DIGITAL STRATEGY Teacher Simona Venditti
Students Beyza Ayhan Ana Margarida Pinto Carla Procida Marco Raffaello
e
CONTENTS 1 • PRODUCT /SE R VI CE AN AL YSI S Characteristics Market analysis Competitive Advantage
2 • DIG IT AL P OSI T I O N I N G Trends, Sentiment & Keywords Target, personas, users Values & Advocacy End-Benefit USP Branding
3 • STRAT E G Y & P R O MO T I O N Goal Concept Duration Media Mix Content examples
1
PR O D U CT/SERVICE ANALYSIS This first phase, product service analysis, is very important to begin the strategy. Knowing the product/service, as well as the brand, that we are designing is fundamental before trying to insert it in the market. It is therefore necessary to analyze the market in which our product will be placed, identifying the differences with its competitors and realize the great competitive advantage that we have in relation to them.
3
PRODUCT/SERVICE ANALYSIS
Description intense is a product/service designed to help diabetics suffering from diabetic peripheral neuropathy. It is composed by a pair of leggings and a device that gives eletrical stimulation to muscles and nerve paths, relieving pain and increasing the effectiveness of exercise.
4
PRODUCT/SERVICE ANALYSIS
Characteristics
P O R TA B L E
THOUGHT FOR DIABETICS
In relation to some existing electrical
Although our product/service can also
stimulation treatments, which are not
be used by non-diabetics to treat
portable, intense can be confortably
chronic pain, it was especially designed
carried anywher.
for diabetics, which makes it innovative, because there is nothing similar in the market with the same specific target
WEARABLE
C O N F O R TA B L E
Our product is not just a technological
A key factor for diabetics is comfort,
device, it's a wearable device allowing the
they do not want to feel pain or
users not to feel connected to a machine,
bothered by what they are wearing.
but simply wearing something that works
Our product makes them feel like
with a bit of technology and helps them
they are wearing normal leggings, like
control the pain.
a second skin.
A DJ U S TA B L E
PRE-FIXED POSITION
As the impulses are controlled by the
The intense users don’t need the
users, they are adjusted to their needs.
help of a specialist to know where
Also the leggings are elastic and
to place the electrodes, just wearing
available for different body shapes. We
the leggings will positionate the
also offer different sizes to include all
electrodes in the correct spots
the users.
of the legs.
I N V I S I B L E T R E AT M E N T
WA S H A B L E
While exercising with intense, the
The device and the wires are
users will not feel like wearing
detachable from the leggings, where
something medical, it is an invisible
the electrodes are placed. The life of
treatment.
electrodes is unlimited, so the user can wash the leggings as many times as they want without loosing the conductivity.
5
PRODUCT/SERVICE ANALYSIS
Market analysis In this section we analysed the market of TENS and EMS devices. First, we made a general research in order to understand which kind of products are available in the market. We took many different kind of products into account, from medical devices to small, portable and wearable devices that can be used individually.
6
PRODUCT/SERVICE ANALYSIS
Market analysis Product positioning
First, we created a first positioning map using the axes: therapy/exercise and medical support/individual use. We realised that we wanted to work on a product that is made for an individual use and that can be used for medical and exercise purposes as well.
>
therapy
Medical devices
Kneestim
ISock
Enso
Itens
Ireliev
Beurer
Oska pulse
medical support
>
individual use
Bluetens Compex 5.0
Justfit Quell
Intense
X body Easymotion skin Miha bodytech
Hailicare
exercise
7
Slendertone
PRODUCT/SERVICE ANALYSIS
Market analysis Product positioning
Then, we made a second positioning map, focusing on the dimensions: the words personalized/standard and passive/active, in order to understand how these products are interacting with the users. In the end, we made an analysis of each product considering the characteristics involved such as: wireless, washable, invisible treatment, prefixed position, adjustable, comfortable, wearable and
>
thought for diabetics.
personalize
Compex 5.0
Intense
Bluetens
Quell
Justfit
passive
>
active Oska pulse
Slendertone
Hailicare
Easymotion skin
standard
8
PRODUCT/SERVICE ANALYSIS
Market analysis Analize competitors
Oska pulse
Bluetens Oska pulse, a wearable
Bluetens, a portable light
device that doesn’t
device that combines
require any gel or
both EMS and TENS
specific electrode.
technology.
Portable
Portable
Wireless
Thought for diabetics
Washable
Wireless
Wearable
Invisible treatment
Washable
Comfortable
Pre-fixed position
Thought for diabetics
Wearable
Invisible treatment
Adjustable
Comfortable
Pre-fixed position
Adjustable
Compex 5.0
Quell Quell, drug free device
Compex 5.0, EMS device
that uses TENS
designed for people who
technology
workout everyday.
to reduce pain.
Portable
Portable Wireless
Wireless
Thought for diabetics
Washable
Washable
Wearable
Invisible treatment Pre-fixed position
Thought for diabetics
Wearable
Invisible treatment
Comfortable
Pre-fixed position
Adjustable
9
Comfortable
Adjustable
PRODUCT/SERVICE ANALYSIS
Market analysis Analize competitors
Slendertone
Hailicare Slendertone, wearable
Hailicare, a wearable device
EMS pants that use
for arms and ABS that gives
electrical stimulation to
EMS impulses in order to
increase the efficiency of
improve the efficiency of
the exercise,
physical activity.
