GSI EXCHANGE

Brand study

We’re gonna spice up your brand!

 We’re gonna spice up your brand!

In order to perform a job that best fits the needs of GSI Exchange and, at the same
time deliver the basis to be able to formulate the most adequate campaign solutions;
we carried out a brand analysis to identify strengths and weaknesses, as well as the
state of the precious metals investment market and numismatics for collection and
investment.

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PART I: The service

1. What do they sell?

Services:
- Bulk sale of precious metal coins (gold, silver, platinum, palladium)
- Precious metals IRA
Main service: sale of precious metal coins.
Additional service: Sale of precious metals

2. Where do they sell?

5023 N. Parkway Calabasas, Calabasas, CA 91302, Phone: (800) 474-9159

3. Do they have a website? What have they done in the digital space?
They do have a website.
Social media channels: Facebook, Twitter, Google+ and YouTube.

Facebook, Twitter and Google+ are updated with certain regularity, the most recent
publication dates from three weeks ago. They include too many external links about news
and blog entries, very few images and audiovisual content.
- Facebook https://es-la.facebook.com/gsiexchange/
- Youtube https://www.youtube.com/channel/UCDcsWCkm7kLkqBlG9kejsHA
- Pinterest https://www.pinterest.com/gsiexchange/?autologin=true
- Twitter https://twitter.com/gsiexchange
- Google + https://plus.google.com/u/0/113314465296592455859

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4. Times of higher demand:

Being a product that can be considered highly exclusive, it is difficult to identify a period of
time in which the demand is higher, being up to the proprietors that are acquainted with the
behavior of their business.

5. What is the current state of the market?

(Maybe your colleagues can help us with this)

6. What is its USP (Unique selling proposition): what sets it apart from the competition?
The benefit it offers, which is inclined in the long or mid-term assurance of its future as well as
its protection, under the premise that precious metals never lose value, contrary to common
goods and currency.

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PART II: Target audience

1. Who do they sell to? /Targeted audience(s)

Men and women over 35 years

Characteristics:
- Economic capability to invest in such objects for pleasure.
- Current economic stability, probably in the past they encountered
economic setbacks, which turned them more receptive to the investment in
precious metals.
- May be business owners.
- May be collectors with great interest in jewels.
- May be collectors without distinction, meaning that they collect anything
that is collectable.
- Possess knowledge about precious metals and its value
- They are always on the lookout for the value of their currency for hobby,
business, or other reasons.
- People with middle to high level of education. Academics. (debatable)
- A meaningful percentage may have pastimes or specific interests related to
their socio-economic level.
- They are interested in producing wealth, can be considered entrepreneurs.
- They are constantly informed about current national and international affairs,
in fields like economy and politics.

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2. Target audience: digital and traditional. What sort of public or audience do we want to attract?
Men over 35 years of age:
- Entrepreneur, may or may not be an American national, interested in doing business, motivated by the

wellbeing during his retirement age, financial safety in the long or mid run, support of his family, the education

of his children, health emergencies, deceases or any other related situation.

- Probably own any business or are planning on doing so.

- People whom are quite concerned about their future, whom also work to guarantee a better future form

themselves as well as for their families.

- Precious metal collectors or collectors in general.

- People who hold a high economic status and like to accumulate and boast about this sort of objects

in their household because it reaffirms their prestige. (debatable)

Men and women over 50 years of age

- Men and women nearing the old age worried about their senescence or their possessions, interested in

inheriting promising goods to their heirs.

Men and women nearing old age

- Worried about assuring their life in a retirement home and the expenses that it implies. (Possibly they do not

want to become a nuisance for their family, or they do not have any)

Men and women over 50 years of age whom live to invest in valuables because they have the
means and potential to do so.

3. What needs are they covering with your service of product? It may be that you have different
specific services for each target audience.
- Foresight: assurance of nourishment, housing, health, education, etc. for the future in the long or mid term.
- Security: the guarantee that the acquired goods will be profitable and possess a specific value, and will not
represent a waste of money.
- Pleasure: for collectors, whom already find rewarding and pleasant the purchase and accumulation of
valuable, exotic and expensive objects.

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4. How does your clients behave online and offline? Are they internet and/or social media users?
Being adults and senior citizens, their online behavior is quite different from that of younger
audiences. Adults need actions that complete what they see in social media, like advertising
on a search engine or internet advertising outside social media; advertising outside the
digital sphere must be considered as a supplementary way of raising awareness, given the
exposure they have to traditional media channels like newspapers, billboards and such, when
analyzing the behavioral traits of this sector.

The percentage of users over 30 years old is quite meaningful, even though its margins are
relatively less when compared to the teenage and young-adult sector active on social media.
Any effort targeted to this sector must have a complementary action.

