Always Rising to the Occasion

Trade Professional

Hard-working blue collar professional

Background:

Dedicated Daniel has chosen his path and sticks to what he knows. Dedicated Daniel lives for today and is somewhat of a rogue member of society. 

Demographics:

• Demographic could be male or female
• Ages 18 – 50
• Household income: $50,000/year – $100,000+/year
• Lives nearby in a small town, usually in transition 

Identifiers:

• These trade guys are money driven (move where the jobs are)
• They love their toys – guns, tools, equipment, motors, Copenhagen etc.
• Typically have a couple children
• They prefer to keep it simple

Goals:

• Fish and game records
• Made money
• Provide for family

Challenges:

• Industry fluctuation / job changes
• Financial stress
• Knowing when it’s the right decision
• Stepping outside their comfort zone personally and professionally 

How to Reach Dedicated Daniel:

It’s best to position yourself boldly and across multiple platforms. Dedicated Daniel is traditional with his values, yet adventurous with his social communication and recreational activities. He likes to be on top of trends and impress his peers. Make yourself easy to find on Google, re-target him like crazy, and remain relatable yet cool with your social media presence. There’s a fine line between conservative and edgy with this one.

Industry Buyers

Background:

These decision makers work with their material managers and existing suppliers, as well as new suppliers, coordinating and maintaining all internal supplier support functions.

Demographics:

• Demographic could skew male or female
• Ages 35 – 65
• Household income: $140,000+
• Live in an established family friendly neighborhood near a golf course

Identifiers:

• Married with children
• Bougie appearance (clothes, accessories, food and drink, etc)
• Well spoken, yet casual extrovert
• Dominant personality

Goals:

• Rising and staying at the top professionally 
• Leaving a legacy
• Setting children up for success

Challenges:

• Dual career/family pressures
• Personal insecurities
• Admitting defeat

How to Reach Enterprising Ethan:

Stay focused on quality and prestige with top brands and case studies. Results, relationships and quality are most important to them. They can be difficult to stay in front of, but because they are so organized, once you establish the relationship, expectations will be clear. Your job is to make their job easier. Take extra steps to impress them, it does not go unnoticed. Be sure all materials and access points are relevant, high-quality, and up-to-date. They are modern traditionalists when it comes to media habits, so all mainstream digital channels are appropriate. 

Affluent Capitalist

Background:

Well-off Wes is an executive that loves to work, but also loves his time off. He has a family and is well into his career. Well-off Wes is comfortable delegating, he is the boss after all. 

Demographics:

• Demographic could skew male or female
• Ages 35 – 65
• Household income: $240,000+
• Owns multiple residences and has a hunting lease 

Identifiers:

• Goes by “Wes”, his full name is all first names, Wesley Davis Ryan
• In appearance he is very masculine, a Texas version of an “all American”
• Wears Tecovas on the job site
• Exudes confidence, also has an understated humble side

Goals:

• Always improving business practices
• The best ROI both personally and professionally
• Make money

Challenges:

• Putting accomplishments in front of happiness
• Keeping a healthy lifestyle 
• Hippies, except for Willie Nelson
• Ensuring his children experience his same successes in life

How to Reach Well-off Wes:

Well-off Wes is conservative, yet he will surprise you sometimes. He’s spent much of his life committed to accomplishing all that is expected of him. The best way to reach him is through his peers and those he admires. If they’re doing it, he’s doing it. Without the influence of those close to him, you have to give the “why.” The moment he believes your product is valuable, he wants to learn more. He doesn’t have a lot of time, though. Be sure you are easily discoverable on search engines and that your branding is influential.