New Strategies to Increase the Customer Base of the Crystal Glass Industry

1. Rutgers, The State University of New Jersey, School of Engineering New Strategies to Increase the Customer Base of the Crystal Glass Industry Dr. Holly Crawford Dr. Richard Lehman Giorgiana GiancolaDanielle Kienzle Jamie McCarthy Ariel Yakubov

2. NEW STRATEGIES TO INCREASE THE CUSTOMER BASE OF THE CRYSTAL GLASS INDUSTRY • Who is the target market? • Baby Boomers vs. Generation Y • Methods of reaching the target market • Traditional marketing vs. Internet marketing • Future solutions • Information Architecture • Advertisement • Google Analytics • Conclusions

3. WHO IS THE TARGET MARKET? Baby Boomers

4. Baby Boomers • Baby Boomers • Born between 1946 and 1964 • Innovations: • Television • Transistor Radio • Impact • People in diverse geographic locations could watch the same shows, listen to the same news, laugh at the same jokes.

5. Characteristics of Baby Boomers • Characteristics of Baby Boomers • Important segment for retailers • Large Population • Independent • Self-focused • Big Spenders • Will spend money, cash, or credit on luxuries • Anticipated pattern shift • Within the next 20 years

6. Baby Boomer’s Consumer Behavior • Baby Boomer’s Consumer Behavior • Problem: • Life Style • Lack of leisure time • Stress • Solution: • Make entertainment an integral part of the retail experience.

7. WHO IS THE TARGET MARKET? Generation Y

8. Generation Y • Generation Y • Born between 1985–1995. • The internet generation • grown up with computer technology • Generation Y are usually the children of Baby Boomers. • Therefore, there is a perceived tendency to share social views with the Boomers and culture with Gen X, who serve chiefly as their 'older cousins' or even older siblings. • Many people from Gen Y show a trend of interest in retro-oriented culture and the potential to revive it

9. Gen Y statistics • 97% own a computer • 94% own a cell phone • 76% use Instant Messaging. • 15% of IM users are logged on 24 hours a day/7 days a week • 34% use websites as their primary source of news • 28% own a blog and 44% read blogs • 49% download music using peer-to-peer file sharing • 75% of students have a Facebook account • 60% own some type of expensive portable music and/or video device such as an iPod.

10. What does this have to do with Crystal? • Baby Boomers were the traditional focus of crystal advertising. • The baby boomers were targeted with traditional marketing. • Generation Y should be the future focus of crystal marketing. • How to target Generation Y?

11. Methods of reaching the target market Traditional Marketing

12. Traditional Marketing • Baby Boomers have been the typical focus of crystal advertising • TV, Radio, Print mail (catalogs, magazines, and newspapers) • Pick media outlet that reaches a demographic most like the desired customer base • Why traditional over internet? • having that “in your face” connection • reaching target demographic

13. TRADITIONAL VS. INTERNET MARKETING • Traditional Marketing uses demographics to attempt to narrow a large population to a targeted 'potential' viewer • Internet Marketing requires no demographics • It is the targeted viewer (consumer) searching for specific content

14. TRADITIONAL MARKETING…OUTDATED? • Traditional marketing in the crystal industry has always advertised towards • Women • Caucasian/White • Upper Class • Expand marketing strategy to other demographics • Image of crystal has changed

15. Methods of reaching the target market Internet Marketing

16. INTERNET MARKETING TARGETS GENERATION Y • Internet Quick Facts: • More than 220 countries are linked into exchanges of data, news and opinion. • In 2004, throughout the entire world 729.2 million people had access to the internet • Internet marketing is a company’s global means of communication to a massive market. • Remember: 97% of Generation Y have access to a computer Global Reach, 2007

17. Capabilities of the Internet • It has the potential to: • Open a whole new market to people who may not know such products exist. • Provide people with a new way to purchase who may not have physical access to specific shopping locations. • Provides a 24/7 shopping window to browse and purchase at their leisure.

18. Breaking Barriers • It is both a verbal and non verbal style of marketing. • Does not necessitate the understanding of language or intimidation of sales pitch. • Conclusion: Internet marketing breaks educational, cultural and socioeconomic barriers of consumers.

19. WHY SHOULD A COMPANY MARKET ONLINE? • A company has the ability to continue the relationship. • A chance to gather information. • Feedback from the customer. • People will share brand experiences. • In this world where individual lives are shared online (MySpace, Facebook etc) , there will be huge opportunities for marketers in 2007 and beyond.

20. Internet marketing saves money • Reduction in sales force • Expansion made easy from local to national or international markets • Digital media is much easier to track then traditional media • Any alterations to digital media is usually less complicated and cheaper than altering print media

21. Future solutions Information Architecture Advertisement Search Engines Web 2.0 Google Analytics

22. What is Information Architecture? • Structure • Looks do not play a role • Sitemaps • The main goal of this feature is to enable the user to find the user’s desired information quickly and easily • Big Social Aspect in design

23. Architecture: Good vs. Bad Figure 1

24. Architecture: Good vs. Bad Figure 2

25. Information Architecture analysis • Figure 1 • Convoluted • Inconsistent • Unnecessarily complicated • Harder to use for user • Figure 2 • Simpler • Intuitive • Remembers yesterday's order

26. Future Solutions Advertisement Search Engines

27. Google’s AdWords • pay-per-click (PPC) advertising • Google offers • site-targeted advertising for both text and banner ads • content network (AdSense) • AdSense • Used by publishers who wish to bring traffic to their websites

28. Future Solutions Advertisement Web 2.0

29. Advertisement Web 2.0 • social-networking sites, wikis • MySpace.com, Facebook.com, Classmates.com, YouTube, Ebay. • MySpace and Facebook • MySpace's total unique U.S. visitors in June are 70.5 million • Facebook – attracts almost all college and high school students. • YouTube - Creating videos to promote crystal use • These are just a few among hundreds

30. Future Solutions Google Analytics

31. Google Analytics • Generates detailed statistics about visitors to a company’s website • Webmaster can optimize the website’s AdWords (keywords) advertisement and marketing campaigns • Analysis can show • Where user came from • Geographical location

32. GOOGLE ANALYTICS - DATA ANALYSIS WINDOW

33. Conclusions • If the Crystal industry wants to target Generation Y it MUST channel its products through the internet. • Take Advantage of the Web2.0 boom. • Effectively Manage its products through correct Information Architecture • Incorporate continuous feedback to adjust and improve on effective reach to all users.