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Hello, I'm Susanne Currid and I help restaurants, bars and cafes to better engage with their
customers online.
Today I'd like to talk to you about customer personas.
When I was a web producer in the past, one of the things we used to do when we started
a web project was to create what we called a customer persona. This was a fictional story
that helped to flesh out more information and really bring to life our customer in a
short story. In this short story we would describe their gender, how old they were,
what they were interested in, what their motivations were for interacting with our brand or service.
And we would think of all sorts of other aspects that would really help to get us into a deep
understanding of what motivated this customer.
I was delighted to see that one of my restaurant customers was also using this process and
they had three or four different personas that they used to help them to reach out to
customers through their wider marketing. When I saw this I suggested well maybe we should
also be using these personas to help us to work out what we need to say through our social
media marketing. And they did indeed prove to be very useful indeed.
We thought about the motivation of customers during the World Cup. We ended up running
a campaign which was called the 'No Ball Game' campaign where our particular customer who
was in her late twenties, who would like to socialise, who liked a few cocktails. We thought
perhaps during the World Cup her boyfriend is going to be ensconced on the sofa and she
would like to get out and be with her friends during that period. So let's give her a space
to go. Let's give her an enhanced experience. So we said, if you arrive at 8pm (kick-off
time) with your friends you'll get a complementary cocktail as part of our special 'No Ball Games'
promotion during the World Cup. And it proved to be very successful. We had plenty of people
coming in on Monday nights and Tuesday nights especially, nights that were typically quiet
for the business.
If you would like to use this process I suggest that you write three or four personas and
really flesh them out as much as you can. More than that, it's difficult for people
to remember.
For more information about using customer personas, I suggest you click on the link
below.