Etail2007 Final

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Personas: The Building Blocks for High Growth Customer Marketing Programs

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  • Changed this to be more about “high growth”, Fast is great, but we want to blow the roof off the results.
  • Etail2007 Final

    1. 1. Personas: The Building Blocks for High Growth Customer Marketing Programs Anita John Head of Relationship Marketing Strategy
    2. 2. The Theory Demographic Psychographic Behavioral Data (site & purchase) Decision Making Process Bring it to Life! Sports Fanatic Family Guy Gift Giver
    3. 3. Rule of Thumb - #1 <ul><li>Not all people are the same, but there are similarities in communities and groups—Stay focused </li></ul>                                                                                                     
    4. 4. Rule of Thumb #2 <ul><li>Defining personas are the starting point. Follow through is even more important </li></ul>Site Customized Products offered vary Marketing Channels unique Messaging Personalized Persona Based Financial Outlook
    5. 5. Example: Brian Profile Brian is in his mid-30’s . He and his wife Janet live in in a brownstone in a recently renovated area of downtown Chicago . Brian works for the largest property management firm in Chicago as a Senior Regional Manager . Brian takes his job seriously. Brian is known to work 60-80 hours a week. He is ambitious, driven, very dedicated, believes in loyalty. While Brian works hard, when the weekend comes, he plays just as hard. Janet manages most of the finances when it comes to the house. In terms of investing and disposable income spending, Brian is in charge. Brian may make the purchase, but the decision is a joint one with Janet . Both Janet and Brian have been avid Chi Sox & Bears fans since childhood . They are season ticket holders for the Bears . They pick and choose the Sox games to see . They know there are a few match-ups they’d like to see, but really make a decision based on when they are free. Brian is in charge of looking for tickets . He will buy them, but will always check with Janet before he purchases them. Brian doesn’t have time to really search tons of sites or fuss about price. He just wants his tickets when he asks for them. Brian doesn’t watch TV. He spends more time on the internet blogging , surfing and listens to sports radio . Sports Fanatic
    6. 6. Pitfalls to Avoid Where’s the behavioral data? Family Guy Now what? Defined
    7. 7. The Bottom Line Benefits <ul><li>Shift acquisition spend to high-value personas </li></ul><ul><ul><li>No longer focused on Cost per Acquisition, but more on Cost per Customer </li></ul></ul><ul><li>Choose channels, contact timing, streams and messaging that fit each persona to generate the highest response </li></ul><ul><li>Increase site conversion </li></ul><ul><ul><li>Content, products, tools and services delivered differently for each persona </li></ul></ul>
    8. 8. Today: Program Driven/Lifecycle Based 1 st Purchase Repeat Purchase Winback 1 st Time Visitor Prospect New Customer Active Inactive Welcome EM/DM/ Phone New Customer Programs Online Advertising WOM SEM Offline 3 rd party Partners Loyalty VIP Repeat Promo X-Sell Promo Up Sell Promo VIP Program Reactivation Program Tell-a-friend/Referral Programs Cart Abandon
