Brand Basics
Understanding Personas
A brand persona defines who you are selling to and ensures your marketing message reaches the right audience. Many dealers already have an idea of their ideal customer, but formalizing personas makes marketing more effective.
Steps to Define Personas
Demographics – Consider zip codes, suburbs, cities, and states where your ideal customers live.
Age & Lifestyle – Identify the age range, marital status, family structure, and lifestyle of your customers.
Interests & Behavior – What are their hobbies? Do they enjoy wine, golf, live music, or high-end technology?
Buying Habits – Are they impulse buyers, or do they require extensive research before purchasing?
Acronyms & Classifications – Common buyer types include:
DINK (Dual Income, No Kids)
HENRY (High Earner, Not Rich Yet)
By clearly identifying personas, you can tailor your messaging and marketing tactics to attract the right audience while avoiding wasted ad spend.
Beyond personas, understanding target markets allows businesses to focus their marketing efforts efficiently.
Key Considerations:
Residential vs. Commercial – Are you targeting homeowners, builders, architects, designers, or business executives?
Market Segments – Residential projects can range from one-room solutions to luxury estates. Commercial projects may target industries such as government, education, or hospitality.
Pain Points – Understand and address customer concerns, whether it’s aesthetics, system complexity, or budget constraints.
Defining Target Markets
Application to Marketing Strategy
If your customers are golf enthusiasts, advertising on golf-related platforms makes sense.
If targeting designers and builders, provide educational resources to position yourself as a trusted partner.
Creating personas and defining target markets ensures a more efficient allocation of marketing resources and better engagement with potential customers.