In today’s society, AI is becoming a frequent tool in so many ways. This is an example of how AI can be used to assist in the digital marketing process. I used ChatGPT to identify a customer persona, search engine optimization (SEO), content creation, and image creation all for Scheels. We’ll work through each of these sections more in detail.
Customer Persona
Information needed
First, to create a customer persona for any business, you need specific information for what a typical customer would look like. I started off by asking ChatGPT what information I needed to make a customer person by entering in this prompt: I want to create a customer persona. What information do you need to create it? ChatGPT returned the following response:
To create a detailed customer persona, I’ll need some key information about your target customer. Here’s a breakdown of what you should consider providing:
1. Demographic Information
- Age range: What is the typical age of your customer?
- Gender: Is your product/service targeted more at one gender?
- Income level: What is the customer’s income or financial situation?
- Education level: How educated is your customer (high school, college, etc.)?
- Location: Where does your customer live (urban, rural, country, etc.)?
2. Professional Information
- Job title/Industry: What do they do for a living? In which industry?
- Work status: Are they employed, self-employed, freelancers, or unemployed?
- Experience level: Are they new to their career, mid-level, or senior?
3. Behavioral Traits
- Hobbies/Interests: What do they like to do in their free time?
- Spending habits: How do they make purchasing decisions? Are they price-conscious, impulsive, or deliberate buyers?
- Online behavior: What social media platforms do they use? Do they research before buying? Are they tech-savvy?
- Values: What matters most to them (e.g., sustainability, quality, affordability)?
4. Psychographic Information
- Goals and aspirations: What are your customer’s life or career goals?
- Challenges/Pain points: What challenges or problems do they face that your product/service can solve?
- Fears and frustrations: What do they fear or get frustrated by in relation to your offering or the problem it solves?
5. Product/Service Interaction
- Needs from the product/service: What does your customer want to achieve by using your product/service?
- Product usage frequency: How often would they use it (daily, weekly, etc.)?
- Expectations: What are their expectations in terms of quality, service, or experience?
If you provide these details (or some of them), I can help develop a detailed customer persona for your business.
To help ChatGPT try to form a proper customer persona, I attached a file with all the customer persona information I previously collected. This is the same information that can be found in my customer persona blog post. After I attached the file, I entered in this prompt: OK, here I upload a file regarding the typical Scheels customer. Based on the file, try to infer all the information you need to create a customer persona (i.e., a promising new customer persona). Then, also list the information you think is still needed. ChatGPT gave me this response.
Based on the information in the file, here’s a preliminary customer persona for Scheels:
Customer Persona: Scheels Shopper
Demographic Information
- Age: 20-65 years old.
- Gender: Primarily male, but both genders shop here.
- Location: Mostly urban and suburban shoppers, though people from rural areas shop for sporting goods that fit their hobbies.
- Education: No specific education level is required for buying sporting goods and clothing.
Professional Information
- Occupation: Not specified, but likely includes individuals with hobbies related to outdoor activities, sports, and fitness.
- Income level: Not specified, but the price sensitivity mentioned suggests a middle-income to upper-middle-income group, given concerns about the cost of sporting goods.
Behavioral Traits
- Hobbies/Interests: Outdoor activities like sports, hunting, fishing, camping, and purchasing name-brand clothing.
- Spending habits: Price-conscious. Some customers may hesitate due to the price of items, so affordability is a concern.
- Online Behavior: 90% of shoppers use user-generated content from online ads, emails, and social media to inform their purchases.
Psychographic Information
- Interests: Strong interest in outdoor activities and sports. They value name-brand clothing, indicating they seek quality and status in the items they purchase.
- Challenges/Pain points: The price of sporting goods could be a barrier to purchase.
- Fears/Frustrations: Customers may feel the price does not always match their budget, even if they like the product quality.
Product/Service Interaction
- Needs from the product: They look for reliable, high-quality sporting goods and clothing that support their outdoor hobbies, such as hunting, fishing, and camping.
- Product usage frequency: Likely frequent, as many of the activities (sports, outdoor hobbies) are regular pursuits.
- Expectations: They expect good quality and a brand that serves the “everyday athlete,” meaning they don’t need to be highly competitive or professional to feel comfortable shopping there.
