DanyaShea Digital Marketing   ©www.danyashea.com  Camping For AllCustomer Segment Personas & Sample Ads
DanyaShea Digital Marketing   ©www.danyashea.com  College StudentsImage ref: www.sxc.hu image id 196826Jon TroostBackgroun...
DanyaShea Digital Marketing   ©www.danyashea.com  Media ConsumptionWherever Jon goes, he has most media forms at his dispo...
DanyaShea Digital Marketing   ©www.danyashea.com  FamiliesImage ref:http://www.wowowow.com/relationships/fathers-days-joel...
DanyaShea Digital Marketing   ©www.danyashea.com  Media ConsumptionAll day at the office, Jay is able to surf the web for ...
DanyaShea Digital Marketing   ©www.danyashea.com  DINK (Double Income No Kids)Image ref: www.sxc.hu image id 20060502Jeff ...
DanyaShea Digital Marketing   ©www.danyashea.com  Conversion GoalsA primary call to action that will appeal to Jeff is ADD...
DanyaShea Digital Marketing   ©www.danyashea.com  SCOUT TROOP Den MotherImage ref: www.sxc.hu image id 1179676Jackie Micha...
DanyaShea Digital Marketing   ©www.danyashea.com  Media ConsumptionWith running a full house, and parenting three active c...
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Banner Ads for Customer Segments: SAMPLE

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DanyaShea Digital Marketing provides custom banner ad services based on customer segments and user personas for highly targeted and effective ads to your online niche markets.

This is a SAMPLE overview of services offered.

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Banner Ads for Customer Segments: SAMPLE

