CUSTOMER PERSONA “A buyer persona is a detailed description of someone who represents your target audience. This persona is fictional but based on deep research of your existing or desired audience. You might also hear it called a customer persona, audience persona, or marketing persona. You can’t get to know every customer or prospect individually. But you can create a customer persona to represent your customer base. (That being said: since different types of customers may buy your products for different reasons, you might need to create more than one buyer persona.) You’ll give this buyer persona a name, demographic details, interests, and behavioral traits (including a consumption biography of what other items this person could also own besides your product). You’ll understand their goals, pain points, and buying patterns. You can even give them a face using stock photography or illustration if you want. Basically, you want to think about and speak about this model customer as if they were a real person. This will allow you to craft marketing messages targeted specifically to them.” CHALLENGE Pizza 4P’s (https://pizza4ps.com) was founded in 2011 by a Japanese married couple, the Masukos. Pizza 4Ps is well known for its excellent dining experience with uncommon yet remarkable European food recipes. All sorts of customers enjoy the food and services here. Choose ONE customer group that you believe to be an attractive target for 4P’s service and create a persona to represent this group. Analyze about their possible actual versus ideal selves Discuss the gap between their actual and ideal selves, then employ “fantasy appeal” to develop a communication idea that shows how your product can bridge this gap
CUSTOMER PERSONA
“A buyer persona is a detailed description of someone who represents your target audience. This persona is fictional but based on deep research of your existing or desired audience.
You might also hear it called a customer persona, audience persona, or marketing persona.
You can’t get to know every customer or prospect individually. But you can create a customer persona to represent your customer base. (That being said: since different types of customers may buy your products for different reasons, you might need to create more than one buyer persona.)
You’ll give this buyer persona a name, demographic details, interests, and behavioral traits (including a consumption biography of what other items this person could also own besides your product). You’ll understand their goals, pain points, and buying patterns. You can even give them a face using stock photography or illustration if you want.
Basically, you want to think about and speak about this model customer as if they were a real person. This will allow you to craft marketing messages targeted specifically to them.”
CHALLENGE
Pizza 4P’s (https://pizza4ps.com) was founded in 2011 by a Japanese married couple, the Masukos. Pizza 4Ps is well known for its excellent dining experience with uncommon yet remarkable European food recipes. All sorts of customers enjoy the food and services here.
- Choose ONE customer group that you believe to be an attractive target for 4P’s service and create a persona to represent this group.
- Analyze about their possible actual versus ideal selves
- Discuss the gap between their actual and ideal selves, then employ “fantasy appeal” to develop a communication idea that shows how your product can bridge this gap
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