Improve brand loyalty with personality scoring

Understanding your consumer’s personality can help you target the right products to the right consumers, tailor the layout, text, and colours of your advertisements, and determine the best medium for contact to improve click-through-rate and maximise conversions.

“How can I optimise my marketing technique?” you ask? Well the answer is, first you need to determine your consumers’ dominant personality traits, and then apply this knowledge by tailoring your advertisements and contact methods based on this.

 

With PROFILE’s Big Five personality scores, you can:

·      Determine best channel of communication

·      Determine optimum time for communication

·      Segment customers

·      Tailor and target advertisements

·      Increase CTR

·      Increase conversion rate

·      Improve customer retention and brand loyalty

·      Ultimately save money and increase revenue

 

PROFILE uses psycholinguistics and text analysis of your consumers’ social media posts to generate Big Five personality scores (Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism). These scores are on a scales of 0-10, where 0 is the lowest and 10 is the highest.

Check out these brief examples of how you can use our Big Five personality scores to maximise your marketing success:

 

OPENNESS

Low

·      Dislike change and rarely get emotional

·      They prefer familiarity and trusted brands

·      Target these consumers by highlighting the ease of use and familiar brand, e.g. “The Apple iPhone 6s delivers the same famous technology in a sleek, convenient style. Update your iPhone now with minimum effort through iCloud.”

High

·      Adventurous, adaptable, and creative

·      They appreciate innovative technology and like to buy the latest new thing.

·      Target these consumers by emphasising new features e.g. “NEW iPhone 6s uses innovative technology to provide you with best-in-class features”

 

CONSCIENTIOUSNESS

Low

·      Impulsive and like to challenge rules

·      They prefer ads that target feelings and perceptions and dislike having multiple options

·      Target these consumers by appealing to their emotions e.g. “Get lost in an immersive gaming experience with our Xbox One 1TB Fallout 4 Bundle”

High

·      Organised and appreciate structure and information

·      They like comparative ads and are more concerned with the usefulness or necessity of a product than how it makes them feel

·      Target these consumers with two-sided ads that compare products or services, for example, “Get your hands on an Xbox One 500GB with FIFA for only £229.99, or, if 500GB doesn’t satisfy your gaming needs, upgrade to a 1TB model for only £60 more”

 

EXTRAVERSION

Low

·      Prefer to be alone and follow others’ lead

·      They like to switch brands and are less likely to promote a brand via word of mouth

·      Target these consumers by providing motivation to stay with your brand e.g. loyalty schemes: “get 15% off your next purchase when you spend £30 today!”

High

·      Sociable and adventurous

·      They like to have an amazing social life and have an increased sense of affection for brands

·      Target these consumers by focusing on how your product will enhance or enable your customer’s social activity, such as: “The ultimate wireless speaker can connect to any wireless phone or device, from a large range, to provide a seamless party experience that continues even after the DJ leaves.”

 

AGREEABLENESS

Low

·      Sceptical and self-confident

·      They are concerned with the status and importance of a product

·      Target these consumers by emphasising what is unique and highlighting unusual features, e.g. “Get your hands on our limited edition, rose-gold Apple TV”

High

·      Trusting and like to follow others’ lead

·      They tend to want what everyone else has due to a desire to fit in and please others

·      Target these consumers by making the popularity of your product the focus point, for example: “6million people have already signed up to Spotify, join the community today”

 

NEUROTICISM

Low

·      Relaxed and rarely become irritated

·      They refer informational ads and are more concerned about the usefulness of a product

·      Target these consumers by focusing on what your product will do for them, e.g. “Keep up-to-date with the latest catch up TV, social media, and on demand shows all in one place with our 50” smart TV”

High

·      Risk aware and prone to worrying

·      They worry about money and the cost of a product is of high importance

·      Target these consumers by highlighting the value for money: “50” Smart TV only £199.99 down from £329, for a limited time only. Save today, gone tomorrow!”

 

Contact us for more information about how PROFILE can help you or book a demo here

Author Clare Palmer