Now we have a partial Scheels customer persona with all the information that was provided. But, to get a complete customer persona we will ask ChatGPT to help fill in the rest of the sections that were unable to be completed.
Non-providable information
Here is the ChatGPT response for the information still needed from the non-providable information that came from the last prompt entered into ChatGPT.
Missing Information for a Complete Persona
- Income Level: A more precise idea of the customer’s income would help tailor marketing efforts.
- Job Titles/Industries: Knowing the specific occupations or industries of customers would clarify how Scheels’ products fit into their work/lifestyle.
- Spending Threshold: While the document mentions price sensitivity, understanding the exact spending range (budget) customers typically stick to would help.
- Specific Brand Preferences: If customers have specific name-brand preferences, this would refine the product offering.
- Life Goals: Any goals related to health, fitness, or outdoor lifestyle would add depth to the persona.
- Social Media Preferences: Which platforms are the most influential for their purchasing decisions? This would refine digital marketing strategies.
To gather the information needed above, I entered in the following prompt: Regarding the following items, we don’t have detailed information. Based on all the general information available to you, guess what they might be like:… To avoid being redundant, after this first half of the prompt, I copied all of the information from above that ChatGPT said was missing information and pasted it behind the beginning part of my response. This was the response I received from ChatGPT.
Based on general knowledge of sporting goods stores like Scheels, and the customer profile provided, I can make some educated guesses about the missing details:
1. Income Level
- Estimated Range: Scheels likely attracts middle to upper-middle-income customers, given that many of its offerings (outdoor gear, branded sports equipment) can be higher-end and price-sensitive. The typical income range might be between $50,000 to $120,000 annually. Customers with disposable income for hobbies like camping, fishing, and hunting may be more financially secure, but they are still price-conscious, especially when it comes to larger purchases.
2. Job Titles/Industries
- Likely Industries: Given the outdoor and sports focus, typical customers might be employed in industries such as:
- Trades and Construction: Outdoor enthusiasts like hunters and campers often work in skilled trades.
- Healthcare/First Responders: This demographic may enjoy outdoor activities to decompress from high-stress jobs.
- Education and Teaching: Teachers and coaches may buy sports equipment and apparel for personal and work-related needs.
- Corporate or Office Roles: Middle-income professionals who participate in outdoor activities as a hobby.
- Agriculture/Rural Occupations: Customers from rural areas who are into hunting, fishing, and similar activities.
3. Spending Threshold
- Estimated Spending Range: Price sensitivity suggests a budget-conscious approach, though the presence of name brands means customers still value quality. They likely spend:
- Low-End Purchases (apparel, small accessories): $50–$100.
- Mid-Range Purchases (basic sports equipment): $100–$300.
- High-End Purchases (specialized gear, outdoor equipment): $300–$1,000+ (for items like fishing boats, tents, or firearms). Customers may research and wait for sales or discounts on higher-priced items.
4. Specific Brand Preferences
- Likely Brands: Scheels’ customers are probably drawn to premium yet widely known sporting and outdoor brands that emphasize quality, durability, and performance. Examples include:
- Outdoor Gear: The North Face, Columbia, Patagonia, and Carhartt.
- Footwear: Nike, Adidas, Under Armour, and Merrell.
- Sports Equipment: Wilson, Spalding, Callaway (golf), or YETI (coolers and drinkware).
- Hunting/Fishing Gear: Brands like Browning, Mossy Oak, and Garmin (for GPS and other outdoor electronics).
5. Life Goals
- Estimated Life Goals:
- Health & Wellness: Many Scheels customers likely prioritize staying fit and active through outdoor activities, aiming to maintain their health and well-being as a long-term goal.
- Work-Life Balance: Balancing busy professional lives with hobbies like camping, hiking, and sports. They seek outdoor experiences to relieve stress and enjoy quality time with family or friends.
- Adventure & Exploration: A desire to explore nature and enjoy the outdoors, whether through travel, camping, or hunting trips, could be a core goal.
- Skill Improvement: For some, honing specific skills related to sports or outdoor activities (e.g., becoming a better angler, hiker, or hunter) may be important.
6. Social Media Preferences
- Likely Platforms:
- Facebook: Older customers (40+) and rural populations are likely active here, given its widespread use.
- Instagram: A platform for sharing outdoor experiences, fitness goals, and sports activities among a younger, more visual audience (20-40 years old).
