The 4 'A's of Marketing to Different Personality Types
Out of the seven billion people on this Earth, no two human beings are the exact same. All people, depending on where they were raised or their personal experiences, have different factors that influence their behavior and uniqueness. Because there are countless factors contributing to their complexities, labeling humans is difficult.
Although it is impossible to completely categorize human beings entirely, there are similarities that group them. There are many ways to segment humans into groups, but grouping people by personality type can be helpful.
Understanding the four primary personality types can provide marketers with an understanding of consumer tendencies, how to reach them, and their receptivity of a campaign. Segmenting and thoroughly knowing the audience helps personalize content and create engagement and purpose with every single interaction.
Read Related - How Marketers Use Data to Personalize Ads
The Four A’s:
Amiable
Attentive
Analytical
Assertive
Assertive
Assertive people are independent, results-driven, goal oriented and competitive - in other words - Type-A people. Part of being this persona is having a heavy focus on efficiency. If a product fails to create any value or competitive advantage, then the product is useless.
The best way to market to these consumers is to show them the company’s benefits compared to a competitor. Preparedness, professionalism, and a quick/simple pitch are imperative when winning them over. Informing them as opposed to appealing to their emotional side should increase engagement.
Amiable
Amiable consumers need the constant assurance of trust to build a client relationship. They value consistency and reliability over time. Amiable consumers are typically excited by people and new challenges and have a knack for a creative imagination, but they do not tend to act quickly and can lose interest quickly.
When marketing to them, be as exciting as possible. Act as a guide throughout the buying process and leave out unnecessary minor details. Amiable people only care for the big picture or most cutting edge trends. Let them know how this product or service can further influence their social interactions. Providing extravagant customer experiences may gain their attention.
Read Related - Marketing a Brand Experience is the Key to the Consumer's Heart
Attentive
Attentive consumers are expressive and care about the wellbeing of others. They are creative, outgoing, and relationship-focused like amiable consumers, but are deliberate and detailed like Assertives.
A perfect approach to cater to these highly sympathetic but fact oriented people are case studies and testimonials. These offer a more personal, trusting background backed by first-hand accounts. Use testimonial videos to focus on the positive customer features instead of any life-altering possibilities, since attentive people are resistant to change.
Analytical
Unlike Attentive and Amiables who are more people-based, Analytical consumers rely on data, facts, and figures when making decisions. Like Assertive people, they appreciate deadlines and detail, but like amiable people, they are slow to making decisions. Analytical consumers tend to conduct thorough, well thought out research - making them the most logical and cautious decision makers.
Advertisements to Analyticals should be layered with content containing facts and figures. Numbers speak to them above all else.
Make it a Combo
Personalities are tricky, and, because not every consumer can easily be categorized into a box, it can be important to cater to multiple audiences. Marketing to multiple personalities at once is possible - a results page for the Assertive, an easy to follow blog for the Amiable, a testimonial video for the Attentive, and a statistics report for the Analytical. Doing this, however, may risk losing the effectiveness on a certain personality. Instead, try specific cross-overs.
Best Match-ups:
Assertive and Attentive -
Attentive people are both relationship and results focused and can mix well with Assertive people who are just results focused. Both personality types appreciate details and have defined expectations. The best way to reach this hybrid is a defined results page that lays out the company’s strengths externally and internally.
Attentive and Amiable -
Similar to Amiable people, Attentive people are relationship oriented and sympathetic. Both are social and excited, putting the needs of others before their own. Since Amiable people have a lower attention span than Attentive, the best way to reach this mix is a testimonial video that instantly grabs attention.
Analytical and Assertive -
Results are everything to both of these personality types. Include all details, statistics, and numbers to cater to this mixture. Assertives prefer information quickly as opposed to Analytical people who take the time to thoroughly research before making a decision. In order to keep them invested, be sure to find a middle ground where information is backed up by in-depth research and delivered at a reasonable time.
No matter what the marketing strategy is, it is always important to consider the audience and their preferences.
Read Related Post - Understanding the "WHO" in Marketing Personas
You're not only a marketer, but a consumer as well! Take this sweet and short quiz to find out which personality you are to better understand yourself and your target audience.
