Setting Up Accountability For Judy, Jennifer, and Jasmine

Let's pretend you assign a merchant/creative/marketing expert to each persona.

Here's Judy, Jennifer, and Jasmine.

Three customers, somewhere around 59, 43, and 27 years old.  Each customer requires a different marketing approach, don't you think?


Each customer is coded in the database (that's what I do, email me for details).  Think about each customer as a separate line of business.  You assign a merchant/creative/marketer to each team (preferably at the Manager/Director level, to give folks a practical leadership opportunity), and you give them authority to grow their customer audience.


What might work with Judy?

• A possible increase in the catalog mailing strategy.
• Targeted catalog mailings with unique merchandise offerings.

What might work with Jennifer?

• Smaller catalogs that drive Jennifer to the web.
• A strong search marketing program.
• Significant experimentation with the email marketing program to identify the best creative strategies to inspire online purchases.
• A zeal for creating landing pages that are "to die for".
• Experimentation with iPad-based commerce.

What might work with Jasmine?

• Elimination of most/all catalog mailings.
• Viral-based email marketing strategies that focus on time-based deals and bargains.
• Mobile strategies that integrate social and flash sales.
• Social shopping ... think Pinterest / E-commerce integration.
• Integration of friend-based events with current e-commerce business.

Anyway, you have better thoughts about this than I have, so have at 'em!!

Is there a way to focus on customer personas, managing the business via customers instead of via channels?

Thoughts?