Data Driven Persona Marketing

Persona Marketing 101

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The key to successful marketing? Understanding the audience, including its unique personas – the types of people who buy your product or service. Personas optimize your campaigns:

• Improve advertising efficiency
• Provide clear creative direction
• Create emotional connection
• Drive high ROI
• Help close sales

You may have an audience of 10 million, but only six distinct personas.  Some marketing groups use pre-canned personas and apply them to all their clients. We do the opposite, creating Discovered Personas that are unique to each client.

By analyzing primary interests and many other variables – purchasing style, demographics , conversation, and more – we can assign an individual to a very specific persona group. For example, some marketers may lump all cyclists together in an “Outdoor Enthusiasts” persona. We dig deeper to discover that the cyclists your brand appeals to also love bbq ribs, listen to early 70s rock, attended East Coast boarding schools, travel every year to Europe, and smoke cannabis. By honing in on specific personas, we greatly improve your rate of success.

Most marketers stop after gathering basic demographic data about generic personas. We take this several steps further, delving deep to determine the spaces your personas intersect. We call these intersections the Persona Nexus.

Zeroing in on these Nexus points provides you the exact market segment to target for maximum resonance and optimal conversion rates.

Clear personas and nexus points are the springboard for effective marketing. With this information, you are empowered to make impactful creative decisions and launch highly targeted advertising campaigns across channels your customers frequent.

“Using personas can drive results such as a 28% higher campaign response rate, 2-3 month shorter sales cycle, and 25% increase in marketing influenced revenue” –SiriusDecisions

Webinar Recording: Oniracom CMO, Mike Wald + InMarket Webinar

Anatomy of a Hyper-Successful Ad Campaign: How an Emerging Brand is Outpacing its Legacy Competitors

Our tech partner and friends at InMarket hosted our CMO, Mike Wald and local Santa Barbara company, ProYo's VP of Marketing, Mike Fransz on a great webinar this week! They discussed the ever changing and extremely cluttered grocery brand industry which is dominated by category giants who have been deploying huge ad budgets both in and outside of the store for years, giving them strong customer awareness and market penetration.

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For ProYo, an emerging brand in the frozen dessert space, the reality is that every single dollar spent on consumer engagement must track back to sales and show a positive ROI.

Through targeted, effective and actionable media, brands like ProYo can deploy location-based digital advertising campaigns that have a powerful and measurable impact on real-world sales.

In this webinar, ProYo and Oniracom dissect how they took on goliath brands in a competitive space with the help of their tech partner inMarket.

Listen below to these speakers share their knowledge from all three perspectives as they examine how this campaign impacted sales in various markets — while also discussing the modern shopper marketing landscape and how mobile can level the playing field for challenger brands. 

Listen to the webinar recording below!

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Learn more about InMarket can do for your business. Click here to find where you can purchase ProYo at your local grocery store! Don't miss out on the ProYo local story as a growing business here in Santa Barbara, CA.

Oniracom helps client ProYo Scoop Up Market Share

ProYo Scoops Up Market Share With Location Data-Infused Marketing Strategy
by Allison Schiff // Monday, November 27th, 2017 – 12:35 am

“The frozen dessert area is one of the most cutthroat spots in the whole store,” according to Mike Fransz, ProYo’s VP of marketing.

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ProYo, a challenger brand that sells high-protein ice cream, faces three primary marketing challenges: generating awareness in a crowded market, driving foot traffic to the aisle and standing out from a growing pack of specialty ice cream brands.

Location-based targeting ticked all three boxes.

ProYo and its agency of record, Oniracom, partnered with inMarket, a beacon and location data provider, to bolster an omnichannel campaign that aimed to boost product discovery, foot traffic and trial.

“We’re not about tossing up a billboard and hoping people see it,” Fransz said. “We turned to digital as a relationship-building tool. We don’t just want people to find our product, we want them to try it.”

InMarket’s software development kit is integrated into around 700 apps reaching roughly 50 million active mobile devices in the US. The company uses the data from its first-party integrations to identify and target consumers who are likely to be receptive to a message based on their movements in the real world over time.

In ProYo’s case, that meant finding health-conscious people who had expressed an interest in or love of ice cream on social media and who had a propensity for shopping at retailers that also stock ProYo. The campaign was live nationally in more than 1,100 retail locations.

Using inMarket’s knowledge of store visit patterns, ProYo was able to segment potential consumers and hit them with messaging right before they were likely to go on their next shopping trip.

“It was valuable for us to be able to target people by looking at their pre-purchase behavior in popular shopping list apps, recipe sites or when they’re reading about a product like ProYo,” said Oniracom CMO Mike Wald. “That helped tee up ProYo before the store visit.”

With ProYo hopefully on their mind when they enter the store, members of the target audience received push notifications on arrival from one of the shopping apps integrated with inMarket that emphasized the product’s selling points, such as the the fact that it’s high-protein, gluten-free, low in fat and other details likely to appeal in an attempt to drum up sales without necessarily having to offer a discount or a coupon at the outset.

But reaching people in the right frame of mind when they’re in an appropriate location and intend to buy – “all of that requires a variety of integrations and accurate data sources,” said inMarket CMO Cameron Peebles.

“A lot of the timeliness and accuracy issues you see in the space is because the data isn’t always-on or isn’t collected through direct integrations,” Peebles said. “The quality of the data has to be first-party-validated by multiple data points.

“That way you’re not just saying, ‘Someone is likely here.’ Rather, you know who a person is and what they’re doing in that moment, so you can communicate with them in a creative way that drives action.”

