Persona Mapping

The Process of Marketing

Give your audience something of value, build trust and credibility, and then introduce your products and services to help them solve their problems.

Persona Types

CEO

Home Owner Planning Director

Architect

Property Developer

The purpose of persona mapping is to enable you to communicate with different types of personas using language they understand from the way they see the world.

Architects see the world differently that engineers, you have to communicate to them in the world they understand to get your marketing messages across.

Get it right and your business will grow from more sales.

Persona Interests

Specific features that matter to meCase studiesProduct informationTechnical informationAbout the company for trustFuture plans of the businessDesign guides

Specific benefits that matter to meSimple to useEasy to find what I am looking for

The reason I buy from youQuality of the businessReputationCertificatesManagement systems ISOsTechnical assuranceTestimonials

Internal Stakeholders I need to pleasePartners

Social DemographicB – Middle classC1 – Lower middle class

It’s all aboutDesigning and building great buildingsNew design concepts and innovationsBeing the best practiceReputation

Architect Persona

Favorite Blogs/WebsitesPropertyArchitecture

Online HabitsEmail, Twitter, LinkedIn, Pinterest

Social Cannels I visitLinkedIn, Twitter, Pinterest

Companies I follow - LinkedInBovis homesArupCheshire and West LEPWatesKirkegaard AssociatesLend LeaseAA ProjectsMorgan SindallSutcliffe Construction

Products/Services I wantDesign presidents, concepts, innovationHistoric mapsAerial photo’s

Content I consume and sharePlace North WestInsiderBuilding design

Groups I am in - LinkedInConstruction ArchitectureDesign meets businessConstruction ExcellenceCarbon ConnectBusiness is great BritainLinkedIn LiverpoolBuilding DesignRevit Users

People I follow – LinkedIn InfluencersRichard BransonJames CaanDavid Cameron

Architect Persona

Experimental/New/Innovative

Performance/Quality/Reliable/Dependable

Value/Worth/Money

People orientated Business Developer Head Teacher People Manager

Objective, numbers, logic orientated

Project managerWealthy Individual

EngineerWorks EngineerEstates DirectorOperations Director

Business ownerLand BuyerCEO

Thinker, self ideal, living inside the head orientated

ArchitectDevelopment DirectorChief Architect

EntrepreneurCEO

Psychographics

Different personas think differently

• An architect lives in his/her head and likes innovation• An engineer is logic orientated and likes performance

Experimental Performance Value

Introducing Improved Free

✔ Breakthrough Just arrived Bargain

Miracle Valuable Save

✔ How to Easy Send no money

Never before At last Bonus

First time Instantly Discount

Discover Premium Offer

✔ Challenge Quick Super

Revealing Remarkable

Initial Powerful

Revolutionary Incredible

New Phenomenal

✔ Innovative Successful

People Objective Thinker

Gift ✔ Unique Now

You It’s here The truth about

Your Guaranteed Miracle

Today Which How to

Limited This Secrets

Special Sensational Last chance

Premium Incredible ✔ Discover

Love Here Magic

Astonishing Greatest Challenge

Time These ✔ Advise

Sensitive Revealing Successful

Urgent Successful

Wonderful ✔ Exciting

Experimental Performance

Satisfy their curiosity ✔ Protect the environment

Be successful Prevent or relieve boredom

Be comfortable ✔ Get ahead

✔ Make their work easier Enjoy beautiful things

✔ Gain recognition or praise Be popular

Save money ✔ Be their own boss

Make money ✔ Enjoy leisure pursuits

✔ Satisfy their ego Gain better health

✔ Gain self respect Become fit

✔ Be recognized as an expert Get rid of aches and pains

Protect self, family, business Be more active

✔ Protect their reputation ✔ Satisfy their own desires

Avoid embarrassment Be good parents

Save time ✔ Relax with friends or alone

Gain status Be safe and secure

Gat a bargain Financial freedom

Get something for free Live longer

Reduce stress ✔ Enjoy their life more

What do they want?

WordsArchitect Persona

Words and wants an architect may relate to

Types of Personas

Personas Private Sector Public SectorPersona 1 Persona 2 Persona 3 Persona 4 Persona 5

Education Bursar Head Teacher Estates Director Director of Education

Housing RSL CEO Opperations Director Development Officer Chief Architect

Housing Elderly & Assisted CEO Opperations Director Development Officer

Housing Private Wealthy Indvidual

Housing Student CEO Opperations Director Development Director

Housing Developer CEO Opperations Director Development Director Land Buyer

Office Land Buyer

Retail Estate Director Chief Architect

Leisure CEO Opperations Director Development Director Estate Director Director Leisure/Tourism

Culture Head of Museums

Industrial CEO Operations Director Works Engineer

Community Estate Director

Mixed Use CEO Opperations Director Development Director Land Buyer

Heritage & Conservation Property Owner Conservation Officer

Sectors and Persona Types

Who are the personas in your sectors?

