Marketing

The purpose of this assignment is to demonstrate how defining market segmentation using personas strengthens targeting within the digital marketing campaign.

Using what you learned from the topic resources, utilize the “MakeMyPersona,” and “Persona Data Set” topic resources to create 3 unique personas for Lopes Active Apparel Co., a company that offers fitness training apparel for men and women who engage in high intensity activities. In a 250-word summary, address the following.

Provide justification for the personas you created.
Explain how the personas define the market segment and can be used to effectively target the digital marketing campaign.
APA style is not required, but solid academic writing is expected.

This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion.

ANSWER

Use of Personas in Defining Market Segmentation

Personas for Lopes Active Apparel Company

Persona 1: As Lopes Active Apparel Company, we ensure that we provide high-income earners with fitness training apparel that meets and exceed their expectations. Our high-quality and premium products are everyone’s dream.

Persona 2: Lopes Active Apparel Company offers both physical and online services where we ensure that our clients, men, and women dealing with intense physical activities, receive excellent fitness training apparel products. This is because we never compromise on quality, and this gives assurance to online purchasers.

Persona 3: Our excellent customer service and after-sale services are critical interest factors when serving men and women engaged in intense fitness activities. We continue to enjoy a quality brand image and status due to these strategic approaches.

Justification for the Personas Created

The established persons represent what ideal potential consumers would require from the company. Also, these personas tap on the firm’s key target market and the goals that they need to be met. They help the business to prioritize critical aspects that are of vital importance to the consumers. For instance, the first persona shows that the company seeks to cover high-income earners with premium apparel products. The second one portrays that the business focuses on offering physical and online services to serve its potential consumers. Lastly, customer service and after-sale services are ideal elements that show the consumer’s primary motivational factors.

Explanation of how the Personas Define the Market Segment and use in Targeting Digital Marketing Campaign

The above personas demonstrate the firm’s primary target group and the associated characteristics of these consumers. For example, the business targets high-income earners to offer excellent premium products that serve their fitness needs. Also, it seeks to reach out to serve the physical and online needs of its potential market consumers. These personas develop digital marketing campaigns by identifying the consumers’ needs, interests, and expectations. This is because they help identify patterns of behavior among their key target customers. Therefore, this information can help organizational leaders to make decisions relating to the best digital platforms to utilize. It guides the design, content creation, and digital media of interest (Salminen et al., 2018).

Reference

Salminen, J., Jansen, B. J., An, J., Kwak, H., & Jung, S. G. (2018). Are personas done? Evaluating their usefulness in the age of digital analytics. Persona Studies, 4(2), 47-65.