Presentation given at the StartupChicks accelerator program marketing + technology day.

1. Why You Need to Develop
Buyer Personas

2. ©2013 iFusion Marketing LLC
How do I get
traffic to my
site?
My MVP is live.
How do I get
the word out?
Facebook,
Tumblr or
Twitter?
What do I
blog
about?
Do I need
a mobile
app?
How do I get
more
customers?

3. Buyer Personas
Roles, Goals Competition
Barriers Online behavior
Implications Industry Issues
Constraints Customers
Win Themes
Where product capabilities and
audience needs intersect
Positioning Pillars
What would a product capability that
met a certain need differentiate your
company?
Mission, Values, Tag-line
Big Idea/Positioning Statement
• Marketing
Channels
• Marketing
Programs
Key Words
/Phrases
Messaging
Marketing
program level
Sales
presentations
Sales collateral
White papers
Scripts
• Blog
• Editorial
Themes
• Web Pages
• Landing
Pages
• Microsites
Message Architecture
©2013 iFusion Marketing LLC

4. Buyer Persona
Result of
qualitative and
experiential
analysis
1
Tells you why and
how your
representative
customer buys
your product
2
Extension of
customer
discovery
3
©2013 iFusion Marketing LLC

5. Buyer Persona
Demographics: characteristics of a group of
people such as gender, race, income, etc.
Geography: The geographical location of a group of
people.
Psychographics: Personality traits, lifestyles,
values, interests, attitudes, motivations, etc.
Behavioral: Usage rate, usage pattern.
Socialgraphics: online behavior, tech aptitude
and relationships
©2013 iFusion Marketing LLC

6. A REAL WORLD EXAMPLE
©2013 iFusion Marketing LLC

7. ©2013 iFusion Marketing LLC
Design, Engineer + Produce Ultra-Light,
Ultra-Thin + Flexible Large Format LED
Displays

8. Motivations
Motivations Retailers Architectural
Firms
AV integrators/
consultants
Enhances brand image X
Enhances consumer experience X
Additional merchandising opportunity;
increase sales
X
Environmental benefit X X
Expand creative possibilities X X
Meets clients’ technical specifications X X
Meets clients’ budget X
Able to achieve favorable margin X
Provider is credible X X X

9. Deidre, Merchandising VP
Deidre is 32 years old, ambitious and
energetic. In her role as the vice president of
merchandising at a women’s apparel brand with
retail stores across the country, she is
responsible for merchandising and signage in
the company’s stores.
As a rising star in her company, she is always
looking for new ways to engage customers and
increase YoY store sales.
Recently, her team has stepped up collaboration with the ecommerce
team as part of the company’s omnichannel strategy. Deidre is
highly social media savvy and her Android device is her lifeline to
her office and her family and friends.
Deidre is a fashionista and enjoys shopping with her friends on
weekends. She is an ardent baker and the Food Network is her
favorite channel….©2013 iFusion Marketing LLC

10. David, AV Consultant
David is 40 years old and is a lead consultant at
national integration and consulting firm with a Inc.
500 and Fortune 1000 client base. He is an avid
tech and gadget geek in his personal life but is
cautious and conservative when evaluating new
technologies to recommend his clients.
His priorities are to design solutions that are sure
things and that are on budget. His successful track
record has him on the partner track at the firm.
David is a father of three young children and is an avid game hunter
and Star Trek fan. He is a member of the NRA and subscribes to
Wired magazine. David is active on industry forums but does not
participate in Linkedin groups from lack of time. He is a regular
speaker at industry conferences.
©2013 iFusion Marketing LLC

11. Quick Translation:
Brand Essence
Pillar
Pillar
Pillar
Pillar
Key
Messages
Innovation
Performance
Service
Quality
Immersive Visual
Experiences
©2013 iFusion Marketing LLC

12. ©2013 iFusion Marketing LLC
Flexible doesn’t just describe the way
we work, it’s in our product’s DNA.
Your Brand Displayed Brilliantly.
Anywhere.

13. ANOTHER EXAMPLE
©2013 iFusion Marketing LLC

14. Company makes
thumbstick extenders for
XBOX and PS3
controllers.

15. Jon, hardcore gamer
Jon is 22 years old, single and plays FPS
games for an average of 15 hours a week. He
exclusively plays FPS games on the Xbox and
regularly competes against others across
the globe. Jon is competitive and enjoys the
challenge of competing and beating his
opponents online.
He follows the pro-gaming lifestyle and circuit
and aspires to it.
©2013 iFusion Marketing LLC
His hobbies are skate-boarding and competing in BMX bike races.
He also creates in-game tutorials for his favorite titles and posts
them on YouTube and Justin.tv where he has a sizeable following.
Jon currently works at a car rental company and is in their
management trainee program.

16. Chris, avid gamer
Chris is 33 years old, engaged and holds a
bachelors degree from UNC, Chapel Hill. He
played FPS games extensively in college but
with a career as an network manager at a
regional hospital system, his schedule doesn’t
permit him to play as frequently.
He averages 4-5 hours of game play per week
and enjoys playing against his friends online or
against the game itself. Gaming makes him
feel youthful and carefree.
©2013 iFusion Marketing LLC
He has no problem purchasing accessories that would help him
improve his game. And when the latest version of his favorite games
are released, Chris pre-orders it online and spends the first
weekend of its release playing the game.
Chris also enjoys the in-game videos and tutorials on YouTube
and engages in that channel but does not produce content.any
himself.

17. ©2013 iFusion Marketing LLC
Community of 200,000+ fans who create, exchange and share content
about KontrolFreek’s brand, across forums and social networks.
Responsible for
400 percent
growth 2010 to
2011

18. PERSONAS – HANDS ON
©2013 iFusion Marketing LLC

19. Components in a Persona
1. Name and Title – include job history, role [influencer, decision-
maker, specifier, check-writer, etc.]
2. Demographics/Geo - age, gender, location
3. Psychographics – family life, likes and dislikes, location in
adoption curve (i.e. innovator, early adopter, early majority,
late majority as it pertains to a comparable product). Hobbies,
media consumption - what type, how often? Favorite shows,
magazines, industry figures, assn. Barriers to adopting your
product? Motivations for buying your product.
4. Socialgraphics – What do they do online, how often?
Who/what do that trust online?
5. Favorite websites.
6. Goals when working with a vendor/brand? Price, service,
speed?
7. Want and need statements as they pertain to your product.
©2013 iFusion Marketing LLC

20. Questions?
Jacqui Chew
@jacquichew | @LAUNCHAID
©2013 iFusion Marketing LLC