Digital Insights - Vastrm

digital insights for vastrmSKILLSHARE ASSIGNMENT BRANDON OLIVER SMITH‘CREATE A GREAT SOCIAL MEDIA STRATEGY’ @brandonXoliverINSTRUCTOR: JULIAN COLE

vastrm,a maker of ﬁtted polo shirts. (like custom suits, ...only sporty)

brief problem. Consumers are unaware that Vastrm exists goal. Drive 100k visitors to vastrm.com budget. $20,000 timing. June 2013

How can we increaseawareness and interest inVastrm ﬁtted polo shirts?

hypothesisquestions consumer. brand. competitive.• Who usually buys custom • How does Vastrm currently • How are competitors / !t clothing? create awareness and similar brands creating• Are people aware that interest with consumers? awareness with polos can be custom !t • What do people like or !nd consumers? too? interesting about Vastrm • What do people like or• How and where are polos? !nd interesting about consumers !nding competitive / similar information on !tted products? clothing and/or polos?• When are people looking for polo shirts?

consumerinsights

consumer Who buys custom fit clothing? source: facebook analytics Most Vastrm Facebook fans are between 25 and 35 years old. This was also theINSIGHT most common Facebook age demo for other popular mens !tted clothing brands; ONE Indochino, Modern Tailor and Black Lapel.

consumer Who buys custom fit clothing? source: google ad planner A Google Ad Planner audience !lter for “Men’s Clothing” and “Suits & BusinessINSIGHT Attire” con!rms the 25-35 age demo. Interestingly, females make up a larger share TWO of the audience than males for the same category.

Are people aware that polos can beconsumer custom fit too? source: google trendsINSIGHT People are aware that polos can be !tted, however they are the least searched !tted THREE clothing item. The most common term is “Fitted Shirt”.

How and where are consumers findingconsumer information on fitted clothing and/or polos? name mobile device % mobile indochino 5,400 27,100 19.9% modern tailor 480 4,400 10.9% black lapel 1000 4,400 22.7% vastrm 58 260 22.3% source: adwords keyword toolINSIGHT People are most likely to search for Black Lapel and Vastrm on mobile. FOUR

How and where are consumers findingconsumer information on fitted clothing and/or polos? CONSUMER BAROMETER: CLOTHING / USA / BELOW 40INSIGHT 29% of purchasers purchased online where Age is Below 40 and in the USA. FIVEINSIGHT 32% of purchasers did research online before purchasing where Age is SIX Below 40 and in the USA.INSIGHT 79% of people use a mobile phone / smartphone where Age is Below 40 SEVEN and in the USA.

How and where are consumers findingconsumer information on fitted clothing and/or polos?INSIGHT Google Ad Planner over indexes EIGHT the following sites for “Men’s Clothing” and “Suits & Business Attire” category. (investigate further). source: google ad planner

How and where are consumers findingconsumer information on fitted clothing and/or polos? source: adwords keyword toolINSIGHT “Custom Shirts” is among the most common search terms for Indochino, Modern NINE Tailor, Black Lapel and Vastrm.

consumer When are people looking for polo shirts? source: google trends People are searching for “polo shirts” most often during the summer months (July /INSIGHT Aug). Some of the hottest states show the most regional interest during these TEN months (Mississippi, Alabama, Luisiana, South Carolina).

brandinsights

How does Vastrm currently create brand awareness and interest with consumers? Deal coupons and reposting of media coverage make up most of Vastrm’sINSIGHT Facebook activity. Messages on Vastrm’s Twitter pro!le mirror those of ELEVEN Facebook, indicating that messages are being syndicated and not tailored. Vastrm has seen favorable media coverage on a number of popular websitesINSIGHT such as; Techcrunch, Inc.com, Forbes and NY Times. All articles reference TWELVE Vastrm’s involvement in the Y-Combinator’s 2012 Demo Day. Vastrm is quite active on the mens style message board styleforum.net. The INSIGHT company founder uses a Vastrm thread to post product information and !eldTHIRTEEN questions from the community. sources: facebook brand page analysis, brand twitter page analysis, them googles

How does Vastrm currently create brand awareness and interest with consumers? source: mixrank INSIGHT Current communications messaging; custom design, personalize, unique gift, styleFOURTEEN your own, simple and easy.

How does Vastrm currently create brand awareness and interest with consumers? AD TRAFFIC SOURCES allcustomwear.com 54 polocontacts.com 49 t-shirt-buyers-guide.org 33 thealexjonesshow.com 28 cosmosmith.com 26 wctpolo.com 21 twilightgear.net 20 iznadgolf.com 19 lousyteeshirts.com 19 shirtaday.com 19 times seen source: mixrankINSIGHT Top ad tra"c sources for Vastrm are allcustomwear.com, polocontacts.com and FIFTEEN t-shirt-buyers-guide.org.

