Industrial Metal SupplyAn SDSU MBA Consulting Project

How Did We Find Ian?

One-on-One

Interviews

Online Survey

Secondary Research

Current vs. Potential Customers

Characteristics Current Customers Potential Customers

Gender: Male (86%) Male (82%)

Ethnicity: Caucasian (82%) Caucasian (76%)

Marital Status: Married (66%) Married (51%)

With Children: Yes (63%) Yes (51%)

No. Children: 3 or less (78%) 2 (41%)

Education: Some College (34%); Bachelors Degree (29%)

Some College (33%); Bachelors Degree (31%)

Income: $100,000+ (27%) $20,000 -$80,000 (18%)

Age: 50-57 26-33

Key Survey Findings

Referrals and sales calls primary source of business

Want quality, variety and expertise

Want to meet other metal working professionals

Statistically Significant Findings

Shopping Behaviors of Men

Advertising Preferences

Brand Loyalty

Only Necessary Items

Radio and TV Habits of Men

Program Preferences

Hours Viewing

Habits of Men Aged 35 and Under

Online and Mobile

Social Media

Meet Your Target Market

Customer Persona: Aaron Gomez

Age: 29Ethnicity: CaucasianOccupation: ArchitectSalary: $51,000Education: Bachelor’s Degree in Architectural EngineeringLocation: San Diego, CAFamily: Unmarried, no children Retail Metal Shopping Frequency: Once a monthAverage Spent on Retail Metal per month: $120

Customer Persona: Jeremy Stallings

Age: 38Ethnicity: CaucasianOccupation: Purchasing ManagerSalary: $60,000Education: Bachelor’s Degree in BusinessLocation: Phoenix, AZFamily: Married, 2 children (4 and 9 years old) IMS Shopping Frequency: Once a monthAverage Spent at IMS/Visit: $280

Customer Persona: Ian Morrison

Age: 47Ethnicity: CaucasianOccupation: Senior EngineerSalary: $125,000Education: Some CollegeLocation: Irvine, CAFamily: Married, 2 children (16 and 20 years old) IMS Shopping Frequency: Once a monthAverage Spent at IMS/Visit: $180

Customer Persona: George Bennett

Age: 56Ethnicity: CaucasianOccupation: Business Owner/CEOSalary: $180,000Education: Some CollegeLocation: Sun Valley, CAFamily: Married, 2 children (18 & 23) IMS Shopping Frequency: Once a monthAverage Spent at IMS/Visit: $150

Customer Persona: William Roberts

Age: 60Ethnicity: CaucasianOccupation: Retired engineerSalary: $110,000Education: Bachelor’s DegreeLocation: Sun Valley, CAFamily: Married, 2 children (30 & 25 ) Retail Metal Shopping Frequency: Once every few monthsAverage Spent on Retail Metal per month: $120

Marketing Recommendations

Local TV Advertising

Local Markets

Impact

Brand Awareness

Local Markets

Radio Advertising

Stability

Target Market Exposure

Local Markets

Magazine and Website Advertising

Monthly, 67%

Management and

purchasing

Monthly, 67,000 welding

professionals

0

97,000+ subscriberswith broad

reach across

industries

Bi-monthly, 28,500 reach

Social Media Marketing

Facebook: March Metal Masterpiece

• 3-phase photo upload contest

• March 1-April 2, 2012

• Cost: $450+ the cost of the grand prize.

YouTube: IMS Channel

• Feature tips on working with metal

• Offer monthly inspiration for metal projects

• “Ask the Experts” Q&A

IMS “Metal Masters” Blog

• Utilize to answer common metal questions

• Helps IMS position themselves as metal experts with answers

• Improves SEO

Marketing Campaigns

Customer Promotions

Customer Loyalty

Program

“One for you, one for a

friend” coupon

In-Store Ticket Contest

• Every retail location during football or baseball season

• 3 to 6-month promotion depending on the season

• Retail customers get 1 entry with every $5 in-store purchase

Metal Professionals Networking Nights

One Industry Night at each Location:

• Appetizers/Drinks• Guest Speaker• Gifts• Professional

Associations

Wings & Wheels Car Show and Cruise

• Auto restoration and racing popular among all IMS target markets

• Affordable, fun and accessible in IMS parking lot

• One at rotating IMS locations from May-August

Welding Workshops

• Variety of levels from beginner to expert

• Feature different techniques and metals

• Series or individual courses

IMS Meets BMX!

The End of the Roll

Next Steps

■ Use the personas to target your marketing more specifically

■ Implement the recommended social media strategies

■ Determine which marketing initiatives to pursue based on budget

■ Benchmark each campaign to determine ROI and best practices

■ Give it time