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Persona mapping

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The purpose of persona mapping is to enable you to communicate with different types of personas using language they understand from the way they see the world.

Architects see the world differently that engineers, you have to communicate to them in the world they understand to get your marketing messages across to them.

Give your audience something of value, build trust and credibility, and then introduce your products and services to help them solve their problems. But do this to your target personas communicating in the world they understand.

Get it right and your business will grow from more sales.

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Persona mapping

  1. 1. Persona Mapping
  2. 2. The Process of Marketing Give your audience something of value, build trust and credibility, and then introduce your products and services to help them solve their problems.
  3. 3. Persona Types CEO Home Owner Planning Director Architect Property Developer The purpose of persona mapping is to enable you to communicate with different types of personas using language they understand from the way they see the world. Architects see the world differently that engineers, you have to communicate to them in the world they understand to get your marketing messages across. Get it right and your business will grow from more sales.
  4. 4. Persona Interests
  5. 5. Social Demographic B – Middle class C1 – Lower middle class Specific features that matter to me Case studies Product information Technical information About the company for trust Future plans of the business Design guides Specific benefits that matter to me Simple to use Easy to find what I am looking for Architect Persona The reason I buy from you Quality of the business Reputation Certificates Management systems ISOs Technical assurance Testimonials Internal Stakeholders I need to please Partners It’s all about Designing and building great buildings New design concepts and innovations Being the best practice Reputation
  6. 6. Online Habits Email, Twitter, LinkedIn, Pinterest Social Cannels I visit LinkedIn, Twitter, Pinterest Favorite Blogs/Websites Property Architecture Architect Persona Companies I follow - LinkedIn Bovis homes Arup Cheshire and West LEP Wates Kirkegaard Associates Lend Lease AA Projects Morgan Sindall Sutcliffe Construction Products/Services I want Design presidents, concepts, innovation Historic maps Aerial photo’s Content I consume and share Place North West Insider Building design Groups I am in - LinkedIn Construction Architecture Design meets business Construction Excellence Carbon Connect Business is great Britain LinkedIn Liverpool Building Design Revit Users People I follow – LinkedIn Influencers Richard Branson James Caan David Cameron
  7. 7. Experimental/New/Innovat ive Performance/Quality/Reli able/Dependable Psychographics Value/Worth/Money People orientated Business Developer Head Teacher People Manager Objective, numbers, logic orientated Project manager Wealthy Individual Engineer Works Engineer Estates Director Operations Director Business owner Land Buyer CEO Thinker, self ideal, living inside the head orientated Architect Development Director Chief Architect Entrepreneur CEO Different personas think differently • An architect lives in his/her head and likes innovation • An engineer is logic orientated and likes performance
  8. 8. Words Architect Persona Experimental Performance Value Introducing Improved Free ✔ Breakthrough Just arrived Bargain Miracle Valuable Save ✔ How to Easy Send no money Never before At last Bonus First time Instantly Discount Discover Premium Offer ✔ Challenge Quick Super Revealing Remarkable Initial Powerful Revolutionary Incredible New Phenomenal ✔ Innovative Successful People Objective Thinker Gift ✔ Unique Now You It’s here The truth about Your Guaranteed Miracle Today Which How to Limited This Secrets Special Sensational Last chance Premium Incredible ✔ Discover Love Here Magic Astonishing Greatest Challenge Time These ✔ Advise Sensitive Revealing Successful Urgent Successful Wonderful ✔ Exciting What do they want? Experimental Performance Satisfy their curiosity ✔ Protect the environment Be successful Prevent or relieve boredom Be comfortable ✔ Get ahead ✔ Make their work easier Enjoy beautiful things ✔ Gain recognition or praise Be popular Save money ✔ Be their own boss Make money ✔ Enjoy leisure pursuits ✔ Satisfy their ego Gain better health ✔ Gain self respect Become fit ✔ Be recognized as an expert Get rid of aches and pains Protect self, family, business Be more active ✔ Protect their reputation ✔ Satisfy their own desires Avoid embarrassment Be good parents Save time ✔ Relax with friends or alone Gain status Be safe and secure Gat a bargain Financial freedom Get something for free Live longer Reduce stress ✔ Enjoy their life more Words and wants an architect may relate to