Welcome to the Setup Pulse for Brands and Agency marketers alike! Every other week, we’ll provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on. This week we talk about the the guts it takes to start a marketing agency, Gen Z spending, AI beer, data privacy, and more…
Setup CEO + Founder, Joe Koufman, spoke with Rich Honiball, the EVP and the Global Chief Merchandising and Marketing Officer for the Navy Exchange Service Command (which is also known as NEXCOM), about the power of taking risks and failing, true authenticity in a brand, and the importance of curiosity.
The Setup Marketer Speed Dating #MarketersBreakfast is one of our most popular in-person events because attendees get to meet as many qualified people as possible in short bursts of time. Many attendees recounted that the facilitated structure of the matchmaking event made networking so much easier. Plus, to ensure that everyone’s time is valued, the roster of #MarketersBreakfast attendees is exclusive, only open to our agency partners and Client-side marketing leaders. Some of the brands in attendance included Veritiv, Cartoon Network, Primrose Schools, and more.
According to the 2023 Setup Marketing Relationship Survey, Word-of-mouth and Referrals consistently remain the most frequent methods Clients use to find new Agency Partners.
This has been the case for the last five years of the Marketing Relationship Survey.
What does this mean for Clients + Agencies? How can they optimize their efforts with this knowledge?
Welcome to the Setup Pulse for Brands and Agency marketers alike! Every other week, we’ll provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on. This week we talk about the new Chief AI Officer role, latest news on the TikTik ban, X’s streaming services, dogs flying, super heroes coming to life, and more…
Setup CEO + Founder, Joe Koufman, spoke with the Co-Founder of Reebok, Joe Foster, about the foundation behind building a strong brand, the importance of listening as a leader, Winston Churchill, and more.
In the fast-paced world of digital marketing, it might feel impossible to keep up. Staying ahead of the curb is as important as having your morning coffee – miss it, and you might find yourself dozing off at the wheel.
You can’t go anywhere without hearing people talk about Artificial Intelligence (AI), but it isn't just a fancy buzzword; it's critical to making sure you aren’t missing key opportunities. Elaine Fowler, Director of Market Strategy, Experience & Marketing at Sagepath Reply, shares how marketers can best optimize AI to improve their marketing strategy.
Setup President, Amanda Thompson, spoke with Alec Hanson, the Chief Marketing Officer at loanDepot, about how his irrational self-confidence allows him to embrace his inner nerd, the beauty of perspective, the power of sales experience, and more.
According to the Setup Marketing Relationship Survey, Clients leaned more heavily into content creation and video in 2023 than previous years by 15%. Since video content is more accessible to all types of people and is easier to consume and understand in short bursts, it makes sense that Clients would take advantage of platforms like Instagram Reels, TikTok, and YouTube Shorts. What other disciplines have been a brand priority?
Welcome to the Setup Pulse for Brands and Agency marketers alike! Every other week, we’ll provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on. This week we talk about the new CBO role, how brands reacted to the Eclipse, AI news, and more…
Setup President, Amanda Thompson, spoke with Alex Cwirko-Godycki, the Chief Marketing Officer of Human Capital and the Head of Digital Marketing at Aon, about his problem solving skills, the power of simplicity, United Airlines’ relatable motto, and more.
Marketers graduating from college often ask me whether they should pursue client- or agency-side opportunities for their initial job out of college. I tell them that in the long term, it is always best to get experience with both, but initially, a stint on the agency-side provides more opportunities to learn about different marketing roles, industries, and experiences than the client-side.
Joe Koufman, Founder and CEO of Setup, the matchmakers bridging the gap between agencies and brands, and Andrea Striebel, the VP of Marketing for Floor & Decor, share their thoughts on agency- vs client-side careers.
At Setup, we work with some of the finest marketing agencies across the nation with an array of capabilities. Our most recent March #MarketingMixer gave our partners a platform to share an exclusive behind-the-scenes look into their process, strategy, and campaign results in under two hours. Ten case studies in 90 minutes, with some fun trivia in between, featuring an array of brands like adidas, ParkMobile, PAMA, Prudential, and more.
Welcome to the Setup Pulse for Brands and Agency marketers alike! Every other week, we’ll provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on. This week we talk about Meta’s political ban, toilet paper ads we’re stuck on, Starbuck’s CMO no more, and more…
Setup CEO and Founder, Joe Koufman, spoke with Amy Comeau, the Vice President of Marketing for Emory Healthcare, to share about her journey from vocal performance and Opera houses to Healthcare, building collaborative bridges, passion for Publix, the power of her mother’s words, and more.
