Understanding who Buyer Personas are is very important for a Food & Beverage agency because, in this sector characterized by a lot of supply and as much competition, it is necessary to focus marketing efforts on an audience consisting of potential customers.
We at Erbacipollina create detailed profiles of your typical customers that we use to design customized food marketing plans, in which the resources at your disposal are best used to achieve the strategic goals you desire.
What are Buyer Personas in Food?
Contrary to popular belief, a Buyer Persona is not simply a description of the target market within the Food & Beverage macro sector but is a comprehensive profile of the ideal customer that includes information regarding:
- Demographic data
- Studies done
- Work they do
- Financial situation
- Interests
- Online and offline behaviors
- Goals
- Fears
- Needs
- Motivations
Having an accurate sketch of the person who may become your buyer allows you to determine what to offer them and how.
Why identify Food Buyer Personas?
Buyer Personas offer in-depth information about your customers, allowing you to identify and empathize with them.
When you can put yourself in the shoes of your ideal customer, you can effectively plan your marketing strategies in such a way that your brand is not only recognizable but also appealing.
Defining Buyer Personas is important because it helps to:
- Engage the right target audience
- Improve the ROI (return on investment) of promotional campaigns
- Optimize lead generation
- Increase conversions
- Increase sales on the food e-commerce or in the physical store
In building our FBBP (Food Brand Building Process), defining Buyer Personas is a crucial step to identifying the right marketing strategy and communication tools.
How to Identify Buyer Personas for Food & Beverage
In over ten years of continuous activity in food marketing, we have developed analytical methods that allow us to define in detail your company’s Buyer Personas or rather Food Buyer Personas.
The food industry targets a huge audience, potentially the entire world population, so we need to identify your specific niche of customers, that group of people who are interested in your products and ready to fulfill their desires by proceeding to purchase.
We act both online, using web research tools and techniques, and offline, interviewing loyal customers, doing surveys, and listening to the experiences of salespeople and those who are in contact with the public.
Once we have collected data and information, we process it to present you with accurate descriptions of potential customers, which will be used to design more refined and effective marketing plans and sales strategies. If you want to find out who your Food Buyer Personas are and implement extremely high-performing campaigns, get in touch with us at Erbacipollina