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