1.
Content with a cause
Leveraging YOUTILITY within the care home industry

2.
Overview
• Company
• Challenge
• Approach
• Youtility in action
• Content with a cause
• Results

3.
About Miele

4.
Current situation
• Objectives
• Existing channels and approach
• Moving from awareness to engagement

5.
The Challenge

6.
Extremes of brand engagement

7.
Varying purchase patterns

8.
Product offers limited
nurturing opportunity

9.
Understanding the prospect

10.
What DMU?

11.
Building
personas

12.
What we discovered
• Their key burning issues were around running their business
• They had limited support to manage these
• They are very hands on in their roles and need to stay that way
• The future and planning is clearly on their mind
• They were stuck in the day to day

13.
Humalogy
based selling

14.
Introducing Youtility
• Serving hand with Youtility on it

15.
Helping is the new selling

16.
Content with a cause

17.
Integrated
approach

18.
THE OPTIMUM BLEND
OF PUSH AND PULL