how to define your avatar personas marketing strategy

How to define the personas or avatars for your brand and marketing strategy?

Defining the personas or avatars for your brand is a powerful tool that will support the whole marketing strategy. I have created for you a kickass template that will enable you to understand who you are serving as a social enterprise.

Download here your free Avatar or Persona template – Faster planning, to get right into the action!

There are many reasons why you want to understand well your audience, but the main one is that if you don’t know about your audience, how are you going to effectively sell your product or services?

Defining the personas who might be interested in your brand is a very important process to undertake if you want to have a powerful strategy.

Whereas you may have a clear audiences, for example, “mothers” narrowing down will help you to deeply understand all their emotional drivers such as pains, worries, dangers, opportunities, challenges, dreams, hopes… 

And then you will also achieve having a better understanding on where to find those personas, the geographic and demographic information, their drivers, habits, mindset…

The ultimate purpose of personas is to create reliable and realistic representations of your key audience segments to create a better content, which will be the king of your strategy, as well as implementing better tactics that will have get you distributing your message effectively.

For any given project, creating only three or four personas is best. It will be more effective for your strategy to have a wider vision on how your product or service helps a larger population, targeted; because if you intend to serve everyone, you will end up not serving ANYONE!

In the same way, the goal of personas is not to represent all audiences or address all needs, but to focus on the major needs of the most important user groups.

On this free template I will guide you through exactly what are the key questions you need to ask to make sure you define your personas effectively.

These representations should be based on qualitative and some quantitative user research and web analytics. Remember, your personas are only as good as the research behind them. 

Defining your personas or avatars effectively will:

  • Represent a major user group for your products/services
  • Express and focus on the major needs of the most important user groups
  • Give a clear picture of the user’s expectations and how they’re likely to use your brand
  • It uncovers universal features and functionality
  • Describe real people with backgrounds, goals, and values

The benefits of having your personas well defined:

  • Personas help to focus decisions by adding a layer of real-world consideration to the conversation. 
  • They also offer a quick and inexpensive way to test and prioritize those features throughout the development process. 
  • As a business, you can then evaluate new features and ideas for your brand (based on their needs)
  • Your team members can implement  strategies, from design, product development, website, contents, channels etc 
  • You can define better the roadmap or overall strategy to build trust with your audience, for more effective marketing and sales funnel!

Is this too tricky or overwhelming for you, you don’t seem to find the answers? Reach out at hello@fourppineapples.com and we will work together!

Stay Tuned, Stand Tall!

3 mistakes and solutions on contents between social enterprises

The 3 most common Contents Mistakes between Social Enterprises

I love social enterprises. I love them so much that I have studied thousands of them. And since contents is our thing, we have found out the 3 most common mistakes social entrepreneurs do when it comes to content writing.

Here is the list of the 3 most common contents mistakes and how to fix them:

1. Focused on the mission

“I got angry or upset because I went travelling and I found out many people didn’t have access to toilets. I want to build toilets around the world.”

Think this: Why should people care about you? The reality is that people care about themselves.

It’s true that today we already have 33% consumers purchasing products with sustainability in mind, and another 20% that want to try (this means the market is ready and if you are an ethical business you will possibly attract all this potential)

BUT!!!

You need to get people caring about the mission while you offer them a solution.

And for example the solution can be that you have this amazing toilet paper, that saves water, 50% benefits used to build toilets around the world: it is a good price, pretty & fun, delivered at your home and that actually cleans your bum AH!

Your messaging would communicate that but also put the customer at the centre of your business and that is that you need to say “YOU” instead of “I” – and that is super important if you want them to feel something when they are reading. Which leads me to the second tip

2. Lack emotional trigger when writing

The whole point on why we are creating a brand is because we want to create a phenomenon, going beyond the concept “just a product” but a manifestation of a cultural element; in part, when you are creating a social business you can actually drive social change.

So how has this toilet paper brand incorporated the emotions – it is toilet paper right? What is the emotions behind a toilet paper? 

Fun marketing, messaging, contents and putting the customer in the centre, how they are contributing to the mission every time they clean their bum…. they have awakened an emotion in the people. 

It is super important you humanise your brand.

3. Storytelling piece is missing

You need to get your content pieces to work separately as if these were part of the whole picture. 

Many social entrepreneurs think storytelling is about explaining their mission. WRONG! Firstly, if you want to certainly focus on the mission, you need to communicate it in a way that adds value to the customers (and when I mean “value” – answer that questions “why should they care”)

How you need to use storytelling is that when you are putting all those elements together they have a big picture, but simultaneously can also work independently and still tell that story. 

This means, whether you put a post on instagram or you do a blog post, the contents is good enough that people will understand the WHY behind the whole brand/biz to exist. 

And reversing this idea, you don’t have to create a zillion of contents to create a story. You need to focus on defining the core, the structure and creating a content piece that you will be able to split into smaller pieces (it’s like extending and multiplying what you already have). You save time and become more consistent.

Was this helpful? Find out weekly tips like this on our Youtube channel! And if you want to interact with other amazing humans also on the mission to change the world with better business, come and join the tribe of Social Impact Marketing for Ethical Business on Facebook!

canvas business sketch template social enterprises

Canvas business model for Social Enterprises: weaving commercial + impact value

The Canvas business model is an excellent tool for social enterprises to display in just one page how to weave a commercial value proposition and impact value proposition.

Download here your free Canvas business model template for social enterprises, including an explanation on how to use it and with an example that will help you to figure out how to fill in yours! Faster planning, to get right into the action!

