Copywriting Notes
Manipal Institute of Communication, MAHE
Customer Personas/ Customer Profiling: -
1. Archetype
2. Fictional but realistic
3. Embody goals and behaviours
4. Represent real buyers who influence the products/ services/ solutions you offer
5. Patterns among current and potential customers
6. Empathetic window into the buyer’s world and journey
7. Insight into the unarticulated/ not-obvious
8. A story and a voice
Understanding the audiences/ Customer Profiling
Target Market: the process of identifying the types of people for most likely to want your product and
then tailoring your efforts to satisfy their unique needs.
Customer Profiling:
1. Segmentation: Sub dividing the market categories into different segments.
2. Targeting: From the segment we select a specific target audience.
3. Positioning: how do you place the brand in the minds of the customers.
Segmentation:
Questions that segmentation helps to answer.
1. How are your customers?
2. How many customers?
3. How do they spend their time?
4. Why should they buy your product?
Benefits:
1. Focus
2. Specific
3. Lets you estimate the market size: Sales Market Budget
Targeting: Profile segments
1. According to buying powers.
2. According to the likelihood buying your product. (Motives for buying)
, Stages in the segmentation-targeting-positioning process
SWOT analysis (internal and external analysis of the market)
Segmentation leads to homogeneous sub-group – the variables lead to segmentation profiles – segment
attractiveness is evaluated (table 4.1)
This makes way for targeting (focusing on a group or more) – aiming communication objectives,
strategies and tactics at the groups – the promotional mix depends on the target markets
Defining a unique and relevant position for the product in the mind of the target group –Positioning –
finding, sustaining, defending the position and image of the product – differentiates the product from
the competitors
How can markets be segmented and how does it influence marketing communications?
Segmentation is the process of dividing consumers into homogeneous groups through variables or
criteria.
Based on general factors that can be measured objectively and straightforwardly
i. Demographics and Geographic’s
Generations: baby boomers, generation x, generation y
Psychographics and lifestyle segmentation – social class, lifestyle, personality
i. Better at predicting consumer behaviour and how people organize their lives and spend
time/money
Behavioural segmentation: Occasion, loyalty status, user status, user rate
Potential users should be convinced through advertising, building awareness and attitude, trial
promotions and in-store communications to establish relationship
Existing users should be maintained through relationship building advertising and loyalty promotions
Loyalty: loyal consumers should be maintained through advertising and loyalty promotions; switchers
should be persuaded through sales promotions
Communications should change based on the segmentation as the different consumers have different
backgrounds and experiences of themselves, when they need and want and how they want to be
perceived
Segment profiles and requirements: They have to be attainable, measurable and lead to homogeneous sub-
groups.
The most important targeting strategies and selection of target groups:
Manipal Institute of Communication, MAHE
Customer Personas/ Customer Profiling: -
1. Archetype
2. Fictional but realistic
3. Embody goals and behaviours
4. Represent real buyers who influence the products/ services/ solutions you offer
5. Patterns among current and potential customers
6. Empathetic window into the buyer’s world and journey
7. Insight into the unarticulated/ not-obvious
8. A story and a voice
Understanding the audiences/ Customer Profiling
Target Market: the process of identifying the types of people for most likely to want your product and
then tailoring your efforts to satisfy their unique needs.
Customer Profiling:
1. Segmentation: Sub dividing the market categories into different segments.
2. Targeting: From the segment we select a specific target audience.
3. Positioning: how do you place the brand in the minds of the customers.
Segmentation:
Questions that segmentation helps to answer.
1. How are your customers?
2. How many customers?
3. How do they spend their time?
4. Why should they buy your product?
Benefits:
1. Focus
2. Specific
3. Lets you estimate the market size: Sales Market Budget
Targeting: Profile segments
1. According to buying powers.
2. According to the likelihood buying your product. (Motives for buying)
, Stages in the segmentation-targeting-positioning process
SWOT analysis (internal and external analysis of the market)
Segmentation leads to homogeneous sub-group – the variables lead to segmentation profiles – segment
attractiveness is evaluated (table 4.1)
This makes way for targeting (focusing on a group or more) – aiming communication objectives,
strategies and tactics at the groups – the promotional mix depends on the target markets
Defining a unique and relevant position for the product in the mind of the target group –Positioning –
finding, sustaining, defending the position and image of the product – differentiates the product from
the competitors
How can markets be segmented and how does it influence marketing communications?
Segmentation is the process of dividing consumers into homogeneous groups through variables or
criteria.
Based on general factors that can be measured objectively and straightforwardly
i. Demographics and Geographic’s
Generations: baby boomers, generation x, generation y
Psychographics and lifestyle segmentation – social class, lifestyle, personality
i. Better at predicting consumer behaviour and how people organize their lives and spend
time/money
Behavioural segmentation: Occasion, loyalty status, user status, user rate
Potential users should be convinced through advertising, building awareness and attitude, trial
promotions and in-store communications to establish relationship
Existing users should be maintained through relationship building advertising and loyalty promotions
Loyalty: loyal consumers should be maintained through advertising and loyalty promotions; switchers
should be persuaded through sales promotions
Communications should change based on the segmentation as the different consumers have different
backgrounds and experiences of themselves, when they need and want and how they want to be
perceived
Segment profiles and requirements: They have to be attainable, measurable and lead to homogeneous sub-
groups.
The most important targeting strategies and selection of target groups:
