b2b conference presentation: miele professional 'content with a cause
DESCRIPTION
How do you leverage YOUTILITY within the care home industry? Agency Director of Really B2B, Kirsty Dawe, presents with Kate Jones of Miele Professional at the 2014 B2B Marketing Conference to reveal all.TRANSCRIPT
Content with a causeLeveraging YOUTILITY within the care home industry
Overview
• Company
• Challenge
• Approach
• Youtility in action
• Content with a cause
• Results
About Miele
Current situation
• Objectives
• Existing channels and approach
• Moving from awareness to engagement
The Challenge
Extremes of brand engagement
Varying purchase patterns
Product offers limited
nurturing opportunity
Understanding the prospect
What DMU?
Building personas
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
Humalogy
based selling
Introducing Youtility
• Serving hand with Youtility on it
Helping is the new selling
Content with a cause
Integrated
approach
THE OPTIMUM BLENDOF PUSH AND PULL
