Hi All,

I recently visited Drew’s Marketing Minute blog that was linked to us a week or so ago. I came across a recent post titled “Using personas to shift your focus to the customer”. In the post Drew highlights the importance of knowing your core customers, and creating personas for the product and advertisements based on these customers.

According to Drew far too many firms just say that their products are for everyone, and that’s never a good idea.  How could you ever come up with a successful product that appealed to everyone? What would ads that are targeted to everyone say? Most likely something pretty generic or cliché-y, at least according to Drew.

Once you have created an in-depth persona or several personas for your product, you will be able to create ads and campaigns that talk more about the persona than about the product. It is those customers that identify themselves with the persona behind the product or the ad that become the life long loyal customers of the firm – And that’s what every company wants.

Apple is a brand known for having a cult-like following amongst some of its customers. It has way more loyal customers and advocates than any other technology company I can think of. So, Apple must have a few personas that all of their marketing is based on. What could some of these personas be? Cool and hip teenagers and University students that want to be perceived as cool by their peers? Young at heart professionals that value high design over a higher than average price? Or tech-savvy computer enthusiasts that value high speed and no-viruses qualities of the computers?

Most likely Apple has used all of these personas and even more, modifying the personas as trends change and evolve. Can you think of any other personas Apple might be using?

Until next time,

Roosa xx

Pictures: Google