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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 (ONE ONLY):

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Using the data sample for a UK Health Nutrition Store, create a persona based on the following (ONE ONLY):

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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)

https://www.figma.com/

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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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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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https://www.figma.com/

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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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It satisfied both a need and want. Our clients need their Google Ads managed to make sure they aren't wasting their money on poor Ads. Our clients also want to scale their businesses and in order to do that need our Marketing services

It's triggered by a lack of organic results?

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UK Finance (a trade association) works to meet the needs of its members within the financial services sector (banks, insurers etc..) by offering supportive services like: researching valuable data about industry changes, issues, trends etc, Networking through our events and training and also advice on policy and other topics. This can be triggered by for example changes in government policies related to the financial industry

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The products we sell at Stopdrop Tooling satisfy a customers needs as we sell products which prevent dropping tools when Working at Height which is vital when performing certain job roles.

This need is triggered by the statistics of fatalities from fallen objects which are reported by HSE each year.

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Cost per asset

Cost per hour

ROAS results

Quality of production/creative content

Client testimonials

Past work

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Other business with alternative methods for attaching tools.

Price of our products against competitors.

Health and safety statistics lower than ours

Reviews of the company

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Cost- effectiveness

Industry expertise

Reputation/credibility

Effective support with Regulatory changes/Policy advice

Networking opportunities

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Problem/Need Recognition:

Recognise that their organic results aren't as great as they'd like them to be a realise they need to start doing Paid Ads or Paid Social and need expertise in this area that they may need to outsource.

Information Search:

Start looking for Digital Marketing Agencies in their area (London) via Google, Linkedin, Meta etc. Many reach us by blog posts or connections via our Directors Ellie and Felix.

Evaluation of Alternatives:

Other agencies will come up during their search and they'll compare things like price, quality, reviews, past work, cost per hour/asset.

For example, The Good Marketer is one of our competitors. They price themselves using packages including specific services. We are a full-service agency that tailors services to your individual needs to client may consider what is more important to them.

Purchase Decision:

Client usually call us or book a 20min consultation with our Director to discuss how they can move forward with us/pay for our service.

Post Purchase Evaluation:

As we provide a service, the client will make an ongoing evaluation after the purchase about the quality of our services and whether they are happy we how we communicate with them, scale, perform etc.

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Problem recognition - customer looking to buy tools to keep employees safe when working at height after learning the dangers of performing these specific tasks.

Information search - the customer will use google or social media ( Linked In, Youtube, Instagram etc) to discover information about our company and what specific products we sell.

Evaluation of alternatives - the customer will carry out further research into company's which sell similar products to ours by using google and a range of social media.

Purchase - After researching companys, looking at reviews, reviewing prices etc the customer will decide which company to purchase from. Our customers will usually send trough a request for a quotation through email via our website.

Post purchase evaluation - Here our client will make an ongoing decision and evaluate the overall service we have provided.

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Events and Training services :

Problem/need recognition: Individual recognises a gap in knowledge- Need this specific skill or a more in depth-understanding of a topic.

Information search: If the individual has used us before they will think about past experiences and whether they were worthwhile. If they have no past experiences they will likely research on google search for the specific topic and training, this will then show them to our website. Also, a lot of our training will be posted on Socials and so if they search 'Risk management' on LinkedIn we are likely to come up.

Evaluation Process: The individual will then compare for example: pricing, what our workshops offer (agenda/speakers), whether there is a qualification/certificate at the end and then compare it to similar training courses and decide which is the better option.

Purchase: The booking will take place/ or they will go back and review information and decide.

Post-purchase evaluation: The evaluation of whether the training was worthwhile, added value and met their needs will take place. Usually they then will be a repeat customer and book with us again or recommend us to others. Some will post on Linked In recommending the course.

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Geographic: City

Demographic: Age, Gender, Religion, Income

Psychographic: Belief, Opinions

Behavioral: Loyalty, platforms used, time of day device is used

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•Geographic: City

•Demographic: Age, Gender, Religion, income

•Psychographic: Belief, opinions

•Behavioural: Platform used, time of day and device, loyalty

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Age: demographic

Loyalty: Behavioural

Belief: Psychographic

Gender: Demographic

City: Geogrpahic

opinions: Psychographic

Platforms used: Behavioural

Times of day: behavioural

Religion: demographic

Income: demographic

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https://www.figma.com/board/pBKhYamrmA4YyX1bFuE7oW/User-persona-(Copy)-(Copy)?node-id=0-1&t=L845neWhUo9E9B2J-1

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https://www.figma.com/board/NOaAXzSaAuycv7MuqblI5E/User-persona-(Copy)-(Copy)?t=xsnfR40JY1elokDm-0

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https://www.figma.com/board/BS0qWzbb8C1gzzI77rKqJZ/User-persona-(Copy)-(Copy)?node-id=0-1&p=f&t=3V3THOhpMAnHJtQw-0

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Online touchpoints:

SERPs

PPC

Display Ads

Social media

Content Marketing

Website

Offline touchpoints:

Events

Word of mouth

Partnerships

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Customer touchpoints-

Online:

Social Media

Website

Email marketing

Offline:

Outdoor advertising

Events and trade shows

Sponsorships and Partnerships

Word of mouth

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Online:

Email marketing campaigns

Social media platforms (LinkedIn)

Website

Content marketing

Member pricing (loyalty schemes)

Offline:

Events and trade shows

Partnerships. and sponsorships

Word of Mouth