5. Which are the fears and barriers that this client might have?
- To consider this is unnecessary at the moment.
- Not being up to date with the direction of national and global economy.
- Believing that assuring a retirement is something that can only be done
when approaching old age.
- The lack of knowledge about GSI Exchange and its services thus having
no trust in the company.
- The lack of knowledge about investment alternatives like the ones GSI Exchange
has available, given that it is a not so traditional investment alternative.
- The lack of trust in the products that they offer and the belief that these are false.
- The belief that this is a scam due to the lack of knowledge about the matter.
- Not having an idea about how to handle and perform a follow-up to goods
such as precious metals.

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PART III: The company

1. Size of the company and available resources:

Small company with huge resources.

2. What has been done up to now online/offline-wise?

Online: Website created.
Offline: Nothing that can be registered recently.

3. Do they have social media presence?

Facebook https://es-la.facebook.com/gsiexchange/
Youtube https://www.youtube.com/channel/UCDcsWCkm7kLkqBlG9kejsHA
Pinterest https://www.pinterest.com/gsiexchange/?autologin=true
Twitter https://twitter.com/gsiexchange
Google + https://plus.google.com/u/0/113314465296592455859

4. Are any actions been performed?

Unknown.

5. Has it sparked conversations in social media?

Yes

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PART IV: The competition

First result after searching GSI Exchange

https://gsiexchange.com/
https://gsiexchange.com/about-us/
https://es-la.facebook.com/gsiexchange/
https://twitter.com/gsiexchange?lang=es
https://www.linkedin.com/company/gsi-exchange
https://www.youtube.com/channel/UCDcsWCkm7kLkqBlG9kejsHA
https://www.yelp.es/biz/gsi-exchange-calabasas
https://www.bbb.org/us/ca/calabasas/profile/bullion-coin-dealers/gsi-exchange-1216-421571
https://www.yelp.com/biz/gsi-exchange-calabasas

GSI Exchange’s competition on Google search engine:

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Who are the competition, what do they offer?

The criteria to classify the competition are the following:
- Searches related when typing “GSI Exchange” on Google
- The similarity between services and supplementary services.

1. Goldcoast Coin Exchange https://www.goldcoastcoinexchange.com/

Address: 29134 Roadside Dr #101, Agoura Hills, CA 91301, EE. UU. Tel.: +1 818-347-0000
Social Networks:
Facebook: https://es-la.facebook.com/pages/category
Jewelry---Watches-Store/Goldcoast-Coin-Exchange-352724161476890/
Linkedin: https://sv.linkedin.com/company/goldcoast-coin-exchange-inc

Services:
Coin evaluation.
Jewelry and coin purchase and sale turned into precious metals.
Estate and inheritance pricing.

2. Goldco https://goldco.com/
(meaningful competitor)
Address: 21215 Burbank Blvd Suite 600, Woodland Hills, CA 91367, EE. UU.
Tel.:+1 855-465-3472
Social Networks
Facebook: https://www.facebook.com/goldcopreciousmetals/
Twitter: https://twitter.com/GoldcoPM
Youtube: https://www.youtube.com/channel/UCLVeO6tq6XTwBcFz1VyBm_A
Pinterest: https://www.pinterest.com/goldco/goldco-precious-metals-blog/?lp=true
Google +:https://plus.google.com/102074780534187843136

Services:
Gold IRA
Silver IRA
Retirement planning

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3. Mint State Gold https://www.mintstategold.com/

(meaningful competitor)
Address: 5855 Topanga Canyon Blvd ste 410, Woodland Hills, CA 91367, EE. UU.Tel.: +1 818-592-2800
Social Networks:
No Social Networks.

Services:
Gold
Silver
Palladium
Platinum
Copper
Nickel
Coin/Currency
Collectables
Purchase and sale of similar goods

4. International Bullion Exchange https://ibullionexchange.com/

(meaningful competitor)
Address: 30745, CA-1 suite 139, Malibu, CA 90265, Estados Unidos Tel.: +1 310-456-2398
Redes sociales:
Facebook: https://www.facebook.com/ibullionexchange
Twitter: https://twitter.com/intlbullionex

Services:
Gold coins and bars
Silver coins and bars
Palladium coins and bars
Platinum coins and bars
IRAs
Orion Program
Investment grade diamonds

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5. Northridge Gold Mine and Diamond Buyers http://www.northridgegoldmine.com

(Top competitor)
Address: 18473 Devonshire St E, Northridge, CA 91325, EE. UU. Tel.: +1 818-294-4724
Social Networks:
Facebook: https://www.facebook.com/northridgegoldmine/?rf=333444470063355
Youtube: https://www.youtube.com/channel/UCNuXJdNU0XCqP1mBXfsM7dA

Services:
Gold purchase
Jewelry valuation
Diamond and gold purchase for cash
Jewelry repair
Jewelry cleaning
Special orders

6. Nafiseh Jewerly (No website)

Address: 22140 Ventura Blvd #6, Woodland Hills, CA 91364, EE. UU. Tel.: +1 818-888-8407
Social networks:
Linkedin: https://www.linkedin.com/company/nafiseh-jewelry
Youtube: https://www.youtube.com/watch?v=Y9dqurYggVU

Services:
Gold purchase
Jewelry
Jewelry repair

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7. Silver and gold https://silverandgoldjewelers.com/

Address: 1555 Simi Town Center Way Store 150, Simi Valley, CA 93065, EE. UU. Tel.: +1 805-584-2099
Social Networks:
No social networks.

