A customer persona is a detailed description of a fictional or representative customer that represents a particular target market segment. The persona is created by researching and analyzing data about customers' demographics, behaviors, interests, motivations, and goals.

The purpose of creating customer personas is to help businesses understand their customers better and tailor their marketing strategies and offerings to meet their specific needs and preferences. By understanding the customer's pain points, goals, and decision-making processes, businesses can create more effective marketing campaigns, improve customer experience, and increase customer retention.

Identifying Customer Personas

Now, let's explore how customer personas can be applied to the marketing strategy of a car subscription business. Here are some steps to follow:

Identify your target market segment(s)

Begin by identifying the target market segment(s) for your car subscription business. For example, you may target busy urban professionals who prefer a hassle-free, flexible car ownership experience.

Conduct research

Conduct research on your target market segment(s) to gather data on their demographics, behaviors, interests, motivations, and goals. You can use various data sources such as customer surveys, social media analytics, online reviews, and market research reports.

Create customer personas

Based on the research findings, create one or more customer personas that represent your target market segment(s). The personas should include information such as age, gender, income, lifestyle, preferences, and pain points.

Tailor your marketing strategy

Use the customer personas to tailor your marketing strategy to the specific needs and preferences of your target market segment(s). For example, if your customer persona is a busy urban professional, you may want to emphasize the flexibility and convenience of your car subscription service.

Personalize your offerings

Use the customer personas to personalize your car subscription offerings. For example, you may offer different subscription plans based on the customer's driving needs and preferences.

Example Customer Persona

Let's say that the car subscription business is targeting environmentally-conscious urban professionals who value convenience and flexibility. Based on market research, the business has identified that this target market segment typically consists of individuals between the ages of 25-40, who have a higher income, and are interested in reducing their carbon footprint.

The business can use this information to create a customer persona that represents this target market segment. The customer persona may look something like this:

Name: Sarah
Age: 32
Occupation: Marketing Manager
Income: $80,000
Location: Urban
Lifestyle: Environmentally-conscious, busy, values convenience and flexibility
Goals: Reduce carbon footprint, save time, avoid hassles of car ownership
Challenges: Limited parking in urban areas, concerns about environmental impact of car ownership

With this persona in mind, the car subscription business can tailor its marketing strategy to meet Sarah's needs and preferences. For example, the business can highlight the environmental benefits of car subscription services, such as the ability to choose a low-emission or electric vehicle. The business can also emphasize the convenience and flexibility of the service, such as the ability to easily switch to a different vehicle or pause the subscription when not needed.

Additionally, the business can personalize its offerings to match Sarah's preferences. For example, it could offer a subscription plan that includes access to charging stations, or a plan that allows Sarah to choose a vehicle with a particular level of emissions.

Typical Customer Personas

While car subscription remains an emerging and evolving new opportunity, there are already typical customer personas that can be widely considered for any new car subscription provider.

1. The Urban Commuter

The Urban Commuter is a busy city dweller who needs a car for daily commutes and occasional weekend trips. They are likely to be between the ages of 25-45, have a moderate to high income, and may not have the space or desire to own a car. They value convenience and flexibility, and are likely to be tech-savvy.

For example, let's say the car subscription provider offers a subscription plan that includes access to a range of fuel-efficient vehicles, such as hybrids or electric cars. They could also offer flexible plans that allow the Urban Commuter to pause or change their subscription based on their changing needs.

2. The Luxury Seeker

The Luxury Seeker is a customer who values high-end cars and is willing to pay a premium for them. They may be older and have a higher income, and may be looking for a way to regularly drive a luxury car without the commitment of ownership. They value comfort, style, and status.

As an example, the car subscription provider could offer a premium subscription plan that includes access to a range of luxury cars, such as BMW, Mercedes, or Audi. They could also offer additional perks, such as free car washes, maintenance, and detailing.

3. The Family Driver

The Family Driver is a customer who needs a car for family transportation, such as school drop-offs, grocery runs, and weekend activities. They may be between the ages of 30-50, have a moderate to high income, and have multiple people in their household who need access to a car. They value safety, space, and reliability.

As an example, the car subscription provider could offer a family-friendly subscription plan that includes access to a range of spacious and safe vehicles, such as SUVs or minivans. They could also offer additional features, such as car seats or entertainment systems.

4. The International Visitor

The International Visitor is someone who is in a country for an extended period of time, such as for work or study, and needs a car for transportation during their stay. They may not be eligible for finance or a loan to purchase a car, and may not want to deal with the hassle and expense of renting a car for an extended period of time. They value convenience, flexibility, and affordability.

As an example, the car subscription provider could offer a long-term subscription plan that allows the International Long-Term Visitor to have access to a car for the duration of their stay, whether it's several months or a few years. The provider could offer a range of vehicles to choose from, and could include features such as insurance, maintenance, and roadside assistance.

5. The Business Owner

The Business Owner is someone who owns a business and needs a car or a fleet of cars for their operations. They may have fluctuating demand for vehicles, depending on the nature of their business and may not want to commit to long-term leases or purchases. They value flexibility, scalability, and affordability.

As an example, the car subscription provider could offer a business subscription plan that allows the Business Owner to have access to a fleet of cars that can be scaled up or down based on their existing demand. The provider could offer a range of vehicles to choose from, and could include features such as insurance, maintenance, and roadside assistance. The provider could also offer flexible payment options that allow the Business Owner to pay based on their usage or demand.

6. The Financially Savvy

The Financially Savvy is someone who understands the financial opportunity that car subscription provides. They may see the value in avoiding the financial burden of buying or leasing a depreciating asset like a car, and instead prefer to invest their money elsewhere. They value financial flexibility, affordability, and convenience.

As an example, the car subscription provider could offer a subscription plan that provides the Financially Savvy with access to a range of vehicles at an affordable cost. The provider could offer flexible payment options, such as pay-per-use or monthly subscription fees, that allow the Financially Savvy to only pay for the time they use the vehicle. Additionally, the provider could offer features such as insurance, maintenance, and roadside assistance to make the subscription even more valuable.

7. The Future Finance Customer

The Future Finance Customer is someone who is on a path to purchase a car but is not currently in a position to buy. They may be on work probation and not eligible for finance currently, or they may be saving up for a down payment or waiting for their credit score to improve. They value convenience, affordability, and the ability to test out different types of vehicles.

As an example, the car subscription provider could offer a subscription plan that provides the Future Finance Customer with access to a range of vehicles at an affordable cost. The provider could offer flexible payment options, such as pay-per-use or monthly subscription fees, that allow the Future Finance Customer to only pay for the time they use the vehicle. Additionally, the provider could offer features such as insurance, maintenance, and roadside assistance to make the subscription even more valuable.