Twinkie Buyer Persona

Now that we have narrowed down who buys a Twinkie in an "I am" statement, we can also express this data along with additional information in a statement called a "buyer persona."  A buyer persona is basically a template that explains who it is you are trying to target your marketing efforts towards.

According to the Simmons data, the average Twinkie buyer in the United States is a Caucasian female between the ages of 45 and 54.  In addition, they are much more likely to live in the Mid-West United States or the Pacific Coast.  The majority of Twinkie buyers are high school graduates and are either full time college students or hold a full time blue-collar job.  For those Twinkie buyers who work full time, the average salary is under $30,000/year.  A Twinkie buyer is also more likely to live in a home with more children who are under sixteen years of age.  From a political perspective, Twinkie buyers tend to take the middle-of-the-road stance.  Many Twinkie buyers are often on the go, so they rarely have time to bake desserts of their own.  In this case, Twinkies are the perfect substitute to feed younger kids.  For entertainment, 22% of Twinkie buyers find an interest in the National Football League which could directly correlate to the higher amount of free time on the weekends when football is generally broadcast.  The average Twinkie buyer does not have much interest in NASCAR, Rodeo, or Professional Wrestling.

The sports/entertainment data used in this buyer persona is presented in the following cross tabulation:

Through the Simmons database, there are countless fields that have data regarding buyers of Twinkies that you could also incorporate into the buyer persona or "I am" statement including what kind of books they like to read, what movie genre they prefer, and what types of TV shows they usually watch.  Buyer personas can be extremely helpful to marketers because it provides them with the information regarding exactly who they want to target their ad campaigns towards.