Small Businesses Stand Out, Small Businesses Stand Out , Small Businesses Stand Out , Small Businesses Stand Out , Small Businesses Stand Out , Small Businesses Stand Out
Introduction
Canadian SMBs: Big Impact, Small Budget? No Problem.
Here’s a truth: you don’t need a big budget to make big waves. The secret lies in understanding people—your customers, specifically—and connecting with them in ways that feel authentic and unforgettable.
Good news: people love categorizing themselves (think Hogwarts houses or Starbucks orders). Even better? Science has your back with the OCEAN model, a research-backed framework for understanding personalities. It’s more than a quiz; it’s your golden ticket to building campaigns that truly resonate.
Breaking Down the OCEAN Model
Let’s explore the five personality types and how you can adapt your marketing magic to attract each one. Ask yourself: which group fits your ideal customer?
1. The Dreamers (Openness)
- 💭 They Are: Imaginative, adventurous, and always hunting for “the next big thing.”
- 🎨 They Love: Creativity, originality, and fresh ideas.
Example: A quirky bakery in Halifax with cupcakes inspired by zodiac signs creates a frenzy by letting customers design their own flavours—turning every treat into an Instagram masterpiece.
📢 Your Move: Launch something wildly unique. A yoga studio could offer glow-in-the-dark classes. A fashion boutique might host DIY design workshops.
2. The Planners (Conscientiousness)
- 📅 They Are: Organized, detail-driven, and all about quality over chaos.
- ✔️ They Love: Trust, reliability, and anything that screams “dependable.”
Example: A Toronto cleaning service became a viral sensation by live-streaming their step-by-step eco-cleaning process. Viewers didn’t just watch—they trusted them.
📢 Your Move: Be their rock. Create shareable checklists (think “5 Steps to Keep Your Closet Pinterest-Perfect”) or post time-lapse videos showing your process in action.
3. The Social Butterflies (Extraversion)
- 🎉 They Are: Outgoing, lively, and constantly looking for their next interaction.
- 💬 They Love: Energy, excitement, and social connections.
Example: A Vancouver café hit gold with weekly trivia nights streamed on TikTok. Patrons competed, laughed, and shared—turning the brand into a local celebrity.
📢 Your Move: Host interactive events or competitions. Stream a barista showdown. Launch a flash sale that ends in an epic dance party.
4. The Kind-Hearted (Agreeableness)
- 🤝 They Are: Generous, empathetic, and driven by connection.
- 💖 They Love: Feel-good stories and giving back.
Example: A Calgary pet groomer went viral by filming rescue pets’ “makeovers” and donating proceeds to shelters. The feel-good vibes made everyone want to be a part of their story.
📢 Your Move: Share your heart. Partner with charities, organize community events or highlight the stories behind your products.
5. The Worriers (Neuroticism)
- 🌀 They Are: Sensitive, anxious, and always seeking stability.
- 🛑 They Love: Comfort, security, and solutions to their stress.
Example: A landscaping company in Montreal skyrocketed their bookings with soothing “before-and-after” videos, promising “stress-free garden transformations.”
📢 Your Move: Be their safe space. Use calming tones in ads, promise simplicity, and show how you’ll solve their problems without the hassle.
Why It Works
The OCEAN model goes beyond segmentation—it’s about making people feel seen. When your customers think, “This business gets me!”, you’ve unlocked the ultimate marketing power. That emotional connection leads to loyalty, shares, and sales.
Not Sure Where to Start?
Here’s a quick game: Think about your top customer. Are they the planner meticulously comparing options? Or the social butterfly who’s all about the vibe? Once you’ve got it, tailor your next campaign around their biggest motivator. You’ll go from “meh” to memorable in no time.
Key Takeaways
- Dreamers (Openness): Attract them with bold, creative ideas and unique experiences.
- Planners (Conscientiousness): Highlight reliability with detailed guides and organized processes.
- Social Butterflies (Extraversion): Engage them with exciting events and interactive campaigns.
- Kind-Hearted (Agreeableness): Appeal to their empathy with feel-good stories and community efforts.
- Worriers (Neuroticism): Reassure them with stress-free solutions and a calm, supportive tone.
FAQs for this page
What is the OCEAN model, and why does it matter for marketing?
The OCEAN model categorizes personalities into five traits, helping you create tailored campaigns that deeply connect with your audience.
How can small businesses use the OCEAN model on a budget?
By focusing on creativity and understanding customer needs, even low-cost campaigns can make a big impact.
How do I identify my customers’ personality types?
Use surveys, social media polls, or analytics to gather insights about their behaviours and preferences.
Can the OCEAN model work for online-only businesses?
Absolutely! Analyze website traffic, email engagement, and social media interactions to understand your audience.
Which OCEAN personality type is most common for SMBs?
It depends on your niche! Many SMBs find success with Dreamers seeking novelty or Planners valuing reliability.
Conclusion
The OCEAN model isn’t just a fun way to categorize your customers—it’s a game-changing tool for creating personalized, impactful campaigns. By understanding whether your audience are Dreamers, Planners, Social Butterflies, Kind-Hearted, or Worriers, you can connect with them on a deeper, more meaningful level.
In today’s crowded market, making your customers feel seen isn’t optional—it’s essential. When you tap into their core desires and communicate in a way that resonates, you’ll create loyal fans, not just customers.
Let’s make waves together!
craft campaigns that turn your SMB into a local legend
At Cordeeple, we believe marketing is more than just selling; it’s about building relationships that last.
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