10 / 127-129 Power Street,
Hawthorn, Victoria 3122, Australia
Telephone +61 3 9425 9555 email@example.com
Background and Objectives ANZ had defined key customer segments yet had difficulties in expressing their key segment traits to staff. A tone of voice and a consistent messaging guideline on how to understand and engage these segments was required. It also had to be a simple to use communication piece to deliver these messages and become a compelling ready reckoner device that could be used for constant referral.
Creative Strategy A carefully considered selection of items were collected that highlighted lifestyle, financial and personality attributes of key customer segments. The imagery created consists of found elements to give understanding to the everyday lives of these customers. One side of the poster is utilised to portray this and is punctuated with ‘factoids’ that are key to the specific customer segment.
The other side of the poster is utilised to give an ‘at a glance’ overview of customer research and strategy. Overall each segment snapshot poster consists of a belief statement, key insights, segment essence, values, principles, attitudes and tone of voice. This allows for a structure that can incorporate the particular customer segments’ expectations and priorities as well as a snapshot of how ANZ staff should respond.
Outcomes ANZ have been able to educate their staff so that consistency of message to a targeted customer segment can be achieved as clearly as possible. The informative and engaging content (spoken in the voice of the customer) enables staff to make an immediate connection with their key customer segments.