Background
Elixir Strings had disrupted the guitar-string market twenty-five years ago with its innovative polymer-coated strings but was facing a slew of copycat competitors. The company needed to know which consumers to target and which messages would appeal to them and drive sales.
Customers aren’t a monolith. Effective marketing strategies are built on segmentation. To create campaigns that truly connect, organizations must identify and understand the distinct segments that make up their market and then develop engagement strategies based on the needs and behaviors of the segments most likely to drive growth.
Execution
Campos led a multi-phase research initiative combining a large-scale market survey and deep-dive focus groups to create a custom segmentation of the guitar player market. We constructed rich, nuanced profiles of six player segments, going beyond basic demographics to encompass each group’s guitar- and string-related attitudes and behaviors. We also identified the most promising target segments and mapped out their typical brand engagement journeys, providing a clear pathway for strategic marketing.
Results
Our work empowered Elixir Strings to implement a segmented marketing strategy for the first time in its history. Among other actions, the company is now partnering with a retailer to pilot a targeted free-sample program and soon plans to launch an initiative to appeal to the target segments through their favored retail channels. Contact us to learn how our research-backed strategies can help elevate your approach to marketing and more.