Services:
Gold sale and purchase
Silver sale and purchase
Watch sale and purchase
Diamonds sale and purchase
Jewelry and watch repair

8. Red rock secured https://redrocksecured.com/

(Top competitor)
Address: 898 CA-1, El Segundo, CA 90245, EE. UU. Tel.: +1 844-824-5051
Social networks:
Facebook: https://www.facebook.com/pg/rrsec/about/
Twitter: https://twitter.com/RedRockSec
Linkedin: https://www.linkedin.com/company/red-rock-securedseankelly
Youtube: https://www.youtube.com/channel/UCOTmXslL7W26cL9GQ3Z-DDg

Services:
Gold IRA
Gold
Silver
Palladium
Platinum

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When analyzing the competition, we can observe that their way of offering their services
varies, being website use (of those who have one) the main sales channel.

Our competition uses advertising resources and digital media to reach its audience.

They possess limited personnel and its majority is dedicated exclusively to sales, they speak
more often and almost entirely about the easiest selling services for the public.

In most cases, they have digital and social media presence. Those who have websites use
it as its main sales channel, while using their social networks (Facebook mostly) to seldom
promote their brands.

Social networks and behavior within.

Facebook is solidly established as the favorite social network.

Brand interaction is relatively low.

They publish on an irregular manner and they do not perform any campaigns.

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Objetives

What do we want to accomplish?

Main objective:
Achieve brand awareness and positioning in order to reach
new potential clients.

Specific objectives:
-More website visits from the right target audience
- Create valuable social media content
- Increase Brand visibility through social media promotion
- Gain customer loyalty (current, old, new customers)

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Analysis

GSI EXCHANGE is a company that offers an array of exceptional services in the North
American market, the cost of which can only be paid by a specific part of the public.

The advantages of this sort of services are the benefits it creates; those who can acquire these
services are people with a noticeable acquisitive power.
Part of the competition speaks about IRAs as a way of investment for retirement, however
none of them appeals to the emotions of a worthily old age or illustrates its benefits in a clear
way; the competition also recognizes
collectors as potential clients, even though they do not target
any messages to them on their social networks.

Tailored digital strategies can be constructed for GSI Exchange based upon the insights of
ideal clients, which will enable us to know how to address
and what messages to send in order to obtain a desired answer from the target audience.
Digital measuring tools will be used to assess the growth and the reach of every digital
action.

We recommend as well working with the current client portfolio, sending exclusive messages
that will permit them to “fall in love again” in order to produce new sales with loyal clients.

We must understand that a potential GSI Exchange client is someone whom is very well
informed about national and global economic and political affairs; someone who gets their
knowledge beyond what is on the media,absolutely conscious about the fact that having an
old age fundis a better alternative than savings that can be either devaluated
or perish during a crisis.

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Creative Proposal

We propose the creation of a modern and elegant image that appeals to the desires of status,
security, assurance and prosperity; on a very warm and personalized way, unlike financial institutions
whose communication is cold and emotionless.

As for social networks, an array of topics that raises the interest and deliver value to the audience will
be covered in our posts: product and service information; information about offices and locations;
about the importance of financial assurance for the future; social conscience; light posting on
wisdom and motivational messages that will humanize more our brand.

We want the public to clearly know that at GSI Exchange we know the market and are perfectly
aware that our products are a very safe way to maintain financial value, beyond a purchase they are
an investment.

This slogan goes according to the objectives of generating trust and breaking the negative image
that insurance companies have amongst the public.

Sober and clear typography

The message not only appeals to our main service but also evokes the wellbeing
of longevity as well as the security that making a wise investment generates.

It is an allegory to those looking for tranquility in their golden years.

We want the public to clearly know that at GSI Exchange we know the market and are perfectly
aware that our products are a very safe way to maintain financial value, beyond a purchase they are
an investment.

This slogan goes according to the objectives of generating trust and breaking the negative image
that insurance companies have amongst the public.

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Graphic Line

Elegant colors emulating precious materials, brief messages, different types of posts: informative,
motivational and thoughtful; all of them working for a single objective: placing the brand in the mind
of the public.

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Thank you so much for
your attention!

We’re gonna spice up your brand!