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Part of my family lives in the United States. Ever since I have lived in Europe, I visit them every 2 to 5 years. There is one interesting thing about visiting a culture you are familiar with but no longer part of. Although you do not really feel your own evolution, you notice funny things in the evolution of the culture you left behind.

All Or Nothing Fads

One of the things I chuckle about is the latest health fad or recommended healthy living style. Every time I visit there is a brand new one everyone is talking about.

I remember when one of my family members came up to me years ago and said he didn’t know what was wrong. He had cramps in his legs.

So I immediately asked him if he had been eating enough salt. And he exclaimed rather strongly, “No, no I cut all salt out of my diet. It’s bad for you.”

There had been widespread salt reduction campaigns in the media at the time. And I remember telling him that his body needs a couple of grains of salt a day, that his war against salt had to leave a little bit left in his diet.

Healthy eating is a balancing act.

Persona Marketing Buzz

This is what flashed in my mind when I read an article yesterday about the choice between Persona Marketing and Target Market Research Marketing.

Oh no, not again. This is yet another all or nothing marketing ploy. Who is making money on this one?

I noticed the buzz word Persona Marketing about a year ago. Personas? What are Personas?

I thought I had lost touch, being out here in the boondocks of France where it usually takes us 20 years to catch up with North American trends.

After a little research I realized Personas are similar to the copywriters technique of identifying the ideal client. It’s just another repackaging job… with a new slant. Except, as usual Americans knew how to take the idea further. Some companies go so far as to create pictures, dolls and animated cartoons with complete living environments of their Personas.

I wonder if they spend more money creating the persona than they do researching it? Then how much money do they spend to update it when their Persona evolves naturally in the future?

Is It A Choice Of Either Or

What stumped me was the author clearly states her choice of Target Market Research over Persona Marketing. Why would a company use one marketing method and not the other? Either Persona Marketing or Target Market Research Marketing.

I have carried out all of my international marketing and sales career based in Europe. This is such total nonsense to me.

International marketing demands experience in both types of marketing. And there it is a balancing act.

For effective international business development you need:

• Hard statistics from Target Market Research to rationalize the risk
• Clear identification and understanding of your international clients through Persona Marketing

In some industries the upper hand might go to the Target Market Research and in other industries it might go to Persona Marketing.

There is no set rule. The balancing act can be delicate.

1. You need to cut out risk. In international marketing there is always risk. Target Market Research gives you figures to rationalize your risk.
2. You also need to reevaluate your cross-cultural communication every time. How else can two foreigners hook up effectively? Cross-cultural communication needs constant attention. Persona Research gives you the real personal touch you need.

An experienced international marketer would actively research to understand any differences in results between Target Market Research Marketing and Persona Marketing. This is where money is lost, through:

• Marketing blunders
• Missed opportunities

Successful international marketing invariably boils down to experience and expertise.

By the way, how can anyone let Dunkin Donuts call their new sandwiches healthy?

And shouldn’t someone make companies put public health warnings on the packaging of food items with twice as many calories as an average adult needs in one day? You know, just like the ones you find on packs of cigarettes.

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Cindy King is a Cross-Cultural eMarketer & International Sales Specialist, aligning businesses with different cultures. She has over 25 years field experience in international business development and helps mid-sized business owners create international business development strategies that shorten time to profitability.

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