What we can learn from Hannah and Mary
Hannah and Mary are joined by genetics and by shared values. They’ve been drawn to the same careers, and they have some of the same concerns that we all have: money being high on the list. However, it would be a mistake to assume that the two women will be won over by identical marketing strategies. Each grew up in a unique era of American history. Each is part of a distinct generation with different perspectives on the world and current events.
Likewise, individuals within a generation are influenced by their socio-economic status, their geographies, and other factors, and these factors impact how particular members of the cohort behave and respond to brands. Because America is a particularly heterogeneous society, effective marketing is a constant challenge.
The question then becomes: How do you reach all those people?
The answer may be a little disappointing in its simplicity.
That’s where customer personas prove invaluable. By imagining particular individuals, you can extrapolate a more focused audience to target with your marketing strategy. A limited audience and a more customized marketing approach will inevitably lead to better results than blanket appeals.
This is particularly true of smaller businesses. While large corporations may be able to sink millions into campaigns, less moneyed brands need to make every penny count. Flops are unacceptable losses. Defining and understanding a focused segment of the population – specifically, the segment who will want what you’re offering – ensures that the money spent on marketing is worthwhile.