Transcript: 196,303 participants in 2014 triathlons Psychographic Alex Lynch $140,000 annual income Demographics Married for 9 years Behavioral Corporate Realtor Travels to three Triathalons/yr 39 years old Customer Persona Safety Function Wearable Device Emergency Water Buoyancy Sleek Design Fitness Tracker Resurface: TAM Cost Appearance Geographic Work 4-yr-old son & 6-yr-old daughter Values: Provide for family Be fit + healthy Stay in shape for kids Save money for children's college Fear: Letting his family down Caucasian Home Male Amateur Triathlete
Transcript: Feb-2020 Carolina De Rossi -Artist- Customer Persona Profile Age: 35 - 75 years old Location: Peru Details Interest & activities: - Art -Decoration Life Stage: - Well established families -Childless couples Average Income: 150 k/year Buying Behavior: -Social - Ultimate consumer Language: Spanish Job title: Not specific Customer Pain Point Pain Point and goals #1 We have trouble finding a painting that matches with our decoration Customer Goal How my product can help We want to be able to find the correct painting that fits with our place and the colors of the house Carolina De Rossi Artist gives you personalized advice about the colors and size that will match perfectly with the current or future decoration based on five photos, and one video sends by you Customer Pain Point Pain Point and goals #2 We have difficulty buying art without speak to the painter first and see the painting because color and textures can change in the real one Customer Goal How my product can help We want to be able to have an encounter with the painter and see the painting closer before buy it After you pick three alternatives, you will have a video call with Carolina De Rossi Artist showing you the paintings with great light and resolution Customer Pain Point Pain Point and goals #3 We have trouble trusting on online payments because of the amount of money, and we are afraid of scams Customer Goal How my product can help We want to be able to pay with several payment methods feeling security Carolina De Rossi Artist will allow making payments via PayPal, Visa, and Mastercard in a secure system avoiding any possibility of scams
Transcript: huddle Mrs. Rossi huddle to crowd together crowd huddle separate
Transcript: 2 Customers Customer Persona Around 29 years old Works in corporate world Morning routine: wake up, shower, get dressed, bike to the T, take the T to work Eats breakfast and has time Customer #1 Usually eats at: Breakfast Habits Adele Prevent fatigue throughout the day Boost productivity Health risk Hunger Potential Need Needs breakfast and doesn't have time Would be willing to pay an extra dollar to have this delivered to her Egg sandwiches for breakfast consistently Reason for eating: hunger and habit Location: cafes with short lines of around 2 or 3 people Customer #2 OatMe BUSY mornings Phil Ideal Breakfast Approximately 27 years old Graduate student at MIT in microbiology Morning routine: Wakes up at 7:30am, showers, goes to eat breakfast, goes to lab to work
Transcript: American Customer Persona Objectives & Introduction URBANIZATION AGE AND EXPECTATIONS Employment Types FAMILIARITY OF THE PRODUCT AMERICAN HOBBIES QUESTIONS? QUESTIONS? THANK YOU! THANK YOU!
