Customer Profiles for 27th Star Co.

For those of you who are unaware of 27th Star Co., they are a handmade goods company based out of Vass, North Carolina that”focuses on handmade textiles for the home. Our products are inspired by American patriotism and natural fibers…We make our designs with love, to be loved.”

screen-shot-2017-01-29-at-2-57-24-pm

27th Star Co. is considered as a B2C, or a business to customer, business because they sell their product directly to the consumer. In order to hone-in on the most efficient business practices, it is important to understand the types of customers a business has. The typical 27th Star Co. customer is someone of any age or gender who is looking for new home goods or other small goods. The typical customer is located here in the U.S. and is a fan of the “shop small” or “shop local” movement. It also help that our customer is a fan of natural materials and eclectic designs. Below we will discuss 3 different typical customers which frequent 27th Star Co.

1. The End User: “Lauren” – your everyday woman who is looking for a new item for her home.

screen-shot-2017-01-29-at-2-50-07-pm

Demographics and Psychographics

Lauren is a 25-year-old Female who works in Hospitality with a yearly income of approximately $30,000. She has received a Bachelors Degree in Hospitality Management. She likes fashion, being social, pop culture, and music. She dislikes being too normal or boring. As far as decision making, she has an eclectic taste and she knows what she wants. Lauren uses her interest in the fashion industry to keep up with trend forecasting and to influence her choices.

Behaviors

When it comes to media consumption, she is very active on her smartphone and uses apps and other social media to get news. She subscribes to daily newsletters to stay up to date on current events. Streaming is king when it comes to watching tv and the news. Lauren is very outgoing and social, she would consider herself a people-person, she’s hospitable and loves to entertain (especially at her own home), and is great at problem solving. Lauren scours the internet daily and utilities relationships with family and friends for information. She mostly shops online and in boutiques in order to find more one-of-a-kind pieces.

Environment

Our end user is very familiar with smartphones and computers. Lauren is even familiar with photography software. Her buying power is that of personal use. She typically pays for things with cash or a debit card. Before she makes a purchase, she usually bookmarks items for a day in order to reduce impulse buys. She may occasionally ask a friend or two for their opinion.

2. The Economic Buyer: “Ashley” – an interior designer (buying for herself or a client).

screen-shot-2017-01-29-at-2-50-23-pm

Demographics and Psychographics

Ashley is a 35-year-old female Interior Designer making approximately $45,000 a year. She received a B.F.A. in Interior Design. Before she makes a decision on purchases, she curates a collection of potential choices and tries them out before making a final decision. She must also account for the clients budget and taste. Personally, she likes art, music, nature, and bold colors. She dislikes anything too “artificial” or mass-produced.

Behaviors

Ashley is great at feng shui and color theory, and is very social. She receives her news and other information via apps, television news, and podcasts. She looks for inspiration online and in magazines, and uses the trial-and-error methods for her designs. She tends to shop online, in design showrooms, and in antique or thrift shops for pieces.

Environment

Ashley’s technology landscape is mostly based around smartphones and computers, but she also utilizes 3D design software. Her buying power is up to her and the client’s ultimate needs, she just has to use either her or her client’s budget wisely. Her purchasing process is simple: if she loves a piece and the price is right, she’ll buy it.

3. The Technical Buyer: “Cameron” –

co-founder of R. Riveter and mentor to 27th Star Co.’s Paige McGee.

screen-shot-2017-01-29-at-2-53-03-pm

Demographics and Psychographics

Cameron is a 30-year-old female. She co-founded R. Riveter, a handmade accessories company meant for supporting military spouses, and is making approximately $70,000 a year. She received her Masters in Architecture. When she makes a decision, she must gather material based on standards, she must make sure completed items are of good quality, and she must ensure that her goal of supporting military spouses is being met. Cameron likes beautiful architecture and clean lines, recycled materials, and supporting military families. She dislikes being harshly critiqued.

