A Creston Communications company

It’s about people, stupid

Why brands need to think more personally to connect with their customersChris Moody@ChrisRHE

Head of Insights & Data Strategy

We are more than the sum of our parts

Human beings are complex, irrational beasts

Lies, damned lies and statistics

[NAME OF SEGMENT] are more likely to research and buy products on their mobile”

“

12% agree / Index 117

Don’t think about your audience.Think about your users.

Who will want to use it and what for? How are you helping them to get what they want?

Looks aren’t everything

A Creston Communications company

Real Personas

Aptaclub• Bring context to the lives

of Aptaclub mums!• Elise will get comms from

multiple baby clubs in multiple channels!

• Different personas with different needs & concerns at different stages of the journey!

• Different relationship with our brand and services at different stages

Jane, 30, found out that she was pregnant a few weeks ago. Struggling to hide her morning sickness from colleagues at her finance firm, Jane has looked at some baby club websites, but is reluctant to join one until she's had her 12 week scan and

Not yet willing to join a baby club, so we need to offer her a service outside of ‘club’

Opportunities

Jane is in the first stages of finding trustworthy sources of information and partners to support her pregnancy. We need to make an impact with her as early as possible to ensure that we become one of her ‘go-to’ partners going forward

Yet to form loyalty to any particular brand or service, so is likely to quickly forget about us if she feels she gets a better service elsewhere

Challenges

the pregnancy is more ‘official’. For now, she is eagerly gathering information using apps, books and websites. Jane uses her smartphone and home laptop to look at pregnancy information in private, sharing key details with her partner.

“Every day I get more paranoid about having a

miscarriage”

•  Alleviation of her anxieties around miscarriage and what and what isn't safe for her to do

•  Reassurance and support •  That she is not alone - other people are going

through similar experiences •  Her privacy is respected •  Trust: our information is reliable and we aren't just

focussed on marketing to her

•  Information on what's currently happening in her pregnancy, and how her baby is developing

•  Tips from other mums for dealing with morning sickness

•  Expert advice on what she should eat and drink, information on upcoming scans

i

i

Behaviours & motivators

EAGER TO LEARN

ISOLATED (IT’S A

SECRET)

KEENLY AWAITING NEXT HCP CONTACT HUNGRY FOR

INFORMATION

MOBILE IS PRIMARY DEVICE

NEEDS PRIVACY

NEW WEIGHT OF RESPONSIBILITY

i

Practical needs Emotional needs

Jane

8 weeks pregnant 30 YEARS OLD

Focus on CARERS (concerned daughters)!Susan is mobile…!…juggling thinking about her mum with everything else she needs to do!…wants ‘permission’ to speak to her mum about this

NHS Choices

A Creston Communications company

Real People First