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Advanced Target Market Profiling
 

Advanced Target Market Profiling

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Original post: http://www.ernestbarbaric.com/ultimate-guide-advanced-target-market-profiles/

Original post: http://www.ernestbarbaric.com/ultimate-guide-advanced-target-market-profiles/

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    Advanced Target Market Profiling Advanced Target Market Profiling Presentation Transcript

    • ADVANCEDULTIMATE GUIDE TOTarget Market Profiles By: Ernest Barbaric © Ernest Barbaric
    • Hey there! © Ernest Barbaric
    • IF YOU WERE TO GUESS... WHAT KIND OF CAR DO YOU THINK THIS FELLA DRIVES? WHAT KIND OF MUSIC DOES HE LISTEN TO? WHEREMIGHT YOU FIND HIM ON A THURSDAY NIGHT? © Ernest Barbaric
    • HOW ABOUT THIS GUY.... WHAT KIND OF CAR DO YOU THINK HE DRIVES? WHAT MUSIC DOES HE LISTEN TO?WHERE MIGHT YOU FIND HIM ON A THURSDAY NIGHT? © Ernest Barbaric
    • These two folks are pretty close in age, gender and possibly the geographic area... Chances are though... your answerswere vastly different. And so are thevalues, motivations and behavior for both men in the example... © Ernest Barbaric
    • So... why do we put them in the same bucket? © Ernest Barbaric
    • DEMOGRAPHIC SEGMENTATION JUST DOESN’T WORK. ESPECIALLY ONLINE.LET’S PUT TOGETHER SOMETHING THAT DOES. © Ernest Barbaric
    • In order to genuinely connect with your customers, you must go beyond age, gender and location -you must understand their values and motivations. © Ernest Barbaric
    • IMPORTANT: What we’re trying to do here is create deep, genuine connections with our customers. Not trick, manipulate or cajole them into buying. © Ernest Barbaric
    • Persona+ Empathy Map+ ArchetypeMarketing Profile WE’LL GET THERE BY BUILDING A MARKETING PROFILE © Ernest Barbaric
    • A PROFILE IS THE SYNTHESIS OF THESE THREE COMPONENTS... BUT ENOUGH MUMBO JUMBO. LET’S DIVE IN! Persona+ Empathy Map+ ArchetypeMarketing Profile © Ernest Barbaric
    • BEFORE WE START... THINK OF YOUR IDEAL CUSTOMER OR CLIENT! © Ernest Barbaric
    • ONE THAT’S A PLEASURE TO WORKWITH, PAYS ON TIME, PUTS A SMILE ONYOUR FACE WHEN THEY CALL OR VISIT. © Ernest Barbaric
    • Persona © Ernest Barbaric
    • NAME Trina  FoleyAGE 44GENDER FemaleJOB HR  ManagerATTRIBUTES Mother  of  1  teenager Works  downtown  in  O&G Drives  a  BMW  SUVATTITUDES Introvert AnalyFcal Close  group  of  friends © Ernest Barbaric
    • ASIDE FROM NAME, AGE, GENDER AND JOB, WE WANT TO FOCUS ON ATTRIBUTES AND ATTITUDES... AND ALSONAME Trina  Foley ADDING AN IIMAGEAGE 44GENDER FemaleJOB HR  ManagerATTRIBUTES Mother  of  1  teenager Works  downtown  in  O&G Drives  a  BMW  SUVATTITUDES Introvert AnalyFcal Close  group  of  friends © Ernest Barbaric
    • NAME Trina  FoleyAGE 44GENDER FemaleJOB HR  ManagerATTRIBUTES Mother  of  1  teenager ATTRIBUTES ARE SIMPLE (HARD) FACTS Works  downtown  in  O&G ABOUT YOUR IDEAL CUSTOMER. Drives  a  BMW  SUVATTITUDES Introvert AnalyFcal Close  group  of  friends © Ernest Barbaric
    • NAME Trina  FoleyAGE 44GENDER FemaleJOB HR  ManagerATTRIBUTES Mother  of  1  teenager Works  downtown  in  O&G Drives  a  BMW  SUVATTITUDES Introvert AnalyFcal ATTITUDES FOCUS ON PERSONALITY Close  group  of  friends TRAITS AND BEHAVIORS. © Ernest Barbaric
    • NAME Trina  FoleyAGE 44GENDER FemaleJOB HR  ManagerATTRIBUTES Mother  of  1  teenager Works  downtown  in  O&G Drives  a  BMW  SUVATTITUDES Introvert AnalyFcal Close  group  of  friends AN IMAGE REMINDS US THAT WE’RE TALKING TO REAL PEOPLE WHEN WE COMMUNICATE © Ernest Barbaric
    • Empathy Map © Ernest Barbaric
    • Think & Feel?Hear? See? Say & Do? © Ernest Barbaric
    • Think & Feel? PUT YOURSELF INTO YOUR IDEAL CUSTOMER’S SHOES... OR MORE ACCURATELY, THEIR HEAD...Hear? See? Say & Do? © Ernest Barbaric
    • Think & Feel? TRY TO EMPATHIZE AND THINK: IN A REGULAR DAY... WHAT MIGHT I BE FEELING OR THINKING ABOUT?Hear? See? Say & Do? © Ernest Barbaric
    • Think & Feel?Hear? See? WHAT KIND OF LANGUAGE, WORDS AND PHRASES DO I AND MY PEERS USE? Say & Do? © Ernest Barbaric
    • Think & Feel?Hear? See? WHAT KIND OF IMAGERY DO I SEE ON A REGULAR BASIS? HOW ABOUT COLORS? Say & Do? © Ernest Barbaric
    • Think & Feel?Hear? See? WHAT KIND OF ACTIVITIES DO I DO? WILL I BICYCLE INTO WORK OR TAKE THE TRAIN? DO I RECYCLE? DO I EXERCISE? Say & Do? © Ernest Barbaric
    • Archetype © Ernest Barbaric
    • Archetype FOR MORE ON ARCHETYPES, GO TO HEROWITHIN.COM FOR OUR EXERCISE, I JUST CHOSE 1 OF THE 12. © Ernest Barbaric
