A Strategic Review of ITA’s Engaged Audiences & Core Target Segment Tin Investors
About ITA
The International Tin Association (ITA) https://www.internationaltin.org/ exists to support the tin industry to ensure that there is a sustainable supply of tin. With tin demand set to surge, ITA’s primary goal is to boost investment in tin to secure a sustainable tin supply and find new mine supplies.
The Project
ITA approached us with a very specific strategic project around target marketing. Having established they needed to better connect with those involved in the tin industry they also knew that they had a diverse numbers of stakeholders which could form their target audience and subsequent target segments.
Services:
- Marketing Strategy
- Database Management
What We Did
The primary task of this project was to evaluate then categorise and define who these audiences are, who is currently engaged with ITA and in what way – a process of understanding ITA’s database, website traffic and social media profiles. Furthermore there was a requirement to examine and profile a key audience segment for ITA – tin investors and to provide some recommendations on how to reach this audience alongside providing some insight into the size and scope of this potential audience.
We therefore broke this project down into 3 core parts as follows:
PART 1: EXISTING ENGAGED AUDIENCES WITH ITA.
Review and analyse ITA’s database, website traffic (using GA4) and social media channels to understand and build a picture of who is currently engaged with ITA. Then using the insight gathered provide a categorisation of ITA’s target market.
PART 2: REACHING DESIRED TARGET AUDIENCE
GROUP 1 (TIN INVESTORS) With tin investors being identified as a priority target segment we first researched and profiled this audience (created some personas) and then provided some insight into the addressable market opportunity and provided details and recommendations on how to reach these people.
PART 3: MARKETING ACTIVITES TO TARGET AUDIENCES
Having gone deep into the tin industry and ITA’s target audience we then provided recommendations around the most effective marketing activities to reach those audiences and furthermore some potential opportunities ITA could develop to provide additional revenue streams for ITA.
Words from the International Tin Association (ITA).
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