GUIDE TO CREATING A DETAILED BUYER PERSONA

GUIDETO CREATING A DETAILEDBUYER PERSONA01

WHAT IS A BUYER PERSONA?A persona of your buyer is a fictional portrait of your target customerbased on real demographic and psychographic behavior. Not only willa buyer persona tell you the age, gender, and financial status of yourideal customer, it will share their wants, needs, and priorities.HOW CAN A BUYER PERSONA HELP CPG BRANDING?A buyer persona is a deep dive into what matters to your customers.It can help your marketing campaigns avoid wasted efforts onmessaging and channels that simply don’t matter to your targetaudience. It’s both a time and money saver that will yield moreconversions in the end and build better customer engagement.02

HOW CAN YOU CREATE THE PERSONA?Personas are created both from marketing data and from 1:1interviews with real customers. Here are 30-questions to ask whencreating your customer personas.1. What are their demographics,including gender, age, race, income,family, and relationship status?2. Where do they live? Do they rent orbuy?3. What is their educationalbackground?4. Where do they work, and what is theircareer path?5. In what industry do they work?6. What is their role there? Do theymanage others?7. H ow large is the company?8. What is their decision-makingcapability? Who do they report to?9. What is important to them in the job?10. What does a day look like on thejob?11. What skills do they have that qualifythem for the role?12. What tools do they use in the job?13. What challenges do they face atwork? At home?14. What publications do they read?15. What social media channels do theyfrequent?16. What associations or groups are theypart of?17. Do they have any hobbies?18. How do they shop? Online or inperson? Do they like interactionswith customer service or sales? Dothey look at customer testimonialsbefore buying?19. Do they use the internet to researchbefore buying your product type?20. How much time do they spend eachday online?21. Which digital device do they use tosurf the internet the most?22. How often do they check socialmedia? Which social media channelsdo they frequent?23. Which search engine do they usethe most?24. What recent purchases have theymade?25. What need drove them to make thatpurchase?26. Was anyone else involved in theirdecision?27. How did they hear about the productor service they bought?28. What attracted them to that productor service?29. Did they research competitorsbefore making the purchase?30. What were the top three factors thatinfluenced their decision?31. What was their biggest worry whenmaking the purchase?32. What was the number one reasonthey chose the product or servicethey purchased?33. Would they buy the product orservice again? Why or why not?34. What are the top three things thatwould stop them from buying aproduct or service?03

7SEVEN STEPSTO CREATINGA BUYERPERSONA1. THEIR IMAGESelect a photo that represents the target buyer.2. DEMOGRAPHICSHow old are they?What is their highest level of education?3. THEIR BUSINESSWhat industry do they work in?What is their role there?4. THEIR CAREERWhat is their job title?Who do they report to?What skills do they have?What tools do they use regularly?5. THEIR CHALLENGESWhat are their challenges at work?What are their challenges at home?6. THEIR INTERESTSWhat hobbies do they have?What social media channels do they frequent?7. THEIR PURCHASESWhat motivates them to buy?Do they shop more online or in-store?04

4B2B BUYER PERSONA 1B2B BUYER PERSONA 2B2C BUYER PERSONAPERSONA FOR POTENTIALSUV BUYERSAMPLE BUYERPERSONAS05

B2B BUYER PERSONASCIO digitaltransformationist,Rong MathersTitle: Chief Information Officer (CIO), ChiefInnovation Office (CIO), Digital Transformation Officer(DTO)Attributes: Between 40 to 55 years old; MS inComputer Science or MBA; 10 or more years inenterprise leadership positions.Characteristics: Highly professional male technologyexpert with business and strategy skills. Reportsto CEO. Responsible for budgets and overseesIT deployments and cybersecurity. Skepticalof vendors. Conservative and frugal. Strong,opinionated leader. Possibly arrogant and egotistical.Industries: Finance and banking, insurance,transportation, retail, other enterprise organization.Worried about: Doing more with less budget.Process automation. Cybersecurity. Creating changeand shifting the perception of IT from utility to astrategic business arm, hiring IT talent, using big datasuccessfully, getting buy-in for digital transformation,going over budget, selecting the wrong outsourcingpartner.Keywords for information searches: Enterprisesoftware ROI, strategic software, IT investments,cybersecurity, departmental silos, increasingproductivity, digital transformation.Business value: Strong business leadership skills.IT/technology acumen. Innovation in IT. Trendsetter.Risk manager. Understands the big picture. ITstrategy. Revenue generation.Online educational resources: Gartner CIOLeadership Forum; CIO Magazine; Wired FastCompany, Forrester, E&Y; Conferences.06

