target groups
target groups and personas
We have a broad customer base that spans different ages, backgrounds and interests. To get a grip on them and understand them better, we have divided our customers into ten different target groups.
Each target group has its own needs, preferences and challenges, which we take into account when designing our marketing strategy, among other things.
A persona is a fictional character that represents one of our target groups and has specific characteristics, goals, needs and challenges. By creating a persona for each target group, we can gain a deeper understanding of who our customer is, what they need and want.
our target groups
It is of course possible to divide our customer base into other or more target groups than the 10 we have chosen. The target groups we choose to focus on and our understanding of them is a process that evolves over time. The ten we have chosen to focus on right now are those with whom we have had the most contact over the years that we have been operating.
These ten target groups we have further described by creating personas: one persona for each target group.
But we also know that customer behaviours and preferences can change over time, which may mean it is necessary to revise and update personas and target groups. It is therefore an ongoing process to identify, segment and describe target groups to best meet customer needs, and when this happens you will find that we have updated the information on this page.
how you can use this information
Using the information about personas in your marketing can help you create more relevant, personalised and effective campaigns. Having a good understanding of your customers’ preferences, behaviours and challenges can help you create a marketing strategy that reaches the right people at the right time on the right channel.
Here are some ways to use the information about personas in your marketing below:
Create customised messages
Create customised campaigns
Create a personalised experience
By having a clear picture of what each persona wants to achieve, what their challenges are and what is important to them, you can create customised messages that resonate with each persona.
By using the tone and language that suits each persona, you can increase the chances of them taking on board the message.
For example, if you’re creating events aimed at a specific target audience, below are some of the things they value that you can emphasise when targeting them.
By targeting adverts and content to each persona’s interests, you can increase engagement and the likelihood of them choosing our service again and again.
For example, if you create a boosted advert on instagram aimed at a specific target group, below you have some of what they value that you can consider when choosing the image and writing your post.
This could mean offering personalised recommendations or tailor-made offers to suit each person’s needs.
For example, if you’re targeting a group, it’s worth keeping certain things in mind when crafting your message.
our personas
The Svensson family
Family-focused: They prioritise family experiences, spending quality time together and making memories.
Safety conscious: They are concerned about their children’s safety and appreciate companies that take safety measures seriously.
Nature enthusiasts: They love exploring scenic views and nature.
Convenience seekers: They value flexible, convenient and hassle-free experiences and appreciate the ease of booking online with KAYAKOMAT.
Experiences: They prioritise experiences over material goods and are eager to try new activities.
Quality family time: They prioritise activities that allow them to bond as a family and make memories.
Organised: They appreciate clear rental information, a single booking process and the ability to book late at night.
Adventurous: They look for low-impact physical activities that offer excitement and challenges for the whole family.
Appreciative: They are grateful for rental services that cater to families, including equipment for children and extra services like guided tours.
Björn, the sportsman
Thrill-seeking: Björn is a thrill-seeking sports enthusiast who is always looking for the next big adventure or challenge.
Active lifestyle: He has an active lifestyle and enjoys physical activities, making kayaking a perfect solution for him.
Convenience: Björn values convenience and appreciates the ease of use of the online booking service offered by KAYAKOMAT.
Flexibility: He appreciates the flexibility of the service that allows him to book at any time and have the kayak ready early in the morning.
High-quality equipment: He was impressed with the high quality equipment provided by KAYAKOMAT, which made his experience even more enjoyable.
Love of the outdoors: Björn enjoys being outdoors and exploring the world around him, making kayaking a perfect activity for him to do so.
Early riser: He is an early riser and likes to start his day with a workout, which kayaking provided him.
Nature lover Carin
Nature enthusiast: Carin loves being outdoors and exploring nature, making kayaking the perfect activity for her.
Organic encounter: Carin heard about KAYAKOMAT through friends, which indicates that the company has a good reputation and is trusted by others.
Easy-to-use booking service: Carin was impressed by the clear rental information and the variety of equipment options available through KAYAKOMAT’s online booking service.
Easy to book: Carin was able to book a rental quickly and easily and was impressed with the quality of the equipment she received.
Immersive experience: Carin had a great time paddling and exploring the local waterways, immersing herself in the beauty of nature and enjoying the peaceful surroundings.
Sharing the experience: Carin brought her closest friends along to share the experience with them.
friends
Friendship and togetherness: Friends are all about making the most of their time together and trying new activities.
Flexibility: They love being able to have fun adventures whenever and wherever they want.
Easy to book: Thanks to KAYAKOMAT’s online booking service, Los Amigos can easily book equipment for the whole group, whatever the time.
High-quality equipment: The high-quality kayaks and SUP boards offered by KAYAKOMAT guarantee that Los Amigos will have a great experience on the water.
Clear rental information: Los Amigos were impressed with the clear rental information and equipment options offered by KAYAKOMAT.
Memorable experiences: Paddling and exploring the local waterways together is a fun and unique way for Los Amigos to spend time together and create new memories they will never forget.
Filippa, the Fitness girl
Adventurous: Filippa loves to try new things and is always looking for new adventures.
Active and fitness-focused: She is interested in fitness and loves to find new forms of exercise.
Discovered KAYAKOMAT: Filippa discovered KAYAKOMAT through her social media feed and was eager to give it a try.
