Patagonia's Improved Digital Strategy
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The document discusses tactics for converting consumers to Patagonia, including how-to guides, relatable posts, monthly subscriptions, and videos on their website. It recommends display ads on outdoor activity websites and social media, and creating an app for iOS, Android and Google devices that includes their mobile website, blog and provisions. The key goals are to encourage consumers to choose Patagonia over other brands due to their focus on sustainability.
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Patagonia's Improved Digital Strategy
- 1. Sara Shalari
- 2. Conversion Tactics: • How-to Guides • Relatable Posts • Monthly Subscription
- 3. Patagonia has a vivid website with many pictures. It’s time to customize the website to add captivating videos.
- 4. Key performance indicators for website: Total Visits Page Views per Visit Returning Visitor rate Bounce Rate Conversion Rate Key performance indicators for advertisements: Clickthrough rate (CTR) Cost-per-click
- 5. Display adverts: Strong, compelling adverts on websites correlated with outdoor activities Paid Media: On social media platforms and sites Less Ads, More Sustainability
- 6. Characteristics of a Patagonia consumer include: Active Lifestyle Environmentally Aware Loves Outdoor Activity
- 7. We’ll convert consumers by offering a free subscription for a limited amount of time to how-to guides and blogs for outdoor activities and sports.
- 8. Let’s Create an App • The app will work for IOS, Android, and Google devices. • Patagonia mobile website • The Cleanest Line blog • Patagonia Provisions • Search engine optimized
- 9. As a $650 million company and Patagonia’s minimalistic view in advertising, the budget for the digital campaign is about 10% of sales.
- 10. “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” Encourage consumers through the adverts, app, website, and blog to choose Patagonia over other outdoor brands because of their focus on sustainability over profit.
Editor's Notes
- Slide 1: Hello everyone! My name is Sara and this is my plan to improve Patagonia’s digital strategy campaign.
- Slide 2: First, we’ll start out by talking a little bit about their social media tactics. Patagonia needs to add more content to their social media pages such as Facebook where they only have 927,063 page likes. We need to reach a wider set of people! In order to accomplish this, we’ll need to update the Facebook page frequently and with posts about compelling stories of consumers and their adventures using Patagonia outerwear. This will get people clicking the share button and the Patagonia brand on hundreds of Facebook feeds. Here, we can also offer consumers access to how-to guides as a conversion tactic. This can be done on social media platforms such as Twitter, Snapchat, and Instagram as well.
- Slide 3: The design of Patagonia’s website is already enticing to the consumer’s eye but we can make it even better by uploading videos whether they’re of customers and their adventures or Patagonia employees and their effort towards sustainability. These personal videos make Patagonia feel more welcoming and neighborly.
- Slide 4: As for measuring the success of the website we will be focusing on the KPI’s such as total visits, page views per visit, returning visitor rate, bounce rate, and the conversion rate. To measure how well our advertisements are doing we’ll look at clickthrough rate and cost-per-click. By using Google Analytics, we can determine if our performance is above or below average by looking at the outcomes of these metrics.
- Slide 5: Patagonia is known for their minimalistic view in advertising and we should stick to this view because that is the moral code of Patagonia. That is why we will make sure any and all paid media is strong and compelling and on sites correlated with outdoor activities. Patagonia’s blog posts will act as a catalyst for earned media and positively promote the brand in return of their environmental activist lifestyle.
- Slide 6: Patagonia’s main target consumer is someone who lives an active outdoor lifestyle. Some activities that Patagonia specifically targets are skiing, snowboarding, surfing, fly fishing, paddling and trail running. The best way to reach these consumers is through content marketing.
- Slide 7: In order to reach these consumers, we’ll have to provide incentives through the adverts to convert the customer into a Patagonia consumer. We’ll do this by offering how-to guides and access to special blog posts for outdoor activities and sports. Here, we’ll track metrics such as direct visitors, search visitors, and lead generation costs.
- Slide 8: The biggest part of this digital strategy is the app that would be created for IOS, Android, and Google mobile devices. This app would include Patagonia’s mobile website, The Cleanest Line blog, and Patagonia Provisions. It would also be search engine optimized making it easier for consumers to find what they are looking for. The app will make it simpler for consumers to lookup blog posts and promotion that Patagonia might be having.
- Slide 9: Patagonia is a privately held company and because of this I was not able to look at any of the income statements or balance sheets. With that being said, I researched companies similar to Patagonia and analyzed their budgets. The usual amount companies allocate towards digital campaigns is 10% of their sales. Considering this, the percentage does not have to be large because Patagonia values sustainability over profit as shown in their “Don’t Buy This Jacket” campaign.
- Slide 10: To conclude, Patagonia is a very wealthy brand not only in profit but in social responsibility. The best way to prepare for a digital campaign is by holding Patagonia ‘s campaign to the highest of standards when it comes to the placement of the adverts. Showing the consumers how environmentally friendly Patagonia is through adverts, the app, website, and blog will allow them to make a comparison amongst other outdoor brands that do not encourage consumers to shop responsibly. This shows consumers that Patagonia really holds on to their mission statement, “build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis,” and because of this, the digital strategy discussed today will help Patagonia grow into the consumer base of other companies.