Vastrm digital strategyjason Dempsey

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: ?

goal to strategy

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

questions

who are vastrm’s customers?

how do people view polo shirts online?

who are vastrm’s competitors?

who are vastrm’s customers? (Facebook analytics)

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

who are vastrm’s customers? (google trends)

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.

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

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

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

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

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.

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.