Interloc presentation for Austin Hubspot Users Group.

1. Personas
Stacey Miller, Interloc Solutions

2. Fictional Characters
Represent different Buyers/Users
Provide enough detail so that you can create effective marketing
messages
Allow you to:
 Consider the goals, desires and limitations of your customers.
 Guide decisions about a service, product, interaction, feature, and visual design of a
website.
What are Personas?
6/27/2013 2www.interlocsolutions.com

3. Marketing personas are not a single user
Representation of the goals and behaviors of a
hypothesized group of users
What Personas are NOT
www.interlocsolutions.com6/27/2013 3

4. Maintenance Mike
 General overview of the buyer persona with important
information broken down in to different categories.
 Content broken down in to easy to digest sections.
• who they are
• what they are trying to accomplish
• what goals drive their behavior
• how they think
• how they buy
• why they make buying decisions
• where they buy
• when they decide to buy
 Photo of the fictional character which helps to strengthen the
persona.
Let’s go through a Persona

5. Maintenance Mike
www.interlocsolutions.com6/27/2013 5
Personal Background
• Age: 45 – 65
• Married with grown kids, grandkids
• Education: Trade School, Associate
degree
Role: Maintenance
Mechanic
Job measured: Work orders completed,
productivity, safety, efficiency
Skills required: Mechanical skills ,
Industry specific
Reports to: Facilities manager
Doesn’t manage
Goals and Challenges
Success means wrench time is over
50%, backlog is cleared, raise, and
promotion
Values most: Security, family,
recognition
Biggest challenges: New technology,
evolving processes
Biggest objection: New processes, bulky
equipment, looking dumb, “that’s not the
way we have always done it”
Shopping and Industry
News Preferences
Preferred communications: email,
telephone
Use internet for buying: Little, prefers
person to person interaction,
recommendations
Industry publications: Specific
Mechanical magazines
Industry Associations: Maintenance
Workers
Social Networking: None