While Santa preps his sleigh for his big night, trees are trimmed, dreidel is played (despite that Hanukkah’s over, you can never have enough gelt) and the NHL continues to make us watch even more Tim Tebow updates rather than hockey fights on SportsCenter (stupid lockout), we’ve continued to conduct the research and create the insights you need to get the most out of your holiday season!
Today we’re stuffing your stockings with two more of the 12 personas of Linkmas!
Persona #7: Preggers Patty
Who is Preggers Patty?
Preggers Patty is a little unique, and no I’m not referring to the fact she is pregnant. What I am referring to is their online behavior. Young parents online behavior morphs into a more family oriented nature. So in plain English, they became a little boring. Blame it on the kids!
They focus more on their budgets, which leads them to search auction websites (I was trying to be fair by saying “auction websites” but everyone knows I mean Ebay) for good deals on children’s toys and sports equipment that other families have outgrown.
They often go online to look for recipes, houses, play games, read blogs and participate in contests. They love to visit social media sites such as Facebook. Duh, of course they do! where else would they post all those baby pics?!
While most of us (mainly me) may view this persona as boring, they do a lot to try to stay in touch with all the latest trends.
They’re also a strong market for TV entertainment, however they consume almost all that content via the internet, visiting websites like Comedy Central, Spike and MTV. They’re music fans who tune into internet radio stations that play a range of loud rock, from hard rock to classic rock. They just want to be that cool mom/dad.
How can you engage Preggers Patty?
An interesting piece of data Norris found in his research is that this persona is usually relative newcomers in their neighborhoods. This means that they have little interaction with their communities, except their virtual communities online.
In other words: Preggers Patty is one of your biggest audiences. They are online a LOT, which I suppose is acceptable considering they have to deal with being a new parent- what else is there to do at 3 am on a Tuesday when the baby is up crying?
This persona is easily targeted and success rates are high with engaging content regarding topics they are interested in.
The best kind of content to use to engage Preggers Patty is video content – remember, this persona wants their MTV, Comedy Central, etc. Create content that is appropriate for their age but is designed to make them feel young and on top the trends.
Persona #8: Brody Bro
Who is Brody Bro?
The Jersey Shore persona… You won’t find a lot of upscale shopaholics among the Brody Bros across America, but you will definitely find a lot of hair gel.
And while they talk about their fondness for technology, they’re only moderate buyers of most audio and video gadgets. They have no time to really worry about the new Samsung Galaxy S4, its all about G.T.L.
They buy new vehicles based on looks and styling, but they generally drive around in mid-range sedans, vans and subcompacts. Their one consolation to status is their preference for imported over domestic makes.
Brody Bro is online regularly but mostly to chat, read message boards and check out jobs. They also show tendencies to access news & media sites, portal pages and sports pages.
How can you engage Brody Bro?
You don’t have to add Ed Hardy-esque tigers fighting dragons to your marketing plan to get the attention of Brody Bro (thank god for us all).
Although they visit only a few popular websites, they’re accessing the internet for entertainment, by downloading music and videos as well as listening to Internet radio stations.
This means that they’re incredibly receptive to entertainment-focused or even comedy video content. This is a bonus for you – since they’ll often share entertaining content with their bros.
Since this persona is all about getting “top shelf” for less, focus on product comparisons to showcase exactly how this persona can get the most for their money. Providing Brody Bro with bragging rights is always a great way to get this persona to buy into your brand – and actually buy your product.
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