Target Audience Analysis & Archetypes (Energy & Transportation Industry)

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  • 1. User Profiling –Energy & Transportation SolutionsTarget Audience Analysis & ArchetypesPrepared by Marco Gervasio
  • 2. TARGET AUDIENCESBusiness Units 2
  • 3. TARGET AUDIENCES – BUABC Inc. provided a discovery deck which listed all of the keyactors in their domain. We wanted to take a closer look at how theyrelate to one another and determine who the main targets are. Sales Agent Distributor Part Supplier (MRO) Retail Associate Home Builder Specifier Contractor Facility Manager Homeowner – Hires Homeowner – DIYThe first step in understanding the social dynamics is to defineresponsibilities and tasks. 3
  • 4. TARGET AUDIENCES – BURole Description Sales Agent Distributor Part Supplier (MRO) Retail Associate Home Builder Specifier Contractor Facility Manager Homeowner – Hires Homeowner – DIYResponsibilitiesGenerate sales by interesting buyers or purchasing agents in the company’smerchandise and services.TasksSeek prospects, present product attributes and demonstrate ROI, providesupport to existing customers. 4
  • 5. TARGET AUDIENCES – BURole Description Sales Agent Distributor Part Supplier (MRO) Retail Associate Home Builder Specifier Contractor Facility Manager Homeowner – Hires Homeowner – DIYResponsibilitiesOversees the transportation of goods from production locations to points ofsale or purchasing agents.TasksGoods reception and inventory, shipping arrangements (routes, transportationvehicle, timing, monitor). Develop and maintain relationships with retailers,specifiers and contractors. Market watch (ensures the right products reachthe right markets at the right time). Provide technical support (when offered). 5
  • 6. TARGET AUDIENCES – BURole Description Sales Agent Distributor Part Supplier (MRO) Retail Associate Home Builder Specifier Contractor Facility Manager Homeowner – Hires Homeowner – DIYResponsibilitiesOversees the transportation of replacement and maintenance parts fromproduction locations to points of sale or purchasing agents.TasksGoods reception and inventory. Develop and maintain relationships withretailers, contractors, and maintenance managers. Provide technical support. 6
  • 7. TARGET AUDIENCES – BURole Description Sales Agent Distributor Part Supplier (MRO) Retail Associate Home Builder Specifier Contractor Facility Manager Homeowner – Hires Homeowner – DIYResponsibilitiesMaintain exceptional customer service and generate sales.TasksOffer customer assistance during purchasing (greet, inform, guide,recommend), maintain excellent product knowledge and awareness ofpromotions and advertizing initiatives. Merchandise stock monitoring andreplenishing. 7
  • 8. TARGET AUDIENCES – BURole Description Sales Agent Distributor Part Supplier (MRO) Retail Associate Home Builder Specifier Contractor Facility Manager Homeowner – Hires Homeowner – DIYResponsibilitiesBuild (and finance) quality homes that meet customer expectations andprovide lasting value.TasksDesign houses and produce specification documentation, evaluate and planbuilding activities, purchase construction material, promote housing projectand generate unit sales. 8
  • 9. TARGET AUDIENCES – BURole Description Sales Agent Distributor Part Supplier (MRO) Retail Associate Home Builder Specifier Contractor Facility Manager Homeowner – Hires Homeowner – DIYResponsibilitiesDesign all mechanical engineering aspects of commercial, industrial, orinstitutional projects (ventilation, heating, air conditioning, and more).TasksNeeds assessment with client, specifications documentation, productselection, industry rules and regulations compliance verification, qualitycontrol. 9
  • 10. TARGET AUDIENCES – BURole Description Sales Agent Distributor Part Supplier (MRO) Retail Associate Home Builder Specifier Contractor Facility Manager Homeowner – Hires Homeowner – DIYResponsibilitiesCarry out heating, ventilation and air conditioning jobs for residential orcommercial projectsTasksWork evaluation and planning, product selection (recommendation) andpurchasing (when applicable). System repair, installation or maintenance. 10
  • 11. TARGET AUDIENCES – BURole Description Sales Agent Distributor Part Supplier (MRO) Retail Associate Home Builder Specifier Contractor Facility Manager Homeowner – Hires Homeowner – DIYResponsibilitiesOversees all mechanical engineering aspects of facility maintenance orrenovation projects as well as operations.TasksNeeds assessment, project evaluation and planning, specifier or contractorselection and supervision (as well as internal crew), product research andrecommendation (electrical, ventilation, fire protection, heating, etc.).Note: some facility managers may perform the work themselves and take on a contractor role 11
