2. What We’ll Cover
•Identifying Customer Segments
• Research Tools
• Creating Customer Profiles & Scenarios
Carol Morgan Cox InterMedia4web.com @CivicLink
3. Who Are Your Customers?
Don’t be general: Must be specific:
• Anyone on the Internet • Male business professionals age 35-55
• Women living in big cities
• Young people • Mothers age 25-45 with children under
• Any business the age of 10
• College students age 18-24 who spend
10+ hours/week playing video games
• Small retailers with no ecommerce
Carol Morgan Cox InterMedia4web.com @CivicLink
4. Customer Segment Attributes
Demographics Buying Habits Psychographics
• Age • Role • Attitudes
• Gender • Frequency • Values
• Education level • Online / mobile / offline • Personality
• Income level • Recommendations from • Lifestyle
• Occupation family/friends/colleagues • Interests / hobbies
• Family life • Social proof
• Geographic location
Carol Morgan Cox InterMedia4web.com @CivicLink
5. Persona Types
Competitive Spontaneous Methodical Humanistic
-Fast-thinking -Fast-thinking -Slow-thinking -Slow-thinking
-Logic-oriented -Emotion-oriented -Logic-oriented -Emotion-oriented
Layout & Messaging: Layout & Messaging: Layout & Messaging: Layout & Messaging:
-Quick access to information -Quick access to information -Detailed information -Detailed information
-Appeal to competitive -Success stories and videos -Video demos and -Images & videos that show
nature = other companies that showcase customers presentations people
are using you so they should -”1-2-3” visuals -Reassurance that there are -Reassurance that you will be
too -Reassurance that the resources, manuals, training there to help
-Reaffirm need to be current product/service is easy to use
& in the know
Carol Morgan Cox InterMedia4web.com @CivicLink
6. Identifying Customer Segments
Current Customers Competitors’ Customers Who Can Benefit
Carol Morgan Cox InterMedia4web.com @CivicLink
10. Identify Niches
Carol Morgan Cox InterMedia4web.com @CivicLink
11. Example User Profile #1
Demographics Psychographics
•Early 40s •Spontaneous persona
• Children in grade school • Enjoys doing activities together
• Well-educated • Family-oriented
• Upper middle-class income • Active, healthy lifestyle
Buying Habits Content & Messaging
•Too busy to do much research •Emphasis on family
before making a purchase • Show healthy ingredients
• Spends time on Facebook, • Checkout must be quick
Ebay, and recipe sites •Conversion goal = Purchase gift
The Thornton Family • Only uses mobile phones for basket on website
texting & talking
Carol Morgan Cox InterMedia4web.com @CivicLink
12. Example User Profile #2
Demographics Psychographics
•Mid-20s •Humanistic persona
• Single; no children • Gets recommendations from friends
• College degree & others on social networks
• Assistant Manager • Values time with friends
• Earns $45K •Likes to save money / get a good deal
Buying Habits Content & Messaging
•Doesn’t rush to make a •Customer testimonials
purchasing decision • Photos of people
• Spends time on Facebook, •Conversion goals = Sign up for email
Kim Harris Etsy, and fashion sites newsletter, like Facebook page, and
• Uses mobile phone for texting, download mobile app
talking, and apps
Carol Morgan Cox InterMedia4web.com @CivicLink
13. User Profile Template
•Demographics • Psychographics
• Age • Attitudes
• Gender • Values
• Education • Lifestyle
• Income • Personality
• Family Life • Interests / hobbies
• Geographic Location
•Persona Types
•Buying Habits • Competitive
• Role • Spontaneous
Name • Frequency • Methodical
Occupation • Online / Mobile / Offline • Humanistic
• Social Proof
Then think about messaging, content, and conversion goals
Carol Morgan Cox InterMedia4web.com @CivicLink
Notas do Editor
Jane is 35 and lives in a mid-size city. She works in finance at a logistics company and makes $80,000 per year. She’s been married for 5 years and doesn’t have any children yet, but she and her husband been thinking about it. Jane is competitive by nature, so she likes to be the first of her friends to discover a hot new restaurant or an up-and-coming designer. She enjoys shopping online. She values quality over price, but due to her finance background, she does like to save money when she can. Now, let’s imagine that I own an online jewelry store. Jane would be one of my target customers. She’s affluent and appreciates quality. What would be the best way for me to market to her? Since I know that she likes to discover the latest items, when she comes to my site, I want to make sure to show her my latest creations, not the sale items from last season. I’ll also be sure to emphasize the quality of the materials and perhaps mention that some of the items would make great heirloom pieces to pass down to her children. What I’ve just done here was create a user profile based on a customer segment for this jewelry store. By giving my target customer a name and face and describing her background and values, I’m much better able to understand how to market to her – what messages and products she will respond to.
What we’re going to do in this session is learn how to identify your customer segments, what research tools you can use, and then at the end you’ll get a chance to create a user profile for your own business.
Psychographics (attitudes) examples:Need for status; Role of money (does it buy material things, self-esteem, etc?); Ethics/"moral compass”; Risk-taker vs. conservative; Spendthrift vs. hoarder of money - http://www.tappernet.com/marketingworkshop/targetaud.htmAlso see http://www.examstutor.com/business/resources/studyroom/marketing/market_analysis/8_psychographic_segmentation.php
Analyze your current customers – what are their demographics, buying habits, psychographics, and personas.Look at your competitors’ customers – but not because you want to go after the same ones. Instead, find a niche that is not currently being served.Think about how you can benefit most from your product or service.