Peacocks Buyer Persona
If you are looking for self-confident and prominent segment from the youth as your buyer persona, then most probably you are in the right place. In this blogpost we discuss Peacock buyer persona and provide insights about them. Let’s start our journey by talking about their personality and lifestyle.
Peacocks are self-centered, young people. They like to emphasize their presence, their bright personality. They are constantly looking for new ways and methods on how to stand out from the people surrounding them. Peacocks are constantly trying to acquire new things, which will emphasize that they are the best, sexy and rich. They often look for new friends, a new environment where they can consider themselves as leaders. They always follow the trends of the given period, try to be the leader of that trend. For example, to be a successful businessman, sportsman or a rapper.
Personality & Emotions
Peacocks are young and self-centered people aged 18-32. They do everything to stand out, to be distinguished by their appearance, bright personality. Peacocks want to be perceived as highly confident individuals, it’s part of their attractiveness to other people. Most of them would like to start their own business one day. However, it can also be noted that the Peacocks have a major strain on them. This is due to the fact that they are very ambitious, they are so constantly focused on standing out that it becomes a big point of tension for them.
Thus, sometimes their self-confidence is more artificial than deep inner instinct. Peacocks follow their well-organized daily routine. They consider themselves “stubborn” and say that if you don’t succeed, you should keep trying. They can’t admit their failure, they will probably find some external cause than admit personal mistakes. Because success is so important for them, they choose certain skills, mastering them in order to be surrounded by leaders and file on their individuality.
For example, they do sports intensively, or they learn to dance very well so that they can feel the best during the events. They are very sensitive to their own person / status. They take criticism very seriously, they are hostile to their critics. Criticism is accepted only by successful people.
Education and Career
Peacocks want to reach the peak of their careers, where they will get the status and position of their dreams. It’s very important for them to lead. They need followers to establish their position in society. Peacocks generally have above-average education. They say one should continue to learn new things throughout life. This reflects their need to stand out from the crowd.
They consider knowledge and experience as useful tools to achieve new heights. Only a small fraction of Peacock people say that they are satisfied with the state education system. In some respects they are quite modern young people, they consider the education system non-modern. It’s a very competitive market environment, they need a well-functioning education system so that they can achieve success.
Money is an important asset for Peacocks. It’s a symbol of success, something they believe other people are noticing. Half of them say that they are fighting for a high salary, increasing the amount of money they have, which will make them able to stand out from the crowd. They love the symbols of success and will buy them, but sometimes at a discount, so that they can actually afford it.
Shopping Attitude
Peacocks should stand out, therefore they are very active in shopping, constantly updating their wardrobe. They like to touch and see when buying the product, they don’t like online shopping. They acquire brands that stand out and suit their individuality. What they wear is in bright colors and stylish.
Most of them think that famous brands are better, they do their best to just buy them. Because Peacock people aren’t the best in terms of income, they are often looking for good deals where they can get what they want at a reduced price. They won’t be satisfied with less. Most Peacocks say that they only shop for good quality, this is important for them to remain leaders around people.
It’s worth using the Offline platform when targeting this customer. Although they are active in social media, they are lazy and don’t like to learn more skills. For example, instead of ordering shoes from Amazon cheaper they prefer to go and buy that shoe several times more expensive from the boutique and show that they are traded. But at the same time they are rich, they don’t need to save.
During the negotiations, they want to be a leader, to talk a lot, to prove to you that they are smarter. You have to show them that you are the master of your craft, in that way they will just long for you, because they like strong leaders.
Peacocks are mainly attracted by RULER, OUTLAW, EXPLORER, HERO, LOVER, SAGE archetype brands. JESTER, EVERYMAN, CAREGIVER, MAGICIAN brands aren’t so interesting for them.
If you are not aware of brand archetypes, you can read more HERE.
Let’s bring examples of some brands that they prefer and9 are considered loyal buyers of those brands:
Dolce and Gabbana; BMW; ARMANI; Dodge Challenger; Durex.
So, what is the reason that Peacocks like and use the above-mentioned brands? These are mainly Ruler, Outlaw or Lover archetype brands, which with their messaging and promises fully correspond to Peacocks’ motivations and preferences.
For example, let’s take a look at a brief description of Durex brand personality to better understand what it’s all about. What is the archetype of the Durex brand? It’s clear that the archetype of this brand is Lover, but this brand has taken the 2nd level of the Lover archetype, which promises not romantism, but promises sex with the slogan “love sex Durex”. It’s clear from this promise that the main target of Durex are the guys whose sex life is very active, and the people of such a segment are Peacocks.
Let’s talk about Dolce & Gabbana. This brand is considered as Outlaw. It’s promise is “It’s not what you wear, but how you wear it”. With this slogan the brand wants to say it’s the best choice for Peacocks to stand out from everyone and show them their abilities. And this really works.
I suggest watching one of Dolce and Gabbana’s campaigns, which very well describes its intention to target Peacocks.
Their main fear is the lack of self-confidence, that’s why they do everything to wear clothes which give them extra self-confidence, to be sure that they are the best, the sexiest among the people.
Famous Peacocks: Kanye West, Mila Kunis
The full information about Peacocks can be found in the electronic version of the “16 Personalities” creative work book developed by The Social Grabber team, the link is placed below. In the book you will find how to attract Peacocks. What are the characteristics of their consumer behavior?
How to use those insights to engage them in your advertising campaigns? Let me tell you that the book “16 Personalities” describes the detailed revelations of all the secrets that will significantly change the previous perception of every Businessman, Marketer or Startup about BUYER PERSONA.
