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Personality 341/1 A January 27st 2016

341 1b version
by

Adrienne Czerwin-Abbott

on 8 February 2016

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Transcript of Personality 341/1 A January 27st 2016

The big
WHY
What is
your product/service?
Who is
your market?
Who is
behind the company?
Who is
your competition?
What is
your
competitive advantage?
TIP:
Be inspirational
First this:
Personality
Trait/Nomothetic
Self Concept/Idiographic
The End
Dove Redefines Self
Through 'Selfie' Campaign
Buyer personas are fictional, generalized representations of your ideal customers. They help you understand your customers (and prospective customers) better and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups.


What Are Buyer Personas?

Whereas a buyer persona is a representation of a
tyical customer, a negative - or “exclusionary”
persona is a representation of who you don’t want as a customer.


What Are Negative Personas?

At the most basic level, personas allow you to personalize or target your marketing for different segments of your audience. For example
instead of sending the same lead nurturing emails to everyone in your database, you can segment by buyer persona and tailor your messaging according to what you know about those different personas.


How Can You Use Personas?

When combined with lifecycle stage
(i.e. how far along someone is in your sales cycle), buyer personas also allow you to map out and create highly targeted content.



How Can You Use Personas

Buyer personas are created through research, surveys, and interviews of your target audience.
That includes a mix of customers, prospects, and those outside of your contact database who might align with your target audience.



How Do You Create Buyer Personas?

Look through your contacts database to uncover trends about how certain leads or customers find and consume your content.






(continued)

How Do You Create Buyer Personas?

How Do You Create Buyer Personas?

Calm demeanor
Probably has an assistant screening calls
Asks to receive collateral mailed/printed

Skews female
Age 30-45
Dual HH Income: $140,000
Suburban

We give you an intuitive database that integrates with your existing software and platforms, and lifetime training to help new employees get up to speed quickly.

Integrated HR Database Management

The Beauty Experiment
The strongest buyer personas are based on market research as well as on insights you gather from your actual customer base (through surveys, interviews, etc.). Depending on your business, you could have as few as one or two personas, or as many as 10 or 20. (Note: If you’re new to personas, start small! You can always develop more personas later if needed.)
This could include, for example, professionals who are too advanced for your product or service, students who are only engaging with your content for research/knowledge, or potential customers who are just too expensive to acquire (because of a low average sale price, their propensity to churn, or their unlikeliness to purchase again from your company.)
If you take the time to create negative personas, you’ll have the added advantage of being able to segment out the “bad apples”
from the rest of your contacts, which can help you achieve a lower cost-per-lead and cost-per-customer (and see higher sales productivity).

Here are some practical methods for gathering the information you need to develop personas:

Primary Research
Interview customers either in person or over the phone or use focus groups to discover what they like about your product or service.
When creating forms to use on your website, use form fields that capture important persona information. (For example, if all of your personas vary based on company size, ask each lead for information about company size on your forms. You could also gather information on what forms of social media your leads use by asking a question about social media accounts.)
Take into consideration your sales team's feedback on the leads they are interacting with most. (What types of sales cycles does your sales team work with? What generalizations can they make about the different types of customers you serve best?)

Take into consideration your sales team's feedback on the leads they are interacting with most. (What types of sales cycles does your sales team work with? What generalizations can they make about the different types of customers you serve best?)
Is there a REAL SELF?
Trait / Law setting / Nomothetic approach 1960’s

This approach classifies people according to their dominant traits or characteristics. The aim of this approach was to study personality in a strictly scientific fashion. According to the Trait theorists each person’s personality contains traits that are purely inherited. The varying amount of each trait a person possesses account for differences in personality. The personality is measured by questionnaire.

Trait / Law setting / Nomothetic approach 1960’s

This approach classifies people according to their dominant traits or characteristics. The aim of this approach was to study personality in a strictly scientific fashion. According to the Trait theorists each person’s personality contains traits that are purely inherited. The varying amount of each trait a person possesses account for differences in personality. The personality is measured by questionnaire.


This approach classifies people according
to their dominant traits or characteristics. The aim of this approach was to study personality in a strictly scientific fashion. According to the Trait theorists each person’s personality contains traits that are purely inherited. The varying amount of each trait a person possesses account for differences in personality. The personality is measured by questionnaire.

Trait approach to the study of Personality 1960’s
the questionnaire approach

The development of the questionnaire proceeds as follows:

Firstly the Trait theorist observes the behavior of people who are known to exhibit a certain personality trait.

A large number of questions are developed that seem to reflect that actual behaviour.

The questions are then administered to samples of people known to possess that trait, to screen out invalid questions and those that duplicate other questions.

The development of the questionnaire proceeds as follows:

Firstly the Trait theorist observes the behavior of people who are known to exhibit a certain personality trait.

A large number of questions are developed that seem to reflect that actual behaviour.

The questions are then administered to samples of people known to possess that trait, to screen out invalid questions and those that duplicate other questions.

Raymond Cattell went further- he
used a dictionary to generate words
which described personality and through
factor analysis reduced these words to
16 dimensions

Tests used today in
Recruitment
Self Concept / Idiographic
Approach 1970's
How to measure Brand
Personality

How Trait theory is
used by Marketers
How to measure how
consumers perceive
Brand Personas

Data Mining and Analytics
SEO- Google Analytics
key words, links
YouTube Analytics
SEM- search engine marketing
key search words, queries
Google Adwords campaign analytics
SM (Social Media) analytics
Facebook, Twitter, Google +
Instagram, Pinterest
LinkedIn (good for B2B)
for B2B or B2C
Full transcript