Every marketing strategy starts with drawing up a few buyer personas, to visualize who your customers are, how they behave and what their motivations are. In this way you give those target groups their own message.
American research shows that companies that support marketing with buyer personas achieve 124 percent more returns. Nowadays there are roughly four buyer personas , which are particularly enlightening for entrepreneurs: competitive, spontaneous, methodical and human.
1. Competitive:
– logical thinker who acts purposefully
– responds well to offers
– requires little information
2. Spontaneous:
– quick thinker based on emotion / feeling
– responds to offers, with sufficient certainty
– does not read long texts, but scans information
3. Methodically:
– takes time for decision
– well informed, bases decision on facts
– also conducts external investigation
4. Human:
– takes time for decision
– chooses an ’emotional’ perspective and good relationship
– wants to know what others think of you
Meat and blood
Make sure that you see your customer as a person of flesh and blood. Prevent your thinking about him only in values such as education, income and gender. A good customer profile also states how your buyer persona looks at life, what his motives and motives are, but also his fears and doubts.
There are different ways of mapping out motives and motives. Many companies use a value and driver scheme with a vertical and horizontal axis. At the top of the vertical axis is, for example, freedom and at the bottom control. For example, to the left of the horizontal axis is “I” driven and to the right “we” driven. From the diagram you can determine within which quadrants most of your customers fall.
Domino’s Pizza
A good example of different direct mails to different customer profiles is Domino’s Pizza. Domino’s works with franchisees who all have their own marketing budget for direct marketing (DM) and door-to-door advertising. However, since sending a DM mailing franchisees took a lot of time, very few stores did anything with this. And that had to change.
Domino’s went looking for a party that could help to ensure that DM was used more and better.
Together, the two companies set up the buyer people for Domino’s and the following three target groups came out for the DM campaigns:
– customers who ordered pizza from Domino’s for the first time
– ‘sleeping’ customers who hadn’t ordered anything for a long time ;
– customers for whom a pizza was delivered late.
Every Domino’s franchisee determines which target group is important to him. He then collects the contact details of the right customers himself and sends them to the printer in an excel file. He can then start printing the right cards.
Tune your tone and message
These three target groups must each receive their own message, each with their own tone. For example, customers for whom pizza is delivered too late will receive a ticket on the bus that apologizes with a discount code.
And ‘sleeping’ customers get a ticket on the mat with an attractive offer, so that they can place an order again. If you communicate in a more targeted manner and develop products based on a clear customer profile, you do not have to shoot with hail, but you can aim more effectively.
