This website was designed and developed without a ‘real’ budget or project plan; However, there was a clear ‘objective‘: build a web site/media portal around a ‘personality’. I was first introduced to this type of on-line ‘personality’ building concept during the FoxBusiness.com launch as PM on team Maven (Maven Networks is now Yahoo! Video). I come from an Enterprise background, and therefor much of the consumer facing, direct marketing tactics were alien to me - but I am a quick study!
In short, you look at the available demographics in a certain market, pick one niche demographic that has a hole that can be filled by a very specific ‘personality’ type, an individual who speaks the language of the audience you are looking to attract and sell to. In this example, QVC had a niche to fill and Stephanie Huckabee is the perfect fit - personable, a mom with kids, a former celebrity trainer who gained some weight - then she had an awakening! In her own effort to gain control of her health and weight, she devised a personal workout system - It worked for her so well, the decision was made to share this system with the world!
Stephanie debuted on QVC and SOLD OUT immediately, now well into advance orders. Her interactive website our team built keeps her community close and active with daily posts and weekly inspiration - and as I can see the back end metrics, she has a lot of devoted community members taking part in the conversation.
Community features wrapped around a likable personality are the key ingredient to building a product from a personality - and if you have something to sell, like a fitness program of course, that is ideal! I hope you enjoyed this post, and I’d love your feedback! What have your experiences been like in the arena of personality -> Product development.
Streaming Media & Web Video Expert. When your business is at stake, you need the best - You need the New York based, award winning 2008 Streaming media All-Star, 2009 Emmy nominee in the category of Advanced Media, A-Team player on your side of the court!! At On-Demand, inc. or oDi, you get a team leader like none other. Enjoy.