“The best way to spread Linkmas cheer is marketing in terms your audience can hear…”
That’s right- we’re back with the next two holiday season audience personas. Manager of Market Research Norris “Santa” Rowley brings a big bag of market research while social strategist Megan Brown decks the halls with engagement insights. And you didn’t even leave cookies out for us!! …next time, right?
Oil for a menorah lasting 8 days may be considered a miracle by some, but we can do one better- these personas will help you get a head start to market your own brand – and your clients’ – that will last you well into 2013 and beyond.
Persona #3: Bougie Brandy
Who is Bougie Brandy?
As consumers, this persona is striving to pursue the good life in a smart way. They like to follow the latest fashion trends and don’t mind paying extra for quality goods. However the shoppers in this segment tend to frequent websites like TJMaxx.com and FamilyDollar.com, looking to maximize their spending dollars.
The only issue with this persona is reaching them. The Bougie Brandy persona uses the internet below the national average. When they do go online, it’s normally to shop, bank, listen to Internet radio stations and participate in auctions. They also visit sites focused on golf and tennis, maps and transport, and sports, fitness and community organizations.
This persona does admit that they’re spending more time online to shop and get information rather than anything else, though, so that is definitely in your favor. However, they already have a handful of set sites they visit- and then they’re done! This is your typical ‘smash & grab” type of audience.
How can you engage Bougie Brandy?
If you want Brandy’s attention, you better catch it as quickly as you can- this persona surfs few websites at high rates. She isn’t combing the internet for the best deal because she already has a set of sites she considers dependable and at a good price point.
However, this persona type is very receptive to content that is focused on product comparisons. The sites Brandy typically frequents already are comparing price points (brand names at half price!), so she is easily suggestible in the realm of comparisons of other factors such as product quality. Brandy wants to feel smart about spending- so support her in doing so.
Placing these comparisons on sites Brandy already frequents – such as writing text for a product that you put on Ebay or a discount site – will influence her decision making process and ultimately enable her to justify spending her hard-earned money on your product.
Persona #4: Just Jake
Who is Just Jake?
Jake is always on the go. The dude barely has time eat, so do you really think he has time to fire up the old TV or consume any form of traditional media? NO!
This persona type don’t subscribe to daily newspapers and they rarely listen to the radio unless they’re commuting to work. Their online taste is a bit eclectic, reflecting the preferences of the young segment versus new families.
The internet is the first place Jake would go for information, shopping and increasingly, entertainment. They like to download music, watch TV, manage their financial affairs and book airline tickets online.
This persona also visits most of the popular mainstream and social networking sites. Some of the many places you can find Jake online are Facebook, YouTube, Wikipedia, Best Buy and eBay.
How can you engage Just Jake?
Jake may be able to hang ten when surfing the internet, but beyond that, let’s admit what we are all thinking: he’s bland.
This persona spends a lot of time on the internet and visits many different sites, but the only distinct thing about their behavior beyond this is that he doesn’t have any of the traits of the other personas.
By not being unique, engaging him might seem like a challenge, however – it’s quite easy. This vanilla persona is very receptive to online advertising because of the amount of time they spend online.
Framing that content is even easier – since he is on the go, the best ways to engage him are via mobile advertising, blog posts or social. Even online advertising copy should have links to a brands’ Twitter, Facebook, or Google+ (top frequented social sites for this persona) to continuously keep Jake’s attention and engage him year-round.
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Missed meeting DARKSOULSLAYER67 and Redneck Randy? Tough tinsel!
Just kidding, even if you’ve been naughty, you can still see the first two personas in this series here.