Digital Marketing Report: Gymshark by Eleanor Brogan

Leeds Beckett University _________________________________ Digital Marketing (H6) BA (Hons) Fashion Marketing _________________________________ Name: Eleanor Brogan Student ID: C3484968 _________________________________

Word count: 4,772

Table of Contents

Executive Summary Element 1: Digital Marketing Plan 1.0 Introduction 2.0 Situation Analysis 2.1 Analysis of the macro environment 2.2 Analysis of the micro environment 2.2.1

2.2.2

Internal and Competitor Analysis 2.2.1.1

Search Engine Analysis

2.2.1.2

Website Analysis

2.2.1.3

Social Media Presence

TOWS Analysis

3.0 Objectives 4.0 Strategy 4.1 Segmentation 4.1.1

Buyer Persona #1

4.1.2

Buyer Persona #2

4.1.3

Buyer Persona #3

4.2 Targeting 4.3 Positioning

5.0 Tactics

4.3.1

Positioning Map

4.3.2

Online Value Proposition (OVP)

5.1 Objective One 5.2 Objective Two 5.3 Objective Three 6.0 Action plan 7.0 Control and measurement

Element 2: Developing Digital Content 8.0 Content 8.1 Tactic One- Social Media Marketing 8.2 Tactic Two- Website Development 8.3 Tactic Three- Email Marketing 9.0 Briefing paper 9.1 Tactic One- Social Media Marketing 9.2 Tactic Two- Website Development 9.3 Tactic Three- Email Marketing

Executive Summary This report provides an analysis and evaluation of the health and fitness market as well as the athletic and athleisure apparel markets, highlighting the relevant challenges and opportunities within the sector that are relevant to the client, Gymshark. Research into these areas has been conducted in order to construct a digital marketing plan following the SOSTAC model developed by PR Smith (1990) which includes business and digital marketing objectives as well as coordinated tactics which are appropriate for the given target audience. Methods of analysis include an exploration of both the micro and macro environments in relation to the client, featuring a PESTEL analysis of all relevant markets, and research into Gymsharkâ&#x20AC;&#x2122;s competitors and current online presence.

Findings of the report show that there are a number of opportunities in the health and fitness and athletic and athleisure apparel markets, especially for Gymshark in particular being one of the leading and most influential brands in the market at the moment. The main opportunities looked at relate to self care and mindful practices, brand messaging on social media, customer experience and engaging visuals.

Recommendations discussed include: -

Social Media Marketing

Display Marketing

Web Development

Email Marketing

Element 01 Digital Marketing Plan

Word count: 3,956

1.0 Introduction This report in response to the given brief, recommends how the client, Gymshark can implement more digital marketing tactics in order to carry out the set objectives. Gymshark is a ‘fitness apparel & accessories brand, manufacturer and online retailer’ which already currently holds an excellent reputation for their use of digital marketing, this report will provide an indepth analysis in order to recommend and produce a set of coordinated digital marketing tactics.

2.0 Situation Analysis 2.1 Analysis of the macro environment This analysis will be done using a PESTEL analysis of the macro environment of the health and fitness market as well as the athletic and athleisure apparel markets.

Political

Physical activity and exercise to be made a ‘national religion’ (Gibson, 2017): Tanni Grey-Thompson has spent recent years encouraging the government ‘to finally recognise the importance of physical activity’ and consider it as a priority of the UK’s political debate (Walker, 2018).

Economical

Brexit has greatly affected consumer confidence regarding financial stability: Up to a 9.3% decrease could be in store for the UK economy according to official figures (Action PR, n.d.).

Brexit: Rising living costs leaving ‘only 16% of UK consumers feeling they can spend freely’ (The Nielsen Company, 2019).

Social/ Sociocultural

Lifestyle trends within millenials: ‘clean living’, ‘health, wellness and flexitarianism’, ‘self-care’ and ‘mindful practices’ (Yau, 2019).

As ‘exercise and wellness have become prominent social activities – fitness has officially gone mainstream’ (Stocker, 2018) and so has the athleisure fashion trend (Neville, 2018).

Technological

Engaging visuals: ‘65% of people are visual learners’ (Hsiao, 2018).

Key trends for 2019: ‘brand messaging on social media’, content marketing as well as the creation of ‘personalised and unique content’ (Smart Insights (Marketing Intelligence) Ltd., 2019).

The ‘biggest opportunity for marketers’ for 2019: customer experience (Carter, 2019).

Ethical/ Environmental

Younger consumers desire for high-quality and eco-friendly products (Milnes, 2017).

