Defining your ideal client/ customer - Ideal Client/Customer Tool-Kit - www.boldtype.agency | (0121) 724 0355
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Ideal Client/Customer Tool-Kit Defining your ideal client/ customer www.boldtype.agency | (0121) 724 0355 1
Contents
How to use this document 3
Define the target organisation 6
Define the individual 11
Next Steps 16
About BoldType
BoldType is a Birmingham-based marketing and design
consultancy that specialises in helping companies build
strong reputations through positive and sincere stakeholder
relationships. The team works with clients to deliver clear
narratives about offerings that matter to their target
audience.
FIND OUT MORE ABOUT US
www.boldtype.agency | (0121) 724 0355 2How to use this tool-kit for your business www.boldtype.agency | (0121) 724 0355 3
Why do you need to know who
your ideal customer or client is?
Armed with this insight, you can
market your products or services
to them with better precision.
All to often, marketers and salespeople will say: In addition to the obvious benefits, ideal customer personas
“A customer is a customer. Any sale is a good sale”. also help align your marketing and sales teams on your Core
Value Proposition and Key Messaging of your product or
This is not a mindset we encourage or promote, and service. When your marketing and sales teams know exactly
certainly not one that will support you growing your who they are talking to and how to talk to them, their
business effectively. In truth, there is a huge difference efforts are much more successful.
between ideal customers and less-than-ideal customers.
It is important that as your business grows, the deals you How to use this tool-kit
are closing and retaining are worth the resources you
have expended. This tool-kit is split into two core parts:
You do this by defining and selling to your Ideal 1. Definine the organisation (for B2B companies only)
Customer Personas (ICP). 2. Definine the individual (customer/client) (for B2B
& B2C)
We recommend working on this tool-kit with three or
four colleagues from key parts of the business (e.g. senior
leadership, sales, marketing, operations, delivery, etc.). This
ensures that you receive a robust insight from their unique
perspectives, challenges and opportunities to best tackle
your ideal clients.
This tool-kit is fully interactive and you can use it to answer
all the questions. If you have multiple target organisations
and individual personas, you can duplicate the question
sections for each one.
We recommend using flipcharts or whiteboards (physical or
online) to collate your teams thoughts, ideas and responses
to each question as you go progress. This will help you easily
compare and contrast you answers.
Need more help?
We are offering a free 30 minute consultation with
a member of our BoldType team to assist you in both
completing your personas, and, supporting and guiding
you on the next steps to maximising their value to you
and your company.
www.boldtype.agency | (0121) 724 0355 4The structure
B2B example
Define your organisations
Organisation 1 Organisation 2
Include their common traits and Include their common traits and
demographics of the organisations demographics of the organisations
Individual 1 Individual 2 Individual 1 Individual 3
Individual 2
B2C example
Define your audiences
Individual 1 Individual 2 Individual 3 Individual 4
www.boldtype.agency | (0121) 724 0355 5Define the target organisations N.B. If you are a B2C company, jump straight to ‘Define the Individual’ The first step is to to define the organisations (companies) you want to target by type and characteristics. Before you complete the following questionnaire, you need to identify your target organisations. For example, if you are an automotive parts distributor: 1. Organisation A (Motor factors/ Wholesalers) 2. Organisation B (Garages) 3. Organisation C (Enthusiast Groups) 4. Etc. www.boldtype.agency | (0121) 724 0355 6
Description / Type of organisation Describe your target organisation in a few words. They are the company or organisation that would buy/need your product and services the most. Location If they have a physical location, where are they located? Major cities or towns? Are there multiple-branches? Where are they and which are you targeting? Regional? National? Worldwide? Stage (i.e. how long have they been established?) Are they an existing, startup business? 1 year or 30 years? Size How many employees? Who are their customers? Who are the customers of your customer? What kind of people are they trying to serve with their solution? www.boldtype.agency | (0121) 724 0355 7
What typical traits does this organisation have? Use single words or short phrases (no more than 2-5 words) to describe each of their characteristics. Are they organised or disorganised? Process-driven or results-driven? Cost-focussed? Quality-focussed? Understanding the traits will help when deciding how to target them. What typical problems/challenges does this organisation face? Identifying their challenges present opportunities to demonstrate your value. Does this client need a specific kind of service? Do they have demanding sales targets? What do time and project management look like in the business? How tight is their cash flow? What opportunities does this organisation have? Are they in a high growth sector? Are there opportunities for you to extend your product/service offerings to different departments? www.boldtype.agency | (0121) 724 0355 8
