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Use insight and create user personas to put your customers' needs at the heart of your CRM. Chris Moody, Head of Insights & Data Strategy, The Real Adventure For more information, please contact: Simon Brace, New Business Director The Real Adventure T: 0117 244 0800 E: [email protected]
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A Creston Communications company
It’s about people, stupid
Why brands need to think more personally to connect with their customersChris Moody@ChrisRHE
Head of Insights & Data Strategy
We are more than the sum of our parts
Human beings are complex, irrational beasts
Lies, damned lies and statistics
[NAME OF SEGMENT] are more likely to research and buy products on their mobile”
“
12% agree / Index 117
Don’t think about your audience.Think about your users.
Who will want to use it and what for? How are you helping them to get what they want?
Looks aren’t everything
A Creston Communications company
Real Personas
Aptaclub• Bring context to the lives
of Aptaclub mums!• Elise will get comms from
multiple baby clubs in multiple channels!
• Different personas with different needs & concerns at different stages of the journey!
• Different relationship with our brand and services at different stages
Jane, 30, found out that she was pregnant a few weeks ago. Struggling to hide her morning sickness from colleagues at her finance firm, Jane has looked at some baby club websites, but is reluctant to join one until she's had her 12 week scan and
Not yet willing to join a baby club, so we need to offer her a service outside of ‘club’
Opportunities
Jane is in the first stages of finding trustworthy sources of information and partners to support her pregnancy. We need to make an impact with her as early as possible to ensure that we become one of her ‘go-to’ partners going forward
Yet to form loyalty to any particular brand or service, so is likely to quickly forget about us if she feels she gets a better service elsewhere
Challenges
the pregnancy is more ‘official’. For now, she is eagerly gathering information using apps, books and websites. Jane uses her smartphone and home laptop to look at pregnancy information in private, sharing key details with her partner.
“Every day I get more paranoid about having a
miscarriage”
• Alleviation of her anxieties around miscarriage and what and what isn't safe for her to do
• Reassurance and support • That she is not alone - other people are going
through similar experiences • Her privacy is respected • Trust: our information is reliable and we aren't just
focussed on marketing to her
• Information on what's currently happening in her pregnancy, and how her baby is developing
• Tips from other mums for dealing with morning sickness
• Expert advice on what she should eat and drink, information on upcoming scans
i
i
Behaviours & motivators
EAGER TO LEARN
ISOLATED (IT’S A
SECRET)
KEENLY AWAITING NEXT HCP CONTACT HUNGRY FOR
INFORMATION
MOBILE IS PRIMARY DEVICE
NEEDS PRIVACY
NEW WEIGHT OF RESPONSIBILITY
i
Practical needs Emotional needs
Jane
8 weeks pregnant 30 YEARS OLD
Focus on CARERS (concerned daughters)!Susan is mobile…!…juggling thinking about her mum with everything else she needs to do!…wants ‘permission’ to speak to her mum about this
NHS Choices
A Creston Communications company
Real People First