HelloHome had a solid name, a good logo, and a strong market reputation for their bespoke interior kitchen and bathroom designs. They wanted to capitalise on this, but didn’t know quite how. Previous social media marketing had not been that successful, but they didn’t know why. They needed Wellington based digital marketers, Wonderlab, to take them in the right direction. It meant working from the ground up and first finding out who they were selling to, and why they were buying.
To provide a brand and messaging direction based on strong market understanding, and an authenticity to the founders' business goals.
Understand the reason why they had been successful to date to drive future success. Use that understanding a then build a coherent brand and marketing strategy for all future advertising and communications.
Several surveys, workshops, and an audit helped to build a complete marketing picture. A Persona Survey helped to build the character profile and demographic of both the current and the ideal clientele. An Opportunities and Obstacles Survey helped to highlight the pragmatic side to the business. A Brand Workshop helped to sketch out and distill the company’s “why?”. A Search Engine Optimisation Audit revealed the good and the bad about their online brand presence.
The diverse findings from the various reports were woven together to produce to clear, forward-looking strategy.
- Targeted marketing messages were developed
- Direction for a digital tool kit was resolved
- Additional novel marketing activities to communicate with clients throughout their home makeover process were brain stormed
- An ongoing web SEO plan was outlined.
Delivery of a solid package of marketing communications material with longevity and flexibility.
The supply of a comprehensive brand strategy document including:
- Workshops and survey findings
- Brand strategy focus and tactics
- Brand action list covering, website refresh, electronic direct mail (EDM), social media, blog posts ideas (story pillars), customer relationship management (CRM) software, paid advertising (online and print), promotional giveaways,
Digital marketing media toolkit
The development of a suite of brand elements to achieve the brand action list including:
- Key brand statements
- Extended brand elements (type, colour palette, graphics patterns)
- Social media post design
- Advertising banner design
- Promotional items (postcards, tea towels)
Search Engine Optimisation (SEO) audit and strategy
A Search Engine Optimisation Strategy (SEO programme uncluding:
- Initial site audit with technical recommendations
- Keyword research and recommendtions
- Competitor analysis
- Meta description review
- Blog themes review
- Traffic analysis
- Backlink and directory analysis and supply
- Google Business Profile review and recommendations
- Ongoing monthly monitor and report with recommendations specific to their business needs.
The Wonderlab Long Read: How and why digital marketers develop brand personas
So what are brand personas anyway?
A brand persona is an imaginary representation of a company’s target audience. It provides a description of what a company wants and expects from its customers. Through use of brand personas, companies are able to better understand their target customer and tailor their communication and marketing strategies to match their needs. Brand personas help create a unique customer experience that reflects the company values and resonates with customers. With the use of a brand persona, companies are able to effectively communicate their unique value proposition and establish brand loyalty.
How can brand personas help target and engage customers
Brand personas are used to better understand target customers and craft more meaningful, powerful marketing campaigns. By creating personas based on customer data and input from various stakeholders in the company, businesses can more accurately pinpoint the needs, wants, and motivations of customers within their target segments. By engaging customers through content, ads, and other messaging tailored to their unique characteristics, brands can differentiate themselves and build loyalty with customers.
How do you develop brand personas?
Developing personas involves a process of research, synthesis, and refinement. The first step is to gather data from internal resources like customer databases and surveys as well as outside sources, such as studies or focus groups. From here, agencies synthesize the data to create customer profiles which form the basis of a persona. Finally, agencies refine personas over time, adding more detail and adjusting patterns as customer needs evolve.
What are the benefits?
Using personas to target customers has numerous benefits for businesses. It enables them to customize their campaigns to reach a more refined audience, making their message more compelling and effective. Furthermore, it allows them to differentiate their brand from their competition, as their campaigns are seen as more tailored and targeted. It also helps to reduce budget waste, as marketing personas help ensure that resources are focused on the right segments. Finally, using marketing personas can help build a strong sense of trust with customers, deepening customer relationships.
Tips for developing personas
When crafting personas, it’s important to be as detailed as possible while still keeping it practical. Include key attributes like demographics, customer motivations, and behavioral patterns to give the persona enough depth. Also consider incorporating only customer-relevant information to keep it meaningful to the audience. When tweaking personas over time, be sure to track customer behavior and feedback so adjustments will reflect what’s actually happening in the marketplace. Finally, keep personas concise yet comprehensive for maximum results.