How could you help this organisation? How can you fit into their company to help solve their problem or challenge?. What’s the main reason they would work with you? This is why they would buy from you over another company/competitor? Cost, service, quality, existing relationship, unique offering or value. What’s the main reason they would not work with you? Again, in relation to another supplier/your competitor. Have you worked with them before and let them down? Are you more expensive than competitors? Brexit? Have they have heard of you? Is your public reputation on a par with competitors? www.boldtype.agency | (0121) 724 0355 9
What does this organisation need to make a decision? In order to use your services, what do you need to present to them? Costings, reviews, credibility, samples, demonstration etc. What key messaging do we need to convey? Concisely define your USP, what are your company values, any promises you can deliver. www.boldtype.agency | (0121) 724 0355 10
Define the individual (customer/client) This is the person who will end up buying your product. However, they might not be the end-user. For example, the IT department buying a new laptop or computer gear for the use of other employees - the end-users. www.boldtype.agency | (0121) 724 0355 11
Age Gender (e.g. 80% male/female) Job role / title Location (where are they located? Major cities or towns?) Employment background If they have a physical location, where are they located? Major cities, town, or worldwide Level of experience How many years have they been in the role? What previous jobs or roles ay have led to this current position? What is their influence in decision making for the company? Are they the ultimate decision maker? Do they vet options for the decision maker? If they are the latter, why do the need to be considered? Personal Traits (Behavioural profile) Use single words or short phrases (no more than 2-5 words) to describe each of their characteristics. Are they organised or disorganised? Personable? Time poor? Cost-focussed? Down-to-earth? Understanding the traits will help when deciding how to target them. www.boldtype.agency | (0121) 724 0355 12
Challenges/concerns What are their individual challenges and concerns in their role? Are they tasked with finding cost-savings or efficiencies? Do they have staff challenges or a lack of data, resources or knowledge in a particular area? Opportunities What are the key benefits sought by this person? Career advancement? More wealth? Improved reputation? Job security? How could you help them personally? How can your products or services enrich this person’s life? Does it help them get the job done better? Does it help them achieve their lifestyle aspirations? Does it help diminish stress in their life? Do you help them look good to their line manager and improve their prospects for career advancement/raise? www.boldtype.agency | (0121) 724 0355 13
What’s the main reason they would work with you? Compared to a competitor, what attributes set you aside from the common customer experience? Ability to accommodate more ad-hoc requests? Quicker turn around? More attractive aesthetic? More comfort? Existing relationship? What’s the main reason they would not work with you? In comparison to a competitor, what would make this person choose against you? Distance? Location? Price? Ingredients? Values? What does this individual need to make a decision? Do they need a track record of performance? Ingredient list? Certification of compliance? Case studies? Demonstration? Are they the final decision maker or do they need to convince someone? If the user has to sell your products to their boss, you might need to equip them with all the information. www.boldtype.agency | (0121) 724 0355 14
How do they like to be contacted? Via email, social media, phone, in person? Perhaps this might change as the prospect moves along your sales funnel? What key messaging do we need to convey? Concisely define you’re USP, what are your company values, any promises you can deliver. www.boldtype.agency | (0121) 724 0355 15
Next Steps
Congratulations! Now that you have defined your
ideal customer personas, you have taken the first
step into building better relationships with those
who matter to your business.
Now, the next steps are:
1. Design your ICP profiles to make them a strong and easy reference
to your marketing and sales teams.
2. Identify what your core messages are and how you need to speak
to them. This is the building block in resonating with your ideal customers.
3. Develop a strong brand analysis that will give you the clear navigation
to you need for every marketing campaign and initiative.
The time has come to make your impact!
30 MINUTE
FREE CONSULTATION
At BoldType, we can assist you in both completing your personas,
and, supporting and guiding you on the next steps to maximising
their value to you and your company.
Call (0121) 724 0355 to arrange with the team!
www.boldtype.agency | (0121) 724 0355 16ionals
rofess
Make your completed Personas 35-55
yea r old
work
’s De
ing p
mogra
phics
r in a
3/4
Jane
engaging and accessible
rceste
of Wo
tskirts
d: Ou use 0k,
Base ho ely £5
oom oximat female
bedr Appr
e: to
Pardoe Incom male ns,
e: Ja
ne Family split 65/35% car loa
Nam age,
usually Mortg family
42 en ts: the
Age: d mitm per of
: Marrie
Design, brand and print out.
