This document outlines a social media marketing proposal for mushroom supplement company Mushroom Matrix. It proposes identifying target customer groups focused on health, fitness, and the outdoors. The plan is to build customer loyalty through understanding customer needs rather than just promotions. It suggests sending influencers product samples to provide feedback and reviews to influence their communities. Data on potential and current customers will be analyzed to understand trends and improve marketing strategies.

1. Mushroom Matrix Project Proposal:
SOCIAL MEDIA MARKETING
1. Identify groups of potential customers/Gather customer Data
Focusing on specific products: Fit, NRG and Critical Care
Suited Audience
Healthy & fit Gender: Female and male Age: 25-55 HH income: $60K+ Health research, vitamins &
supplements, cooking & recipes, exercise programs & equipment, athletic apparel, fitness publications
Green consumers Gender: Female and male Age: 25-50 HH income: $75K-$150K Organic food,
energy-efficient appliances, environmentally responsible brands
Sportsmen Gender: Male Age: 28-60 HH income: $50K-$100K Trucks & SUVs, outdoor gear & apparel,
motorboats, hunting & fishing publications, land conservation
Outdoor enthusiasts Gender: Female and male Age: 25-40 HH income: $50K+ Outdoor apparel, SUVs,
wagons & trucks, outdoor gear & products, fishing & gaming supplies
Shopping enthusiasts Gender: Female Age: 25-49 HH income: $60K+ Women’s clothing, health &
beauty products, home furnishings, coupons & promotional newsletters
Fit moms Gender: Female Age: 25-48 HH income: $75K+ Athletic apparel, sports equipment &
accessories for the entire family
Target Customers: Athletes and for those individuals who care about their well being between 25-50
years, middle class and both genders.
2. Focus on supporting, not promoting/Customer loyalty Program
Once the team identifies a group, it does not simply consist of handing out coupons and samples. The
team first reaches out to understand why the group doesn't buy MM products and how MM could help
them.
3. Encourage feedback (Send Products?)/Customer Reviews

2. Send products to influencers in related online communities. Example: One blogger received enough
samples to host a giveaway promotion on her site. Influencer can consume product and provide feedback
on product. If positive feedback the community can be influence to buy product.
Using Questionnaires
4. Data Analysis of Potential customers data base and Current Customers
Latest Trends
Final result
Other ideas:
Mobile Offering: App with promotional aspects
Links:
GNC:
Social Media Marketing: http://www.marketingsherpa.com/article/case-study/gncs-strategy-courting-
online-influencers
Mobile Offering http://www.mobilemarketer.com/cms/news/commerce/9180.html
More about GNC: http://uoinvestmentgroup.org/wp-content/uploads/2012/02/GNC.pdf
Unique customer Base Strategy: http://www.nutraingredients-usa.com/Manufacturers/Social-media-push-
discounting-to-drive-GNC-in-2013-CEO-says
Member pricing Program: http://www.retailonlineintegration.com/article/gnc-rewards-its-loyal-customers-
with-new-member-pricing-program/1
Positive Results: http://www.marketwatch.com/story/gnc-holdings-inc-reports-first-quarter-2014-results-
2014-05-06
More news: Search Ad: https://advertising.yahoo.com/Insights/INSIGHTS -GNC-SEARCH-AD.html
Data
http://www.datalogix.com/wp-content/uploads/2012/06/DLX_Lifestyles_audiences_overview_July2013.pdf
who are their main competitors, any company with supplements, or is it specifically mushroom
supplements, or do they consider post or pre workout supplements competition?
Do you have pattents?
What is your company atmosphere like? and does everybody 100% believe in thos product?
NRG matrix are we using that for studying? Outdoor activity, everyday life, focusing on studies.
who is already buying you're product ad using it currently?
is there a database or an application launched yet?>
Do you guys sponsor or market your product currently, and if so what are you doing now?
what are your sources for social media currently?
Do you guys want to build customer loyalty?