The document provides details on the proposed new music magazine "ROQ". It discusses the genre as rock and content as interviews and music festival dates. It will be published weekly. The target audience is identified as mostly male aged 15-24 based on analysis of similar magazine Kerrang!. Production costs including printing and staffing are estimated. A marketing plan is outlined using the 4Ps approach focusing on the target audience. A production schedule is proposed across 4 weeks.
This is my assignment for the course "Create a great Social Media Strategy" by Julian Cole, Digital Strategy Director at BBH NY. Any comments and recommendation are very well appreciated. Especially when it comes to the question: what can you get for 12K$?
PS: Unfortunately Slideshare erased my wonderful blue background...
Communications Planning Crash Course (Skillshare) - Volkswagen Golf Joan Collado
This document presents a communications planning project for Volkswagen to introduce the new 2013 Golf model in the Spanish market. It includes research on the target consumer and competitive landscape in Spain. Quantitative research shows that Spanish consumers do more online research than Americans before car purchases. Qualitative findings suggest that reliability is important to Spanish buyers, and brands like Volkswagen are seen as higher quality but more expensive. The main target consumer is identified as Patricia, a 24-year-old marketing student in need of a reliable car for commuting. The creative brief outlines communicating the Golf's history of fun driving through a customer journey map. Key performance indicators include brand awareness, image attributes, purchase intent and actual purchases.
Netflix wants to increase subscriptions by offering original programming like Hemlock Grove. However, awareness of Hemlock Grove is low. The digital strategy aims to attract "thrill-seekers" by improving access and experience through a revamped mobile app, social features, and interactive content. A campaign called "Thrill-seeker" uses mobile, social media, and video to improve awareness, acquisition, and advocacy. Key metrics track growth in app reviews, social mentions, searches, and subscriptions. The $300,000 budget is allocated across SEO, social media, banners, and video to drive new users to sample and subscribe to Netflix through Hemlock Grove.
How to measure Digital looks at the important role of Key Performance Indicators and how you create them. It takes a Communication Objective and turns it into Strategy that leads to Tactics to support the Strategy. The final piece is putting in place Key Performance Indicators which makes up the parts of the Communications Objective.
The document provides a recap of learnings for video tactics in 2017 based on research from 2016. It discusses four key areas: 1) Using video to make a cultural splash by identifying platform insights and innovative uses of technology, 2) Optimizing video for social feeds by testing content developed specifically for feeds, 3) Skipping the skip button on YouTube ads by including certain elements to increase view-through rates, and 4) Building effective Snapchat lenses by testing different creative approaches to increase usage. The overall goal is to break through video clutter and understand evolving online video opportunities.
What is Digital Strategy? presentation explains the role of digital strategy in easy to understand language.
This is a presentation from the online course 'Crash Course to Digital Strategy' that you can sign up to on Skillshare for $20 http://skl.sh/VOj2ol
Pay with a tweet to download - http://www.paywithatweet.com/pay/connect.php?id=3bc9bee2cfdc011872fc15e896cbd108
Looks at answering what the role of a Digital Strategist is in an Advertising Agency. A relative of the Communications Planner, Strategic Planner and Account Planner, Digital Strategy concentrates on understanding the digital consumer, brand, media and creativity.
Looking at the core skills of Insight Mining, Communication Planning and Digital Metrics for success.
Thanks to Mark Pollard, Ana Andjelic, Mike Arauz and the many other Digital Strategists who helped me work out this bloody hard question.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms for those who already suffer from conditions like anxiety and depression.
The document provides details on the proposed new music magazine "ROQ". It discusses the genre as rock and content as interviews and music festival dates. It will be published weekly. The target audience is identified as mostly male aged 15-24 based on analysis of similar magazine Kerrang!. Production costs including printing and staffing are estimated. A marketing plan is outlined using the 4Ps approach focusing on the target audience. A production schedule is proposed across 4 weeks.
This is my assignment for the course "Create a great Social Media Strategy" by Julian Cole, Digital Strategy Director at BBH NY. Any comments and recommendation are very well appreciated. Especially when it comes to the question: what can you get for 12K$?
PS: Unfortunately Slideshare erased my wonderful blue background...
Communications Planning Crash Course (Skillshare) - Volkswagen Golf Joan Collado
This document presents a communications planning project for Volkswagen to introduce the new 2013 Golf model in the Spanish market. It includes research on the target consumer and competitive landscape in Spain. Quantitative research shows that Spanish consumers do more online research than Americans before car purchases. Qualitative findings suggest that reliability is important to Spanish buyers, and brands like Volkswagen are seen as higher quality but more expensive. The main target consumer is identified as Patricia, a 24-year-old marketing student in need of a reliable car for commuting. The creative brief outlines communicating the Golf's history of fun driving through a customer journey map. Key performance indicators include brand awareness, image attributes, purchase intent and actual purchases.
