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One morning an Upper East Side lady showed up in my office wearing a unique makeup. She later stated that the makeup was inspired by the raccoon she had seen in the backyard of her townhouse the night before. The creature looked so cute that it decided to pay homage with its makeup for the day. As an heiress, she lived in a bubble with few connections with the outside world for most of her life. It fits the ideal customer profile for the brand I was representing at the time. I remember many other unique anecdotes about my customers that fit what is called the "customer avatar".
Defining the customer avatar for your brand is a fundamental step you must take in promoting and selling your product and solution to the right customers. The right customer niche is the one who would get the most benefit from your product and on which your success and business growth depend.
You want to make it clear who is interested in your offer. Trying to sell to the masses or the wrong segment of customers will never get the results you want. Because of this, understanding your customer avatar is fundamental.
An avatar is a hypothetical person who has the same needs, ambitions, passions, and desires as the customer you are trying to reach.
With a defined avatar, it is easier to create ad hoc communication and marketing strategies for your customers. The first step in increasing conversions is getting feedback and connecting with your audience.
In a standard business model, the starting point is a problem that you want to solve with your product and service. In a luxury business model, you start by creating a new universe for the niche destination. By creating a new reality, your high-end brand represents a mediator of transformation and stands out from the crowd.
Don't try to sell to the generic 1% of the population. Be precise: There are sub-niches of luxury customers to choose from among wealthy private customers. Would you like to sell to young and successful entrepreneurs from Silicon Valley, to more mature investors in these companies, or to both? With luxury home furnishings, it is clear that even if both entrepreneurs and investors have disposable income, only investors are interested in silver-plated cutlery, crystal flutes, and certain home accessories.
Related: Why Luxury Goods Could Be The Solution For Fast Fashion
Lifestyle coding as a method for creating customer profiles
If you want a product or service to be successful, you must first become an expert on your customers' lifestyles and a master at embodying their lifestyles in beautifully designed products and services. You need to understand the experiences your customers crave and the people, places, and things that motivate and inspire them.
It's not just a compilation of their demographics with a few key “interests” and “likes” – it's about fully understanding your consumers, how an anthropologist would understand a culture. Once that's established, the point is to fit your brand – not necessarily the product – into that culture so that the brand and products make important contributions to the consumer's lifestyle.
Lifestyle coding means studying the lifestyle of your target niche to discover the profile of your ideal client. For example, if you meet someone who loves racing, then they are likely also interested in stylish auto accessories, classic cars, sailing and racing clubs.
Similar: 5 Tips for Selling Luxury Products on Facebook and Instagram
5 steps to define your ideal customer personality
There are five steps to defining the profile of your ideal customer personality. The better you get to know your target customers, the more opportunities you have to get in touch with them authentically. Get a clear understanding of your niche and know where the customers are and what they are craving. Once you've found the right customers, you can always sell to them.
1. Identify the customer avatar segment
Identify a specific segment, e.g. B. a group of people or a group of companies. For example, a group of people might share the same lifestyle, ambitions, or interests. A group of companies doing similar business could include industries such as private aviation, luxury yachts, and Michelin-starred restaurants. The idea is to come up with an existing customer who is a perfect match for you and develop your customer avatar around that person.
2. Describe the customer avatar in detail
Once you have the segment you want, you need to get as much detail as possible and become an expert in understanding your ideal customers. Capture information like age, gender, income, job title, marital status, location, children, habits, hobbies, and anything relevant to your business.
3. Desires and aspirations
The third step in defining your customer avatar is figuring out what your customers want for themselves and the people around them. Think about how you will help them achieve their wants and goals. Can you give them something that will change their life?
4. Major buying drivers
What is most important to your customers about your product or service? Is it the quality expectation or a feature? Is it the customer service expectations? See who is involved in the purchase decision for the product and what objections they have to purchase.
5. The “before” and “after” state
In the final step, consider how your product or service will change the lives of your customers. What does your avatar experience before and after purchasing your product? How does the ideal customer feel before and after? How has the prospect's lifestyle changed after the purchase?
Once the customer avatar is set up, the branding message should be created based on the needs, wants, and desires of your ideal customers.
A luxury brand does not target their product to the masses, which is why you need to identify a niche segment and target your product towards it. The clarity of the desired result determines the success of your company.
Related: The Rise of Responsible Luxury