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Choose a product from UK Health Store and suggest two theories they could apply to their marketing

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Choose a product from UK Health Store and suggest two theories they could apply to their marketing

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Injecting Emotion: How could you make your marketing emotionally engaging for this audience?

Loss Aversion: How could you highlight what customers might miss out on if they don’t act?

Urgency & Exclusivity: How could you create a sense of limited time or availability to motivate action?

Reciprocity Principle: What could you “give first” to build goodwill and encourage purchase?

Social Proof: How could you show that others like them are buying or benefiting from this product?

Storytelling: How could you tell a short story to make the product relatable or memorable?

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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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Does your product/service satisfy a need/want?

How is it triggered?

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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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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 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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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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Tasks: Trying to improve sleep quality and energy during the day. They would like to know how they can best improve this, which vitamins will be the most beneficial.

Influences: Reviews - they don't want to spend unnecessary amounts of money purchasing vitamins that may not work. Word of mouth, and social media.

Feelings: The user is feeling determined to find the best vitamin for her, tired from juggling demanding job and home life.

Pain: Struggles to find time to research the products - when she gets home from work she's got her hands tied with the children.

Overall Goal: To improve quality of sleep, energy, and gut health. To be more energetic throughout the working day to get the tasks done and stop from feeling exhausted by the time she gets home.

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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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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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Choose a product or service (e.g., a car, phone, gym membership).

Break down the customer decision-making process: problem recognition, information search, evaluation of alternatives, purchase, post-purchase.

Identify key influences at each stage (e.g., cultural, social, psychological, marketing).

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Choose two examples: one B2B purchase (e.g., software for a company) and one B2C (e.g., phone plan for an individual).

Highlight differences in:

Decision-makers involved

Buying motivations (rational vs emotional)

Length of buying cycle

Communication and relationship building

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

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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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Our product is a want. The customer may decide they want sushi or don't want to cook so order from us.

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Problem Recognition - The customer may realise they don't want to cook or have a big meal they need to plan for and want some high-quality food.

Information Search - The customer may come across our business when googling, by viewing ads on Instagram and Facebook.

Evaluation of Alternatives - The customer will evaluate if our food is the best decision for them to purchase. They may debate on times it would take for them to cook, price, or whether a competitor is offering something better.

Purchase Decision (motivation highest) - The customer may have added food to the basket on our website, they may be searching for offers - such as our first-time buyer discount, looking at timings etc.

Post Purchase - Customer will be evaluating if they are happy.

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Our product is a want, the customer will want sushi for an occasion or dinner. they might see an ad and tempt them.

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Our service satisfies a need - the need for HR in small businesses - triggered by needing hr within a small business but not wanting or being able to pay out for in an house hr professional

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my product satisfys a need as van signage brings opportunity's to support your business where ever u go as free advertisement.

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Comparing the cost of our food compared to cooking it themselves, ordering from a competitor, or buying it readily made from a shop.

They will also compare our claimed quality to other businesses.

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Comparing against the cost of hiring HR in house compared to outsourcing, and comparing against the cost of other companies who provide similar services

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comparing against other food places, and prices. Do they really want sushi to eat or something else.

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our van signs are fitted to your vans and come magnetic and vinyl where a lot of companies don't do it fitted to individual vans and we do it for a lower price then high streets

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1. Seeing an ad on social media with images of sushi or a deal. - highest

2. going to website to check out the sushi

3. seeing our deals pop up on the screen.

4. adding items to basket.

5. applying codes or loyalty points.

6. completing purchase.

7. eating and hopefully enjoying the food.

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1. Identify the need for HR services, company may be growing and cant handle HR needs anymore.

2. May research on google, LinkedIn, through word of mouth to find an option that can provide what they need.

3. Evaluate whether in house hr or outsourcing is best for their business, what meets needs best, what prices match what they are expecting. MOTIVATION HIGHEST

4. They decide whether to purchases the service or not based on costs, packages,(monthly, yearly) what works best.

5. They evaluate their purchase and how effective it was, this goes back to them repurchasing the service.

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-go to through our website or shopify

saying you want a van design

-then they get sent a form discussing what they want on there vans(logos, fonts,photos)

- goes to our graphic designers and they go through process of making sure there happy with there van design

-then the product gets made

-then shipped to customers

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motivation is highest when discussing what they design wise want on there vans

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Think about 2–3 different customer groups who might buy your product/service.

