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Buyer Personas

Buyer personas are fictional representations of typical customers, combining demographics, behaviors, motivations, and needs. Unlike market segments, buyer personas offer a nuanced view of customers, enabling businesses to tailor products and marketing. Creating effective personas involves answering key questions about demographics, lifestyle, interests, influences, and emotional perspectives. Understanding these aspects can improve engagement and customer satisfaction. Explore the advantages of marketing to buyer personas over segments, enhancing your brand's outreach and effectiveness.

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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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