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eROI Presents: Personas, Segmentation and WHY
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eROI Presents: Personas, Segmentation and WHY

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A presentation by digital agency eROI from the 2013 Digital Marketing Conference on the need to go beyond simple demographics when building your marketing strategy.

A presentation by digital agency eROI from the 2013 Digital Marketing Conference on the need to go beyond simple demographics when building your marketing strategy.

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  • 1. PERSONAS, SEGMENTATION & WHYJUNE 19, 2013eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
  • 2. THE NEED TO KNOW MORECREATING PERSONASPERSONA EXAMPLESSEGMENTATIONWHATS NEXTCONTENTSeROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART
  • 3. eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ARTBasic demographics no longer suffice.1THE NEED TO KNOW MOREYou can no longer look at a generalized group (Men, 25-54, HHI $50k,Interested in Cycling) and claim that "this makes up my entire audience".Lifestyle changes are happening quickly, driven by rapid innovation andtechnology.How we consume media changes and adapts every day. So should myapproach.Whats true of a person one week might completely change the next.
  • 4. eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ARTWe need to truly understand our audiences uniquesituations, behaviors and motivations1CREATING PERSONASEffective personas are built on behavioral and attitudinal insights rather thandemographic pigeonholes (Age, Gender, Ethnicity, Location)We need to look at our audience with the same criteria that we look at ourselves.● What drives our behavior?● What makes us tick?● What are our true motivations?What factors of a persons life are really the underlying motivators to purchase?
  • 5. eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ARTTalk to your audience. Conduct interviews. Lots of interviews. Have holisticconversations and gain an understanding beyond simple purchasing habits andconsumption patterns. Compile your findings, identify patterns, create a frameworkfor a real person.1CREATING PERSONASDO YOUR HOMEWORKPersonas have personality. Be descriptive, as though youre describing someonevery familiar to you.BE SPECIFICApply what you know. Specific product types attract specific audience types. Useyour intuition to establish a baseline of who your target is and build from there.USE YOUR INTUITION
  • 6. PERSONA EXAMPLES2CLIENT EXAMPLEOnline community/app of like-minded fitness enthusiasts built around motivating and encouragingyour network to live active, fit lives. After working closely with the client in the Discovery phase, weidentified the following personas as representative of our clients target...
  • 7. eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 1SEGMENTATIONOne size no longer fits all. Now that we understand the different types of people inour audience, we can create specific segments to customize our marketing plansaround.ASK YOURSELF...What type of media does this person respond to?How are they consuming media, different from the other segments? Where can wefind them?What does this person need to hear to motivate them and when do they need to hearit?What types messages resonate? What do we need to avoid?THE RIGHT MESSAGE FOR THE RIGHT AUDIENCE
  • 8. EXERCISEWhat types of criteria could we use to create apersona?What do we need to know about our target help usbetter understand them?What information will give us the full picture of whothey REALLY are?WHATS NEXTeROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 3
  • 9. PERSONA CRITERIA CHOSEN...NAMEDAY IN THE LIFEJOB TITLEGENDERAGE/GENERATIONMEDIA CONSUMPTION/TECH USETOP 3 PROBLEMS/CONCERNSHOBBIES/HOW THEY SPEND FREE TIMEHOUSEHOLD INCOME/BUDGET/DISCRETIONARY SPENDINGHOW THEY MAKE PURCHASE DECISIONS/RELIANCE ON FRIENDS/FAMILYBRAND PREFERENCE/LOYALYPERSONAL BRAND/HOW THEY SEE THEMSELVESWHATS NEXTeROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 3