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Workshop Übungen - Persona und Consumer Journey Entwicklung

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Die Präsentation enthält zwei Vorlagen die The Main für Workshops mit großen Autoherstellern entwickelt hat. Anhand der Workshop-Übungen kann eine Persona entwickelt und die Consumer Journey der Zielgruppe definiert werden.

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Workshop Übungen - Persona und Consumer Journey Entwicklung

  1. 1. WORKSHOP VORLAGEN - PERSONA ENTWICKLUNG UND DEFINITION DER CONSUMER JOURNEY Vorlagen für Workshop-Übungen zur Persona Entwicklung und zur Definition der Consumer Journey der Zielgruppe eines Autoherstellers. Entwickelt von The Main, Strategieberatung für digitales Marketing.
  2. 2. THE MAIN TEMPLATE FÜR PERSONA ENTWICKLUNG – ZIELGRUPPE EINES AUTOHERSTELLERS AUFGABE: ENTWICKELN SIE EINE PERSONA DIE PROTOTYPISCH DIE ZIELGRUPPE EINES AUTOHERSTELLERS BESCHREIBT. WORKSHEET 1A: „ POST-MODERN“ PERSONA NAME DER PERSONA: LEBENSSITUATION DEMOGRAFIE BITTE BILD DER PERSONA AUFKLEBEN MOBILITÄT & PKW-NUTZUNG/ KAUF Familienstatus: Was treibt sie an im Leben? Was sind ihre zentralen Werte? Wie gestaltet sie ihre Freizeit (Interessen, Hobbies, et c.)? Einstellung zum Thema Mobilität und im Speziellen zum Auto:Alter: Job/ Position: geschätztes HHNE: Wohnort (wie z.B. Großstadt, Kleinstadt, Speckgürtel... ): Wofür und wie oft nutzt sie aktuell das Auto? Was sind die wichtigsten Gründe für einen A utokauf? Welche Faktoren & Features überzeugen sie beim A utokauf?
  3. 3. THE MAIN TEMPLATE FÜR CONTENT – DEFINITION ENTLANG DES AUTO-KAUFPROZESSES AUFGABE: DEFINIEREN SIE WELCHE PRODUKTEIGENSCHAFTEN, FEATURES UND AUSSTATTUNG IN WELCHER PHASE DES KAUFPROZESSES FÜR DIE ZIELGRUPPE EINE ROLLE SPIELT. WORKSHEET 2A: KAUFPROZESS DER „ POST-MODERNEN“ NAME DER PERSONA: 1. 2. 3. 4. 5. 6. 7. AWARENESS ENGAGEMENT TRIAL PURCHASE LOYALTY ADVOCACY Der Konsument nimmt Marke/ Modell wahr. Konsument fühlt sich mit Marke/ Modell emotional verbunden. Konsument setzt sich mit Marken-/ Produkteigen- schaften auseinander. Konsument grenzt Vorauswahl durch Probefahrten ein. Konsument trif t endgültige Kaufentscheidung. Bestehender Kunde interessiert sich für neues Modell. Kunde empfi ehlt Marke/ Modell weiter. HANDLUNGRELEVANTEMEDIEN TV CINEMA OUT OF HOME PRINT PR DISPLAY EVENT/ PROMOTION FACHZEITSCHRIFTEN AUTOPORTALE E-TAILER (Z.B. MOBILE.DE) E-TAILER (Z.B. MOBILE.DE) SMART.COM HÄNDLER (Z.B. SCHAURAUM, PROSPEKTUR, MIKRO-MARKETING) HÄNDLER-W EBSITE SEARCH CRM LOYALTY HÄNDLER SMART.COM SOCIAL MEDIA (CORPORATE / UGC) Key Produkteigenschaft en, Ausstattung & Features Key Produkteigenschaft en, Ausstattung & Features Key Produkteigenschaft en, Ausstattung & Features Key Produkteigenschaft en, Ausstattung & Features Key Produkteigenschaft en, Ausstattung & Features Key Produkteigenschaft en, Ausstattung & Features Key Produkteigenschaft en, Ausstattung & Features Erste Kommunikationsideen/ Dramatisierung Erste Kommunikationsideen/ Dramatisierung Erste Kommunikationsideen/ Dramatisierung Erste Kommunikationsideen/ Dramatisierung Erste Kommunikationsideen/ Dramatisierung Erste Kommunikationsideen/ Dramatisierung Erste Kommunikationsideen/ Dramatisierung fortwo fortwo fortwo fortwo fortwo fortwo fortwo fortwo fortwo fortwo fortwo fortwo fortwo fortwo forfour forfour forfour forfour forfour forfour forfour forfour forfour forfour forfour forfour forfour forfour ACTIVE CONSIDERATION WEBSITEWEBSITE
  4. 4. THE MAIN GMBH Holstentwiete 15 D-22763 Hamburg +49 (0) 40 29 81 20 77 40 info@themain.de

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