Build Persona Lists

Existing Customers Twitter LinkedIn Web Forms Partners

Architects ✔ ✔ ✔ ✔ ✔

Engineers ✔ ✔ ✔ ✔ ✔

Estate Managers ✔ ✔ ✔ ✔ ✔

Project Managers ✔ ✔ ✔ ✔ ✔

Business Owners ✔ ✔ ✔ ✔ ✔

CEO/MDs ✔ ✔ ✔ ✔ ✔

Buyers ✔ ✔ ✔ ✔ ✔

Works Engineers ✔ ✔ ✔ ✔ ✔

Mechanical Engineers

✔ ✔ ✔ ✔ ✔

Process Engineers

✔ ✔ ✔ ✔ ✔

Electrical Engineers

✔ ✔ ✔ ✔ ✔

You cannot do any marketing without a segmented marketing database and CRM system to monitor, score, improve results

Persona Mapping WorkshopsMakes it Easy

Problem or opportunity that the above person needs help with

Persona Name

Have defined their solution strategy, method, or approach.

Have clearly defined and gives a name to their problem or

opportunity

Have realized & expressed symptoms of a potential problem

or opportunity

Content Idea Content IdeaContent Idea

Jimmy Gym Owner

Persona Mapping & The Sales Process

1

Problem or opportunity that the above person needs help with

Persona Name

Have defined their solution strategy, method, or approach.

Have clearly defined and gives a name to their problem or

opportunity

Have realized & expressed symptoms of a potential problem

or opportunity

Content Idea Content IdeaContent Idea

Jimmy Gym Owner

1

Jimmy is new to gym

ownership. He needs to buy

some gym equipment, but is

unsure where to begin, how

much he should spend, etc.

2

Persona Mapping & The Sales Process

Problem or opportunity that the above person needs help with

Persona Name

Have defined their solution strategy, method, or approach.

Have clearly defined and gives a name to their problem or

opportunity

Have realized & expressed symptoms of a potential problem

or opportunity

Content Idea Content IdeaContent Idea

Jimmy Gym Owner

1

Jimmy is new to gym

ownership. He needs to buy

some gym equipment, but is

unsure where to begin, how

much he should spend, etc.

2

• Beginner’s Guide to

Buying Gym Equipment

[Ebook]

• New or Used: When to

Stretch Your Gym

Equipment Budget &

When to Splurge

[Infographic]

3

Persona Mapping & The Sales Process

Problem or opportunity that the above person needs help with

Persona Name

Have defined their solution strategy, method, or approach.

Have clearly defined and gives a name to their problem or

opportunity

Have realized & expressed symptoms of a potential problem

or opportunity

Content Idea Content IdeaContent Idea

Jimmy Gym Owner

1

Jimmy is new to gym

ownership. He needs to buy

some gym equipment, but is

unsure where to begin, how

much he should spend, etc.

2

• Beginner’s Guide to

Buying Gym Equipment

[Ebook]

• New or Used: When to

Stretch Your Gym

Equipment Budget &

When to Splurge

[Infographic]

3

• Gym Equipment Budget

Template [Excel

spreadsheet]

• Purchasing Timeline for

Gym Equipment: What

Should You Buy First?

[PowerPoint worksheet]

4

Persona Mapping & The Sales Process

Problem or opportunity that the above person needs help with

Persona Name

Have defined their solution strategy, method, or approach.

Have clearly defined and gives a name to their problem or

opportunity

Have realized & expressed symptoms of a potential problem

or opportunity

Content Idea Content IdeaContent Idea

Jimmy Gym Owner

1

Jimmy is new to gym

ownership. He needs to buy

some gym equipment, but is

unsure where to begin, how

much he should spend, etc.

2

• Beginner’s Guide to

Buying Gym Equipment

[Ebook]

• New or Used: When to

Stretch Your Gym

Equipment Budget &

When to Splurge

[Infographic]

3

• Gym Equipment Budget

Template [Excel

spreadsheet]

• Purchasing Timeline for

Gym Equipment: What

Should You Buy First?

[PowerPoint worksheet]

4

• Request a quote

• Phone assessment of

equipment needs

5

Persona Mapping & The Sales Process

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