Marketing 360 presentation by lawrence villegas - Connections Media examples & experience planning
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Similar a Marketing 360 presentation by lawrence villegas - Connections Media examples & experience planning
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Marketing 360 presentation by lawrence villegas - Connections Media examples & experience planning
- 20. Personas represent the primary and secondary users of a system, product or service Each Persona represents a group of users who share common behaviors , motivations or attitudes
- 21. PERSONAS COMMUNICATE GOALS AND TASKS, MINDSETS AND MOTIVATIONS, DECISION MAKING FACTORS AND MORE
- 22. PERSONAS ANSWER FOUR FUNDAMENTAL QUESTIONS: Who are your users? What do they want to accomplish? What are they doing and how are they doing it? What is the context/atmosphere?
- 23. PERSONAS: Helps frame users in a business context. Helps frame users in relation to the decision-making process. Helps ensure that information, organization, and design actually accommodate the goals and tasks of real users. 6 months out 12 months out 18 months out
- 24. PERSONAS CAN TELL STORIES OF RELATIONSHIPS OVER TIME
- 26. EXPERIENCE MODEL A model of how people experience products, services, or environments told from the point of view of the *people* having an experience, not the point of view of the *business*
- 28. EXPERIENCE MODELS ILLUSTRATE CHANGING NEEDS OVER TIME
- 29. EXPERIENCE MODELS UNCOVER PAIN POINTS AND JOY POINTS IN THE PROCESS
- 30. EXPERIENCE MODELS INFORM CHANNEL CONTACT STRATEGIES
- 31. EXPERIENCE MODELS HELP IDENTIFY OPPORTUNITIES FOR BRANDS TO CREATE VALUE EXCHANGES FOR CUSTOMERS
- 32. EXPERIENCE MODELS CAN TRACK EMOTIONAL FLUCTUATIONS THROUGHOUT A PROCESS (SUCH AS THE UPS AND DOWNS CUSTOMERS FEEL WHILE SHOPPING FOR APPLIANCES)
- 33. “ FUTURE STATE” EXPERIENCE MODELS HELP COMMUNICATE NEW WAYS TO CONNECT WITH BRANDS
- 36. Experience Models Will Shape the Types of Acts…
- 37. … and Inform Where You Should Do Those Acts…
- 38. Last few words…
- 40. The way to change a person’s behavior is not just through a simple ad, but through a transformational act – a human centered idea, gesture or experience that has the ability to transform the way a person thinks, feels and ultimately behaves. ACTS Digital Shopper Promotional CRM Not Ads.
- 41. Target audience. Consumers. Viewers. These are mass marketing terms which have conveniently homogenized marketing communications. Let us address the inherent complexity of people and their decision making processes. Not ads for the masses - but transformational acts for Browsers, Shoppers, Triallists, Loyalists and Influencers. Human behavior is complicated. Deal with it.
- 42. Questions?
Notas del editor
- Personas typically include people’s specific goals and tasks they’d like to complete the customer touchpoint. They illustrate their mindsets, information needs, and behaviors. In this persona for the Regional Transportation Authority, we illustrated how people plan in advance for future transit trips.
- We tell data-driven representative ‘personal stories’ about our target audience. These personal stories help the team truly understand who we’re designing for.
- Caremark is a pharmaceutical company that strategically wanted to move towards becoming a total healthcare provider. Here is a snippet of a Customer Experience Model illustrating Eleanor who has recently been diagnosed with diabetes. Caremark used this Experience Model to gain internal consensus and funding for its 5-year online strategy.
- We visualize people’s processes, information needs, pain points, and potential exit points to other channels or competitors. For JCPenney, we conducted shopalongs and associate interviews in combination with secondary research to understand the process people go through when shopping for window treatments.
- This Customer Journey for Whirlpool involved an analysis of the steps users take interacting with the Whirlpool brand to find, purchase or even fix an appliance. These insights helped us understand the target users emotional highs and lows when shopping for and purchasing appliances.
- In most cases, our activities uncover opportunities that the competition has yet to realize. We clearly and creatively articulate concepts that will provide opportunities for clients to solidify their position as an industry innovator and expand customer relationships.