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B2B Conference Presentation: Miele Professional 'Content with a cause'

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Content with a cause 
Leveraging YOUTILITY within the care home industry

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Overview 
• Company 
• Challenge 
• Approach 
• Youtility in action 
• Content with a cause 
• Results

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About Miele

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B2B Conference Presentation: Miele Professional 'Content with a cause'

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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.

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.

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B2B Conference Presentation: Miele Professional 'Content with a cause'

  1. 1. Content with a cause Leveraging YOUTILITY within the care home industry
  2. 2. Overview • Company • Challenge • Approach • Youtility in action • Content with a cause • Results
  3. 3. About Miele
  4. 4. Current situation • Objectives • Existing channels and approach • Moving from awareness to engagement
  5. 5. The Challenge
  6. 6. Extremes of brand engagement
  7. 7. Varying purchase patterns
  8. 8. Product offers limited nurturing opportunity
  9. 9. Understanding the prospect
  10. 10. What DMU?
  11. 11. Building personas
  12. 12. 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
  13. 13. Humalogy based selling
  14. 14. Introducing Youtility • Serving hand with Youtility on it
  15. 15. Helping is the new selling
  16. 16. Content with a cause
  17. 17. Integrated approach
  18. 18. THE OPTIMUM BLEND OF PUSH AND PULL

Hinweis der Redaktion

  • People don’t know what appliance they’ve got
  • 30-40 years

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