Persona Development
Introduction
For any growth or marketing strategy, I need to understand the depth of customer persona development the client has done - if any. Gathering data on your customers - gender, age, likes, location, etc. - will help me refine marketing and sales strategies that target your products' audience.
The Challenge
The biggest challenge to persona development is simply finding the customer base for the client. Sometimes a client may not have any data collected on their clients. Or some clients may have clouds of data but haven’t begun to understand how to sort and begin to make sense of what they are looking at on a spreadsheet.
How I helped
If I am lucky enough to have a client with a CRM, I begin by looking for any data correlations on gender, age, income, and purchase decisions. This gives me an understanding of their needs - what is important to customers at the stages of their journey with your products.
Finding examples of your audience on social media can also help you see other data points that only imagery itself can provide.
By exposing your personas’ lives, I can find the details of where they spend their time and income. I am able to see their entire customer journey and choices that sometimes data itself can’t see. I investigate your customer on a deeper level by looking for visual clues only their imagery on social media can provide.
Emotion Photography
I was tasked with developing the personas for all of the channels for this high-volume wedding photography brand. I was able to uncover over six different customer types.
Kodak Alaris
I was tasked with developing a persona for a software program - "KC2". We named this persona "Kasey". She would help users through the onboarding process and when the user made an error. She needed to be polite, not sexy, but trustworthy as the majority of users were female.
Cali Life Cannabis
I was tasked with developing the personas for a cannabis brand. I had to understand the needs of dispensary owners, distributors, budtenders, buyers, and customers. Each one had unique characteristics and different customer touchpoints and journeys.
The End Result
By exposing your personas’ lives, I can find the details of of where they spend their time and income. I am able to see their entire customer journey and choices that sometimes data itself can’t see.
I investigate your customer on a deeper level by looking for visual clues only their imagery on social media can provide.