Why we use it the canvas business model for social enterprises?

  • Having a one-page sketch helps you to quickly draw a picture of what the idea entails.
  • It allows you to get an understanding of your business and to go through the process of making connections between what your idea is and how to make it into a business.
  • It helps you to gain a deeper sense of your value, as well as your customer (which is essential to serve them!)
  • It allows everyone in your team to get a clear idea of what the business is about.
  • If you fill in the canvas business model for your commercial value proposition and another one for your impact value proposition, you will quickly find out how everything is aligned as well as certain strategies that you can adopt to make your business more purposeful.
  • This is the first step to create a marketing strategy

After using this template you will move towards creating your Mk strategy – HOW?

  • Combining the different elements: understanding your message, your value, your audience and what channels you need to use.
  • Utilising those resources you already have
  • Communicating the impact well and make sure it’s included on the relevant contents
  • Brainstorm and find creative solutions to activities and events (i.e. in the case of the business it already tells you a lot of the strategy, and that is partnering with other biz and organise events, cross promotion…)
  • Understanding that, to successfully deliver this strategy, will have to make good use of all the different techniques in marketing. Do you want to get more people to know about you? Invest your efforts in PR! Do you want to focus on educating your customer base and giving them inspirational tools and contents? Find out what they are looking for, and find strategic partners (i.e. composting!)

Is this too tricky for you, you don’t seem to find the answers? Reach out at hello@fourppineapples.com and we will work together!

Stay Tuned, Stand Tall!

planning your marketing strategy social enterprises

Strategic Marketing or the right combination of actions to reach a target? (Study Case)

The strategy is the key to good Marketing. We don’t need to be gurus to understand that. But it’s not that obvious when it comes to drawing a positioning in the map and differentiating your brand from your competitors. Most often I help myself with the benchmarking technique, unless the business already has a clear understanding of its market, what problems they are facing, and the kind of target they want to reach. What is that 0.02% of the DNA in your business?

We have started the Facebook group for Social Impact Marketing in which we shared this story! Join us in the case you prefer watching, listening and engaging with us!

This study case is not a social enterprise because most of my professional experience I have been working for corporates across a range of industries, so there are different marketing stories that I think can still be relevant and can be implemented by any kind of business. So let’s start!

https://www.youtube.com/watch?v=Kz5WESNph_A&feature=youtu.be

Andorra Park Hotel is one of the greatest hotels in the country – and by the way, highly recommendable to go if you plan holidays in Europe. It has incredible installations in the middle of the town, surrounded by mountains and nature. Plenty of space to organise any event: from weddings to business meetings or birthday parties. It also has a five stars gastronomic restaurant, and other services such as a gym, swimming pools, luxurious spa, and wellness treatments. Best thing? All the services were also available for the citizens in the country.

But for them, the Brand meant luxury. So, how can we make people have this place in mind for their everyday lives?

The strategy was positioning the Brand as “affordable luxury”. For that, we had to include in their Marketing plan several actions that made those people just come to the place and realise that it wasn’t that expensive after all. The idea was to organise events with the gastronomic element, so we also could promote the 5 stars restaurant: És.

Here some of the events we organised for the people in the country:

Jardins del Park 

A three months afternoon gathering held during the summer season (a total of three editions were held)

Noces Concept 

The first wedding fair held in the country. We commercialised the exhibition area, branded and organised the event, as well as implemented a communication plan. More than 15 specialised companies got involved and the day closed with 300 visitors to the Andorra Park Hotel.

Art & Wine

Dinners with a guest chef from different cities of Spain. The wine was matching to the selected with the region, and the menu was a fusion with authentic Andorran recipes. 

Menja’t Andorra

A sponsored magazine with a corporate and gastronomic content of general interest. A quarterly edition with interviews to the most renamed chefs of Spain, featuring events, recipes and cellars. 

Edition 1:https://issuu.com/menjatandorra/docs/menjat_andorra_online_links

Edition 2: https://issuu.com/andorraparkhotel/docs/menjat_andorra-links

Edition 3: https://issuu.com/andorraparkhotel/docs/menjat_andorra_3_

(Designer Daina Prat; coordinator & content director Maxime Ducker)

Audiovisual production

This aimed to promote the facilities as a choice for weddings, gastronomy, hotel, spa, and wellness. This promotional piece has been used during fairs, digital platforms and advertised in the cinemas of the country.

https://www.youtube.com/watch?v=kxMACN9c9T0

Other of the projects we developed for Andorra Park Hotel:

– Digital Marketing and content creation: blogging, social media, corporate and event news (learn more about Digital Marketing here).

– PR and Media: planning press release, press conferences, and advertising. Presence TV, radio, press (digital and paper), sponsored magazine and cinemas (learn more about PR Marketing).

– Partnership agreements managed by the hotel director: between the client and suppliers or local businesses (read about synergy Marketing here). In events like “Noces Concept”, “Art&Vi” or “Jardins del Park” were organised including local business (such as wine producers, suppliers, complementary services, artists).

– One of the most famous TV channels in Spain, Telecinco, came to Andorra for producing a snow car race episode of the well know TV show Más que coches GT (aka “More than cars GT”). And between 50 hotels available, they choose Andorra Park Hotel; so we had to coordinate the audio-visual production with the team coming from Madrid (Watch here the full episode).

– Chef TV show was the following project that has never been released due to budget issues, however the prior production, calendar, and most of the agreements were set in place.

Join us at our Facebook group for Social Impact Marketing and learn all you need to know to improve your marketing skills for your social impact business!

Happy life and slay like… pineapples!