Use Crimson Hexagon to identify growth opportunities
Recently, Fender realized they had a big opportunity to reach a new market: female electric guitar players. With a customer base and social following that skewed male, Fender understood that they needed to become more gender-balanced to continue growth and remain an industry leader. But to accomplish this, they needed to gain a better understanding of electric guitar playing women.
Instead of simply analyzing their existing female following or looking at a competitor’s female audience, Fender used Crimson Hexagon to gain a deeper understanding of female guitar players through social media analysis. The analysis allowed Fender to identify where female guitar players are, what they are talking about, what their interests are, and their barriers for entry into guitar playing communities.
The insights from Crimson Hexagon help Fender inform their strategy for expansion into a new market, the launch of a new product, and the development of targeted campaigns.
[Crimson Hexagon] allows us to form very strong opinions on what to do next…We’re using it to understand where female guitar players are, what are they talking about, what are their interests. Having this backlog of information that we can tap into is really good for us.
-BJ Carretta, VP of Digital Brand Media, Partnerships and Communications at Fender
Industry Analysis with Crimson Hexagon
Benchmark and track the performance of your social media accounts to identify which content is driving engagement and understand whether those conversations are positive or negative, who’s getting involved, and more. With Crimson, you can track competitors too, giving you a complete view of your evolving social landscape.