The document discusses Vastrm's goal to drive 100,000 visitors to their website to learn about custom fitted polo shirts. It analyzes Vastrm's target customers which are mainly 25-34 year old males interested in golf and other sports from warm weather areas. It also examines how polo shirts are viewed online, mainly through jokes or advertisements, and identifies Vastrm's main competitors as Ralph Lauren, Lacoste, and Southerntide. The document concludes Vastrm should promote the importance of custom fitted polos to their target audience interested in sports associated with higher income levels.

1. Vastrm digital strategy
jason Dempsey

2. Overview
vastrm.com makes custom fit polos using a home try on program that will
give you the ability to make custom fit adjustments to all of our apparel
Problem: vastrm has little brand awareness
goal: drive 100,000 people to vastrm.com by june 2013 to learn more about
their custom polo shirts
stragegy: ?
Solution: ?

3. goal to strategy
How do we drive 100,000 people to
vastrm.com by june of 2013?

4. questions
who are vastrm’s customers?
how do people view polo shirts online?
who are vastrm’s competitors?

5. who are vastrm’s customers? (Facebook analytics)

6. who are vastrm’s customers? (Facebook analytics)
25-34 year olds
other likes include: Golf, golf channel, tennis, sailing, nike, puma,
other custom shirt and polo companies, toms, gq, mr. porter &
gilt men

7. who are vastrm’s customers? (google trends)

8. who are vastrm’s customers? (google trends)
Residents of california, arizona, texas, florida, georgia, mid-atlantic, northeast &
midwest (warm weather and golfing states)
city dwellers - new york, boston, washington d.c., atlanta, charlotte, houston,
dallas, los angeles and san Francisco
globally - u.k., nigeria, south africa, india and australia (golf, tennis, cricket and
sailing are popular sports)
search of golf in google trends shows overlap in countries and cities for people who
search polo shirts. adding a search for the term tennis adds in more south american
and african countries.

9. how are polo shirts viewed online?
(Twitter.com/search)

10. how are polo shirts viewed online? (Topsy.com)

11. how are polo shirts viewed online?
(Twitter.com/search)
polo shirts are offered through tweets by discount sites selling
discounted ralph lauren or lacoste - @mainlinemenswear or
@frugalmalefashion
polo shirts are tweeted by manufacturers - @southerntide
majority of polo shirt tweets that are not selling them or
promoting sales are jokes about those who do where them or
inside jokes about friends or yourself wearing them

12. who are vastm’s competitors? (topsy.com)

13. who are vastrm’s competitors?
ralph lauren - name that comes up the most in all searches
lacoste - one of main names in topsy search
tendencies is a popular search on topsy
southerntide comes up in topsy and twitter searches and is company i’ve
never heard. however, they appear to associate with the warm weather and
fishing culture that goes with polo shirt purchasers.
high end design company’s come up too, in twitter and topsy searches -
alexander mcqueen, gucci, etc.

14. findings
polo shirts are purchased mainly by people who live in warm climates, large
cities and countries that are part of british commonwealth.
polo shirts are also directly related to searches with golf, tennis, fishing,
sailing and other sports that are associated with having money.
need to establish the importance of having a fitted polo to these consumers.
fitted clothes for men are part of the current culture.