Comments on: How Jenny Craig Uses Personas for Successful Marketing

By: Property Man

Property Man — Wed, 14 Jan 2009 04:22:14 +0000

I’m guessing Jenny Craig doesn’t market to my demographic (30’s male); however, I tend to be repulsed by every one of their actors and their commercials. Go figure huh

By: brianm.cc

brianm.cc — Wed, 20 Aug 2008 20:29:48 +0000

I’m sure there was research behind it.

By: Michele

Michele — Wed, 13 Aug 2008 21:56:51 +0000

Audio Bible, I’d recommend you contact the folks at Future Now with help on this. They’re the experts (there’s a link to their “Contact Us” page in my original post).

By: Jeffrey Eisenberg

Jeffrey Eisenberg — Wed, 13 Aug 2008 21:55:17 +0000

Please speak with one of our Authorized Persuasion Architects

By: Audio Bible

Audio Bible — Wed, 13 Aug 2008 13:07:22 +0000

I would love to hire someone to build more persona design into my website but I am unsure who would really be good to use?

By: Michele

Michele — Wed, 13 Aug 2008 04:13:24 +0000

Thanks for the comment, Nick. I’d certainly love to find out if this personal thing happened purely by accident, or if there was a strategy behind the overall campaign. If they pick a Competitive next, I guess we’ll have our answer! And it’s not only personality, but the messaging that goes with it – their copywriter has done an excellent job.

By: Nick Stamoulis

Nick Stamoulis — Tue, 12 Aug 2008 21:52:41 +0000

Great article! Sometimes using personas can prove to be bad a well…it truly depends on who you pick and how they relate to the brand. In this case, Jenny Craig absolutely chose 3 diverse and great people. My wife loves that Queen Latifah is now the face for them — apparently she’s very likable!

By: Michele

Michele — Tue, 12 Aug 2008 19:16:29 +0000

Excellent points, Seattle and Noelle. Authenticity is certainly the key to effective persona use. And choosing an athlete (especially with the Olympics in full swing) who has recently had a baby would be a terrific choice!

By: Noelle Pikus Pace Fan

Noelle Pikus Pace Fan — Tue, 12 Aug 2008 18:39:27 +0000

A competitive persona could be someone like Noelle Pikus-Pace, the world champion skeleton racer. She recently had a baby, which is something many Jenny Craig customers could relate to (having a baby and trying to lose weight afterward).

By: Website Design Seattle

Website Design Seattle — Tue, 12 Aug 2008 15:16:56 +0000

The whole personas in marketing movement makes complete sense if you think about it. To a large degree it’s similar to the idea of social media’s effectiveness in relating to a ‘person like me’.