Creating Marketing Personas

2,196 views
1,985 views

Published on

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.

Published in: Business, News & Politics
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,196
On SlideShare
0
From Embeds
0
Number of Embeds
67
Actions
Shares
0
Downloads
43
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Creating Marketing Personas

  1. 1. Creating Marketing Personas.How fictional characters help youcommunicate with your target markets. Kathi Rabil, CEO Dick Rabil, President Slice Inc.
  2. 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. 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. 4. …between a target audience and a marketing persona? TARGET  MARKET HIGH  SCHOOL PERSONA  A     PERSONA  B     PERSONA  C     COACHES PARENTS ADMINISTRATORSCreating Marketing Personas.
  5. 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. 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. 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. 8. …of your prospects and their behaviors. The result of this process will be a detailed persona with demographics, needs and behaviors. TORS AND DISTRIBU —MANUF ACTURERS AUDIEN CE PROFILE IATORS INED IRRAD e and Importanc Audience Size utors (M&Ds) ROFILE— SELF-CONTA turers & distrib AUDIENCE P o 26 manufac ance est volume e and Import tialed users sources, mov e dience but high action volume Audience Siz rs, 40 creden nsactions (1-2 o Smallest au counts for 20 % of all trans 0 self-cont ained irradiato & infrequent tra turer ac o 74 urces One manufac all M&D volum e dience, few so ufacturers repr esent 80% of ) o Largest au ars, verify annually) Three man t transactions (some daily every 5-15 ye urces, frequen entialed & repo rt number of so rly are cred s o Large o report regula Demographic ufacturers wh College-educa ted o 100% of man L o tronically (tr ansmitting XM o 20-50 years old search labs electronically n submit elec iversities & re s e volume ofte o Work for un uding Research Assistant o Manufac turers with larg incl o Titles vary files via emai l) Researchers aterials ion Channels— , publications & online m ed) Communicat ations, events ) Journal & newsletter y family-own soci Demographic s ployees, man o Industry as sics Society (HPS Safety Round table nies (2-100 em Health Phy ity Radiation nal of Laser Small to mid -sized compa State Univers wsletter & Jour o Pen nsylvania IA) meetings, ne s old of America (L o 40-50 year Laser Institute Society) l experience ican Chemical s professiona Applications o 15-20 year in LA, TX, CA & MA ngineerin g News (Amer concentrations Chemical & E ross U.S. with o Located ac RSO blogs Medical tworks Communicat ion Channels Local RSO ne hop ts & publicatio ns DOE lase r safety works ) dustry associa tions, even ley Lab works hop ese licensees o In clear News Lawrence Ber ke to some of th ar Society’s Nu s (m ay only apply gi sts erences ns & registrie ction Technolo cle American Nu & safety conf mental health o Certificatio egistry of Radiation Prote General Electric environ Nationa lR sics al meetings rd Health Phy , workshops & webinars material annu American BoaCreating Marketing Personas. DOE nuclear reement state meetings, wo rkshops & webinars og & calls o NRC & ag reement state meetings , mailings, broc hures, website , blog & calls o NRC & ag website, bl RC emails emails, mailin gs, brochures, o State & N radiators State & NRC els—Blood Ir e materials o Commun ic ation Chann nts, publ ications & onlin tter & Tr ansfusion
  9. 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. 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 ReCreating 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. 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 investmentCreating Marketing Personas. Gives a competitive edge for company
  12. 12. 1.  What they want is what they need. Tailor your communications around their issues.Creating Marketing Personas.
  13. 13. Where do your personas like to get their information?Creating Marketing Personas.
  14. 14. Leads to strong relationships cemented on trust & loyalty.Creating Marketing Personas.
  15. 15. Attract respondents who are the right fit for your company.Creating Marketing Personas.
  16. 16. Blog Reconciliation Help Desk Credentialing Safe. Easy. Fast. In three steps. Be part of the Step 1 Step 2 Step 3 BigPicture. NSTS NSTS NSTS NSTS NSTS applicant Online A paper The paper The paper packet A smart card and Reader is installed enrolls online application is identity proofing packet is and application reader are mailed and used to https://pkii.nrc.gov reviewed packet is mailed completed by are reviewed, to the applicant. download the and approved. to the applicant. the applicant, anomalies applicant’s Get notarized, and are resolved, certificate to the mailed back. employment smart card. is verified and Credentialed enrollment is approved. Credentialing The easiest way to report to the NSTS is online. You will first need to enroll for a Source Reporting Once an NSTS user completes the credentialing process, all source Blog NSTS Blog … and get it done. Stay up-to-date on all NSTS activities by subscribing to the NSTS blog, including Credentialing Reporting digital certificate, an electronic identification transactions may be completed by logging into information on Web site updates, upcoming training Speed. Accuracy. Convenience. which allows the NSTS to uniquely identify each the NSTS online system. events, industry meetings and more. user. The process of obtaining the digital certificate In 3 easy steps. The NRC strongly encourages online, which is called credentialing. NSTS Help Desk provides timely and accurate tracking. Visit the Get answers and solutions regardingreports to NSTS Online Filing The credentialing process takes approximately NSTS Web site to access online reporting training Reporting Blog 30 days from start to finish. See the three steps materials. Help Desk credentialing, login procedures, system use, transaction reporting, and any otherfaster and easier than ever. is issues you need to complete above. Credentialing Annual Reconciliation encountered while using the NSTS. Contact