brief Business Problem: Consumers are unaware that Vastrm exists Goal: Drive 100K people to Vastrm.com to learn more about their custom polo shirts Budget: $20,000 Deadline: June 2013 Strategy: ? Solution: ?
HOW can we drive 100K people to the Vastrm siteto learn more about their custom polo shirts?
Questions We’ll Answer Consumer Brand CompetitorWho is interested in custom What is Vastrm‟s current How are they ranked online?clothes? brand positioning? How do other brands createHow do they think about the How has Vastrm created awareness?polo and custom clothes interest with consumers?categories? What do people like about What do people like about the competition?What time of year does Vastrm polo shirts?interest spike?Where do they live? What istheir socio-economic level?How are people finding infoon custom clothes?
Consumer Brand Competitor • Primary age demo of 25-34, however, females dominate search • Upwardly mobile, young professional males in urban areas • Lack of awareness that polo shirts can be custom or fitted • Searches peak in warmer months • 22% of Vastrm searches tend to be on mobile devices • “Custom shirts” is the most popular search term • Roughly 1/3 of shoppers will research online before purchasing, primarily on desktop/laptopSources: Google Ad Planner, FB Page Analytics, Google Trends, Google Keyword Tool, Consumer BarometerVisit Appendix section for more details
Consumer Brand Competitor • Vastrm is like “The Warby Parker” of shirts, offering a home try-on program as a key differentiator to enhance the shopping experience • Vastrm has received positive publicity from Earned Media, however, there is still untapped potential for Paid and Owned media, especially social media sites with a heavy fashion + style presence • Current communication messaging focuses on customization option, which makes sense since proper fit is a major desire for consumersSources: MixRank, Twitter Advanced Search, HackerNewsVisit Appendix section for more details
Consumer Brand Competitor • Similar brands to Vastrm include Indochino, Black Lapel, iTailor, Modern Tailor and Proper Cloth, however, their focus is primarily on dress shirts and suits --- NOT custom polo shirts • Indochino has a dominating online presence for men‟s custom clothes • Indochino may attribute some success to its heavy social media presence and focus on a premium product with a custom fit • Black Lapel seems to have a lot of traction through it‟s online presence and position as a lifestyle brand for men‟s clothingSources: MixRank, Facebook Page Analysis, Compete, Google Search, Twitter SearchVisit Appendix section for more details
consumer summary Target “Conscious Strivers” Constantly looking at areas where they can improve Motivations Attitudes/Behaviors Aspirational desire They‟ll spend more for quality.to look and feel good They‟re role models to their peers.
consumer insight Conscious Strivers already buy custom, fitted clothes. They just don‟t realizethat they can get custom polo shirts that fit great.
strategic insight Conscious Strivers already buy custom, fitted clothes. They just don‟t realizethat they can get custom polo shirts that fit great. They‟ll buy custom polo shirts too if they know Vastrm provides a great option.
single minded proposition Make Vastrm synonymous with a GREAT fit
reasons to believeVastrm‟s home try-on program lets users find the perfect fit No hassles No measuring No purchase necessary
big ideaVastrm asks, "Does it fit?” Show funny everyday situations where fit‟s important
Peanut butter and _____________? Some things just don’t go together. What’s a better fit?
Do these things fit? We didn’t think so, but you know what alwaysdoes? A Vastrm custom polo…fb.me/2qix8jxmVastrm is all about great fit. What are two things that don’t gotogether? Striped shirts and striped ties? fb.me/2qix5cxm
How can you spot a bad fit?There are certain things in life that are an obvious mismatch (screendoors on submarines, anyone?). Sometimes we see things thatsubconsciously don’t go together, but we have trouble articulatingwhy.Take a look at the example in the first photo. Besides the fact that thetie is too short, we have a wide striped shirt paired with a wide striped
Vastrm Communications Framework Current Consumer Behavior Desired Response Upwardly Mobile Males 25-34 Buy Vastrm polo shirts Facebook Twitter Pinterest Tumblr Vastrm Blog Gmail WSJ Coworkers Svpply NY Times Google Search YouTube Men‟s Fashion Blogs Awareness Researching Buying MomentCREATIVE Why proper fit matters Vastrm is the best option of Vastrm‟s home try-on a great fitting polo shirt program means you‟ll get exactly what you want • Blogger outreach • Blogger outreach • Community Mgmnt • Facebook Advertising • Community Mgmnt • Email listsMEDIA • Microsite • Paid search • Earned Media • Owned media • Social bookmarking • Email lists • Remarketing • Twitter ads • Microsite • Web banners
Vastrm Digital Ecosystem Awareness Researching Buying Moment Email lists Owned media Blogger outreach Earned media Search Remarketing Ads Community ManagementPages Banners Vastrm site
key performance indicators Retention 70% positive sentiment 3K Facebook Likes 3K Twitter Fans 5 comments per blog post Purchase 75 people purchase through home try-on program Preference 15% increase in purchase preference Consideration 10,166 visitors to the Vastrm site by June 2013 Awareness12,707,500 Impressions to the Target Market (Facebook, Twitter) 2 articles by popular men‟s fashion blogs Features in GQ, Details and Esquire