Portable
Portable
Wireless
Wireless
Thought for diabetics
Washable
Washable
Wearable
Invisible treatment
Wearable
Invisible treatment
Comfortable
Pre-fixed position
Thought for diabetics
Adjustable
Comfortable
Pre-fixed position
Easymotion skin
Adjustable
Justfit
Easymotion skin, a suit
Justfit, a workout equipment
that allows the user to
that uses EMS, together
exercise using EMS
with some specific exercises,
stimulation.
in order to increase the exercise efficiency.
Portable Wireless
Portable Wireless
Thought for diabetics
Washable
Washable
Wearable
Invisible treatment Pre-fixed position
Thought for diabetics
Comfortable
Wearable
Invisible treatment
Adjustable
Pre-fixed position
10
Comfortable
Adjustable
PRODUCT/SERVICE ANALYSIS
Channels and communication strategy How do my competitors communicate?
SLENDERTONE Channels Slendertone tries to reach the people who want to have a healthier lifestyle in an easier way. They use their social media channels to motivate people to be more active and get their product. Sharing inspirational stories from their user helps creating trust and giving motivation to others. They are using Youtube to show how the product works and to give advice for exercise routines with a professional tone of voice, to demonstrate their expertise in health and sport.
Slendertone utilises clinically-proven electrical muscle stimulation (EMS) technology to emit signals directly from the belt to your abdominal muscles, causing them to contract, work and relax in a similar way. Combining regular EMS toning sessions with an active lifestyle and clean diet firms and tightens your stomach muscles while increasing abdominal strength and endurance. As well as the rectus abdominis and internal and external obliques, Slendertone also works the deep and difficult-to-activate transversus abdominis .This muscle is the most effective at flattening the stomach and is extremely tricky to tone with conventional exercise and abs workouts.
11
PRODUCT/SERVICE ANALYSIS
Channels and values How do my competitors communicate?
ITENS Channels iTens is using social media channels to underline their competitive advantage over conventional tens machines. To build trust from their target, they are explaining their technology and sharing reviews from professional sportsman. They are communicating with their potential users in a way that conveys the dimensions of the brand and the products which are ‘high-tech, modern, and professional’.
iTENS is a wearable technology, thin, lightweight and that can be discreetly worn underneath clothes. There are no wires getting in the way, and the device can be easily controlled from the convenience of an app on your smartphone. The iTENS incorporates advanced TENS electronics, an easy-to-use app, and an energy-efficient lithium-ion battery that provides exceptional battery life for on-the-go daily use.
12
PRODUCT/SERVICE ANALYSIS
Channels and values How do my competitors communicate?
EASY MOTION SKIN
Channels Easy motion skin is good at explaining the technology and expertise behind their product. They are also using all their channels to promote organizations and events that they supported. They are in collaboration with public influencers and famous sportsmen. They are reposting comments from trainers and good feedbacks from their customers.
Easy Motion Skin uses electrical muscle stimulation (EMS) as an efficient method for high-intensity workouts of short duration. The system stimulates nearly all your muscles with low-frequency electric impulses.
13
PRODUCT/SERVICE ANALYSIS
Market analysis Confront competitors
intense Portable Wireless
Thought for diabetics
Washable
Wearable
Invisible treatment
Comfortable
Pre-fixed position
Adjustable
radar comparison After analysing each competitor, we made an analysis comparing them. From this comparison radar, we can notice that most of the products are portable and wireless, the majority of them can be considered wearable and comfortable. Some of the products analysed are also washable and not visible, while there is not a huge offer of products with a pre-fixed position of electrodes on the body of the user. None of the products analysed in this research are designed for diabetics.
Portable Wireless
Thought for diabetics
Washable
Wearable
Invisible treatment Pre-fixed position
14
Comfortable
Adjustable
PRODUCT/SERVICE ANALYSIS
Competitive advantage We realized that the big competitive advantage of intense is the pre-fixed position of electrodes. That permits individual use: the users don’t need to know where to place the electrodes, they just need to wear the leggings and the spots will be correctly distributed. For the first time a product using electrical stimulation, specifically thought for diabetics, that could replace medical treament for pain exists. That is what makes intense different from the other products/services.
15
2
D I GI T AL PO SITIO N ING This second phase is the initial phase of the digital strategy project. All elements presented at this stage are essential to the development of brand strategy. The purpose is to position the brand, product/service, to analyze possible users (through the identification of the target), as well as to design the feeling our product/service transmits.
16
DIGITAL POSITIONING
53%
trend ¡ avoiding drugs
take painkillers to relieve pain, but would like to avoid them
Nowadays, people are more and more
47%
people are tired of pills and injections, they
adopt different solutions to get rid of pain, like massage or tens technology
willing to find drug-free solutions for their health problems. More specifically, diabetic don’t get instant achievement or feel other kind of improvement in their condition. They are tired of this addictive and expensive routine. They look for healthier lifestyle alternatives, without having to feel pain.
Data extracted from a survey subjected to 33 people with type 2 diabetes or suffering from chronic pain.
17
DIGITAL POSITIONING
64%
have enough free time but would like to have more
36%
don’t have enough free time to dedicate to themselves
trend · buying time In daily routines, it is hard to be motivated to have healthier practices, especially because people don’t have enought free time. If people could, they would buy time. People look for things that will allow them to merge two or three different activities together, to make their time more valuable.