    • The CaregiverCaregiver individuals are most fulfilled when they can make adifference for someone else. Naturally compassionate, nurturing,and dedicated, they enjoy demonstrating their supportiveness andcan motivate others to provide better service or care. They’reusually excited and challenged by responding to needs.Caregiver types need to watch their tendencies towardmartyrdom and enabling others, and to burn themselves outwhile always putting others first. © Ernest Barbaric
    • The Caregiver THERE ARE 12 TYPES TO CHOOSE FROM. CHOOSE ONE THAT FITS YOUR IDEALCaregiver individuals are most fulfilled when they can make a CUSTOMER THE BEST.difference for someone else. Naturally compassionate, nurturing,and dedicated, they enjoy demonstrating their supportiveness andcan motivate others to provide better service or care. They’reusually excited and challenged by responding to needs.Caregiver types need to watch their tendencies towardmartyrdom and enabling others, and to burn themselves outwhile always putting others first. © Ernest Barbaric
    • Profile © Ernest Barbaric
    • Profile TO CREATE A PROFILE, WE’LL EXTRACT THEMOST IMPORTANT ASSUMPTIONS AND DATA -THAT DEAL WITH VALUES, MOTIVATIONS AND BEHAVIOR. © Ernest Barbaric
    • David - The ChallengerSelf-motivated, he strives for autonomy andfreedom - with no regard for convention or what’swidely accepted. He aims to break off from thepack and lead his own revolution. He’ll worktirelessly to serve his tribe and change the rules ofthe game.■ Motivated by revolution and changing things■ Wants to increase freedom, lower boredom■ Naturally and strongly resists conformity■ High performance with little regard for cost■ Ingrained to think, do and be different © Ernest Barbaric
    • David - The ChallengerSelf-motivated, hePROFILE Afor autonomy and WE’LL GIVE OUR strives NAME THAT YOUfreedom - with no regard CUSTOMER BEST. or what’s FEEL SUITS YOUR IDEAL for conventionwidely accepted. He aims to break off from the In this case, I chose David - because of thepack and lead his own revolution. He’ll work David vs Goliath reference.tirelessly to serve his tribe and change the rules ofthe game.■ Motivated by revolution and changing things■ Wants to increase freedom, lower boredom■ Naturally and strongly resists conformity■ High performance with little regard for cost■ Ingrained to think, do and be different © Ernest Barbaric
    • David - The Challenger Self-motivated, he strives for autonomy and freedom - with no regard for convention or what’s widely accepted. He aims to break off from the pack and lead his own revolution. He’ll work tirelessly to serve his tribe and change the rules of the game. OUT OF THE PRE-WORKMotivated BE ABLE ■ YOU SHOULD by revolution and changing things TO PULL TOGETHER A PARAGRAPH. ■ Wants to increase freedom, lower boredom ■ Naturally and stronglyIT SHOULD PUT A CONTEXT AROUND THE PERSON resists conformity YOU WILL BE CONNECTING WITH. ■ High performance with little regard for cost ■ Ingrained to think, do and be different © Ernest Barbaric
    • David - The Challenger Self-motivated, he strives for autonomy and freedom - with no regard for convention or what’s widely accepted. He aims to break off from theCONSTRUCT ABOUT 5 SPECIFIC POINTS - pack and lead his own revolution. He’ll workTHAT DEAL WITH MOTIVATION, VALUES tirelessly to serve his tribe and change the rules of AND BEHAVIOR DRIVERS the game. ■ Motivated by revolution and changing things ■ Wants to increase freedom, lower boredom ■ Naturally and strongly resists conformity ■ High performance with little regard for cost ■ Ingrained to think, do and be different © Ernest Barbaric
    • David - The Challenger Self-motivated, he strives for autonomy and freedom - with no regard for convention or what’s widely accepted. He aims to break off from the AND THERE YOU HAVE IT! pack and lead his own revolution. He’ll workA marketing profile that serve his tribe and change the rules of tirelessly to goes beyond age, gender the game.and location - to let you connect to your customers on a much deeper, genuine level. ■ Motivated by revolution and changing thingsCLICK HERE TO VISIT THE ORIGINAL ARTICLE ■ Wants to increase freedom, lower boredom ■ Naturally and strongly resists conformity ■ High performance with little regard for cost ■ Ingrained to think, do and be different © Ernest Barbaric
    • join the revolutionMINIMALIST MARKETING STRATEGY . COM Join our community of Digital Leaders and Troublemakers - and get the whole Minimalist Marketing Strategy Framework.