In Campaigns, Content, Digital Advice, Digital Marketing, Digital News, Social Media by Steve Harvey-Franklin


The grumpy persona: how you can put the ho-no-no in your marketing

Here’s a fact – the average human being will hear Mariah Carey’s All I Want for Christmas is You 1,324 times between the 1st and 25th December.

If that complete lie (FAKE NEWS) was enough to make you sigh like a conservative father witnessing their daughter’s new back tattoo, then we’ve got news for you – even Scrooges are a valid marketing segment at Christmastime.

While not as heavily catered for as yuletide enthusiasts, a variety of brands have always tried to capture the more cantankerous side of the festive season – and some have enjoyed remarkable success.

It might seem counterintuitive but creating a marketing strategy for Christmas grumps could be a perfect way to reach an untapped demographic.

So let’s do what Maratopia are great at to get you started – creating a persona to help target your marketing efforts.

What’s the archetype?

Why do you need a persona? In simple terms to make sure that your overall web strategy is being aimed at the right people.

Our first port of call when we create a persona is to come up with a series of vital statistics for your Christmas grump.

Usually we’ll formulate this during a Persona Session, in which we’ll come to your office and figure out the customer demographics you should be targeting.

We’d most likely figure out:

  • Their age
  • Gender
  • Hobbies or interests
  • Preferred device (do they prefer using a laptop or a mobile, for example?)


What we’re looking for can, however, change depending on the kind of business you are. B2Bs may focus more on job occupations instead of hobbies.

Why do we do this? To ensure that we’re pitching content at the perfect audience, and putting it in the right place.

Content ideation

Once we’ve undergone a Persona Session with you, our content team begin a series of Ideation Sessions aimed specifically at your big bundle of Christmas misery.

To make sure these ideas are finely tuned to fit your demographic, our content developers will use the document created during your Persona Session to inform them.

Off the top of our team’s head, the Scrooge you’re trying to sell to would enjoy a dash of cynical humour with their festive ads.

The Irn-Bru ad we covered in one of our previous Christmas blogs could strike the perfect pitch between winsome nostalgia and dark humour.

Social media use

You could write amazing and fully optimised content, but it’s of no use if you don’t place it on the right social media channels.

If you’ve already figured out the age of your Christmas grump (and by this stage you should have), check out this infographic on age and social media use:

Social-Times-1How many people use social media?And Who are these People?InstgramWhat Types Of Content Drive The Most EngagementThe Best Times To Post To Social MediaLinkedIn-Best-DaysSnapchat Best TimesStep Up your Social Media Strategy

These stages don’t cover everything you’d need for a perfect humbug loving content marketing strategy, but they will give you a great start.

To find out more about how we create personas, get in touch with a member of our team on 01484 443322.

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