Data extracted from a survey subjected to 33 people with type 2 diabetes or suffering from chronic pain.
18
DIGITAL POSITIONING
trend ¡ aesthetic sportswear Not only being but also looking healthy and fit is becoming an important goal to achieve and be recognized for. People are not willing to give up on trendy outfits, even when doing exercise. Looking good is crucial to also feeling good. Sport apparels are being designed to make every body shape look at its best.
75%
consider the aesthetic aspect of the products to be important in decision making
56%
say that feeling positive about their aspect is determining for being confident
Data extracted from a survey subjected to 33 people with type 2 diabetes or suffering from chronic pain.
19
DIGITAL POSITIONING
Sentiment & keywords Users share their good comments about our competitors by sharing their relaxing moments after exercising. It is a kind of motivationa practice that helps them to contÄąnue to exercise and push their limit. They also share pictures to show their improvements with their friends. They appreciate the smartest way of exercising and the results they got in a short terms.
20
DIGITAL POSITIONING
Sentiment & keywords MOST USED KEYWORDS #smarttraining
#painrelief
#personalfitness
#sportstherapy
#dontstopwontstop
#physicaltherapy
#electricmusclestimulation
#trainsmarter
#recover y
#workoutmotivation
#electrotherapy
21
DIGITAL POSITIONING
Sentiment & keywords Our target also shares bad feedbacks about our competitors. Also through these comments we understood that the practibility of using the product is important for users and that we are going to communicate this clearly to make them undestand that our product is authentic and practical, it will not give our users this kind of problems.
Slendertone reviews
“This product might work if you could keep it on and connected... you can't. The leg bank stretches out very quickly, so the pocket with the device does, too. It becomes disconnected and therefore does not work. We were sent a second leg band, but the same thing happened within a week.” “Arrived quickly. Unfortunately the user guide is in badly spelt English and doesn't clearly show where to place the pads. Also no idea what the small flat paddle is for.”
Quell reviews
“I have not been consistently using these. but when I have used them I have seen some slight improvement in the firmness of my bum and tops of my thighs. If you're not a size 12 you probably would not buy these, as I do find them a bit tight and the velcro does keep coming undone. I found after a couple of uses that after 30 minutes the device needs charging again. You get better results from standing up in them rather than sitting down.” “My main problem with the shorts is that the sticky pads won't stay stuck to the shorts they peel straight back off when I'm trying to remove the protective covers to stick them to my legs. Also when I came to take the shorts off again the pads had come unstuck and were not connected to the shorts at all!” Reviews extracted from Amazon
22
DIGITAL POSITIONING
Target identiďŹ cation
Marketing target Who can buy or use our product/service?
For the definition of our users, it was necessary to identify and analyze our target, both the marketing and the communication target. This analysis was important to know who the product is destined to, and the communication necessary to reach them.
DIABETICS with relation to peripheral neuropathy 35-50 years old
NON-DIABETICS who suffer from chronic leg pain 20-50 years old
Communication target
SPECIALISTS DOCTORS
Who will talk about our product?
SUPPORTERS
INFLUENCERS
23
DIGITAL POSITIONING
Clusters
Marketing target Who can buy or use our product/service?
Then, through segmentation of the previously defined targets, we were able to identify clusters.
DIABETICS with relation to peripheral neuropathy
Diabetic preventing neuropathy
Diabetic 1st stages neuropathy
35-50 years old
NON-DIABETICS who suffer from chronic leg pain
Young person with chronic leg pain
20-50 years old
Communication target
SPECIALISTS DOCTORS
Physio therapists
Personal doctors
Relatives & friends
Trainers
Research bloggers
Journalists
Who will talk about our product?
SUPPORTERS
INFLUENCERS
24
Diabetic last stages neuropathy
DIGITAL POSITIONING
Personas
Marketing target Who can buy or use our product/service?
After defining clusters, we identified within each one, personas, an essential design tool, where personas are considered the ideal user with human characteristics, with their own identity, habits and needs,
DIABETICS with relation to peripheral neuropathy
Diabetic preventing neuropathy
Diabetic 1st stages neuropathy
35-50 years old
Careful Carine
NON-DIABETICS who suffers from chronic leg pain
Unbeatable James
Young person with chronic leg pain
20-50 years old
Lauren Ballerina
Communication target
Diabetic last stages neuropathy
SPECIALISTS DOCTORS
Physio therapists
Personal doctors
Who will talk about our product? Healing Diego
SUPPORTERS
Relatives & friends
Trainers
Caring Lisa
INFLUENCERS
Research bloggers
Supporting Clive Journalists
Influent Eleonora 25
Updated Giorgio
Spreading Cristina
Mum Paola
DIGITAL POSITIONING
Personas Primary personas
CAREFUL CARINE
Diabetic type 1
35 years
lawyer
single
Paris
€
medium
Carine has type 1 diabetes and has chances of developing peripheral neuropathy, since her mother suffers from it. Therefore, she wants to take preventive measures to avoid it. She really wants to have a healthier lifestyle and she already started by following healthy nutrition habits, but she has less motivation to exercise and is ashamed to show that she is diabetic in public.
