Buyer Persona Overview
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Transcript of Buyer Persona Overview
Buyer Persona Overview
September,2015
Clark the Communications ManagerBACKGROUND: • In charge of communication strategies for
lifestyle brand that sponsors surf team• Remained comfortably at the same company
for 6 years.• Experienced but too comfortable in routine• single, surfer, traveler
DEMOGRAPHICS:• Male• 35-50• $70,000 • suburbs of California
IDENTIFIERS:• relaxed and cheerful• adventurous
Clark the Communications Manager
GOALS:• Increase fan base for brand and its team in the
surfing community• More athletes interested in signing
CHALLENGES:• Dynamic competitor brands that have signed top
surfers already• Lack of consumer advocates
HOW WE HELP:• Engage with the same users on social media that are
engaging with competitors. • Provide insider information (videos, quotes) about the
athletes, the brand and share additional industry news. • Schedule posts using social media tools and
editorial calendars, evaluate progress during implementation of the communications plan.
• Host an event, either fundraiser or party, that will make people want to get up close and personal with the brand.
Conduct interviews with your target audience to learn about their goals and challenges in more detail.
REAL QUOTES:• “We need to get this company back to
where it was when it built its name.”• “I don’t have time to change anything
because I am busy managing what we already have, and people already know our name just not as well as they used to.”
COMMON OBJECTIONS:• “We aren’t like our competitors
we don’t necessarily want to do the same dynamic things they are doing to get attention.”
Clark the Communications Manager
MARKETING MESSAGING:• Use social media platforms
to appeal to more millennials and especially rising talent in surfing community.
ELEVATOR PITCH:• I will help you curate content
that millennials will want to promote over their own social media.
Clark the Communications Manager
ExamplesSocial Media Messaging:• Curate content that appeals to
the target audience while participating in conversations across social media platforms.
• Example: RedBull uses this simple post to spread their message to those participating in conversations about #NationalPoetryDay.
ExamplesSocial Media Messaging:• Have well-known professionals
act as brand advocates over social media.
• Example: Julian Wilson promotes a product on his personal Instagram account for Hurley, one of his sponsors.
ExamplesEngagement:• Take increments of time each
day to respond to those who have been reaching out over social media.
• Answer any questions quickly and thoroughly.
• Nixon does a great job of engaging over Twitter.
• Social media contests and giveaways are good ways to get consumers talking about your brand.