Practice the concept of segmentation and buyer personas with this in-class activity.
The Target Market Segment
Research the typical customer who visit Panorama Ski Resort outside Invermere, BC.
What are some of the characteristics of that market segment? Describe the characteristics and the corresponding segmentation strategies. Note that a segmentation strategy can be
listed more than once or have more than one associated target market characteristic.
Segmentation Strategy. Target Market Characteristic
Example: Demographic
Example: Typical income listed here
Creating the Persona
Based on your research of the target market of customers visiting Panorama Ski Resort and the information you listed in the previous activity, develop a buyer persona (a fictional representation of your customer based on real data) of that target market.
Buyer Persona Name:
Job:
Lifestyle and Background
(lifestyle, family, daily/weekly schedule)
Important Identifiers
(demeanor, values, personality)
Communication and Tech
(How does the persona communicate? media, social media, radio, email, etc.)
Product Values
(What does this person value in purchasing a ski pass?)
Common Objections
(Why wouldn't they purchase a ski pass?)
Fun Facts
(What else should we know about your persona?)
CUSTOMER AVATAR AGENCY ERIC GOALS AND VALUES Age: 40 CHALLENGES & PAIN POINTS Gender: Mate Challenges: Eric wants to... Marital Status: Married - Increase agency business Eric is challenged with... - Increase the capabilities of his team - Scaling his agency business - Scale his business #/Age of Children 2: (Age 8 4 10) Finding , training and retaining top marketing talent - Keep his marketing skills sharp while being GEO. Location: Orlando, Florida Values Pain points Eric is committed to... Eric's pain points are. . Professional development for he and his employees - Fear of losing business to competitors - Providing value for his clients - Four of his agency falling behind the digital marketing . Using "white hat" marketing principles scone SOURCES OF INFORMATION OBJECTIONS & ROLE IN PURCHASE PROCESS Quote: 1 surround myself with people smarter than me." Books: Good to Great / Think & Grow Rich Objections to the sale: Occupation: Digital Marketing Magazines Wired / Fast Company - Does the training fit an existing service or a now service he can offer to his clients. Blogs/Websites: AdAge / DigiDay / Social Fresh Job Title: CEO/Founder - How long he and his team member will be "out of pockof" doing the training Conferences: Content Marketing World / SXSW Annual Income: $150,000 Gurus Jay Baer / Joe Pulizzi / Christopher Penn Role in the Purchase Process Level of Education College Graduate Eric is the decision maker. He buys digital marketing Other: Spends time on Linkedin looking for talent Spends time on Linkedin looking for training to koop himgolf and his toam sharp. He's not Other: talent worried about the price point if he knows the training will give he and his team an edge in the marketplace. DIGITALMARKETERAssignment * *Homework Help - Q&A from Or x G how to make ss in mac - Googl X 5 customeravatar-graphic X + C @ File | /Users/rishikasabharwal/Downloads/customer-avatar-graphic-female%20(1).pdf : Apps M Gmail @ YouTube . College of the Roc... PV Maps M JumpStart Pre-Arr. customeravatar-graphic AVATAR NAME GOALS AND VALUES Age CHALLENGES & PAIN POINTS Gender: Goals: Challenges: Marital Status: #/Age of Children: Location: Values: Pain points: SOURCES OF INFORMATION OBJECTIONS & ROLE IN PURCHASE PROCESS Quote: Books: Objections to the sale: Occupation: Magazines: Blogs/Websites: Job Title: Conferences: Annual Income: Gurus: Role in the Purchase Process: Level of Education: Other: + Other: DIGITALMARKETERAssignment X 5 customeravatar-graphic * *Homework Help - Q&A from Or x G how to make ss in mac - Googl x |5 customeravatar-graphic X + C @ File |/Users/rishikasabharwal/Downloads/customer-avatar-graphic-male.pdf : Apps M Gmail @ Youtube College of the Roc... V Maps M JumpStart Pre-Arr. CUSTOMER AVATAR AVATAR NAME GOALS AND VALUES Age: CHALLENGES & PAIN POINTS Gender: Goals: Challenges: Marital Status: #/Age of Children: Location: Values: Pain points: SOURCES OF INFORMATION OBJECTIONS & ROLE IN PURCHASE PROCESS Quote: Books: Objections to the sale: Occupation: Magazines: Blogs/Websites: Job Title: Conferences: Annual Income: Gurus: Role in the Purchase Process: Level of Education: Other: Other
