A well-composed portrait of a firm can serve several purposes of an organization or enterprise. It can be used as a marketing tool to attract investors and customers who may be interested in a product or service of a company. It can also be used for placement in the media, societies and among other interested circles who want to learn about the mission and activities of the company. Write a concise and creative portrait of the company that attracts attention, focusing on the necessary and relevant information and making it interesting and fascinating for readers.
What is a portrait of a client
A customer’s portrait is a general image of a customer, including such characteristics that can tell almost everything about him, namely:
- place of residence
- marital status, number of children,
- sphere of employment and salary level,
- position related problems,
- needs, desires, phobias.
Separately, it is worth noting that not only demographic and social factors, but also behavioral factors are important for portrait analysis. With their help it is easier to understand: which marketing campaigns are better to resort to. This applies not only to advertising, but also to service, and even the marketing packaging of the product.
After analyzing these parameters, you can understand how much the manufacturer’s goods will be necessary for potential customers. For example, it is completely pointless to produce an elite product at a high price in a small town with low salaries, even if it is of high quality. In this case, it will quickly become unprofitable.
Examples of customer portraits
Working based solely on theory is quite difficult, so it’s worthwhile to give several examples of portraits of consumers according to the previously proposed characteristics. Each of the portraits illustrates a different category of clients. So it will be easier for businessmen and marketers to understand how to analyze the information received.
Example 1. Buyers of cereal for weight loss
- Anna Petrovna, 43 years old.
- Place of residence: Samara.
- Marital status, number of children: married, two teenage children.
- Employment and salary: financial activities, 50 thousand rubles.
- Position associated with it: chief accountant, work is not related to activity, but it takes about 12 hours a day (sometimes more).
- Needs, desires, phobias: because of the busy schedule, Anna does not have time to eat properly, while she uses the delivery of food to the office, which only increases her weight. Training on weekends does not give the desired effect, for which reason the woman wants to switch to proper nutrition and eat only healthy food. The 14-day cereal intake, according to Anna, is ideal for changing your eating habits and losing weight.
Example 2. Buyers of expensive smartphones
- Oleg, 27 years old.
- Place of residence: St. Petersburg.
- Marital status, number of children: single.
- Employment and salary: small business, 170 thousand rubles.
- Post related problems: head of his own company for the production of budget furniture.
- Needs, desires, phobias: for negotiations with suppliers and customers Oleg needs to have a status smartphone. Accordingly, it considers only the flagships of leading brands. Ready to purchase expensive accessories from natural materials: leather, semiprecious stones.
Example 3. Buyers of jewelry for individual design
- Marina, 27 years old.
- Place of residence: Moscow.
- Marital status, number of children: married.
- Employment and salary: manager, 40 thousand rubles. Graduates in economics in absentia.
- Position related problems: customer service manager, low employment.
- Needs, desires, phobias: Marina wants to stand out among her peers, have beautiful jewelry and things. But at the same time, she does not want to lose her individuality, so she acquires handmade jewelry made to order. She likes the fact that the products exist in only one instance. Likes to brag of new jewelry in front of the team.
Of course, other portraits of buyers aimed at a particular product are also possible. But knowledge of their needs and motivation is very important for drawing up a portrait of a client in any case. Otherwise, there will be no effectiveness from marketing activities.
The need for a portrait of the target audience
Such a move is necessary to accurately determine the audience of the product. The product created by the company will be:
- produced in a certain amount,
- have this or that taste (color, smell, etc.),
- created from a specific material
- have certain characteristics.
In order not to produce too much product and not to expand the range in vain, it is recommended to use the most accurate portraits of customers. This will allow the marketer to correctly identify the potential audience that will definitely consume the product. Accordingly, the greatest success can be achieved only if detailed characteristics are collected. They will allow you to create the most detailed portrait of the client.
If the owner of the company is ready to expand the existing product line, then a more general portrait of the client can be used. This is precisely the main goal of the client’s portrait (sometimes profile or avatar) - adapting to a potential client to create such a product and develop marketing campaigns that will definitely bring maximum profit to the company.
Drawing up a portrait of a client
When it is clear why a portrait is needed, and what features of drawing it has, a competent specialist will immediately understand how to make a profile. First of all, a lot of consumer information is required. Where to get it? Here are a few sources:
- Sociological polls and studies. Sociological students are happy to take up such work as a practice. But you can use online services.
- Personal observations. In the case when the owner of the production turned his own idea into a business, it will be completely easy for him to understand which segment of the population will be interested in the product and will buy it.
- Consultations with professionals. Many successful businessmen conduct trainings that are easy to sign up for. There they tell how they achieved success and, of course, how they brought the product to the market.
- Marketing research. Marketers professionally cope with such tasks as questionnaires, surveys, interviewing of individual target groups, which are focused on the product manufacturer. This will allow you to find out the interest in the product directly to potential customers.
- "Mystery shopper". This is a method of extracting information from competitors, which is an assessment of the service and quality of goods of other companies. Also, such inspections are often carried out at their company in order to learn about how its employee perform work and communicate with customers.
After collecting information, you need to carefully analyze it. Action is necessary, because in this way you can improve the product and ensure maximum profit from sales. Usually, improvements are made in the price of the product, its quality, as well as marketing activities.
Another necessary action is to understand the motivation of the client, because each product for them solves a particular problem. There are such tasks:
- Functional. Here, a striking example are high-quality goods: appliances, clothing, shoes, cosmetics, etc. It is unlikely that the consumer will prefer cheap shoes to good leather boots, which will become unusable by the next season.
- Social. Many people value their status in society, its maintenance. Therefore, consumers buy expensive smartphones, branded items, visit only expensive establishments.
- Personal. This item includes creating comfort for yourself, getting positive emotions. (Figures with your favorite characters can not do anything useful, but create comfort in the room who bought them).
The seller must definitely gain the trust of the customer. It is worth showing that this particular product is what the buyer has been looking for so long. In parallel with this, it is necessary to convince him that this product will solve the problem facing him. Only after understanding this, the consumer will begin to trust the characteristics of the proposed product.
If the manufacturer knows the motivation of the client, then he will easily understand how much product needs to be released. For example, depending on the season, it is possible to expand the range with regard to shoes or clothes. Or, with the release of a new film or cartoon, the number of products with its symbols increases.
In conclusion, it should be noted that, without knowing your consumer, it is impossible to create a product that will attract him. And it doesn’t matter whether it is quality, price or marketing packaging. Therefore, drawing up a portrait of a client is a really useful marketing tool that allows not only to increase the profits of the owner of the company, but also to satisfy the needs of potential consumers.