Marketing Research by:SteelMagnoliasBy: Sara Klein and Anna Berish

BGMT 411

Hey We’re SteelMagnolias! Started 5 years ago Marketing and Social Media Company Known for establishing start up

company’s And we are fun, that’s why they hired

us!

Target Market Target Market: 25-45 men and women urban

explorers in Pittsburgh, D.C, and Philly

Thanks, KAL Marketing for the marketing research information for the Philly and D.C areas!

Average Income

59%23%

10%9%

Percentage of Population

$0-15,000 $16,000-25,000$26,000-35,000 $36,000-above

Alcohol Drinkers

75%

25%

Percentage

Yes No

Per Month Purchases

40%

16%

19%

16%

8%

Percentage

0 1 2 3 4

Strengths• Uniquely made• Organic• Tours of facility• New outlook on

whiskey drinking

Weaknesses• Not sold in any bars• Typically whiskey

drinker age 30-50

Opportunities• Young end of target

market interested in “hipster” products

• Organic, small businesses becoming more popular

• Increase in health conscious people

Threats• Larger whiskey

companies already known

• Economy• Price of whiskey

higher than other alcohol

• Popularity of whiskey pushing prices up

CRM StrategyCustomizing through social media

Integrate Facebook, twitter, email, and instagram consistently

Engagement in social media drives fans

Facebook Use as a secondary market research Ask customer thoughts Use as history tool/ information on whiskey

process

Twitter Announce when newsletters and emails sent Use as a customer service Promotions

E-Mail Monthly newsletters Event announcements

Newsletter that are announced on twitter received around 36% respondents, which can be difficult for companies using email campaigns)

Instagram Photos of unique facility Events Use to inform on the creation process

Keeping Customers Besides social media/ Email tactics

Coupons included for future purchases in boxes ordered

Samples sent to previous customers of something they haven't ordered yet

Recent Trends are in our favor Entering urban area Smaller businesses Integrating technology

Wiggle Batch 4 times per year 2 regular samples, 1 seasonal $25 dollars: $100 for the subscription E-card order forms 10 percent off for every referral

Tactical Plan

Tools for Measuring Success Secondary research through Survey Monkey

Free to create surveys and send out through email

Mail Chimp provides email marketing campaigns for no fee

Both provide measurable results for each survey/campaign – open rates, conversion rates, click through rates