- YouTube: For how-to videos, gear reviews, and sports content. Customers may watch tutorials on camping, fishing, or fitness gear before purchasing.
- Pinterest: Used for exploring outdoor ideas, inspiration for travel, or home workout ideas. Mostly popular among women.
- Reddit: Outdoorsy subreddits or niche communities like hunting, fishing, or fitness might influence purchasing decisions for younger customers who value peer recommendations.
These assumptions can help further refine Scheels’ marketing and product strategies, although obtaining real data from customer feedback or surveys would provide more accuracy. Let me know if you’d like to adjust or explore any specific areas further!
Using all this information, we’ll use ChatGPT to determine a customer persona for Scheels.
Generating customer persona
For ChatGPT to define a customer persona for Scheels, I entered in the prompt: Now, you seem to have all the information to create a customer persona. Using the information in our conversation, create a customer persona (i.e., a promising new customer persona). ChatGPT returned this customer persona.
Customer Persona: “Adventure-Seeking Alex”
Demographic Information
- Name: Alex Johnson
- Age: 35
- Gender: Male (but persona is adaptable to both genders)
- Location: Suburban, but often enjoys trips to rural areas for outdoor activities. Lives in the Midwest, USA.
- Education: College-educated, but the level of education does not heavily influence buying decisions.
- Income: $75,000 per year (middle to upper-middle income).
- Occupation: Works in construction management, enjoys outdoor hobbies to relax and unwind.
Professional Information
- Job Title/Industry: Construction Manager in a large suburban area, with some clients in rural settings. Alex’s work often involves outdoor environments, so he appreciates durable, functional clothing and gear.
- Work status: Full-time employed.
- Experience level: Mid-career professional, comfortable in his role and has disposable income for hobbies like hunting and fishing.
Behavioral Traits
- Hobbies/Interests:
- Enthusiastic about outdoor activities like camping, hiking, hunting, and fishing.
- Plays basketball with friends on the weekends and participates in recreational leagues.
- Enjoys keeping up with the latest outdoor gear and fashion, often browsing online for products that enhance his active lifestyle.
- Spending Habits:
- Budget-conscious, but willing to invest in quality products. Spends between $100–$300 on mid-range items like clothing and equipment, and $500–$1,000+ on big-ticket items (e.g., camping gear, fishing equipment).
- Watches for discounts and sales, especially on high-end gear.
- Online Behavior:
- Uses Facebook for general browsing and interacting with outdoor communities.
- Active on Instagram, sharing photos of hiking trips and new gear.
- Frequently watches YouTube videos to research products (e.g., gear reviews, tutorials).
- Relies on user-generated content, online ads, and email newsletters for product suggestions and promotions.
Psychographic Information
- Goals and Aspirations:
- Stay active and healthy through outdoor adventures and recreational sports.
- Explore new places and push himself physically through challenging hikes or hunting trips.
- Improve his skills in hunting and fishing, viewing them as lifelong hobbies.
- Maintain a balanced life, enjoying time outdoors with family and friends to relieve stress from a demanding job.
- Challenges/Pain Points:
- High prices on quality outdoor gear can make him hesitate to buy, especially on larger purchases.
- He sometimes feels overwhelmed by the number of product options available and appreciates clear recommendations.
- Fears and Frustrations:
- He values durability and worries about spending money on items that won’t hold up to heavy outdoor use.
- Frustrated when he feels gear or clothing is overpriced but still needs to maintain high quality for his activities.
Product/Service Interaction
- Needs from the Product:
- Reliable, durable outdoor gear for hunting, fishing, camping, and weekend sports activities.
- Name-brand clothing that fits both his outdoor lifestyle and his casual suburban life.
- Gear that is both functional and fashionable, allowing him to feel confident in a variety of settings.
- Usage Frequency:
- Regularly uses outdoor equipment, especially on weekends.
- Frequently updates his wardrobe with durable but stylish outdoor clothing.
- Buys new gear annually for major trips or seasonal outdoor activities.
- Expectations:
- Expects high-quality, durable products that will last through heavy use, especially for hunting and camping trips.
- Values companies that align with his everyday athlete identity, offering products that cater to both serious outdoor enthusiasts and casual adventurers.
