The business world is becoming increasingly competitive, and market orientation, as well as customer loyalty, converge in CRM strategies (Customer Relationship Management) to create community, generate connections, and share values or beliefs that become loyalty and repurchase. In the process of marketing strategic planning, tools such as the customer map, customer journey, or market segmentation by trends appear. However, how much do we really know about our customers? Have we clearly defined our ideal customers? At Viernes Strategic Videos, we understand the importance of in-depth knowledge of our customers, where the Buyer Person is essential in the brief of each audiovisual piece and thus design effective copy.
A Buyer Person is the real or fictitious representation of the ideal customer, regardless of the market, business model, or product/service. It is based on real data about customer behavior and demographic characteristics, as well as a recreation of their personal stories, motivations, goals, challenges, concerns, dreams, and joys.
The realization of the Buyer Person contemplates the general context of that customer, and not their attitude or behavior towards the brand. Developing the Buyer Person for each segment (if you have them) is a fundamental exercise for creating relevant content for social networks or different communication channels used, designing new products, and any other activity related to customer acquisition and retention. The key to creating a Buyer Person is to ask the right questions to the right people, who provide the most useful information for a detailed and representative study.
When creating your Buyer Person, consider:
1. Socio-demographic description: age, marital status, gender, education level, socioeconomic level, income range, etc.
2. Buyer person context: where do they live? Where do they go on vacation? Do they have children, how many? What type of diet do they practice? What sports do they practice? And any additional information about their lifestyle.
3. Motivations, tastes, and interests: what do they do in their free time? What are their tastes? What are their interests? Hobbies? What are their beliefs and attitudes towards life?
4. Access and use of technology and communication: what social networks do they use? What books or magazines do they read? What talks or events do they attend? What do they search for on Google? Do they prefer online or in-person shopping? What payment methods do they prefer? Simply identify whether they use their computer, tablet, or phone more.
5. Forms and consumption trends: Online consumption, how do they buy? What are their consumption trends? What influences their purchase? What is their purchase frequency? What do they get when they buy the product/service?
6. Personality: type of personality, archetype, values, attitude, and aptitude towards life, and in some cases, how they behave, think, and perceive our product/service.
The Buyer Person is the answer to in-depth knowledge of your customers, to carry out a strategic communication plan in different communication channels.