January 30, 2012

Judy Won't Use A Cell Phone To Buy Merchandise?

Here's the link for your perusal:  http://www.pcmag.com/article2/0,2817,2399565,00.asp

Study Questions:

  1. Does it make sense to have three managers in your marketing department ... one that caters to Judy, a 59 year old often-times rural shopper who isn't going to embrace new technology ... one that caters specifically to Jennifer, a 43 year old who will comparison shop at Best Buy before buying at Amazon ... and one that caters to Jasmine, the 27 year old who constantly checks her iPhone for deals from her favorite flash site?
  2. If you had three customer persona managers, would you have the courage to market to each customer differently, and would you be willing to reward employees who increase spend among a specific customer persona?
  3. What are the odds of convincing Judy to change her behavior and use her cell phone to research merchandise?


  1. Are you advocating that one should have three managers?

  2. If you can afford it, absolutely! And I advocate having managers who live the lifestyle of the persona.

  3. In the hotel industry we had managers of different ethnic groups who would cater to the different ethnic conventions that would come into town.

    If your advise is to be used across the board, hotels would probably need nine managers: Black, Asian, White and one of each age group.

  4. Every business is different, requiring a different approach. Be creative!

  5. Some mobile devices I know requires extra payment for using the internet but with smartphones on the rise, a built in WiFi is highly appreciated especially if you want to lurk in the web.


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Your Low-Cost Items

In most of my projects in the past nine months, the importance of having "something" at a low price repeats ... a recurring theme ...