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Please work through the below tabs in sequence… start with Brand P
In their 20s
Artistic
Environmentally friendly
Good-value prices
Good-value prices
Product look/style
Quality product
A familiar brand
Installed product
Reliability
Web chat
Visited website
contact
Made an
Visited store
appointment
Waited in a Requests a
queue demo first
Took a
Product to be photo +
Paid a deposit posted
delivered
Waited in a Requests a
queue demo first
Took a
Product to be photo +
Paid a deposit posted
delivered
You will normally design a customer journey name for EACH brand pers
This means that you would normally construct multiple customer journey maps. Just save e
Family status
Occupation
Social status
Media usage
Not
STEP 3: Rate, on a 1 to 7 basis, how important each important
of the below 10 purchase factors in their purchase at all
decision for this Brand Persoana ==>
1 2
Product look/style
Quality product
Innovative product
Variety/choice
Country of origin of product
Environmentally friendly
Trustworthy brand
A familiar brand
Reliability
Good store layout
Good service
Easy online shopping
Convenience
Low prices
Good-value prices
Good online reviews
Or Add Your Own Factors Below Only High and Low Importan
Completed the first 3 steps? Then proceed to the "Awareness" works
Active
Adventurous
Aggressive
Ambitious
Artistic
Calm
Confident
Considered
Emotional
Energetic
Family-focused
Friendly
Fun
Impulsive
Likes to shop
Modern
Modest
Ongoing
Relaxed
Romantic
Shy
Social
Sophisticated
Youthful
N/A
Mainly TV
Mainly Press/Radio
Mainly Online
Mainly Social Media
All types of media
Low media consumer
N/A
Young child
Tween
Teenager
Late teens/early 20s
In their 20s
In their 30s
In their 40s
In their 50s
In their 60s
In their 70s
Over 80 years
N/A
Yes
No
Female
Male
Other gender
N/A
Inner city
Suburbs
Big city
Small city
Rural town
Coastal area
N/A
Upper class
Upper middle class
Middle class
Lower middle class
Lower class
N/A
Professional
Office worker
Skilled trade worker
Unskilled trade worker
Health worker
Education worker
At-home parent
Retired
Unemployed
N/A
our Brand Persona
of your firm's/brand's target customers
em, and rate their preferences and dislikes
on this worksheet before going to the next tab
Switcher Samiksha
Pick 5 only to include in your map Include in map? Y/N
N/A No
N/A No
N/A No
N/A No
N/A No
N/A No
No
No
No
No
No
High and Low Importance Factors will be Shown on the Final Map
Somewhat Extremely
important Important
3 4 5 6 7
High and Low Importance Factors will be Shown on the Final Map
"Awareness" worksheet (see tab menu below)
1
0
1
PART B = Highlight POSSIBLE Brand Tou
to the Customer Seeking to Buy t
In this part you pick the most likely brand touchpoints that have in
BEFORE they entered their purchase process. That is, before they
product, they may have been aware of your brand - how
In this section, you choose the most likely brand touchpoints for this Br
entered their purchase process. That is, they are shopping around b
information do they use/seek?
In this section, you select the likely actions undertaken by the custome
and consumption phase. How did they undertake the purchase and h
consume the product?
Pick as many as you like - you will have the chance to put them in sequ
In this part, you outline the likely actions undertaken by the customer A
- what happened as a result?
Pick as many as you like - you will have the chance to review and edit t
1 TV ads 1
2 In-store ads 2
3 Recommended to me 3
4 Friends buy the product 4
5 See product in store 5
6 In-store display
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Your Choices and Fine-tune Your
Put in Priority/Sequence
TV ads
Trialled the product
Salesperson advice
Discount coupon
In-store display
Free sample
PURCHASE/USE Steps Identified
Number of steps/actions initially selected = 0
Switcher Samiksha
1 Aged 1 In their 30s
Awareness Phase Search Phase Purchase and Consumption Phase Post-Purchase Phase 1 In their 30s 2 They are 1
Who Are They?
Pre-purchase brand building Information search and evaluation Buying and Using the Product C/Sat & Loyalty Impact 2 Female 3 Gender 2 Female
Reliability 0 0 1
Template by www.marketingstudyguide.com
Good store layout 0 0 1
Good service 0 0 1
Easy online shopping 0 0 1
Convenience 0 0 1
Low prices 0 0 1
Good-value prices 0 0 1
Good online reviews 0 0 1
Or Add Your Own Factors Below Only High a 0 1
0 0 0 1
0 0 0 1
0 0 0 1
0 0 0 1
0 0 0 1
0 0 0 1
0 0 0 1
0 0 0 1
0 0 0 1
0 0 0 1
1 1 Quality product
2 2
3 3
4 4
5 5