“I need something in my life that does not make me feel uncomfortable and diabetic.” Conversion goals Product purchase Download app
Devices Dimensions
Needs and goals
Technology
Preventing diabetes peripheral neuropathy Health control
Free time
Social networks
Personalized exercise plan
Frustrations Physical activity
Looking diabetic
Channels
Feeling sick Aesthetic
Suffer from complications
Money for treatment
Blogs
Not following a regular diet
Diabetic Living The Healthy Foodie
Decision-making factors Aesthetic
Functionality
Quality
Price
Ergonomy
Reviews
26
Social Chat on Facebook with the online assistance of the brands. Followng pages about healthy eating and fitness on Instagram. Keep in touch with friends and other diabetics she knows via Whatsapp
Websites Diabetes Daily Eating Well
Newspaper & magazines Psychology Today Diabetes Forecast
DIGITAL POSITIONING
Personas Primary personas
UNBEATABLE JAMES
Diabetic type 2
39 years
mechanical engineer
married
New York
€
high
James is a very successful businessman and he feels that he does not have enought time to exercise. He has been suffering from diabetes type 2 for 7 years and he is beginning to develop peripheral neuropathy, which gives him leg pain. He does not want to give up and now that he knows his complication, he is determined to radicaly change his lifestyle.
“Only when we have pain, we notice we have problems, but there is always time to change if we want.” Conversion goals Product purchase Reviews Download app
Devices Dimensions
Needs and goals
Technology
Stopping development of peripheral neuropathy Changing his exercise routine
Free time
Social networks
Following the latest trends
Frustrations Physical activity
Wasting time
Channels
Being unsuccessful Aesthetic
Suffer from complications
Money for treatment
Blogs
Getting other complications
Diabetestrong Health line
Decision-making factors Quality
Functionality
Aesthetic
Reviews
Ergonomy
Price
27
Social
Websites Diabetes.org Amazon
Newspaper & magazines
Finds are shares USA Today intersting articles on Men’s Health Facebook. Posts his improvements on Instagram. Keeps in touch with far diabetics or friends who want advice from him, on Skype and Whatsapp,
DIGITAL POSITIONING
Personas Primary personas
MUM PAOLA
Diabetic type 2
48 years
secretary
married
Rome
€
medium
Paola admits being sedentary, she always puts her two children as a priority, without saving time for herself. Since she discovered that she has diabetes (since she was 36), she started having medical support, but that did not stop her developing complications. Her goal is to relieve pain since she spends a lot of time sitting while at work. That way, she would feel more motivated to stay active.
“Now is the time to devote some time to myself. I cannot continue to let pain affect my life.” Conversion goals Product purchase Subscription to app Following official page on Facebook
Devices Dimensions
Needs and goals
Technology
Relieving pain from peripheral neuropathy Routine management
Free time
Focus and determination to exercise
Social networks
Frustrations Physical activity
Not having time for herself
Channels
Unhealthy lifestyle Aesthetic
Suffer from complications
Money for treatment
Finding energy to keep up with her children
Kitchn blog Diabetic foodie
Decision-making factors Functionality
Quality
Ergonomy
Aesthetic
Price
Reviews
28
Blogs
Social Follow official pages on Facebook, keep in touch with her 17-year-old daughter that shares interesting news with her,
Websites A Sweet Life Foundationforpn
Newspaper & magazines Myself magazine La Repubblica
DIGITAL POSITIONING
Personas Primary personas
LAUREN BALLERINA
22 years
professional dancer
single
London
€
medium
Lauren has been dancing since she was 7, she always dreamed of being a professional dancer, but she has knee problems and sometimes she has to stop, but quit dancing was never an option. She tried several treatments and she’s always looking for solutions to minimize her pain. She has an active and healthy lifestyle and needs to practice exercise to keep her body strong.
“I’m always in a battle with my knee. It gets worse with stairs, and after sitting for a long time.” Conversion goals Product purchase Reviews Subscribe service
Devices Dimensions
Needs and goals
Technology
A product to relieve her knee pain Time to make exercise
Free time
Advice when to stop pushing herself
Social networks
Frustrations Physical activity
She doens’t want to stop dancing Complications of her physical condition
Aesthetic
Suffer from complications
Money for treatment
Channels Blogs
Being unsucessful
Livestrong Energetiks
Decision-making factors Functionality
Quality
Aesthetic
Price
Reviews
Ergonomy
29
Social
Websites Dance.com Gordom Ramsay
Newspaper & magazines
Follow official pages on Dance magazine Facebook and Instagram, Health magazine post pictures or short video reviews on Instagram. Watch videos of products on Youtube.
DIGITAL POSITIONING
Personas Secondary personas
HEALING DIEGO
28 years
physiotherapist
engaged
Barcelona
€
medium
Diego is a physiotherapist from Valencia. From a family of doctors, he started studying physiotherapy at age 20 and graduated at 25. He did one year of apprenticeship in Barcelona before being hired in a rehab center. He is one of the youngest and the most updated, stimulating his collegues to be more aware of new products on the market that could help the recovery of the patients.
“Recovering is not easy, fortunately new specific products make it easier to meet my patients needs.” Conversion goals Suggesting the product Make his patients purchase and subscribe Support useful products through sharings
Devices Dimensions
Needs and goals
Technology
Being trusted by his patients and collegues Making some patients try the products he finds
Job passion
Reading reviews and opinions
Social networks
Frustrations Awareness
The products not helping his patients When products require too much
Discoverer
Open to new
tech-knowledge for his elderly patients
Incentive
Reviews
Easy to use Patients feedback Price
Aesthetic
30
Blogs Drivensports Diabetesundsport.at
Decision-making factors Efficiency
Channels
Social Keep in touch with patients in WhatsApp. Watch video product reviews on Youtube.
