1. Personas: The Building Blocks for High Growth Customer Marketing Programs Anita John Head of Relationship Marketing Strategy
2. The Theory Demographic Psychographic Behavioral Data (site & purchase) Decision Making Process Bring it to Life! Sports Fanatic Family Guy Gift Giver
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5. Example: Brian Profile Brian is in his mid-30’s . He and his wife Janet live in in a brownstone in a recently renovated area of downtown Chicago . Brian works for the largest property management firm in Chicago as a Senior Regional Manager . Brian takes his job seriously. Brian is known to work 60-80 hours a week. He is ambitious, driven, very dedicated, believes in loyalty. While Brian works hard, when the weekend comes, he plays just as hard. Janet manages most of the finances when it comes to the house. In terms of investing and disposable income spending, Brian is in charge. Brian may make the purchase, but the decision is a joint one with Janet . Both Janet and Brian have been avid Chi Sox & Bears fans since childhood . They are season ticket holders for the Bears . They pick and choose the Sox games to see . They know there are a few match-ups they’d like to see, but really make a decision based on when they are free. Brian is in charge of looking for tickets . He will buy them, but will always check with Janet before he purchases them. Brian doesn’t have time to really search tons of sites or fuss about price. He just wants his tickets when he asks for them. Brian doesn’t watch TV. He spends more time on the internet blogging , surfing and listens to sports radio . Sports Fanatic
6. Pitfalls to Avoid Where’s the behavioral data? Family Guy Now what? Defined
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8. Today: Program Driven/Lifecycle Based 1 st Purchase Repeat Purchase Winback 1 st Time Visitor Prospect New Customer Active Inactive Welcome EM/DM/ Phone New Customer Programs Online Advertising WOM SEM Offline 3 rd party Partners Loyalty VIP Repeat Promo X-Sell Promo Up Sell Promo VIP Program Reactivation Program Tell-a-friend/Referral Programs Cart Abandon
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13. Programs/Lifecycle Driven by Personas 1 st Purchase Repeat Purchase 1 st Time Visitor Prospect New Customer Active Inactive Loyalty VIP Winback Family Guy Sports Fanatic Gift Giver
14. Persona Priority 1, Then Segments Persona Segment List Package Offer Universe Family Guy New Users RO Pkg A Sports Memorabilia 100,000 Family Guy Active RO Pkg A Sports Memorabilia 150,000 Family Guy VIP RO Pkg A Sports Memorabilia 30,000 Family Guy Inactives, >14 mos. Test Pkg A Sports Memorabilia 40,000 Gift Giver VIP RO Pkg A Sports Memorabilia 50,000 Gift Giver New Users Test Pkg A Sports Memorabilia 100,000 Sports Fanatic All, except Inactives & New Users RO Pkg A Sports Memorabilia 100,000 Sports Fanatic All, except Inactives & New Users RO Pkg A Sports Memorabilia 100,000 Sports Fanatic All, except Inactives & New Users RO Pkg A Sports Memorabilia 100,000 Sports Fanatic Inactives, 12mos-14mos Test Pkg A Sports Memorabilia 100,000 Sports Fanatic Inactives Test Pkg A Sports Memorabilia 100,000 Control/Rollout Total 970,000