  • 12. TARGET AUDIENCES – BURole Description Sales Agent Distributor Part Supplier (MRO) Retail Associate Home Builder Specifier Contractor Facility Manager Homeowner – Hires Homeowner – DIYResponsibilitiesIdentify necessity of product or system replacement, installation, or repair.TasksUnderstand and define situation of need, find professional help (contractor),schedule work, research product options. 12
  • 13. TARGET AUDIENCES – BURole Description Sales Agent Distributor Part Supplier (MRO) Retail Associate Home Builder Specifier Contractor Facility Manager Homeowner – Hires Homeowner – DIYResponsibilitiesIdentify necessity of product or system replacement, installation, or repair.TasksUnderstand and define situation of need, research product options, executerepair or installation, find professional support for complex jobs. 13
  • 14. TARGET AUDIENCES – BURelationships MapAction towards product Key Actors and Associations Offer Sales Agent Provide Distributor Part Supplier (MRO) Retail Associate Recommend Home Builder Specifier Contractor Request Facility Manager Homeowner – Hires Homeowner – DIYThis map shows the different actors listed by ABC Inc. during the discovery period and their connections. These were sorted by primaryaction towards the product which somewhat reflects the sales process. 14
  • 15. TARGET AUDIENCES – BUPrimary Sales Process 1 – ResidentialAction towards product Key Actors and Associations Offer Sales Agent Provide Distributor Part Supplier (MRO) Retail Associate Recommend Home Builder Specifier Contractor Request Facility Manager Homeowner – Hires Homeowner – DIY 15
  • 16. TARGET AUDIENCES – BUPrimary Sales Process 2 – IndustrialAction towards product Key Actors and Associations Offer Sales Agent Provide Distributor Part Supplier (MRO) Retail Associate Recommend Home Builder Specifier Contractor Request Facility Manager Homeowner – Hires Homeowner – DIY 16
  • 17. TARGET AUDIENCES – BUProduct Information Seekers Primary Secondary TertiaryAction towards product Key Actors and Associations Offer Sales Agent Provide Distributor Part Supplier (MRO) Retail Associate Recommend Home Builder Specifier Contractor Request Facility Manager Homeowner – Hires Homeowner – DIYInformation seeking level is defined by 2 key factors: those who need information to install or select a product and those who providesupport. The actors that rely on others to make the selection are positioned lower in the scale. Big box employee not yet seen as maintarget. 17
  • 18. TARGET AUDIENCES – BUProduct Support Seekers Primary Secondary TertiaryAction towards product Key Actors and Associations Offer Sales Agent Provide Distributor Part Supplier (MRO) Retail Associate Recommend Home Builder Specifier Contractor Request Facility Manager Homeowner – Hires Homeowner – DIYSupport level is influenced by 2 key factors: those who install the products and those who use it. More importance is given to the ones thatmanipulate the products versus those who simply use it (but may need maintenance support in the future) 18
  • 19. TARGET AUDIENCES – BUBased on the on the needs specified in the previous slides, thepeople most likely to go online to find product information or requiresupport are: Specifier Contractor Homeowner – DIY Distributor Homeowner – Hires Part Supplier (MRO)For the home owner, we think that certain traits are applicable toboth the DIY and the one who simply hires a contractor.Similarities can also be found between the supplier and thedistributor who both provide products and support to contractorsOur suggestion is to merge each pair into a single profile. 19
  • 20. TARGET AUDIENCES – BUFor the others, the assumptions are: A facility manager is more likely to rely on the specifier or contractor to choose products when the project is complex (some FM may perform some the work themselves, taking on a contractor role and selecting the products themselves) The retail associate needs to provide product information but is less likely to go online during work hours and may rely documentation provided with the product. The home builder is seen a group of people that included buyers and specifiers. We think that the behaviors will be represented by the other profiles. 20
  • 21. TARGET AUDIENCES – BUABC Inc. had already identified in the discovery deck the same keytargets. The profiles already built and the one not completed(specifier) correspond to an identical segmentation.In the future we may decide to add archetypes as the digitalprogram and platform evolve. Discovery Deck Breakdown The Specifier The Purchaser The Owner The Supplier Target Audiences Analysis Conclusion Specifier Contractor Homeowner Distributor 21
  • 22. TARGET AUDIENCES – BURelationship Characteristics – Key Connections Distributor Contractor Contractor Homeowner Specifier Contractor Sales Agent SpecifierThese relationships were identified as the most important ones in terms of productinformation seeking or providing, technical support, and purchasing. 22