  1. 1. DanyaShea Digital Marketing ©www.danyashea.com  Camping For AllCustomer Segment Personas & Sample Ads
  2. 2. DanyaShea Digital Marketing ©www.danyashea.com  College StudentsImage ref: www.sxc.hu image id 196826Jon TroostBackgroundJon comes from a conservative , upper middle-class family from the Northeast. As theoldest of three children, he remembers dozens of family vacations all across the U.S.Jon was always involved in high school student body events and sports. He was neverdedicated enough to excel at any one sport in particular, but he can shoot hoops or hit afew balls with just enough skill to get along with anyone. He is a well-rounded, well-travelled college student in his upper classman years. Jon has been a resident advisoron-campus, and lightly involved in student government. His senior year he was votedPresident of his fraternity and is a well-known, well-liked, and influential guy on campus.DemographicsMale, Caucasian, 22, part-time office position on-campus, single, no kids, annualhousehold income of $15,000Persona Type – CompetitiveJon likes to find the latest and the greatest, and be the first to know about great newproducts and ideas. His pragmatic side causes him to rely on logic for making the bestdecisions, but his over-achieving nature means he will make quick decisions.RoleJon is buying for himself but will be a major influencer for the group that he travels with.Buying HabitsHe is always ready to be one of the first to buy the latest and greatest and give hispeers a solid review. He easily cycles products in and out as newer models becomeavailable. Much of his buying pertains to maintaining and furthering his image as thego-to guy for advice and direction.
  3. 3. DanyaShea Digital Marketing ©www.danyashea.com  Media ConsumptionWherever Jon goes, he has most media forms at his disposal. He uses all forms ofdigital media for entertainment and information. He is especially fond of his laptop forInternet use, as well as his mobile device. He spends up to 6 hours per day onlinebetween his room at the fraternity, the student lounge, the on-campus office he works in,and his mobile device.Conversion GoalsFor Jon, a successful primary call to action would be ADD TO CART. This helps him toknow how to make his quick, logical decision to purchase the latest and greatest gear.A secondary call to action is SHARE PRODUCT. If he has already made a purchase,or isn’t quite ready to buy yet, this call to action still moves him towards a purchasecommitment, and capitalizes on his relational influence with his peers, as well assecuring his email for future contact.SAMPLE Banner Ad
  4. 4. DanyaShea Digital Marketing ©www.danyashea.com  FamiliesImage ref:http://www.wowowow.com/relationships/fathers-days-joel-schwartzberg-317073Jay JonesBackgroundJay grew up in a middle middle-class family in the Midwest. He has a sister who is tenyears older than him. After high school, Jeff attended a state university and married hiscollege sweetheart after graduation. He is very family-oriented and takes pride infinancing his family’s busy extra-curricular activities. Jeff’s wife is a teacher at aprestigious private school in town.Demographics44; M; married; college degree; project manager for IT firm; four kids in middle and highschool; annual household income of $250,000Persona Type – MethodicalJeff does everything with thought and intention. His kids joke that he is slower than aturtle at making decisions. It is because he cares so much for his family that hegathers all the facts about a situation before he considers all the angles and decideswhich one is right for a particular scenario.RoleJay is buying for himself, his wife, and his four children.Buying HabitsJay researches everything for months before he makes a purchasing decision. He likesto involve everyone in the family in the decision making process and have a unanimousteam-building outcome. He is willing to pay a premium for quality.
  5. 5. DanyaShea Digital Marketing ©www.danyashea.com  Media ConsumptionAll day at the office, Jay is able to surf the web for information as he conducts his work.He prefers online periodicals and journals, but does have multiple subscriptions tonewspapers and magazines delivered to his home. Jay carries two mobile devices withhim (one for work use and one for personal use) and is always reaching for one of them.He also has a desktop Mac at home and a personal laptop.Conversion GoalsFor Jeff, the most effective call to action will be PLAN YOUR TRIP. This gives him thefreedom and space to gather the pertinent information he needs, while moving himtowards a buying decision. A secondary call to action is REQUEST BROCHURE. Byreceiving a brochure at home, he can involve the family in his decision and keep thevisual reminder nearby until a decision has been made.SAMPLE Banner Ad
  6. 6. DanyaShea Digital Marketing ©www.danyashea.com  DINK (Double Income No Kids)Image ref: www.sxc.hu image id 20060502Jeff KovacBackgroundJeff grew up the middle child of a lower middle-class family and learned how to workhard and diligently. Though he never attended college, he began working at a nationalcourier company out of high school and has received numerous promotions over theyears. He lives with his long-time fiance who works as a nurse. Since Jeff works hard,he knows how to play hard and enjoys trips and toys.Demographics31; M; Caucasian; lives with fiance; no college; no kids; general manager; annualhousehold income of $85,000Persona Type - SpontaneousJeff believes life is meant to be enjoyed. He is generous (to a fault) with his family andfriends, and isn’t worried about the future.RolesHe is buying for himself and his fiancé, but is likely to think of a buddy or two that hecould share a great find with.Buying HabitsJeff will buy whatever feels right at the time. Though he and his fiancé have a “doubleincome no kids” profile, they have little financial reserves to show for it. They are bothlifestyle people and prefer to spend their hard earned money on the things that makethem happy today, rather than see it sitting untouched in an IRA.Media ConsumptionAfter a long day, Jeff likes to unwind in front of the tv for a few hours. Before bed he islikely to surf the net for a while, but mainly video sites like YouTube. Access to media isprimarily restricted to his home and friend’s houses.
  7. 7. DanyaShea Digital Marketing ©www.danyashea.com  Conversion GoalsA primary call to action that will appeal to Jeff is ADD TO CART. This appeals to hisspontaneous nature and helps him imagine physically owning the exciting product. Asecondary call to action for Jeff is WATCH DEMO. If he isn’t sold enough on the coolfactor, watching a short, dynamic online demo will get the audio/visual input excited andlead to better buying readiness.SAMPLE Banner Ad
  8. 8. DanyaShea Digital Marketing ©www.danyashea.com  SCOUT TROOP Den MotherImage ref: www.sxc.hu image id 1179676Jackie MichaelsBackgroundJackie was raised in a middle middle-class family and is the second of four kids. Shegrew up doing scouts with her siblings and had very active parents in the scout troop.Throughout high school Jackie could always be counted on to help with whatevercharitable event was going on, and she spent summers as a camp counselor throughher teen years and while attending the local junior college. Jackie finds great purposeand satisfaction as a den mother for her children’s scout troops, and in serving on theschool PTA board.Demographics34, Hispanic/Caucasian, F, stay-at-home mom, three elementary-aged children, somecollege, annual household income of $55,000Persona Type – HumanisticSo that she can stay home to raise her three children, Jackie is very conscientiousabout finances. She is very relational, and so prefers to make decisions from anemotional place, rather than a logical one. She also likes to feel confident about herchoices, and doesn’t like to be rushed or pressured into things.RoleJackie is buying for herself, her three elementary-aged children, and her busy workinghusband. She is also a leader in the scouts’ troops and PTA, so can influence groupbuying decisions as well.Buying HabitsWith Jackie, no penny goes unaccounted for. Though she is conscientious aboutexpenditures, she knows how to splurge at the right time to get a great deal. Jackiealso never pays full price.
  9. 9. DanyaShea Digital Marketing ©www.danyashea.com  Media ConsumptionWith running a full house, and parenting three active children, Jackie doesn’t have muchtime for media. She may spend 1 to 2 hours per day online doing emails, keeping upwith friends on a social network, or making a purchase. She rarely has time fortelevision, and can’t handle the distraction of a mobile device. She is known to alwayshave the radio going in the background with great, upbeat tunes. Her primary sourcefor media is in her home on a rather outdated PC.Conversion GoalsFor Jackie, a successful primary call to action would be SHOP & COMPARE. Thisappeals to her desire to make deliberate financial choices, and also helps her justify theexpense. A good secondary call to action would be GET FREE CAMPING TIPS. Thisappeals to her thrifty side, and lets her make the most of her limited time online.SAMPLE Banner Ad

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