Behaviors

Cameron is kind and a neat-freak. She is excellent at sewing, drawing, and working with her hands. Cameron is also very busy, therefore, she gets her news from social media and the radio during her morning commute. She uses the internet to locate surplus military gear and recruit new employees. She also keeps up with the local women on the Army base that she lives on, and goes to local shops for materials.

Environment

As for technology, Cameron is very comfortable running the company website and using the purchasing/Shipping & handling software. Her buying power is mostly up to her and her co-founder. She has to consider the budget for materials and the cost of the completed item when buying and making new designs. Her purchasing process typically consists of locations surplus military supplies, bargains for deals, and then crunching the numbers.

In this case, when she’s a customer for 27th Star Co. her purchasing process is a bit different. R. Riveter often looks for military-spouse independent contractors to make goods that R. Riveter will then sell in their retail stores. Cameron must then choose pieces she likes and knows will sell, and make a deal on the price that works for the customer, R. Riveter, and the contractor (which would be 27th Star Co.).

 

 

 

 

Advertisements

How Sephora Is Owning The Social Media Marketing Game

screen-shot-2017-01-22-at-1-56-38-pm

Most people know Sephora as an international retailer specializing in all things cosmetics, skin, hair, and fragrance, but I see them as an example of an excellent marketing strategy. Sephora is active on all major social media platforms and utilizes more traditional forms of marketing such as sending out e-mail and “snail mail” advertisements often.

When it comes to traditional marketing, Sephora sends out monthly postcards and other product booklets via “snail mail”. Sephora also sends out e-mail blasts every 1-3 days to promote new products and services, announce new locations, and to remind loyalty program members of perks and points. E-mails are sent out on a regular basis and manage to avoid being considered annoying, invasive, or dare I say, spam-y.

 

Sephora also offers a mobile app, Sephora To Go, and it is one to be reckoned with. It takes mobile marketing to a new level by offering cutting edge features, which entice customers to not only shop with them, but also experiment with different looks and learn more about brands. The app is free to download and is available in the Apple App Store and in the Google Play store. Those who have downloaded the app can shop all of Sephora’s products, find a store near them, book a reservation at the beauty studio, watch how-to videos, get inspiration, and more. screen-shot-2017-01-22-at-8-56-59-pm

What sets this app apart is the state-of-the-art technology that allows users to “try on” different products (such as lipstick and false eyelashes) and even learn to apply contour and highlight through the Virtual Artist feature, which is linked to your phone’s front camera.

Of course, Sephora also had to one-up everyone else by upgrading their notification system. Instead of just using mass notifications, Sephora implemented Beacons when users are near and/or in a store. And while customers are in a store, they can open their app and scan the face of the person featured on the various posters and in-store ads. By hovering over the influencer’s picture, users are instantly provided with exclusive content, information about the brand, videos, interviews, and more.

Screen Shot 2017-01-22 at 8.28.35 PM.png

(click the photo for more information)

What Sephora really does a great job at is not only creating a social media presence, but maintaining it, as well. They post regularly and moderate any comments and @replies on a near-constant basis. Of course, Sephora also knows how to cross-promote. They always make sure to include links and hashtags whenever applicable, in order to create as much synergy possible.

Now let’s take a look at Sephora’s core social media presence*:

Facebook:

screen-shot-2017-01-22-at-3-33-02-pm

  • Sephora’s most popular social media account
  • 2 million+ Likes
  • 15 million+ Followers
  • Posts on daily basis
  • Response time is quoted as: “typically replies instantly”
  • Posts consist mostly of
    • Promoting new products and services
    • Advertising in-store events with industry experts
    • Summaries of interviews and articles with industry experts

screen-shot-2017-01-22-at-3-36-08-pm

  • Most followers use this platform to reach out to their customer service team for problem solving.
  • Customers can now contact a customer service representative or even book an appointment for a makeover with just one click via a chat bot (aka “Sephora Reservation Assistant”) in Facebook Messenger.

