Public Relations & Social Marketing Insight

Q: You have created something called “Progressive Persona Profiling”. Can you elaborate on what this is and how it solves the two issues mentioned above?

Levine: At Kern, we created “The Modern Buyer’s 10-Stage Journey” as “Progressive Persona Profiling” tool (see below). Some may consider it presumptuous of us to define all buyer journeys for all products or services into these 10 stages. But what is important is that the journey isn’t linear, and that many of these stages can be traversed in seconds or together in groups.

Also, some stages, such as Stage 7: Social Research, can take place at every stage. The more complex the service or solution, such as in large B2B marketing endeavors, the longer the buyer’s journey or buy-cycle will be. The benefit of the new progressive persona profiling is that it integrates a more complete buying journey within a more dynamic tool....

I became aware of PEMCO Insurance a few years ago when I met Rod Brooks, Vice President and Chief Marketing Officer, and heard about their affinity and dedication to the people of the Northwest regionalist of the United States. They are a regional provider, and very, very proud of it. They get to know their customers and communicate with them in the ways that create major engagement.

This is especially prevalent in the Northwest Profiles campaign, which includes hilariously accurate television ads, trading cards, and identities like “Sandals and Socks Guy.”...

Creating a comprehensive, detailed list of the benefits of your products is a must. The truth is, no customer wants to hear about how you decided to sell the product. They don’t want to see detailed descriptions of every single feature your product has.

If for example, you’re selling a chair, the description should only list the features without getting into too many details. Instead of elaborating on the type of wood you used and listing all features of that material, you can explain what exactly makes that material better than any other. Explain how the wood is a better investment in the long-term.

A feature makes a product useful and effective, and while it can make your company stand out from the competition, features are rarely the ultimate factor behind your sales....