Netflix wants to increase subscriptions by offering original programming like Hemlock Grove. However, awareness of Hemlock Grove is low. The digital strategy aims to attract "thrill-seekers" by improving access and experience through a revamped mobile app, social features, and interactive content. A campaign called "Thrill-seeker" uses mobile, social media, and video to improve awareness, acquisition, and advocacy. Key metrics track growth in app reviews, social mentions, searches, and subscriptions. The $300,000 budget is allocated across SEO, social media, banners, and video to drive new users to sample and subscribe to Netflix through Hemlock Grove.
How to measure Digital looks at the important role of Key Performance Indicators and how you create them. It takes a Communication Objective and turns it into Strategy that leads to Tactics to support the Strategy. The final piece is putting in place Key Performance Indicators which makes up the parts of the Communications Objective.
The document provides a recap of learnings for video tactics in 2017 based on research from 2016. It discusses four key areas: 1) Using video to make a cultural splash by identifying platform insights and innovative uses of technology, 2) Optimizing video for social feeds by testing content developed specifically for feeds, 3) Skipping the skip button on YouTube ads by including certain elements to increase view-through rates, and 4) Building effective Snapchat lenses by testing different creative approaches to increase usage. The overall goal is to break through video clutter and understand evolving online video opportunities.
What is Digital Strategy? presentation explains the role of digital strategy in easy to understand language.
This is a presentation from the online course 'Crash Course to Digital Strategy' that you can sign up to on Skillshare for $20 http://skl.sh/VOj2ol
Pay with a tweet to download - http://www.paywithatweet.com/pay/connect.php?id=3bc9bee2cfdc011872fc15e896cbd108
Looks at answering what the role of a Digital Strategist is in an Advertising Agency. A relative of the Communications Planner, Strategic Planner and Account Planner, Digital Strategy concentrates on understanding the digital consumer, brand, media and creativity.
Looking at the core skills of Insight Mining, Communication Planning and Digital Metrics for success.
Thanks to Mark Pollard, Ana Andjelic, Mike Arauz and the many other Digital Strategists who helped me work out this bloody hard question.
The document discusses the benefits of exercise for mental health. Regular physical activity can help reduce anxiety and depression and improve mood and cognitive function. Exercise causes chemical changes in the brain that may help protect against mental illness and improve symptoms for those who already suffer from conditions like anxiety and depression.
This document discusses key concepts in media audience profiling. It describes how audiences can be individuals or groups consuming media in public or private settings. It then covers different ways audiences are demographically profiled, including by factors like gender, age, race, class and more. Psychographic profiling divides audiences into categories based on attitudes, interests and behaviors. Marketers use these profiling techniques to better understand target audiences and effectively advertise products.
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.
This document summarizes a social media strategy project for the clothing brand Vastrm. It analyzes Vastrm's target audience and competitors' audiences. It finds that Vastrm visitors are mostly males aged 25-34, while competitors Ralph Lauren and Lacoste attract younger females. Research indicates that polo shirts are purchased by men for business wear. The document proposes targeting both men and women by emphasizing Vastrm's affordable yet high-quality tailored fit compared to competitors. Interactive storytelling on social media could showcase the value of Vastrm's personalized polo shirts.
Fashion forecasting and fashion industrysuniltalekar1
The document discusses the process of fashion forecasting. It involves coordinating information from various fashion-related industries, analyzing fashion media and trends, and conducting consumer and market research through surveys, focus groups, and store interviews. Forecasting services analyze current events, celebrity styles, and new technologies to predict future trends. Observation of fashion weeks, fairs, designers, and street styles also helps forecast trends. The goal is to accurately predict trends early to allow sufficient production time for companies.
The document discusses how the author's music product would appeal most to the "mainstreamer" psychographic profile identified by Young and Rubicam. Mainstreamers follow popular trends and make up 40% of the population, so a genre of music currently popular would attract more people. The music video will feature streetwear brands to appeal to mainstream audiences and make them feel represented by a large group.
This document analyzes the target audience for a music video being produced by Dominic Ball and Harry Longman. It identifies the target audience as being predominantly male aged 18-35, from diverse ethnic backgrounds belonging to socioeconomic classes E-B. Psychographic profiles show the target audience can be described as "Aspirers, Mainstream, and Strugglers." A survey of 20 people and mood board were used to understand preferences around music video genres, consumption habits, and memorable elements to include in the video. The document proposes addressing this audience with a conceptual narrative storyline, inclusion of male-oriented subjects, modern visuals, and city filming locations.
