Personas are fictional characters that represent different types of customers or users. They provide details that allow companies to understand customer goals, desires, and limitations to guide product design and marketing messages. This document introduces "Maintenance Mike" as an example persona, describing him as a 45-65 year old maintenance mechanic focused on completing work orders efficiently to earn a promotion. His goals are job security, recognition from his work, and keeping up with new technologies, but he is hesitant to change established processes. He prefers phone and email communication over online research when making purchases.

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?
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3. Marketing personas are not a single user
Representation of the goals and behaviors of a
hypothesized group of users
What Personas are NOT
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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
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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