buyer persona overview

Buyer Persona Overview

September,2015

Clark the Communications ManagerBACKGROUND: • In charge of communication strategies for

lifestyle brand that sponsors surf team• Remained comfortably at the same company

for 6 years.• Experienced but too comfortable in routine• single, surfer, traveler

DEMOGRAPHICS:• Male• 35-50• $70,000 • suburbs of California

IDENTIFIERS:• relaxed and cheerful• adventurous

Clark the Communications Manager

GOALS:• Increase fan base for brand and its team in the

surfing community• More athletes interested in signing

CHALLENGES:• Dynamic competitor brands that have signed top

surfers already• Lack of consumer advocates

HOW WE HELP:• Engage with the same users on social media that are

engaging with competitors. • Provide insider information (videos, quotes) about the

athletes, the brand and share additional industry news. • Schedule posts using social media tools and

editorial calendars, evaluate progress during implementation of the communications plan.

• Host an event, either fundraiser or party, that will make people want to get up close and personal with the brand.

Conduct interviews with your target audience to learn about their goals and challenges in more detail.

REAL QUOTES:• “We need to get this company back to

where it was when it built its name.”• “I don’t have time to change anything

because I am busy managing what we already have, and people already know our name just not as well as they used to.”

COMMON OBJECTIONS:• “We aren’t like our competitors

we don’t necessarily want to do the same dynamic things they are doing to get attention.”


MARKETING MESSAGING:• Use social media platforms

to appeal to more millennials and especially rising talent in surfing community.

ELEVATOR PITCH:• I will help you curate content

that millennials will want to promote over their own social media.


ExamplesSocial Media Messaging:• Curate content that appeals to

the target audience while participating in conversations across social media platforms.

• Example: RedBull uses this simple post to spread their message to those participating in conversations about #NationalPoetryDay.

ExamplesSocial Media Messaging:• Have well-known professionals

act as brand advocates over social media.

• Example: Julian Wilson promotes a product on his personal Instagram account for Hurley, one of his sponsors.

ExamplesEngagement:• Take increments of time each

day to respond to those who have been reaching out over social media.

• Answer any questions quickly and thoroughly.

• Nixon does a great job of engaging over Twitter.

• Social media contests and giveaways are good ways to get consumers talking about your brand.