This document analyzes the target audience for a music video by examining the profile of Kanye West and research into his existing fan base. It identifies that the target audience is likely to be 57% male and 43% female, aged 18-35, with diverse ethnicities. Psychographic profiles show Kanye West's audience is likely to be aspirers, mainstream consumers, and strugglers. A survey of 20 people provides additional insights into preferred music video genres and memorable videos. The document concludes with recommendations on how to attract and address this identified target audience in the new music video.
This document discusses whether online advertising revenue can sustain journalism. It notes that online advertising is a $1.19 billion industry that provides 45% of newspaper company advertising growth. However, newspapers must balance providing online content and advertising without cannibalizing print revenue or readership. The document examines different types of online content and advertising, such as banners, sponsorships, and classifieds, that could generate revenue but must be implemented carefully to support rather than compete with print journalism.
The document outlines research conducted on existing clothing brand websites to identify common features and aspects to include. It also details a questionnaire and interviews conducted to understand audience preferences related to clothing designs, price points, and website features. The research findings will help determine how to design clothing products and a website that appeals to the target teenage male audience.
Research of Viability of Custom Fit Clothing Among DC Student GroupsYang Zhao
A consulting project that aims to explore, identify potential target segments for Numari, a custom fit business casual dress e-Commerce brand, and implement strategies to enter those segments.
- IPC Media is a large UK-based media group that publishes over 60 magazine brands across print and digital platforms, reaching almost 26 million UK adults.
- It has five divisions focused on different audiences and aspects of the business, including advertising, connecting audiences, inspiring men, newsstand sales, and upmarket women.
- Bauer Media is also a large UK media group that was formed through the acquisition of Emap's consumer magazines, radio, TV, online and digital businesses. It has two main divisions - Magazines and Radio.
Here are some key points on how XXL magazine provides user gratification:
- Diversion: It allows readers to escape from daily life stresses by providing entertaining interviews, news, and previews of upcoming music/albums.
- Personal relationships: The magazine content gives readers things to discuss with friends who share an interest in hip hop/rap music and culture. This fosters social bonds.
- Personal identity: Readers may relate to or aspire to be like their favorite artists, helping them learn about themselves and develop confidence.
- Surveillance: XXL enhances readers' knowledge of hip hop by providing insider access to interviews and information about popular rappers and the latest industry developments. This satisfies their curiosity and helps
The document provides an overview of social media strategy recommendations for the Michigan Festivals and Events Association (MFEA) to enhance marketing efforts and member services. It recommends establishing a presence on Facebook, Twitter, and Instagram to engage with target audiences like event goers, current members, and future members/leaders. The strategy suggests posting regularly to share event info, photos, and participate in discussions using relevant hashtags. Goals are to build relationships and integrate social media into overall marketing. The document also provides background on social media trends and metrics to measure the ROI of MFEA's social media efforts.
The document discusses the design process for a new bicycle brand called Coast Bikes. It summarizes that design thinking brought about a solution to branding the bicycles, with the design of the bike's appearance being put off to later stages. This was a successful approach that prompted seven more companies to produce coast bikes. The document also discusses methods for ethnographic research and interviewing to inform design processes.
The document summarizes a brand analysis research project conducted on Nike by a group of students. They surveyed 80 Winthrop University students ages 17-28 to understand perceptions of Nike compared to other athletic brands like Adidas and Under Armour. Key findings were that consumers associate Nike most with comfort and are motivated to choose Nike based on comfort over other factors. When looking at athletic apparel in general, consumers consider brand name for Adidas, quality for Under Armour, and comfort for Nike. Nike advertising campaigns like Livestrong did not significantly influence purchasing behavior.
The researcher conducted product research, questionnaires, and interviews to understand audiences for a fashion magazine. Product research provided examples of outfits and photography styles but questionnaires lacked detail. Interviews allowed understanding different opinions on branding and trends. Responses were mixed, with some preferring affordable clothing and others branded styles. The survey was distributed in lessons for a quick response, but comments made decisions difficult. Overall, the methods provided audience insights but responses lacked consistency.
The document discusses various topics related to design thinking and product design processes. It describes how design thinking helped solve the branding problem for coasting bikes, prompting other companies to produce similar bikes. It also discusses ethnographic research methods used by companies to design products that better fit consumer desires and lifestyles. Other topics covered include interviewing techniques, peer documentation findings, and desk research on snack food products and advertising.
Mrs the secret to high quality participantsAndrew Barnes
The document discusses finding high quality participants for research. It reveals that market research's number one problem is accessing a quality and representative sample. It then discusses how traditional and digital recruitment can have issues like low quality participants and repeat respondents. Finally, it introduces behavioural recruitment using Facebook data to find participants who genuinely match criteria, are fresh and enthusiastic, and can be accessed at scale.
