The Persona portrait is arguably one of the things I've put the most energy and time into. When the Northwestern University professor talked about this part, he repeatedly emphasized its importance. I felt from the bottom of my heart that my practice over the years was doing the right thing.
Why is portraiture so important?
When a product is produced because of a need, it is necessary to find the "person" who uses it. And if this "person" does not understand and does not know, then how do you communicate with him, how to reach TA?
In the past marketing, we would define this target customer through Demographic and Physicicgraphic: such as age, gender, income, education, occupation. Furthermore, suppose that the TA's one-day life journey is accessed through the channels through which it is exposed.
Frankly speaking, this is still quite abstract, very broad, and there is no clear portrait of the person.
In a counseling class, I had a student propose that their client was Outlets. I asked him to portray the target client: a young white-collar worker, 25–35 years old, earning between 8,000–15,000 a month.
This seems to be a very standard description of the target object. But obviously, very broad, not precise. So I asked, think about it, and go deeper.
How to think, all of a sudden, dazed.
The bell must also be tied to the ringer, and the entry point for thinking must start from the brand and the product itself
Suppose he is a consumer who likes to shop at outlets. So when does TA go? How to get there?
●Although OUTLETS has a price advantage, what are the advantages compared to the brand's online discount stores?
● OUTLETS in the current online store consumption is extremely common today, does it have any unique advantages?
After thinking and discussing these issues, the current target consumer group is more specific and vivid than before.
● This is a group of weekend leisure class.
● They have a car that can be driven by themselves, and it is convenient to travel.
●Generally, outlets are located in the suburbs, covering a large area, mostly low-rise or flat-rise buildings. With dining and relaxation areas, it is also very suitable for friends to get together, or families with small children.
These go to OUTPUTS target customers
They are like Mr. Xiao Zhang, who is married and has no children, and fully enjoys the world of 2 people; Mr. Zhang, who is married and has a baby baby, has a place to go on weekends, taking into account consumption, amusement and outdoor activities; and Linda, Jessie, who has been in the company for 2 or 3 years, finds some decent big brands to decorate herself.
At the same time, I suggest that he go to the scene to observe the consumer's image, consumption path, and specific consumption activities. If you can, find some people who are keen to spend on OUTLETS and consumers who don't go shopping at OUTLETS again to do in-depth interviews. Get further information.
Therefore, when we do customer portraits, in addition to conventional demographics and other methods, we can also understand more about their personal situation through in-depth interviews, field observations, focus groups, and brand active users on the official website, community, APP messages, evaluations, etc
● Consumer proposition
●Frequency and habits of consumption
● Criteria for self-evaluation/success
● Social circles
● For the channels of obtaining information
● Focus on the topic
●Major differences in individuals
The clearer and more vivid the consumer portrait, the more targeted the follow-up work will be. It can provide production, sales and marketing departments with more contact points with customers, more service content and service information, and may even innovate to produce new products that customers need.
#Data Collation ##Digital Marketing Strategy##Portrait # #头条抄书 #