Websites Designforsports.com
Newspaper & magazines Muscle & Fitness Men’s Health
DIGITAL POSITIONING
Personas Secondary personas
UPDATED GIORGIO
42 years
diabetologist
married
Turin
â‚Ź
high
Giorgio is a diabetologist who comes from Chivasso, but moved to Turin to study medicine, and at age 28 he specialized in diabetology. He is passionate about his job, he is open to new solutions and follows everything that happens in the scientific world of diabete. He always tries to be up to date to give his patients the best advices.
"Some people are scared to take too many drugs. And i want to be able to propose them other solutions." Conversion goals Suggesting the product Research on the product Receiving leaflets of product for patients
Devices Dimensions
Needs and goals
Technology
Not being too conservative Being updated on new researches or solutions
Job passion
Having deep and trustful relation with patients
Social networks
Frustrations Awareness
Not being able to make his patients heal His advice not being followed by patients
Discoverer
Open to new
When new solutions are too expensive
Incentive
Price
Quality
Efficiency
Reviews
Aesthetic
31
Blogs Diabetes self-management Scottsdiabetes
Decision-making factors Scientific approval
Channels
Social Keep in touch with patients for urgent issues in WhatsApp and Skype. Watch videos of new products on Youtube.
Websites The Lancet Diabetes & Endocrinology Nature Diabetes
Newspaper & magazines Wired (wellness section) Nature
DIGITAL POSITIONING
Personas Secondary personas
CARING LISA
26 years
marketing engineer
single
Zurich
€
high
Lisa is a marketing engineer from Switzerland. She grown up with her older brother, Thomas, who she is very affectionate to. Due to metabolism issues, Tom developed diabetes at age 25 and now that he is 37 he is starting to feel the first sympthoms of peripheral neuropathy. Tom, who lives far from her, is not keen on technology, but Lisa is, so she is always researching new solutions for him.
“Any suggestion to make my brother not take those much painkillers? Please inform me!” Conversion goals Suggesting the product Purchase the product for the brother Following official pages of the product
Devices Dimensions
Needs and goals
Technology
Supporting his brother to face his disease Always keeping en eye on new stuff
Job passion
Surprising her brother with innovative products
Social networks
Frustrations Awareness
Seeing her brother take too many medicines Not being sure about the actual utility of
Discoverer
Open to new
Incentive
Channels Blogs
a product
patientslikeme diabetes-and-neuropa thy.blogspot.it/
Decision-making factors Reviews
Quality
Functionality
Reviews
Price
Aesthetic
32
Social Follow products offical pages ang see latest news on Facebook, Instagram and Youtube. Chat with her brother about new solutions on Skype and WhatsApp.
Websites diabetesselfmanagement diabetes.co.uk
Newspaper & magazines Wired Diabetes Forecast
DIGITAL POSITIONING
Personas Secondary personas
SUPPORTING CLIVE
36 years
aerobic trainer
single
Chicago
€
medium
Clive is an aerobic trainer. He studied physical education at Indiana State University, and moved to Chicago at age 26 to become a professional trainer. He trains people at gym, for aerobic sports and jogging. He has become very famous because of his blog, where he posts advices, suggestions of new products, tips and experiences, being followed by many people around the world.
“Have a sport related problem? You’ll probably find a solution on my blog. If not, write to me!” Conversion goals Suggesting the product Subscribe to try himself Make his followers purchase and subscribe
Devices Dimensions
Needs and goals
Technology
Updating his blog frequently Answering followers questions and doubts
Job passion
Trying products to test functionality
Social networks
Frustrations Awareness
Not receiving the products to test Wasting time with unefficient products
Discoverer
Open to new
Finding time to make videos and writing posts
Incentive
Reviews
Easy to use Receive products Availability of info
33
Blogs drivensports.com diabetesundsport.at
Decision-making factors Efficiency
Channels
Aesthetic
Social Share previews of his blog posts on Instagram and Facebook. Anwer followers on Facebook. Share articles on Twitter. Make Youtube videos to show how to use and to comment the products.
Websites designforsport.com
Newspaper & magazines Muscle & Fitness Men’s Health
DIGITAL POSITIONING
Personas Secondary personas
INFLUENT ELEONORA
26 years
blogger
single
Milan
€
medium
Eleonora grew up in the middle of a family with diabetes and since she was little she has been familiar with the disease. Therefore, whenever she can, she tries to insert into her “Leo’s lyfestyle” blog options for a healthier lifestyle, so she can try to instill in her followers better eating habits and always finds the latest news also in terms of exercise: She is a design lover.
“We are what we want to be. Choose to be healthy, the rewards are greater than the sacrifice.” Conversion goals Articles and reviews Watching product videos Clicks to social accounts
Devices Dimensions
Needs and goals
Technology
Finding the latest news Spreading his thoughts and findings
Free time
Being able to change the life of her followers
Social networks
Frustrations Physical activity
Being unsuccessful Decreasing the number of followers
Aesthetic
Incentive
Discoverer
Blogs
Losing research partnerships
The Blonde Salad HBFit
Decision-making factors Reviews
Functionality
Aesthetic
Price
Quality
Ergonomy
34
Channels
Social
Websites Eat Yourself Skinny Greatist
Newspaper & magazines
Share previews of his Fitness Magazine blog posts on Facebook Women's Health and Instagram. Tweet her posts. Make Youtube videos.
