Part I

Part II

Part III

The rules for marketing have changed. It is more important now than ever to focus not just on demographics, but also psychographics and the values that motivate a customer to buy. When you have a clear picture of who your market is it becomes easier to communicate effectively.

The concept behind Personality Based Marketing incorporates several techniques I’ve mentioned on this blog and elsewhere the past few years. When you match your brand image or personality with that of your consumer, your prospects will take notice. Consider using brand characters to portray the image you desire. Even makers of everyday products can start campaigns that will interest an audience and foster engagement.

It has been suggested that Personality Based marketing techniques are particularly effective in product areas of cosmetics, cigarettes, insurance, and alcohol. The automotive industry has not yet successfully carried out personality based marketing.

I am my business. Fletcher Freelance is just one person, me, Terra L. Fletcher. Of course I work with some really great designers and developers and my clients give me excellent input and feedback, but when it comes right down to it I am Fletcher Freelance. I share some of my life’s story as well as occasional qualms, imperfections, and plenty of pictures of me speaking – where I just plain look funny.

I remind my clients all the time that they “can’t be afraid to let a little personality shine through.” This is especially true in social media. And in small towns. People do business with people they like. 

Share your characters or personality in the comments below.