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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)

•

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

•

•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 + complete Quiz 2.1

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Think of the buying journey your buyer goes through + complete Quiz 2.1

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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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What have you been up too since our last session (describe what marketing activities you been working on in the workplace etc)

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What have you been up too since our last session (describe what marketing activities you been working on in the workplace etc)

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What is your biggest takeaway from this session?

# data[].attributes.subject
What is your biggest takeaway from this session?

# data[].attributes.body
Attended a work conference for Housing

Making a Content Strategy / Calendar

Canva for Work Course

HubSpot Courses

# data[].attributes.body
We have re-launched out Tiktok account so I have been creating content to have on drafts ready to post.

Instagram Summer Campaign campaign as well as revamping visuals like profile picture, pinned content and highlights.

SS26 Clothing Brochure.

Emailing with affiliates organising tent loans for content.

# data[].attributes.body
I have started doing Friday and Monday reporting.

Digital Advertising course on HubSpot

Updating Roadmaps with spend and Budgets

Updated ad copy with new campaigns

# data[].attributes.body
Designed some new logos

Started planning our F1 campaign (LinkedIn, leaflets and tradeshow)

Started looking into SEO and HubSpot's SEO course

Started a filmmaking and content creation course for an upcoming campaign

Completed the Canva for Work beginners course

Started a lead generation course

# data[].attributes.body
The service we provide give clients a seamless way to advertise their products and services.

The want is the expertise the company has in paid search, paid social and programmatic that the client wont have.

The need of the client is to sell their product or service and have as many people seeing or making a purchase so they have a ROI.

It is triggered by clients having a campaign they want to advertised

# data[].attributes.body
Writing blogs

Creating Linkedin posts

Creating Internal Products

Optimising products through SEO research

Drafting Case Studies

Using photoshop and illustrator to create content

Email Marketing

# data[].attributes.body
Motorsport - both? partaking in motorsport is a want but safety products are a need

Defence - need as countries need safety

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For the situation it is a need - it's a temporary home that provides them shelter when exploring potentially changing weather conditions.

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Product: Tools suite -- communication/automation technology for Social Housing teams

Satisfies a need: basic human needs and social needs -- needs to keep tenants updated (financially safe) if they are vulnerable, and this tool triggers mass communications (calls/texts) giving housing teams the capacity to contact multiple tenants at once automatically if they need help/reminders

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The service of my company is to provide individuals with card printing solutions, as well as lanyards, event passes, access control & many more

The need is to do this effectively, cost friendly and meeting the neeeds of the client and the want is to get a loyal customer base. Which we do as we apply for the likes of IKEA, F1, Rupauls Drag Race and many more

I’m not sure if i’ve don’t this correctly

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what experience they’ve had before and maybe where family members/ friends have had or been too before

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How much other advertising agencies charge for their services (agency fee).

If they are a good company with many clients.

How they perform with other campaigns and clients.

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Cost-effective for product?

Track record of success within the sector?

Reviews of the business?

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Effectiveness (how well the products keep the user safe)

Cost

Lead times

Speed

Weight

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Ones that they have in the past.

Cheaper brands that 'say' they offer the same thing

Comments on social media comparing different products from other customers

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1. Problem Recognition (What exhibition tent needed)

2. Information Search (Previous tent repurchase)

3. Evaluation of Alternative (A cheaper option or outlet deals)

(Decision Criteria)

4. Purchase (Happy with tent or search for deals)

5. Post-purchase Evaluation (Leave a review)

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1 - the client has a campaign wants to advertise it could be for product or service.

2- they search for an agency that does everything that they want they might google search for them

3- they may want to go to a big agency or a small and they have to consider the agency fee and how they perform.

4- after, they decide to go with us because they are happy with the service we provide.

5- then they evaluate if with our services how well their campaign performed and if they got enough conversions or impressions that makes it cost effective.

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Problem/need recognition - customer realises they need to meet certain safety regulation requirements in order to race

Information search - customer looks on Google to see which companies/products meet these regulations

Evaluation - customer compares us to competitors - we beat them on effectiveness, speed and weight but not necessarily lead times and definitely not cost

Purchase decision - customer either decides to go with the best and pay more (us) or pay less for an inferior product (every other company)

Post-purchase evaluation - The vast majority of our customers are happy with our products and service

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Problem: (Scenario - Needs) Customer doesn't have team capacity to communicate with multiple tenants at once -- i.e. sharing reminders

Information search: search on Google or LinkedIn for B2B technology companies who work in the social housing sector / or look at whitepapers

Evaluation of alternatives: They will examine competitor sites or companies and may revisit the information search process.

Purchase decision: Once they have enough evidence, and come to an agreement within their team/boardroom, they may choice to purchase the software.