In the last 10 years, Setup has conducted five Marketing Relationship Surveys, connected over 800 Brands and Agencies, conversed with well over 1000 Brand-sides marketers, and enacted 50+ Agency Assessments for Agency partners. Here’s the secret: Clients just want to have good chemistry! But how do you develop it?
To celebrate women in the marketing profession and to continue highlighting them throughout Women’s History Month, we asked women marketing leaders to contribute to our Women in Marketing Series detailing their personal triumphs, tribulations, and advice about working in the marketing industry. Part 13 features leaders from Nationwide, NAPA, Neogen Corporation, and Pratt Industries, Inc.
Welcome to the Setup Pulse for Brands and Agency marketers alike! Every other week, we’ll provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on. This week we talk about brand purpose, B2B Marketing efforts, Michael CeraVe, and more…
Setup President, Amanda Thompson, virtually sat down with Pam Piligian, the CMO and SVP of Navy Federal Credit Union, to discuss her admiration for Chick-fil-A, her experience at Ocean Spray, and her ability to charm consumers.
It may be hard to believe today, but the Nike basketball sneaker department was hanging on by a shoe lace, struggling to make any headway against Converse and Adidas in 1984.
What steps did the Nike team take to put them back on the map? And how did Michael Jordan impact that success?
Our ongoing Women in Marketing series highlights marketing leaders from different backgrounds and industries who continue to innovate and push the boundaries of their role.
This segment features the advice and journeys of leaders from CVS Health, Prudential, and more.
Welcome to the Setup Pulse for Brands and Agency marketers alike! Every other week, we’ll provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on. This week we talk about AI as a tool for marketers, Wendy’s cost experiments, Apple’s executive team, and more…
In the spirit of Black History Month, Setup CEO, Joe Koufman, virtually sat down with Sheraun Britton-Parris, the Chief Marketing Officer at Cordance, to discuss why following her gut is her superpower, the importance of customer-centric marketing, and the inspirational story of how Nathan Nearest Green, an enslaved black man, taught Jack Daniels.
After surveying over 300 marketers on both the Agency and Client side, we were able to determine that there is a disconnect between why Clients fire Agencies, and why Agencies think they are fired. By pointing out this misunderstanding, both parties may be able to communicate better to salvage relationships or grow from the feedback.
Dissatisfaction with an Agency’s value is the number one reason why a Client ends an Agency relationship. But do Agencies know this?
Welcome to the Setup Pulse for Brands and Agency marketers alike! Every other week, we’ll provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on. This week we talk about Super Bowl ads, YouTube A/B testing, and more…
Evan Rosenthal, Setup's Business Development Manager and resident football fanatic, shares his take on the 2024 Super Bowl ads. As a company that focuses solely on benefiting and evaluating marketers, we've seen our fair share of ads. These were our favorite.
In this industry blog featuring the Technology sector, we have insights from a Cyber Technology + Services company, as well as a Wireless Services company, giving us a wide perspective of the innovation and next steps for companies protecting and expanding our networks.
The following responses are from Colleen Murphy-Gomez, Vice President of Marketing, iBwave Solutions Inc., and Noa Benari, the Vice President of Marketing at Sygnia.
Welcome to the Setup Pulse for Brands and Agency marketers alike! Every other week, we’ll provide three trending topics in the Marketing industry, as well as a new story that you will want to get your eyes on. This week we talk about Sprite’s newest environmentally friendly product campaign, Setup’s anniversary, artists fight with AI, and more…
In the spirit of Black History Month, our CEO, Joe Koufman, recently virtually connected with Jacqueline Woods, the Chief Marketing Officer at Teradata. Join us in this insightful conversation that goes beyond marketing strategies and delves into Woods’ journey to becoming a marketing leader, advice she would share with other marketers, where she finds inspiration, and more. Let's honor and celebrate diversity, leadership, and the impactful journey of Jacqueline Woods.
Agency leaders and marketers in general are dealing with worldwide challenges like adapting to and adopting advanced technology and social platforms, budget constraints and showcasing marketing’s ROI, and navigating data privacy changes.
The 2023 Marketing Relationship Survey revealed that Delivery and Business Development remained a key challenge for Agency-side marketing leaders in the last year.