Assignment 6: Sales And Marketing – Brand Personas

  around 2 pages total. No Plagiarism. Due in 12 hours. Review the Brand Personas descriptions (link below).  As the sales leader in your community, describe your strategy to sell your product to each of the three prospects.

  • What are the common features you can sell to each?
  • What are the unique features you can sell to each?
  • What might be your biggest challenges in selling to each?

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Brand Personas

#1 Senior:

“I know I can’t live on my own anymore, but I don’t want anyone telling me what I can or can’t do.”

Betty is an 83-year-old grandmother who has lived alone since her husband died three years ago. After two major falls in the last year, and some difficult conversations with her daughter about the future, she has made the tough, emotional decision that she can no longer live by herself in her current home, and needs to start seriously looking into alternative options.

Her daughter has done some online research and given her a list of senior living communities in their area that they are both going to look at.

This is the hardest decision Betty’s ever had to make, and it is filled with a lot of emotion. She’s leaving behind a home where decades of memories were made. She is afraid that she’ll be giving up her independence and having to live her life on someone else’s terms. She feels tension with her daughter, who Betty thinks is driving the process a little too fast. And she’s concerned about the cost of a senior living community – what if she can’t get that type of money in the sale of her home? Worst of all, she’s worried she will end up somewhere that doesn’t ever really feel like home to her.

Barriers

· Doesn’t want to “admit defeat” of not being able to live on her own

· Doesn’t want others to make choices for her

· Doesn’t know how to truly evaluate the different senior living option

· Needs to sell her house prior to moving

Top Selection Criteria

1. Location

2. Staff/Resident Interactions

3. Environment/Accommodations/Amenities

4. Activities/Lifestyle

5. Value for Money

Wants/Needs in Decision Making Process:

· The ability to talk to someone on the phone, and review printed materials

· A focus on the choices she will be able to make/control – choice of accommodations, activities, dining, etc.

· Attentive and engaging staff who interact directly with her (not just her daughter)

· An environment that feels comfortable and inviting

· Residents she feels she can connect with

Associated Emotions

· Fear of losing independence

· Lack of control

· Sadness/Loss

· Frustration

· Excitement

#2 Adult Child:

“I want to be confident that my mom is safe and happy.”

Amy is a busy working mother of two high school-aged children. While her parents live halfway across the country, she has always made spending time with them a priority. Amy’s dad passed away recently, and Amy is becoming worried about her mom.

Amy’s mom is relatively active and still has a couple friends in her neighborhood, but she seems to be spending a lot of time alone in her house and is not getting out as often. Amy’s concerned she’s becoming isolated and that the full life she has always live is becoming small and lonely. As an only child, Amy’s feeling a lot of stress and responsibility to help make her mom’s life more enjoyable. Amy has begun exploring senior living communities that are in close proximity to her home. She’s feeling a little overwhelmed trying to evaluate all the different options, and is worried about making the wrong decision. She’s also very concerned about broaching the subject with her mom, and getting her to consider this option.

Barriers

· First time playing the “parent” role — doesn’t want to violate her mom’s sense of control

· Doesn’t know exactly what her mom needs in a senior living community

· Doesn’t know how to evaluate the different senior living options

· Doesn’t know how to approach the subject with her mom

Top Selection Criteria:

1. Location

2. Cost

3. Trust in the Staff

4. Environment/Accommodations/Amenities

5. Activities/Lifestyle

Wants/Needs in Decision Making Process:

· Responsiveness — ability to get information quickly and questions answered in real-time

· Online reviews and testimonials

· Tools to assess needs and easily compare and evaluate options

· Advice on broaching the subject with her mom

· Someone who actively involves her mother in the decision-making process

Associated Emotions:

· Guilt

· Confusion

· Stress

· Responsibility

#3 Younger Seniors:

“We want to stay as active as possible, but have some reassurance for what the future might hold.”

Sandra is a 75-year-old grandmother. While Sandra retired years ago, her husband, also 75, is still doing some part-time consulting work. Unlike their parents, they don’t see retirement (or semi-retirement) as a time to slow down, and they keep very busy socializing with family and friends, traveling, and attending arts and cultural events. John has developed some health concerns that have made it more difficult for them to maintain their suburban home.

Sandra and John are considering a move to a more modest residence, that is still close to their family. They are looking at some condos, but are also considering looking at senior living communities in the area. They have friends who just made the move to a senior living community, and were very surprised to see what was offered in terms of accommodations, amenities, and activities. Contrary to their original perceptions of senior living, it seems like an option that might allow them to maintain their independent, active and social lifestyle, yet also give them the added assurance of additional care in the future if John’s health continued to deteriorate.

Barriers:

· Lingering misperceptions about “retirement living”

· Some concern over what living in a senior living community might say about them

· Need for continued independence and control over their desired lifestyle

· Uncertainty over their long-term health needs

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Top Selection Criteria:

1. Activities/Lifestyle

2. Location

3. Environment/Accommodations/Amenities

4. Staff and Residents

5. Value for Money

Wants/Needs in Decision Making Process:

· Need to see themselves in the organization’s communications (website, collateral, etc.)

· Want a quick sense of lifestyle (activities, accommodations, residents, technology offerings)

· Online tools. But also the ability to talk to a person

· Engaging staff who put their desires and needs first

Associated Emotions:

· Young at heart

· Proactive

· Optimistic

· Skeptical