Content with a cause Leveraging 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

Job Role Specific Business Specific Industry Specific

SITUATIONAL ANALYSIS

Current

Role & Responsibilities Objectives Strengths

Objectives/Goals Strategy Weaknesses

Pains, Challenges & Issues Pains, Challenges & Issues

Mid-Long Term

Objectives/Goals Objectives Opportunities

Pains, Challenges & Issues Strategy Threats

Pains, Challenges & Issues Predictions & Trends

BU

YIN

G S

TA

GE

IN

TE

L

DISCOVER

(Education)

Preferred media channels

Social media platforms

Memberships/groups/forums/subscriptions/networks

Preferred method of content consumption

CONSIDER

(Potential Solutions)

Research methods

Processes (shortlisting, gap analysis)

Preferred method of content consumption

DECIDE > PURCHASE

(Vendor selection > Vendor decision)

What do they look for? Vendor criteria

Processes Processes (RFI, RFQ, Tender)

Decision Making Unit

PERSONAL

Demographics

Education/CPD

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

ANALYSIS AND REPORTING

THE OPTIMUM BLEND OF PUSH AND PULL