 

Twitter:

screen-shot-2017-01-22-at-3-48-19-pm

  • 14 million Followers
  • 3,258 Likes
  • 67,000+ Tweets
  • Tweet on a daily basis & reply constantly

screen-shot-2017-01-22-at-4-38-57-pm

  • Tweets mostly consist of:
    • Promoting new products and services
    • Tips and tricks
    • Polls
    • Driving traffic to their Snapchat
  • Sephora’s customer service team is extremely active, replying to tweets regularly

 

YouTube:

screen-shot-2017-01-22-at-4-54-27-pm

  • 736,800+ Subscribers
  • 2 million+ views
  • Posts videos on a daily basis
  • Video topics consist of:
    • Makeup, Hair, and Nail tutorials
    • Promoting their monthly subscription box: Play! By Sephora
    • Promoting their new products and collaborations with brands and influencers
  • All products listed in videos are linked and easy-to-find

 

Instagram:

  • Sephora’s 2nd most-popular social media account
  • 2 million Followers
  • ~2,500 posts so far
  • Posts on a daily basis
  • Posts mostly consist of:
    • Promoting new products
    • Quick how-to videos
    • “#regram”’s of fun makeup and hair looks

 

Pinterest:

screen-shot-2017-01-22-at-5-55-59-pmscreen-shot-2017-01-22-at-5-56-16-pm

  • 478,000+ Followers
  • 11,400+ Pins
  • 75 Boards, including daily-updated boards
  • 108 Likes
  • Posts consist of: quite literally anything and everything beauty, hair, skin, nails, etc.

 

Snapchat:

screen-shot-2017-01-22-at-3-15-32-pm

follow Sephora at this Snapcode!

Sephora is leading the pack when it comes to using Snapchat for marketing and customer engagement. They have already implemented geo filters (location-based filters) and geo lenses (those awesome face-mapping “masks”) such as color-changing lipsticks and music. Sephora was also amongst the first to launch “shoppable” posts through the supplementary app Emoticode.

 

Sephora snapchats consist of:

  • Contests and giveaways
  • Sneak peaks at new products
  • Influencer and brand “takeovers”
  • Shoppable posts
  • Geo filters and geo lenses

All of their hardwork is clearly paying off. When it comes to social media presence, Sephora is kicking their competitor’s butts. For example, one of Sephora’s largest direct competitors is Ulta Beauty. Ulta’s Facebook has a mere 2.3 million Likes compared to Sephora’s >15 million Likes. I’m sure their innovative and smart marketing strategy has played a huge part in their social media domination. Communications managers of companies both big and small can surely take a page out of their book.

 

 

*All information is up-to-date as of time of publication

 

#InYourWords, #MMC5006, #Sephora

Get To Know Me

Hi Everyone!

aaeaaqaaaaaaaaazaaaajdlhmdi0mja5ltvlnzytnduxzs1hntdilta5mwe3yzjlyja3ng

My name is Brooke Heil, and I am from Orlando, Florida. I am a graduate student at the University of Florida in the M.A. Mass Communication: Social Media program. I also received my B.S. in Telecommunications: Media and Society from UF, as well.

I have written for UFSocial in the past as a content creator and curator, and I hope to continue to work in the social media field as a lifelong career path. I love social media because of the impact that it has on society -both good and bad. I am very intrigued by the way social media has turned social norms and communication on its head, and I look forward to seeing what’s to come. If you’d like to know a little more, head to my About Me page for more!

By taking MMC5006, I just hope to have a better, more well-rounded idea of how to make marketing strategies more effective and dynamic by utilizing more platforms and mediums. By graduation, I think my goal is pretty much that, just more even more elevated.

 

If you would like to know more about the Social Media Master’s program at UF, check out the link below!

UF Masters in Social Media

 

#introduction, #mmc5006