Tom Palmaerts, European Youth Trends and Possibilities15/30 Research
This document is a presentation from Trendwolves, a research and marketing agency focused on youth culture. It discusses trends observed in European youth for 2012 and beyond. Trendwolves conducts both general and sector-specific trend research backed by input from a European network. They share insights through lectures and workshops and help turn trend findings into marketing strategies. The document promotes Trendwolves' trend reports and services and discusses observed trends like "God is a Designer," "Closed Networks," "1 Safety Rules," and "Circle of Food."
This document discusses key concepts in media audience profiling. It describes how audiences can be individuals or groups consuming media in public or private settings. It then covers different ways audiences are demographically profiled, including by factors like gender, age, race, class and more. Psychographic profiling divides audiences into categories based on attitudes, interests and behaviors. Marketers use these profiling techniques to better understand target audiences and effectively advertise products.
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.
This document summarizes a social media strategy project for the clothing brand Vastrm. It analyzes Vastrm's target audience and competitors' audiences. It finds that Vastrm visitors are mostly males aged 25-34, while competitors Ralph Lauren and Lacoste attract younger females. Research indicates that polo shirts are purchased by men for business wear. The document proposes targeting both men and women by emphasizing Vastrm's affordable yet high-quality tailored fit compared to competitors. Interactive storytelling on social media could showcase the value of Vastrm's personalized polo shirts.
Fashion forecasting and fashion industrysuniltalekar1
The document discusses the process of fashion forecasting. It involves coordinating information from various fashion-related industries, analyzing fashion media and trends, and conducting consumer and market research through surveys, focus groups, and store interviews. Forecasting services analyze current events, celebrity styles, and new technologies to predict future trends. Observation of fashion weeks, fairs, designers, and street styles also helps forecast trends. The goal is to accurately predict trends early to allow sufficient production time for companies.
The document discusses how the author's music product would appeal most to the "mainstreamer" psychographic profile identified by Young and Rubicam. Mainstreamers follow popular trends and make up 40% of the population, so a genre of music currently popular would attract more people. The music video will feature streetwear brands to appeal to mainstream audiences and make them feel represented by a large group.
This document analyzes the target audience for a music video being produced by Dominic Ball and Harry Longman. It identifies the target audience as being predominantly male aged 18-35, from diverse ethnic backgrounds belonging to socioeconomic classes E-B. Psychographic profiles show the target audience can be described as "Aspirers, Mainstream, and Strugglers." A survey of 20 people and mood board were used to understand preferences around music video genres, consumption habits, and memorable elements to include in the video. The document proposes addressing this audience with a conceptual narrative storyline, inclusion of male-oriented subjects, modern visuals, and city filming locations.
This document analyzes the target audience for a music video by examining the profile of Kanye West and research into his existing fan base. It identifies that the target audience is likely to be 57% male and 43% female, aged 18-35, with diverse ethnicities. Psychographic profiles show Kanye West's audience is likely to be aspirers, mainstream consumers, and strugglers. A survey of 20 people provides additional insights into preferred music video genres and memorable videos. The document concludes with recommendations on how to attract and address this identified target audience in the new music video.
This document discusses whether online advertising revenue can sustain journalism. It notes that online advertising is a $1.19 billion industry that provides 45% of newspaper company advertising growth. However, newspapers must balance providing online content and advertising without cannibalizing print revenue or readership. The document examines different types of online content and advertising, such as banners, sponsorships, and classifieds, that could generate revenue but must be implemented carefully to support rather than compete with print journalism.
The document outlines research conducted on existing clothing brand websites to identify common features and aspects to include. It also details a questionnaire and interviews conducted to understand audience preferences related to clothing designs, price points, and website features. The research findings will help determine how to design clothing products and a website that appeals to the target teenage male audience.
Research of Viability of Custom Fit Clothing Among DC Student GroupsYang Zhao
A consulting project that aims to explore, identify potential target segments for Numari, a custom fit business casual dress e-Commerce brand, and implement strategies to enter those segments.
- IPC Media is a large UK-based media group that publishes over 60 magazine brands across print and digital platforms, reaching almost 26 million UK adults.
- It has five divisions focused on different audiences and aspects of the business, including advertising, connecting audiences, inspiring men, newsstand sales, and upmarket women.
- Bauer Media is also a large UK media group that was formed through the acquisition of Emap's consumer magazines, radio, TV, online and digital businesses. It has two main divisions - Magazines and Radio.
Here are some key points on how XXL magazine provides user gratification:
- Diversion: It allows readers to escape from daily life stresses by providing entertaining interviews, news, and previews of upcoming music/albums.
- Personal relationships: The magazine content gives readers things to discuss with friends who share an interest in hip hop/rap music and culture. This fosters social bonds.