the Help Licensees possessing Category 1 or 2 sources Desk to submit system change requests regarding The NRC requires all licensees to review may begin the credentialing process online. functionality. and confirm their inventory annually Help Desk Enrollment is easy and should take no more Reconciliation conduct inventory reconciliation each January. than 10 minutes. All NSTS users with digital Help Desk Hours: A specially formatted inventory report has been certificates issued prior to July 2009 must renew Monday–Thursday 8:00am–5:00pm (EST) created to confirm inventory and ensure that all their certificates one year from the issued date to Friday 8:00am–3:00pm (EST) records in the NSTS are correct. maintain access to the NSTS. Once an NSTS user Phone: 1-877-671-6787 renews the certificate, it is valid for the 2 years. E-mail: NSTS.Help@nrc.gov Reconciliation www.nrc.gov/security/byproduct/nsts/ NSTS National Source Tracking SystemCreating Marketing Personas.
  17. 17. N A T I O N A L S O U R C E T R A C K I N G S Y S T E M N A T I O N A L S O U R C E T R A C K I N G S Y S T E M N A T I O N A L S O U R C E T R A C K I N G S Y S T E M How Secure Lost in Space? Get Credentialed are your sources? Take a better path … and get it done. to accountability. 100% accountable. Get users credentialed. Speed, accuracy, convenience. Fast & easy. Run a tighter ship. In a few easy steps. Reporting to NSTS Online is up to 10 times faster and far Reporting to NSTS Online is up to 10 times faster and far Online reporting to NSTS is faster and easier than ever. more secure and accurate than other reporting methods. more secure and accurate than other reporting methods. With a few clicks, users can help improve public safety — With a few clicks, users can help improve public safety and By reporting online, you’ll help improve emergency preparedness and save time and effort. save time and effort. and public safety and save time and effort. Online reporting is up to 10 times faster than faxing, and far more secure and accurate. Approximately half of all licensees that have nationally Approximately half of all licensees that have nationally Using NSTS Online can make a big difference. tracked sources currently report to NSTS using slow, error- tracked sources currently report to NSTS using slow, error- prone methods such as fax and e-mail. Using NSTS Online prone methods, such as fax and e-mail. Using NSTS Online It all starts with getting credentialed. Urge users to visit can make a big difference. can make a big difference. nrc.gov/security/byproduct/nsts/credentialing.html to get started with online reporting. It all starts with getting credentialed. Urge users to visit It all starts with getting credentialed. Urge users to visit nrc.gov/security/byproduct/nsts/credentialing.html nrc.gov/security/byproduct/nsts/credentialing.html to get started with online reporting. to get started with online reporting. Safe.Easy.Fast. NSTS National Source Tracking System Safe.Easy.Fast. NSTS Online NSTS National Source Tracking System Safe.Easy.Fast. NSTS Online NSTS National Source Tracking System NSTS Online Licensees Agreement States RadiographersCreating Marketing Personas.
  18. 18. He had a dream. Leadership imagines. Be the first to register for GAMA’s groundbreaking leadership program. Invest in the future. Leading From the Front is THE must-attend GAMA program for frontline leaders who are ready to inspire with imagination. Develop strategic thinking. Leading From the Front is a results-driven program that will build your business Photo Library of Congress through strategic execution, alignment and leadership. Master excellence with expert performance coaches. Find out more at gamaweb.com/lff or email programs@gamaweb.com Martin Luther King Jr. She commanded a nation. Leadership inspires. Be the first to register for GAMA’s groundbreaking leadership program. Invest in the future. Leading From the Front is THE must-attend GAMA program for frontline leaders who are ready to command and inspire. Develop strategic thinking. Leading From the Front is a results-driven program that will build your business through strategic execution, alignment and leadership. Photo by Tom Gillespie Master excellence with expert performance coaches. Find out more at gamaweb.com/lff or email programs@gamaweb.com Margaret Thatcher He built something insanely great. Leadership innovates. Be the first to register for GAMA’s groundbreaking leadership program. Invest in the future. Leading From the Front is THE must-attend GAMA program for frontline leaders who are ready to inspire with innovation. Develop strategic thinking. Leading From the Front is a results-driven program that will build your business through strategic execution, alignment and leadership. Photo by Matthew Bridge Master excellence with expert performance coaches. Find out more at gamaweb.com/lff or email programs@gamaweb.com CEOs, Firstline Leaders, Frontline Leaders Steve JobsCreating Marketing Personas.
  19. 19. He built something insanely great. Leadership innovates. Be the first to register for GAMA’s groundbreaking leadership program. Invest in the future. Leading From the Front is GAMA’s must-attend program for frontline leaders who are ready to move mountains. Develop strategic thinking. Leading gamaweb.com/lff From the Front is a results-driven program that will build your business through strategic execution, alignment and leadership. Master Excellence with expert performance coaches. Develop competencies that are exhibited by highly successful field leaders. Shift from tactical to strategic. Assess, enhance, and elevate core business processes. Walk in the Footsteps of Leaders. The Leading From the Front Capstone experience culminates on the battlefields of Gettysburg led by the Gettysburg Foundation. Powered by the One Page Business Plan® and McCauley & Company C.O.R.E. Performance Coaching Model.TM “Focus and simplicity. Find out more at gamaweb.com/lff or You have to work email programs@gamaweb.com hard to get your thinking... simple. Because once you Photo by Matthew Bridge get there, you can move mountains.” —Steve JobsCreating Marketing Personas.

×