  • 23. TARGET AUDIENCES – BURelationship Characteristics Distributor ContractorProduct Selection• The distributor can offer the same type of product in multiple brands to the contractor.• The contractor is dependent on the distributor’s product availability to make a selection.Expectations & Behaviors• The distributor wants to please the contractor so he becomes a repeat customer.• The distributor wants to provide as much support as possible to remain the primary contact in the sales process• The contractor wants to maintain the relationship with the distributor to obtain better prices and personalized support• The contractor expects his distributor to facilitate his job by providing fast service and product knowledge 23
  • 24. TARGET AUDIENCES – BURelationship Characteristics Contractor HomeownerProduct Selection• The homeowner is not always knowledgeable and is often dependent on the contractor’s recommendation• The homeowner is sometimes in an emergency situation (equipment failure) which does not provide enough time to research products. This pressures him/her to trust the contractor to make the right decision.• The educated homeowner may influence the product selection but is still dependent on the contractor’s access to product (distributor’s inventory). Some contractors will attempt at respecting the homeowner’s choice.• The DYI homeowner will sometimes purchase the product and have the contractor install it, but contractors prefer choosing the products themselves.• The educated homeowner may select a contractor based on his experience with a specific product brand (selection via manufacturer’s contractor directory)• The contractor will try to respects the homeowner’s product selection but may have to propose an alternate option due to time constraints (for special orders) or access to the right distributor.Expectations & Behaviors• The homeowner hopes the contractor will provide a fair estimate and perform a high quality job.• The homeowner can lack trust towards a new contractor if he was not referred by friends or rated by an association• The contractor wants the customer’s confidence and repeat business but some give more importance to cost saving rather than perceived reliability 24
  • 25. TARGET AUDIENCES – BURelationship Characteristics Specifier ContractorProduct Selection• The specifier will search products and make specific recommendations to the contractor• The contractor will usually attempt at respecting the specifier’s product choice but may not be able to get them due to his distribution connections or low inventoryExpectations & Behaviors• The specifier is performance-sensitive and wants the contractor to respect his specifications or product attributes in the case when the suggested product cannot be obtained• The contractor is more cost-sensitive and wants the specifier to provide some freedom in the product selection process so he can benefit of better rates at his preferred distributors 25
  • 26. TARGET AUDIENCES – BURelationship Characteristics Sales Agent SpecifierProduct Selection• The specifier will often rely on familiar brands to choose product but is open to fresh ideas proposed by manufacturers• The sales agent will reach out to prospective specifiers to propose his products and servicesExpectations & Behaviors• The specifier relies on manufacturers to provide accurate product information and keep them aware of updates• The sales agent wants his products to be top-of-mind when the specifier is producing specifications for a project 26
  • 27. TARGET AUDIENCES – BUProfile SkeletonsBefore developing user profiles or personas, we need to determinecertain characteristics that influence information seeking behaviorand the set of needs. 27
  • 28. TARGET AUDIENCES – BUProfile Skeletons – BasicsA few basic characteristics can help define level of knowledge andinformation seeking behavior : Age: determines domain experience level and possible attitude towards technology, culture, work habits, etc. Brand proximity: defines familiarity and appreciation of the brand, it’s products and services. Internet usage: from spectator to content generator, route to website 28
  • 29. TARGET AUDIENCES – BUProfile Skeletons – ContextUnderstanding the conditions in which the customer evolves, whattriggers product, information, or support seeking: Situation of need: identifies the main project or activity, defines the state that requires change, the reasons why the customer must find answers Challenges/constraints: significant problems or restrictions the consumer faces 29
  • 30. TARGET AUDIENCES – BUProfile Skeletons – Objectives & RequirementsOnce the context is defined we have to understand what the user istrying to achieve and the tools required to get there: Goals: the customer’s practical and mental aims Needs: the customer’s requirements to help him/her attain his/her objectives (which helps us identify informational, functional and emotional components that will fill the void) Expectations: what the customer anticipates or imagines is true about the brand and the website 30
