Creating Target Personas to Match Your Affluent Buyers

Demographics 

Demographic information is the statistical characteristics of a person – age, gender, income level, etc. 

• Age: 48 
• Gender: Male 
• Marital Status: Married 
• Children: Two (ages 12 and 16) 
• Location: Westchester County, NY 
• Occupation: CFO 
• Income: $300,000+ annually 
• Education: MBA from an Ivy League university 

Psychographics 

Psychographic information includes the characteristics of individuals that describe their psychological attributes. It basically is used to understand why people behave the way they do. 

• Interests: Art, luxury travel, fine dining, wine collecting, philanthropy 
• Values: Quality, exclusivity, sustainability, craftsmanship 
• Lifestyle: Luxurious, hosts social gatherings, values aesthetics 
• Personality: Discerning, detail-oriented, status-conscious, cultured 

Behavioral Information 

Behavioral information refers to the data and insights about the actions, habits, and decision-making processes of individuals within a target audience. 

• Buying Habits: Prefers bespoke items, values personalized experiences 
• Brand Loyalty: High once trust is established 
• Preferred Channels: Direct mail, personal consultations, luxury magazines, social media 
• Online Behavior: Browses high-end design sites, subscribes to luxury content 

Goals and Challenges 

Goals are the desired outcomes or objectives that your individual wants to achieve. Challenges are the obstacles or difficulties that this individual might encounter in their pursuit of that goal. 

• Goals: Wants a beautiful home that impresses others 
• Challenges: Finding unique pieces, busy schedule, ensuring quality installation 

Motivations and Influences 

Motivations are the internal, underlying reasons or driving forces that compel a person to take action or make decisions. Influences are external factors or sources of information that impact the decision-making process. 

• Motivations: Desire to showcase success, passion for art.
• Influences: Recommendations from designers, luxury publications, social circle 

How to Use Target Personas  

Now that we’ve gone through a pretty comprehensive target persona, let’s talk about how you can use this information to sell more of what you sell.  

Target personas give you someone to talk to in your marketing. Rather than putting together a general Meta ad to promote your product or service, you can put together a meta ad aimed at JOHN.  

Think about the value in that when you have 3 or 4 target personas. What if you have a second persona – Mary – for this high-end sculpture and fountain business. What if Mary is  a retired woman in her 70’s who wants a relaxing, beautiful fountain in her backyard space that she can enjoy as she reads, gardens, and spends time with her grandchildren? Mary is VERY different from John, but they are both ideal customers for this business.  

Your ad targeting John is going to be completely different from your ad targeting Mary – John’s ad may feature a jet-set style guy, hosting a fancy soiree at his home, featuring guests oohing and ahhing at this beautiful sculpture. Mary’s ad, on the other hand, may feature a calm, serene setting showing a retired husband and wife enjoying their morning coffee and newspapers next to their fountain. Both target personas can dictate website landing pages, professional photography, even sales strategies and customer engagement.