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.
Micro-Choices, Max Impact Personalizing Your Journey, One Moment at a Time.pdf
Learn how your customers think: Use personality profiling to tailor your data and your messaging
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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
5.
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
13.
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
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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
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Thank You
Learn How Your Customers Think
Use Personality Profiling to Tailor Your Data and Your Messaging