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

1. CUSTOMER PERSONAS:
DO YOU KNOW YOUR
CUSTOMERS
Trends Talk 2013 – Content Marketing
Presented By:
James Loveys Chris Kane
@jamesloveys @ckane1991

2. WHAT IS A
CUSTOMER PERSONA

3. TARGET MARKET PROFILE VS
CUSTOMER PERSONA
Target Market
Profile
Customer Persona
 Geographics
 Name
 Psychographics
 Face
 Demographics
 Life
 Personality

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. Gender
 Male
 Female
 Unisex

6. Age
 Try to be Specific
 Simplest part of a
Customer Persona

7. Profession
 B to B
 B to C
 Makes the Persona
more accurate
 How well do they
know the product

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. Purpose
 Why do they buy your
product
 What are the
applications of your
product

10. Education
 Education Level
 How do they prefer to
receive product
information
 Makes your profile
deeper

11. Free Time
 How do they spend
their free time
 Hobbies
 Interests
 TV Shows/Movies
 Eating Habits
 Music
 Books

12. Buying Decision
 What factors affect
their decision to buy
 Price
 Features
 Usability
 Customer Service
 Re-sell Value

13. Shopping Habits
 What else do they
buy
 What else can you
offer them
 What else are they
looking for

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. SAMPLE CUSTOMER
PERSONA

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. QUESTIONS

18. THANK YOU