What do people like or find interesting brand about Vastrm polos? source: twitter advanced searchINSIGHT A commonly liked attribute of Vastrm is its “perfect !t”. SIXTEEN

competitivebrandinsights

How are competitors creating awareness competitive with consumers? (Indochino) Sweepstakes and deals make up most of Indochino’s Facebook activity. Deals INSIGHT are o#set with engaging conversation from the brand in the form of tips andSEVENTEEN style guides. Indochino’s Twitter pro!le is highly engaging. The brand is often seen posting INSIGHT helpful tips and interacting with followers. Its Pinterest pro!le is also active; EIGHTEEN having ran a campaign in Feb 2012 where people could win their favorite “pinned” Indochino product. INSIGHT Indochino’s YouTube channel is full of informative, stylish videos. The video “The NINETEEN Making of an Indochino Suit” received over 32,000 views. sources: facebook brand page analysis, brand twitter page analysis, them googles

How are competitors creating awarenesscompetitive with consumers? (Indochino) source: mixrank INSIGHT Indochino communications messaging; custom made, premium fabrics, free TWENTY shipping, perfect !t, guarantee.

How are competitors creating awarenesscompetitive with consumers? (Indochino) AD TRAFFIC SOURCES stylecrave.com 510 manolomen.com 406 valetmag.com 344 theprimata.com 56 bomomo.com 42 artofmanliness.com 33 whitestagpants.com 21 recidivism.org 5 greenweddingshoes.com 4 uiucnopants.com 4 times seen source: mixrank INSIGHT Top ad tra"c sources for Indochino are stylecrave.com, manolomen.com and TWENTY ONE veletmag.com.

How are competitors creating awarenesscompetitive with consumers? (Modern Tailor) INSIGHT Fewer deals and coupons are posted on Modern Tailor’s Facebook page. Most TWENTY content consists of product photos and product information. A similar style of TWO content is syndicated on the brand’s Google+ and Twitter pages. INSIGHT Modern Tailor is active on image-based social networks Pinterest, Tumblr and TWENTY Flickr. A search on Tumblr for “Modern Tailor” shows a large fan-base THREE community (http://tumblr.com/tagged/modern+tailor) INSIGHT Modern Tailor’s YouTube channel is full of informative, stylish and at times TWENTY FOUR humorous videos. sources: facebook brand page analysis, brand twitter page analysis, them googles

How are competitors creating awarenesscompetitive with consumers? (Modern Tailor) source: mixrank INSIGHT Modern Tailor communications messaging; custom made, look great, perfect !t, TWENTY FIVE custom tailored.

How are competitors creating awarenesscompetitive with consumers? (Modern Tailor) AD TRAFFIC SOURCES plaidshirtssite.com 73 silkshirtco.com 52 prodigipub.com 37 sogeshirts.com 36 stylecrave.com 31 shopstylescrapbook.com 29 allcustomwear.com 27 rumplo.com 25 lousyteeshirts.com 24 footballshirtculture.com 23 times seen source: mixrank INSIGHT Top ad tra"c sources for Modern Tailor are plaidshirtsite.com, silkshirtco.com and TWENTY SIX prodigipub.com.

What do people like or find interestingcompetitive about competitors? source: twitter advanced search INSIGHT Price, a great experience and the physical pop-up tailor are among the most TWENTY SEVEN favorable competitor attributes.

wrapping it up... consumer brand competitiveThe most common audience age Most of Vastrms existing online fan- Competitors have seen high levels ofgroup is 25-35. Most online base and conversation share is the result audience interest in instructional,conversations appear to be made by of their participation in Y-Combinators informative YouTube videos. Similarmales, however females are driving 2012 Demo Day. Vastrm messaging is levels of audience activity is observedsearch. July and August are popular around customization and convenience. on image-based social networks likemonths for polos, likely due to the This is in contrast to the brands most Tumblr, Pinterest and Flickr. Brandheat. People are aware of !tted polos, liked attribute by fans; "the perfect !t". messaging is around premium fabrics,but interest in the more generic term custom made, perfect !t and custom"!tted shirt" is more popular. Most tailored. People are most fond ofpeople look for information on competitors prices and their noveldesktop/laptop devices despite most "experience", often citing Indochinosof the audience owning mobile pop-up tailor concept.phones / smartphones. Onlineresearch is an important step in theaudiences path to purchase.

strategic insight:Fitted shirts are well liked and popular items, although people are less common to recall “!ttedpolos”. This is a bit funny seeing as polos are shirts. Polos can keep you cool in warm weather. Fitted polos can keep you looking cool during warmer seasons too.

strategy:Establish polo shirts (vastrm) as a necessaryaddition to a fashionable man’s ﬁtted wardrobe.“Twelve months and four seasons, look sharp in all of them”

Digital Insights - Vastrm

by Brandon Oliver Smith on Dec 18, 2012

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