Viners Safety Knives Marketing Update Sept 2019 FINAL

MARKE T RESEARCH

METHODOLOGY

We created a survey about knife safety which included drawings of two proposed new Viners knife designs with rounded and squared tips. The objective was to find out the public's opinions on the topic of knife safety and gauge interest in the two new designs, to help us with new product development and create relevant messaging. We sent the survey out on Friday 19th July to almost 10,000 Viners newsletter subscribers and promoted it across social media and through bloggers, for a one month duration which resulted in 1,709 responses. MAILER STATISTICS The email achieved some great results with 3 x normal industry click rates and a 25% better open rate. Open rate: 17.2% (industry average is 13.8%) Click rate: 5.7% (industry average is 1.9%) Number of people who opened: 1,659 (total opens 2,553 - showing some people went back and reopened it) Number of clicks: 547 (total clicks 606 - some people clicked through more than once)

DEMOGRAPHICS

79% female 21% male

Countries: 81.8% UK 16.1% USA 0.3% Spain 0.2% Canada 0.2% Austria

Under 34 = 20% 35 - 54 = 54.2% 55+ = 25.6%