Legal

Online Reviews and Endorsements Regulation: The CMA takes action against false reviews and unclear online endorsements (Ladwa, 2016).

EU Cookie Law: ‘Designed to protect online privacy’ (OneTrust Technology, n.d.)

2.2 Analysis of the micro environment 2.2.1

Internal and Competitor Analysis This analysis will be carried out using Richardson et al’s 3S model: Search, Site and Social (Richardson et al, 2015). Two of Gymshark’s highest competitors Myprotein and Under Armour have been chosen to

conduct this analysis and create comparisons between the three brands online presence.

2.2.1.1 Search Engine Analysis Search Engine Optimisation (SEO) is an extremely effective and vital tool for digital marketers to ensure their website is visible and drives consumer traffic. The more consumers which are encouraged to visit the website creates ‘more opportunities to convert prospects into consumers’, while advancing ‘brand awareness’, ‘relationships with prospects’ and your authority and trust in the eyes of the consumer (Knightley, 2019).

The table below features the three competitor brands and five key words relevant to each brand and the products they offer online. These figures have been found using the search engine results pages (SERP) which are displayed on Google in response to these keywords. SERP’s feature two types of results, organic and paid results, for the purpose of this analysis only organic results were used in order to get accurate results based on the search engine’s algorithm. This algorithm is determined by ‘thousands of ranking factors’ (WordStream, n.d.), Google takes these factors in to account in order to rank websites based on how relevant and useful they are, the highest ranked websites are positioned on the first page, distinguished apart from the paid results so visitors can have a simple yet

effective experience when searching online (SEO Mark UK, 2018).

Keywords:

Gymshark 1st

1st

Athleisure Men’s wear gym clothing 3rd 1st

Myprotein 2nd

2nd

20+

2nd

3rd

5th

2nd

3rd

1st

2nd

Brand

Under armour

Gym leggings

Gym clothing

Women’s gym wear 1st

(Google, 2019)

Gymshark’s impressive position organically ranking the most relevant and useful for all five key words shows the websites popularity in comparison to both competitors. This highlights consumers engagement with the brand as consumers deem it as trustworthy. Chitika, search-targeted advertising company found that the first search engine result page ‘receieves 33 percent of the traffic’, therefore with Gymshark appearing on the first page for four out of five keywords, this suggests a significant amount of web traffic (Google, 2019). Brand

Organic Traffic (%)

Paid Traffic (%)

Gymshark 98.56

1.44

Myprotein 77.62

22.38

Under armour

78.60

21.40

(SimilarWeb, 2019)

These figures from SimilarWeb show Gymsharkâ&#x20AC;&#x2122;s impressive amount of organic traffic in comparison to competitors. This shows Gymsharkâ&#x20AC;&#x2122;s successful use of SEO (SimilarWeb, 2019) therefore they do not need to invest in paid advertising. Competitors Myprotein and Under Armour do not pose a threat to Gymshark in this way.

2.2.1.2 Website Analysis Brand

Average visit duration 00:04:28

Pages/Visits Bounce rate (%)

Gymshark

Monthly visit (Million) 2.75M

7.01

33.28

Myprotein

5.51M

00:04:10

6.23

48.95

Under armour

7.68M

00:02:34

3.71

51.96

(SimilarWeb, 2019)

Fig. 1: Gymshark- Social. Source: SimilarWeb (2019) Social [Online] Available at: <https://www.similarweb.com/w ebsite/gymshark.com> [Accessed on 13 May 2019]

Website traffic from social media

2.2.1.3 Social Media Presence Gymshark use social media platforms Facebook, Youtube, Twitter and Instagram as well as posting to their blog on their official website. The brand is greatly known for the community they have created through their partnership with influencers using social media, these influencers act as brand embassadors ‘in order to raise awareness and target consumers’ (Gilliland, 2019).

Social Media Competitor Benchmark

The table below shows engagement KPI’s, network size and growth, and social sharing (Chaffey, D. and Smith, P. R., 2017, p. 292).

