Content: Buyer Personas Dictate

Make It Easy On Yourself: Do Your Homework First

You’ve decided you want your promotion to go VIRAL!  What now?

  • You know marketing campaigns that “go viral” are wildly successful.
  • You know you can create brand recognition significantly faster when your message spreads organically through the internet and lands on the monitors of the fan boys and gurus who are today’s Rainmakers.  Influencers in the parlance of the web.

But how do you get their attention?

I want YOU to want me!

Cheap Trick, circa 1979; YouTube (if you’re feeling nostalgic)

You have to speak to them in their language. You have to know the goal of your marketing, what questions you are answering, what problems you are solving.

You must know each of your buyers’ Personas.

And what, pray tell, is a buyer persona? As defined by David Meerman Scott,  a buyer persona is

… a representative of a type of buyer that you have identified as having a specific interest in your organization or product or having a market problem that your product or service solves. 

This is going to take some serious thought.

Man, Woman, Child?  Entire Family Group? An industry?

After you decide who your Buyer Persona is, you need to know more about him or her.

  • What do they want of your product?
  • Are they young, single, childless with expendable income?
  • Or married with a mortgage and kids?
  • Is your product a luxury to them?

Answering these questions, and any more you think of for your product, will guide you to the best way to present to each ‘persona’.

Have more than one target market?

Simple: create more than one Buyer Persona. Create every one of the ‘personas’ you imagine who could need what you’ve got.

A great example that Scott used when discussing Buyer Personas in the book The New Rules of Marketing and PR – Second Edition is the 2004 presidential election. He shared that the campaigns for the two major parties broke down voters into groups (often called Micro Targets in politico speak) the examples being Nascar Dads (“rural working class males”) and Security Moms (“mothers who were worried about terrorism and concerned about security”).

The campaign folks then spoke directly to those personas.

You can, and in my opinion, should, create as many Buyer Personas as you can manage marketing to directly. The more specific your content the more impactful it will be.

Do not create a broad sweeping and all inclusive, hits-all-the-targets ad campaign. Even if you could, there’s no data to recommend that as a method to get the results you seek.

Have you seen an ad campaigns that spoke to everyone, across gender/race/age/socioeconomic divides and compelled you to buy?

Thought not.

Have you seen videos that were forwarded among friends that were hilarious and interested you in the company that could produce them? And did you forward them on to friends? Or tweet them?  Or ‘share’ them on Facebook?  That’s you helping take things viral.

I have “followed” my favorite companies on twitter and “retweeted” their funny, informative, or interesting tweets.

I have “liked” company pages and suggested them to my friends.

I do read my Facebook wall and I pay attention when a global company speaks directly to me there. I like going to their pages and interacting with other people who feel the same way I do.

That’s the whole idea of Social Networking.  Building a community where people interact with a company and the people they attract.  People that feel they are part of a group that thinks along the same lines.

Probably, I have done these things because somewhere out there, there is someone at those companies who created a Buyer Persona with a woman like me in mind.  (Radical thinker he was!)

Then they began speaking to me, in a language I understood and appreciated. So I told two friends. And they told two friends.

And on, and on.

That’s viral.  And that’s what we all want.

Watch David Meerman on Vimeo: How to Generate Attention For Your Business

Get his book, The New Rules of Marketing and PR – I nag my clients to read this before they start making decisions.

“You can buy attention (advertising)
You can beg for attention from the media (PR)
You can bug people one at a time to get attention (sales)

“Or you can earn attention by creating something interesting and valuable and then publishing it online for free: a YouTube video, a blog, a research report, photos, a Twitter stream, an ebook, a Facebook page.”

David Meerman Scott

Client Spotlight: cerjoUSA

I’m really excited to be working for cerjoUSA.

Well known Swiss Sunglasses Company

Cerjo has long been the leading sunglass brand in Switzerland, but doesn’t have a large following in the United States.  In the early 60s, the BaByliss brand (created by a Parisian stylist from Montmartre district) began to export hair care products and cerjoSA (the Swiss Company) became one of its first distributors.

Then, in the early 70s, cerjoSA developed the sunglasses industry with emphasis on optimal quality/price ratio. Their success was immediate – cerjoSA has been the leader of the sunglasses’ mid-market for many years in Switzerland. (Mid-market being defined by Oakleys and Ray-Bans)

cerjoUSA becomes a reality

During an extended stay in Switzerland, Deborah Powers, who is cerjoUSA, bought sunglasses.  In fact she bought several pairs (six) over the period of a few months and noticed that when she bought sunglasses, they were consistently cerjo.  Living in Canada at the time, she was aware that the cerjo brand was not available in the United States or Canada and set out take the brand home.

Viola: cerjoUSA.

Social cerjoUSA

Now that cerjoUSA is in place, the idea is to market via the internet, and that means build brand recognition and a presence in online communities to introduce people to the quality of cerjo sunglasses for both sport and fashion, and give their communities a real feel for the integrity and history of the company, cerjo, and to make them familiar with the ‘cerjo look’, which I think is  quite sexy.

We’re going to do a modest revision to their website which is slick and pretty, but perhaps doesn’t drive sales the way it could and should.  We’re going to rev up their Facebook presence (Of Course!), and add to their Twitter presence using coupons as an incentive for both fans and sales.  We are also looking at sporting events we may attend to showcase that sexy cerjo look, and other events that may may attract our client base.

Get in on the good stuff!

Like cerjoUSA on facebook to keep up with sexy cerjo, get coupons, and find out when we’re attending or hosting events you may be interested in!  Or to make it easy for you, you can hit the like button I’ve installed here, and it will ask you to log in to facebook and you can ‘like’ them here.


Follow cerjoUSA on Twitter . . . because there are specials there, too!

And stay posted for more cerjoUSA news.

Other articles in this series:

Client Spotlight: Dr. Thomas Alexander

Client Spotlight: Indulge with AniciaB

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