Transcript: Customer Personas Workshop What are Customer Personas? Customer Persona A fictional character created to represent a set of customers that will react to our marketing in the same way. Humanising prospects Building a customer persona helps to develop empathy with the people we are targeting our product or service to ('putting ourselves in in their shoes'). It also helps to understand our prospects better, making it easier to tailor content to their needs. Humanising prospects Why a workshop? The main takeaway from a workshop devoted to build customer personas is to learn to focus on customer needs first (instead of solutions first). Why running a workshop? And also... ...to develop a structured methodology, or process, to enable teams to identify customer pain points and recognise opportunities. And also ... STEP 1 Starting point Product manager to present market research findings, information and insights on the people we are targeting. At the start of the workshop... Customer Proxy One individual in the team to take up the Customer Proxy role. The Customer Proxy is the one who has the best interest of customers (prospects) at heart - ideally, this should be someone who knows the target market inside out. Customer Proxy Role STEP 2 Creating a canvas 1. Persona bio Focus on three meaningful sections: 2. Persona needs 3. Persona services - how these needs are met through our product/service As many details as possible As this helps to: humanise prospects identify relevant customer pain points defining (and seizing) opportunities. Include as many details as possible STEP 3 Presenting and evaluating This is where the practical workshop work starts. Each team members to introduce their customer personas in turn. Note: it helps with building empathy if team members introduce their personas as if they were their friends - e.g. ' I'd like to present my friend Olya...' Introduce and compare customer personas Evaluate Customer Personas After all personas have been introduced, the group collectively: identify similarities make note of any eventual differences - and resolve conflicts/find one solution evaluate personas and arrange them in categories (e.g. pupil/parent ...) Then group to... This is where an official customer persona is built. Based on the personas created and discussed during the workshop, group have a got at collectively building one customer persona that is truly representative of their target market. Build a Customer Persona STEP 4 Collective Persona building work
Transcript: Nobody knows babies like we do! Quality products . Good Customer service. Every Kid really loves this store.. BABYLOU ABOUT US About Us BabyLou was established in 2004. It has been more than a decade since we started, where we have ensured to take care of every need and want of every child and infant under one roof, true to the caption “NO BODY KNOWS BABIES LIKE WE DO”. Our benchmark is to provide 100% customer service and satisfaction and continue to deliver the same with a wide range of toys, garments and Baby Products. Play and Create We Are Best 01 02 03 Block games Building Blocks help Kids to use their brain. PLAY TO LEARN in Crusing Adventures Our Discoveries Enjoy a sunny vacation aboard a luxury yacht with the LEGO® Creator 3in1 31083 Cruising Adventures set. This ship has all the comforts you need, including a well-equipped cabin and a toilet. Sail away to a sunny bay and take the cool water scooter to the beach. Build a sandcastle, enjoy a picnic, go surfing or check out the cute sea creatures before you head back to the yacht for a spot of fishing. Escape into the mountains Disney Little Princes in Also available for your Babies..... Also... Out of The World… Our reponsibility BABYLOU…. Our Responsibility All children have the right to fun, creative and engaging play experiences. Play is essential because when children play, they learn. As a provider of play experiences, we must ensure that our behaviour and actions are responsible towards all children and towards our stakeholders, society and the environment. We are committed to continue earning the trust our stakeholders place in us, and we are always inspired by children to be the best we can be. Innovate for children We aim to inspire children through our unique playful learning experiences and to play an active role in making a global difference on product safety while being dedicated promoters of responsibility towards children.
Transcript: COBRA's Joiner General Info Information, entertainment and remuneration Creators Spectator Target Audience and Influencers INFLUENCERS Social Media sites on Keywords they use Other brands they follow Information they post Size of community General Sentiment Frequency of post Engagement Type of Social Media User Joiners 5 Stage Buyer Decision Making Process Consumers Psychographics How do I Target them? Contributors Community Size Klout Reach Relevance Content Keywords Response Rate What do I measure? Create relationship Give social currency Ask them Create an exclusive list Ask them questions! Collectors Inactive 1. Who is the buyer? 2.) Why do they buy or not buy your brand? 3.) How, when and where do they buy? Spectators @ReallyLeila Creators Inactive Groundswell and COBRA Motivations How do you create a customer persona? Social Media Info Creator Demographics Photo and name Job level Children and pets Hobbies and interests Online places where they look for product information Critic Customer Persona Social Media helps YOU connect with consumers when they want and don't (know they) want you product. Learn what, how and why they purchase! Personal identity, integration and social interaction, empowerment and entertainment Critics Target Audience Personal identity, imagination and social interaction and entertainment Demographics Where does Social Media Connect? Questions to Ask the Consumer Demographics Social Media Profiles Groundswell Social Technographic Profiles Collector Customer Persona Segmentation
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