When we look at all the research we’ve done on your audience, we create a persona of who we will keep in mind when developing your marketing communications strategy.
A persona is a character representation of your target audience. It puts a “name” and a “face” to those you want to reach. We take the most common characteristics of your audience to create this “person.” We name them, give them a job, a family and place to live. And then, we think about what they watch, what they listen to, what is their routine like, who are they influenced by, etc. Then, when it’s time to create the strategy, it’s easier to picture these individuals and not just a collective group.
Depending on the overall audience, we might create several different personas to represent different segments of the audience. It’s important that we don’t just create a fictitious person from thin air, but we use data and research to back up the persona’s details.