“On the 12th day of Linkmas, my audience said to me…”
Not sure how to end that sentence? Don’t worry – we will for you. The iAcquire Linkmas workshop has been busy this season with Linkmas tips from SEO experts, and we’re all about giving, no matter what you’re celebrating this year (after Christmas sales, anyone?), so we’re here to give you audience insights into those shopping this holiday season.
That’s right, folks! iAcquire is giving you the gift of holiday audience personas.
Over next few days, we will be presenting 12 personas that you should targeting this holiday season – and how to engage them.
Norris Rowley, Manager of Market Research, is playing Santa by doing the market research for you and creating the personas. Tying it all up with a little bow of engagement insights is Rowley’s sidekick (she’s short, but don’t try to make an elf joke) social media strategist Megan Brown.
Whether you’re lighting the menorah, stuffing stockings, or simply eating holiday cookies until you burst this winter, these personas will ensure that this year’s shopping season – and ones to come – will always be merry and bright for you and your brand.
Persona #1: DARKSOULSLAYER67
Who is DARKSOULSLAYER67?
The DARKSOULSLAYER67 (let’s call him Darksoul for short) persona has champagne taste on a six-pack budget. Compared to the general population, they’re more than twice as likely to go online to download music, watch videos, listen to podcasts & read blog websites.
With this persona being born in the digital age, they spend more time in the virtual world than the real one. Which is a little sad. Go outside, Darksoul!!
While Darksoul may visit a few fashion websites to check out the latest styles, they typically only purchase items that are on sale or from a website that is offering a discount. Can you say cheapo?! However, the only item they won’t compromise on is electronics. Their friends come to them for advice on what’s hot.
They would also describe themselves as early tech adopters, and therefore want the latest gadget that will support their lifestyle of constant motion. They have little interest in making in store purchases and will go online to buy consumer electronics, toys and books without a second thought.
Wait a second… OMG!!! This persona is me. Dammit, I have to lay off Amazon and Zappos.
How can you engage DARKSOULSLAYER67?
With this persona being raised in the digital age, multiple forms of engagement can be used to interact with this segment. Since they’re already reading blogs, placing branded content on these blogs that’s relevant to their interests (think: electronics) can sway their opinion.
Although they generally aren’t interested in anything besides gadgets, tis better to give than receive this season, and even Darksoul realizes they should at the very least give gifts to those in their Final Fantasy party. They can be engaged with content that is centered on holiday season that focuses on “discounts” or “special holiday sale” items.
Persona #2: Redneck Randy
Who is Redneck Randy?
Man, does Randy love some coupons. The people that fall under this persona enjoy coupon cutting and shopping at national big chain stores. While people like Randy do buy electronic gear as much as the average, they still rely on advice from friends before they go online and purchase any gadgets.
Randy is not a rich man in terms of actual money, but he is coupon rich. The people that fall under this persona can afford these purchases thanks to savings from cutting online and print coupons, along with purchasing a majority of discounted items. They frequently use the internet for hunting for online coupons, news on fishing and motorsports. They frequent shopping sites like jcpenney.com, walmart.com and coupons.com.
How can you engage Redneck Randy?
Some people might call Randy cheap, others might view him as a hero. You should be calling him an opportunity. Obviously, creating coupons and circulating them on coupon or deals sites will win both Randy’s heart and his wallet.
Randy is also a fan of product comparisons to make sure he’s getting the most bang for his buck. A great way to engage them would be with user generated content that emphasizes product comparison – his new truck may sit on bricks in his front yard, but it will be the BEST truck for the BEST value sitting on bricks in ANY yard in America – if Randy has any say about it.
Stay tuned and subscribe to the iAcquire blog for the rest of the 12 Personas of Linkmas!