Mayer Gniwisch (left) and his brother Shmuel display jewellery available at their ice.com website or from their Montreal offices.
It's Valentine's Day, a red-letter day for Montreal-based www.ice.com, one of North America's top online jewellery retailers.
Not only is it the peak of one of the company's most profitable periods, its jewellery will be featured on today's Dr. Phil show, a TV placement that will bring ice.com into millions of homes.
But more importantly to Shmuel and Pinny Gniwisch, two of four brothers at the helm of the family controlled firm, this special day helps them woo Nancy, perchance to win her heart. Or enjoy her undivided patronage.
Although the Gniwisch brothers claim to know Nancy intimately, their relationship is not romantic. The men are non-practising ordained Hasidic rabbis, happily married with 10 children between them.
And Nancy is a fictional construct, the persona of a prime target customer.
In marketing terms, a persona is "your customer designed in such a way that you not only get their demographic information, you get their psycho, graphic and emotional triggers," said Pinny Gniwisch, who gives seminars on e-commerce marketing.
"You build these personae and then you build your (web) site based on these personae," he said this week.
http://www.canada.com/montrealgazette/news/business/story.html?id=9b93bbbb-ee16-4190-b3d6-7a186db68deb&k=32105
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Posted By Chaptzem to Chaptzem Blog! at 2/14/2007 09:21:00 AM
