Crimson Hexagon

How Fender Identifies and Engages New Audiences

Fender uses Crimson Hexagon to understand and expand their customer base

035-2018-Fender-Book-Cover.pngFender takes a data-driven approach to their marketing strategy. But instead of spending millions on consumer research reports from third parties, they uses to social media analysis to uncover consumer insights and inform their marketing strategy.

Fender uses Crimson Hexagon to discover insights about their audience, potential new markets, brand heath, and product
launch strategy.

In this case study, we look at how Fender uses social media analytics across its organization to:

  • Understand their current audience
  • Identify and reach new audiences
  • Monitor for a potential crisis
  • Develop campaigns around new products

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