- Personal identity: Readers may relate to or aspire to be like their favorite artists, helping them learn about themselves and develop confidence.
- Surveillance: XXL enhances readers' knowledge of hip hop by providing insider access to interviews and information about popular rappers and the latest industry developments. This satisfies their curiosity and helps
The document provides an overview of social media strategy recommendations for the Michigan Festivals and Events Association (MFEA) to enhance marketing efforts and member services. It recommends establishing a presence on Facebook, Twitter, and Instagram to engage with target audiences like event goers, current members, and future members/leaders. The strategy suggests posting regularly to share event info, photos, and participate in discussions using relevant hashtags. Goals are to build relationships and integrate social media into overall marketing. The document also provides background on social media trends and metrics to measure the ROI of MFEA's social media efforts.
The document discusses the design process for a new bicycle brand called Coast Bikes. It summarizes that design thinking brought about a solution to branding the bicycles, with the design of the bike's appearance being put off to later stages. This was a successful approach that prompted seven more companies to produce coast bikes. The document also discusses methods for ethnographic research and interviewing to inform design processes.
The document summarizes a brand analysis research project conducted on Nike by a group of students. They surveyed 80 Winthrop University students ages 17-28 to understand perceptions of Nike compared to other athletic brands like Adidas and Under Armour. Key findings were that consumers associate Nike most with comfort and are motivated to choose Nike based on comfort over other factors. When looking at athletic apparel in general, consumers consider brand name for Adidas, quality for Under Armour, and comfort for Nike. Nike advertising campaigns like Livestrong did not significantly influence purchasing behavior.
The researcher conducted product research, questionnaires, and interviews to understand audiences for a fashion magazine. Product research provided examples of outfits and photography styles but questionnaires lacked detail. Interviews allowed understanding different opinions on branding and trends. Responses were mixed, with some preferring affordable clothing and others branded styles. The survey was distributed in lessons for a quick response, but comments made decisions difficult. Overall, the methods provided audience insights but responses lacked consistency.
The document discusses various topics related to design thinking and product design processes. It describes how design thinking helped solve the branding problem for coasting bikes, prompting other companies to produce similar bikes. It also discusses ethnographic research methods used by companies to design products that better fit consumer desires and lifestyles. Other topics covered include interviewing techniques, peer documentation findings, and desk research on snack food products and advertising.
Mrs the secret to high quality participantsAndrew Barnes
The document discusses finding high quality participants for research. It reveals that market research's number one problem is accessing a quality and representative sample. It then discusses how traditional and digital recruitment can have issues like low quality participants and repeat respondents. Finally, it introduces behavioural recruitment using Facebook data to find participants who genuinely match criteria, are fresh and enthusiastic, and can be accessed at scale.
Tom Palmaerts, European Youth Trends and Possibilities15/30 Research
This document is a presentation from Trendwolves, a research and marketing agency focused on youth culture. It discusses trends observed in European youth for 2012 and beyond. Trendwolves conducts both general and sector-specific trend research backed by input from a European network. They share insights through lectures and workshops and help turn trend findings into marketing strategies. The document promotes Trendwolves' trend reports and services and discusses observed trends like "God is a Designer," "Closed Networks," "1 Safety Rules," and "Circle of Food."
2. Overview
Problem: Little/no brand awareness in the target
market.
Goal:Drive 100,000 people to the Vastrm
website to find out more about the product by
June 2013
5. Question 1 Insight Mining: Facebook Analytics
Profile of customer from FB analytics:
Profile of customer from FB analytics:
-The Vastrm customer is male, 25-34 years old, based in the US
-The Vastrm customer is male, 25-34 years old, based in the US
In terms of Facebook activity the most popular week for Vastrm was in the week following the US election
In terms of Facebook activity the most popular week for Vastrm was in the week following the US election
That week, images of famous men wearing polo shirts were frequent on Vastrm Facebook ((Picasso, Obama,
That week, images of famous men wearing polo shirts were frequent on Vastrm Facebook Picasso, Obama,
Steve McQueen). The number of likes for these images was higher than for other posts.
Steve McQueen). The number of likes for these images was higher than for other posts.
6. Question 1 Insight Mining: Facebook Analytics
Current Fans of Vastrm based on profiles of people interacting with Vastrm FB page:
Current Fans of Vastrm based on profiles of people interacting with Vastrm FB page:
1. University educated 30 + year old males with families or in relationships
1. University educated 30 + year old males with families or in relationships
2. Younger 20 + year old males with high school or university education
2. Younger 20 + year old males with high school or university education
7. Question 1 Insight Mining: Google Search Trends
Long-term trend based on a search of 2004 --present:
Long-term trend based on a search of 2004 present:
-August and December are peaks of search activity indicating a correlation with Christmas and the PGA world
-August and December are peaks of search activity indicating a correlation with Christmas and the PGA world
championship (which takes place in August)
championship (which takes place in August)
Regional interest is highest in US, UK and Australia.
