retargeter resonate-ad optimization deck

Do you know your customers Ins0nctual Persona?

We do, and how to use it to increase CTR in your conversion funnel.

© 1995-‐2010 David W. Fauvre MA & Katherine Chernick Fauvre, FauvreConsul0ng.com

Table Of Contents

•  The ReTargeter Resonate solu0on

•  How ReTargeter Resonate works

•  Ins0nctual Persona Banner Examples

•  An Introduc0on to the three Ins0nctual Personas

•  Ini0al thoughts on pricing

•  Case Studies


Imagine if you could have your banners op0mized to liV conversion rates by leading experts in persona marke0ng and consumer behavior.

Well, now you can with ReTargeter Resonate, a cuWng edge persona alignment and op0miza0on methodology based on over a decade of research into personality type and gene0c temperament.


Why should you use ReTargeter Resonate?

•  Op0mize your banners to appeal to your customers dominant Ins0nctual Persona: Self-‐Preserva0on, Social or In0mate.

•  LiV conversion rates by aligning your conversion funnel with your customer’s dominant Ins0nctual Persona(s).

•  Market be]er by determining the ‘Ins0nctual Persona’ of your most valuable customers.

•  Learn how to increase CTR in your conversion funnel by using ‘trigger’ words that appeal to each Ins0nctual Persona.


What we do to help you market be?er.

First, we will design three banners each of which appeals to a specific ‘Ins0nctual Persona’. Then we run those banners in the award winning ReTargeter network. The banner that has the highest CTR and conversions indicates the dominant Ins0nctual Persona of your customers.

Then, based on these real world metrics, we op0mize your banners and assign an expert to teach you how to align your conversion funnel to trigger the Ins0nctual Persona of the visitors most using your site.

Services like this are tradi0onally only offered to Fortune 500 companies by high end and expensive online marke0ng consultancies. ReTargeter Resonate is designed for small and medium sized businesses and is offered at highly a]rac0ve introductory price point.

© 1995-‐2010 D avid W. Fauvre MA & Katherine Chernick Fauvre, FauvreConsul0ng.com

Each of your customers can be grouped into one of three ‘Ins0nctual Personas’ known as Self-‐Preserving, Social and InDmate.

Research suggests that the three Ins0nctual Personas are gene0cally determined personality temperaments.

We can help you market be]er by aligning your marke0ng efforts with the dominant Ins0nctual Persona buying your products and clicking on your banners.

Most importantly for you, a customer’s Ins5nctual Persona is highly influen5al in determining their consumer behavior and response to your marke5ng.

IntroducDon to the InsDnctual Personas


Banners targeted to the InsDnctual Personas

Self-‐Preserva0on Ins0nctual Persona

Social Ins0nctual Persona

In0mate Ins0nctual Persona

Each of your customers is one of three Ins2nctual Personas: Self-‐Preserva2on, Social or In2mate.


What moDvates the three InsDnctual Personas?

The mo0va0ons of the three Ins0nctual Personas correlate to the basic survival strategies found in the animal kingdom.

Animals either mate for life (InDmate InsDnctual Persona), are part of a herd (Social InsDnctual Persona) or fend for themselves (Self-‐Preserving InsDnctual Persona).

“Your site visitors are unconsciously mo5vated by the same three survival strategies when they travel down your conversion funnel, click on a banner or make a purchase.”

Self-‐PreservaDon Ins0nctual Persona “I am on my own”

Social Ins0nctual Persona

“We need to cooperate”

InDmate Ins0nctual Persona

“You and me together”


How can this help me market be?er?

Over fiVeen years of research has revealed that a customer’s Ins0nctual Persona is highly influen0al in determining their consumer behavior.

If you know your customers Ins0nctual Persona, you can easily predict their response to products, marke0ng campaigns, pricing, banner ads, images and in par0cular, the marke0ng copy in your conversion funnel.

“If you understand what triggers your customers Ins5nctual Persona, you hold the key to improving your marke5ng and liBing conversion rates across your funnel.”


What appeals to each InsDnctual Persona?

Self-‐Preserving InsDnctual Persona: Marke0ng that priori0zes the needs of their body, safety, energy, money or health.

Social InsDnctual Persona: Marke0ng that priori0zes group affilia0ons, brands or their friend’s buying decisions.

InDmate InsDnctual Persona: Marke0ng that priori0zes close personal rela0onships, exclusivity and sex appeal.

Self-‐Preserving InsDnctual Persona

Social InsDnctual Persona

InDmate InsDnctual Persona


Product Summary:

1.  Three sets of banners, each targeted to one of the three Ins0nctual Personas.

2.  Banner refresh to op0mize CTR and conversions every three months.

3.  Analy0cs report on your banners performance in the ReTargeter network.

4.  Persona alignment and funnel walk through with an expert on the Ins0nctual Personas with ac0onable insights to improve your funnels performance.

5.  Language review of your online marke0ng copy to op0mize and align your language, UI(User Interface) and images to appeal to your customers Ins0nctual Persona. Once every 3 months.


Case Study

ScanDigital •  Scan Digital’s Ins0nctual Persona aligned banners consistently

demonstrated trending toward Social and In0mate Ins0nctual Persona in the ReTargeter network.

•  This was crucially important data to improve ScanDigital’s marke0ng. Prior to our assessment, their conversion funnel, unknowingly was using words that trigger Self-‐Preserva0on Ins0nctual Persona, not Social or In0mate.

•  Our sugges0on was to align their conversion funnel to Social and In0mate Ins0nctual Persona to increase CTR and conversions.


Special introductory pricing!

$3,000 for the first three months and

$1,000 a month thereaVer.

or

$10,000 for a one year subscrip0on.

Compara2ve consul2ng by leading persona and conversion funnel consultants

can cost as much as $5,000 per month for a small business site or $80,000 per engagement for high traffic name brand sites.


Thank you!

To learn more or to start using ReTargeter Resonate to liK your conversion rates, please contact us at www.Retargeter.com

Self-‐PreservaDon Social InDmate


Appendix: Categories •  Automo0ve •  Business / Finance •  Conversa0onal Media / Social Media •  Directories / Resources •  Entertainment •  Health •  Kids / Teens •  News •  Real Estate •  Shopping •  Sports •  Technology •  Travel •  Women’s Interest •  Men’s Interest