Post purchase behaviour: Quarterly feedback reports for customers to see how customers are using the products and feedback opportunities

# data[].attributes.body
So initially there tends to be a trigger whether that be a social media post or an advert that leads the customer to a product listing or service. Then there tends to be an evaluation through the customers needs or wants. Then after that they will decide whether they want to go ahead with the purchase, maybe using references from past experience or other people in order to make sure that the particular product or service is fit for them. After the purchase the customer has the chance to decide whether they like the product or not which can be categorised into conscious and unconscious or positive and negative. then they can leave reviews etc!

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geographic - city,

demographic- age, gender, Income, religion,

psychographic- belief, opinions

behavioural - loyalty, time of day device is used, platforms used

# data[].attributes.body
geographic:

city

demographic:

age

gender

income

psychographic:

belief

opinions

religion

behavioural:

loyalty

platforms used

times of the day a device is used

# data[].attributes.body
geographic:

city

demographic:

age

gender

income

psychographic:

belief

opinions

religion

behavioural:

loyalty

platforms used

times of the day a device is used

# data[].attributes.body
Age - Demographic

Loyalty - Behavioural

Belief - Psychological

Gender - Demographic

City - Geographic

Opinions - Psychological

Platforms used - Behavioural

Times of the day a device is used - Behavioural

Religion - Demographic

Income - Demographic

# data[].attributes.body
Age - demographic

Loyalty - behavioural

Belief - psychographic

Gender - demographic

City - geographic

Opinions - psychographic

Platforms used - behavioural

Times of day a device is used - behavioural

Religion - demographic

Income - demographic

# data[].attributes.body
Geo:

City

Demo:

Age

Gender

Religion

Income

Psycho:

Belief

Opinion

Behav:

Time of day

Platform

Loyalty

# data[].attributes.body
(Females aged between 30 and 40 buy vitamins)

Buyer persona: Helen Smiles

Age: 34

Gender: Female

Biography: Helen is a Senior Sales Lead in an office environment. She is also vegetarian by choice. She often has a busy work schedule and doesn't have time to cook the healthiest meals or have an active and healthy-balanced lifestyle. She needs to pay close attention to her health as she suffers from joint pain on top of this.

Online behaviour: She follows online health influencers on Instagram who suggest vitamins for her age demographic and problems that are helpful and entertaining.

Motivations: She is looking to move into a more managerial position within her team and become a better leader.

Goals: She wants to be healthier, take vitamins to aid her joint problems and take more proactive steps towards a healthy lifestyle whilst remaining vegetarian.

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Red White and Grey Modern Minimalist Property Agent Resume

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Blue Modern Gradient Business Checklist Planner (1)

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he is 32 years old

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Age: 25

Gender: Female

Biography: Lucy is a young adult that has just returned from her year away in Bali. She wants to become a Yoga Instructor and teach classes around the world. Nutrition is very important to her because she is vegan so need to stay on top of her supplements for energy reasons.

Online: She follows only a few people including her Mum, Best friend and her best friends dog account. She believes in minimalism so doesn't use social media much however used her laptop to book flights for her adventures.

Motivations: She is teaching spot classes at the park but this is pushing her even more to want to spread the joy yoga gives her to the world.

Goals: She want to travel every month teaching classes so needs supplements to stay energised.

# data[].attributes.attachment_link.title
Blue Modern Gradient Business Checklist Planner

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

Buyer persona: Peter Rotein

Age: 36

Gender: Male

Biography: Peter works is a personal trainer and is dedicated towards feeling his best and looking good. But he is struggling to reach his exercise goals, but he gets tired after work.

Online behaviour: Peter follows other personal trainers online for advice on training, as well as his glow-up fitness influencers for inspiration.

Motivations: He is wanting to improve his training schedules and recommend the best ways outside of training to put on muscle for his clients.

Goals: Peter wants to find a better supplements and mixes to his routine to achieve his fitness goals and stay energised -- and recommend that to his clients who need the extra support.

# data[].attributes.body
Lucy Love

Think/Feel:

Worries that people want be interested in everything she's picked up from her travels to teach others.

Aspires to share her knowledge of culture through her classes.

See:

People are enjoying embracing nature through the age of the internet and believes this will help her.

Major rise in anxiety bring people back to nature and calming experiences.

Say/Do:

Calming spiritualist nature reflecting her exhibitions and knowledge through the way she acts and dresses.

Hear:

Parents are supportive however parents friends believe she might be targeting a very small market.

Pains:

Travelling is expensive

Fears she will have to give up, come home and get a job she hates.

Gains:

Fulfilment

Achieving a career in something she loves and is extremely passionate about.

Her goals to be self sufficient and help others through life stresses and anxiety.

