Today, I want to share with you my understanding of the “buyer persona” concept, its importance and therefore include, as an example, a french company that is truely a fantastic case study, as a marketing reference, Michel & Augustin.
About Michel & Augustin
“September, 2004. Augustin and Michel launch Michel et Augustin. Their dream? To put some color and pep back into your grocery step through delicious, natural concoctions. And to share every step of the way with a smile!
About the buyer persona concept.
A company has a target population, usually several ones, but if you stay at this level of understanding, you might miss a lot of ways to actually reach these audiences.
In order to be more efficient, it is essential to understand your target, and therefore to define them as a buyer persona : a fictional individual developed by an organization based on a researched profile of its typical customer.
- What are the basic personal details about your buyer persona? What does she/he does for a living? What are her/his preoccupations? What inspire your buyer persona ? What challenge him / her?
- How does your buyer persona go through the decision making process?
- What media the buyer persona consults? What are their activities on social media et search engines? What are the sections of the website that are of most interest to the buyer persona?
My assumpted buyer persona is based on their Michel & Augustin on-line presence channels : website, social media profiles and the kind of customers that they have.
I would like to introduce you to my assumpted buyer persona for Michel & Augustin, Claire, 31 years old. She’s living in France, in Bordeaux. She’s working in a design agency. She likes her job because it gives her a way to travel a lot and do not need to spend all her time behind a desk. She reads multiple blogs about food design and decoration and spend a lot of time on social media et search engine to get some inspiration. She likes to hang out and meet new people. She thinks her country is full of depressed people and enjoys every moment of little pleasure, as the smile of her daughter, Nina, 3 years old. She’s also concerned with her wellness and buy some healthy food for the family. She knows and loves Michel and Augustin products and the brand image which is based on authenticity and humour. When she sees an activity on them in her facebook timeline, she often shares it because they made her laugh. She’s spontaneous and friendly. She has always had that dream about becoming a pastry cook but never dare to try…
Ok I might have gone to far in my specifications. Do not be mistaken, i didn’t describe myself. But, my point is to go deeper than just the surface of an average person. That is how you can be efficient. If you can, if you go deep in your clients behaviors, they would read what you have to say, being persuaded that they just know you THAT well.
Also, defining your buyer persona might give you :
– insights into how your organization can engage with your clients in a better way at the time of ZMOT
When I chose that company, I didn’t think about this point, but there is no way that, in your ZMOT about having a snack, you will choose it from search engine research. The company awareness depends on the product trial and on the moment. On the other hand, you might use search engines to find out where to buy this product.
– clues in order to shape the marketing communication that you need to deliver.
As I already told you, Michel & Augustin plays on a sincere and fun way of communication to its audience. You might see that by watching the CNN report filmed in 2014 below and find out more of their communications here.
– hint of how launch new products based on what those individuals think about your product
Michel & Augustin suggested meetings from day one in order to share with its public. Each month, you can meet the tribe (that’s how they called their staff members) in their offices, propose a recipe for cookies, discuss with the team. Every month, 50 to 200 people meet at their offices in Paris, Lyon, New York City.
– a way to recruit new dedicated members of your staff
Michel & Augustin decided to help their customers sharing the same passion for good pastries and support them to get pastry-certified by proposing 80 hours of formation. This way, the company helps theirs clients to achieve their dreams. It’s inspiring when you can be supported. It is a virtuous circle, as they want to work to be art of the tribe !
– support from your social community
Michel & Augustin have been dreaming about being distributed into Starbucks for years. On a friday morning, they received a call from Starbucks asking for a sampling of their biscuits. Instead of sending the box, they sent two tribe members to actually find a way to meet Howard Schultz in person, they filmed their trip, they asked their community to make some noise on social media with the #allezhowarduncafé (Hey Howard, let’s have a coffee), sending images of them having a coffee. They had like 100 000 answers to their challenge and made so much social media noise that they actually succeeded and met Starbucks’s CEO. The very next day, they were invited to a 500 people Starbucks convention, where ther announced that they will distribute Michel & Augustin product in 25 Starbucks within 10 days ! And they did it again ! They got such support on social media that it is the Howard’s wife herself who convinced her husband to receive the two ambassadors. What a journey !
If you like this story, see the subtitled videos here
About the search engine queries
How would search engine would be used by this buyer persona? I used some keyword research suggestion tools such as semrush.com, spyfu.com or alexa.com, to find out what key words are used for Michel & Augustin :
- michel et augustin les trublions du gout –> brand name +baseline
- produits michel et augustin –> brand name products
- michel et augustin emploi /recrutement –> brand name + recruitment
- michel et augustin capital –> brand name + TV show name
- mousse au chocolat recette –> chocolat mousse recipe
- cookie recette –> cookie recipe
When those two guys created that brand, no one believed they could survive against big worldwide companies, but with their fun, sincere way of being, they succeeded in offering something different and be successful. I’m amazed by their capacity of adaptation and their creativity. It’s also their weakness. You have to try the product, to see it and taste it to be able to want it. The brand awareness is essential, that is why they spend a lot of energy into tasting operations everywhere (supermarkets, events, trains stations, …). They are ready to make you dream, even to spend a night under the stars with them. They use social media to entertain their community, motivate them, get their support and make the buzz.
So, are you now convinced that the buyer persona concept is more than useful ? Don’t you think that this company has some serious ideas about digital marketing? If you didn’t know them, do you now want to taste it? I can promise you one thing, you will love it. I hope you enjoyed my post and would be delighted to discuss it with you.
Thank you for your support !