IMS - SDSU MBA Thesis ppt
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The document discusses marketing recommendations for Industrial Metal Supply based on market research. It identifies 5 potential customer personas for targeting campaigns. Recommendations include local TV, radio, and magazine advertising, as well as social media initiatives like a photo contest on Facebook, 'Ask the Experts' videos on YouTube, and a company blog. Additional recommendations are customer promotions like in-store contests and networking events, as well as workshops and community events to build brand awareness. Next steps are to use the customer personas to target marketing, implement social media strategies, determine initiatives based on budget, and benchmark campaigns to measure ROI over time.
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IMS - SDSU MBA Thesis ppt
- 1. Industrial Metal Supply An SDSU MBA Consulting Project
- 3. How Did We Find Ian?
- 4. Current vs. Potential Customers
- 7. Shopping Behaviors of Men Only Necessary Items Brand Loyalty Advertising Preferences
- 8. Radio and TV Habits of Men Hours Viewing Program Preferences
- 9. Habits of Men Aged 35 and Under Online and Mobile Social Media
- 10. Meet Your Target Market
- 11. Customer Persona: Aaron Gomez Age: 29 Ethnicity: Caucasian Occupation: Architect Salary: $51,000 Education: Bachelor’s Degree in Architectural Engineering Location: San Diego, CA Family: Unmarried, no children Retail Metal Shopping Frequency: Once a month Average Spent on Retail Metal per month: $120
- 12. Customer Persona: Jeremy Stallings Age: 38 Ethnicity: Caucasian Occupation: Purchasing Manager Salary: $60,000 Education: Bachelor’s Degree in Business Location: Phoenix, AZ Family: Married, 2 children (4 and 9 years old) IMS Shopping Frequency: Once a month Average Spent at IMS/Visit: $280
- 13. Customer Persona: Ian Morrison Age: 47 Ethnicity: Caucasian Occupation: Senior Engineer Salary: $125,000 Education: Some College Location: Irvine, CA Family: Married, 2 children (16 and 20 years old) IMS Shopping Frequency: Once a month Average Spent at IMS/Visit: $180
- 14. Customer Persona: George Bennett Age: 56 Ethnicity: Caucasian Occupation: Business Owner/CEO Salary: $180,000 Education: Some College Location: Sun Valley, CA Family: Married, 2 children (18 & 23) IMS Shopping Frequency: Once a month Average Spent at IMS/Visit: $150
- 15. Customer Persona: William Roberts Age: 60 Ethnicity: Caucasian Occupation: Retired engineer Salary: $110,000 Education: Bachelor’s Degree Location: Sun Valley, CA Family: Married, 2 children (30 & 25 ) Retail Metal Shopping Frequency: Once every few months Average Spent on Retail Metal per month: $120
- 17. Local TV Advertising Local Markets
- 19. Magazine and Website Advertising 0 Monthly, 67% Management and purchasing Monthly, 67,000 welding professionals 97,000+ subscriberswithbroad reach across industries Bi-monthly, 28,500 reach
- 22. March 1-April 2, 2012
- 24. Offer monthly inspiration for metal projects
- 26. Helps IMS position themselves as metal experts with answers
- 30. 3 to 6-month promotion depending on the season
- 32. Guest Speaker
- 33. Gifts
- 35. Affordable, fun and accessible in IMS parking lot
- 37. Feature different techniques and metals
- 39. The End of the Roll
- 41. Implement the recommended social media strategies
- 42. Determine which marketing initiatives to pursue based on budget
- 43. Benchmark each campaign to determine ROI and best practices
Editor's Notes
- At the beginning of the project, you told us that anyone could be your target customer, as long as they had a metal need. You asked us to effectively target your customers to increase retail sales. What we found out, was that your average customers are actually: Male (click), Caucasian (click), Between 50 and 57 (click), with a family that includes grown children. And this is what we were left with. Today, we’re going to show you how to effectively reach this man, and others just like him, with marketing efforts.
- 1-2-1- Interviews: 4 current customers,3 potential customers,Questions focused on understanding needs and wants of target demographic Survey: Distributed online through Qualtrics to 9,000 IMS customers,Sent out by professional metal working organizations,790 responsesSecondary Research: List of local professional metal working organizations,Researched metal industry trends,Developed better understanding of male retail shopping habits.
- 1-2-1- Interviews: 4 current customers,3 potential customers,Questions focused on understanding needs and wants of target demographic Survey: Distributed online through Qualtrics to 9,000 IMS customers,Sent out by professional metal working organizations,790 responsesSecondary Research: List of local professional metal working organizations,Researched metal industry trends,Developed better understanding of male retail shopping habits.
- Choice #1Just say that it was secondary research. The important thing is shopping behavior. I like this slide because it doesn’t use clip art and therefore matches the rest of the presentation. You did a great job on getting it down to a few words. Good work.
