Meet the Moms: Lindsey The Purist and Abby The Climber

The past two weeks, we’ve been talking about Modes, and about marketing to the vast Millennial Outdoor Moms target.

So far, we’ve:

  • Defined modes as patterns of thought and behavior that people get into to get a job done.
  • Shown you how understanding modes can help you create better marketing, and
  • Highlighted how considering mode can help you reach the two most common “mom types” with messages that will engage and convert them.

In this post, we’re introducing two new Outdoor Mom personas—The Purist and The Climber. These Outdoor Moms might look very different if you only consider demographics: They have different experience levels, kids in different stages and varied income levels.

Despite these differences, however, their modes are similar. So, by targeting mode rather than their demographic profile, in the right moment information targeted to one will likely appeal to them both.

The Scenario
To bring these ideas to life, we’re introducing the personas of five Outdoor Moms and highlighting how these women might think about their purchases in the following scenario:

1) These moms have decided they’re going on a camping trip with the kids, and 2) they know that they need a pack for that trip.

Lindsey the Purist

If asked to picture a “typical” Outdoor Mom, you’d probably imagine Lindsey: At 15% of the Outdoor Mom population, she’s an experienced outdoors-lover who knows what she’s doing out in nature.

Lindsey doesn’t view spending time outdoors as a hobby—to her, time in nature is sacred. It’s an integral part of her identity, and the identity of her whole family.

Lindsey’s kids: Are in grade school or older.

Her outdoor experience: Is extensive; she pushes herself—and her kids—hard, usually in traditional outdoor pursuits like hiking, kayaking, and camping.

To make decisions: Lindsey expects gear that can stand up to whatever she throws at it. She’ll look for specific details that that prove performance: first from her friends, and second from trusted brands or resources she respects.

Why is she taking the kids outside? The outdoors is Lindsey’s cathedral, and she wants them to share in it too.

What does Lindsey’s outdoor activity with the family look like? It’s high intensity fun for grown-ups and kids alike. Lindsey isn’t just bringing the kids along for the ride: They’re co-adventurers, full partners who join her in whatever she takes on outside.

Her equipment needs: Lindsey (like Abby, who we’ll meet in a moment) views her equipment as a tool she needs to have peak experiences. She has high expectations for whatever gear she buys, and she expects her gear to be as tough as she is.

Mode: Planning

When Lindsey decides to buy, she’ll check with sources she knows first—her favorite brands, her friends who have experience with the equipment. Because she’s experienced, she wants to understand the specifics of how a product will allow her to maximize her enjoyment, and minimize any problems she could encounter. Details matter.

Your brand should:

  • Present your product in her social realm with promoted Facebook posts highlighting superior performance.
  • Allow her to find the specific details she cares about on your website and social channels, with charts and feature-comparison tools

 

Mode: Prepping

Prepping for the trip means Lindsey is getting ready to do some of her favorite things. Messages that help build on her excitement will make waiting for the adventure more fun.

Your brand should:

  • Show the product at the pinnacle of use, either visually (on a channel like YouTube or Instagram), or in text (with paid reviews or blog posts that showcase outdoorspeople).
  • Remind her of how your product will help minimize any possible problems with e-mails or articles highlighting ways to enjoy the journey.

 

Mode: Packing

She values expertise from her friends, so your brand can encourage her to share her insights and observations.

Your brand should:

  • Encourage her to share her experiences in social media (and tag your brand!), and to review your gear on her favorite outdoors-related websites.

 

Abby the Climber

Abby is a new to being Outdoor Mom. She’s the youngest persona in our research, and represents 16% of our audience. At first glance, Abby seems to have little in common with the Purist Lindsey—she’s younger (and she has younger kids), has less experience in the outdoors, and has less cash to spend.

But the two share a view of their gear as a tool: Like Lindsey, Abby wants to know she’s getting quality. Her objectives are a little different—she wants to look the part, and to know that her gear can stand the test of time as her activities evolve.

As a result, the two share an interest in details about the performance of their equipment.

Abby’s kids: Are young—babies, toddlers.

Her outdoor experience: Abby’s an outdoors newbie, but she’s interested in growing and creating new family traditions outside.

To make decisions: Abby talks to friends and family about her decisions, and she’ll ask for advice on social media. She looks for messages that reflect her, so showing more diverse, younger families outdoors, will especially resonate. (A discount will go a long way, too.)

Why is she taking the kids outside? Abby views the outdoors as a training ground—a place to conquer new challenges, and grow with her family.

What does Abby’s outdoor activity with the family look like? Abby’s willing to push herself—but she isn’t quite as intense with her kids as Lindsey.

Her equipment needs: Abby’s value driven—and she wants the best quality. Which means getting gear that will do the job she needs to get done now, while setting her up to grow into new adventures later.

Mode: Planning

Abby’s one of the busiest Mom segments, working hard to manage her job, family, and finances, so information should be served quickly, and be straightforward and easy to navigate.

Your brand should:

  • Show her why the details of your product matter with aspirational (but quick!) stories that feature people like Abby using it (younger, more diverse).

Mode: Prepping

A busy Mom like Abby will appreciate information that makes getting ready for her trip easier and re-focuses her enthusiasm for the adventure. Tips from others on having fun while exploring will help keep her enthusiasm high.

Your brand should:

  • Provide instructional details in inspiring formats, like a Facebook live video from an beautiful location with beginner camping tips.

Mode: Packing

She values expertise from her friends, so your brand can encourage her to share her insights and observations.

Your brand should:

  • Encourage her to share her experiences in social media (and tag your brand!), and to review your gear on her favorite outdoors-related websites.

 
Next Up: Meet the Rebel.

Want to talk to us about how modes can help your marketing? Give us a call at 907-865-9547 or email codie.costello@spawnak.com with your questions.