  • 31. TARGET AUDIENCES – BUProfile Skeletons – TraitsCustomers have preferences and habits. Although stereotypical,some can be attributed to our key actors and reflect expectedbehaviors: Aptitudes: helpful, dedicated, curious, open minded, time-conscious, perfectionist, leader, etc. Customer type: impulsive, investigative, opportunist, community seeking, status seeking, brand loyal, etc. 31
  • 32. TARGET AUDIENCES – BUSelected Profiles Michael Jimmy Alberto Tom THE SPECIFIER THE CONTRACTOR THE HOMEOWNER THE SUPPLIERUp-and-coming Old school Moderate DIY Your best industry referenceKnows of the brand Has used product before Never heard of brand Knows productsWeb savvy Low Internet usage Moderate internet usage Moderate internet usageNeeds to be convinced of Wants to reassure his clients more Needs to be convinced of Wants to improve even more hisperformance and reliability, and the effectively and find ways to improve cost/benefit of products and is support to customersbrand’s commitment to innovation planning and installation seeking various forms of support 32
  • 33. TARGET AUDIENCES – BUSelected Profiles – Overview Michael Jimmy Alberto Tom THE SPECIFIER THE CONTRACTOR THE HOMEOWNER THE SUPPLIER We decided to make the specifier younger to reflect a generation already dependent of the Internet for many aspects of their lives. We though we would also make him less brand aware to help us represent the earlier phases of a purchasing cycle.Up-and-coming Old school Moderate DIY Your best industry referenceKnows of the brand Has used product before Never heard of brand Knows productsWeb savvy Low Internet usage Moderate internet usage Moderate internet usageNeeds to be convinced of Wants to reassure his clients more Needs to be convinced of Wants to improve even more hisperformance and reliability, and the effectively and find ways to improve cost/benefit of products and is support to customersbrand’s commitment to innovation planning and installation seeking various forms of support 33
  • 34. TARGET AUDIENCES – BUSelected Profiles – Overview Michael Jimmy Alberto Tom THE SPECIFIER THE CONTRACTOR THE HOMEOWNER THE SUPPLIER We definitely see the contractor somewhat older, less Internet savvy, but knowledgeable of the products due to years of experience. Today’s consumers are more informed, so we think his need is to improve his whole approach with client relationship and his work planningUp-and-coming Old school Moderate DIY Your best industry referenceKnows of the brand Has used product before Never heard of brand Knows productsWeb savvy Low Internet usage Moderate internet usage Moderate internet usageNeeds to be convinced of Wants to reassure his clients more Needs to be convinced of Wants to improve even more hisperformance and reliability, and the effectively and find ways to improve cost/benefit of products and is support to customersbrand’s commitment to innovation planning and installation seeking various forms of support 34
  • 35. TARGET AUDIENCES – BUSelected Profiles – Overview Michael Jimmy Alberto Tom THE SPECIFIER THE CONTRACTOR THE HOMEOWNER THE SUPPLIER The homeowner will be totally new to the brand. His Internet habits are moderate, so used for basic work or personal tasks. We want to present him as a modest DIY who may change a simple ventilation component but will require professional help for major electrical work.Up-and-coming Old school Moderate DIY Your best industry referenceKnows of the brand Has used product before Never heard of brand Knows productsWeb savvy Low Internet usage Moderate internet usage Moderate internet usageNeeds to be convinced of Wants to reassure his clients more Needs to be convinced of Wants to improve even more hisperformance and reliability, and the effectively and find ways to improve cost/benefit of products and is support to customersbrand’s commitment to innovation planning and installation seeking various forms of support 35
  • 36. TARGET AUDIENCES – BUSelected Profiles – Overview Michael Jimmy Alberto Tom THE SPECIFIER THE CONTRACTOR THE HOMEOWNER THE SUPPLIER The supplier already has a good relationship with the brand and is passionate about his work. He understands the importance of providing support to his customers in order to maintain the relationship. His goals to finds ways to give that extra service that makes the difference.Up-and-coming Old school Moderate DIY Your best industry referenceKnows of the brand Has used product before Never heard of brand Knows productsWeb savvy Low Internet usage Moderate internet usage Moderate internet usageNeeds to be convinced of Wants to reassure his clients more Needs to be convinced of Wants to improve even more hisperformance and reliability, and the effectively and find ways to improve cost/benefit of products and is support to customersbrand’s commitment to innovation planning and installation seeking various forms of support 36
