As I do not have vast personal experience developing
marketing campaigns using buyers’ personas, I will focus on some of the
techniques discussed in this weeks reading that are conducive in doing so,
while relating back to personal experiences when applicable.
The first point that spoke to me by Kerpen was when he
mentioned, “You will likely find that there is more than just one group of
people who are looking for your goods or services.” (Kerpen, 2011, p. 34) In my
previous position, my management team was supremely focused on just one group
of people. However, numbers began to slightly erode. Whether that is through
natural attrition or the property becoming stale to them, I felt it was time to
begin targeting other groups, too. I suggested we use social media as a means
to target a new, younger group, as seniors were the primary focus. Unfortunately
my superiors were not keen on the idea, which was frustrating. I believe it
would of helped, and at the very least, it could not of hurt. Kerpen (2011)
says “Social media will help you find your target audience and provide you with
further insight about this group or groups.” (p. 34) Relating it back, I
believe we could of began to find a new demographic to target and made
progress. Unfortunately, I feel there are still some skeptics in the Generation
X realm that believe social media is just for connecting with friends and
fooling around. I want to clarify I do not think it’s specific to this
generation, but it was just what I personally experienced at the time. As my
manager immediately stated after I presented my research and presentation
introducing social media, “This would never work, our clientele will never use
social media.” In business, I feel it is important to keep an open-mind and
never become complacent. We should always be looking for new ways to attract
new customers.
What Scott wrote regarding The Buyer Persona Profile was important, too. “For each buyer
persona profile, we want to know as much as we can about this group of people.
What are their goals and aspirations? What are their problems? What media do
they rely on for answers to problems? How can we reach them? We want to know,
in detail, the things that are important for each buyer persona.” (Scott, 2013,
p.166) Too many times I feel it’s easy to develop the “we know what were doing”
bravado. Especially when seeing success I think it becomes easier to overlook some
of the details Scott mentions. When the customer essentially becomes just a
number is when the potential relationship begins to erode. I’ve always felt it
is paramount to understand the consumer, from their business profile to even on
a personal basis. I found it interesting that when developing a relationship
with a customer that they would be much more enthusiastic if you asked them how
their sister or dog was they mentioned once in passing, over getting them a
deal on their accommodations. Research is vital when developing a profile for a
large group of people. But when building a profile in your niche, it’s very
important to ask the above questions. Not all consumers are alike, but if
they’re within the same demographic we can get a great feel for what they may
be experiencing, demanding, and the best way to reach them. For example, if
dealing with a millennial, you would probably understand they are dealing with student
loans, demanding mobile-based apps, and find its best to reach them via social
media. By slowly getting to know each consumer, and asking some basic but very
informative questions, we can solidify a strong profile that will allow our
marketing campaigns to see the utmost success.
As social media is relatively new in the business world, it is not uncommon to find some resistance from management when it comes to using it to generate interest and even sales. Change is difficult for companies, especially those that have been doing things the same way for a long time. Scott mentions that businesses do not necessarily want to get rid of all of their other marketing techniques, but supplement their existing tactics with social media (2011, p. 13). What other factors besides generation come into play when trying to decide whether or not a social media presence should be instated?
ReplyDeleteI agree that it is important to build out these buyer personas, and it certainly takes a lot of research to do this. Scott recommends interviewing people and reading “the publications and websites that your buyers read to gain an understanding of the way they think” (2011, p. 142). Do you agree with Scott? What are some other ways to really get to know your customers?
Once these buyer profiles are created, companies can create marketing programs to connect with these different segments (Scott, 2011, p. 141). As a result, “when you really know how your buyers think and what matters to them, you eliminate the agony of guessing about what to say or where and how to communicate with buyers” (p. 144). At the same time, do you think social media has made it easier or difficult to actually make these personal connections? Are we all being grouped into these buyer personas, but not truly being looked at as individuals?
Scott, D.M. (2013). The new rules of marketing & PR. Hoboken, NJ: Wiley.
Hi Allison,
DeleteThanks for the response!
I agree with Scott that reading the publications and websites our buyers read helps in understanding them. It certainly cannot hurt and I think the more we immerse ourselves into our customers interests the better we will begin to understand them. Taking a holistic and broad approach can help educate ourselves on the many different avenues our audience may take.