Com
l Status g shop
Marita yrs) leadin
(0-10
ren: 2
Child
use...
a beca
Optic
trum
s Spec
need
Jane
s
Worrie
cerns/
’s Con
Jane
da y
rtant with a
impo gling
- look Strug y activ
ity
d ego to da
age an esents
• Im lue’ at repr
‘fair va and th
ts. tting th a br
produc
corn:
• Ge op wi
ng of to sh eir
nts s – th
Capri brandi e wa t issue
g and
• Sh status igh
Using
es h
her ve ey tical healt
bellin not
help?
ay ha t
n for la ren m n here is op llied od bu els
aprico
rn
ed so
lutio would r child er
ren to
be bu look go
Has to ct how sh
e fe
n they ?
• He ary conc quali
ty,
can C
ild
rc
es: reaso
r ch
outsou
prim nt he s good affe lf
rn can’t about herse
iativ How ctive deliver to
Main m Caprico
n’t wa
pacity
lution e
effe e does
& Init
ually s a so
a cost
and us
ited ca
• Sh iver Need onvenienc
o ard
buy fr
s a br primary dr
Goals
e r – lim capacity
stand
Provid e orde
e know
• Sh brand isn’t
a ce as the inc
would
rvi
d ite
se
ry larg
e and ion
e solut
of lim l but
n they ? e labe
pertis
ER • Ve rception y of th
CTUR
cts ex
reaso ng larg
gevit
: rn or pe
e expe e lon y
NUFA Traits Main m Caprico requiri onve
SS
• Sh out th s
MA ly
durabl
e oduct s d ab
s to c
DUCT
sse
corner
SINE
Friend
buy fr
o ality, rge pr • Co
ncerneildren’s gla
need
PRO • La degree Jane
r ch
rsonab
le uct qu 90 for he
ing to
BU
Pe Rang
e h prod hesive bels w
ith
eved ssag
oduct • Hig erial and ad d • La ot be achi ur me
ecific
Pr mat ess an cann apricor
n O
ed Sp t proc d of C
the ar
Focuss Aware ate of er hear
Price • St ity control am • Nev
ed qual illed te high w due
cuss and sk ice to st lo
Serv ice Fo perienc
ed
ther th
an • Pr
and tru and ende
nt shop
• Ex sed ra fidence presence Indep th
fits wi
er focu ed
service
ed to m • Con or online spoke rtise which age
Focuss • Cus uct orient
at A be her im
to po
Expe
y
Qualit prod marke
tin g
ed lu tio ns
Focuss ible so
nship • Flex ient
Relatio t effic A fair
price
• Cos ity
h qual
e
cts ar
• Hig ns Produ able ty
quali
nges
: n optio fashion
High
ort ru
ucts
Challe gnition
prod
reco • Sh around stomer
s
arket st turn with cu
ning m • Fa oach
• Gai traction s ip appr
and arenes rtn er sh
and aw • Pa
ng br
creasi siness
• In peat bu nd
si ng re la bel/bra e:
ics • In
cr ea
quality
of
requir
graph
up
Demo • Pe
rceive
d low
w n but
quality
ision
, they
eping
costs
do
To m
ake a dec
Type: oducts
r of pr pliances,
• Ke
Piece’
acture
Manuf machines,
ap
)
Oppo
rt unitie
s:
leader
ion
Validat s
‘Why nced
Experie
(coffe
e
, furnitu
re etc.
h as a
brand Feel lo
ved of sale
electro
ni cs
• Es
tablis
se mar
ket sh
are Costin
gs offer
on: ea ss oke
L ocati idland
s area • In
cr
repeat
busine Besp
sed, M ers es
UK ba crease nt custom Sampl
es sampl
• In rre ts.
from cu n of produc
corn:
ep tio
to perc nd ng of
Stage: busine
ss up crease
• In ity in the la
bel/bra
Capri g and
brandi
infant
Young ding qual Using help? n for la
bellin
would
not
tra corn lutio
30yrs
can Capri rc ed so n they ?
s: outsou reaso
iative How ctive rn
unt
st effe Main m Caprico
Size: staff/h
ead co
& Init e a co buy fr
o ocess
Less
than 50 Goals Provid
would consis
les pr
tent sa ection
CTUR
ER n they ? • In al conn
mers: : reaso rn person tions .)
ANUFA
er
Custo Traits Main m Caprico ck of g solu
L
consum
IDUA
or TM Friend
ly
ms, Pr
ice, • La bellin graving etc.
