August 2018
Getting started with buyer personas
By Ryan Middleton, Generation Next Governor at Large
Muncie Power Products Inc.

There is no doubt that marketing has changed over the last five, 10, and 50 years. Everything from the rapid advancements of technology to the changing psychology of the everyday buyer plays a key role in marketing’s evolution. One of the ways we have seen it vastly change over the last 10 years is the way we segment our audience. For years, marketers relied on having a handful of target audiences that they could use to tailor marketing campaigns. For example, you might primarily target mid-level managers who work for companies that bring in at least $5 million in annual revenue and operate within the work truck industry. This is a perfect example of a target audience. You look at the shared characteristics of a segment of companies, or individuals, and then tailor your marketing to that group. While this is a great starting point, I want us to think beyond that.  Full story
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Stephen Uszak, Chelsea Products Div of Parker (Olive Branch, Mississippi) recently joined Generation Next.

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