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Blue Yellow Simple Empathy Map Brainstorm

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Online:

SERPs

Website

Offline:

Trade shows

Word of mouth

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Paid search ads and paid social ads

Display ads

Website ads Programmatic

Direct mail (gmail)

Online review and blogs (tripadvisor)

Looking to advertise on podcast

# data[].attributes.body
Online touchpoints:

Our website

SERPs - those searching/querying organically on Google for solutions

Blogs and Digital E-Books on Products

LinkedIn page (social media)

Email marketing/newsletters

Webinars / Digital Conferences

Offline touchpoints:

Brochures

Whitepapers

Event conferences

Customer conferences

Meetings in-person

Word of mouth

# data[].attributes.body
For my company {ID CARD CENTRE}

Online

Website

Online Chat/Live Support

Email

Social Media Platforms like FB and LinkedIn

Online Appointment Booking System

Online ID Card Design Tool

SMS Notifications

Customer Reviews

Online Payment Systems

Email Newsletter

Offline

Appointment-based Visits

Staff Interaction

On-site Photography Service

Physical Forms or Paperwork

Delivery & Pickup Service

Promotional Materials

Events

# data[].attributes.body
Online:

-Display Ad pop ups on website

-Social Medias

-News and blog posts

-Website

-Reviews and ratings

-Email Marketing

-Affiliate programmes

Offline:

-Events and Trade shows

-Sponsors and partnerships

# data[].attributes.body
Awareness - make customers aware of Prezzo (on social ads meta snapchat and TikTok)

Interest - target new customers that are interested in eating Italian food (search the restaurant)

Desire - we want them to book a table (easy landing page so they can book)

Action - retarget them so they come back

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RACE

Reach:

-Customer sees a sponsor post on Instagram

-Follows sponsor link to website page

-Sees a sale on and purchases putting email in

-Have now received email campaign months later bringing them back to the website

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AIDA Framework - Voicescape

Awareness: Voicescape (SAAS company) have an existing solution they want to push via content

Interest: New blog is made exploring innovative and different ways this digital solution can be using for social housing providers.

Desire: Existing customers get to see products in new ways / new customers have exclusive insights into products if they are already searching for a solution to these problems -- has shareability for socials also

Action: Users can request more information through contact us section on website and blog CTA - Sales team gets in touch to “warm” already interested customer

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The importance of customer segmentation

Learning B2B approaches to segmentation - relevant to my area

Marketing Framework for self-auditing effectiveness is very useful

# data[].attributes.body
Attention:
We offer a range of ID card solutions for organisations, like employee IDs, event badges, and government IDs, all showcased on our website.

Interest:
Our social media highlights services like custom ID printing and card management systems. Recently on Instagram, we featured a client’s new employee IDs with RFID chips and holographic features.

Desire:
We share case studies on Facebook, like how a university upgraded student IDs with barcodes for easier campus access. It got great feedback from other schools looking to do the same.

Action:
Clients can get quotes on our site or check out our LinkedIn for exclusive deals and limited-time offers.

# data[].attributes.body
Awareness:

LinkedIn post advertising F1 product

From September, I'll be posting weekly hinting at the new, up-and-coming F1 product leading up to the CTS trade show in October

Already have a plan of what to post about but need to write the full copy

People might not see this post because we don't have a big following but we could pay to boost it

Interest

Customer goes to our website to see what other motorsport products we do

Website might not load quickly enough but I'm already working on optimising it as part of my SEO work

People may not know we do other motorsport products so I'll need to make it clear that we do

People might not think about going to our website to see what other products we do so I'll need to include a good CTA on each post

Desire

Prospect gives us their email/number in return for a product's technical bulletin (document containing everything someone might want to know about a product) and becomes a qualified lead

Customer might not find where to get the technical bulletins which I'm currently working on by making them more clearly available

Action

Sales team contacts lead to follow up on interest

Sales team might not contact them quickly enough so I need to talk to them and find out how quickly they normally call out

# data[].attributes.body
A deeper understanding on behavioural science and what prompts customers and business owners to make certain moves. Specifically we learnt more about influences and their impact on decision making as well as market segmentation and numerous frameworks. As well as this, I deepened my understanding on RACE and AIDA funnels :)

# data[].attributes.body
My biggest takeaway was empathy map i have never heard about it before so it was interesting learning about it.

I also likes learning about segmentation more in depth and the customer journey.

# data[].attributes.body
How creating a marketing funnel shows you what is working best as a touch point for customers.

Customers need segmenting for the companys own good... keeping relevant content to specific customers.

B2B purchasing and the importance of keeping customers loyal.

# data[].attributes.body
The importance of creating personas, looking at sales funnels (especially how to improve them) and proper segmentation.