December 10 2015 Presented by Christy Mathurin Manager Online Marketing Dave Hannon Content Manager Marketing Communications Agenda What is a Buyers Journey Meet Mid Market Jackie ID: 708952
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Staples Advantage “Jackie” Buyer’s Journey
December 10, 2015
Presented by:
Christy Mathurin, Manager, Online Marketing
Dave Hannon, Content Manager, Marketing CommunicationsSlide2
AgendaWhat is a Buyer’s Journey
Meet Mid Market “Jackie”
Engagement Plans for Mid Market “Jackie”
2Slide3
What is a Buyer’s Journey?
With up to 67% of the buyers journey being conducted
online,
the buyers journey enables us to focus on how
digital interactions work
together
with Sales to guide the buyer through their journey all the way from awareness to purchase.
A document that shows the steps and stages a
buyer
goes through on their decision to buy, detailing what the buyer is
thinking, feeling
and
doing
at each stage of their journey.
3Slide4
The Staples Advantage Buyer’s Journey Model
Awareness
Consideration
Decision
Loosening
of the Status Quo
Committing
to Change
Exploring
Possible
SolutionsCommittingto a SolutionJustifyingtheDecision
Making theSelection
4Slide5
Jackie Office Manager
Frank Facilities
Paul Procurement
Eric the IT Expert
Furniture Buying Group
Print Buying Group
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Meet the new Staples Advantage personasSlide6
Meet Jackie the Office Manager
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Age 24-52
Predominantly
Female
Education
: Varies. High school diploma and previous office experience usually sufficient. Larger companies might prefer an undergraduate degree or college diploma.
Skills/Qualities: Must be
organized,
able to work independently and juggle many, simultaneous tasks. Mostly likely the EC site user (Shop)Relies on multiple vendors for office supplies
Uses the telephone, vendor websites and in-store visits to purchase supplies.Likes to have one point of contact who she can trust to deliver as promised and fix problems quickly if they occurIs brand loyal, both at home and in the officeDoes not follow a formal process or timetable to review vendors, but she will become quickly unhappy if a vendor doesn’t meet her expectations
Influencer
Recommender
Decision MakerSlide7
Typical Job Responsibilities
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Orders office supplies and tracks supply levels
Greets
visitors, signs for deliveries, distributes mail, keeps the reception area
neat
Answers
phones and ensures that the phone system is operating
smoothly
Maintains equipment, such as copiers Organizes records, data, and paperwork
Client billing & liaison with payroll servicesOn- and off-site meeting arrangementsHandles new employee paperwork Slide8
MM Jackie - Role in the Buying Process
Jackie can be an influencer or decision maker in print:
Marketing Materials, Corporate ID
Jackie is the primary
decision maker for all
Office Product purchases
Jackie can be an influencer or decision maker in technology:
Transactional Technology
Jackie is the primary
decision maker for all
Cleaning & Breakroom purchases
Jackie can be an influencer or decision maker in furniture:
Transactional furniture
Sample MM Jackie Titles:
Office Manager
Office Admin
Executive Assistant
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I
D/I
D
D/I
DSlide9
Jackie’s Concerns
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Is wary of contracts because she fears getting locked into them
Staying
on top of her
workload
Working
with shrinking budgets
Controlling
expenditures and costsKeeping up with technology
Fixing problems (jammed copiers, etc.)Juggling executive schedulesPacifying unhappy customersGetting recognition for all her accomplishmentsSlide10
Price
Convenient
Variety of Products & Brands
Customer
Service
Fast
Delivery
Quality Products
Availability
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Research Learnings
What Jackie expects from his vendorsSlide11
What matters to Jackie
Essential
components
to keep in mind when building Buyer Centric marketing campaigns for Jackie:
RESOLVE PROBLEMS
BE SENSITIVE
ANTICIPATE
NEEDS
ACKNOWLEDGE ME
HONESTY &
TRANSPARENCY
MAKE ME
LOOK GOOD
DON’T BUG ME
THE RIGHT COMMUNICATION IS KEY
PROVIDE ADVICE
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Jackie Content Preferences
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Prefers images to text-heavy content
Likes user reviews/recommendations
In the early phases, she prefers:
Online search/ display
Direct mail
Vendor websites
Emails
Contact from the repSell sheets/ Catalogs/ Capabilities brochuresIn the later phase, she prefers ROI calculators and case studies which she will pass along to her manager or other decision maker to justify her decisionSlide13
Putting the Research into Action
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Sample Messaging by Stage
Decision Phase
The Staples Advantage site is easy to use and designed with you in mind.
Signing is just the beginning of your relationship with Staples Advantage.
You made the right decision- switching to Staples Advantage is easy
We customize and streamline the implementation and onboarding process to help avoid disruption.
The Staples Advantage site offers functionality you need to make your job easier.
How long has it been since you reviewed your business supply vendor?
How much time are you spending getting the supplies your office needs?Do you rely on a vendor or a partner for your office needs?The right vendor offers more products, more ways to shop and save.Get the dedicated personal services you need to keep the office stocked.
Awareness PhaseConsideration PhaseWorking with a vendor that supplies a wide variety of products makes your job easier.
Shop your way- get what you want, when you want it and how you want it.We have the brands you know and trust for the office.Trust us- we are already working with other companies similar to yours.Staples Advantage is designed with you in mind- our sales experts function as an extension of your team.
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Sample Engagement Plan for MM Jackie
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Stage
Awareness
Consideration
Decision
Shop
Advocate
Marketing Objective
Create demand
Nurture
Pass to sales
Make it easy
to transactProvide tools to advocate and referGoalPlant seeds of doubt, Competitive attackSA for Jackie, Industry ExpertiseRecommendationValidationSeamless onboardingMake Jackie feel good about choosing SAPeer-to-peer networkingMessageVendor ReviewCustomer ServiceConvenienceChoiceMembership ProgramsVerticals Messages
Category Messages
Breadth of
Assortment
Convenience
Provide AdviceAnticipate Needs
Know my Business
Verticals MessagesCategory Messages
Info needed for sign offOnboardingVerticals MessagesCategory MessagesGet the full value from your relationship with SAVAPVerticals MessagesCategory MessagesHelp us make your program better
We value your inputVerticals MessagesCategory MessagesPhysical (printed piece, catalogs)
GatecrashersCatalogsCapabilities brochuresUser guidesUser Guides
Direct Mail
Digital (online)QuizChecklistInfographicCalculatorEmail Nurture Streams
Paid SearchContentShop DemoLanding pageSocial/BlogVertical ContentEmail Nurture StreamsPaid SearchContentShop Demo
Case studiesCalculatoreWelcome KitImplementation EmailsOnboarding emailsEmail Nurture StreamsPaid SearchContentShop DemoEmailsRetargetingEmail Nurture StreamsPaid SearchContentShop Demo
EmailsEmail Nurture StreamsPaid SearchContentShop DemoParticipate in Advocacy Hub
Human (sales interactions)
Tradeshow
PRSales Talk TracksDSAUnsolicited ProposalField joins sales callsRep VisitRep VisitRep VisitSlide16
Questions?
d
avid.hannon@staples.com
christy.mathurin@staples.com
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