KPI’s

Gymshark

Myprotein

Under Armour

Facebook

Page Likes

1,598,223

2,006,638

10,383,226

872

417

Youtube

Avg. N. Likes per post Avg. N. Comments per post Avg. N. Shares per post N. Subscribers

211K

77K

215K

Avg. N. Video views Avg. N. Comments

145,994

201,897

1,396,592

337

Avg. N. Likes per video

924

342

4,950

N. Followers

209.3K

145K

59.1K

Avg. N. Comments

Avg. N. Retweets

N. Followers

3.2M

492K

287K

Avg. N. Likes per 81,020 970 post Avg. N. Comments 471 18 per post (Facebook Inc., 2019) (Youtube, 2019) (Twitter Inc., 2019)

8,573

Twitter

Instagram

169

Both competitors are active on all four social media platforms also. While Gymshark post an average of one post per day to both Instagram and Facebook, these posts to both platforms feature the same promotional content. In order to keep their feed interesting, Gymshark post a variety of questions, jokes, humourous gifs and motivational quotes for their followers on their Twitter and Facebook accounts, however increase the number of posts per day on Twitter to approximately three. This approach encourages more communication from their followers on Twitter and Facebook as they are writing content which asks the audience to respond, it also provides a more personal feel for consumers as they interact with the brand.

Myprotein repeat their content onto social media platforms Facebook, Twitter and Instagram. As well as this they posts five to six posts on average per day, this is a relatively high number of repeated content to post every day which could be

irritating for their followers. As you can see in the KPI’s table, this is affecting the engagement of their consumers. Under Armour are not as consistent with their social media activity, typically posting no more than two posts per day, they post content most days however not eveyday. Again, the content is repeated onto all three platforms. Comparing this to Gymshark’s figures, it is apparent that followers are more likely to interact with one post per day than all six posts, also changing the content on Twitter and Facebook appears to be effective as they encourage more conversation between users.

On Youtube, Gymshark and Under Armour are both consistent as they engage viewers with sport and exercise related series, they post multiple videos per month in order to continue each project and inform and inspire viewers with fitness tips and guest stars. Myprotein appears to be less active on Youtube, posting around one to two videos per month (Youtube, 2019).

For information on Myprotein and Under Armour’s content, see Appendix A.

Gymshark audience interests

Fig. 2: Gymshark- Audience Interests. Source: SimilarWeb (2019) Audience Interests [Online] Available at: <https://www.similarweb.com/website/gymshark.com> [Accessed on 13 May 2019]

Reach and Influence KPI graphs, share of voice and sentiment below (Chaffey, D. and Smith, P. R., 2017, p. 292). These were results from over a seven day period (Web.menton.net, 2019).

Fig. 3: Sentiment chart for Gymshark Source: Web.mention.net (2019) Sentiment 05/07/2019 - 05/13/2019 (Gymshark) [Online]. Available at: <https://web.mention.net/ #reports/v/240958> [Accessed on 13 May 2019]

Sentiment Myprotein

Fig. 4: Sentiment chart for Myprotein Source: Web.mention.net (2019) Sentiment 05/07/2019 05/13/2019 (Myprotein) [Online]. Available at: <https://web.mention.net/#reports/ v/240958> [Accessed on 13 May 2019]

Sentiment Gymshark

Sentiment Under Armour

Fig. 5: Sentiment chart for Under Armour Source: Web.mention.net (2019) Sentiment 05/07/2019 05/13/2019 (Under Armour) [Online]. Available at: <https://web.mention.net/#repo rts/v/240958> [Accessed on 13 May 2019]

Share of voice All

Fig. 6: Share of voice chart Source: Web.mention.net (2019) Share of voice 05/07/2019 - 05/13/2019 [Online]. Available at: <https://web.mention.net/#repo rts/v/240958> [Accessed on 13 May 2019]

2.2.2 SWOT

TOWS Analysis

Strengths Weaknesses (Internal) (Internal) 1. Strong social media 1. Low monthly presence website visits (Particularly 2. Low level of Instagram) engagement from 2. Emerging consumers in markets/High comparison to demand for following products 3. Lack of retail 3. High-quality channels products 4. Similar content and 4. High amount of products to organic traffic to competitors website 5. Not sustainable 5. Online advertisement through influencers 6. Excellent customer service 7. Versatile products following both athletic and athleisure trends Opportunities 1. Use Instagram to 1. Improve traffic to (External) increase consumer their website using 1. Produce ecoengagement on social media friendly products Facebook and platforms (W1, O5) 2. Produce sports Twitter (S1, O4) 2. Expand on retail nutrition products 2. Increase use of channels to increase 3. Promote self care content marketing customer and mindful using trusted experience (W3, practices influencer content O5) 4. Current leading (S5, O5) 3. Stand out from social platform: 3. Use social media competitors, keep Facebook. Second: presence to up to date with Twitter. promote health and trends and promote 5. Rise in customer wellbeing, self care mental health (W4, experience, brand and mindful O3) messaging on social practices (S1, O3, 4. Increase awareness media and content O4) of sustainability marketing 4. Use social media and protect the 6. Increase Eplatforms to environment by commerce advertise the brands providing excellent customer sustainable service (S6, O4)