Regional interest is highest in US, UK and Australia.
One peak search period was related to Ralph Lauren’s ‘design your own polo shirt’ competition in 2011
One peak search period was related to Ralph Lauren’s ‘design your own polo shirt’ competition in 2011
http://fashion.telegraph.co.uk/news-features/TMG8547387/Ralph-Lauren-Win-a-set-of-Ralph-Lauren-polo-s
http://fashion.telegraph.co.uk/news-features/TMG8547387/Ralph-Lauren-Win-a-set-of-Ralph-Lauren-polo-
8. Question 1 Insight Mining: Google Search Trends
Short-term trend limiting
Short-term trend limiting
the search to the last 90
the search to the last 90
days:
days:
--Saturdays, Sundays,
Saturdays, Sundays,
Wednesdays are peaks of
Wednesdays are peaks of
activity when it comes to
activity when it comes to
searching polo shirts
searching polo shirts
Both short and long term period searches show that the top competing terms are ‘polo ralph lauren’ (or
Both short and long term period searches show that the top competing terms are ‘polo ralph lauren’ (or
similar) and ‘cheap polo shirts’ or similar.
similar) and ‘cheap polo shirts’ or similar.
This indicates that either:
This indicates that either:
-there are two markets searching for polo shirts --high and low income earners
-there are two markets searching for polo shirts high and low income earners
--or that people who like a combination of affordability and style in their polo shirts
or that people who like a combination of affordability and style in their polo shirts
9. Question 1 Insight Mining: Google Keyword Tool
Since data for ‘Vastrm’ as a search term is limited I’ve used ‘polo shirts’ as the search term limited to
Since data for ‘Vastrm’ as a search term is limited I’ve used ‘polo shirts’ as the search term limited to
the apparel category, in the US.
the apparel category, in the US.
The trend that becomes evident is the emphasis on price --all the competing terms include the words
The trend that becomes evident is the emphasis on price all the competing terms include the words
‘cheap’, ‘discount’etc.
‘cheap’, ‘discount’etc.
10. Question 1 Insight Mining: Google Adword Planner
Based on the data the two main audiences are:
Based on the data the two main audiences are:
--18-24 years old
18-24 years old
-25-34 years old
-25-34 years old
-Male and female. Females ranked higher (probably because purchasing decisions are frequently made by
-Male and female. Females ranked higher (probably because purchasing decisions are frequently made by
women)
women)
11. Question 1 Insight Mining: Google Adword Planner
Sites overindexing:
Sites overindexing:
--Dappered.com --affordable mens style website
Dappered.com affordable mens style website
-Mensfashion.about.com --tips, advice, video, trends on
-Mensfashion.about.com tips, advice, video, trends on
mens fashion
mens fashion
--Fashionbeans.com --men’s fashion tips and men’s
Fashionbeans.com men’s fashion tips and men’s
style guide
style guide
--Thesuitsofjamesbond --descriptions of James Bond
Thesuitsofjamesbond descriptions of James Bond
suits
suits
--Pleated-jeans.com --memes and humour
Pleated-jeans.com memes and humour
-Mens-fashion.lovetoknow.com --fashion advice for
-Mens-fashion.lovetoknow.com fashion advice for
men
men
This indicates that the key factors influencing purchase
This indicates that the key factors influencing purchase
behaviour are fashion and style.
behaviour are fashion and style.
12. Question 2: How does the Vastrm target audience currently discover brands online?
13. Question 2 Insight Mining: Consumer Barometer
13 % use a desktop to research before purchasing
7% of purchasers used a search engine to do research
before purchasing
56% of people think that websites that are recommended
by friends are more important than other websites
2% used a mobile phone to do research before
purchasing
14. Question 2 Insight Mining: Consumer Barometer
5% of US men buying clothing online don’t do any research
5% of US men buying clothing online don’t do any research
11% of US men research online before buying online
11% of US men research online before buying online
Out of the people who do research, the top sources of information are:
Out of the people who do research, the top sources of information are:
-visiting stores
-visiting stores
-manufacturer retailer websites
-manufacturer retailer websites
-word of mouth
-word of mouth
-newspaper articles product/price comparison sites
-newspaper articles product/price comparison sites
-search engines
-search engines
15. Question 2 Insight Mining: Think with Google
http://www.thinkwithgoogle.com/insights/library/studies/holiday-consumer-intentions-2012/
http://www.thinkwithgoogle.com/insights/library/studies/holiday-consumer-intentions-2012/
IIthink the Christmas consumer intentions study is still relevant to overall gift buying behaviour, making it
think the Christmas consumer intentions study is still relevant to overall gift buying behaviour, making it
relevant to this case.
relevant to this case.
