Video: Segmentation in Action at East Fork

Building an authentic brand of super fans is one thing, but understanding why they love your brand is another. Luckly, that’s exactly what segmentation research did for this B Corp.

East Fork partnered with W5 to identify their current and potential audience with segmentation research. The goal was to understand what drove purchase and loyalty among current customers and how to leverage those attributes to bring new customers to the East Fork family.

In this Q&A video, East Fork's Catherine Campbell and W5's Amy Castelda discuss:

• The link between segmentation and the business goals

• How the research was implemented and socialized for adoption

• Ways in which the segmentation influenced brand positioning and communication strategies

• How results continue to inform collaborations and marketing plans

• The benefits of working with W5

Thank you to our friends at East Fork for the partnership. Be sure to like and share the video for your chance to win The Mug and see what all the hype is about!