Threats (External) 1. Competitors 2. Overpopulated market 3. Uncertain economy (Brexit) 4. Growth of consumers desire for sustainable fashion

5. Gain customers trust and shape their views on the brand by applying brand messaging on social media (S1, O5, O4) 6. Maintain and develop the use of internet (S1, S4, S5, O6)

products (W4, W5, O1) 5. Develop website in order to increase customer experience, sales and customer retention (W1, O5, O6)

1. Send out customer feedback forms and add to website to build trust and advertise the brands excellent customer service (S6, T1) 2. Advertise the quality of products in order to stand out from competitors (S3, T1, T2) 3. Advertise highquality, versatile investment pieces as people face cutbacks on spending (S3, S7, T3)

1. Provide sustainable products in order to stand out from competitiors, gain new customers, gain trust and increase sales (W5, W4, T1, T2, T4)

3.0 Objectives Business Objectives

Digital Marketing Objectives

Improve brand awareness and engage a diverse audience through the promotion and involvement of mindful practices

Drive consumers to social media platforms increasing following and engagement by 30% in the next six months, especially on platforms Facebook and Twitter.

Increase sales

Improve conversion rate by 30% in the next six months by increasing the number of website visits per month from 2.75M to 7.5M in the next six months.

Improve customer retention

Increase returning customers by 40% in the next six months.

4.0 Strategy This section will demonstrate the strategy used to achieve the aforementioned objectives, the Segmentation, Targeting and Positioning (STP) framework. This strategy will enable Gymshark to â&#x20AC;&#x2DC;develop and deliver personalised and relevant messages to engage with different audiencesâ&#x20AC;&#x2122; as they structure their marketing approach around their customers rather than soley based on their products. This strategy will help carry out each digital marketing objective by communicating appropriately with the given audience (Hanlon, 2018).

4.1 Segmentation Buyer persona profiles have been determined by looking at demographics: age, gender, income, education and occupation, and psychographics: lifestyle, hobbies and magazines read, as well as consumers life stages and the benefits they receive from the products. In terms of geographic segmentation, this report solely looks at Gymsharkâ&#x20AC;&#x2122;s consumers based in the UK (Hanlon, 2018).

All three buyer personas purchase online through the Gymshark website as this is the only retail channel they have, they may organically search for the brand when they have the need to update their wardrobe or gym kit, or they may decide to view the brands website when seeing their profile on their social media feed.

4.1.1

Buyer Persona #1

BUYER PERSONA #1 AMELIA SMITH

BACKGROUND

DAILY ROUTINE

Age: 20 Gender: Female Marital status: Single Occupation: Part Time in retail Education: Full Time Student Subject: Fashion Communications Currently lives in Manchester, UK at home with her mother. Commutes to university in Leeds, UK 4 times a week.

Her week consists of long days as she commutes to and from both university and work Has a considerable amount of spare time during her commute, to surf the internet and social media channels, as well as shop around both cities Socialises with friends at university as she enjoys regular breaks

FINANCES Income: £4,800 per year however receives student loan three times a year. Has a considerable amount of disposable income which she is able to spend on her sociable lifestyle, and on luxuries such as new clothing purchases.

SOCIAL MEDIA Active on Instagram, Facebook, Twitter, Linkedin and Pinterest. Her most used social media platforms are Instagram and Facebook as she values photographic content and enjoys getting involved in brand competitions in the hope of winning

TECHNOLOGY Accesses the internet from her iPhone which she often uses as well as her laptop Heavily relies on iMessage, Whatsapp and social media platforms to stay connected with friends and family, as well as keep up to date with trends

INTERESTS, HOPES & DREAMS

Image by Анастасия Гепп from Pixabay

BRAND AFFINITIES

Extremely interested in all things fashion related, enjoys creative subjects like art and photography and has a keen interest for business Ultimate goal is to work in the fashion industry Always wants to look her best and keep up to date with fashion trends Also has a keen interest in keeping fit and healthy, although she isn’t completely devoted to the gym

WORRIES & FEARS Whether she is able to keep on top of her university work whilst also keeping fit Whether the effort of commuting is too much for her

WHAT INFLUENCES HER Social media bloggers, models and celebrities Fashion magazines and websites Her mother and sister

Fig. 7: Buyer persona #1 Source: Own image, created using Microsoft Powerpoint. Saved in pdf format [Online]. