The TM Guide to Creating Personas for Marketing - Part 1

If you’ve never heard of marketing personas or reader profiles then get comfortable and grab a cup of tea because we’re about to go through our complete guide about how you can utilise this technique to your business’ advantage. The idea behind creating these personas is to describe the various types of reader/customer that your business receives which then leaves you with a picture of who you are targeting – you can then use that to inspire your future campaigns and marketing efforts. In this way, you can better meet your audience’s needs.

What Is a marketing persona?

Adele Revella (2012) described marketing personas perfectly for us so we thought we would begin by sharing what she said in her eBook, ‘The Buyer Persona Manifesto’: “I define a buyer persona as an archetype; a composite picture of the real people who buy, or might buy, products like the one you market, based on what you’ve learned in direct interviews with real buyers. They key point here is actually talking to buyers. If your buyer personas are based on generic or internal ideas about your buyers, your content won’t be any better than what it was before you had personas.”

How to get started

We would recommend starting by making a few big mind-maps to represent these personas – generally 4-6 is a good number because it means that there aren’t so many to get you confused, but enough to cover the majority of your consumers. So, what basic information should you include in each persona? The content you provide will depend on your business, but we recommend starting off with the following:

  • Give them a name – it doesn’t have to be anything serious you can have fun with this!
  • Where do they work?
  • What is their age, gender, location, education status, salary?
  • Do they have children?
  • What do they enjoy doing with their life?
  • What do they value? What do they dislike?

You want to aim towards this person’s values and goals when you are planning your marketing efforts. In this way, you can internalise the type of person that you are trying to attract and ultimately make your ‘sales’ seem a lot more human.

Keep your eyes peeled for part two of this article series which will be out at the beginning of next week! 

Written by

Total Merchandise | Editoral Team

Our editorial team is drawn from a pool of experienced promotional merchandise product team members, account managers, marketers and other contributors. With such a wide range of skills and experience, they write about many aspects of promotional merchandise, wider marketing and business matters, as well as company news updates.

Connect with Total Merchandise on LinkedIn Connect with Total Merchandise on LinkedIn

Total Merchandise
The TM Edit: Our Most Popular Products Of 2020

The TM Edit: Our Most Popular Products Of 2020

With the end of the year edging ever closer, we've decided to shine a light on our most popular promotional products of 2020. These aren't just any old merchan...

Eco Friendly Promotional Gift Ideas

Eco Friendly Promotional Gift Ideas

It’s time for green to go mainstream, people. With more and more businesses becoming aware of their corporate responsibility to become more eco-friendly, it’s really...

Must-Have Merch for Your Brands Spring/Summer Marketing

Must-Have Merch for Your Brands Spring/Summer Marketing

Warmer and longer days are officially coming! So now is the perfect time to consider how your business is going to generate positive brand awareness throughout the spring and su...

The Best Promotional Merchandise & Freebies For Freshers' Fairs

The Best Promotional Merchandise & Freebies For Freshers' Fairs

For the uninitiated, a Freshers' Fair is one of the most important events in the student calendar; as well as giving new students the chance to discover campus-based cl...

8 New Eco Promotional Products To Consider For Your Brand Today

8 New Eco Promotional Products To Consider For Your Brand Today

Environmental issues are high on the global agenda at the moment. Several eco-themed awareness days and events are taking place across the UK throughout June, meaning there'...

The Best Promotional Products For Pride Month 2022

The Best Promotional Products For Pride Month 2022

Pride Month is almost upon us, and whether you run an LGBTQ+ organisation or are perhaps planning a corporate event to show your support of the occasion, we're here to help....