Welcome to the final instalment of our mini-series aimed at decoding the presumed magic of psychometrics. Previously, we've explored the ins and outs of what it is and how it operates. In the following article, we unveiled practical methods for using it to segment your database.
Now, let's delve into how to engage these segments effectively to optimise their engagement and boost your sales.
But before we do that, let's add a personal touch to your segments. As you may recall, the OCEAN model acronym encapsulatesOpenness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism. Rather than sticking with these technical terms, let's humanise them a bit. Let's call them Oliver, Carla, Emily, Adam, and Nicky and recap what their psychometric typologies tell us about them.
Humanising OCEAN with friends.
Oliver (Openness)
Firstly, let's meet Innovative Oliver, always on the hunt for the newest trends and breakthroughs in the automotive industry. It's worth keeping a keen eye on customers like Oliver, who are typically more open to embracing novel ideas and products.
Carla (Conscientiousness)
Next up is Diligent Carla, the embodiment of a responsible car owner. She spends time researching and comparing vehicles before finalising a purchase, and she's thorough about maintenance.
Emily (Extraversion)
Then we have Social Emily, who truly shines in social situations in person and online. She is an avid car enthusiast who loves sharing her passion with friends and followers and actively participates in car-related events and discussions.
Adam (Agreeableness)
Amiable Adam is a model team player. His polite, supportive, and understanding nature makes him a joy to collaborate with during car-buying.
Nicky (Neuroticism)
Lastly, meet Sensitive Nicky, whose heightened anxiety and emotional variability can influence her decisions relating to cars.
How best to engage each
As we've previously highlighted, each persona has unique preferences, responding best to a specific tone of voice, communication style, channel, colour palette, visuals, timing, and messaging.
Naturally, each persona may also prefer different cars, but in this article, let's focus on a single car - a mid-size electric SUV - and explore how to make it appealing to all.
In the interest of simplicity, we'll bypass the complexities of managing multiple channels and timings and use email only.
Oliver
To engage Innovative Oliver, emphasise innovation and forward-thinking concepts, spotlighting new car features, distinctive designs, and any ground-breaking technology to pique his interest.
Utilise platforms like social media, email newsletters, and blog posts to keep him updated on innovative car models or technological developments.
In terms of aesthetics, use vibrant, bold colours like electric blue, lime green, or hot pink to underscore the uniqueness and innovation of the electric SUV.
In your visual content, zero in on the vehicle's unique design and customisable features. Present the SUV in a range of colours and environments that illustrate its adaptabilities, such as urban landscapes or picturesque drives. Showcase its state-of-the-art infotainment system and other innovative elements.
In your messaging, adopt an enthusiastic tone and communication style that radiates excitement about new features and technologies. Show people having fun. Your email might read something like this:
Subject: Say Hello to the [Car Model]: Your New Electric SUV Reimagined for tomorrow
Hi Oliver,
Prepare to embrace the future of motoring with our brand-new mid-size electric SUV, the [Car Model]! Designed with you in mind, this ground-breaking vehicle merges eco-consciousness with cutting-edge features that truly set it apart.
Explore the enticing features of the [Car Model]:
A distinctive, head-turning design that leaves a lasting impression
Customisable colour options to align wherever your spirit takes you
State-of-the-art infotainment system for that unrivalled driving experience
The all-electric powertrain for sustainable, clean emission-free driving
Take the opportunity to be at the forefront of the automotive revolution – visit our website or pop into our showroom to discover the [Car Model] today!
Cheers,
Carla
Carla appreciates practicality and dependability. When engaging with her, adopt a clear, insightful tone that emphasises the efficiency and benefits of your products.
Focus your strategy on email campaigns, comprehensive brochures, and in-depth website content.
Use tidy, structured layouts and visuals that underline the vehicle's functionality and use neutral and professional colours like navy blue, charcoal grey, or deep green to convey reliability and practicality.
In your visuals, underscore the SUV's efficiency, driving range, and ample interior storage capacity. Highlight images of the spacious interior, flexible charging options, and practical features like advanced safety technology. Use infographics or charts to underscore energy efficiency and potential cost savings.
In your messaging, highlight the car's reliability, fuel efficiency, long-term value, and comprehensive maintenance plans that align with Carla's conscientious nature. Your email could read as follows:
Subject: Efficiency, Simplicity & Practicality: Discover the [Car Model] Electric SUV
Dear Carla,
We're thrilled to present our latest electric mid-size SUV, the [Car Model], designed with your practical needs at heart. Experience the perfect blend of efficiency, reliability, and functionality wrapped up in one eco-friendly package.
