Marketing strategy
The targets of Easy By T
Core target
Primary target
Students and high school prescribers
Aged between 17 and 30, these young people have very busy schedules, between courses, odd jobs and social life, they often find it hard to make ends meet. Highly organized and constantly in touch with social networks, their phones are an extension of their hands. Always on the lookout for the cheapest package, they surf the web for the latest promotional offers, because despite being demanding, they don’t like to find themselves with a faulty package and no customer service. For them, their smartphone must always be operational, so they can stay in touch with their family and of course their social networks, as well as their work and studies. They’re always financially broke, so they’re vigilant about price and opportunities.
Pain Points:
They can’t afford a big package with premium service, but they’ll be very sensitive to the sponsorship offer, which will give them a premium package for 1 euro every time they sponsor two new packages. A year at 12 euros with 300 GB for only 24 new packages is a motivating challenge for their resourceful spirit and system D habits.
Urban assets
Aged between 25 and 60, these individuals are used to busy schedules, between work and private life, they are obliged to manage their time. Highly organized and tuned in to social networks, they are demanding, they like efficient and responsive customer service to make up for the lack of time, their smartphone must in their eyes always be operational to keep in touch with their family, their social networks but also their work. They are financially comfortable, but vigilant about price and service.
Pain Points:
Customer service is an important point for them. They don’t like to wait, because a breakdown of their communication tool can’t last, as the impact on their organization is very stressful for them.
The offers available with premium services are costly, and often include additional out-of-pocket costs.
They will appreciate a more economical offer that provides them with human, responsive customer service that resolves problems in concierge mode.
Sébastien, 40 years
Rural from the start
Has always lived in a rural commune. Accustomed to the lack of local services, he leads a simple life close to his family. He works as a farmer and prefers direct interaction to digital communications.
Behaviors :
– Little use of social networks, preferring direct contact.
– Used to limited access to services
– Buys mainly in local shops
Needs :
– Packages adapted to moderate data consumption.
– Human, accessible customer service.
– Reliable network coverage.
– Simple, clear offers.
Pain Points :
– Telecom offers often unsuited to cellular data needs.
– Complexity of offers and contracts.
– Lack of local services to change providers.
– Uneven network coverage.
Key messages :
– “Packages tailored to your budget and consumption.”
– “Customer service close to you.”
– “Enjoy the best network coverage thanks to our multi-operator coverage.”
Sophie, 37 years
The Neo-Rural
An interior designer, Sophie has moved from Paris to the countryside for a better quality of life, and has a job that allows her to telework.
Behaviors :
– Hyper-connected.
– Active on social networks.
– Sensitive to digital communications and new technologies.
Needs :
– Highly proactive customer service
– Adapted packages and a range of phones suited to her uses.
Pain Points :
– Lack of time to travel to the city for customer service issues.
– Feels isolated from family and friends in the city.
Key messages to develop with this target :
– “Stay connected wherever you are thanks to our multi-operator coverage.”
– “Take advantage of VIP customer service to save you time.”
– “Packages tailored to your actual consumption.”
Laurent, 45 years
Periurban
He lives on the outskirts of a large city, in a suburban area. He is married with two children. As an executive in a technology company, he regularly commutes between home and the city, which means long daily journeys. Passionate about new technologies, he is highly connected, frequently using social networks and digital tools for work and leisure.
Behaviors :
– Active on social networks for information and work.
– Prefers online shopping, but travels into town for specific services.
– Often on the move, needs reliable network coverage everywhere.
– Seeks quick and simple solutions, without administrative complexity.
Needs :
– Flexible, data-rich packages for business and personal needs.
– Fast, responsive online customer service.
– Optimal network coverage on suburban routes.
– Adapted, easy-to-manage family plans.
Pain Points :
– Uneven network coverage when traveling.
– No time to go to the store.
– Prefers to manage telecom procedures online.
– Needs family plans, including options for teenagers.
Key messages:
– “Enjoy optimal network coverage, even on the move.”
– “Flexible family plans to cover all your needs.”
– “Save time with our 24/7 online customer service.”
Marie, 44 years
Rural senior
Lives in a small community. She enjoys the peace and quiet, works in a local business, and participates in community events.
Behaviors:
– Active on Facebook for her local circle.
– Limited access to services due to location.
– Buys mainly from local shops.
Needs:
– Economical packages to match limited purchasing power.
– Human customer service
– Clear understanding of offers
Pain Points:
– Telecom offers often unsuited to cellular data needs.
– Complexity of offers and contracts
Key messages:
– ‘Packages adapted to your budget and consumption.”
– “Customer service close to you.”