SESSION 2 Target Personification Exercise Copyright all rights

SESSION #2: Target Personification Exercise Copyright all rights reserved, Brand. Twist 2020

TARGET PERSONIFICATION EXERCISE This exercise allows us to develop a better sense of what our Bull’s Eye target looks like (e. g. behavior/motivations/attitudes) by creating composite portraits or personas. By delving deep, we can begin to uncover conscious and unconscious motivations that are the cornerstone to a relevant and differentiated brand positioning and promise. There is no right or wrong answer. You are creating a character. You can base this on someone you may know in real life or it can be a composite of several people, or completely from your imagination. This exercise can be repeated multiple times for multiple brand targets (up to 3) but you should first focus on your primary target. You can define “Bull’s Eye” based on several factors: size of the market opportunity personal excitement/interest in serving this market current contacts/fans in this market or a new segment you would like to reach There are two approaches for this exercise, the questionnaire that follows and then bringing your answers to life with a “Mind Map Board” Make sure you complete the homework after watching the Target audience video (not before). At minimum, please complete the questionnaire. The Mind Map is optional, but most clients find it very helpful as it adds another dimension and helps you work both left and right sides of your brain. We’ve included instructions for the Mind Map beginning on slide 8. Hint: When answering the questions, try to get into the mind of your target and use the words they would use when talking to a friend or colleague –try and avoid marketing speak or the jargon of your industry.

TARGET PERSONIFICATION EXERCISE PART ONE – Persona Overview Create a target persona for your primary target. It’s often helpful to rip out a picture of a person from a magazine and have it in front of you as you answer the questionnaire. You can also choose one of the photos from the composite selections at the end of this packet. These are a selection of different ages, genders, ethnicities. 1. What are this person’s name, age, and occupation? Be as specific as possible 2. What is their living situation? Where do they live? Who else lives in their household? (Names, ages, and occupations, pets? ). 3. Where did they go to school and study? What major did they secretly want to pursue? 4. What are their passions and hobbies outside of work? What do they like to do when they get together with friends or family? 5. What would their friends be pleasantly surprised to find out about them that they don’t already know? 3

TARGET PERSONIFICATION EXERCISE PART TWO- understanding their struggles 5. What keeps them up at night personally? 6. What are they struggling with professionally that makes them receptive to hearing more about your brand? 7. When it comes to their current solutions, what trade-offs are they currently making? What are they looking for but can’t find? 8. What has changed in their attitudes/behaviors because of the Covid 19 virus? How does this impact how they think about your brand? 4

TARGET PERSONIFICATION EXERCISE PART THREE – looking at brands they admire and use 9. What brands are they passionate about and why? What problems are they solving? What do they have in common? 5

TARGET PERSONIFICATION EXERCISE PART FOUR Multiple Targets If you have distinct target groups as described in Part One, repeat this exercise for up to two (2) additional target groups (no more). Remember you don’t have to have more than one target group – but many brands do. Just make sure they are truly distinct and not just slight variations of one type of person. If you need to do this for more targets, download this worksheet 3 times and save under three different file names before you upload (ex. Julie_Target 1, Julie Target 2, etc. ). Once you have done this exercise separately for up to three (3) targets: - Look for areas of commonality between the targets. While the triggers and motivators may vary behind different targets, look to see if there any common emotional and aspirational benefits. Put a star next to these areas of commonality on your different exercise sheets. - Look for areas where there are significant differences between your targets. Don’t worry about differences in background or information they seek about your product or service (this can be addressed in your communications), Pay the most attention to areas where there are vastly different, even conflicting, triggers, motivations or benefits. Circle these areas on your different exercise sheets If you have multiple targets please complete the next slide. See example. 6

TARGET PERSONIFICATION EXERCISE Put photos and one lines descriptions of your targets below, then fill in the commonalities. (See next slide for sample). What needs they have in common? 7

TARGET PERSONIFICATION EXERCISE 8

TARGET PERSONIFICATION EXERCISE UPLOAD TO THE COMMUNITY PAGE: Describe briefly who your Bull’s Eye target persona is and what they are like (in one or 2 sentences. ) Include a brief paragraph summary of questions 1 -4. Help us “get” this person in a few quick sentences. Include as well what is keeping them up at night and why they are receptive to hearing about your business (question #6). Please insert a photo of your target here (you can add your own or take a screen grab of one of the photos in the composites in the appendix). 9

TARGET PERSONIFICATION EXERCISE Mind Map: In addition to the questionnaire you can bring your target to life by gathering pictures that show us who they are and what they are feeling. Use the Bull’s Eye Mind Map and choose photos and headlines (from magazines or cut and pasted from online sources) that describe the answers to each question highlighted. Can be abstract and outside of your category – put them in the appropriate area of the Mind Map. Make sure you include a description below each image so we know exactly what it represents. You can print out the map and input pictures or cut and paste directly from your computer. If you create by hand we just ask that you take a photo of it and upload that picture. There is an example in this packet from a previous student that might help. 1) Describe briefly who your Bull’s Eye target persona is and what they are like ( in one or 2 sentences. ) Include a brief summary of questions 1 -4. Help us “get” this person in a few quick sentences. Put this information in the upper left-hand corner of your Mind Map. It is very helpful to include a photo (ripped from a magazine, from an online photo search, or from our composite photos) in the upper left-hand corner. 1) What are they struggling with? Choose photos or headlines that describe their struggles. These can be ripped from magazines (best to use those that are outside of your category). Put them in the upper right section of your Bullseye Mind Map. 1) What brands (outside your category) do they love and why? Choose logos from magazines OR our pull logos online – put on the bottom section of your Bull’s Eye Mind Map). For example, maybe your target loves Starbucks because they like that their order is always customized. Or maybe they rely on Waze for directions because it give real time information. 10

BULLS EYE MIND MAP BOARD- WORKSHEET Q 1) NAME, AGE, ETHNICITY, WHERE THEY LIVE ETC. Q 2 ) WHAT’S KEEPING THEM UP AT NIGHT, STRUGGLES AND EMOTIONS? Q 3 ) WHAT BRANDS OR PRODUCTS CAN’T LIVE WITHOUT (TWISTS) AND WHY? 11

BULLS EYE MIND MAP BOARD- CARUCCI CONSULTANTS Q 2 ) WHAT’S KEEPING THEM UP AT NIGHT, STRUGGLES AND EMOTIONS? Q 1) NAME, AGE, ETHNICITY, WHERE THEY LIVE ETC. Mike, 32, an engineer working at United Technologies. Married wife is pregnant Lives in a 2 bedroom condo in Stratford CT All of his buddies are getting promotions, buying houses Has his college reunion coming up Afraid of missing an opportunity Has a great new business with investors idea but now what? How to navigate the maze. Q 3 ) WHAT BRANDS OR PRODUCTS CAN’T LIVE WITHOUT (TWISTS) AND WHY? − − − Easy access to advice and information Someone else does the heavy lifting Easy to use and understand Visual and step by step guidance Customized attention Time is ticking Details of Business out of his comfort zone 12

TARGET PHOTOS The next few pages are pictures that you can use to bring your target to life. They are a random mix of ages, ethnicities, genders. You can also choose your own image from a magazine. Note: we do not own the rights to these images they are for your internal purposes on. Not to be used in external marketing. 13