AUTO2011 10872 (Fri 11 AM) Lab #3 - Customer Personas Sept 23, 2022 There are 3 distinct phases/components for this lab: . Product or service selection Content creation for your persona . Designing Persona presentation/visual When developing the persona, it is important to determine where in the customer journey this persona is in relation to your product or service. (Hint - you may even want to be so obvious by making it a bullet point on its own as this will help guide you as you craft the content for the persona). When developing your persona go as deep as you can in creating the customer profile. Here are some suggested areas to explore & share: what do they look like - age, gender, ethnicity, etc (pictures are a MUST HAVE!!) . where do they live what is their marital and family status employment status, income levels . where are they in the customer journey as it relates to your product/service do they already own a competitive product or are they new to the segment? what relationship do they have with your product or service? what content would be relevant to the persona based on the stage of the customer journey? what digital mediums / social media should be used to provide the content? . . how/where do they choose to buy your product or service? What influences are there? what features or benefits of your product/service are relevant to this persona based on their lifestyle, wants & needs.AUTO2011 10872 (Fri 11 AM) Lab #3 - Customer Personas Sept 23, 2022 Lab #3 Customer Personas Due date: Friday Sept 30# @ 11am - submit in blackboard Assignment: Your assignment is to select a product or service with which you are familiar or interested in - it can be automotive or non-automotive related - and create 1 customer persona for that product or service. Using the content for a persona examined in the Chapter 1 lecture as a guide and create a detailed persona. As we know, a Persona is a visual tool that provides marketers with a "snap shot" profile of a customer segment for a product or service. Kyle Fisher - Potential Drake Motors Small SUV Buyer Personal Profile Background Kyle is a 42-year-old and owner of . 42-year-old caucasian male a late model Ford Escape - Father of two . Plays drop in hockey 3 mornings a He's an active father of two, still week plays team sports and is always . Uses vehicle daily for commuting. connected to friends and family picking up kids from sports, weekend through the internet and his coaching and vacations mobile phone. . Drives long distances and puts 20,000 miles on vehicle every year Kyle Is looking for a vehicle that offers outstanding fuel economy Attributes since he commutes approximately - Upper Middle class 90 miles round trip each day. Smartphone and laptop user Influenced by online reviews, heavy He's also considering the Ford user of print Escape Hybrid, Toyota Highlander, . iPod and Smartphone user the Honda CR-V and the Ford Spends time reading In social media Flax. researching, but less time contributing "I want a vehicle with outstanding fuel economy, smart features He uses a variety of review and and enough space for me and third party print research sites in addition to dealer catalogs. my family." Kyle's Product-Content Needs From Existing Assets Media Mix . Information supporting fuel economy . Running Footage Photos and video that highlight vehicle's technology . Still Photography and styling features . Build Your Own Material - Guidance, education and reassurance that the . Catalog Images Digital/Orline brand can be trusted . Longform video Broadcast Competitive comparisons to his current vehicle . 'Other" Images Catalog Ability to gather and share information easily Targeted Print F in