The [Car Model] delivers:
Unmatched range and energy efficiency
Effortless charging solutions for worry-free ownership
A spacious, functional interior with plentiful storage & flexibility
Cutting-edge safety features for a secure driving experience
Embrace the ease and simplicity of electric driving with the [Car Model]. Visit our website or visit our showroom today!
Best regards,
Emily
Emily thrives on social interaction and sharing her passion for cars.
Prioritise platforms like social media, interactive online forums, and car-related events or meetups.
Opt for warm, inviting colours like teal, coral, or soft purple to instil a sense of belonging and warmth.
Regarding visuals, concentrate on the social elements of owning the electric SUV. Feature images of contented customers and friends enjoying the vehicle, attending gatherings or events, and interacting with the brand on social media. Highlight the car in social settings, such as group road trips or meetups at charging stations. Incorporate user-generated content, like customer photos or testimonials, to cultivate a sense of connection and camaraderie.
In your communications, employ an upbeat, friendly tone that encourages engagement and fosters a sense of community. Promote car-related events, share stories of memorable journeys, and encourage customers to interact with one another and share their experiences. Your email might read:
Subject: Join & enjoy the [Car Model] Family: The Ultimate Electric SUV Experience
Hello Emily,
We're delighted to invite you to become part of our [Car Model] electric SUV owners' community! Share your passion for cars, sustainability, and innovative technology with like-minded individuals.
As a [Car Model] owner, you'll enjoy:
Exclusive access to [Car Model] events and meetups
Opportunities to connect with fellow electric SUV enthusiasts
Sharing your road trip adventures and favourite charging spots
Engaging with us on social media for the latest news and updates
Don't miss out on the camaraderie – visit our website or showroom to explore the [Car Model] and become part of our vibrant community!
Cheers,
Adam
Adam appreciates a friendly, helpful approach.
Prioritise personalised email campaigns, one-on-one consultations, and responsive customer service channels.
Opt for trustworthy and comforting colours like royal blue, forest green, or rich burgundy to convey stability and dedication to customer care.
Feature the SUV in a safe and comfortable environment, such as a well-lit showroom or a tranquil suburban setting. Show sales representatives assisting customers and pictures of service technicians at work. Include images of satisfied customers, community events, and philanthropic initiatives to convey your brand's commitment to cooperation and understanding.
Adopt a warm, empathetic tone in your communications that fosters trust and rapport. Emphasise the supportive nature of your brand, offering assistance and advice throughout the car-buying and ownership process. Your email might read:
Subject: Your Journey, Is Supported: Discover the [Car Model]
Hi Adam,
At [brand], we appreciate the value of a supportive team during your car-buying journey. We're proud to introduce the [Car Model], an electric mid-size SUV designed to cater to your needs while providing exceptional customer care.
Choose the [Car Model] and [brand] for:
A comfortable, safe, and eco-friendly driving experience
Personalised support throughout your car-buying journey
Comprehensive after-sales service and maintenance
A deep commitment to customer satisfaction and community involvement
Visit our website or showroom today to explore the [Car Model] and experience our unparalleled service.
Best regards,
Nicky
Nicky requires understanding and reassurance.
Focus on attentive customer service through live chat, phone support, and personalised email follow-ups.
Use calming and soothing colours like soft blue, gentle green, or lavender to create a sense of safety and tranquillity.
In visuals, highlight the safety features, awards, and certifications of the SUV to alleviate Nicky's concerns about car safety and reliability. Showcase the SUV's safety features, quiet cabin, and eco-friendly aspects. Include images of the advanced safety technology, serene driving experiences, and families enjoying the vehicle. Display infographics or statistics related to safety ratings and environmental benefits.
Adopt a patient and reassuring tone in your communications that addresses her concerns and instil confidence in her car-related decisions. Focus on the vehicle's safety, reliability, and long-term value, and provide ample information to help Nicky feel confident in her car-buying decisions. Here's a potential email:
Subject: Drive with Confidence: Experience the Safe & Eco-Friendly [Car Model] Electric SUV
Greetings Nicky,
Your safety and peace of mind are our top priorities. That's why we're delighted to introduce the [Car Model], an electric mid-size SUV designed to offer the peace of mind you deserve.
The [Car Model] features:
Top safety ratings and advanced safety features for your protection
Zero-emissions driving for a cleaner, greener future
A quiet, comfortable cabin to soothe your driving experience
Reliable performance and comprehensive warranties for worry-free ownership
We're here to help you make an informed decision and ensure you feel confident about your car purchase. Visit our website or showroom today to learn more about the [Car Model] and take it for a test drive!
Warm regards,
Now that we've covered what to do, let's also explore what to avoid.
Avoiding pitfalls
In the opening article of this series, we touched on the pitfalls of non-personalised communication, which only resonates with a small fraction of your audience.
