eROI Presents: Personas, Segmentation and WHY

PERSONAS, SEGMENTATION & WHYJUNE 19, 2013

eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART

THE NEED TO KNOW MORE

CREATING PERSONAS

PERSONA EXAMPLES

SEGMENTATION

WHAT'S NEXT

CONTENTS



Basic demographics no longer suffice.

1

THE NEED TO KNOW MORE

You can no longer look at a generalized group (Men, 25-54, HHI $50k, Interested in Cycling) and claim that "this makes up my entire audience".

Lifestyle changes are happening quickly, driven by rapid innovation and technology.

How we consume media changes and adapts every day. So should my approach.

What's true of a person one week might completely change the next.


We need to truly understand our audience's unique situations, behaviors and motivations

1

CREATING PERSONAS

Effective personas are built on behavioral and attitudinal insights rather than demographic pigeonholes (Age, Gender, Ethnicity, Location)

We need to look at our audience with the same criteria that we look at ourselves.

● What drives our behavior? ● What makes us tick? ● What are our true motivations?

What factor's of a person's life are really the underlying motivators to purchase?


Talk to your audience. Conduct interviews. Lots of interviews. Have holistic conversations and gain an understanding beyond simple purchasing habits and consumption patterns. Compile your findings, identify patterns, create a framework for a real person.

1

CREATING PERSONASDO YOUR HOMEWORK

Personas have personality. Be descriptive, as though you're describing someone very familiar to you.

BE SPECIFIC

Apply what you know. Specific product types attract specific audience types. Use your intuition to establish a baseline of who your target is and build from there.

USE YOUR INTUITION

PERSONA EXAMPLES

2

CLIENT EXAMPLEOnline community/app of like-minded fitness enthusiasts built around motivating and encouraging your network to live active, fit lives. After working closely with the client in the Discovery phase, we identified the following personas as representative of our client's target...

eROI / 505 NW COUCH, SUITE 300 / PORTLAND, OR 97209 / eROI.COM / PERFORMANCE IS ART 1

SEGMENTATION

One size no longer fits all. Now that we understand the different types of people in our audience, we can create specific segments to customize our marketing plans around.

ASK YOURSELF...

What type of media does this person respond to? How are they consuming media, different from the other segments? Where can we find them?What does this person need to hear to motivate them and when do they need to hear it?What types messages resonate? What do we need to avoid?

THE RIGHT MESSAGE FOR THE RIGHT AUDIENCE

EXERCISEWhat types of criteria could we use to create a persona?

What do we need to know about our target help us better understand them?

What information will give us the full picture of who they REALLY are?

WHAT'S NEXT


PERSONA CRITERIA CHOSEN...NAMEDAY IN THE LIFEJOB TITLEGENDERAGE/GENERATIONMEDIA CONSUMPTION/TECH USETOP 3 PROBLEMS/CONCERNSHOBBIES/HOW THEY SPEND FREE TIMEHOUSEHOLD INCOME/BUDGET/DISCRETIONARY SPENDINGHOW THEY MAKE PURCHASE DECISIONS/RELIANCE ON FRIENDS/FAMILYBRAND PREFERENCE/LOYALYPERSONAL BRAND/HOW THEY SEE THEMSELVES

WHAT'S NEXT


eROI Presents: Personas, Segmentation and WHY

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Transcript of eROI Presents: Personas, Segmentation and WHY