Customer Persona identification is essential part of sales. Recently, I saw a video advertisement from Berger Paints that connected distinct types of customers to the solutions offered by them.
Here is a quick break-up of the advertisement and how Customer Profiling helped create it.
I am hoping that this article would trigger the reader’s creativity juices to use customer persona in real life marketing.
Let us start with understanding how identifying the demographics of the customer persona helped in the advertisement.
They are multiple options in google ads that connect detailed demographics, Interests and habits, active online research and if they have interacted with your business before. Since I was the recipient of the google advertisement, here is the probable choices made by the marketing team of Berger Paints.
They have targeted the urban Indian dweller – between 35-60 years of age.
They have targeted English speaking audience.
They also used audience intent option for people interested in say home décor and related topics. They targeted homeowners and, people actively researching for “Home & Garden” products online.
They may have opted to relate the google ads to keywords that a prospect uses to research connected words online. In my case, it was ‘waterproofing specialists.’
For the uninitiated- A Customer Persona identifies all these parameters as a part of a detailed customer profiling exercise.
They also used video, the format that has the highest engagement.
Now for the interesting part! Let us see how they converted a customer persona exercise into an advertisement that connect with a wide, but the right audience. The advertisement showed distinct types of customers and how Berger Paints have the perfect solution for all their painting needs.
Can we, as business owners, create similar communications? Can we convert our knowledge of our customer into marketing and advertisement content? Do share your ideas and thoughts.