Etail2007 final
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This document discusses using customer personas as the building blocks for high-growth marketing programs. It defines personas using demographic, psychographic and behavioral data to cluster customers into groups. Companies should implement persona-based marketing in phases, first focusing acquisition channels on personas, then tailoring sites, products and communications to persona needs and preferences. Programs at each customer lifecycle stage should also be personalized for each persona. Regular evaluation ensures persona strategies increase loyalty, repeat activity and site conversion.
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Etail2007 final
- 1. Personas: The Building Blocks for High Growth Customer Marketing Programs Anita John Head of Relationship Marketing Strategy
- 2. The Theory Behavioral Data Decision Making Demographic Psychographic (site & Process purchase) Bring it to Life! Sports Fanatic Family Guy Gift Giver
- 3. Rule of Thumb - #1 Not all people are the same, but there are similarities in communities and groups—Stay focused
- 4. Rule of Thumb #2 Defining personas are the starting point. Follow through is even more important Persona Marketing Site Products Messaging Based Channels Customized offered vary Personalized Financial unique Outlook
- 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. Sports Fanatic 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.
- 6. Pitfalls to Avoid Where’s the behavioral data? Now what? Defined Family Guy
- 7. The Bottom Line Benefits Shiftacquisition spend to high-value personas – No longer focused on Cost per Acquisition, but more on Cost per Customer Choose channels, contact timing, streams and messaging that fit each persona to generate the highest response Increase site conversion – Content, products, tools and services delivered differently for each persona
- 8. Today: Program Driven/Lifecycle Based 1st Time 1st Repeat Loyalty Winback Visitor Purchase Purchase Prospect New Customer Active VIP Inactive Welcome Online Repeat VIP Reactivation EM/DM/ Advertising Promo Program Program Phone New X-Sell WOM Customer Promo Programs Up Sell SEM Promo Offline Tell-a-friend/Referral Programs 3rd party Cart Abandon Partners
- 9. Personas Determine How You Market Family Guy Sports Fanatic •TV watcher/fantasy league player •Buys Online Acq by online ads Acq through Print/TV/Fantasy sites •Loyal fan Msg. about supporting •Family 1st Msg. about family outings your team •Buys at start of season Time with onsales •Price most important Provide •Attends local games Promo rivalries •Seat location important Offer pricing options last seat purchased Gift Giver •Buys last minute Acq by online ad & search •Want to please others Msg. end benefit of making others happy •Give for special Occasion Promo during key Hallmark times •Hot Events Important Offer last minute options for top sellers
- 10. Where to Begin… Get senior management buy-in FIRST
- 11. Define Personas: How? Start with customer data (purchase & site) – Check for patterns in purchase – Check for site pathing behaviors – CLTV Surveys – Find the common thread in terms of demographics, lifestyle, beliefs, motivations, values Tie survey and customer data together Add overlays to your customer data – Experian (Simmons) – InfoBase Use CS calls and verbatims from surveys to confirm persona definitions
- 12. Implement in Phases Phase 1: Acquisition Channels – Choose channels by personas Phase 2: Site and Product Enhancements – Needs and wants differ by personas – meet those needs Phase3: Revamp your Customer Marketing Programs Phase 2 & 3 can happen simultaneously
- 13. Programs/Lifecycle Driven by Personas 1st Time 1st Repeat Winback Loyalty Visitor Purchase Purchase Prospect New Customer Active VIP Inactive Family Guy Sports Fanatic Gift Giver
- 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 All, except Inactives & Sports Fanatic New Users RO Pkg A Sports Memorabilia 100,000 All, except Inactives & Sports Fanatic New Users RO Pkg A Sports Memorabilia 100,000 All, except Inactives & Sports Fanatic 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. Modes of Communication Differ Mobile Alerts Desktop Alerts Social Networks Email
- 16. Combine Preferences & Personas Family Guy Gift Giver Sports Fanatic Family Guy Gift Giver Family Guy Sports Fanatic
- 17. Evaluation of Success Loyalty index Repeat activity Site behavior (stickiness & conversion) Evaluate each metric by Persona
- 18. Companies That Use Personas Today Best Buy Schwab Intuit Ann Taylor Discover Card Amazon
- 19. Takeaway 1. Follow 2 rules of thumb – Focus on commonalities within major clusters/groups – Personas must be adhered to in all areas of your organization 1. Implement in phases 2. Continue to use lifecycle marketing programs, but let the personas dictate how you market
Editor's Notes
- Changed this to be more about “high growth”, Fast is great, but we want to blow the roof off the results.
- Mktg 101 we learned about defining our target audience by demographics, psychographics, decision making process and data. We even learned about benefit segmentation. All great. But very sterile. What personas do is bring things to life Transition: