NIC CLIMER, RAPP DALLAS, DISCUSSES THE PERSONA WITH MEDIAPOST

"“Sally is truly moving the needle for us. She’s responding well to our multichannel campaigns, and we see potential growth in Kevin and Lynn. We’re so happy.” Laptop closes — presentation ends.

As marketers, we take comfort in bucketing millions of individuals into a pretty, little “persona package” that’s easy to make up and explain to clients: Sally, 36 years old, Caucasian, mother of two, shops at Old Navy, likes Taylor Swift and Starbucks, drives a Toyota Camry. Such an approach also allows us to reach for the quick win and create materials that “fit perfectly” into that cookie-cutter persona.

In reality, personas are a marketing crutch — laziness polished into a PowerPoint slide — and the weight they continue to hold amazes me."

Read the full article here.