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Using the data sample for a UK Health Nutrition Store, identify the key segments -add screenshot to padlet 

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Using the data sample for a UK Health Nutrition Store, identify the key segments -add screenshot to padlet 

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•Males aged between 30 and 40 buy protein and energy boosters (red)

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•Females aged between 25 and 30 buy the herbal supplements (blue)

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•Females aged between 25 and 40 buy Vitamins (green)

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Create a funnel for your company, whether RACE or AIDA. 

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Create a funnel for your company, whether RACE or AIDA. 

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Identify the required actions at each stage, along with potential drop off points and tactics to negate each

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Identify all your customer touchpoints, both online and offline.

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Identify all your customer touchpoints, both online and offline.

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Using the data sample for a UK Health Nutrition Store, create a persona based on the following 

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Using the data sample for a UK Health Nutrition Store, create a persona based on the following 

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Males aged between 30 and 40 buy protein and energy boosters - THIS ONE

Females aged between 25 and 30 buy the herbal supplements - DONE BELOW

Females aged between 30 and 40 buy Vitamins - THIS ONE

(Data available via MyTMT)

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Identify which of the following belong to which category:

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Identify which of the following belong to which category:

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Age

Loyalty

Belief

Gender

City

Opinions

Platforms used

Times of the day a device is used

Religion

Income

•Geographic

•Demographic

•Psychographic

•Behavioural

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Think of the buying journey your buyer goes through

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Think of the buying journey your buyer goes through

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List all the stages of the buying journey and explain what that journey looks like (from trigger to post-purchase)

Include the channels they may go through such as Google Search, Website, Print Advertising

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When a customer considers your product/service, what criteria are they comparing them against?

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Does your product/service satisfy a need/want?

How is it triggered?

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At the end of the training you will be able to:

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At the end of the training you will be able to:

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Understand the customer buying process

•Understand the influences on the customer decision-making process

•Understand the differences between B2C and B2B buyer behaviour

•Understand the customer journey, including offline and digital touchpoints, and how to engage customers at different stages of their journey

•How to create customer personas

How to segment audiences for targeting

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How To Create a Persona in Five Steps | Figma

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Learn how to create a persona in this step-by-step guide, including a persona template and example user personas for reference.

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Using the example, create an empathy map for your customer persona (ONE ONLY) - example below

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Using the example, create an empathy map for your customer persona (ONE ONLY) - example below

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Tasks: What tasks are users trying to complete? What questions do they need answered?

Influences: What people, things or places may influence how the user acts?

Feelings: How is the user feeling about the experience? What really matters to them?

Pain Points: What pain points might the user be experiencing?

Overall Goal: What is the user’s ultimate goal? What are they trying to achieve?

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Open Banking Expo events:

Satisfy 'wants'.

Triggered through marketing communications via the events company and the pressure to network + expand their business/knowledge from the finance/technology industry.

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Yes, in terms of need - Our events are based on how to grow or start your business and some need this help and need products of services from exhibitors to be successful in their business.

It is triggered by the fact that it is free so it is more emphasis on how we are trying to help and support small businesses and entrepreneurs.

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Our product (event) satisfies the wants of our attendees, as their 'want' to grow their business, network, and develop their knowledge.

it is triggered by the accessibility and avid personalised promotional methods

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My company satisfies both needs and wants.

Need- potentially needs garden security.

Wants - premium gates as an entrance to the customers house, elaborate garden structures. Aren't a necessity but a luxury good.

Triggered through marketing techniques (email, website, google ads)

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When customers are considering our event service, they'll be comparing the event to competitor events as well as our previous events, mainly comparing statistics (number of features) as well as the exhibitors and speakers we would have in comparison to competitors

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competitor events

statistics

our partners/keynotes

where it is located

reviews

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Other events companies who operate within the same/similar industries

Possibly other concepts of transactional methods that aren't open banking (eg. VISA/Mastercard payments, cash payments, cryptocurrency).

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When a customer considers our products, they'll be looking at reviews, different advantages of each material used, delivery time, if sizing/measurements suit their needs

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Example of one of the ways triggers would be an email campaign:

depending on how the email looks and whether it has come through as spam can determine clicking on it.

if they decide to click on it they then may not want to click a link through an email so they go to our website to gain more information on the show this year and previous shows

from the email and info search they gather the info needed and whether that applies to them - (we send emails to our target audience so most should be SMBs or entrepreneurs etc) and therefore realise this could be a need for them as they have come to a stop in their successful business and unsure why so they need this help

it helps the decision that it is free however retention is important so having as much information provided on our websites during the info search page is important in helping make the decision

post purchase - when they attend the event just making sure that everything they have read and the info they gathered aligns when they attend the event so they have a positive experience overall and attend other shows or the next year

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1. wants (networking, brand exposure, opportunity to expand knowledge) are triggered via marketing targeted at fintech industry (eg. email campaigns, social media advertising).

2. may evaluate/compare OBE against similar events through research (eg. internet, word of mouth).

3. will then make a decision to attend OBE and purchase tickets or will revert back to previous stage to conduct further research if the consumer still doesn't feel informed enoguh.

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Trigger - Email with a discount code, showing new products

Need Recognition - Customer goes in need of garden gate for security, or a pergola for entertaining in summer. Wants to elevate outdoor space.

Using email link or recommendations from friends/family, customer searches online for what they need, potentially landing on our website.

Evaluation of Alternatives - Website shows different options of each product (different sizing, materials, styles). Website has buying guides and blog posts relating to each product that could help customer evaluate against their needs/wants. Also has option to live chat with our sales team to solve any queries/questions customer may have with such a high, value purchase.

Customer may loop around a few times with high - value purchase before making decision.

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age -d

loyalty - p

belief-p

gender - d

city - g

opinion - p

platform - b

time of day - b

religion - d

income - d

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G - city

D - gender, religion, income, age, income

P - belief, opinions

B - platforms used, time of day, loyalty

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Geographic

-City

Demographic

-Age

-Gender

-Religion

-Income

-belief

Psychographic

-Opinions

Behavioural

-loyalty

-Platforms used

-Times of day

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Geographic: city

Demographic: age, gender, income, religion

Psychographic: loyalty, belief, opinion

Behavioural: platform, device usage

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I just realised I missed a red segment at the bottom oops

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Occupation : Stay at home mum

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Occupation: Administrator (fitness is very much a hobby for him)

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Online - social mediaplatforms, email marketing campaigns, website, paid ads, search engine, content marketing, reviews

Offline - direct post, sponsorships and partners, events

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Online

-SERP's

-PPC

-Social Media

-Content marketing

-reviews and ratings platforms

-website

-email marketing campaigns

-Display Advertising

Offline

-Print advertising (brochures in builders merchants)

-Events & trade shows

-partnerships

-word-of-mouth referalls

-outdoor advertising (branded delivery vans)

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Online:

SERPS

Social media

Content marketing

Websites

Forums/communities

Review pages

Email campaigns

Offline:

Events/trade shows

Word of mouth

Sponsorships/partnerships

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Online:

PPC

social media

content

website

reviews

emails

Offline:

print

outdoor ads

direct mail

events

word of mouth

sponsorships and partnerships

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RACE

Reach - Drive awareness in other businesses that have similar values/aligned products. Work out who the business would best collaborate with for which product.

Act - Speak to the sales team at other branch, get the people who make the decisions on board with your sell.

Convert - Create tangible marketing materials specialised to their company. Build up strong relationships with other branch, highlighting importance of partnership and the benefits that synergising audiences would have for their revenue.

Engage - Maintain positive collaborative (not competitive) partnership for future sales and keep costs down.

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