OPERATORS E105: How to Define Your Customer Profiles with Sarah Levinger
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Apr 2, 2025 In this engaging discussion, Sarah Levinger, a DTC consultant and consumer behavior strategist, delves into the art of defining customer profiles. She emphasizes the importance of understanding customer avatars, explaining how they can enhance marketing effectiveness. Topics include the complex nature of customer identities and innovative survey techniques to glean deeper insights. Levinger also examines emotional triggers in consumer behavior and the role of cultural influences, providing strategies for brands to connect more authentically with their audiences.
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Naming Customer Avatars
- Name your customer avatars to make them feel like real people.
- Use acronyms to represent customer traits, showing effort and clarity.
Marketer Bias in Avatars
- Customer avatar development often reflects marketer bias.
- Observed customer traits may be a result of targeted marketing, not inherent preferences.
Pela Case's Evolving Customer
- Pela Case initially targeted "zero wasters", but a larger customer base emerged.
- This "slacktivist" customer cares about climate issues but isn't a hardcore activist.