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Buyer Personas

Buyer Personas. MKT 3850 Dr. Don Roy. What is a Buyer Persona?. A fictional representation of a typical customer that combines: Demographic characteristics Behaviors (offline and online) Motivations and goals Values Needs and concerns. Personas vs. Segments.

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Buyer Personas

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  1. Buyer Personas MKT 3850 Dr. Don Roy

  2. What is a Buyer Persona? • A fictional representation of a typical customer that combines: • Demographic characteristics • Behaviors (offline and online) • Motivations and goals • Values • Needs and concerns

  3. Personas vs. Segments Personas and segments share one feature: Most businesses/brands will have more than one persona that they serve via their products or services.

  4. How to Create a Buyer Persona: 12 Questions to Ask • What are their demographics? • What is their lifestyle? • What are their interests? • Who influences their product choices?

  5. How to Create a Buyer Persona: 12 Questions to Ask • What are their personal goals? • What are they like from an emotional perspective? • What are their past behaviors? • Why do they interact with your company and your competitors?

  6. How to Create a Buyer Persona: 12 Questions to Ask • What do they want from your company? • Where do they look for information about your product category? • What type of information do they want? • Where are they when they look for information? Source: Heidi Cohen “How to Create Marketing Personas,” March 31, 2011, accessed June 26, 2013 at http://heidicohen.com/marketing-persona/.

  7. The Persona Advantage • After reviewing persona examples on Flipboard (Institute for Healthcare Improvement, Warehouse 1, and Goodbye Crutches), reflect on the following: • What would be advantages of marketing to buyer personas instead of customer segments?

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