๏ CEO & Principal,
Findsome & Winmore
๏ 20 years of digital marketing
๏ Has worked with several hundred
๏ Specialist in search marketing, social
media, Web design and content
MATTHEW W. CERTO
“The aim of MARKETING is to know and
UNDERSTAND THE CUSTOMER so well the
product or service ﬁts him and sells itself”
- Peter Drucker
๏ Marital Status
๏ Family Size
๏ Income Level
๏ What does a typical day look like for our customers?
๏ What keeps them up at night?
๏ How much disposable income do they have and how do they spend?
๏ What types of technology devices do they use and like?
๏ What does a vacation look like to them?
๏ What generational issues do they face?
๏ How do they respond to certain messages and ads?
๏ What political issues are relevant to them?
OVERLAYING A MOTIVATIONAL LENS
THE CLOUD OF CUSTOMER CONCERN
Time or Money
DEVELOPING AUDIENCE PERSONAS
Audience Profiles - XYZ Health & Fitness
Name Demographic Snapshot Motivational Overview Online Communities
64-year-old male, high net worth,
drives a Mercedes
cholesterol, high blood
pressure, and wants to avoid
29-year-old female, shares an
apartment with a roommate,
commutes on the subway, very
little disposable income
Wants to get in great shape
for her wedding and maintain
her new weight when she gets
16-year-old male, student, lives at
home, holds a part-time job
Wants to make his varsity
football team, add bulk, and
look good with his shirt off