Retired at Retired
30 November 2005 09:37am
Personal Marketing is lookng like the technique-du-jour for web marketers. It is a way of segmeting anf describing your target market.
The idea is this. You create a fictional person (a persona) to represent each of your market segments. The persona includes name, age, even a picture as well as a bio. Then the marketing campaign is considered from that person’s point of view – “what would Vera think about that?”
I have written a very brief overview of the topic plus some useful links in my last newsletter. Click here for the text.
E-business & Information Director at The Entertainer
02 December 2005 17:29pm
Hi Bob, I see this as something that is making a comeback. Back in the 90s I worked in advertising and the media people came up with something called CATS (Consumer Analysis Targeting System). They were very proud of this and it was seen as intellectual property and closely guarded. It was pretty much what you describe. The characters were people like Cultured Katy, Leisured Larry, Hedonist Harry, etc. each with specific profiles. These 'characters' would then be used in a number of different ways, eg what would their attitude be to this product? what would they think of this means of communication? what would their propensity be to buy? These days I guess it is used more for user experience mapping from the point of view of each of them. I think it is a sensible way of approaching things but I'm sure it's been around for a very long time, way before the 90s I would imagine. I'm sure people were doing it before this ad agency. Cheers, Dashford.
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