Mastering
the art of involving, attracting and selling to a specific buyer persona is the
ultimate goal that every marketer should pursue.
When you
target your audience you learn how to reach them easier and you can use
cost-effective strategies to get them.
So,
once we understand who is our target customer we market to them in just the
right way.
Some
companies and branding events just "got" that. Let's see who is on
top of that game:
Seventeen
Almost
70 years old, Seventeen Magazine has been doing an amazing job speaking to the
teens of America. Of course the format changed over the years but the essence
remains the same as they've been approaching topics like issues and insecurity
that all high school girls have.
Picture from an articule on The Awl.
Apple
With
outstanding marketing campaigns, Apple knows how to touch their target
audience, which are not only general consumers but mostly business
professionals that are more then ever seeking efficient devices to make their
work life easier and pleasant. And Apple knows how to create a buzz around
every launching product that people feel the need of getting the new one. Take a look at this iPad2 add.
MySpace
Exactly,
MySpace is alive. They decided to change their target audience when Facebook
came out and showed to be a more powerful tool for people of all ages interested
in social networks.
So they
started focusing on a new persona, musician and music lovers. And that was a
great hit. MySpace now is the social network for music-related interaction.
They have great tools for musicians to market themselves.
Zipcar
Young professionals,
living in the city, passionate about travelling, can’t afford to buy a car or
simply doesn’t feel the need to buy one, people who wants to have a car when
they need without the worry of paying for gas, insurance and maintenance. That’s
Zipcar buyer persona. And they know how to communicate with them pretty well.
Taking advantage of Twitter and Facebook, using contests as a marketing tool
aligned with responsiveness and tone of voice.
Procter & Gamble
P&G is a multinational
consumer goods company that carries about 80 brands of household items. So
clear is their buyer persona… They go for the mothers who in the most cases is
the person maintaining the house. In their campaigns, they speak right to the
heart and which mother does not get emotional about their babies?
Fan Expo Canada
One of the biggest events in
Toronto, Fan Expo Canada has been grown considerable year by year since they
started. This annual multi-genre fan convention attracts people interested in
comics, sci fi, horror, anime and gaming coming nationally and internationally.
They speak the same language of their target, they have a strong presence in
Twitter, they advertise about the event in comic books and they have
partnership with game design school. With all these coolest
Lights held a world exclusive, album premiere listening party at Fan Expo Canada. Fans attending the sold-out event had the opportunity to hear her new album, Little Machines, in advance of the album release date.
I used as resource for this
article, 7 Companies that Totally “Gets” Their Buyer Personas by Rachel Sprung from
the HubSpot blog
What do you think about this? Do
you have an event or company in mind that is targeting like a pro? I can’t wait
for you to share your thoughts with me…