    9. 9. Personas Determine How You Market Family Guy        <ul><li>Buys Online  Acq by online ads </li></ul><ul><li>Family 1st  Msg. about family outings </li></ul><ul><li>Buys at start of season  Time with onsales </li></ul><ul><li>Price most important  Provide pricing options </li></ul>Sports Fanatic        <ul><li>TV watcher/fantasy league player  Acq through Print/TV/Fantasy sites </li></ul><ul><li>Loyal fan  Msg. about supporting your team </li></ul><ul><li>Attends local games  Promo rivalries </li></ul><ul><li>Seat location important  Offer last seat purchased </li></ul>Gift Giver        <ul><li>Buys last minute  Acq by online ad & search </li></ul><ul><li>Want to please others  Msg. end benefit of making others happy </li></ul><ul><li>Give for special Occasion  Promo during key Hallmark times </li></ul><ul><li>Hot Events Important  Offer last minute options for top sellers </li></ul>
    10. 10. Where to Begin… <ul><li>Get senior management buy-in FIRST </li></ul>
    11. 11. Define Personas: How? <ul><li>Start with customer data (purchase & site) </li></ul><ul><ul><li>Check for patterns in purchase </li></ul></ul><ul><ul><li>Check for site pathing behaviors </li></ul></ul><ul><ul><li>CLTV </li></ul></ul><ul><li>Surveys </li></ul><ul><ul><li>Find the common thread in terms of demographics, lifestyle, beliefs, motivations, values </li></ul></ul><ul><li>Tie survey and customer data together </li></ul><ul><li>Add overlays to your customer data </li></ul><ul><ul><li>Experian (Simmons) </li></ul></ul><ul><ul><li>InfoBase </li></ul></ul><ul><li>Use CS calls and verbatims from surveys to confirm persona definitions </li></ul>
    12. 12. Implement in Phases <ul><li>Phase 1: Acquisition Channels </li></ul><ul><ul><li>Choose channels by personas </li></ul></ul><ul><li>Phase 2: Site and Product Enhancements </li></ul><ul><ul><li>Needs and wants differ by personas – meet those needs </li></ul></ul><ul><li>Phase 3: Revamp your Customer Marketing Programs </li></ul>Phase 2 & 3 can happen simultaneously
    13. 13. Programs/Lifecycle Driven by Personas 1 st Purchase Repeat Purchase 1 st Time Visitor Prospect New Customer Active Inactive Loyalty VIP Winback Family Guy               Sports Fanatic Gift Giver       
    14. 14. Persona Priority 1, Then Segments Persona Segment List Package Offer Universe Family Guy New Users RO Pkg A Sports Memorabilia 100,000 Family Guy Active RO Pkg A Sports Memorabilia 150,000 Family Guy VIP RO Pkg A Sports Memorabilia 30,000 Family Guy Inactives, >14 mos. Test Pkg A Sports Memorabilia 40,000 Gift Giver VIP RO Pkg A Sports Memorabilia 50,000 Gift Giver New Users Test Pkg A Sports Memorabilia 100,000 Sports Fanatic All, except Inactives & New Users RO Pkg A Sports Memorabilia 100,000 Sports Fanatic All, except Inactives & New Users RO Pkg A Sports Memorabilia 100,000 Sports Fanatic All, except Inactives & New Users RO Pkg A Sports Memorabilia 100,000 Sports Fanatic Inactives, 12mos-14mos Test Pkg A Sports Memorabilia 100,000 Sports Fanatic Inactives Test Pkg A Sports Memorabilia 100,000 Control/Rollout Total 970,000
    15. 15. Modes of Communication Differ Mobile Alerts Desktop Alerts Social Networks Email
    16. 16. Combine Preferences & Personas Family Guy Gift Giver Family Guy Gift Giver Sports Fanatic Family Guy Sports Fanatic
    17. 17. Evaluation of Success <ul><li>Loyalty index </li></ul><ul><li>Repeat activity </li></ul><ul><li>Site behavior (stickiness & conversion) </li></ul>Evaluate each metric by Persona
    18. 18. Companies That Use Personas Today <ul><li>Best Buy </li></ul><ul><li>Schwab </li></ul><ul><li>Intuit </li></ul><ul><li>Ann Taylor </li></ul><ul><li>Discover Card </li></ul><ul><li>Amazon </li></ul>
    19. 19. Takeaway <ul><li>Follow 2 rules of thumb </li></ul><ul><ul><li>Focus on commonalities within major clusters/groups </li></ul></ul><ul><ul><li>Personas must be adhered to in all areas of your organization </li></ul></ul><ul><li>Implement in phases </li></ul><ul><li>Continue to use lifecycle marketing programs, but let the personas dictate how you market </li></ul>

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