DIGITAL POSITIONING
Personas Secondary personas
SPREADING CRISTINA
33 years
journalist
married
Milan
€
medium
Cristina is a 33-year-old journalist for the magazine “OK Salute e Benessere” in Milan. She studied communication sciences at the public University of Milan. After approximately two years of apprenticeship, she obtained the “journalist card” and four years ago she was hired by the magazine to write for the “diabetes” section of magazine.
“People need to know what’s new to treat diabetes, and I am here for it!” Conversion goals Articles and Reviews Product purchase for diabetic sister Subscription of the sister to app
Devices Dimensions
Needs and goals
Technology
Easily accessing to product info Interviewing designers or users
Free time
Spreading useful info about products
Social networks
Frustrations Job passion
Not getting enough info to write a proper article Not being sure of utility of product to suggest
Awareness
Incentive
Discoverer
Contrasting opinions on a new product
Decision-making factors Reviews
Accessible info
Quality
Price
Age of target
Aesthetic
35
Channels Blogs
Websites
ilmiodiabete.com blogs.dotnethell.it/ diabete
journals.sagepub.com
Social
Newspaper & magazines
Tweet her articles. Wired (wellness section) Share articles on her Oggi Salute Facebook page and on diabetic groups. Skype interviews. Watch videos of products on Youtube.
DIGITAL POSITIONING
Our users We made a survey that enabled us to understand the important factors for our users in order to describe them efficiently through personas. We also analized the way these personas act in different scenarios, discovering which sources they mostly trust, what are their online habits and which social media they use the most. Through this data, we understood which are the most important needs of our users and how we can fulfill them by engaging them in our product/service offer.
36
DIGITAL POSITIONING
Users Marketing & communication users Most searched words on Google together with tens therapy pain
smart relief
electrotherapy
sciatica
The search on Google for tens theraphy has doubled in 5 years
100 75 50 25
Jan. 2013
Jul. 2014
Apr. 2015
Jan. 2016
Jul. 2017
Data extracted from Google Trends
37
DIGITAL POSITIONING
Users Marketing & communication users Diabetic Neuropathy
Diabetic Neuropathy & Diabetic Health
Peripheral neuropathy help page uk
38
DIGITAL POSITIONING
Users Marketing users Doctor Specific shops Google
Blogs
Word of mouth
Where do users take information from? Specific shops
What source do users trust the most? Google
Blogs Facebook Word of mouth Doctor
Which social media are the communication users mostly using?
Communication users Efficiency
What are the most influent decision factors for the communication target?
Reviews
Quality Price Easy to use
Which social media are the marketing users mostly using?
Aesthetic Availability of info Scientific community approval Other
Data extracted from a survey subjected to 33 people with type 2 diabetes or suffering from chronic pain.
39
DIGITAL POSITIONING
Users Marketing users User needs
Features
Touchpoints
Conversion
Health control
A feature that will help to see progress
Progress personal page on App
Subscribe to App
Personalized exercise plan or change exercise routine
A system that will act like a personal trainer
The App
Subscribe to App
Follow trends
A way to keep the user always informed about news
Facebook page
Follow the official pages of intense
Prevent/reduce pain
A product that will help cope with the pain
Intense pants and device
Purchase pants and device
Be focused on exercising
A mean to encourage the user to always be motivated to exercise
Notification system
Subscribe to App
More time to exercise
Something that will be more effective in less time
The intense pants with EMS and TENS
Purchase pants and device
Advice when to stop pushing limits
A system that will calculate the exercise needed for the user
App with choice of exercise and countdown
Subscribe to App
40
DIGITAL POSITIONING
Users Communication users User needs
Features
Being updated
A media mix to keep followers updated
Facebook page, Instagram page, website with newsletter
Follow official pages, subscribe to newsletter
Being in constant contact with patients, build trust with them
A feature on App with chat or videocall between doctors and patients
App
Subscribe to App
Access info about the product
A clear info page with reviews and scientific articles as support
Website / link on Instagram bio
Visit website Follow on instagram
Interview designers
A contact page were to contact designers directly
Website
Visit website
Interview users
A feature on the app where users can propose themselves for interviews
App
Receive email notification from people that proposed themselves
Spread info about the product
An email address of the company to give permissions to post materials from website
Website / email
Contact via email, visit website
Read reviews and opinions about product
Facebook reviews, reviews on website
Facebook page, website
Follow facebook page, visit website
Answer on doubts and question on the product
A F.A.Q. page and an email contact on specific problems
Website, email
Visit or link website’s FAQ page, email the company
Test the product
A page were to request a product to try (for a professional or blogger)
Website
Visit website, subscribe to trial
Touchpoints
41
Conversion
DIGITAL POSITIONING
intense is a brand that is entering the market with its first product/service, designed for diabetics. A pair of leggings with electrical stimulation to relieve pain caused by diabetic peripheral neuropathy, and to even increase the effectiveness of physical exercise. We want to instill responsibility, awareness, commitment and perseverance in our user.