I believe social media has made it easier for us to personally connect. I feel this way because we can communicate with a company instantly. Before, we had to always call customer service lines, write letters, or go to the actual place of business to get an answer. Not we can tweet them or leave an inbox message on Facebook that allows instant access. Sure, some of us may get lost in the fold, but overall, I feel it is easier to connect in this day of age.
Thanks!
Jordan
I agree that we can communicate much more quickly, and we want that instant response. I had a Tervis water bottle that had a leaking lid, so I went onto the Tervis website and was able to chat with a customer service representative almost immediately. She was able to help me and send me a brand new lid. I thought that Tervis did a great job with their customer service.
DeleteAt the same time, I sometimes feel that the personal touch comes from actually getting to speak to someone, whether it is over the phone or in person. We can rely on our phones too much to the point where we forget to actually look up from our devices and talk to each other. Take a look at this article: http://www.theatlantic.com/education/archive/2014/04/my-students-dont-know-how-to-have-a-conversation/360993/
How do we balance the advantages and disadvantages of technology use?
Jordan,
ReplyDeleteYour post was very interesting to read as you give a perspective that I don't think any of the rest of us have presented just yet - which would be the uphill battle of trying to convert or assimilate modern methods into a changing business landscape. Some companies (and people) are still working on accepting and understanding the newer advancements and opportunities available. I applaud you for taking the initiative to open your management's eyes and present new ideas. Though they did not accept the suggestion yet - I think that you will eventually prevail as evolving is truly the only way for any industry or company to remain relevant with any market - as consumers also continue to evolve and change.
Not only are companies having to change the way they do business, they need to reevaluate their goals. As such, it is important to “align marketing and PR objectives with those of the organization” as a whole (Scott, 2013, p. 163). Getting senior leadership involved is certainly an important step to creating lasting change within a company. Without executive support, it is difficult to drive new initiatives within a department, let alone a whole organization.
DeleteI have found that where I work, it is hard enough just to keep everyone aware of what the rest of the teams are doing throughout the year. We end up working in silos when we should really be utilizing each other’s successes and not reinventing the wheel every time we do the same types of projects. We need to refocus so that we are all moving towards the same goals, even when on separate accounts (Scott, 2013, p. 163).
How can an organization’s structure affect its overall goal attainment and how customers are ultimately treated?
Scott, D.M. (2013). The new rules of marketing & PR. Hoboken, NJ: Wiley.
Allison,
DeleteI completely agree with you on the difficulties presented when different departments and/or initiatives don't align. I think that speaks to the importance of the growing changes in the Marketing field as a whole with the creation of IMC (integrated marketing communication). Much as I experience in my own agency - public relations and marketing are less separate entities now - and more of a partnership. I think the same needs to happen across all realms of companies and marketing efforts. Without synergy, there will be an evident detatchment in not only goal attainment, but also promotions, marketing initiatives, brand equity and consumer loyalty. Without open communication between different department entities - there can be confused or muddled messaging, which leads to overall market confusion.
This is also why, as in Jordan's example, it is so important for everyone within a company to be on board with goals or methods - or else there is a risk of disjointed efforts which only hinder success in the long run.
Hi Allison and Caitlin,
DeleteI absolutely agree. I believe it is paramount for different departments to align, or begin the process to. With the PR, marketing, sales, etc., all becoming intertwined, its most important for everyone to be informed. As Allison mentioned that she and her coworkers end up working in silos, I think its time organizations start educating themselves on the importance of integration. With so many different platforms and strategies becoming available, its too easy to become disjointed. Now more than ever is the time to integrate.
Not only is it important for departments to align with organizational goals, but they should also be familiar with the company’s social media presence. In general, “everyone at your company who ever may come into contact with a customer should be trained on the fundamentals of “likeable” social media: listening, transparency, responsiveness, and engagement” (Kerpen, 2011, p. 166).
DeleteAt the same time, it is easier to say that companies need to integrate their departments than to actually do this. How can individuals or entire organizations make small changes to bring them closer to alignment? Where I work, we try to do monthly staff meetings, so that we can keep everyone informed of important updates. However, it is tough to get people to these meetings, as we travel to clients or have other conflicting client calls that take precedence over an internal meeting.
Kerpen, D. (2011). Likeable social media: How to delight your customers, create an irresistible brand, and be generally amazing on Facebook (& other social networks). New York, NY: McGraw-Hill.
