If you are marketing a low-cost widget to a mass audience of consumers, it is possible that creating personas that leverage only demographic data could work. However, if you are:
- Selling a highly specialized product
- Promoting a service
- Marketing an expensive product
- Focused on B2B
- Attempting to tap a niche audience
Your personas need to go beyond simple demographics. Through empathy mapping you will be able to dig deeper into the mindset of your target audience to understand your customer’s goals at each stage of their journey; anticipate what they may be doing, seeing, hearing; empathize with how they are feeling; provide solutions to their questions and uncertainties in a way that resonates with them, and ultimately drive them through the sales funnel more efficiently.
In this free workshop, we will review why mindsets are so critical when developing your user personas and explore tools and processes to help you create your own. Questions? Please contact CEPE at [email protected].
Facilitator: Traci Jones
For over 20 years Traci Jones has guided large, multi-faceted programs, developed and implemented strategies at scale, and has tirelessly collaborated with diverse teams to reach business goals. As director of marketing, she has worked inside brands and with agency clients to establish foundational marketing programs, orchestrate events across the nation, and create successful brand and communications strategies. She is currently the co-founder and Brand & Marketing Strategist of the Swell Co-Lab.
PSU CEPE COVID-19 policies for in-person events:
CEPE policies in respect to COVID-19 are aligned with Portland State University's COVID-19 policies, which are:
- Masks are required for visits to CEPE
- Proof of a COVID-19 vaccination or a recent negative COVID-19 test is required for students attending an in-person CEPE class or event.
CEPE requires proof of COVID-19 vaccination or a recent negative COVID-19 test. Valid proof of COVID-19 vaccination is either a hard copy or a picture of a vaccination card showing a vaccine series was completed at least two weeks prior to the event date. Documentation of a recent (within the last 48 hours) COVID-19 test with a negative result is either a printout or picture of results that include your name and test date. Please note, at-home tests do not meet these criteria.
For additional information please visit our COVID-19 information page.