Brand Preferences
- Outdoor Gear: Patagonia, The North Face, Columbia, and Carhartt.
- Footwear: Nike, Adidas, Under Armour, and Merrell.
- Sports Equipment: Wilson, Spalding (basketball), Callaway (golf), YETI (coolers).
- Hunting/Fishing Gear: Browning, Mossy Oak, Garmin (outdoor electronics).
Objections and Concerns
- Barriers to Purchase:
- May delay purchasing expensive items if not discounted, particularly high-ticket products like camping gear or fishing equipment.
- Occasionally concerned that certain items may not offer enough value to justify their price.
Social Media and Influences
- Preferred Platforms:
- Facebook: For community groups related to outdoor hobbies.
- Instagram: For lifestyle inspiration and product discovery related to outdoor adventures.
- YouTube: For gear reviews, tutorials, and how-to videos on hunting, fishing, and camping.
- Reddit: Occasionally checks outdoorsy forums for advice from like-minded individuals.
Customer Quote:
“Scheels makes me feel like an everyday athlete. I don’t have to be training for a marathon to shop here, but I know I’ll find the right gear for any adventure.”
This customer persona—“Adventure-Seeking Alex”—captures a middle-aged, budget-conscious, active individual who values outdoor experiences and high-quality gear. He is motivated by the desire to explore, relax, and engage in hobbies that improve his physical well-being and social life. Scheels is an ideal store for him because it offers quality products that fit both his active outdoor lifestyle and his more casual, suburban life.
Now we have successfully collected a promising customer persona for Scheels with the help of AI. Next, we’ll use ChatGPT to determine keywords for Scheels.
Search Engine Optimization (SEO)
Keyword research
It is very easy to determine keywords using AI. I entered in this prompt to determine 5 keywords for Scheels: Make a list of the top 5 keywords people use to find information about Scheels on Google. Separated by comma. This is the response ChatGPT provided.
Based on general research and analysis of online trends, the top 5 keywords people are likely using to find information about Scheels on Google could include:
- Scheels sporting goods
- Scheels locations
- Scheels outdoor gear
- Scheels Black Friday deals
- Scheels store hours
These keywords are based on common queries related to retail businesses, particularly those in sporting goods and outdoor equipment sectors.
Now that ChatGPT has given us a few keywords for Scheels, we’ll see how you can use AI to create content such as blog posts using only prompts.
Content Creation
Blog post idea
To create a blog post, you need some ideas. I asked ChatGPT to provide some ideas for possible blog posts using this prompt: Write 10 blog post ideas about Scheels that the customer persona created earlier is searching for. ChatGPT delivered this response.
Here are 10 blog post ideas that align with “Adventure-Seeking Alex”, the customer persona created earlier, who is searching for information about Scheels:
- “Top 10 Must-Have Outdoor Gear Items for Your Next Camping Trip”
- Highlight essential camping gear that Scheels offers, from tents and backpacks to cooking gear and flashlights. Cater to Alex’s love for exploring the outdoors with durable and reliable equipment.
- “How to Choose the Right Hiking Boots: A Guide for Weekend Adventurers”
- A detailed guide on picking the best hiking boots for various terrains, with recommendations for brands like Merrell and Columbia, which Alex prefers.
- “The Ultimate Guide to Planning Your Next Hunting Trip: Gear, Locations, and Tips”
- Provide valuable tips on hunting, featuring hunting gear from brands available at Scheels, such as Browning and Garmin. Tailor the content for those who are balancing work with outdoor hobbies like Alex.
- “Scheels’ Best Deals on High-Quality Fishing Gear for Every Skill Level”
- Review the best fishing gear available at Scheels, from beginners to experienced anglers. Discuss options at different price points to appeal to Alex’s budget-conscious side.
- “How to Stay Fit and Active With Scheels’ Sports Equipment: From Basketball to Golf”
- A post encouraging readers to stay active through recreational sports. Highlight basketballs, golf clubs, and other sports equipment that would appeal to Alex’s weekend activities.
- “The Best Outdoor Apparel for Every Season: Scheels’ Top Picks for 2024”
- A seasonal guide to outdoor apparel, focusing on durability and comfort. Include brands like Patagonia and Carhartt that are both fashionable and functional for Alex’s lifestyle.