Hi Jordan,
ReplyDeleteReaching out to more than one group of people is the way to go in order to keep things fresh and interesting. Even now, older people seem to have some semblance of social media presence (even if it is just LinkedIn). If a company or its staff is not moving forward with technology, it will quickly get left behind and forgotten. It sounds like you were light years ahead of your manager. I agree that keeping an open-mind about attracting new customers is hugely beneficial, it's all about staying relevant. I certainly understand your point about the importance of developing a relationship with consumers via remembering personal details. In my experience with consumers, the customer is not only more enthusiastic, but trusting, understanding, and patient. Not to mention willing to share their good experiences by way of social media or word-of-mouth.
Great post, really interesting thoughts.
Older people seem to have more than just a minimal social media presence. In fact, Facebook “saw particularly strong growth in the 55-and-up age group” and a 41% increase for ages 25 to 54 (Brumley, 2014, para 4). This actually benefits marketers, as it is people ages 25 and up that have the most spending power, making it more beneficial for these groups to see the ads on Facebook and other social media platforms (para 10). At the same time, the younger demographic between the ages of 13 and 24 are still valuable to marketers because they are very willing to share their opinions (para 9). Thus, it is important, as you mentioned, to target more than one group of people.
DeleteWhen you mentioned connecting with people through personal details, it reminded me of the example of Amanda Palmer, a singer, who used both in person meet-and-greets and social media tools to connect with her fans (Scott, 2013, p. 265). She uses Twitter frequently to comment on fan questions and to pull together secret concerts for her loyal followers. What Amanda Palmer does is very similar to what Taylor Swift does to connect with her fans, although on a much larger scale. The importance here is that both of these singers also bring a personal touch to their social media presence and make sure that they are actually meeting in person with fans. Do you think it is critical to have this face-to-face interaction in addition to a social media presence to be successful?
Brumley, J. (2014, Feb 4). Facebook users are getting older…and that’s a good thing. InvestorPlace. Retrieved from http://investorplace.com/2014/02/facebook-users-demographics/#.Vgah1stViko
Scott, D.M. (2013). The new rules of marketing & PR. Hoboken, NJ: Wiley.
I wouldn't say that it is critical to have face-to-face interactions to be successful. I would say that knowing personal details and thinking of consumers as more than just a number or sale would be beneficial to a company. Keeping in mind that there is a human being behind the computer screen may help the consumer feel more important (potentially increasing brand loyalty), and may help the service provider to be more consumer friendly and helpful (potentially increasing sales and customer satisfaction).
DeleteWhile personal interactions are important, you are right that it does not always have to occur face-to-face. Take a look at this article on how Amazon has created an entirely online retail store without any physical locations: http://www.businessinsider.com/why-amazon-is-so-hugely-successful-2012-12
DeleteAlthough I buy certain items like textbooks from Amazon, I personally enjoy going to an actual store and being able to choose the product myself or try it on if it is an item, like shoes or clothes. At the same time, online retailers that allow for free returns make it easier for people to try things on at home, helping to simulate what occurs at an actual store.
That is an excellent point, I do not know anyone who doesn't love Amazon. Its customer service is also great, someone will get back to you within hours (usually less) and you don't have to sit on hold on the phone listening to terrible elevator music. There is nothing like going to a store and being able to physically touch and try on items. But like you said, online retailers that allow for free returns are making the non-physical store more enticing and convenient.
DeleteI am sure there are people out there who do not love Amazon, but maybe Amazon can convert them into fans who will then make a lot of positive noise about the company on their social networks. ;)
DeleteI agree with Debra's point that it is not absolutely critical to have face-to-face interactions with customers. All though it is nice, it's not always possible. I liked what she said that we should think of customers are more than a sale. If we value them as people and form a relationship that shows we aren't just trying to dig into their pockets, I feel the relationship becomes much more amicable and allows us to perpetuate our previous and current success.
ReplyDeleteAs I mentioned above, I agree that face-to-face interactions cannot always occur, but a company can still be successful.
DeleteAt the same time, I am not sure if I am loyal to a company because they have built a relationship with me. For example, one of the stores that I shop at is Express. I like their clothes and that they send me coupons in the mail. I do not really participate in their social media campaigns and I shop at other places. Has Express built a relationship with me?
How do you feel that companies can make their customers feel like more than a sale? How do you build relationships with people through only an online presence if there are customers who are not necessarily using social media?