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Customer Persona - Trends Talk 2013

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How well do you know you customer - The Importance of creating detailed Customer Personas and how it can help your business

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Customer Persona - Trends Talk 2013

  1. 1. CUSTOMER PERSONAS: DO YOU KNOW YOUR CUSTOMERS Trends Talk 2013 – Content Marketing Presented By: James Loveys Chris Kane @jamesloveys @ckane1991
  2. 2. WHAT IS A CUSTOMER PERSONA
  3. 3. TARGET MARKET PROFILE VS CUSTOMER PERSONA Target Market Profile Customer Persona  Geographics  Name  Psychographics  Face  Demographics  Life  Personality
  4. 4. 9 Key Components for Customer Personas 1. Gender 2. Age 3. Profession 4. Financial Situation 5. Purpose 6. Education 7. Free Time 8. Buying Decision 9. Shopping Habits
  5. 5. Gender  Male  Female  Unisex
  6. 6. Age  Try to be Specific  Simplest part of a Customer Persona
  7. 7. Profession  B to B  B to C  Makes the Persona more accurate  How well do they know the product
  8. 8. Financial Situation  Most important part of your Customer Persona  Don’t focus on the bank account  How easy do they make the decision to buy
  9. 9. Purpose  Why do they buy your product  What are the applications of your product
  10. 10. Education  Education Level  How do they prefer to receive product information  Makes your profile deeper
  11. 11. Free Time  How do they spend their free time  Hobbies  Interests  TV Shows/Movies  Eating Habits  Music  Books
  12. 12. Buying Decision  What factors affect their decision to buy  Price  Features  Usability  Customer Service  Re-sell Value
  13. 13. Shopping Habits  What else do they buy  What else can you offer them  What else are they looking for
  14. 14. HOW CUSTOMER PERSONAS HELP 1. Address specific people 2. Address specific problems 3. Address specific beliefs 4. Pinpoint accurate placement 5. Showcasing the right price range
  15. 15. SAMPLE CUSTOMER PERSONA
  16. 16. WHERE TO START 1. Look Internally – What do you already know 2. Look Externally – What do others know 3. Ask your customers – They know themselves better then anyone
  17. 17. QUESTIONS
  18. 18. THANK YOU

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