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Create Customer Personas

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Gearbox Experiential
Gearbox Experiential

By understanding the needs of your audience, it is possible to identify and design the services and features that support customers with different goals. Personas help direct the vision and design of a web solution, marketing campaign, product feature set, or service offering. This presentation is an introduction to personas and how to create them.

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Customer Personas An introduction to personas and how to create them Caius Tenche, Creative Director Gearbox Experiential caius@gearboxexp.com | gearboxexp.com | @gearboxexp Copyright © Gearbox Experiential, 2019
Who are you marketing to? Who are you creating content for? Is your website generating the desired traffic? Are your leads qualified or an annoyance? What is your conversion rate? Gearbox Experiential | gearboxexp.com | @gearboxexp
A persona is a composite character sketch representing a segment of a target audience Personas help you understand the person that’s interacting with your website, call centre, ticket office, social media channel… Gearbox Experiential | gearboxexp.com | @gearboxexp
–Donald A. Norman, The Design of Everyday Things “A major virtue of personas is the establishment of empathy and understanding the individual who uses the product.” Gearbox Experiential | gearboxexp.com | @gearboxexp
Segments. Cohorts. Personas. Gearbox Experiential | gearboxexp.com | @gearboxexp
But my target audience is everybody Gearbox Experiential | gearboxexp.com | @gearboxexp
But I already know my customer Gearbox Experiential | gearboxexp.com | @gearboxexp
Demographics vs. Personas • Male • Born in the UK in 1948 • Successful • Multiple marriages • Multi-millionaire • Multiple children • Loves dogs • Holidays in the Alps This slide from Sarah Flamion’s (Salesforce) presentation, User Personas Gearbox Experiential | gearboxexp.com | @gearboxexp
Google, Facebook, Twitter, oh my! Whether you want to go down this path or not 1.9 billion users per month 1.4 billion active users 2.3 billion users per month 1 billion users per month 320 million users per month Gearbox Experiential | gearboxexp.com | @gearboxexp
Affinity Segments Image from Michael King’s (iPullRank) presentation, How I Solved (Not Provided) Gearbox Experiential | gearboxexp.com | @gearboxexp
This is How Google Sees Me Gearbox Experiential | gearboxexp.com | @gearboxexp
Your Turn https://www.google.com/settings/ads Gearbox Experiential | gearboxexp.com | @gearboxexp
Build Personas Image from Michael King’s (iPullRank) presentation How I Solved (Not Provided) Gearbox Experiential | gearboxexp.com | @gearboxexp
Layering Data Source A Source B Data that makes up the persona Qualitative & Quantitative Sources Affinity Mapping User interviews Open-ended surveys Focus groups Content analysis Text mining Ethnography Social listening Surveys Segmentation tools Analytics User profiles Internal data Venn diagram from Michael King’s (iPullRank) presentation Personas: Understanding the User Behind the Visit Gearbox Experiential | gearboxexp.com | @gearboxexp
Pulling It All Together 1 State Your Business Goal 2 Frame with Demographics 3 Gather User Needs 4 Add Colour with Psychographics “This goal of this persona is to identify a segment of the audience that shares or links to content but hasn’t purchased a membership.” Gearbox Experiential | gearboxexp.com | @gearboxexp
Universe User Persona by Arthur Chayka via Dribbble Gearbox Experiential | gearboxexp.com | @gearboxexp
Key Features 1 2 3 4 5 6 7 8 9 10 11 1 2 3 4 5 6 7 8 9 10 11 Semi-fictional character Day in their life Demographic info Persona’s goals Pain points Information search process Type of experience desired Common objections Story format Alliterative name [adjective][name] Memorable image Persona from Lisa Toner’s article What Does a Great Buyer Persona Look Like? Dissecting 3 Real-Life Examples Gearbox Experiential | gearboxexp.com | @gearboxexp
Now What? Circulate and evangelize. Tell their story. Include them in your meetings and decisions. Dynamic Targeting User Journey Mapping Content Marketing Drive Design Decisions Lead Scoring Qualify Users Justify Business Cases Improve Keyword Search Gearbox Experiential | gearboxexp.com | @gearboxexp
Marketing Funnel Awareness Familiarity Consideration Purchase Loyalty Data Visualization Articles Tools Guides Event/Community Gearbox Experiential | gearboxexp.com | @gearboxexp
Journey map via laurapatti.com Gearbox Experiential | gearboxexp.com | @gearboxexp
TSO Customer Experience Map image by Kickframe Gearbox Experiential | gearboxexp.com | @gearboxexp
Segment. Measure. Create. Regardless of channel, customer personas let you build a closer connection with your customer and become a more effective marketer. Gearbox Experiential | gearboxexp.com | @gearboxexp
All done! Caius Tenche Creative Director Gearbox Experiential caius@gearboxexp.com www.gearboxexp.com @gearboxexp Copyright © Gearbox Experiential, 2019