  • 37. 1/3Michael Michael and his team recently started working on a new Behavioral CharacteristicsTHE SPECIFIER boutique hotel development in the midtown area. They were Always making sure the project timeline hired to design all air related systems as well as the heating is respected. He’s a bit obsessed with it. features. At the end of each day he regroups with His firm has never worked on high-end hotel projects before his team to status on progression. but the team his very excited about this new challenge and He will typically choose products based wants to make it right. on familiarity when time is a constraint but he definitely likes trying new things, if The team is currently studying the larger suites which will there is proof of quality/performance. offer spacious bathrooms with spa-like amenities. Passionate about his work. A true perfectionist. Michael expects just as much from his team. Responsibilities Recently promoted to studio director, Michael oversees design decision Relationship with Other and product selection, ensures that the specifications comply to industry Actors regulations, and maintains contact with the client for needs assessments and approvals. Manufacturer: a couple of Michael’sAge: 35 favorite vendors provide him with productOccupation: Mechanical engineer updates on a regular basis. He really Goals appreciates this professional connectionLocation: Atlanta, GA Michael wants to make sure the ideal ventilation and heating components has it helps him do his job better.Education: College degree will be selected to bring the suites to the level of comfort they require. Contractors: Michael likes to make Because of the higher end nature of this project, Michael wants to spend specific product recommendations but a more time researching products. He hopes to quickly find references knows that his contractor, who purchases that will guide him towards the right product selection. He knows that one the items, doesn’t always have immediate“I need quick of his best ally for this investigation will be the internet. access to all products. Michael isanswers. I don’t Michael also wants to reassure his client that only high performance and comfortable considering other brands as long as they respects the keyhave a lot of time cost-effective products will be selected. specifications and the level of quality heand need to make wants.sure I find the rightproducts fast.”
  • 38. 2/3 Michael Needs Internet Usage THE SPECIFIER Michael needs reassurance. He wants to feel like Marley and Weil- McLain are brands that can be trusted. He wants to be excited by what they have to offer. He wants to quickly see what’s unique about them. He Michael goes online several times a day to wants to feel like they are current and dynamic enterprises. communicate with clients, suppliers, and coworkers. He loves to spend his Sunday How the site can convey: mornings on the Web just to see what’s - Demonstrate long time presence in industry, leadership, and happening in the industry and to discover innovative qualities though inspirational pieces new “gadgets”. Michael is also subscribed - Proven product performance and reliability to a few industry newsletters like the one from the A.S.H.R.A.E. - Promise of just-in-time support with no sales pressure On a personal level, Michael uses the - Up-to-date information and a modern image Internet for a variety of tasks such as paying bill, buying music, and booking Michael wants to explore the different products needed for his project. trips. He hopes to quickly determine if they are right for him, if they will perform just as well, if not better, than other brands he knows. Brand Connection How the site can help: Expectations – - Offer a product selector by type of project. The result should Michael as heard of Marley and Weil- present specific product recommendations, optional items (from Vendor Website McLain but never used their products. One other SPX brands), and ROI (cost versus benefits, for his client). of the engineers in his team mentioned • Simple, clean, intuitive - Product catalog with filtering tools, some personalization features some really great products that could be • Less marketing, more useful like a wish list and a product comparator considered for this project like floor heating - Product descriptions that include everything: specifications, systems for the luxury bathrooms. • Must speak to specifiers advantages, applicable regulation codes, sizing tool, available CAD Michael will certainly investigate further • Consolidated product information and 3D renderings. Download or print in one click. what these brands have to offer and • Diagnostics features compare them with other products he isGeneral expectations: - Access to cases studies and convincing fact sheets for his client • Full access to information, no need and team more familiar with. - to register or contact a rep Easy navigation - Information should be clear and up-to- date - Not forced to talk a rep for complete information but wants contact options