Any bu
siness PR ODUC buy fr
o
(Com ive la
ternat (metal, en
INDIV
able ess Al
Person t Rang
e ar proc ents) •
prefer
red
Produc • Cle eline, Paym quality
ecific Tim adds r products
ed Sp n that ei
Focuss solutio ved) to th
Averse ap
• Che and perc
ei f
Risk
al ric or n staf
ssed (re Cap
e Focu n with
Servic Aware nectio
Price • Con
ed
y Focuss
Qualit
cussed e:
Fo requir
Relatio
nship
rtunitie
s ision
, they
utors, change
& oppo
To m
ake a dec
Pressd tech contriblumnists Open
to
life ba
lance Piece’
Biz an ers, and co Chara
cteris
tics
of go od wor
k-
ion
Validat s
‘Why nced
Experie
freela
nc
• Bu
sy (un
der pr
essure)
Apprec
iates
Feel lo
ved of sale
offer
eptical gs
• Sc Costin
LS
sed
focus
AMUE
:
lenges oke
sults ts
phics Re wpoin
Besp
S
• shift vie
ra ns –
Chal
Demog
JOHN
blicatio e poor rd to
• Tim ys, ha time es sampl
es
r biz/te
ch pu
ian, FT their wa
enough Sampl
ppliers
ck in
• Not
Top tie Guard Stu
Who: , NYT, BBC, •
ledge
able
ole: ble su
d relia
Forbes tions
Job R
ow
ience
publica • Kn
hungry • Nee sales
r sc Va lle y
ntent istent
of cons
Top tie n • Co
Silico or
US –
either Direct • La
ck
Based: York siness
as Bu
or Ne
w
same aker
ion M
?
eir info Age: • +
get th Decis e and
trust
ockup)
do they ntacts
45 ye
ars ies: Final nfidenc ital m
Where ing co
rtunit ild co ot (Dig
Oppo
/exist
urces ct: d to bu 2) E-sh
• Tru
sted so
ender
: sales Conta require mple)
in: itter/s
ocial G crease busine
ss to face po ke sa
• Tw • In on • Fa
ce
hot (b
es
rested earch
Male repeat decisi Mails
’re inte
sk res
crease
rts
• De ct expe easy itial: 1)
they • In vious
y subje les
Topics le energ ustry nd tab
an ob grow • In
ewab • Ind nferen
ces/rou
ak ? tion: cover r business
• Fu
sion clean
energ
y, ren
projects • Ev
ents/co
out Tokam Loca • D is
thei
ergy, ience
write
ab gham nd: to help
• Fu
ture en ience
/big sc
ey Birmin kgrou
ge sc ight th covery
t Bac
Why m
ed
g new dis
ymen
ttin
• Cu p–a
Emplo
e scoo )
clear vocacy l
• Nu s ) • Ex
clusiv ssion ers (ad or leve
estmen
t trend
esses
(data st or pa mak su
pport
at seni
• Inv
ovative
busin • An
intere
y’r e Toka m to! 10yrs ground
t back
the
all inn
esses ught lea
ders cause tells the ant uct
• Sm
busin • Be ir editor d relev Pr od uc e prod
s, tho
out th
the l an
owing name cause – topica
• Gr us ehold thing? • Be is good nate ab d.
Passio an the bran
ho next big
ople – s the e timing
• Pe what’ • Th th
more
–
overy
• Disc
need?
do they
What
lity
Credibi
onship
A relati
media
A story
A hook
:
Make them jump off the page and be used
Supp
orting convey
nt eds to
y conte ng ne
Read
Our m
essagi
Having a nicely designed and presented set of Ideal
help the on
supply
able to dily
journa
k can
Tokama t the inform ct
list ge
ed on
the su
ati
bje Customer Personas is vital to ensuring they are accessible
k are rea they ne
k are
Tokama er playe
oth
ahead
rs
Tokama nt/quotes
conte
and at your fingertips when planning and developing you
of the
some
k have
Tokama different to
thing s subject
out thi
ongoing marketing. All future marketing should be based
say ab
on this newly defined ideal customer insight, to ensure it
resonates and is effective.
www.boldtype.agency | (0121) 724 0355 17Need expert advice on
developing you customer
personas, brand analysis
or key messaging?
Speak one of the BoldType experts....
Call (0121) 725 0355 or email hello@boldtype.agency
(0121) 724 0355
www.boldtype.agency
hello@boldtype.agency
The Moseley Exchange, 149-153 Alcester Road,
Moseley, Birmingham, B13 8JP
www.boldtype.agency | (0121) 724 0355 18You can also read