Positioning
Presentation
OUR BRAND We want to be the brand that makes the difference, that innovates every day and that provides a better life in the countries where we operate. we want to help reduce the pain of our users and stimulate physical activity.
DIGITAL POSITIONING
Values & advocacy If we achieve it, this will be our great victory. Our brand wants to be on people’s minds as a friend that made a great change on their lifestyle. From the confidence of our users, the product/service will naturally spread throughout the world.
intense wants to share its values with its users, trying to convey the values of the brand with trasparency, always saying the truth. For this reason, people will recognize our values in our communication, who we really are, a transparent brand. We want our user to recognize this, so that trust would grow naturally.
DISCOVERY
T R A N S PA R E N C Y
We always want to innovate, to learn from the needs of our users. They, more than us, are going to contribute. Together, we can conquer something seemingly impossible.
We want to be easily understood, to communicate our ideas directly and effectively, to be honest about who we are and to inspire others to act.
EMPOWERING
FRIENDLY We are a brand that is directly linked to people. We do not feel superior to the user, we want to be like a friend, someone really close, someone you can trust.
We provide solutions and suppport to people for their problems, but we are not the hero of the story, they are, because the motivation to change cames from them.
43
DIGITAL POSITIONING
WHY SHOULD PEOPLE LISTEN?
END BENEFIT
Our pre-fixed position offers an easy solution to reduce pain, the user just needs to wear the leggings.
To reduce your pain, just wear intense.
44
USP W H AT M A K E S M Y PRODUCT/SERVICE DIFFERENT FROM M Y C O M P E T I TO R S ?
DIGITAL POSITIONING
Branding
Mission Our mission is to offer a product that is simple, fast and effective, to reduce chronic leg pain and improve the users’ exercise experience.
Vision We imagine a world where chronic pain is no more an obstacle to exercise.
Promise #YourLifeIntenseProtection
45
DIGITAL POSITIONING
Branding
Tone of voice The intense tone of voice is honest, close to the user and will embody the values defined by the brand. The simple, laid-back tone of voice is seamlessly intertwined with our identity as a whole, broadening it in the way consumers can make a difference, being the main partners of this brand.
Writing form If a written reference is required, it should always be written in low case - intense.
Logo
e The name, intense, cames from the integration of TENS technology, present in our product/service. Integrating TENS into the word intense, we wanted to show the veracity of the technology we use, presenting us as a transparent brand. Our logo was designed with the intention of symbolizing not only our name but also what we stand for. To fight against sedentarism requires an extraordinary force, something intense. We defend strong values, and we want to transmit power to our user. For this, we want to transmit motivation and connection both on our product/service and brand.
46
DIGITAL POSITIONING
Branding
Protection area The logo needs a generous space around, to be possible to increase his visibility.
e
The height of the letter “e� determines the area of protection all around the logo. No interference is allowed image, text, or other graphic element within this area.
e
e
Minimum dimensions The logo should be resized, keeping the original proportions in the minimum 32 pixels high by 48,8 pixels wide for digital applications and 10mm high by 12,8mm wide for printing.
e 30px x 48,8px
47
10mm x 14,8mm
DIGITAL POSITIONING
Branding
High contrast version The logo has no color version, only monochrome version. In the first case, it can not be used on dark backgrounds or the same color (black), in the second case it can not be used on light backgrounds or the same color (white).
e
Logo application on photographic backgrounds
e
e
In photographic backgrounds, as the images on the side are to be shown, when the logo is applied, the color integrity must be maintained with the maximum possible contrast.
48
e
3
ST RA T EGY & PRO M O TION This third phase is the decisive phase in a digital strategy project. From the previous phase of positioning, we can see where our brand and product are currently present in the market and, from there, develop a solid brand, with the goal of creating a web reputation through the design of digital content on media. This, through the design of the promotional campaign, the identification of which media and conversion goals we will use and the develop of content to present in some of those media.
49
STRATEGY & PROMOTION
COMMUNICATION GOAL
Gain the trust of our users and spread our brand, our values.
STRATEGIC GOAL
Launch our startup and leave enough time to our users to trust us in order to regain the money invested in the production phase.
50
STRATEGY & PROMOTION
Concept In order to launch our product on the market, as a startup, we are communicating the values of our brand through a campaign. We are an empowering and innovative brand which wants to bring a real change in user’s life and we want our target to know how easy it is to be free to exercise again with our product. Our strategy is going to last 12 months. In the first phase we are planning to raise awareness about our product and to attract attention on our brand. After this first period of time, we will gain engagement with our users by creating a strong and trustful relationship with them. We want them to feel in a friendly and safe environment of people that care about their needs. In order to reach our goal we will use a simple, clear and transparent tone of voice, with different kinds of contents.
51
Our mood
STRATEGY & PROMOTION
innovative discover empower free to move confidence balance ease of use We defined our moodboard in order to describe the kind of communication and tone of voice we want to use, while talking to our users.
52
STRATEGY & PROMOTION
Media mix
Web marketing
Website
Facebook for businesses
Google Ad Words
Social media strategy
Digital public relation
Web magazines
Blogs
53
STRATEGY & PROMOTION
Duration Our strategy from the final stage of development of the product to the final stage of communication phase, will last 1 year. It will be divided into three different stages, engagement phase (lasting 1 month), awareness phase (lasting 3 months), and, in the end, retention phase (lasting 8 months). All these three phases will be linked to each other, as the visual timeline shows.
