The 19th Annual Communicator Awards
Kaba Lodging Buyer Persona For Integrated Campaigns – Business to Business
In 2012, Softscribe Inc. leveraged a Buyer Persona Strategy to help its technology clients increase sales.
“Messaging is going micro and visual. If you only have six to eight words to get a message across, how do you know you’re picking the right words? Buyer personas give us a way to break through the noise level. For us, they are a disciplined approach to grab hold of the voice of the customer. We hand-build this into persuasive messaging that captures the buyer’s attention, and stimulates action,” says Julie Squires, Softscribe Inc. CEO.
Kaba Lodging’s Buyer Persona: Kaba locks work. We make sure they do.
Kaba Lodging is a division of a publicly traded security corporation that provides access control solutions to the lodging market.
Based on the buyer persona insights and new messaging, Kaba Lodging launched an integrated marketing campaign that included:
(1) Print advertisements in key trade publications.
(2) New trade show booth graphics and content.
(3) Media releases/advisories and Video.