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Create Customer Personas

  • 1. Customer Personas An introduction to personas and how to create them Caius Tenche, Creative Director Gearbox Experiential caius@gearboxexp.com | gearboxexp.com | @gearboxexp Copyright © Gearbox Experiential, 2019
  • 2. Who are you marketing to? Who are you creating content for? Is your website generating the desired traffic? Are your leads qualified or an annoyance? What is your conversion rate? Gearbox Experiential | gearboxexp.com | @gearboxexp
  • 3. A persona is a composite character sketch representing a segment of a target audience Personas help you understand the person that’s interacting with your website, call centre, ticket office, social media channel… Gearbox Experiential | gearboxexp.com | @gearboxexp
  • 4. –Donald A. Norman, The Design of Everyday Things “A major virtue of personas is the establishment of empathy and understanding the individual who uses the product.” Gearbox Experiential | gearboxexp.com | @gearboxexp
  • 5. Segments. Cohorts. Personas. Gearbox Experiential | gearboxexp.com | @gearboxexp
  • 6. But my target audience is everybody Gearbox Experiential | gearboxexp.com | @gearboxexp
  • 7. But I already know my customer Gearbox Experiential | gearboxexp.com | @gearboxexp
  • 8. Demographics vs. Personas • Male • Born in the UK in 1948 • Successful • Multiple marriages • Multi-millionaire • Multiple children • Loves dogs • Holidays in the Alps This slide from Sarah Flamion’s (Salesforce) presentation, User Personas Gearbox Experiential | gearboxexp.com | @gearboxexp
  • 9. Google, Facebook, Twitter, oh my! Whether you want to go down this path or not 1.9 billion users per month 1.4 billion active users 2.3 billion users per month 1 billion users per month 320 million users per month Gearbox Experiential | gearboxexp.com | @gearboxexp
  • 10. Affinity Segments Image from Michael King’s (iPullRank) presentation, How I Solved (Not Provided) Gearbox Experiential | gearboxexp.com | @gearboxexp
  • 11. This is How Google Sees Me Gearbox Experiential | gearboxexp.com | @gearboxexp
  • 13. Build Personas Image from Michael King’s (iPullRank) presentation How I Solved (Not Provided) Gearbox Experiential | gearboxexp.com | @gearboxexp
  • 14. Layering Data Source A Source B Data that makes up the persona Qualitative & Quantitative Sources Affinity Mapping User interviews Open-ended surveys Focus groups Content analysis Text mining Ethnography Social listening Surveys Segmentation tools Analytics User profiles Internal data Venn diagram from Michael King’s (iPullRank) presentation Personas: Understanding the User Behind the Visit Gearbox Experiential | gearboxexp.com | @gearboxexp
  • 15. Pulling It All Together 1 State Your Business Goal 2 Frame with Demographics 3 Gather User Needs 4 Add Colour with Psychographics “This goal of this persona is to identify a segment of the audience that shares or links to content but hasn’t purchased a membership.” Gearbox Experiential | gearboxexp.com | @gearboxexp
  • 16. Universe User Persona by Arthur Chayka via Dribbble Gearbox Experiential | gearboxexp.com | @gearboxexp
  • 17. Key Features 1 2 3 4 5 6 7 8 9 10 11 1 2 3 4 5 6 7 8 9 10 11 Semi-fictional character Day in their life Demographic info Persona’s goals Pain points Information search process Type of experience desired Common objections Story format Alliterative name [adjective][name] Memorable image Persona from Lisa Toner’s article What Does a Great Buyer Persona Look Like? Dissecting 3 Real-Life Examples Gearbox Experiential | gearboxexp.com | @gearboxexp
  • 18. Now What? Circulate and evangelize. Tell their story. Include them in your meetings and decisions. Dynamic Targeting User Journey Mapping Content Marketing Drive Design Decisions Lead Scoring Qualify Users Justify Business Cases Improve Keyword Search Gearbox Experiential | gearboxexp.com | @gearboxexp
  • 19. Marketing Funnel Awareness Familiarity Consideration Purchase Loyalty Data Visualization Articles Tools Guides Event/Community Gearbox Experiential | gearboxexp.com | @gearboxexp
  • 20. Journey map via laurapatti.com Gearbox Experiential | gearboxexp.com | @gearboxexp
  • 21. TSO Customer Experience Map image by Kickframe Gearbox Experiential | gearboxexp.com | @gearboxexp
  • 22. Segment. Measure. Create. Regardless of channel, customer personas let you build a closer connection with your customer and become a more effective marketer. Gearbox Experiential | gearboxexp.com | @gearboxexp
  • 23. All done! Caius Tenche Creative Director Gearbox Experiential caius@gearboxexp.com www.gearboxexp.com @gearboxexp Copyright © Gearbox Experiential, 2019