Buyer Personas are critical to the overall success of your Foodservice Equipment marketing strategy. If you don’t know your target market, then you are wasting time and money.
What Are Buyer Personas?
Buyer personas are fictional, generalized representations of your ideal customers (or in your case, End-Users, Reps, Dealers/Consultants, etc.). They help you understand your customers (and prospective customers) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups.
Let’s take End-Users for example. How many different types of end-users can you think of right now that you ‘sell’ to? Chains, restaurants, hotels, country clubs, the government, etc. etc. There are probably over 25 different market categories to which your foodservice company sell. Each of these has a least 1 specific Buyer Persona.
How Do You Use Buyer Personas?
At the most basic level, personas allow you to personalize or target your marketing for different segments of your audience. For example, instead of sending the same Alto-Shaam combi oven emails to everyone in your database, you can segment by buyer persona and tailor your messaging according to what you know about those different personas. School Directors have different needs in their cafeteria kitchen than Chef Michael Mina’s new restaurant project. Yet both could certainly be interested in Alto-Shaam’s combi ovens.
You want to speak the language of your specific Personas so that they gain trust in your content, build value in your content and keep them wanting more. And let’s not forget that the end goal of your marketing efforts is to sell more.