Module 1: Boosting Brand Visibility Through Content-Driven Relationship Marketing Unit 3: Marketing to Persona Pain Points
Motivations. That is why the segmentation process should start with knowing what motivates your potential audience.
males, red carpets, and featured attractions.
Current Interests. From here, persona profiles could be developed on the desires, exhibited traits, and interests of all sixteen personas. These additional dimensions will help us more fully understand why the understanding of pain points starts with understanding each persona. For example, an examination of each persona’s desires gets us closer to understanding a pain point keeping them from fulfilling these desires. The lifestyle traits help provide the tone and setting in which we introduce our content. And their
“It’s not about the suit…It’s about the motivations of your target audience.”
Personalities. From these motivations, marketers will often segment their personas based on common personality traits as shown below. Notice how the motivation for perfection is divided into distinct psychographic (not demographic) clusters labelled as metro
Motivation: PLEASING
Motivation: PERFECTION
Personality: Father of the Bride • Life Style Traits: Sentimental • Interests: Family Bonding • Desires: Unspoiled Daughter Day Personality: Sommeliers • Life Style Traits: Accommodating • Interests: Refinement • Desires: Fine Hospitality Personality: Podium Pleasers • Life Style Traits: Charismatic • Interests: Inspiring Audiences • Desires: Motivational Speaking
Personality: Metro Males • Lifestyle Traits: Narcissistic • Interests: Grooming & Fashion • Desires: Admiration Personality: Red Carpets • Lifestyle Traits: Pampered • Interests: Global Business • Desires: Entitlements Personality: Featured Attractions • Lifestyle Traits: Honored • Interests: Performing Arts • Desires: Elegance
Pleasing Daddy’s girl
Perfect Looks for Admiration
Pleasing patrons with refinement
Perfect Looks for Service Entitlements
Pleasing congregations with charisma
Perfect Looks for Audiences
Motivation: PROMINENCE
Motivation: POSTURING
Personality: Primetimes • Lifestyle Traits: Boastful • Interests: Celebrity Mingling • Desires: Flamboyance Personality: Proud Patrons • Lifestyle Traits: Proud • Interests: High Society Life • Desires: Stature Personality: Trump’s Apprentices • Lifestyle Traits: Professional • Interests: Fast Track Leadership • Desires: Swagger
Personality: Saville Rows • Lifestyle Traits: Classy • Interests: Luxury Craftsmanship • Desires: Sophistication Personality: Polo Clubbers • Lifestyle Traits: Cultured • Interests: Prestigious Club Events • Desires: Etiquette Personality: Monte Carlo Black Ties • Lifestyle Traits: Extravagant • Interests: Casinos • Desires: Upscale Nightlife
Prominent leaders displaying sophistication
Posturing for fame through flamboyance
Posturing for new wealth recognition
Prominent affluence displaying etiquette
Posturing for leadership with swagger
Prominent celebrities displaying nightlife
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