INT 640 Buyer Persona Template

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School

Southern New Hampshire University *

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640

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Marketing

Date

Jan 9, 2024

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docx

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Uploaded by BailiffWren4916

INT 640 Buyer Persona Template Background How would you describe the most important customers in your industry? What customers are in your domestic and foreign target market? Are they any different? Could you create a marketing mix to engage these consumers with precision accuracy for both conventional and digital channels? It is impossible to develop a marketing mix that drives a sustainable competitive advantage for any firm if it doesn’t start with clear strategic market objectives and a crystal-clear target market segmentation to aim for. So, how well do you know your ideal customers’ backgrounds, their goals, and their challenges? How well do you understand their interests and aspirations? How old they are? Are they educated, or does that matter? Does their culture have unique norms, expectations, or mindsets informing the firm how the decisions are made? Can you walk through the day and how your product impacts it? Do they like your firm’s country? These questions may sound specific, but here’s the thing: creating very specific buyer personas can dramatically improve your business results. Buyer personas help you understand your customers (or potential customers) better. This makes it easier for you to tailor your content, messaging, product development, and services to the specific needs, behaviors, and concerns of diverse groups. In other words, you may know your target buyers are caregivers, but do you know what their specific needs and interests are? What is the typical background of your ideal buyer (Vaughan, 2018)? To fully understand what makes your best customers tick, it’s critical to develop detailed personas for your business. It’s also just as critical to develop negative personas of customers you cannot or do not want to reach (Vaughan, 2018). The strongest buyer personas are based on your own primary research as well as insights you garner from secondary industry and foreign market research. Primary research in international markets can be particularly difficult and costly. Depending on your business, you could have as few as one or two personas, or as many as 10 or 20. Therefore, personas for international market planning often rely on more secondary research about cultures, lifestyles, and even rivals and partners along the industry value chain.

Skill-Building Resources on Leveraging Marketing Personas Professionally ● Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey . Journal of Marketing, 80 (6), 69–96. ● Pruitt, J., & Grudin, J. (2003, June). Personas: Practice and theory. Paper presented at proceedings of the 2003 Conference on Designing for User Experiences (pp. 1–15). ACM. ● Revella, A. (2015). Buyer personas: How to gain insight into your customer's expectations, align your marketing strategies, and win more business . Hoboken, NJ: Wiley. Persona Template Directions While no template can be perfectly targeted to any one industry, foreign market, or firm, the analysis and creation of buyer personas to illustrate your consumer’s journey can become a standardized process adapted to your industry and firm. A quick Google search will demonstrate a variety of ways to present your personas visually. This template will help you consider essential criteria of a typical marketing persona. Remember to consider nuances of your country and industry consumers as well. Use this guide to construct at least two positive (most important) and one negative (most likely to object to purchase) marketing buyer personas. Your discussion of Milestone Two elements should integrate the personas developed here. Repeat the template as necessary in this document for the number of personas you develop. Buyer Persona One Persona Name (Enter in blank cell below) Young Urban Worker Characterize your persona by giving it a distinctive name in the blank cell below. Alyssa Indicate Persona Type (Use check box to indicate.) x☐ Positive

☐ Negative Section One: “Who” Identify your persona’s background, demographics, and country or professional-sociocultural identifiers (like demeanor and communication preferences). Fill in the blank cells in the table below. Concise Trait or Descriptor Annotations (For your project: notes, citation reminders, etc.) Personal Background Environmentally conscious, active lifestyle Professional Background Recent Graduate, Engineer Demographics Woman, Mid twenties, educated Sociocultural Identifiers From Brussels, speaks Dutch, single Optional (please title) Alyssa is a single woman in her mid 20s who is educated, living in an urban environment, and lives an active lifestyle. Section Two: “What” I dentify your persona’s goals and unique challenges, followed by what your business can do to help them achieve their goals and overcome their challenges. Fill in the blank cells in the table below. Concise Trait or Descriptor Annotations (For your project: notes, citation reminders, etc.) Goals (primary and secondary) Save money, travel more Challenges (primary and Secondary) Electric cars are expensive and hard to get, needs vehicle than can fit luggage and bike

Concise Trait or Descriptor Annotations (For your project: notes, citation reminders, etc.) rack Solutions From Firm (to help persona achieve their goals or overcome their challenges) Offer electric vehicle versions of affordable cars and hatchbacks, work to increase charger availability in Europe Optional (please title) Optional (please title) Alyssa is a single woman in her mid 20s who is educated, living in an urban environment, and lives an active lifestyle.

Section Three: “Why” Give voice to your persona. How would potential and actual customers speak to their needs, journey, and perspective? (When real quotes are available from primary research, marketers should use them. Industry articles, user websites, and so on may offer actual examples since conducting your own research is not possible.) Fill in the blank cells in the table below. Concise Trait or Descriptor Annotations (For your project: notes, citation reminders, etc.) Real Quotes Created Quotes (things the customer would likely voice about challenges and goals) “I want an electric car to save money and help the environment, but they cost too much” Common Objections (why wouldn’t they consider or buy product/service) “Ford doesn’t offer an electric car I can afford” “I don’t need a luxury SUV or Truck” Optional (please title) Optional (please title) Alyssa is a single woman in her mid 20s who is educated, living in an urban environment, and lives an active lifestyle. Section Four: “How” How should you describe your marketing messaging to this persona? Fill in the blank cells in the table below.

Concise Trait or Descriptor Annotations (For your project: notes, citation reminders, etc.) Marketing Core Message (what main benefit[s] must a message cover?) Comfortable, Affordable, Sustainable. Elevator Pitch (sell the persona on your solution[s] to their problems) Ford is developing more affordable electric vehicles that come in a variety of sizes and trims to fit all lifestyles.

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