[caption id="attachment_6886" align="alignright" width="150"]
Personas for Subaru turned into a major cause marketing campaign.[/caption]
Now that we've discussed using personas for PR, let's talk about how you create them. Years ago, I worked with a small Subaru dealer. Due to geographic restrictions from another dealer nearby, we were limited in what we could do for unique messaging. Most of the ads went to “a Subaru dealer near you.” It was my job to create an integrated campagn to draw customers to THIS dealer without breaking any of the franchise rules.
I began to observe Subaru drivers. Although they were quite disparate in terms of age, gender, and ethnicity, they shared a couple of common behaviors. One group I nicknamed the “sporty” group. I found that a huge number of Subaru drivers in the area were both cyclists and cross-country skiers. So my first persona included the “sporty couple,” very outdoorsy and active. I also found through casual surveying of this group at a cycling event that they were very environmentally conscious and voted with the Democrats.
Another group of customers I labeled the “dog rescuers.” These were mainly women who were passionate about the humane treatment of animals and rescuing dogs in particular. These women typically were also involved in charity work, sometimes for animal rescue sometimes for others.
I used these two personas to build my strategies which were a combination of events, PR and online marketing. We supported the local humane society, offered cars to any local 5K’s that needed them, and sponsored all the local cycling and cross-country races we could find. All of these events were carefully synchronized with online messaging, relevant content on blogs and news stories for the charities. As a result, the dealership business exploded. One woman even drove from South Dakota to Minnesota as she said “because you helped the dogs.” Eventually, Subaru noticed that other dealers were having similar success with this type of approach around the country. You may be familiar with their “Share the Love” program every fall. That program is a direct result of projects like mine in Minnesota.
Let’s assume we’ve built a case here. What is the process, then, for creating your personas? Here is how I go about it. Remember that my clients do not have huge budgets. This doesn’t have to be a months-long process and please, don’t just use quantitative data. Use your eyes, and your ears and the power of simple observation to create these as well.