Product Benefit
The brand exists to serve the audience and it’s in their mind the brand is built.
Put simply, without the audience there is no brand.
Product Description
The audience persona is a fictional character or characters that brings the audience to life.
The persona defines both the circumstances and behaviours of the target group of people through their demographics and psychographics.
Effective audience persona’s however go much deeper and understand the:
Who the audience is (demographics)
Age, gender, marital status, geolocation, job title, income, etc.
Who the audience is (psychographics)
Music, hobbies, magazines, favourite food, etc.
What they want
What they don’t want
What they struggle with
Their internal and external conflicts
How this impacts them
What options they have in the market
How they feel about those options
Why We Have To Split Up The Audience
Here’s a great example:
A physiotherapist needs to understand the segments that make up the market of people who are looking for their services.
For example, there are different groups of people in the market for a physiotherapist.
These groups include
- People recovering from an injury
- People who play sports
- People with back & neck problems
- Pregnant women who need relief
- Children with developmental challenges
Each one of these groups is a segment in the market which the physiotherapist needs to understand before defining who they want to help.
Scope of Work (If Coding Bull Performs The Service)
- Define target customer segment (demographics)
- Arrange 8 to 10 30-minute customer interviews in the target segment
- Design interview questions
- Conduct customer interviews (extract psychographics info)
- Summarize customer interviews
- Define target customer’s desired benefits (what do they want?)
- Define target customer’s desired features (in what way will they think our product can deliver the benefits prior to purchase?)
- Two 1-hour discussion sessions with business leaders and our marketing strategist
Scope of Work (If The Client Performs The Service)
- Two 1-hour discussion sessions with business leaders and our marketing strategist