First time kayaking/SUP boarding: Despite her nervousness, Filippa was determined to try kayaking/SUP boarding for the first time.
Challenging start: Filippa initially struggled with the technique, but with the help of friendly kayakers, she quickly got the hang of it.
Full body workout: Kayaking gave Filippa a full body workout that she loved.
Exhilarated: Despite being exhausted, Filippa was exhilarated by her kayaking experience.
Loyal customer: Filippa quickly booked another hire and has been a loyal customer ever since, making kayaking a regular part of her exercise routine.
Edouard, the explorer
Adventurous spirit: Edouard is an adventurer who loves to explore new places and challenge himself.
Convenient booking: The easy-to-use online booking service offered by KAYAKOMAT makes it easy for Edouard to plan his next solo adventure.
Clear rental information: Edouard was impressed by the clear rental information and equipment options available on the KAYAKOMAT website, which made it easy for him to book a rental.
Solo paddling adventures: Edouard enjoys solo paddling and appreciates the ease of booking his equipment through KAYAKOMAT.
Exploring local waterways: Edouard had a great time paddling and exploring the local waterways, taking in the sights and sounds of nature.
Camping opportunities: With his tent in tow, Edouard was able to camp for the night on an island he discovered while exploring, bringing a new level of adventure to his paddling experience.
Extend the rental: Edouard liked that he could easily extend his rental by calling the local KAYAKOMAT operator, giving him the flexibility to stay out on the water as long as he wanted.
Returning customer: Edouard was already planning his next adventure with KAYAKOMAT before he had even paddled back, showing his satisfaction with the company and its services.
Pedro, the paddler
Experienced paddler: Pedro has been navigating the water for over ten years and has extensive knowledge of kayaking and rafting.
Adventurous: Pedro is always looking for new and exciting adventures on the water.
International traveller: Pedro often travels to experience new bodies of water.
Convenient booking: With KAYAKOMAT’s online booking service, Pedro can easily book equipment in different countries.
Self-service: The convenient self-service offered by KAYAKOMAT makes it easier for Pedro to go on the water without any problems.
High-quality equipment: KAYAKOMAT offers a wide range of high-quality kayaks and SUP boards, ensuring that Pedro always has a great experience on the water.
Spontaneous experiences: The possibility to reserve equipment at any time makes it easier for Pedro to plan spontaneous kayaking trips.
Anna, the busy one
Busy lifestyle: Anna has a hectic schedule that makes it difficult to find time to relax.
Need for relaxation: Despite her busy lifestyle, Anna values relaxation and takes breaks when she can to recharge.
Tired of routines: Anna is tired of her daily routine of just walking or jogging in the park and longs for something different.
The discovery of KAYAKOMAT: Anna was delighted to discover KAYAKOMAT as a solution to her need for relaxation and nature, while still being in the city and keeping it short and efficient.
The convenience of online booking: Anna was impressed by how easy it was to book a SUP board through KAYAKOMAT’s online service, with clear rental information and equipment options.
Relaxing on the water: Anna had a great experience on the water, feeling the calmness and peacefulness as she lay on her back looking at the sky from her SUP.
Amazing surroundings: Anna was able to take in the amazing surroundings and appreciate nature, which was an important part of her relaxation. Already planning her next adventure: Anna was already planning her next SUP adventure with KAYAKOMAT, emphasising the positive impact it had on her relaxation and energy levels.
Work colleagues
Bonding and having fun as a team: Working friends place great importance on bonding and having fun together. They believe this helps them get to know each other better and become a cohesive team.
Spontaneous adventures: They love the idea of spontaneous adventures that allow them to get out of the office and experience something new together.
Physical activity: Workmates see physical activity as an important aspect of their outings. They want to exercise while socialising with their colleagues.
Relaxation and re-energising: The manager and the CFO see the outings as an effective tool to relax and re-energise their colleagues.
Cost-effective: The CFO appreciates the cost-effectiveness of these outings. They provide many important benefits at a low cost.
Convenient online booking: The workmates turn to KAYAKOMAT for their water-based excursions because of the convenient online booking service. They can easily book kayaks or SUP boards for the whole group, at any time of the day.
Self-service rental: The self-service option provided by KAYAKOMAT makes it easy for the workmates to enjoy their day on the water without having to deal with any hassle.
High-quality equipment: Workmates appreciate the high-quality equipment provided by KAYAKOMAT
Anytime, any day: 24/7 rental allows colleagues to plan their outings at any time, regardless of their working hours.
teresa, budget-conscious tourist
Affordability: Teresa is always on the lookout for affordable and budget-friendly experiences, making affordability an important factor in their decision-making process.
Convenience: The budget-conscious tourist values convenience and wants a hassle-free experience, making online booking and self-service rental options a big plus.
Quality: Despite their budget-conscious attitude, Teresa still wants high-quality equipment and appropriate safety measures.
Round-the-clock availability: The budget-conscious tourist appreciates the flexibility and convenience of round-the-clock availability, allowing him or her to plan their water-based adventures at their convenience.
Memorable experiences: Teresa wants a fun and memorable day out and wants to make the most of their holiday budget.
Budget-friendly: The budget-conscious tourist is always looking for ways to stretch their travel budget without sacrificing quality experiences.
Self-service: Teresa appreciates the simplicity and efficiency of self-service rental options, allowing them to save time and money.