  9. 9. Types of Personas Sectors and Persona Types Personas Private Sector Public Sector Persona 1 Persona 2 Persona 3 Persona 4 Persona 5 Education Bursar Head Teacher Estates Director Director of Education Housing RSL CEO Opperations Director Development Officer Chief Architect Housing Elderly & Assisted CEO Opperations Director Development Officer Housing Private Wealthy Indvidual Housing Student CEO Opperations Director Development Director Housing Developer CEO Opperations Director Development Director Land Buyer Office Land Buyer Retail Estate Director Chief Architect Leisure CEO Opperations Director Development Director Estate Director Director Leisure/Tourism Culture Head of Museums Industrial CEO Operations Director Works Engineer Community Estate Director Mixed Use CEO Opperations Director Development Director Land Buyer Heritage & Conservation Property Owner Conservation Officer Who are the personas in your sectors?
  10. 10. Build Persona Lists Existing Customers Twitter LinkedIn Web Forms Partners Architects ✔ ✔ ✔ ✔ ✔ Engineers ✔ ✔ ✔ ✔ ✔ Estate Managers ✔ ✔ ✔ ✔ ✔ Project Managers ✔ ✔ ✔ ✔ ✔ Business Owners ✔ ✔ ✔ ✔ ✔ CEO/MDs ✔ ✔ ✔ ✔ ✔ Buyers ✔ ✔ ✔ ✔ ✔ Works Engineers ✔ ✔ ✔ ✔ ✔ Mechanical Engineers ✔ ✔ ✔ ✔ ✔ Process Engineers ✔ ✔ ✔ ✔ ✔ Electrical Engineers ✔ ✔ ✔ ✔ ✔ You cannot do any marketing without a segmented marketing database and CRM system to monitor, score, improve results
  11. 11. Persona Mapping Workshops Makes it Easy
  12. 12. Persona Name Problem or opportunity that the above person needs help with Have defined their solution strategy, method, or approach. Have clearly defined and gives a name to their problem or opportunity Have realized & expressed symptoms of a potential problem or opportunity Content Idea Content Idea Content Idea Jimmy Gym Owner Persona Mapping & The Sales Process 1
  13. 13. Persona Name 1 Problem or opportunity that the above person needs help with Have defined their solution strategy, method, or approach. Have clearly defined and gives a name to their problem or opportunity Have realized & expressed symptoms of a potential problem or opportunity Content Idea Content Idea Content Idea Jimmy Gym Owner 2 Jimmy is new to gym ownership. He needs to buy some gym equipment, but is unsure where to begin, how much he should spend, etc. Persona Mapping & The Sales Process
  14. 14. Persona Name 1 Problem or opportunity that the above person needs help with Persona Mapping & The Sales Process Have defined their solution strategy, method, or approach. Have clearly defined and gives a name to their problem or opportunity Have realized & expressed symptoms of a potential problem or opportunity Content Idea Content Idea Content Idea Jimmy Gym Owner 2 Jimmy is new to gym ownership. He needs to buy some gym equipment, but is unsure where to begin, how much he should spend, etc. • Beginner’s Guide to Buying Gym Equipment [Ebook] • New or Used: When to Stretch Your Gym Equipment Budget & When to Splurge [Infographic] 3
  15. 15. Persona Name 1 Problem or opportunity that the above person needs help with Persona Mapping & The Sales Process Have defined their solution strategy, method, or approach. Have clearly defined and gives a name to their problem or opportunity Have realized & expressed symptoms of a potential problem or opportunity 4 Content Idea Content Idea Content Idea Jimmy Gym Owner 2 Jimmy is new to gym ownership. He needs to buy some gym equipment, but is unsure where to begin, how much he should spend, etc. • Beginner’s Guide to Buying Gym Equipment [Ebook] • New or Used: When to Stretch Your Gym Equipment Budget & When to Splurge [Infographic] 3 • Gym Equipment Budget Template [Excel spreadsheet] • Purchasing Timeline for Gym Equipment: What Should You Buy First? [PowerPoint worksheet]
  16. 16. Persona Name 1 Problem or opportunity that the above person needs help with Persona Mapping & The Sales Process Have defined their solution strategy, method, or approach. Have clearly defined and gives a name to their problem or opportunity Have realized & expressed symptoms of a potential problem or opportunity Content Idea Content Idea Content Idea Jimmy Gym Owner 2 Jimmy is new to gym ownership. He needs to buy some gym equipment, but is unsure where to begin, how much he should spend, etc. • Beginner’s Guide to Buying Gym Equipment [Ebook] • New or Used: When to Stretch Your Gym Equipment Budget & When to Splurge [Infographic] 3 4 • Gym Equipment Budget Template [Excel spreadsheet] • Purchasing Timeline for Gym Equipment: What Should You Buy First? [PowerPoint worksheet] • Request a quote • Phone assessment of equipment needs 5
  17. 17. For Support Get in Touch www.Constructionmarketing.org

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