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Strategic Planning
Persona Development

Persona Development

Your customer personas inform marketing strategy, content creation, copywriting and ad development. Without them you are speaking to the masses, or you are speaking to no one.

Developing the right target personas for your brand can ensure that your messaging always stays on point. By knowing your target audience you can build lasting relationships and connections that form brand loyalty. Personas will also allow you to dig deeper than demographics in your targeting and focus on the real needs of your customers. Developing detailed personas with Reward Agency can outline focus and direction for your brand.

Existing Customers

Using user data provided by you and conducting our own market research we can get a true scope of who is buying your products and why. Analysing this data will allow us to understand what problems and questions your customers have and how your product/service solves that problem for them. We can also understand what motivates them, what makes them get out of bed in the morning. Demographics play an important role in persona development, but understanding your customers' psychological motivators is the best way to know how to keep targeting your established customer base.

As an established brand you need to understand that you cannot cater to everybody, personas help you understand who you can sell to, and how.

New Users

When thinking about entering a new market or repositioning your brand, it’s important to consider who is making the purchasing decision within your market space. Through available data, input from you and research available our experienced team of marketers will be able to provide you with a detailed understanding of the personas within your new target market. We will provide you with demographic information, personal and workplace motivators, psychological characteristics and even real quotes on how you could target them. Without the right personas at hand you will be entering a space blindly, and can be overshadowed by your competitors quickly.

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Who do you work with?

We work with Direct To Consumer (DTC) brands in the wellbeing, luxury fashion, nutrition and lifestyle industries. Our mission is to make conscious DTC brands the first choice for consumers in your respective niches. We are firm believers in sustainable and ethical marketing for brands that are open to positive change and sustainability themselves.

How many personas do you develop?

You might already have a picture in your mind, of who would be your ideal customer. Is it Susan, the stay at home mum, or Pete the uni student? Maybe it’s both of them? We will consult with you to understand who you want to target and we will develop the right number of personas for your brand based on how diverse your target audience is.

What is included in a persona?

We, humans, are a complex bunch. To make sure we understand who your target audience is at their core, we will look at their demographic descriptors (age, gender, location income level etc.) but we will also look at the psychological motivators of your target personas. Who do they want to impress? What are their challenges and how you could help them overcome those challenges? What makes them tick? How well do they know pop culture and how often do they use digital devices? The deeper we look, the more information we will be able to gather for your personas. This information will enable us to give you well rounded, recognisable personas.

How do the personas fit into the marketing strategy process?

Personas have a great role to play in the second part of the strategy process. Without knowing who buys from you (or who YOU want to buy from you) we are in a very noisy space. The more detail we can add to a persona the better chance we have at an iron-clad overall targeting strategy for your brand. We can fine-tune your brand identity, campaigns, messaging and tone of voice based on who your target audience is, helping you stand out from your competitors in your niche.

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