When the incubator from a tech powerhouse tapped ARPR to launch its new product, we knew that implementing our Panorama Approach effectively required strong foundational messaging and a keen understanding of target personas. Before ARPR developed an integrated launch strategy, we first needed to create these pillars to drive the marketing plan and achieve the brand’s customer acquisition goals.
ARPR first conducted a day-long discovery session to discuss the consumer needs driving product development, results and feedback from the pilot program, the brand’s vision and more. Based on initial research and testing, the product’s developers identified a core need among several vertical audiences: restaurants, retailers, salons, automotive technicians and local service business owners like plumbers and electricians. Despite all being small business owners and operators, each of these verticals have very distinct needs and habits, so ARPR conducted additional research to determine the core concerns, routines and decision-making habits of each. The resulting persona book identified the unique characteristics of each of these audiences, including their demographics, responsibilities, concerns, frustrations, success metrics and decision criteria.