- “How to Prepare for Your First Camping Trip: What to Pack and What to Expect”
- A beginner’s guide to camping, perfect for someone like Alex who enjoys both casual and adventurous trips. Discuss camping essentials and tips for making the experience enjoyable.
- “5 Ways to Save on Your Next Big Purchase at Scheels”
- A post highlighting sales events, loyalty programs, and ways to find discounts at Scheels. Cater to Alex’s price-sensitive side by showing how to make the most of deals on big-ticket items.
- “Why Scheels is the Best Place to Shop for the Everyday Athlete”
- Showcase Scheels as a destination for those who aren’t professional athletes but love being active, reinforcing Alex’s belief that Scheels caters to his lifestyle.
- “How to Choose the Best Outdoor Electronics for Hunting and Fishing”
- A gear guide to choosing outdoor tech, such as GPS devices and fish finders, available at Scheels. Provide comparisons of popular products to help Alex make informed decisions.
These topics would likely resonate with Alex’s outdoor interests, budget considerations, and need for practical, high-quality products.
Once we have the ideas, we can pick one and ask AI to write a blog post.
Writing a blog post
I chose the ninth idea from above as I felt it would be an effective general blog post that many people could relate to. I entered in the following prompt: I want you to act as a blogger with expertise at Scheels. You are writing a blog post for “Why Scheels is the Best Place to Shop for the Everyday Athlete“. This post should be helpful for people learning about Scheels. There should be a call to action at the end of each section. The length of the blog post will be 500 words. The tone will be informal. You should write as an individual blogger with a personal approach so do not use plural first-person to refer to yourself. Eg. “our”, or “we”. Only use singular first-person. Do not use passive voice. Here is the blog post ChatGPT wrote using the provided information.
Why Scheels is the Best Place to Shop for the Everyday Athlete
If you’re someone who enjoys staying active but isn’t necessarily a professional athlete, you’ve probably wondered where to find quality gear that fits your lifestyle. That’s where Scheels comes in. Whether you’re into outdoor adventures, weekend sports, or just like the idea of being prepared for anything, Scheels has you covered. Let me walk you through why Scheels is the perfect place for the everyday athlete.
1. A One-Stop Shop for All Things Sports and Outdoors
Scheels is unique because it isn’t just a sporting goods store. It’s a place where you can find gear for everything—whether you’re hiking in the mountains, playing a quick game of basketball with friends, or gearing up for a weekend camping trip. From outdoor clothing to fishing equipment, Scheels offers products for every level of activity.
Call to Action: Don’t limit your options! Visit your local Scheels or check out their website to see their wide selection of sporting goods and outdoor gear.
2. Premium Brands for Every Budget
One thing I appreciate about Scheels is that they carry premium, name-brand products that are made to last. Whether it’s a Patagonia jacket or a pair of Nike running shoes, you know you’re getting quality. But here’s the kicker—Scheels also has great deals, making it affordable for everyday athletes like you and me. Whether you’re looking for budget-friendly options or high-end products, Scheels balances both.
Call to Action: Explore Scheels’ online store or visit in person to find premium brands that fit your budget, without compromising on quality.
3. Expert Staff Who Know Their Stuff
Have you ever walked into a store and felt like you were talking to someone who just didn’t get what you needed? That won’t happen at Scheels. The staff here aren’t just employees—they’re enthusiasts who live and breathe the same activities you do. Whether you need advice on choosing the right running shoes or help setting up a new tent, you’ll get expert advice from people who genuinely care.
Call to Action: Next time you’re in Scheels, don’t hesitate to ask for advice. Their expert staff can make sure you get the right gear for your specific needs.
4. Fun for the Whole Family
Shopping at Scheels isn’t just about grabbing your gear and leaving. It’s an experience. Many Scheels stores have unique attractions like Ferris wheels, shooting galleries, and interactive displays. Whether you’re shopping with your family or just want to have a little fun while picking up new gear, Scheels makes shopping enjoyable for everyone.
Call to Action: Make a day out of it! Bring your family to Scheels and explore all the fun activities they have in-store. It’s not just shopping—it’s an adventure.
5. Community Focused
What I love most about Scheels is their commitment to the community. They host local events, sponsor sports teams, and really strive to make an impact. As an everyday athlete, I feel a sense of pride supporting a company that gives back and fosters a love for sports and the outdoors.
