The Rave guide to understanding your audience

Ever wondered what your ideal buyer wants? What makes them buy certain brands and not others? And most importantly, what makes them loyal to a brand?

Creating an audience persona is the key to having accurate audience insights that form the backbone of your brand decisions. Personas have a great impact on marketing strategy, and with an increasing number of younger consumers wanting to invest in brands that align with their personal values[1], understanding your audience has never been more important. 

We talk to Rave’s Junior Account Manager, Hannah, who explains how we can get into the minds of our customers…

 

What is an audience persona?

An audience persona is a profile that describes your target customer. It’s based on research, either from current data or interviews and surveys. They help brands to understand and empathise with their customers to improve brand loyalty and new customer acquisition. Your audience personas should always be the starting point for your marketing strategy.

How can we better understand our buyers?

Trying to create content without knowing your audience is like trying to drive without a license – messy and a massive risk! Our buyers are complex, and so are the reasons behind their buying decisions.

There are key elements we should consider when developing audience personas:

  • Demographics – How old are they? What life stage are they at? Are they married or single? – Buyers of different ages have different buying habits and motivations. E.g. if you’re targeting Gen X, you may want to spend more budget on traditional media, but if you’re advertising to Gen Y/Z, you may want to put more budget behind social media platforms.
  • Geo-Demographics – Where do they live? Which ACORN classification are they in? – Where your buyer lives will greatly impact the products that they buy. You don’t want to be selling winter coats to a surfer living on the Gold Coast!
  • Shopping patterns – What disposable income are they likely to have? Do they prefer to shop regularly throughout the month, or save the money to invest in a long-term product? Would they rather shop online or in-store?
  • Media usage – Do they watch live TV or rely on catch-up services? What are their media habits? Do they use social media every day? Which platforms do they prefer? Would they choose a newspaper over a news app? Different generations use media in different ways, so it’s key that we target them in the most relevant way.
  • Personal values – What are their hobbies or personal interests? What are their values? – If their hobbies directly relate to your products, then it is key that you know what your customer enjoys doing in their spare time. It is also equally important to know how much they are likely to have to spend, when they are likely to spend it and how they research products.
  • Pain points – If your buyer is easily frustrated by poor customer service, it is important to ensure that your brand excels in this area to improve customer retention.

Do all brands need them?

We develop audience personas to build trust with out audiences, to market products or services to them that meet their expectation and eliminate their pain points. Even if your business is small, it is still important to ensure you understand your customer base and can connect with them in the most engaging and appealing way. All brands, big or small, need to understand their customers and keep them coming back for more.

 

#personas #marketing #branding #brandawareness #audience #customerprofile

[1] https://knowledge.wharton.upenn.edu/article/brands-emotional-connection/