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?

•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

How is it triggered?

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

Loyalty

Belief

Gender

City

Opinions

Platforms used

Times of the day a device is used

Religion

Income

•Geographic

•Demographic

•Psychographic

•Behavioural

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)

•

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

•

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

• Satisfy 'wants'.

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

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.

it is triggered by the accessibility and avid personalised promotional methods

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)

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

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.

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.

loyalty - p

belief-p

gender - d

city - g

opinion - p

platform - b

time of day - b

religion - d

income - d

D - gender, religion, income, age, income

P - belief, opinions

B - platforms used, time of day, loyalty

-City

Demographic

-Age

-Gender

-Religion

-Income

-belief

Psychographic

-Opinions

Behavioural

-loyalty

-Platforms used

-Times of day

Demographic: age, gender, income, religion

Psychographic: loyalty, belief, opinion

Behavioural: platform, device usage

Offline - direct post, sponsorships and partners, events

-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)

• SERPS

• Social media

• Content marketing

• Websites

• Forums/communities

• Review pages

• Email campaigns

Offline:

• Events/trade shows

• Word of mouth

• Sponsorships/partnerships

PPC

social media

content

website

reviews

emails

Offline:

print

outdoor ads

direct mail

events

word of mouth

sponsorships and partnerships

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.