Call to Action: Get involved! Check out Scheels’ event calendar to find local activities and events you can participate in.
If you’re someone who values quality, affordability, and a fun shopping experience, Scheels is the place for you. Whether you’re a weekend warrior or just love staying active, Scheels has the gear and expertise to help you make the most of your time. Ready to gear up? Head to your nearest Scheels or visit their website today!
ChatGPT doesn’t stop with just blog post creation, it can also create social media posts as we will see next.
Social media post
Now that we have a blog post written by AI, we’ll ask ChatGPT to create a LinkedIn post based on the blog post idea above as well. I entered in this prompt to get a LinkedIn post: Create an LinkedIn post regarding “Why Scheels is the Best Place to Shop for the Everyday Athlete” for this customer persona. Here is the LinkedIn post ChatGPT created.
🚀 Why Scheels is the Best Place to Shop for the Everyday Athlete 🏃♂️🏕️
As someone who values an active lifestyle without the need for professional competition, I’ve discovered that Scheels stands out as my go-to destination for sporting goods and outdoor gear. Here’s why:
- One-Stop Shop: Whether I’m looking for hiking boots, camping gear, or sports apparel, Scheels has everything I need under one roof. The variety is unmatched, catering to all types of outdoor and sports enthusiasts. 🏅
- Quality and Affordability: Scheels carries premium brands like Patagonia, Nike, and Columbia, ensuring I get top-notch quality without breaking the bank. Their commitment to affordability makes it easy for everyday athletes like me to invest in gear that lasts. 💰
- Expert Staff: The team at Scheels knows their stuff! Their enthusiasm and expertise mean I always receive valuable advice tailored to my specific needs, whether I’m buying a new fishing rod or looking for the perfect workout shoes. 🛒
- Family Fun: Shopping at Scheels is an experience! With interactive displays and attractions like Ferris wheels in-store, it’s a fantastic outing for the whole family—making shopping both productive and enjoyable. 🎡
- Community Engagement: Scheels gives back to the community by hosting events and sponsoring local sports teams. Knowing that my purchases support local initiatives makes shopping there even more rewarding. 🤝
For anyone who shares a passion for the outdoors and an active lifestyle, Scheels truly embodies everything an everyday athlete needs. Whether you’re gearing up for your next adventure or just looking for quality gear, check them out!
👉 Ready to experience it for yourself? Visit your local Scheels or explore their website today!
#Scheels #EverydayAthlete #OutdoorGear #SportingGoods #ActiveLifestyle #CommunitySupport
For more information about Scheels, check out their official website: Scheels
After creating a blog post and LinkedIn post, we’ll ask ChatGPT to create an image for us.
Image Creation
Since ChatGPT cannot directly create an image, we’ll use Leonardo.AI for our image creation. But, before we switch to Leonardo.AI, we’ll ask ChatGPT to deliver a prompt based on all the information already established that we can enter into Leonardo.AI to produce an accurate image. Here is the image creation prompt used: I am going to draw a picture regarding the text below using an AI image generator. Write a proper prompt – Scheels constantly strives to develop new products and works hard to provide the best value to its customers. Additionally, it always does its utmost to serve the community. Here is the response provided.
Here’s a prompt for your AI image generator based on the text about Scheels:
Prompt: “Create an illustration that represents the essence of Scheels as a company focused on innovation and community service. The scene should depict a vibrant sporting goods store with enthusiastic staff engaging with diverse customers. Include elements that symbolize new product development, such as people trying out outdoor gear or sporting equipment. Show community involvement through visuals like a local sports team sponsorship banner or a charity event in progress outside the store. The atmosphere should be warm and inviting, highlighting Scheels’ commitment to providing value and supporting the community.”
Feel free to adjust any details to better suit your vision!
The last step is to input this prompt into Leonardo.AI. I copied and pasted the prompt above into Leonardo.AI and received four AI produced images. I selected the image that I felt was most fitting for Scheels. You can see the image below.
Last Remarks
This process allows us to be able to see how useful AI can be when it comes to content creation in digital marketing. We have determined a customer persona, keywords, wrote a blog, created a LinkedIn post, and created an AI generated image all for Scheels. ChatGPT is a simple tool to use and can be very useful.