Launch of the product Influencers’ event
Product development
Public event Engagement Awareness Retention
10 · 2017
05 · 06 · 2018 2018
09 · 2018
54
05 · 2019
STRATEGY & PROMOTION
E N G AG E M E N T PHASE 1 In this phase we will try to catch people’s attention by spreading posts on different social media, promoting our commercial video and making people interact with us, so that when the product is lauched people will not be unprepared.
Product development
Engagement Awareness Retention
10 · 2017
05 · 06 · 2018 2018
09 · 2018
GOAL We aim at understanding how users define their problem and offer a solution creating curiosity about our product before launching.
55
05 · 2019
STRATEGY & PROMOTION
E N G AG E M E N T PHASE 1
paid media
Facebook ads
In order to reach people who have interests in pages similar to ours.
Google AdWords
To attract our potential users who searched for related keywords.
owned media
Website
It will be linked on all channels for detailed information about the product.
Youtube
In this phase we will upload our promotional video to see interaction with related accounts and to start creating a community for later stages.
Facebook + instagram
After publishing our promotional video we will keep our facebook and instagram pages constantly updated to keep in touch with our potential users and arouse curiosity.
56
STRATEGY & PROMOTION
Content examples ENGAGEMENT
Promotional Youtube video
57
STRATEGY & PROMOTION
Content examples ENGAGEMENT
Instagram post
58
STRATEGY & PROMOTION
Content examples ENGAGEMENT
Sponsorized Facebook post
59
STRATEGY & PROMOTION
AWA R E N E S S PHASE 2 The awareness phase is going to begin with a launching event in different European capitals, for influencers, journalists and bloggers. We will then ask them to review the product in order to stimulate people to order a numerous amount of products in the first months.
Launch of the product Influencers’ event
Product development Engagement
Awareness Retention
10 · 2017
05 · 06 · 2018 2018
09 · 2018
GOAL We want to be explicative about the product and the service, by also showing some details, how it works and it is used. People will be convinced to buy it also from the earned media, the reputation we will build among influencers.
60
05 · 2019
STRATEGY & PROMOTION
AWA R E N E S S PHASE 2
paid media
Facebook ads
In order to boost our feed to reach more people with same interest and increase interaction with related pages.
Google AdWords
Attract attention of people who is looking for a solution for their problem and direct them to our website that shows our competitive advantages.
Influencers’ event
We will organize events to introduce our product to famous influencers and get reviews from them to spread in our official pages.
owned media
Website & newsletter
It will be linked to all channels for detailed information. There will be a newsletter for updates and for influencers to request the product.
Youtube
In addition to our promotional video we will publish a “how to use” ‘video.
Not too detailed but explanatory articles related with TENS and EMS will be shared, in oder to highlight our competitive advantages.
We will repost the posts of influencers and users about our product and attract attention with motivational and inspirational feed.
earned media
Magazines
Reviews on our product will be published.
We will gain visibility through posts of influencers who tried our product. 61
STRATEGY & PROMOTION
Content examples AWA R E N E S S
Website landing page
62
STRATEGY & PROMOTION
Content examples AWA R E N E S S
Launch event influencers
63
STRATEGY & PROMOTION
Content examples AWA R E N E S S
Instagram influencer repost
64
STRATEGY & PROMOTION
Content examples AWA R E N E S S
Facebook shared article
65
STRATEGY & PROMOTION
RETENTION PHASE 3 During the last phase we will need to not let users lose the focus on our product/service. That’s why at the beginning of it, after gaining some attention through the awareness phase, we will ask users to take part in an event where they will meet and exercise together, We will keep interacting with our users posting motivational sentences and reposting users’ experiences.
Product development
Public event Engagement Awareness
Retention
10 · 2017
05 · 06 · 2018 2018
09 · 2018
05 · 2019
GOAL Keep attention high by creating interesting contents about the product and brand. After creating a group of people who are aware of our existence, we aim to build trust and create a community to increase the number of loyal consumers. 66
STRATEGY & PROMOTION
RETENTION PHASE 3
paid media
Facebook ads In order to boost our feed to reach more people with same interest and increase interaction with related pages Google AdWords Attract attention of people who is looking for a solution for their problem and direct them to our website that shows our competitive advantages. Collaboration with influencer Shooting sponsored videos with influencers. Public events To enlarge our community of users we will organize public events.
owned media
Website We will give detailed information about product and links to articles which explain the technology behind also we will publish the stories of our users, how our product changed their life. Youtube Additional to promotional and informative videos we will publish interviews with doctors Facebook We will share the related articles and videos. Instagram Additional to motivational and inspirational post we will also share the stories of our users.
earned media
Website We will give detailed information about product and links to articles which explain the technology behind also we will publish the stories of our users ‘how our product changed their life. Youtube Additional to promotional and informative videos we will publish interviews with doctors. Facebook We will share the related articles and videos. Instagram Additional to motivational and inspirational post we will also share the stories of our users.
67
STRATEGY & PROMOTION
Content examples RETENTION
Facebook public event
68
STRATEGY & PROMOTION
Content examples RETENTION
Instagram page
69
DIGITAL STRATEGY
e