Vastrm@alexmeckes Social Media Strategy

What is it?

For any active man who desires comfort

Only Vastrm puts design in your hands

Because of its custom fitting, high quality,

and affordable process.

Problem StrategyGoal Solution

Consumers are unaware that Vastrm Exists

Drive 100,000 people to Vastrm's website by 2013

?

How can I get 100,000 people to Vastrm's website?

Who is the consumer & what are they considering?

Facebook:

20-34 year olds primary male*

College Educated & Working

Females Part of Demographic

Adplanner too broad or are females a part of the purchase decision?

Adplanner::

Insights

Q1

Who is the consumer & what are they considering?

Trends

Custom Fit Polos search increasing over time.

Related Search Terms are related to adding logos

Sports team & organizations potential audience?

Insights

Q1

Very cyclical search trends, shopping seasons and holidays.

How does the vastrm target audience discover brands?

Based upon Google's Consumer Barometer retail search:

18 % purchased online82% purchased offline15% did research online only27% did research offline only14% did both

However, custom fitting is a relatively new phenomena and has an increasing presence on the online space.

Consumers are hesitant to buy clothes online due to fitting, but Vastrm solves that problem.

Insights

Q2

Insights

Mobile is very important

Online shopping is critical during holiday shopping seasons.

Blog

Fit is playing an increasingly more important role, supporting trends find. Comfort and style is not mutually exclusive.

Individuality is a significant selling point

There’s a reason why these “create your own” sites and customization engines for popular products have blown it out recently: today’s consumer is looking to manufacture that feeling of a ‘one-off;’ that bespoke experience. Golf is such an individual game and it’s only natural that custom products should have such a presence. ~ GQ writer

Have you ever been in the clubhouse and seen three other people wearing your shirt you thought was so unique? While you feel your expressing your personal, individual style, you have to face the humorously awkward “Hey, nice shirt” comment. It’s not your fault that you’ve been limited to the corner of the department store dedicated to golf. ~ Golfer Monthly

"…One consistent learning from these startups? Fit is more important than style. Customized clothing should solve a unique user need – one not easily replicated through mass production." ~ JP Gowdner

Insights

Q3 Why do people buy polo shirts?

Why do people buy polo shirts?

Brand Reflects Value

Individuals are perceived differently based upon the style of clothing they wear.

Comfort

For active sports, like golf, polo's are a great option because they allow movement but are still stylish enough for the country club or workplace.

Q3

Custom Fit

Why do people buy custom fıt polo shirts? Because fit is more important than style. There was just limited choice before. Consumers want style, individualism, and personal fitting.

BlankLabel*

"Delivering Modern Luxury"Larger target market and not exclusively polo.Focus on a great customer experience and consumer empowerment.

IndoChino

Website is largely image based.Suits! More than just polo shirts.Traveling Tailor-they bring their unique online fitting process to select retail stores and go through the entire fitting/customization experience in person.

Q4Who is the Vastrm competition and what are they doing?

*Insightful interview with Blank Label CEO on their PR;

http://mixergy.com/blank-label-danny-wong-interview/

" There was an idea, how can we generate traffic? How can we acquire customers at low cost? When we first launched, our conversion rate was pitiful. Through the numbers, our line would have been -3:1 if we were trying to use a system like AdWords or grow through an advertising network and use banner ads. We said, ‘We have to make money somehow. We have to acquire customers somehow. We don’t have the capital to just throw in money so we can start generating revenue. We haven’t those base customers to leverage in a hopeful way to zero balance our line.’ I decided to try my skills in PR. I started with Silicone Media. I hit the long tail of media. I targeted very niche bloggers on very small-scale websites. I shot them the pitch. It was very basic. My first pitch was along the lines of, ‘Hey, we’re BlankLabel, we do custom dress shirts. Design your own. You should check it out. Our product’s affordable. It starts at $45. It just launched. So, you should check out the site and let me know your size.’ It didn’t go to well ..."

~ Danny Wong CEO of Blank Label

Interview

Summary

Q1

Q2

Q3

Q4

Who is the Consumer and what are they considering?

Why do people buy polo shirts?

Who is the Vastrm competition and what are they doing?

How does the Vastrm target audience discover brands?

Blank Label and Indochino are two most relevant, but big brands are coming into the game too. They create valuable consumer experiences and shareable content.

They buy polo shirts because of perceived brand value, comfort, and style.

Primarily active males 20-34.College educated and in the working force.

Online and offline discovery.Online more important for retail shopping and consumer experience.

Conclusion

Strategy:

Vastrm is clearly a newcomer and attempting to establish its niche with the golf and corporate crowd. This market exists, but could be potentially isolating. Incorporate more social sharing at all levels. Putting design in your hands isn't enough, build sharing into the experience.

