What can customer personas tell us?
People buy things that improve their lifestyle. Whether that means making things more luxurious or making things easier. Target audience personas can give us a hypothetical view on their lifestyle. This means that you can then see where your product and service can fit into the situation to benefit them.
Let’s say you are a part of a company that offers cleaning services, this is what an audience persona may look like for you.
Location: Greater Manchester
Job: High school teacher
Pain Points: Works at least 45 hours a week, has young children and not enough time to do things around the house. The house covered in toys and generally untidy.
Solution: In need of a cost-effective cleaning and tidying solution to come on a weekly basis. A tidy home means more time spent with kids, being able to invite friends over, and a better environment for spending her free time.
Social Media channels: Instagram, Facebook, TikTok
What advert could be created from your persona?
Deliverable: A video advert on Instagram, Facebook, TikTok
Target: 30-44 full-time working female in Greater Manchester.
Creative: A solution for busy women who can’t keep up with the housework. Picture a hard-working mid-thirties woman, drained from her day job but too embarrassed to invite friends over because of the clutter. That’s where the game-changing app comes in. She’s able to book in a cleaning service right from her phone – and several hours later, her house is sparkling clean! With this easy solution, she can still enjoy your social life by showing her beaming Cheshire cat grin.
What’s the result?
While only a first draft of the idea, this shows a key understanding of the persona created and ability to appeal to it.
With this creative ad, audiences will be able to get a glimpse of their own reflection – making it more than just another advert to swipe past. Relatability is at the heart, focusing on universal issues that many can relate to and empathise with.
While this campaign was optimised for “Anna,” it may not resonate with those who may need a similar service but for other reasons.
Continuing with the cleaning app scenario, those with limited mobility could be a demographic where you would approach your marketing in a different way and therefore need a different output. As you start to target new audiences, you can create more personas to fit the evolving goals of your business.
Target audience personas are an essential tool for your future campaigns and are worth the research that goes into them. Continuing to create common ground between yourself and the customer will meet the needs of those in your target market and ensure success.