NEW STRATEGIES TO INCREASE THE CUSTOMER BASE OF THE CRYSTAL GLASS INDUSTRY Dr. Holly Crawford Dr. Richard Lehman Giorgiana Giancola Danielle Kienzle Jamie McCarthy Ariel Yakubov Rutgers, The State University of New Jersey, School of Engineering

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 NEW STRATEGIES TO INCREASE THE CUSTOMER BASE OFTHE CRYSTAL GLASS INDUSTRY

WHO IS THE TARGET MARKET? Baby Boomers

B ABY B OOMERS 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.

C HARACTERISTICS OF B ABY B OOMERS 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

B ABY B OOMER ’ S C ONSUMER B EHAVIOR Baby Boomer’s Consumer Behavior Problem: –Life Style Lack of leisure time Stress Solution: –Make entertainment an integral part of the retail experience.

WHO IS THE TARGET MARKET? Generation Y

G ENERATION 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

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. G EN Y STATISTICS

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? W HAT DOES THIS HAVE TO DO WITH C RYSTAL ?

METHODS OF REACHING THE TARGET MARKET 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 T RADITIONAL M ARKETING

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

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 TRADITIONAL MARKETING…OUTDATED?

METHODS OF REACHING THE TARGET MARKET Internet Marketing

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 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

C APABILITIES OF THE I NTERNET 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.

B REAKING B ARRIERS 1.It is both a verbal and non verbal style of marketing. 2.Does not necessitate the understanding of language or intimidation of sales pitch. Conclusion: Internet marketing breaks educational, cultural and socioeconomic barriers of consumers.

WHY SHOULD A COMPANY MARKET ONLINE? oA company has the ability to continue the relationship. oA chance to gather information. oFeedback from the customer. oPeople 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.

I NTERNET 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

FUTURE SOLUTIONS Information Architecture Advertisement Search Engines Web 2.0 Google Analytics

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 W HAT IS I NFORMATION A RCHITECTURE ?

YourBreakfast.co m Our history Please sign up Please answer these questions to drive you personal Breakfast Engine Your personal Breakfast engine has been set up, please sign in Hot Drinks TeaCoffeeSpreadsJam Peanut butter CheeseBreadJuiceCereal Press releases A RCHITECTURE : G OOD VS. B AD Figure 1

Breakfasttable.com shortcut link to yesterday's selection Drinks CoffeeTeaJuice Bread JamCheese Peanut butter Cereal A RCHITECTURE : G OOD VS. B AD Figure 2

Figure 1 – Convoluted – Inconsistent – Unnecessarily complicated – Harder to use for user Figure 2 – Simpler – Intuitive – Remembers yesterday's order I NFORMATION A RCHITECTURE ANALYSIS

FUTURE SOLUTIONS Advertisement Search Engines

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 G OOGLE ’ S A D W ORDS

FUTURE SOLUTIONS 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 A DVERTISEMENT Web 2.0

FUTURE SOLUTIONS 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 G OOGLE A NALYTICS

GOOGLE ANALYTICS - DATA ANALYSIS WINDOW

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. C ONCLUSIONS