SkillShare-aSSignmentCreate a great SoCial Media Strategy

with Julian Cole

Johan Wig 2012-12-17

vaStrM.CoM

what iS it?

what iS it?Vastrm.com is an online store for custom made polo shirts

buSineSS probleM?

buSineSS probleM?Consumers are unaware that Vastrm exists

goal?

goal?Drive 100,000 people to the Vastrm site to find

out more about the product by June 2013

My four queStionS

My four queStionS1. Who is the consumer?

2. What are they currently considering?3. When are they considering a purchase?

4. What is stopping them from buying today?

who iS the ConSuMer?

Clues 25-34 years. Popular city Jakarta(?), said San Fransisco when i checked yesterday

Clues from what pages Vastrm likes on Facebook

Competitors

tennis, golf and other

Competitors

Data for people interested in tennis and golf comapared to golf/

tennis and shopping

golf & tennis

golf & tennis and shopping

geography data for people interested in tennis and golf

“golf Citites”

“tennis Citites”

Who is the Consumer?

ConCluSion the consumer is an american man, between 24-35 years. interested in sport (preferably tennis and golf) and shopping. he lives in

larger urban cities on both the west coast and east coast (or texas).

what are they Currently ConSidering?

google search to find competitors

PoSSible ComPetitorS

WWW.bespokefitshirt.Com

blanklabel.Com

bestCustomshirt.Com

mytailor.Com

WWW.Ctshirts.Co.uk

WWW.shirtsmyWay.Com properCloth.Com

WWW.shirtsmyWay.Com

WWW.piCkashirt.Com

bleuflamme.Com

WWW.jhilburn.Com

Used similarsites.com and similiarsitesearch.com to find out more about the competitors

Main CoMpetitorS

bleUFlamme.CominDoChinoJ. hilbUrn

Polo ralPh laUrenlaCoSte

online Custom stores

big offlinebrands

bleuflaMMe.CoM

22,000 likes,

18-24yr, jakarta (?)

peaks in the autumn?

indoChino

69,000 likes,

25-34yr, VanCouVer

peak in january?

more luxurious

indoChino

sites to inVestigate further feW ads

blank label

11,000 likes,

15-24yr, indramayu (indonesia)

high and loW...?

blank label

sites to inVestigate further and example ads

ralph lauren

6m likes for ralph

lauren, 28,000

for polo ralph

laruen, 18-24 yr,

neW yorkpeaks in noVember and deCember

many ConVersations about the brandbig brand

ralph lauren

sites to inVestigate further

laCoSte

11m likes 18-24 yr,

istanbul

peaks in the autumn

many ConVersations about the brandbig brand

laCoSte

sites to inVestigate further

What are they Currently Considering?

ConCluSionVastrm has many competitors. Custom online stores like bleuflamme.com, blank label and indochino. and big sport- and clothing brands like ralph lauren, lacoste eg famous for their

polo shirts.

when are they ConSidering a purChaSe?

interest in tennis seems to by cyclic, with a strong peak in the summer

interest in golf seems to by cyclic, with a strong peak in the summer

interest in custom made shirts seems very irregular over time

searChed for “Custom polo shirt” during different time periods

When are they Considering a purChase?

ConCluSionVastrm should definitely do a marketing

campaign in the spring, just before the season for golf and tennis begins.

what iS Stopping theM froM buying today?

Trending data from 2010 and 2012 on consumer research and purchase behavior across the globe

Growth of Online in Shopping: Development from 2010 to 2012

1

The shift from offline to online purchasing is modest in most countries

6

37%

36%

34%

32%

31%

31%

29%

26%

24%

23%

22%

22%

21%

21%

21%

20%

19%

19%

16%

14%

13%

9%

2%

-4%

2%

2%

3%

0%

5%

1%

0% 4%

2% 7%

3%

1% 6%

0%

4%

-4%

1%

4%

2%

6%

-10%

-5%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Unite

d Ki

ngdo

m

Japa

n

Neth

erla

nds

Denm

ark

Norw

ay

Ger

man

y

Swed

en

USA

Finl

and

Switz

erla

nd

Aust

ria

Irela

nd

Aust

ralia

New

Zeal

and

Fran

ce

Isra

el

Gre

ece

Portu

gal

Belg

ium

Spai

n

Italy

Russ

ia

% of purchasers who purchased online in 2010

ppts increase 2010 to 2012 in % of purchasers who purchased online

Source: CCB 2010 and 2012 with base ‘All purchasers’. The value per country is the average of 32 products.

Found data from google insight “the shift from offline to online purchasing is modest

in most countries”

Consumer barometer shows a very low percentage (18%) of consumers buying

clothing & accessories online

a disbelief in ordering clothes online that fits perfectly

extremely strong competition from strong offline superbrands

What is stopping them from buying today?

ConCluSiona disbelief in ordering clothes online,

maybe because they don’t think they will fit. Customers seems to prefer to shop shirts in

regular stores, from big brands.