26. Speaking to Customers
Timeline: 1900’s - present
1905 Direct Mail marketing firm starts
1920 KDKA goes live in Pittsburgh, PA
1936 First Print Catalog - Neiman Marcus
1939 NBC broadcasts World Fair
1985 America Online founded
Early 1990’s Web is opened up
1997 Google founded
27. Speaking to Customers
Timeline: 1900’s - present
1905 Direct Mail marketing firm starts
1920 KDKA goes live in Pittsburgh, PA
1936 First Print Catalog - Neiman Marcus
1939 NBC broadcasts World Fair
1985 America Online founded
Early 1990’s Web is opened up
1997 Google founded
28. Speaking to Customers
Timeline: 1900’s - present
1905 Direct Mail marketing firm starts
1920 KDKA goes live in Pittsburgh, PA
1936 First Print Catalog - Neiman Marcus
1939 NBC broadcasts World Fair
1985 America Online founded
Early 1990’s Web is opened up
1997 Google founded
29. Speaking to Customers
Timeline: 1900’s - present
1905 Direct Mail marketing firm starts
1920 KDKA goes live in Pittsburgh, PA
1936 First Print Catalog - Neiman Marcus
1939 NBC broadcasts World Fair
1985 America Online founded
Early 1990’s Web is opened up
1997 Google founded
30. Speaking to Customers
Timeline: 1900’s - present
1905 Direct Mail marketing firm starts
1920 KDKA goes live in Pittsburgh, PA
1936 First Print Catalog - Neiman Marcus
1939 NBC broadcasts World Fair
1985 America Online founded
Early 1990’s Web is opened up
1997 Google founded
31. Speaking to Customers
Timeline: 1900’s - present
1905 Direct Mail marketing firm starts
1920 KDKA goes live in Pittsburgh, PA
1936 First Print Catalog - Neiman Marcus
1939 NBC broadcasts World Fair
1985 America Online founded
Early 1990’s Web is opened up
1997 Google founded
32. Speaking to Customers
Timeline: 1900’s - present
1905 Direct Mail marketing firm starts
1920 KDKA goes live in Pittsburgh, PA
1936 First Print Catalog - Neiman Marcus
1939 NBC broadcasts World Fair
1985 America Online founded
Early 1990’s Web is opened up
1997 Google founded
33. ʻSpray and Prayʼ
“I know half my
advertising dollars
are wasted. I just
don’t know which
half.”
-John Wanamaker
Inventor Department Store
34. Marketing
Golden Era
1945 - 2000
*Guaranteed Returns
42. Today
Infinite Channels
Traditional Online
Radio Rhapsody, Pandora
Television Hulu, Netflix, TiVo
Print RSS, Online News
Facebook, Twitter,
Face to Face Social
LinkedIn
46. Persona Research
Thinking Like Your Target Market
Our Mantra:
47. Persona Research
Thinking Like Your Target Market
Our Mantra:
We
48. Persona Research
Thinking Like Your Target Market
Our Mantra:
We Are
49. Persona Research
Thinking Like Your Target Market
Our Mantra:
We Are Not
50. Persona Research
Thinking Like Your Target Market
Our Mantra:
We Are Not The
51. Persona Research
Thinking Like Your Target Market
Our Mantra:
We Are Not The Target
52. Persona Research
Thinking Like Your Target Market
Our Mantra:
We Are Not The Target Market
53. Persona Research
Source: http://www.hceye.org/HCInsight-Nielsen.htm
54. Persona Research
1. Finding the Users
Source: http://www.hceye.org/HCInsight-Nielsen.htm
55. Persona Research
1. Finding the Users
2. Building the Hypothesis
Source: http://www.hceye.org/HCInsight-Nielsen.htm
56. Persona Research
1. Finding the Users
2. Building the Hypothesis
3. Verification
Source: http://www.hceye.org/HCInsight-Nielsen.htm
57. Persona Research
1. Finding the Users
2. Building the Hypothesis
3. Verification
4. Finding Patterns
Source: http://www.hceye.org/HCInsight-Nielsen.htm
58. Persona Research
1. Finding the Users
2. Building the Hypothesis
3. Verification
4. Finding Patterns
5. Constructing Personas
Source: http://www.hceye.org/HCInsight-Nielsen.htm
59. Persona Research
Source: http://www.hceye.org/HCInsight-Nielsen.htm
