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12 Personas of Linkmas – Grandma Gertrude and Wealthy Walter

By now, you don’t need Rudolph’s shiny nose to lead the way to show you what’s going on here… We’re back with two more of our 12 personas of Linkmas! Please accept these gifts of knowledge that will warm the heart of even the biggest marketing Grinch. With their unique insights into who and how…

By now, you don’t need Rudolph’s shiny nose to lead the way to show you what’s going on here…

We’re back with two more of our 12 personas of Linkmas!

Please accept these gifts of knowledge that will warm the heart of even the biggest marketing Grinch. With their unique insights into who and how you need to create your brand’s strategy this holiday season, you will have a very happy new year in 2013… and all the years after.

Persona #9: Grandma Gertrude

Who is Grandma Gertrude?

I wonder if Grandma Gertrude will adopt me?! It would almost be like a updated version of “Diff’rent Strokes.”  But, back to the persona stuff…

This educated and wealthy persona likes to acquire the latest in automotive and consumer technology. Did you watch the video? She is buying herself a Mercedes-Benz for Christmas!

The Grandma Gertrude persona type enjoy the convenience of shopping online. They are often shopping for a large family, so they favor products that are family-sized.

Preferring SUVs and vans outfitted with amenities such as DVD systems for their frequent trips to athletic fields and school activities, this is also one ballin’ grandma!

Okay, so Grandma Gertrude’s cars are always stylish, but what about their other shopping behavior?

They buy multiple gaming consoles and large-screen TVs, however these purchases are influenced from her grandkids. Grandma Gertrude, while lacking very little internet knowledge, is normally led down a purchase path by another younger influencer. Although the they have the purchasing power, most of the research is done by an influencer.

Because of Grandma Gertrude’s lack of internet knowledge, this persona is twice as likely as average Americans to go online at home and at the office, and they have omnivorous Internet tastes.

With their busy schedules, they rely on the Internet for comparison shopping when buying cars, searching for deals and checking out new homes.

More than most segments, they have enthusiastically embraced the Internet’s commercial applications, especially to buy toys, gifts, sports equipment and clothing.

How can you engage Grandma Gertrude?

Although the Grandma Gertrude persona is twice as likely to visit a sponsored websites and click on links, they are not online to scan every single website that is thrown in front of them.

This means that you not only need to appeal to the youngsters that influence this persona, but you should also get Grandma Gertrude’s attention as well.

The best way to engage this persona is with nicely packaged user generated reviews. Make everything simple, easily accessible and appeal to the emotional side of Grandma Gertrude. Use your knowledge of what this persona likes to set the tone for specialized content.

Persona #10: Wealthy Walter

Who is Wealthy Walter?

Wealthy Walter, can I get a dollar? No? CHEAPO!?!

You don’t become wealthy by spending your money. While Wealthy Walter has the money to shop, he finds little joy in consumption. Man, this dude sounds like the ultimate sourpuss.

These brand-loyal traditionalists like to buy tried-and-true styles at stores they’ve patronized for years. Wealthy Walter loves himself online retailers like Talbots and Nordstrom, but they don’t browse much. Walter normally does his shopping with a list, this persona type typically purchases a classic shirt or pair of slacks and then is gone.

While they’re admittedly tech-shy and own few consumer gadgets, they like cars that are equipped with all the latest options, especially new luxury sedans. He is rich! Do you really think he is going to be rolling around in a hoop dee?

For all his wealth, Walter is not really online very much. This persona is the least active online segments in the nation. Compared to the general population, they’re nearly 50 percent less likely to use Internet access in their home.

Those who do, however, lead inquisitive lives online- they go to sites that focus on business and finance, news and health, and sports and travel.

How can you engage Wealthy Walter?

Because Wealthy Walter is barely online, there are only a handful of ways to engage this persona.

And in this case one of the best ways to engage this persona is with an email campaign.

According to Norris’s numbers (nerd!), the Wealthy Walter persona goes online with a purpose- while they are online they check their email 82% of time (Experian Simmons data, bitches).

E-mail isn’t dead- in fact in this case, it’s very much alive and your biggest ally!

Stay tuned – the final two personas of Linkmas are coming your way on the iAcquire blog, and you don’t want to miss them!

Want to meet our previous personas? See who you want to invite to Christmas dinner after checking them out here:
DARKSOULSLAYER67 & Redneck Randy
Bougie Brandy & Just Jake
Wasteful Will & Social Suzi
Preggers Patty & Brody Bro

  • http://twitter.com/taxtorpedo Robert A. Kearse

    What makes the Internet so powerful is the inherent LEVERAGE available in the marketing situations you describe. Once you master the basic knowledge and techniques you can apply that mastery to millions of prospects.

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