Customer Profiles Before Online Sales
Before market saturation became the norm customer profiles and even marketing plans were merely broad outlines. However, in the communication age, broad outlines are unsuccessful. Consumers expect you to see them, to understand their life, and to craft the perfect solution. It’s clear a customer profile that lists Male, 18-25 with an income of $40,000+ doesn’t help you create marketing that speaks directly to someone.
How to Craft a Useful Customer Avatar/ Profile
The easiest way to do this is to describe a current customer/client. Write down everything you know about that one person.
Mockup Setup: A pet store owner
Avatar/Profile: First Time Dog-Owner
Is a single freelancer in his early 30’s. He is an active outdoors man and excited about his first pet, a Boston Terrier named Bobo. He loves that his dog can go everywhere with him. He drives 30-minutes Saturday morning so Bobo can visit his friends at the dog park. Sundays are reserved for brunch at a local bistro where they both enjoy eggs and bacon. Seth is a fitness buff and recently tried out doggy Yoga with Bobo. While at the yoga studio he noticed Bobo might be a little overweight. Bobo also didn’t listen to commands causing many disruptions during the yoga flows.
He wants to change up Bobo’s diet and enroll in an obedience class.
Marketing to Seth:
Now that we know Seth, we can start to understand what triggers his search for solutions we can help him with.
What obstacles does Seth have to overcome in order to purchase from us?
1. Time ( Finding an obedience class that fits within his schedule.)
2. Cost (Funds vary month to month as a freelancer)
3. Trust (That we care and understand Bobo and it’s not just about $$$)
4. Variety of options (Food products & toys)
5. Dogs optional ( Bringing along Bobo is a major plus)
Luckily we are a pet store that will greet Bobo first and Bobo’s dad next. After all, we opened our business to serve our 4 legged companions. The entire store is designed to give Bobo an amazing doggy shopping experience complete with a fire hydrant outside. Our obedience classes are held 3 times a week but the Saturday class is at the same park Seth visits which will fit his schedule perfectly. In fact, he just got a recommendation from a former client last week which is what brought him to our website.
When you do the research and create real-life examples of customers lifestyles it becomes easy to choose how to market. In the example above we could have gotten Seth to purchase from us in other ways. At the yoga studio, we could have our trainers be there a few sessions a week to help out with distracted pups. The bistro, we could use table tents to advertise our organic dog treats, or have them avialable for sell at the restaurant. It doesn’t take much creativity when we understand our customer’s lifestyle and needs.
Now go create your own Customer Profiles that will help you focus your marketing.
Don’t have any Customers Yet?
Go meet with potential customers. You could assume you know your customer and start building your customer profile. The trouble is our assumptions often leave valuable insights on the table. If you want to be successful in your marketing talk to real people sooner than later. Most of us grew up being told to stay quiet and don’t bother people.
Most of us grew up being told to stay quiet and not to bother people.
It’s natural to feel like you are annoying people with your questions. Tell me, were you annoyed with the last person that sat down and just wanted to get to know you better. The conversation where there was no strings attached, no sales pitch. Just you and someone else that was interested in what’s important to you. I wouldn’t be.