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For this psychotype, the house is very important as a symbol of stability and family well-being. Traditionalists work to ensure it. When making a purchase decision, they will check the price and reviews a hundred times.
Main characteristics
Key needs: stability, accumulation, retention, predictability.
Manner of perception: advertising facts, generally accepted traditions, commitment to the opinion of society.
How it comprehends: pseudo-logic, doubt.
How he makes a decision: reluctantly, with an eye to social norms and social confirmation.
The basic strategy of the Traditionalists is retention, accumulation, control. The values that will prevail for this audience are safety, traditions, conservatism. Of particular importance to them are family relationships, mutual understanding with spouses and children, and their education in accordance with traditional upbringing. They are not prone to thoughtless spending of money and spontaneously going beyond the family budget. They love stability and get a little lost when something goes wrong in their life, for example, an unexpected dismissal. It is important for them that everything has its own order of things, and they do not mind putting up with bureaucracy.
Traditionalists do not make a cult out of the process of eating. Cooking is neither a hobby, nor a relaxation, nor a pleasure for them. It’s more of a household chore that doesn’t cause rejection, but doesn’t bring much pleasure either. Representatives of this psychotype derive satisfaction not from the process of cooking, but from the fact that they were able to please the taste preferences of all family members.
Traditionalists are risk averse. They will say no to all innovations. Any new product or service requires excessive effort to develop it. Therefore, this target audience does not like change, preferring to save energy by performing familiar actions with familiar goods.
Suitable Design for Traditionalists
This group of consumers does not have any distinct individual characteristics. They do not welcome innovations and things that stand out from the general background, questioning them. Only when products or services that have been validated by Hedonists, Independents and Aesthetes and are already well established in the market will Traditionalists be able to trust and start buying.
No worse than others - a good slogan that suits them.
“As good as anyone else” is a good slogan that suits them. Traditionalists make decisions based on social norms and popular facts, even if they are not scientifically proven. They won't wear super fashionable shoes if most people don't already wear them. Extravagance is not their strong point, they simply do not know how to interact with this type of product. At the same time, they also want to look high-status in the eyes of society, but for less money, so they are satisfied with pseudo-elite products that may have a beautiful wrapper, but are a little inferior in quality or their high price will be clear at first glance.
Designing for Traditionalists requires the use of generalized “facts” and figures. Sometimes these can even be traditional motifs or patriotic attributes. A style with a claim to premium status and straightforward illustrations are also welcome. Flashy headlines, large logos, the use of multiple font pairs and a simple message are suitable.
Placements
This category of consumers is the largest of all those represented. Advertising communication with representatives of this audience often occurs on TV, public transport, supermarkets, and on social networks (Odnoklassniki, VKontakte). They are regulars at children's entertainment centers, food courts, and cinemas, so it is best to place advertising media for them near and inside these establishments. “Product placement” is very effective for this audience. This communication involves placing products of a certain brand in films, games or books. Since one of the main platforms for Traditionalists is television, this advertisement will be effective.
Product placement example
This shot is a prime example of advertising for Traditionalists in all respects. Firstly, the film “The Irony of Fate” itself, even if it is a remake, is a continuation of the well-known New Year’s story, which almost every traditional family watches on New Year’s Eve while preparing Olivier. Secondly, the heroine herself is a clear representative of this psychotype: not bright makeup, no unusual jewelry, modest dress. And thirdly, let's pay attention to the table: grandma's crystal bowl with sugar, bread in a plastic basket a la Fix Price, New Year's bag, tinsel on the wall and of course Calve mayonnaise, which in this case is the object of product placement oriented towards the Traditionalist psychotype.
Features of communication
In advertising communications with this psychotype, companies often focus on profitable purchases and saving money. Phrases such as “50% Discount”, “BUY..., WIN...”, “Get FREE” attract them. Traditionalists make decisions based on the provided facts of superficial benefits, often compare prices and are very scrupulous about choice. Using simple language that is understandable to this audience, everyday proverbial phrases, makes advertising more attractive to them.
This consumer will buy a product only if 3 neighbors simultaneously said to him “yes, I tried it, great product.” It is this audience that is the target clients of the mass market, they are the ones who form a positive public opinion about the brand. You need to approach such a client with tasty numbers and big names: “I worked with Gazprom, now I offer my services to you,” “All my 1000 clients were satisfied, look at their reviews,” “99% percent of buyers recognized my product as the best.” Family is an important aspect in the life of a Traditionalist. Marketing often uses family values to connect with this consumer.
Example of Beeline family advertising
In an advertisement for the mobile operator Beeline, we see how the brand uses this technique well, where the main characters are an average happy family. In addition, advertising posters are crammed with slogans, where words appear unlimited and endless. There are companies that create their product only for one category of audience, for example, for the Independent psychotype. In the case of the Beeline company, among their advertising you can find materials for both Hedonists and Traditionalists. It all depends on which audience has the greatest need, where there may be subsidence at the time of launching an advertising campaign.
When building communication with Traditionalists, one must focus on consistency, reliability and traditions. The content of advertisements must be instructive and decent. It should appeal to emotions that motivate purchase, moral principles and patriotic feelings. Provocative or black PR technologies will not work.
Conclusion
There are a number of basic criteria by which you can build correct communication with Traditionalists:
Visual: advertising facts and figures that grab headlines.
Images: clear, accepted by society, understandable and simple.
Locations: public transport, television, social networks (Odnoklassniki, VK), billboards, shopping centers.
Irritants: everything unexpected, new and unusual, deviation from the rules, complex concepts that are not immediately clear.
