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Purpose
The purpose of this assignment is to develop a graphical and verbal representation of your primary targeted customer.
Overview
In the previous assignment, you identified the general characteristics of your new product/target market opportunity. Next module, you will be developing ideas about how to promote your product. In this module, you’ll be taking an interim step. You will be bringing your target customer into a sharper focus. It is important to acknowledge that your target market is not an entity unto itself. Rather, it is comprised of individual customers who share some common traits.
Creating a customer persona is part science (what data should you include?) and part art (how can you best communicate that data visually?). You may think of it as a specialized kind of infographic – one that communicates important aspects of the targeted customer and helps those who will ultimately create the promotional campaign (advertisements, in-store displays, packaging, etc.) visualize the customer as an individual decision-maker versus a group of people.
Action Items
Gather everything you know about the characteristics of a member of the targeted customer group. What are the important characteristics by which you segmented? How large is the segment?
Pro Tip: You may decide to seek additional data.
Pro Tip: Your customer (the buyer of your product) may or may not be the ultimate consumer (the eater) of your product. If this is the case, be sure to communicate that relationship.
Pro Tip: Your data should include more than just demographic characteristics (age, gender, income, etc.). Your persona should present a more holistic view of the customer. What does your customer value? How do they see themselves? What goes into their decision-making? What kinds of activities do they engage in? What are their media habits? What kinds of advertising appeals are likely to resonate with them?
Using both text and graphical elements, create a one-page customer persona that represents a single representative of your primary target market. Your persona must fit on a single 8½” x 11” page. You may use any computer program you wish to create the persona, however, be sure to submit it in either Word or as a PDF.
Pro Tip: Be sure to include graphical elements.
Pro Tip: Make every element work hard. A picture, a chart, or another visual element can often communicate information much more efficiently than text.
Pro Tip: You will find that you use the space on the page much differently than you would for a written assignment. Customer persona
Customer Persona: Sarah
Sarah is a 35-year-old working mother of two young children. She is the primary grocery shopper for her family and is always looking for healthy and convenient meal options that fit into her busy lifestyle. Sarah values organic and locally sourced ingredients and is willing to pay a premium for high-quality products.
In addition to her commitment to healthy eating, Sarah enjoys outdoor activities such as hiking and biking, and values spending time with her family. She is an avid user of social media and relies heavily on online reviews when making purchasing decisions.
Sarah’s primary purchasing criteria include quality, convenience, and price. She is willing to pay more for high-quality products that save her time and effort, but also wants to ensure that she is getting a good value for her money. Sarah is open to trying new products, but only if they fit her criteria and align with her values.
To reach Sarah, our promotional campaign should focus on highlighting the quality and convenience of our products, while also emphasizing our commitment to using organic and locally sourced ingredients. Social media and online reviews will be key in reaching Sarah, so our campaign should include a strong digital presence. Discounts or promotions may also be effective in enticing Sarah to try our products.