80% of shoppers will research online before making a purchase this season, and they switch devices to suit their
80% of shoppers will research online before making a purchase this season, and they switch devices to suit their
needs.
needs.
With YouTube and social networks, people are sharing their opinion on products not just with a group of friends,
With YouTube and social networks, people are sharing their opinion on products not just with a group of friends,
but with millions of people. 13% of shoppers plan to watch online videos to help with shopping research, and 48%
but with millions of people. 13% of shoppers plan to watch online videos to help with shopping research, and 48%
will use tablets to read product reviews before purchasing.
will use tablets to read product reviews before purchasing.
-Again this proves the influence of word of mouth promotions and should be included in the overall strategy.
-Again this proves the influence of word of mouth promotions and should be included in the overall strategy.
16. Question 2 Insight Mining: Pew Report
While Pew Report wasn’t that helpful I did find a survey about Photos and
Videos as Social Currency Online which showed some interesting facts:
46% of internet users post original photos and videos online they have created
themselves and 41% curate photos and videos they find elsewhere on the internet
and post on image-sharing sites. Instagram and Tumblr attract equal shares of
men and women
Overall, 56% of internet users do at least one of the creating or curating
activities and 32% of internet users do both creating and curating activities.
This evidence is supported by the high level of engagement with images Vastrm
had posted on Facebook (Picasso, McQueen).
http://www.pewinternet.org/Reports/2012/Online-Pictures.aspx
18. Question 2 Insight Mining: Topsy (discourse analysis)
Trends discovered through Topsy:
Trends discovered through Topsy:
--Polo shirts are mentioned by brands more than
Polo shirts are mentioned by brands more than
they are by people
they are by people
--Lacoste video Polo Shirt of The Future is trending
Lacoste video Polo Shirt of The Future is trending
at the moment --
at the moment
http://www.highsnobiety.com/2012/12/13/lacoste-
http://www.highsnobiety.com/2012/12/13/lacoste-
--There is also an emphasis on custom designed logo,
There is also an emphasis on custom designed logo,
for example star wars, sport team members shirts:
for example star wars, sport team members shirts:
http://starwarsblog.starwars.com/index.php/201
http://starwarsblog.starwars.com/index.php/201
2/12/10/fly-casual-star-wars-polo-shirt
2/12/10/fly-casual-star-wars-polo-shirt
s-are-here/
s-are-here/
http://www.broncos.com.au/news-display/Exclusive
http://www.broncos.com.au/news-display/Exclusive
Low prices and sale mentions are also frequent.
Low prices and sale mentions are also frequent.
19. Question 3 Insight Mining: Twitter Advanced Search (discourse analysis)
Commentary on the image polo shirts
Commentary on the image polo shirts
create --associations with the history
create associations with the history
and stereotypes of polo shirts.
and stereotypes of polo shirts.
For example the image of being a
For example the image of being a
rapper appears to be incompatible
rapper appears to be incompatible
with the image of a polo shirt
with the image of a polo shirt
wearer.
wearer.
It seems more consistent with a clean
It seems more consistent with a clean
cut, “preppy” look as per the image
cut, “preppy” look as per the image
below.
below.
21. Question 3 Insight Mining: Social Mention (discourse analysis)
After looking at discourse
After looking at discourse
about ‘Vastrm on social
about ‘Vastrm on social
mention, it is interesting to
mention, it is interesting to
note that the top results are all
note that the top results are all
visual social media --
visual social media
photobucket and YouTube.
photobucket and YouTube.
22. Question 3 Insight Mining: Social Mention (discourse analysis)
Another insight supporting the ‘prestige’ factor of polo shirt buying --BMW is offering custom design polo
Another insight supporting the ‘prestige’ factor of polo shirt buying BMW is offering custom design polo
shirts specifically for the owners of limited BMW 11Series M Coupé. This video was also found on social
shirts specifically for the owners of limited BMW Series M Coupé. This video was also found on social
mention.
mention.