The ProYo campaign tapped a combination of location-based data points through inMarket to verify store visits, including beacon data, GPS and Wi-Fi signals and data gathered through inMarket’s SDK footprint.

Brand awareness of ProYo increased by more than 21% and purchase intent among target shoppers more than doubled. The clickthrough rate on ProYo’s pre-shopping messaging was 4.47%, well above industry benchmarks.

“You can have the greatest data out there, but if it’s not actionable, then you’re wasting or missing an opportunity with your consumer,” Fransz said. “But by understanding the data, the timing and consumer shopping trends and habits, our ad space became that much more valuable and that much more likely to have an impact.”


How to Add Custom Font to your Squarespace Site

One of our most frequent projects for clients is website building. Our building and hosting platform of choice is Squarespace because it is super efficient and, of course, the templates are gorgeous. The only downside of having such superior design is that it is a lot more rigid in comparison to Expression Engine or Wordpress.

Recently, a client asked for a custom font on their new website, which isn't an option within the Squarespace design. Luckily our Squarespace smarty-pants Will found a hack! And it's surprisingly straight forward. 

Check it out... and happy website building! 

Step #1: Locate your font and make sure it's formatted.

In order for your custom font to be displayed, it needs to be in the right formats. Many fonts you can download online already come as webfont (three separate file types that define and format font for web usage) but most are only .tff files.

You need three separate font files in these formats: .tff, .eot, and .woff. 

If you only have one of those file types, you can use a Webfont Generator which will convert your single file into the three types you need. Just download the files and put them into a folder. 

Step #2: Upload the font files to Squarespace. 

In Squarespace, go to the page you want to modify. Click through Design > Custom CSS. 

At the bottom of the code injection window, there is a button that reads "Manage Custom Files". Click that button and upload the 3 font files. 

Step #3: Inject Code

Copy the following code and paste it into the code injection window.

Make sure to replace FONTNAME with the name of the font as it is labeled. Leave the quotes.

Remove FONTURL and replace it by clicking on the filetype in the Manage Custom Files window. Make sure you remove the "http:" before each url. 

@font-face {
    font-family: 'FONTNAME';
       src: url('FONTURL.eot'),
    font-weight: 400;

The next part is tricky as the name for different parts of the website vary from template to template. The code below should replace all the text font across the entire website.

The first part of code changes the navigation and page content text to your font. The second part changes the tag line under the site header.

#header * {
   font-family: 'FONTNAME';
   font-weight: 400

 #header .site-tagline {
    font-family: 'FONTNAME';
    font-weight: 400;

You can also change specific header fonts by replacing the asterisk* with "h1" for heading 1 and so on. As I mentioned before, names for different parts of the website vary based on the template. So, if any of the code above fails to change anything, you might have to look up the correct names on Squarespace's support site.

After you've put the code in correctly, your custom font should now be displayed across the site.

Earth Day 2017

Since Oniracom's inception, a major part of our practice as a company is being environmentally friendly. As a result, we are big supporters of Earth Day and several other sustainability projects. This weekend marks our 7th Santa Barbara Earth Day collaboration with the Community Environmental Council.

For many companies the cost of going green can put some places out of business, but as more businesses join the movement, it is becoming easier. The market for environmentally friendly products has skyrocketed over the last decade. Consumers have become much more aware of their negative impact on nature and are choosing sustainable products more often every day. 

At Oniracom, we strive to be as environmentally conscious and sustainable as possible. We reduce our use of plastics by utilizing water bottles and tote bags. We encourage each other to walk or bike to places close by as well as carpooling to further locations. Ultimately, we all benefit from the peace of mind we experience by doing our part in improving and preserving our environment.

Oniracom Presents a new logo for Data Hardware Depot!

Our in-house lead designer, Keir DuBois recently helped upgrade and refresh the color scheme and design for Data Hardware Depot's logo. They decided to move away from using their full company name by shortening it to DHD. They wanted to make the letters green with the "H" standing out to emphasize their focus on hardware products, and tie in their environmental connections with color. 

Ping pong paddle branded with DHD's newly designed logo. 

Ping pong paddle branded with DHD's newly designed logo. 

DHD provides refurbished communications network infrastructure equipment, as well as a suite of Professional Services to manage all of your forward and reverse logistics, asset recovery projects, and de-installation needs.

Photo Shoot Mondays - Santa Barbara Bar

Mondays don’t typically have the reputation for being the best day of the week, but yesterday, we had a great day! Oniracom spent all day with our new client, the Santa Barbara Bar, to do a lifestyle photo shoot in the beautiful Santa Barbara. Working with the talented photographer Lexus Gallegos, we are creating a campaign for the tasty and nutritious bars. We are excited to be working with this amazing bar brand that’s local to our hometown!

Santa Barbara Bar founder, Peter Gaum has owned a wholesale bakery in Santa Barbara for 20 yeas. He created the bars as a delicious and healthy snack for friends and family, but it has turned into a local phenomenon, taking the area by storm. Not only are the bars full of flavor, but they are also gluten-free, a good source of protein and fiber, and contain no added soy protein of refined sugars. Right now there are three flavors: Coconut Almond, Peanut Chocolate Cherry, and Cranberry White Chocolate. We thank Santa Barbara Bar for stocking Oniracom full of these delicious bars, because we can’t stay out of the kitchen!

Check out the Santa Barbara Bar website here to see where you can find the bars-in store (or order online). Below are some of pictures from our photo shoot, check them out!