MARKETING
The Multiple Personalities Of Your Target Customer
By Valerie Ambetsa Siganga
‘ I have two different sides to my personality . Someone else takes over when it ’ s time for me to work and when I ’ m on stage .’ Beyonce Knowles .
Marketing campaigns have a way of changing your day or creating amazing conversation starters . Normally , the typical campaigns elicit a simple nod of appreciation . Occasionally , an interesting campaign pops up that creates amusement , confusion , provokes thought or may just shock you to the core . Do you ever experience a marketing campaign and wonder who the target really is ?
It ’ s not just you ! How I react as a ‘ member ’ of the target market depends on when you catch me , who I ’ m with or what I ’ m doing at the time . Your target market has different personalities . Conversion is only possible if you are speaking to your target market with the right message , and the right language . You need to have your marketing done right .
Your target customer is not a monolith . Every time my team and I revert to a brief , we include what we believe to be a comprehensive profile of the customer . This includes their current income , demographic description , habits and values , motivations , spending patterns and more . While on the surface , this may seem to cover all the bases of who is being approached , and answer the quintessential ‘ why ’, the story of your customer has more twists and turns than a Jeffrey Archer novel .
Check out this example of a customer and her digital behaviour , and for purpose of clarity , I shall call her Veronica .
Meet Veronica - The Professional
Veronica is a seasoned professional , focusing on growing her business . She arrives at work early each morning and begins her day with checking the latest headlines on her online newspapers . Once up to date , she peruses through her emails which may lead her to her LinkedIn profile to answer a comment or review some industry learnings . She stays in touch with her co-workers through Slack and WhatsApp .
Meet Vero - The Fun Lover
Vero is an outgoing 30 something-year-old who wonders how she is managing with all this ‘ adulting ’. She meets up with her friends over the weekends for some drinks , to catch up on the happenings of the week and separate herself from work . When with her friends , she enjoys spoiling or treating herself , and is more likely to spend without too much planning . In this group , she bows to peer pressure .
Meet Ronnie - The Mum
Veronica aka Ronnie , the Mum , has two children , both under the age of ten . When you meet her at a mall , supermarket or outside her home , she seems rushed and on high alert . She is keeping an eye on her two children , while getting her shopping done . Typically , you will find her shopping at a mall , and she will either be very discerning , or purchase what is put in front of her to move the process along . She also gives in to her children ’ s desires while shopping .
All these three personalities are complete identities , found within one person .
People are more complex than we give them credit for . Consider when and where you will be engaging your customer to ensure your plan achieves the result you desire . Doing so will help you understand the psychological triggers that prompt your target customer to make purchases .
Here are a couple of tips that may be helpful .
Tip 1 : Advertising is a trigger , and this can include online and out-of-home advertising . Relevance is the first word that comes to mind , as your advert needs to be well crafted for the person viewing it . Endorsement , not by yourself but by other customers is powerful in increasing conversion and gaining traction in the market . This helps to elevate overall trust and can also increase impulse buys .
Tip 2 : Consider multiple touch points , to ensure you reach your customer at various times within their daily routine . The easy way to market is to have a consistent message across all the touch points - and truthfully , there is value in a repetitive message that may resonate with the customer . A smarter way is to craft a message that varies with each touchpoint to target the ‘ personality ’ you will be interacting with . A little more work than usual , but the results may be well worth the effort .
In a nutshell , it ’ s essential to understand the different personalities of your target market to create a marketing strategy that resonates with them . By understanding their motivations , you can create content and messaging that speaks to them on a deeper level , increasing your chances of conversion . So don ’ t be afraid to get to know your target market inside and out - it could make all the difference in your bottom line .
Valerie Ambetsa Siganga is the Growth Strategist at Pink Africa Marketing , a Marketing Agency that helps businesses grow . You can commune with her via email at : Valerie @ pinkafricamarketing . com .
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