MKT Week 4 Activity – Buyer Persona

You will use the same business you selected in the Week 2 activity to create a buyer persona and complete the Week 4 activity.

Instructions

Section 2: Creating a Buyer Persona

Create a full 2-page paper in which you cover the following:

Create the definition of a buyer persona. This helps to determine a company’s target audience and has value in:

Identifying the person who should receive the company’s message.

Crafting the specific content and appeal of that message.

Determining the timing of that message.

Determining the specific language and tonality of that message.

Choosing the specific device.

Define the target audience using demographic, geographic, psychographic, and behavioral characteristics. You must use all four of these categories to define the target.

Create a buyer persona for the target consumer based on the four demographic categories defined in Step 2. Use your imagination to visualize the person created by your target audience definition and use that to bring this person to life.

Select one of the seven Social Technographics Profiles (see your textbook) specific to social media usage that most closely matches the buyer persona you have developed. Provide a rationale for your response.