B2B BUYER PERSONASMarketing creativeexpert, KatheyDillonTitle: Marketing Manager, Brand Managertrades in the creative world and is a master at takingcare of clients.Age: 30 to 45 years old.Education and experience: BA and possible Mastersin integrated marketing communications, graphicdesign, creative design. 5 to 10 years as an Editor,Advertising Executive, or Brand Manager.Attributes: Very sharp and determined professional.Smart, innovative, creative, with an eye to the bottomline. Good design skills, knows color. Is a jack of allGoals: Produce client-facing, possibly award-winningcampaigns that have clear ROI, such as increasedsales or improved brand recognition.Challenges: Stretching thin marketing budgets.Finding more clients. Keeping the customer satisfied.Finding and managing creative talent.07

B2C BUYER PERSONASStudent coffeeshopfrequenter, Laran SmilesWants toTravelFind the right personMove to a different cityNot have to worry about herstudent loansMaybe have kids somedayBackground20 years oldSingleUndergraduate studentWorks part time at local retailerLives with two roommates in anapartment near campusFinances 25,000 per yearStudent loansFrugal and careful about moneybut splurges almost every day oncoffee at favorite locationRarely carries cashOnline activitySleeps with her phone; textsconstantlyFacebook, Twitter, Pinterest, andInstagram are her favoritesocial sitesLooks for fun things to do locallywhen she isn’t working or studyingWhat interest herPoliticsBooksMusicGood foodFun adventures with her friendsInfluencesBooks and musicFriends, coworkers, teachersMagazines, blogs, podcastsFavorite brandsTarget, Starbucks, H&M, Forever21,American Eagle, Ohio State BuckeyesWorried aboutPoliticsNot being able to pay her own wayGraduating on timeGetting a job after graduationWhat her life is likeShe’s always busy with littledowntimeDrinks too much coffeeWalks everywhereHas a small, used car but uses herbicycle moreGoes to school all day and worksor goes out at nightNo pets, no kids, rents anapartmentUses Uber, takeout, and ordersonlineHouse is messy and fridge isempty08

PERSONA FOR POTENTIAL SUV BUYERPersona forpotential SUVbuyer, KyleCreightonKyle is a 38-year old current owner of a late modelFord Escape. He’s engaged to be married and wantsa bigger, more reliable SUV. Kyle is an entrepreneurrunning his own computer programming businessout of an apartment in an eastern mid-size city. Hecurrently parks on the street but he and his fiancéare picking out their dream house in the suburbs.Kyle wants a new SUV and plans to start a familysomeday.Attributes: Upper middle class and collegeeducated. Smartphone and Apple laptop user.Politically liberal. Has one rescued cat. Goesonline to do everything from playing video games,ordering takeout, to Amazon shopping, and studyingconsumer reviews of the latest SUVs. Is a lurker onsocial media, rarely commenting.What matters to Kyle: Staying out of debt. Voting.The environment and sustainability. Would considera hybrid or electric vehicle but they are expensive.Is looking at the old Escape Hybrid, and the HondaCR-V. Anxious about the economy and his upcomingwedding. Loves working from home. Plays drop-inbasketball at the rec center once or twice a week.Loves his cat. Likes to road trip to the beach. Wantsto start a family in the next year.09

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GUIDE TO CREATING A DETAILED BUYER PERSONA. 02 . B2C BUYER PERSONA PERSONA FOR POTENTIAL 4 SUV BUYER SAMPLE BUYER PERSONAS. 06 B2B BUYER PERSONAS Title: Chief Information Officer (CIO), Chief . expert with business and strategy ski