60. Persona Research
6. Defining Situations
Source: http://www.hceye.org/HCInsight-Nielsen.htm
61. Persona Research
6. Defining Situations
7. Validation and Buy-in
Source: http://www.hceye.org/HCInsight-Nielsen.htm
62. Persona Research
6. Defining Situations
7. Validation and Buy-in
8. Sharing Knowledge
Source: http://www.hceye.org/HCInsight-Nielsen.htm
63. Persona Research
6. Defining Situations
7. Validation and Buy-in
8. Sharing Knowledge
9. Creating Scenarios
Source: http://www.hceye.org/HCInsight-Nielsen.htm
64. Persona Research
6. Defining Situations
7. Validation and Buy-in
8. Sharing Knowledge
9. Creating Scenarios
10. Ongoing Tweaking
Source: http://www.hceye.org/HCInsight-Nielsen.htm
65. Persona Research
Example
Name: Bill Johnson Occupation: CEO of mid-size company.
Age: 52 Company: Apartment Renovations Inc.
Home: Pasadena, CA Clients: Landlords, Real estate investors
Married with 3 kids Culture: Laid back, friendly, professional, quality
Oldest of 4 siblings
Lifestyle: Bill drives a BMW and lives in an upper middle class neighborhood in Pasadena.
His wife is an attorney and they enjoy a high dual income. He dresses well, yet avoids suits
and ties.
He recreates by playing golf on the weekends and occasionally surfing. He struggles to
balance his hectic work schedule (60+ hours/week) with family commitments and time with
friends. Bill is a Boomer faced with providing for his kid’s college education, yet also
supporting his aging parents.
Paint Points: Bill is busy and doesn’t have a lot of time to figure out new technologies. He
is looking for ways to get better returns on his marketing dollars, as B2B print ads are not
returning quality leads. He would like to grow his company but needs additional customers
that can appreciate the high-quality service his company provides. He competes on service
and quality of work. Many of clients are high-end investors who want to attract quality
tenants along the Pacific Coast Highway.
66. Persona Research
Questions to Ask
1. What does this person do for a living?
2. What type of company do they work for?
3. What is this person’s age, title, marital status
4. How do they look?
5. How do they recreate?
6. What does their daily calendar look like?
7. What keeps them up at night?
72. Market Research Research
Tools to Use
Secondary Research
Trade organizations - data on big trends
73. Market Research Research
Tools to Use
Secondary Research
Trade organizations - data on big trends
Keyword - Google Trends, Keyword Tool
74. Market Research Research
Tools to Use
Secondary Research
Trade organizations - data on big trends
Keyword - Google Trends, Keyword Tool
Database - EBSCO Host, LexusNexus, Hoovers
75. Market Research Research
Tools to Use
Secondary Research
Trade organizations - data on big trends
Keyword - Google Trends, Keyword Tool
Database - EBSCO Host, LexusNexus, Hoovers
Press - Magazines, Websites
76. Market Research Research
Tools to Use
Secondary Research
Trade organizations - data on big trends
Keyword - Google Trends, Keyword Tool
Database - EBSCO Host, LexusNexus, Hoovers
Press - Magazines, Websites
Feds Database: SBA, Census
79. Principles Research
Review
1. Research is your foundation for all marketing efforts
80. Principles Research
Review
1. Research is your foundation for all marketing efforts
2. ‘We Are Not the Target Market’
81. Principles Research
Review
1. Research is your foundation for all marketing efforts
2. ‘We Are Not the Target Market’
3. Construct a Persona
4. Use the free tools available
82. Principles Research
Review
1. Research is your foundation for all marketing efforts
2. ‘We Are Not the Target Market’
3. Construct a Persona
4. Use the free tools available
5. Note what to measure