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PMA's B2C buyer persona example

Build out your B2C buyer persona to find the key attributes of your buyers and customers.
Product Marketing Alliance
Using a make-belief travel company, here’s what you’re aiming for with your end result.
💡 Remember: the characteristics are interchangeable. Depending on what’s most relevant for your business, you may want to remove or add additional fields.

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Clear sample descriptions
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Name: John Doe
Attribute
Description
1
Bio
John is a sun-seeker and looks forward to his family summer vacation every year. With kids to fork out for, price is a sticking point and trawling through pages upon pages of deals definitely doesn’t appeal to him. He wants something that’s affordable, easy-to-find and totally trusted.
2
Personal details
Age: 35-55-years-old
Job: Accountant
Income: $90,000
Education: Bachelors
Location: Australia, New Zealand
3
Interests
John is a family man, has an avid passion for travel and goes on holiday every summer. He has been in the same job for a long time, works a standard 9-5, and would describe himself as active.
4
Goals
Continue annual holidays with his family
Travel further afield when his kids are grown up
Spend less time and money booking trips
5
Emotional drivers
John loves being able to spoil his family once a year and create lots of new memories. As long as it fits his budget though. He’s savvy with his money and gives himself a pat on the back when he bags a good deal.
6
Barriers
Going abroad with children gets expensive
Researching holidays can be time-consuming
He doesn’t know which booking sites should and shouldn’t be trusted
He doesn’t like the thought of long haul flights with his kids
7
Personality
Active
Analytical
Loyal
8
Motivators
Money
Simplicity
Trustworthiness
Family-friendly
9
Purchase path
John usually starts looking for summer vacations in January but pays attention to deals all-year-round. He does his research primarily online using comparison sites and never makes a purchase without reading reviews.
10
Communication preferences
John isn’t a social media man. He prefers to be contacted by email or post and isn’t a fan of videos, webinars or podcasts, either.
11
Messaging
When we speak to John, we must always elicit trust, focus on financial feasibility and share only deals that are family-friendly.
For example:
“Being a family man shouldn’t mean you miss out on awesome adventures and with our scorching hot deals, it doesn’t. Join 1,000s of other sun-seekers who save with us and bag yourself a summer bargain today.”
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