Learn how your customers think: Use personality profiling to tailor your data and your messaging
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You already know that marketing success comes from targeting the right people with the right message at the right time. But every individual has preferences about how they like to receive and process information and the challenge is always to deliver content that is truly relevant to the individual customer. In order to really connect, marketers need a deeper understanding of customers’ personalities. Join the Meningitis Research Foundation as they discuss how they are leveraging their data to deliver personalised content, based on their customers’ preferences and attitudes.
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Learn how your customers think: Use personality profiling to tailor your data and your messaging
- 1. The webinar will begin shortly Listen via your computer speakers or on the phone UK: +44 (0) 20 3657 6785 Access Code: 197-366-852 Brought to you by In association with Learn How Your Customers Think Use Personality Profiling to Tailor Your Data and Your Messaging
- 2. Brought to you by In association with Today’s Speakers Learn How Your Customers Think Mike Taylor Head of Fundraising Meningitis Research Foundation Ian Beningfield Deputy Head of Fundraising & Development Meningitis Research Foundation Dylan Jenkins Head of Commercial Catalist Jo Roberts Consultant Editor Marketingfinder.co.uk
- 3. Follow the conversation on twitter #KnowYourCustomers Interact with us Learn How Your Customers Think
- 4. Learn How Your Customers Think Use Personality Profiling to Tailor Your Data and Your Messaging Quick Poll
- 6. Think you understand your customers? You don't. But you can... all you need to do is agree with them!
- 7. Many clients from different sectors have asked us the same questions: • How should we speak to our different customer groups? • What motivates our customers other than product or price? • How do we design creative to appeal to customers’ ways of thinking? • How should we appeal to different donor/supporter groups?
- 8. We have the answer… Our experience tells us that some people respond better to certain kinds of message than others; for instance some people like detailed price and benefit information whilst others respond better to an appeal to their emotions. If we can split the audience into groups who respond best to different stimuli, then we can start to devise different creative executions for them. The same approach could be applied to promotions and even to products.
- 9. Attitudinal segmentation is the answer… • Attitudinal segmentation tools are designed to help with messaging and creative communications to your customers • They allow creative content and execution to be tailored to a customer based on their personality type • They offer the opportunity to talk to customers in a fresh and personalised way that is relevant to them and matches their outlook on the world
- 10. 16 personality types Based on Myers-Briggs typology – each animal denotes a different Personar personality type
- 11. 16 personality types The Present here and now The Possible future outlook Emotional personal outlook Thinker rational & logical ENFJ Beaver INFJ Swan ENFP Chimp INFP Panda Creative & Caring INTJ Jaguar ENTJ Lion INTP Owl ENTP Fox Logical & Forward Thinking ISTP Squirrel ESTP Bear ISTJ Dog ESTJ Elephant Realistic & Organised ESFP Dolphin ISFP Cat ESFJ Meerkat ISFJ Penguin Empathetic & Practical Introvert Extrovert Judging Perceiving
- 12. How to appeal to the different Personar types The Present here & now The Possible future outlook Emotional personal outlook Thinker rational & logical Logical & forward-thinking The ‘Big Picture’ Facts/figures Tables/diagrams Charts Creative & caring Personal/family benefits or consequences Visual/image-led Well-reasoned argument Realistic & organised Pros and cons Facts Immediate advantages Simplicity of offer Matrix charts Empathetic & practical Personal/family Testimonial/case studies List general benefits and consequences
- 14. • An new insight into segmenting our donors • An opportunity to speak to them in new ways with greater confidence • An understanding of what they need to know and how to help them understand our work • A new model for challenging our creative – words and images Why try Personar ?
- 15. • Campaigning for the introduction of a MenB vaccine • Very limited timescale • Small mailing to existing warm donors • Cash ask MenB Case Study
- 16. • Step 1: Campaign mailing was profiled using Personar data. • Step 2: Simple approach taken to group donors into two groups. • Step 3: Split test of both creatives sent to both groups. How did we use Personar ? Emotional personal outlook Thinker rational & logical
- 17. Creative - A Letter A • A desire to see things made logical • An interest in future possibilities • Tend to enjoy models that connect things neatly • Tend to be more impatient with too much data • Tend to look at a problem objectively
- 18. Creative - B Letter B • An emphasis on values and human experiences • An interest in tangible information • Tend to enjoy practical straightforward solutions • Tend to be impatient with complex ideas • Tend see a problem subjectively
- 19. • 25% uplift in response to emotional letter being sent to emotional types • New logical facts-based creative gave 15% uplift when sent to logical types • Campaign profitability 3:1 ratio, income v spend • Average donation up 20% - may be influenced by message • Response rate and average gift still good for unmatched donors The results
- 20. • Look to use split creative in other communications - i.e. emails, newsletters. • Potential to create personalised scripts for outbound telemarketing based on the individual’s personality type. • Personar has provided the ability to think about how we speak to donors differently. It has helped us challenge our thinking about messaging. • A shared framework and language for the team. Summary
- 21. Brought to you by In association with Your Questions Learn How Your Customers Think Mike Taylor Head of Fundraising Meningitis Research Foundation Ian Beningfield Deputy Head of Fundraising & Development Meningitis Research Foundation Dylan Jenkins Head of Commercial Catalist Jo Roberts Consultant Editor Marketingfinder.co.uk
- 22. Great reasons to fill out the exit survey 1. You can give us your feedback 2. You can request your free copy of ‘The Virtual Presenters Handbook’
- 23. Brought to you by In association with Thank You Learn How Your Customers Think Use Personality Profiling to Tailor Your Data and Your Messaging