For each group, note how they differ by:

•Demographics (e.g., age, life stage)

•Geography (e.g., region, environment)

•Behaviour (e.g., frequent vs. occasional buyer)

•Psychographics (link to MBAPL motivations, beliefs, attitudes)

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Age - Dem

Loyalty - Behavioural

Belief - Psych

Gender - Dem

City - Geo

Opinions - Psych

Platforms Used - Behavioural

Religion - Dem

Income - Dem

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Geographic-

City

demographic-

age

gender

psychographic-

belief

behavioural-

loyalty

opinions

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Age - Demo

Loyalty - Behave

Belief - Psycho

Gender - Demo

City - Geo

Opinions - Psycho

Platforms used - Behave

Times of day device used - Behave

Religion - Demo

Income - Demo

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age-demographic

loyalty-behavioural

belief-behavioural and psychographic

gender-demographic

city-geographic

opinion-pyschographic

platforms used-behaviourl

time of day a device is used-behavioural

religion-demographic

income-demographic,geographic

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Demographic: Older females aged 30 - 60 years old that are in the middle class - our food is pricey so they need to be able to afford it.

Geography: within the South of the UK - more specifically: surrey, sussex, hampshire, Luton.

Behaviour: occasional buyers - our food is expensive so is most likely to be food for occasion (once every couple of months).

Psychographics: people wanting high-quality food and those who like Asian cuisine.

Group 1: Younger people who want to buy as a treat, maybe live nearby, may be buying because of a discount code but wouldn't spend full price on it.

Group 2: Older people who have the money to spend lots and more frequently, can afford to pay for delivery rather than collection and want high-quality food.

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demographic-

men in trade,22-40

women small business,20s-40s

geographical - anywhere in the uk

behavioural- people who have multiple businesses who need multiple signs

psychographic- people who want free advertisement who don't have time to promote through social media

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Group one-

age- 30 to 50

people with a bit more money who buy from us regularly. these tend to be women who are having sushi nights or dinner parties. these people tend to be local.

group two-

people who are a little younger who buy from us as a treat, people who are curious about our brand. generally a one time purchase. these people can be sporadic on the map.

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Small business owners (for implementing full HR systems in their company)

Demographic - income, more income to afford a full HR team/system

Geographic - anywhere

Psychographic - motivations is to have HR implemented but with less cost that hiring in house HR

Someone who the HR responsibilities have fallen onto even though its not their primary role (for HR training services to broaden their knowledge)

Demographic - income, may have less to spend on HR so cheaper training options are better

Geographic - may attend in person events, more interactive with employees

Psychographic - motivation is to build a good knowledge base of HR personally

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(Buying vitamins)

Emma

age: 33

Location: London

Bio: Hard working individual at her busy corporate job in the centre of London, with a busy social life.

Frustrations: Always feeling drained when waking up, need energy for her busy day ahead from the commute to parting with friends.

keen instagram user, and loves sharing her social life and finding new places to hang out.

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darryl

age-37

status-married with kids

location-london

bio-darryl is in recruitment and sits at his desk all day he doesn't work out or do any form of exercise except getting from to and from work.

task- darryl is starting to see from the past few years after lock down that he's grown a couple of pounds and would like to start working out.

hes not online and only form of social media is LinkedIn but has been doing some research into the protein and fitness regime.

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Dan

Accountant

Age: 34

Location: London

biography: Dan has a busy lifestyle with work, family life and fitness. He goes to the gym 5 days a week.

Online behaviour:

Active on Instagram, LinkedIn, Facebook

follows gym influencers, tracks his workouts and nutrition goals

Goals: wants to build muscle, wants to improve cardio and stay fit as he gets older

Frustrations: feels overworked

Motivations: to feel better about himself and feel energised

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Taylor

MARKETING EXECUTIVE

Age: 35

Gender: Female

Marital Status: Married with Kids

Location: South East

Purchase product: Vitamins

Bio: Hard-working, health conscious individual working in a 9-5 office job.

Online Behaviour: Active on social media, frequently interactive on posts, likes to inquire and ask questions about herbal product benefits.

