra
and operational management of the ne
services firm or division. Me
inte
Att
Information Goals:
Te
If he gets printed material, he will scan it for key terms and
see if the program will meet his needs.
Three
He will not read it thoroughly unless he has already Dedica
decided that will be a good ROI.
To him, the experience is the brand.
He knows our organization and knows we are credible. He will Daily R
likely see the ads in our publication. He may scan emails sent Ke
sta
and if interested put it in his file to return to. Since he’s low on
Re
Creating Marketing Personas. he will not call us, but may delegate that or will go to their
time, Inv
web site to see what the offer is. He will expect it to be Ke
11. of expertise and discipline. He is
responsible for providing key supervision
or support to the corporations’ field
leaders or sales force. He is also
responsible for the strategic leadership
and operational management of the
services firm or division.
… when developing your messages.
Think about what information channels your
Information Goals:
personas will use. Allow Ifthegets printed material, he will scan it for key terms and
he personas to drive
the methods for reaching them. read it thoroughlyhis needs. has already
see if the program will meet
He will not unless he
T
D
decided that will be a good ROI.
To him, the experience is the brand.
He knows our organization and knows we are credible. He will D
likely see the ads in our publication. He may scan emails sent
and if interested put it in his file to return to. Since he’s low on
time, he will not call us, but may delegate that or will go to their
web site to see what the offer is. He will expect it to be
extremely easy to find what he wants. If he doesn’t get
information fast, he may give the search engine a try. If that
fails, he’ll quickly lose interest.
He will be interested in a service or program that:
Offers great value for his investment
Creating Marketing Personas.
Gives a competitive edge for company
12. 1. What they want is
what they need.
Tailor your communications around their issues.
Creating Marketing Personas.
13. Where do your personas like to get their information?
Creating Marketing Personas.
14. Leads to strong relationships cemented on trust & loyalty.
Creating Marketing Personas.
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Creating Marketing Personas.
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Creating Marketing Personas.
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Creating Marketing Personas.
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Creating Marketing Personas.