Considering the diversity in communication style, messaging, visuals, and overall tone we've just explored, you can see why a one-size-fits-all approach simply cannot work.
One-size-fits-all communications is not Customer-centric
Generalised communication lacks the necessary focus to engage effectively with each unique audience segment. As a result, it falls flat or worse, failing to resonate with any particular personality typology. It will diminish engagement and reduce the likelihood of converting your group of potential buyers.
Oliver: A generic email might not emphasise the unique, artistic, and innovative features that Oliver values. Suppose the email only briefly touches upon the customisable options, design elements, or advanced technology. In that case, he may feel that the electric SUV is just another ordinary vehicle, not capturing his interest or appealing to his creative nature.
Carla: If the email focuses more on the social aspects or innovative design features and fails to address Carla's practical needs, she may lose interest in the electric SUV. Carla is looking for information on efficiency, reliability, and functionality, and a generic email that doesn't explore these aspects might make her question the SUV's suitability for her needs.
Emilly: A generic email that doesn't highlight the social aspects of owning the electric SUV, such as events, meetups, or opportunities to connect with fellow enthusiasts, may not resonate with Emily's desire to engage with a like-minded community. If the email is more focused on safety features or practical aspects, Emily may not feel excited or inspired.
Adam: If the email concentrates on design elements, social engagement, or safety features without addressing customer care and support, Adam may not feel confident that the brand or dealership understands and values his needs. A generic email that doesn't emphasise personalised assistance, after-sales services, and customer satisfaction might make Adam feel overlooked/neglected and less inclined to consider the electric SUV.
Nicky: A generic email that skims over safety features, comfort, and eco-friendliness might not sufficiently address Nicky's concerns about safety and peace of mind. If the email focuses more on social interaction, design innovation, or practical aspects, Nicky may not feel reassured that the electric SUV is suitable for her needs.
Personality types: Contrasts, conflicts & consequences
In our initial article, we also skimmed over the potential negative impact of mismatched communications on contrasting personality types. Now, let's delve a little deeper, taking email, colours, and imagery as examples to illustrate this concept.
Oliver is incompatible with Carla: Oliver is drawn to unique, artistic, and innovative features, while Carla's email focuses on practicality and efficiency. Using neutral colours and prints that emphasise functionality, storage, and charging options may not appeal to Oliver's creative nature and could make the SUV seem less attractive.
Carla is incompatible with Emilly: Carla values practicality and reliability, while Emilly's email focuses on the social aspects of owning the electric SUV. The warm, inviting colours and images of group gatherings and social events might not resonate with Carla's need for efficiency and functionality, making the SUV seem less suitable.
Emilly is incompatible with Adam: Emily is interested in connecting with fellow car enthusiasts and creating a sense of community, while Adam's email emphasises customer care and support. Using trustworthy colours and images showcasing dealership staff and after-sales services might not align with Emily's desire for social interaction and engagement, causing her to lose interest in the electric SUV.
Adam is incompatible with Nicky: Adam values support and understanding during the car-buying process, while Nicky's email focuses on safety and tranquillity. The calming colours and images emphasising safety features and peaceful driving experiences may not highlight the customer care and assistance that Adam seeks, making the SUV seem less appealing.
Nicky is Incompatible with Oliver: Nicky is concerned about safety and peace of mind, while Oliver's email showcases the vehicle's unique design and innovation. Using bright, bold colours and images that focus on the SUV's customisable features and infotainment system might not address Nicky's concerns about safety and reliability, potentially deterring her from considering the electric SUV.
To wrap up, aligning your emails, sequencing, colours, and images with the recipient's persona is vital to ensure your communication strikes the right chord with their unique needs and preferences.
Broad-brush and misaligned marketing materials are off-putting, lowering engagement and your chances of transforming potential buyers into happy customers. Personalisation isn't just a nice add-on; it's a critical strategy for nurturing customer engagement and ramping up your sales.
In summary
Throughout this mini-series, we've walked you through the process of:
Identifying data sources
Spotting typology attributes
Scoring these attributes
Recognising behavioural and interactive patterns
Segmenting your database
Selecting a small campaign to test out (the mid-size EV SUV)
Crafting personalised messaging, tones, visuals, and colours
What's next?
Your next mission is setting the segments and running this campaign on your marketing automation platform.
Then you will need to analyse the performance metrics and, based on the results, fine-tune your segments, messaging, and sending rules.
Once you've done that, you can easily apply your newfound knowledge to your entire database, channels, and campaigns strategically. Best of luck!
And remember, if you need a helping hand along the way, don't hesitate to contact us using the details on the bottom of the page or on LinkedIn!
