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Persona Marketing mode d'emploi

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Comprendre comment construire des persona pour optimiser sa stratégie marketing ? Les étapes pour les construire et aussi les bénéfices pour la performance de vos parcours clients

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Persona Marketing mode d'emploi

  1. 1. Les personae mode d’emploi Janvier 2018
  2. 2. Persona, Personae de quoi parle-t-on 2
  3. 3. Personae ou buyer personae en marketing 3 Le portrait-robot de vos clients
  4. 4. Persona, personae pour quoi faire 4
  5. 5. Comprendre les cibles et les parcours 5
  6. 6. Conquérir et fidéliser 6
  7. 7. Comment définir ses personae 7
  8. 8. Les 7 questions à poser 8 B to C B to B
  9. 9. Fiche PERSONA B to C 9 Profil Prénom : Age : Situation familiale : marié / célibataire/ avec ou sans enfant Lieu de résidence : Paris / idf / province Profession ou CSP : Niveau d’étude : Usages et attitudes Valeurs Centre d’intérêts Attitude vis-à-vis des technologies / du digital Usage du web, des réseaux sociaux. Canaux de communication préférés. Média consommés. Freins / irritants Frustrations et Objections majeures Pain points Motivations / Attentes Besoins Ce qu’il attend du produit Ce qui fait qu’il va concrétiser Ex : Conseil, Simplicité, facilité, Rapidité, Prix, Image … Processus d’achat Niveau de connaissance des produits. Mode de recherche pour conseil et informations. Utilisation des réseaux sociaux pour avis Canaux de distribution préférés. Achats Type de produits achetés. Fréquence Panier moyen Valeur client prénom Photo emblématique Promesse de l’enseigne : Présenter les avantages concurrentiels principaux pour ce type de client et la réponse à ses besoins Verbatim : Mes principales motivations sont … Et mes freins …
  10. 10. Fiche PERSONA B to B 10 Profil Prénom, Age : Situation familiale, lieu de résidence Entreprise, taille, Fonction, Direction, Ancienneté dans l’entreprise, Séniorité dans la fonction Affiliation à une chambre ou organisme professionnel. Usages et attitudes Attitude vis-à-vis des technologies / du digital Usage du web. Activité sur les réseaux sociaux. Salons / presse professionnelle. Canaux de communication préférés. Centre d’intérêts. Média consommés. Contraintes Objections majeures Pain points Budget - Échéances Contraintes techniques et organisationnelles Enjeux Ce qui fait que le client concrétise, Ce qu’il recherche dans le produit / dans l’investissements. Ex : Conseil, Simplicité, facilité, Rapidité, Prix, Image … Autres directions impactées Processus d’achat Rôles dans le process d’achat Autonomie dans la prise de décision. Mode de recherche et d’information. Niveau de connaissance des produits. Canaux de distribution préférés. Fournisseurs habituels Achats / Consommations Type de produits / services achetés. Fréquence - Panier moyen - Valeur client Ancienneté dans la relation. prénom Photo emblématique Promesse de l’enseigne : Présenter les avantages concurrentiels principaux pour ce type de client et la réponse à ses besoins Verbatim : Cet investissement va me permettre de … Je serai vigilant à ce que …
  11. 11. Boite à outils des personas 11
  12. 12. Données clients à disposition 12
  13. 13. Ecouter les collaborateurs et les clients 13
  14. 14. L’écoute client : la méthode 14
  15. 15. 5 étapes pour définir les personae Définir vos objectifs Recueillir la connaissance client existante Ecouter les clients Synthétiser Présenter, partager 15 A quoi vont servir vos personae ? Information et études clients existantes ? Entretiens face à face ou à distance avec vos clients Raconter les personae en 2/3 slides Inciter à l’action
  16. 16. Un outil avec de nombreux avantages ►Simple et rapide à mettre en place ►Évolutif dans le temps ►Impliquant ►Transverse ►Permet le positionnement du contrat relationnel 16
  17. 17. Les bénéfices 17 Diffuse la culture client Implique l’action
  18. 18. Calendrier de nos prochains webinaires Pour être informé de nos prochains webinaires ou revoir nos anciennes conférences en lige, abonnez-vous à notre chaîne https://webikeo.fr/chaine/stratello/ UNE EXPÉRIENCE CLIENT ENCHANTÉE GRÂCE À LA MÉTHODOLOGIE DES PARCOURS CLIENTS Mercredi 7 Février à 11h30 3 USE CASES POUR TIRER PARTI DE VOTRE DMP Lundi 12 Mars à 14h00
  19. 19. 19 Se donner des objectifs orientés clients. Proposer une expérience client fluide et créatrice de valeur de bout en bout de la relation, sur l’ensemble des canaux de contact. Piloter l’activité à partir de la connaissance des clients. Mettre l’organisation au service du client. Productivité Engagement des collaborateurs DifférenciationFidélisation Notre métier : Mettre le client au cœur de la stratégie … Conquête
  20. 20. 20 Nos références BTC Distribution Loisirs - Tourisme Edition - Média Banques – Assurance – Prévoyance Edition – Média Industrie
  21. 21. 21 Nos références BTB Distribution Loisirs - Tourisme Services aux entreprises Banque – assurance Prévoyance
  22. 22. www.stratello.com contact@stratello.com Tél.: +33 (1) 84 73 05 62 Nous contacter

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