1.CUSTOMER PERSONAS: DO YOU KNOW YOUR CUSTOMERS Trends Talk 2013 Content MarketingPresented By:James Loveys Chris Kane @jamesloveys @ckane1991

2. WHAT IS A CUSTOMER PERSONA 3. TARGET MARKET PROFILE VS CUSTOMER PERSONA Target Market Profile Customer Persona Geographics Name Psychographics Face Demographics Life Personality 4. 9 Key Components for Customer Personas 1.Gender2.Age3.Profession4.Financial Situation5.Purpose6.Education7.Free Time8.Buying Decision9.Shopping Habits 5. Gender Male Female Unisex 6. Age Try to be Specific Simplest part of aCustomer Persona 7. Profession B to B B to C Makes the Personamore accurate How well do theyknow the product 8. Financial Situation Most important part ofyour Customer Persona Dont focus on thebank account How easy do theymake the decision to buy 9. Purpose Why do they buy yourproduct What are theapplications of your product 10. Education Education Level How do they prefer toreceive product information Makes your profiledeeper 11. Free Time How do they spendtheir free time Hobbies Interests TV Shows/Movies Eating Habits Music Books 12. Buying Decision What factors affecttheir decision to buy Price Features Usability Customer Service Re-sell Value 13. Shopping Habits What else do theybuy What else can youoffer them What else are theylooking for 14. HOW CUSTOMER PERSONAS HELP 1. Address specific people2. Address specific problems 3. Address specific beliefs 4. Pinpoint accurate placement 5. Showcasing the right price range 15. SAMPLE CUSTOMER PERSONA 16. WHERE TO START 1. Look Internally What do you alreadyknow 2. Look Externally What do others know3. Ask your customers They knowthemselves better then anyone 17. QUESTIONS 18. THANK YOU