My girlfriend started her Etsy shop last week and I just wanted to share how we created a Buyer Persona to Represent Segments and drive product creation. She started her business to generate some income while also fulfilling her art fix.
After days of contemplating her artistic visions and her questioning whether people would buy her art, we pulled the trigger and created an Etsy account. Our first step was to think about our product offering and what type of customer we wanted to appeal to.
We agreed her customer are:
- Millennials age 18- 34
- Specifically, females that love art and enjoy decorating their space
- Consumers that use Instagram, Facebook, Tik Tok and Pinterest regularly
We started to delve deeper and think about what motivations these customers would have to buy her art:
- People are spending more time at home now and they’re looking to refine their space
- Customers want something custom/ personal that you can’t buy in-store
- Due to low mortgage rates, lot of new home owners have new walls to decorate
- Christmas is coming up and want a unique and personal gift
After thinking about the demographics/psychographics and motivations of our target customers, we started to think of what products they would like. We wanted to make art that was modern and would appeal to a mass amount of people. We decided to make a modern/ abstract piece that was easy and could be a great art piece on any wall.
Her first listing was- A custom line art drawing of a person/ pet of interest.
There are a lot of competitors in the space, but we are positioning ourselves as a low end market disruptor by offering a better product offering at a lower price point- $15. We figured our customers want a custom, unique artwork for their wall that won’t break the bank. Since our product is only a PDF download, we want to ensure it’s not too expensive for our customer- after spending additional money to print out at CVS and buy a nice frame for their new high-quality print.
Afterwards, we started marketing our product on Instagram and started to measure post/ strategies through Google and Etsy’s analytics. This is the current spot where we are at and will keep you updated in the future, but this is how we used Buyer’s Persona to help buckle down on our product offering and marketing strategies.
Check our her Etsy shop through the link here: https://www.etsy.com/shop/walksonthewildside/