See the video here: http://www.youtube.com/watch?v=ACd2ajTu5eE&feature=youtube_gdata
See the video here: http://www.youtube.com/watch?v=ACd2ajTu5eE&feature=youtube_gdata
23. Question 4: Who is the Vastrm competition and what are they doing better?
24. Competitors are:
Competitors are:
Question 4 Insight Mining: MixRank - PriceDepot: price comparison
- PriceDepot: price comparison
website
website
--MyPerfectSale: private sales
MyPerfectSale: private sales
--RalphLauren: online store --
RalphLauren: online store
-Catalogs: catalogs review and
-Catalogs: catalogs review and
display site
display site
Insight:
Insight:
Low prices are important
Low prices are important
Ralph Lauren styled polo shirts
Ralph Lauren styled polo shirts
are in demand
are in demand
25. Question 4 Insight Mining: Google search for competition
Some competitors I found by just Googling include:
Zazzle
Ralph Lauren online store (also allows customers to create their own)
CustomInk
BlueCotton
Uberprints
Spreadprint
26. Question 4 Insight Mining: Google search for competition
The advantages of competing sites include:
The ability for the consumer to ‘social’ a design once they have created it. Giving
people the opportunity to share the design they made themselves on social media
is a great way to spread the word - currently Vastrm is not doing this.
Video tutorials showing how a design can be made and the ability to upload your
own image to “try on” the clothes.
The way the shirts are displayed in the design stage - competitor sites either use a
model or at least display the design so consumers can see what it looks like.
Vastrm uses an image of a folded up shirt which isn’t very engaging.
I don’t know if this is a competitive advantage by some sites such as customink
also have design ideas such as: college, parties/events, business. Vastrm is very
vague.
27. Question 4 Insight Mining: Competitor social media
IIliked Customink’s Facebook page and IIthink Vastrm could take away some learnings from it ((
liked Customink’s Facebook page and think Vastrm could take away some learnings from it
http://www.facebook.com/customink)
http://www.facebook.com/customink)
--Posts are linked to real life events that have an emotional meaning
Posts are linked to real life events that have an emotional meaning
--There are custom shirt design competitions run by the company which really works well for engagement
There are custom shirt design competitions run by the company which really works well for engagement
--Sharing customer stories of why they created a custom t-shirt, for example to mark a special occasion --
Sharing customer stories of why they created a custom t-shirt, for example to mark a special occasion
again this works well for engagement
again this works well for engagement
--The company also supports charity and shares this support on FB (for example for Hurricane Sandy)
The company also supports charity and shares this support on FB (for example for Hurricane Sandy)
28. Question 4 Insight Mining: Competitor social media
BlueCotton’s Twitter page features a custom background design and photos of the product. This
BlueCotton’s Twitter page features a custom background design and photos of the product. This
is definitely a good social media marketing strategy and something that’s missing from
is definitely a good social media marketing strategy and something that’s missing from
Vastrm.
Vastrm.
29. Question 4 Insight Mining: Digital Buzz Blog
A few ideas for Vastrm social media:
http://www.digitalbuzzblog.com/comodo-the-instagram-menu/
http://www.digitalbuzzblog.com/kelloggs-the-special-k-tweet-shop/
http://www.digitalbuzzblog.com/missing-children-the-social-search-party/
http://www.digitalbuzzblog.com/qr-code-beer-bottles-made-for-singles/
30. Question 1: Who are the Vastrm customers?
Higher earning male in his late 20s and early 30s who is fashion aware and interested in sports
such as golf. He won’t necessarily be looking for a custom polo shirt - he will be looking for a
high quality polos such as Ralph Lauren or Lacoste brands. He will make purchases based on
product recommendations and reviews and his purchases will be need driven - for example a new
shirt for a game, a function or as a present.
Question 2: How does the Vastrm target audience currently discover brands online?
The consumer will visit online retailers, read newspaper articles, product reviews, other word of
mouth online and search engines. He is likely to use more than one device (for example tablet
and mobile) when searching.
Question 3: Why do people buy polo shirts?
The consumer buys a polo shirt because of its association with classic brands such as Ralph
Lauren and because it fits into their lifestyle which is sports orientated and image driven.
Question 4: Who is the Vastrm competition and what are they doing better?
The competition includes other online retailers selling custom made polo shirts and t-shirts. Their
strategy of providing online video and visual tutorials works better than Vastrm’s at the moment.
In terms of social media, there is a lot more engagement and sense of community in the
competitor social media. This is because competitors have found ways to communicate with
audiences in a way that resonates with them, is in line with their interests and passions and also
links to real life events that have meaning for the audience.
31. Conclusion
Broad strategy: Designer polo without the designer price. There is a need to highlight the
high quality of the product and its relatively low price when compared to iconic brands.
Tactical strategy: Implementing social visual media and word of mouth social media
marketing is important. Videos are highly indexed by Google so its imperative to create and
maintain a YouTube channel and integrate video into the website.
Creating content (original articles and curating content) that relates back to the heritage of
the polo and highlights Vastrm as the next stage of polo evolution.
Linking Vastrm social media efforts to real life events that matter to the audience.
Personalising the brand by showing how Vastrm operates through images, videos and blog
posts.
Facebook sponsored stories targeting Vastrm audience by their interests.
Ensuring Vastrm is optimised for mobiles and tablets - mCommerce is a growing trend.