Hurdle Busters:HOW TO:

Create Customer Personas to Streamline Branding

Create ContextName

Where are you from

What do you do / working on

How did you hear about Eureka

What’s the problem - Depends on where in business cycle you are

-Product / Service isn’t Validated-You have no tribe-You have no customers-Your customers are not loyal / buying -You are misunderstood-You don’t feel relevant

Why Create The Persona

Only if you can think like, feel like, and behave like your audience, will you be able to communicate with

them effectively.-MarketingBeforeFunding.com

3 Steps

1) Collect Data

2) Segment Data

3) Tell the story Create a positioning statement for each distinct customer sector.

Use a consistent format such as "for this target audience, our product provides these important benefits that our competitors cannot match." Use the positioning statement to create compelling messages to motivate the prospect to buy. Incorporate the key elements of the positioning statement in all your marketing communications so that prospects receive consistent messages at each point of contact with your company.

Layer Your Data

Other’s SURVEYING:1) Offline Data (sometimes find online)

2) Online Data (already gathered or pulled from YOU)

YOUR Surveying3) Verbal Data (Open ended questions from those using a similar product / service)

4) Observed (FACT) Data (people mean what they do, not what they say)

MARKET FORUMS / GROUPS (tribe understanding)

● Dedicated, Facebook, LinkedIn, Google+

● Participate & build relationships

● Answer questions (don’t sell)

● What conversations are going on?

● What words are being used?

● What emotions are expressed?

● What opinions are popular?

● What beliefs are common?

● How to they like to be contacted? (dislike?)

● Who are the influencers?

Chris Mohritz - SlideShare - How To Create Marketing Magichttp://www.slideshare.net/ChrisMohritz/how-to-create-marketing-magic-messagetomarket-match

KEY:People don’t always KNOW what they want

(even if they’re currently engaged)

← Malcolm Gladwell Ted Talk onChoice, Happiness, & Spaghetti Sauce

Group Data & Time To Build

Use this “template”

(Or Find another template): “Customer Persona Google Doc”)Build it like a “Facebook Profile”

https://goo.gl/3vK54z

https://goo.gl/3vK54z

Answer these: 1. Name and title. (make it as personal as possible)

2. Basics.

demographics and psychographics — age, gender, location,

family life, Financial situation, likes and dislikes, location on the

adoption curve, spending habits (especially related to your

industry).

3. Professional and personal background.

Consider information such as job history, role, leisure activities,

where are they philanthropic, what are their beliefs, religious

practices, ec.

4. Quote / Attitude

Do they already have reservations about your industry, your

product, etc.

5. Technical BackgroundWhat products are they using daily? Weekly? Monthly? How willing are they to try something new (adoption curve)How comfortable / resistant to change

6. Favorite Websites

7. Life goals.Understand what these people want out of life to know HOW to reach them, & if you can serve them 1 time, for a year, for a lifetime, etc.

8. Want / Need Statements --They TELL you want they want (Verbal) --They SHOW you what they need (Actionary - Data)

Common Mistakes

-Making it perfect -Basing it on ONE real customer-Only using ONE profile-Getting hyper-focused on unimportant details

Dive In:http://contentmarketinginstitute.com/2012/08/4-common-persona-mistakes-to-avoid/

Actions: To do:● Collect Data

● Segment (have multiple profiles for different type of people), ● Build Profile

Continue to gain understanding & Build Your Tribe

Connect:Chelsea Dygert

Dygert #ConsultMent252-717-9919

Chelsea@DygertConsultMent.com

@cimforgiven

at Local coffee shop #YesPhx