These custom fitting clothing brands rely on the experience being engaging and shareworthy. Shy away from the seemingly stock images when creating. I think the best feature of Vastrm is that you get the PHYSICAL product to actually see if it fits. None of their competitors have this.

Target men's fashion bloggers.

Vastrm could put more emphasis on its high quality and Eco-Friendly process. While many of it's competitors have similar standards, none put ecofriendly as a staple of their brand image.

I like the idea of a Video Series to create engagement.

Two good fashion related videos:

Mr. Porter "The Way I Dress" http://vimeo.com/31619767

Lacoste "The Polo of the Future" http://www.youtube.com/watch?v=30lKLG6mzNk

Puttıng ıt all together...

Current Behavior : Men want a well fitted stylish Polo.

Desired Response : Vastrm becomes their goto place for Polos.

Search

News

Blogs

Facebook

WOM Pinterest

Website

Website

Buying MomentAwareness Evaluation

Media MediaMedia

Earned Media - Blogger Outreach, Content.Owned Media - FB, Twitter, Pinterest, Email ListsEndorsement? - Sponsor an amateur golfer

Paid Media - Adwords, Banner Ads, SEO.

Website/POS: Fluid customization and checkout process.

Store Credit on next purchase.Reviews.

Thorough customization processEmphasize Low Cost & High Quality

Worried online fitting won't work? We send sample shirts to make sure the fitting is perfect.

Fit - Function - Fashion

No more loose fitting, generic looking polo shirts that you are scared to sweat in.

Reason to believe Reason to believe Reason to believe

"The quality and workmanship is stellar!" ~ Eric (a customer)

Message to communicate when reaching out:Utilize YC name.

Emphasize the uniqueness of Vastrm.

Fit - Function - and Style. Adding individuality back to the casual wardrobe. Men are more fashion conscious than ever and want options. Vastrm is more than just polos

Not only that, but Vastrm uses high quality material and eco friendly supply chains.

Blogs

Pros: Potential Target Audience other than golfers. Active Community. Network of style blogs. Cons: Unsure of sponsored spots Relatively low traffic Not sure if appealing to demographic

Traffic: 6Following: 7Relevance: 7

Total: 22

Blogs

Pros: Exact Demographic of Vastrm.. Active Community. Has written about Vastrm before Cons: Unsure of sponsored spots. Relatively low traffic and network.

Traffic: 6Following: 8Relevance: 9

Total: 22

Blogs

Pros: Spot on demographic. Includes Women too. High Traffic and Credibility. Cons: Unsure of sponsored spots. Network might be too broad. Traffic very cyclical.

Traffic: 8Following: 8Relevance: 8

Total: 24

Blogs

Pros: More reaching demographic. Emphasis on Fit, a strength of Vastrm's. Credible network, sponsorships available. Cons: Smaller Traffic. Potentially not specific demographic.

Traffic: 6Following: 8Relevance: 8

Total: 22

Blogs

Wait...Polo wearing Men Golfer's don't use pinterest.

No, but their girlfriends probably do and a custom fitted polo would be an excellent gift.

According to adplanner females make a considerable part of the demographic and are involved in the purchase decision.

More than that though, Vastrm matches pinterest users interests

Potential Pinboards for Vastrm:

Fashion, Men's Fashion, Style, Design, Custom, Active, Work, Gifts.

These are relatively popular board names

Quick Pinterest Stats:

80 % repin at leastonce 71% Annual income of 25k to 75k104,000,000 million unique monthly visitors

Pinterest would be a great way for Vastrm to increase brand awareness and engagement

Pinterest

Idea

Behind the Scenes Look

I believe a great introduction to Vastrm would be a video showcasing how a person's FIT ID gets transformed into a t-shirt, making it as personable as possible.

This would build trust in the capabilities of online fitting, emphasize Vastrm's strong process and add some much needed visual imagery to the fashion brand.

This could then segway into more longform content to establish their credibility further.

Success

Increased Brand Awareness & Engagement

100,000 Unique visitors to site Product Sales

Success

Retention

Consideration

Preference

Purchase

Awareness

100,000 unique visitors to the site.*

15 % in purchase preference

15 % increase in sales

70 % positive sentiment about product.2000 facebook likes1000 repins100 % increase in twitter followers

6,300,000 impresions25 % increased brand recall3 articles in local blogs

KPIs

Blogger Outreach: $5,000Google Search/ Adwords: $5,000Idea Budget : $5,000Facebook/Earned Media:: $10,000Owned Media: FreeTotal: $25,000

MAR APR MAY JUN JUL AUG

Budget

Timeline

Paid and Earned Media Content

Video Launch & Longform Content

Blogger Outreach (Bigger names)

Initial Blogger Outreach (niche)

Creating a Great Social Media Strategy

.

@alexmeckes

Thank You!