Defining your customer avatar
The answer you come up with for the first question, “what is your customer profile?” will help to start to define your customer avatar. The better you know and understand your custom profile, the more likely you will choose the right marketing message about your products/services that resonates with them.
Marketers will sometimes utilize psycho-graphics to segment their target markets at the neighborhood level. The links below provides examples of psycho-graphics to help you gain a more complete picture of your customer avatar.
- PRIZM features 67 segments that capture current demographics, lifestyles and values in Canada.
- Bizmap offers a powerful tool to analyze and compare key market data at the neighborhood level for Vancouver and parts of Vancouver Island.
Feature vs benefit
| Product | Feature | Benefits (avoid pain) | Benefits (seek pleasure) |
| Non-stick frying pan
|
Non-stick surface |
Scrubbing greasy pans |
Quick cleanup means more time for family |
Additional reading and guide on marketing: