Women In Automotive 2016 - Stefania Mereu
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The Doctor is In: Prescribing Marketing Plans to the 3 Women Personas Stop marketing to your consumer based on their demographic, and start marketing to them based on their persona. Stefania Mereu, VP of Research at Vast and a P.h.D. in Cognitive Psychology, passionately dedicates herself to identifying the core personas of buyers across automotive. Through her research, she revealed two different groups of moms, and a female millennial, suggesting that those groups have a unique combination of needs that distinguish them from other demographic groups.
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Women In Automotive 2016 - Stefania Mereu
- 1. © 2015 Vast – Confidential & Proprietary#WomeninAuto16 The Doctor is In Prescribing Marketing Plans to the 3 Women Personas
- 2. © 2016 Vast – Confidential & Proprietary#WomeninAuto16 PERSONA Alan Cooper, About Face “A precise descriptive model of the user, what he wishes to accomplish and why” © 2015 Vast – Confidential & Proprietary
- 3. © 2016 Vast – Confidential & Proprietary#WomeninAuto16 PRESCRIPTION © 2015 Vast – Confidential & Proprietary Use personas: •To provide focus for marketing campaigns •To create empathy with consumers •To add context to web design choices © 2016 Vast – Confidential & Proprietary
- 4. © 2016 Vast – Confidential & Proprietary METHODS
- 5. © 2016 Vast – Confidential & Proprietary#WomeninAuto16 ‣Online survey with over 30 needs questions ‣About 300 respondents from general population ‣Four weeks from start to finish METHODS SURVEY
- 6. © 2016 Vast – Confidential & Proprietary#WomeninAuto16 IDENTIFY PERSONAS CLUSTER ANALYSIS
- 7. © 2016 Vast – Confidential & Proprietary#WomeninAuto16 ‣In person and online group interviews ‣About 40 participants from targeted populations ‣One online and four in person sessions METHODS FOCUS GROUPS
- 8. © 2016 Vast – Confidential & Proprietary#WomeninAuto16 METHODS FOCUS GROUPS
- 9. © 2016 Vast – Confidential & Proprietary#WomeninAuto16 35-54 yo Female Florida Urban College Graduate Stay-home mom Married On a budget 1 Child $60k/yea r Up to 10k budget Nervous PERSONA
- 10. © 2016 Vast – Confidential & Proprietary#WomeninAuto16 Kelly mother on a budget 35-54 yo Female Florida Urban College Graduate Stay-home mom Married On a budget 1 Child $60k/yea r Up to 10k budget Nervous “I am going to try new cars until I find the one that meets my needs.”
- 11. © 2016 Vast – Confidential & Proprietary PERSONAS #WomeninAuto16
- 12. © 2016 Vast – Confidential & Proprietary STEREOTYPES #WomeninAuto16
- 13. © 2016 Vast – Confidential & Proprietary DESCRIBE A MOM #WomeninAuto16
- 14. © 2016 Vast – Confidential & Proprietary#WomeninAuto16
- 15. © 2016 Vast – Confidential & Proprietary#WomeninAuto16
- 16. © 2016 Vast – Confidential & Proprietary#WomeninAuto16 PRESCRIPTION © 2015 Vast – Confidential & Proprietary Dr. how can I sell to moms? Price sells cars, right? Well, not really… © 2016 Vast – Confidential & Proprietary
- 17. © 2016 Vast – Confidential & Proprietary
- 18. © 2016 Vast – Confidential & Proprietary PERSONAS #WomeninAuto16
- 19. © 2016 Vast – Confidential & Proprietary#WomeninAuto16
- 20. © 2016 Vast – Confidential & Proprietary#WomeninAuto16
- 21. © 2016 Vast – Confidential & Proprietary#WomeninAuto16
- 22. © 2016 Vast – Confidential & Proprietary#WomeninAuto16 PRESCRIPTION © 2015 Vast – Confidential & Proprietary Dr. how can I sell to consumers like Kelly? Don’t sell them on price and value alone. They are concerned with maintenance cost. They don’t have time for research, so inform them. But… what about price? Nope. © 2016 Vast – Confidential & Proprietary
- 23. © 2016 Vast – Confidential & Proprietary an example of what PRICE or GOOD DEAL means for each pers
- 24. © 2016 Vast – Confidential & Proprietary#WomeninAuto16 –Johnny Appleseed “Type a quote here.”
- 25. © 2016 Vast – Confidential & Proprietary#WomeninAuto16 “Type a quote here.”
- 26. © 2016 Vast – Confidential & Proprietary#WomeninAuto16 –Johnny Appleseed “Type a quote here.”