consumer Who is interested in custom clothes? Google Ad Planner indicates a primary age demo of 25-34 (secondary demo is 18-24), however, the gender skew tends to be female, perhaps indicating that they are shopping for menSource: Google Ad Planner.Filter: “Men‟s Clothing” and “Suits and Business Attire”
consumer Who is interested in custom clothes? Vastrm Facebook fans tend to be 25-34 years old (validating Google Ad Planner), similar to other custom men‟s clothing retailers like Black Lapel, Indochino, iTailor, Modern Tailor and Proper ClothSource: Facebook Page Analytics
consumer How do they think about the polo shirt and custom clothes categories? August August August Sept Sept Sept1. People look for “custom shirts” and “polo shirts,” but seldom “custom polo shirts” or “fitted polo shirts,” indicating a lack of awareness that this product is available2. Seasonality: Searches peak in warmer months (August for “polo shirts” and Sept. for “custom shirts”, indicating an opportunity for a combined productSource: Google TrendsFilter: Limit to U.S., past 36 months (Jan.‟10-Jan.‟13)
Where do they live? consumer What is their socio-economic level? People searching for “custom shirts” and “polo shirts” tend to live in similar metro areas (NY, FL, TX and Southern CA), suggesting an upwardly mobile, young professionalSource: Google TrendsFilter: Limit to U.S., past 36 months (Jan.‟10-Jan.‟13)
consumer How are people finding info on custom clothes? Brand Mobile Desktop and Laptop % Mobile* Vastrm 58 260 22 Black Lapel 1,300 5,400 24 Indochino 5,400 33,100 16 iTailor 480 5,400 8 Modern Tailor 590 4,400 13 Proper Cloth 320 2,400 13 Local Monthly Searches 22% of Vastrm searches tend to be on mobile devices, while Black Lapel leads the competitor set with 24% of mobile searchesSource: Google Keyword ToolFilters: Category – Custom Clothing; Locations – United States* Mobile/(Desktop and Laptop) = % Mobile
consumer How are people finding info on custom clothes? “Custom shirts” is the most popular search term for these brandsSource: Google Keyword ToolFilters: Category – Custom Clothing; Locations – United States* Mobile/(Desktop and Laptop) = % Mobile
consumer How are people finding info on custom clothes?• 32% of purchasers did research online before purchasing• 15% of users used a search engine to do research before purchasing• 16% research on a desktop/laptop before purchase; 5% on mobile; 0.6% on tabletSource: Consumer BarometerFilters: Products – Clothing & Accessories; Countries – USA; Age – Below 40
brand What is Vastrm‟s current positioning? “The for shirts” Jonathan Tang, Vastrm Founder Ycombinator Demo Day
brand What is Vastrm‟s current positioning? Vastrm‟s home try-on program lets people: • Touch/feel the product • Replicate the in-store experience • Ensure proper fit
How has Vastrm created interest brand with consumers? paid 5 text ads since Aug. 16th, 2011 media earned Positive publicity from media NYTimes, TechCrunch, Forbes, Inc., AngelList, KevinRose.c om, Active: Facebook, Twitter, LinkedIn, Pinterest, Style Forum, owned Vastrm blog media Missing: Lyst, Tumblr and Svpply (popular fashion sites) Promotions: Gift cards, seasonal sales (Ex: Winter Holiday), store credit, promoting specific items (Ex: black polos)Source: MixRankFilter: Vastrm.com
How has Vastrm created interest brand with consumers? Current communication messaging: custom design, personalization, unique, work or play, gift ideas, simplicitySource: MixRankFilter: Vastrm.com
How has Vastrm created interest brand with consumers? Top ad traffic sources based on number of monthly unique visitors are allcustomwear.com, cosmosmith.com and iznadgold.comSource: MixRankFilter: Vastrm.com
What do people like about brand Vastrm polo shirts? Proper fit is a recurring theme on social mediaSources: Twitter Advanced Search; Hacker News
competitor How are they ranked online? Likes Unique Year Visitors/mo founded Black Lapel 19,952 3,290 2011 Indochino 70,964 11,134 2006 iTailor 8,200 10,580 1971 Modern Tailor 3,438 9,453 2007 Proper Cloth 2,733 1,507 2008 Indochino has the most Facebook „likes‟ and the most Unique Visitors. Black Lapel has the 2nd most „likes‟ and is 2nd to last in traffic, but has scaled faster than competitors.Sources: Facebook Page Analytics, Compete.com
competitor Brand Snapshot: Indochino paid Mainly focuses on Banner Ads media earned Positive buzz on Lifehacker, Forbes, etc. media owned Highly active presence on media Facebook, Twitter, YouTube, Instagram and Pinterest. Current communication messaging: dress pants, custom, made to measure, premium, modern fit, free shipping Top ad traffic sources based on number of monthly unique visitors are artofmanliness.com, greenweddingshoes.com and stylecrave.comSources: MixRank, Google SearchFilter: Indochino.com
competitor Brand Snapshot: Indochino Overall, consumer sentiment is very positiveSource: Facebook Page Analysis, Twitter
competitor Brand Snapshot: Black Lapel paid MixRank data not available. Can be difficult to search media because it has a similar name to competitor “Blank Label” and Johnnie Walker Black Label whiskey. earned Positive buzz on AskAndyAboutClothes.com, Lifehacker media and other fashion + style blogs owned Highly active Facebook, Pinterest, Twitter and Tumblr media Current communication messaging: focuses on positioning itself as a lifestyle brand instead of on specific product benefitsSource: Facebook Page, Twitter Advanced SearchFilter: BlackLapel.com
competitor Brand Snapshot: Black Lapel Black Lapel is a lifestyle brand heavily engaged with its audienceSource: Twitter Search, Facebook Page AnalysisFilter: BlackLapel.com