Nathaniel Thiele

This month I learned the difference between real customers vs targeted customers for a company called Masterworks.io. Masterworks.io is an art investment platform that allows inventors to buy fractional shares in pieces of artwork. If you want to follow my progress and see how I reached my goals, feel free to explore around.

The goal of the project: Learn who the actual customers are for Masterworks.io vs the customers they target in ads. Sometimes the actual customer is not the customer they want in ads.

How to accomplish this goal: The eight steps to learn the actual customer are as followed:

1. Learning about customers targeted in ads by watching 10 ads by Masterworks.io and creating a short blog post.
2. Build a Survey in Survey Monkey to reach customers or potential customers.
3. Send out a survey and gather 500 pieces of data to get a full map of the customer.
4. Analyze the data using Airtable and filter out irrelevant data.
5. Build a target customer portfolio and write a blog post on the differences
6. Build a three ad campaign using social media or other mediums.
7. Package the final product to share with the world
8. Write a final thoughts piece on the overall project and how it all went.

In week two I accomplished these tasks.

-Finalized the survey

-Posted the survey on my LinkedIn

-Designed a Reel and an Instagram story

-Aggressively marketed and distributed the survey on my Snapchat story.

-Tried to “steal” followers by LinkedIn commenting.

-Posted the survey in two different Slack channels.

-Linked the survey on a friends Instagram story

-Wrote a blog post on conversion rates

Here were my goals for week two

• Revise the SurveyMonkey survey
• Distribute the survey to 500 people using social media channels.
• Write a blog post about conversion rates
• Have a 10% percentage view to survey conversion rate

What went well

The project timeline is being met and I have discovered potential key avenues for which the advertisement could be distributed. I used social media and my website. I posted on LinkedIn, my personal website, Instagram, and my Snapchat story. I feel on track but I had to shift the goal slightly. I shifted the goal by choosing instead of 500 responses that have a 10% response ratio. This changes the data but created a more focused look at the real customers vs targeted customers. The data points were high quality and create a good idea of the real customer.

What didn’t go well

I wasn’t able to gather 500 responses. Instead, I have about 55 quality responses from a total of 550 views. This caused a change in the strategy of the project. The project is now focused more on building quality advertisements to appeal to a larger audience and build brand awareness. 

The week ahead

Next week will be focused on organizing the data, building the customer target portfolio, and starting to design ads for Masterworks.io. My goal is to have the Airtable built, organized, and filtered by the second day of week three. On day four of week three, I will be building the customer target portfolio and finalizing it by day five. On days six and seven of week three, I will be building the first ads in the ad campaign.