Defining a Customer Avatar!

Session 2: Digital Deepak Internship Program

Now, while it is easy for one to create a Customer Avatar with the help of a questionnaire or simply by Interacting with a sample population of the Intended audience there are a few concepts one must have clear. Deepak takes us through these points in the 2 hour session that follows.

In order to be able to communicate more effectively, one must be strong with their 1:1 interaction. A person who cannot converse well 1:1 will find it difficult when conversing with more than 1 person. Secondly, when communicating with someone, it is important to maintain authenticity. People are tired of fake people with social personas and are more inclined to someone more real in their communication.

Deepak points out an interesting observation of how people with more experiences are better marketers. They have more content to express with relativity to the product/service being marketed by them. When communicating with someone the inclusion of your own life experience makes the conversation and message more impactful, real and interesting for your audience. As mentioned in the point before, this builds credibility in terms of authenticity in the eyes of our audience.

In order to be an efficient marketer, it is important to define and understand who your audience is and create an avatar. There are two components involved in identifying your target audience:

· Demographics (Age, location, Gender, etc)

· Psychographics (Interests, likes/dislikes, etc)

Now, once you have defined your audience/avatar it is important for you to remember that you must stay focused to your core audience when communicating with them. Exceptions to your Target audience/customer avatar who enagage with your communication are good but must not distract you from the fact that all your communication must be directed towards your core TG.

In order to do so there are a few pointers that you must keep in mind when you care engaging with your TG, they are as follows:

· Write to one single customer at a time: though you have a big audience, remember that everyone is alone with their device. This will help you connect with them 1:1

· Defining the target audience: talking to them, getting to know their needs, pain points, etc. through interactions, calls, surveys, etc.

· Addressing people by their first name: building rapport and writing as if you converse with a friend helps to communicate better.

· Join mental conversations: communicate as if you were joining a mental thought they had. Keep the flow going ( E.g how can I lose weight at home?)

During the session Deepak conducted a quick live survey to show us the process of defining a customer avatar. He compiled the data and showed the results which helped understand the basis on which one should create their customer avatar. He then asked us to come up with our own customer avatars as an assignment.

After discussing with friends and colleagues, I have come up with the following Avatar:

· Suraj Singh (Fictional name) is a 25 year old marketing employee of a Media Agency in Mumbai.

· He makes around Rs. 4 lakhs to 8 lakhs per year and owns a two wheeler and/or a car

· He works late and on a daily basis spends an average of 11–12 hours at office. His work timings discourage him from being a regular at the gym and he has taken up a Gym membership several times but not utilized it.

· He lives alone and does not find the time to cook, hence, most of his meals comprise of Junk food that he finds within his budget using Food delivery apps.

· He tries to be healthy by having one proper meal a day, however that depends on his work schedule which is often hectic. Owing to his erratic work timings he does not exercise consistently.

· He stays up late night and watches Tv shows on streaming platforms or YouTube videos and on a daily basis is active for a minimum of 4 hours a day on social media going through clickbait articles, blogs, etc. He follows celebrities like Hrithik Rohan, Vidyut Jamwal, Dwayne Johnson, etc on Instagram for fitness motivation.

· On the weekends he goes out for a few drinks and lunch/dinner with friends and spends the rest of the time at home on his phone/laptop

· Owing to his unhealthy and erratic lifestyle he often falls sick and has gained a lot of weight recently. This motivates him to lose weight and get healthier but he is searching for solutions to do that within the comforts of his home as per his convenience

· He is searching for cost effective diet recommendations and weight loss exercises that can be followed at home

Having completed the assignment, I now understand how to define my Customer Avatar after Niche selection. With many more classes to come, I can’t wait to learn more concepts and implement the same with the help of many more such interesting assignments!

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