- This photo is better resolution
- Aaron Gomez is an architect at Mass Architecture and Design, headquartered in Los Angeles, CA. He works remotely from his San Diego office and generally has metal he uses for his projects delivered to his home. He is looking to grow his career opportunities and is most interested in attending metal industry networking events. In his spare time, Aaron likes to browse the internet, listen to the radio, restore automobiles, and go camping with friends. Flip him so he faces description, move header up so doesn’t cut off bottom
- Jeremy Stallings is the purchasing manager at Delta Technologies, Inc. in Phoenix, AZ. He has been with the company for 6 years and is familiar with several metal stores in the area. Jeremy says the best ways to reach him with an advertising message are through television, the web and personal sales visits. For recreation, Jeremy enjoys running, racing and restoring cars and coaching his son’s little league team.
- FF: don’t stretch photos out of proportion. I fixed it.Ian Morrison is a Senior Engineer at Medical Extrusion Technologies in Murrieta, CA. His experience in the metal industry is extensive and he is in charge of a team of engineers. Ian has been at his job for 11 years and is passionate about engineering. He is always looking to connect with other engineers in the industry to discuss new business opportunities. He is also interested in a mentorship program for engineers just entering the field. In his down time, Ian likes to watch football, go skiing and hiking and play golf. He would also be interested in attending an extreme sporting event at IMS, such as skateboarding or BMX racing because his children are very interested in those things. While Ian has ordered wholesale metal from IMS on several occasions, he did not realize IMS had a retail showroom, as he always has his metal delivered. Picture skewed (unskew) – if not the same Ian as before, change. Change in paper too. Flip picture to face description. Change age to 18, as 16 is not adult.
- Ff: fixed ages. Better photo and I fixed it George Bennett is the owner and CEO of Whiting Iron which provides custom design and fabrication of gates, fencing, railings and doors. Over the past 8 years he has grown from a one man owner/operator to over 20 employees, with a fabrication team that alone has more than 60 years of combined experience. George is still involved in the day-to-day operations of the company and is always looking for a quality metal supplier that has a wide variety of custom accents for gates. He enjoys boating and desert sports with his family and also likes to go fishing by himself.Picture Skewed, fix. Switch his picture with the iStock photo of Ian Morrison. Change Ian Morrison picture to actual picture of Ian Morrison.
- FF: drag on the corner of a picture to resize and keep proportions. Keep words in the box – fixed.William Roberts is a retired engineer that uses metal regularly for his automotive restoration hobbies. When not working on his hobbies, he enjoys golf, hiking and traveling with his wife. If IMS hosted a welding workshop, William would be inclined to attend. Mention for metal professionals that we’re focused solely on the retail space, so while they may purchase thousands of dollars worth in wholesale purchases for work, they don’t necessarily spend that much for personals reasons.
- Ff: I fixed the background and some size issues with the logos and aligned them.Change back to high-level views of Impact, Brand Awareness, Local Market, with white background
- Change back to high-level slides
- Center headerMoved it upPhotos biggerI ungrouped this so I could fiddle with it. Not sure if you’ll like it.I love magazine covers
- Since IMS customers use metal for such a wide-variety of purposes, we recommend IMS create a contest that displays the different uses while still encouraging customers to participate. Wildfire is a Facebook application company that specializes in cost-effective and targeted Facebook contests. We recommend setting up a 1-month contest for Facebook users through Wildfire (www.wildfireapp.com) with the following timelineAnimate this slide so components come up as you say them for more emphasis.
- -metal is a visual medium and YouTube plays to that. Allows metal workers to be inspired by project ideas-Expert Q & A builds brand awareness and establishes IMS’ stature as industry expert
- -Continues establishing IMS as industry expert-Opportunity to utilize YouTube Expert Q&A’s across platforms-Improves SEO
- -More than 50% IMS customers come from referrals-Customers listed loyalty program with increasing discounts based on amount spent as top incentives for shopping at IMS
- -Football and baseball top sports IMS customers follow-Incentive to get people into IMS retail stores and spending money
- -Recommend getting local radio station, possibly on IMS advertises on, to broadcast live from the car show-Food is recommended and we suggest serving chicken wings provided by Hooters for an added pull. -Have live demo using IMS metals and discount coupons for attendees
- Market Via: Email correspondence Facebook In-store pamphlets IMS Website
- Host in Riverside due to demographicsUtilize IMS metals to build and demo a BMX rampInvite local BMX champion Mike Day to sign autographs and demo tricks
- We’ve reached the end of our metal roll in terms of recommendations, but we don’t want to leave you here without some action items. So….
- -Personas-Social Media-pursue initiatives after analyzing budget and concepts-Benchmark campaign-Give it time
- With that, we’d like to thank you for giving us access to your company and listening to our recommendations and answer any questions that you may have.