Buyer Personas

Buyer Personas
О книге

The debate about high frequency trading (HFT) has been raging since around the beginning of 2010, after a couple of years of record profits in 2008 and 2009 were reported upon by the press with a generally negative tone. But, it was manageable. Regulators were making careful, but mostly correct moves to fix what needed fixing. Until it all came crashing down. With the release of Michael Lewis's latest best-seller, Flash Boys, potential progress was dramatically and possibly irrevocably set back. This e-only book will provide a close look at the topic of high frequency trading in its various aspects: what it is, how it's done, why it matters, and whether we should have concerns.

Автор

Читать Buyer Personas онлайн беплатно


Шрифт
Интервал

Buyer Personas
How to Gain Insight into Your Customer’s Expectations, Align Your Marketing Strategies, and Win More Business
Adele Revella
wiley logo

Cover image: © iStock.com/skodonnell

Cover design: Michael J. Freeland

Copyright © 2015 by Buyer Persona Institute. All rights reserved.

5 Rings of Buying Insight is the trademark of Buyer Persona Institute. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750–8400, fax (978) 646–8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748–6011, fax (201) 748–6008, or online at www.wiley.com/go/permissions.

Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with the respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor the author shall be liable for damages arising herefrom.

For general information about our other products and services, please contact our Customer Care Department within the United States at (800) 762–2974, outside the United States at (317) 572–3993 or fax (317) 572–4002.

Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.

ISBN 978-1-118-96150-6 (cloth);

ISBN 978-1-118-96165-0 (ebk);

ISBN 978-1-118-96166-7 (ebk)

DEDICATION

This book is dedicated to every marketer who questions the wisdom of making stuff up

FOREWORD

Back in 2007, I gushed enthusiastically on my blog about the GoPro digital camera, which I had purchased to take photos and videos while surfing. I was a very early adopter (the digital version had been out only a month).

The clever marketers at GoPro focused on creating cameras that address the specific problems faced by consumers, in my case a camera I could take surfing. Not long after my original post, I interviewed Nick Woodman, Founder and Chief Executive Officer (CEO) of GoPro, who told me how his company makes decisions. “Our solutions could never evolve from a boardroom discussion,” he told me. “We go straight to the source. We don't ask our grandmother what she thinks about our motorsport mounts apparatus; we ask race car drivers.”

Although he didn't call what he was doing buyer persona research, Nick leads a company that builds product and marketing strategies using the ideas that you'll read about in these pages.

So how is GoPro doing now, seven years after the first digital camera was launched and I first wrote about the company? Sales have doubled every year, with the company reporting $279 million in revenue for the three months ending September 30, 2014. This rapid growth allowed GoPro to go public on the stock market in 2014. From zero revenue to a billion dollars a year in less than a decade! As I write this, the company has a market capitalization of $10 billion, making Nick a billionaire. GoPro has left its competitors in the dust through an intense focus on understanding their buyers' expectations!

In this book you will learn how to gain insights into your buyer's mind-set so that you can create and market what your buyers are seeking. You'll see how to differentiate the needs of distinct groups of buyers – in the case of GoPro not just digital camera buyers but surfers, race car drivers, and skydivers – in buyer personas that guide your company to breakthrough success.

This approach is utterly different from most companies. Either they fail to differentiate their markets and create nonspecific marketing for everyone, or they create approaches to segments based on their own product-centric view of the world.

Think about the websites you've visited. Have you noticed that sometimes you can glance at a site (or product page) and instantly know that it will not be helpful? I experience that feeling nearly every day. I might be shopping for something – say, a hotel for a family vacation in Tobago. So I go to Google and just search. Because I'm in the research phase of my decision, I'm looking for a site that will educate and inform me, not one that is chock-full of jargon and hype. I'm browsing and not ready to buy, so I'm not interested in a sales come-on. I'm expecting that the people who built the site have anticipated my need for helpful information. Yes, I am interested in booking a room at some point, but not until someone educates me about my options. What should I look for in Tobago? Should I be on the beach? Which beach? What's the trade-off between an all-inclusive versus à la carte experience? What's the price range? What are the advantages of a big resort compared with a small, intimate inn?



Вам будет интересно