Case Study: Creating a Dynamic Customer Base

Client Situation

How do you create a dynamic customer base for an internet-based advertising agency that allows users to both create advertisements and interact with other advertisers? In preparation for its launch, the agency was in need of a thorough marketing plan that outlined ways to create a loyal customer base among 18-34 year olds. Since the agency's business concept was based on user-generated content, they needed ways to engage consumers, build awareness and buzz, and ultimately, build a community on their website.

What We Did

MUSE Consulting's first step was to break down the 18-34 age group into different segments to create a direct, focused and effective marketing plan. To do this, the team investigated the client's business and considered various other customer segmentations that would relate better to the business. This research uncovered that breakdown by customer characteristic was the best approach, and the most effective option would be to separate the 18-34 age group into three segments based on the type of relationship the customer has with advertising.

After customer segmentation, the team worked to develop innovative ways to target the three segments. MUSE Consulting constructed three independent marketing plans implementing both conventional marketing tactics and alternative channels such as the internet. Specifically, MUSE Consulting found the correct avenues through which to reach students studying advertising-related fields and recent graduates looking to enter the advertising industry.

Considering that the agency's business model was dependent on a vibrant community of active users, MUSE Consulting then focused on customer retention. MUSE Consulting devised an innovative and low-cost incentive system to encourage users to create multiple advertisements.

Results

MUSE Consulting's marketing plan and recommendations were very well received by the agency's President, and were incorporated into the company's initial launch and yearlong budgetary and strategic plan.