Marika and Marie have the same age, the same status, the same interest also, and they come from the same city. In my database are in the same subgroup, so i can send them a standard message, what is wrong in that? Let’s go deeper, both of them like the mountain yes, but how do they live the activities there? One like the mountain as she can meet her frends, walk there and satisfy so her need to be part of a group, the otehr like the mountain as let her feel alive trying week after week to improve her mountain competence.
Personas are archetypal representations of audience segments, or user types, which describe user characteristics that lead to different collections of needs and behaviors.
We have to change the point of view and change the way in which we comunicate and create the contents, for example if we have to organize a campaign, the step would not be anymore the following:
- Create an offer
- Schedule in the calendar
- Send to mass audience
We have to change the process and the target, because we have to start not anymore from the campaign, but from the customer:
- Build profile
- Desing an experience
- Interact individualy
Why do we need personas?
We need to create the profile to get closer to our customers, this is a way to align our perceptions to the reality because we cannot just think that we can create product and services without be in touch with them because we cannot be in their mind during the moments of truth to really understand why they choose our brand and too often our perception is not the right way, maybe not totally wrong, but not optimized.
Working with personas could help the brands to focus on products and services with no energy wasting following some management idea with no relation with the reality.
Personas are fictional representations of segments of buyers based on real data reflecting their behaviors
How to create personas?
If buyer personas are representations of who buyers are, what they want to achive, what goals drive their behavior, how they think, how they buy, and why they make buying decisions based on researches, we have to find the way to collect that informations:
- Focus group
- EEG test
- purchase data
All this data could be organize in three big family:
Demographic research has the goal to collect the informations about age, gender, status, location
Goals and challenges
Goals are the reasons why that drive the behaviour of the consumers, how they buy in which favourte channels, in which time, where happen their micromoments when they decide to buy a service or product
How we can help.
How we can help represent the list of activities that a brand can do to create a relation with the consumer to support him to reach his goal through the brand activities and engagements.
According to Philip Kotler, a niche market is a group with a clear segment definition. Usually it’s a small market whose needs are not being well served.
Complementing this definition, the niche market is one group reduced with needs and/or specific wishes, willingness to meet them and economic capacity to make the purchase or acquisition.
By the way personas are not the goal, but is an intermediate step before the personalized communication, most companies infact don’t have the tools yet and their content isn’t nearly granular enough to work with Big Data and personalization, for that reason Personas have year of full life yet and is important to work on them.