- 27. © 2016 Vast – Confidential & Proprietary#WomeninAuto16 PRESCRIPTION © 2015 Vast – Confidential & Proprietary Dr. how can I market to consumers like Victoria? Don’t lecture them, they’ve bought cars before and they’ve been driving for a while. Remember: she is not the one who will be driving… Reassure her: she is scared to death about her child driving. But… what about price? Nope. © 2016 Vast – Confidential & Proprietary
- 28. © 2016 Vast – Confidential & Proprietary#WomeninAuto16
- 29. © 2016 Vast – Confidential & Proprietary#WomeninAuto16
- 30. © 2016 Vast – Confidential & Proprietary#WomeninAuto16 PRESCRIPTION © 2015 Vast – Confidential & Proprietary Dr. how can I target consumers like Ashley? Provide guidance. They need help with everything, starting from budget to knowing what they can afford. They want the best bang for their buck. Present yourself as a trustworthy expert. But… what about price? Nope. © 2016 Vast – Confidential & Proprietary
- 31. © 2016 Vast – Confidential & Proprietary CASE STUDY #WomeninAuto16
- 32. © 2016 Vast – Confidential & Proprietary
- 33. © 2016 Vast – Confidential & Proprietary
- 34. © 2016 Vast – Confidential & Proprietary#WomeninAuto16 PRESCRIPTION © 2015 Vast – Confidential & Proprietary Dr. should I talk to all my costumers about price and value? No! Talk to them about their needs. Everything else will not emotionally resonate with them. © 2016 Vast – Confidential & Proprietary
- 35. © 2016 Vast – Confidential & Proprietary THANK YOU! Please subscribe: http://moms.carstory.com/
Editor's Notes
- Stefania and I thought for a long time about what’s the most boring possible way to start our talk, and this is what we came up with. Alan Cooper defines personas as … Joking aside, it’s a good idea to get on the same page about what we mean by personas. And they key terms here, which Stefania cleverly put in very large fonts are “model” and “why.” Ultimately a persona is a model, which is to say an approximate description of the users or buyers we are interesting in understanding, which contains enough detail to put you inside of their heads to see why they have certain needs and goals. That’s what we’re aiming for.
- Stefania and I thought for a long time about what’s the most boring possible way to start our talk, and this is what we came up with. Alan Cooper defines personas as … Joking aside, it’s a good idea to get on the same page about what we mean by personas. And they key terms here, which Stefania cleverly put in very large fonts are “model” and “why.” Ultimately a persona is a model, which is to say an approximate description of the users or buyers we are interesting in understanding, which contains enough detail to put you inside of their heads to see why they have certain needs and goals. That’s what we’re aiming for.
- ET Factor analysis does two things: first, it helps you identify which questions come together to form factors, and second, it assigns a value for each of the factors to each participant.
- ET This is in a nutshell, the DNA for your personas. What we’re saying is that we’ve found three groups of people that tend to value these different factors to differing degrees. And we identified those factors and the groups that form around them in a completely automated and unbiased way.
- Stefania and I thought for a long time about what’s the most boring possible way to start our talk, and this is what we came up with. Alan Cooper defines personas as … Joking aside, it’s a good idea to get on the same page about what we mean by personas. And they key terms here, which Stefania cleverly put in very large fonts are “model” and “why.” Ultimately a persona is a model, which is to say an approximate description of the users or buyers we are interesting in understanding, which contains enough detail to put you inside of their heads to see why they have certain needs and goals. That’s what we’re aiming for.
- SM
- SM
- SM
- Stefania and I thought for a long time about what’s the most boring possible way to start our talk, and this is what we came up with. Alan Cooper defines personas as … Joking aside, it’s a good idea to get on the same page about what we mean by personas. And they key terms here, which Stefania cleverly put in very large fonts are “model” and “why.” Ultimately a persona is a model, which is to say an approximate description of the users or buyers we are interesting in understanding, which contains enough detail to put you inside of their heads to see why they have certain needs and goals. That’s what we’re aiming for.
- Stefania and I thought for a long time about what’s the most boring possible way to start our talk, and this is what we came up with. Alan Cooper defines personas as … Joking aside, it’s a good idea to get on the same page about what we mean by personas. And they key terms here, which Stefania cleverly put in very large fonts are “model” and “why.” Ultimately a persona is a model, which is to say an approximate description of the users or buyers we are interesting in understanding, which contains enough detail to put you inside of their heads to see why they have certain needs and goals. That’s what we’re aiming for.
- Stefania and I thought for a long time about what’s the most boring possible way to start our talk, and this is what we came up with. Alan Cooper defines personas as … Joking aside, it’s a good idea to get on the same page about what we mean by personas. And they key terms here, which Stefania cleverly put in very large fonts are “model” and “why.” Ultimately a persona is a model, which is to say an approximate description of the users or buyers we are interesting in understanding, which contains enough detail to put you inside of their heads to see why they have certain needs and goals. That’s what we’re aiming for.
- Stefania and I thought for a long time about what’s the most boring possible way to start our talk, and this is what we came up with. Alan Cooper defines personas as … Joking aside, it’s a good idea to get on the same page about what we mean by personas. And they key terms here, which Stefania cleverly put in very large fonts are “model” and “why.” Ultimately a persona is a model, which is to say an approximate description of the users or buyers we are interesting in understanding, which contains enough detail to put you inside of their heads to see why they have certain needs and goals. That’s what we’re aiming for.