Goals: Wants to enhance sleep quality and gut health.

Frustrations: Feels like office hours are long and exhausting, finds it hard to relax because of motherly duties at home with children and long work hours.

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Influences: social media posts from fitness influencers, friends sharing what they use

Feelings: motivated to be like influencers

Pain Points: lots of different brands giving him different information so hard to decide

Overall goal: to stay fit and healthy, to build muscles and be consistent with gym going

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Influences: being surround by Friends and work she values options and suggestions from them. Emma is also influenced by ads on social media.

Feelings: what matters the most is being able to keep up with her busy job in order to get promotions and a pay rise.

Pain Points: Feeling drained from late evenings and long days in the office. feeling fatigued when starting the day, in need of energy boost.

Overall goal: Feeling energised for the long days ahead, making sure she can make the most out of each day!

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think and feel- lazy ints someone that uses there phone a lot.but has a understanding of that he needs to be in better shape and will use the recourses he can to help him. he's curious but not adventurous and is juggling spending time with his kids and work.

hear-his wife going on and on about how he should start getting himself into shape and kids are egging him on too to go to the gym but he wants to take it serious.

see- darryl sees a lot of false narratives about the gym world on social media and wants products he knows he can trust.

say and do

"wow I really need to go to the gym but I have no time".

"protein powder will help me achieve my wight goals quicker I just don't know what ones work".

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Offline: Branded Vans, Signs in partner stores, Leaflets, Events.

Online: Sponsored Ads, Paid Influencers, Instagram and Facebook Posts, Reviews and Rating Platforms, Email Marketing Campaigns.

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Online:

website

Facebook

twitter

Instagram

emails

newsletters

Offline:

flyers

word of mouth

events

vans

partners

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online- meta ads

social media

our website

offline-van advertisement

word and mouth

tradeshows and events

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Online touchpoints: LinkedIn posts, events and adverts. Website. Email marketing.

Offline Touchpoints: Word of mouth

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Reach: Google Ad or Instagram Ad lands on customers social media page.

Act: Customer visits our website and looks through our menu's, prices, and locations.

Convert: Customer adds food to cart and purchases food.

Engage: Customer receives emails from our business promoting events, new menus, and encouraging customer to purchase again.

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reach- (person) hears through word and mouth about our signage business

act- intrigued by what the person said he has a look at our website and asked for a form to fill out

convert-(person)pays for van sign

engage-couple weeks after purchasing (person) gets an email saying how are signs are on sale for Christmas and he should get involved.

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TOFU (awareness) Someone who has never heard of Little Fish, but sees an ad online promoting our products.

MOFU (interest) people who have heard of us and seen some promotion but never been to the site or Brough anything from us.

MOFU (Desire) people have been on our site and added things to the basket but haven't completed purchase.

BOFU (Action) Someone who has gone through all the processes and has completed purchase with Little Fish.

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A: customer becomes aware of the brand through linkedin, website or word of mouth.

potential drop off: may not see ad or remember company

improve: make ads more prominent, pin them or be paid ads

I: customer visits website

potential drop off: may not load quickly

improve: make sure web pages are not too laggy with too much information

D: book a discovery call

potential drop off: no time proposed fits into their schedule

improve: have multiple people available to take calls

A: Call is booked and in place

potential drop off: service wasn't what they were looking for

improve: offer tailored help

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Loss Aversion:

I would highlight that without trying our vitamins, they could be missing out on feeling energetic, good quality sleep, vibrant skin, good gut health etc.

With the protein, I would highlight for those into fitness that it helps build and feed their muscles - for men wanting to gain muscles faster.

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Urgency and Exclusivity

Limited time offers on bundles only until a certain date, only a certain amount of bundles, exclusive products, last chance to buy, only a few left in stock

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Social proof:

Buying vitamins can be hard to choose what to take. But hearing from previous customers and seeing other peoples experience with the product can help sway someone's mind.

A doctor could even have recommend the product making it more reliable.

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we could use story telling for health stores by understanding there struggles as we all as people go through health problems and need help and I think highlighting the issue and making it sound like less by telling a story of a similar situation he's the customer feel less alone with the issue they are having.

use words like- understanding, commitment , all in this together and bring in memories that is a universal thing to happen to everyone.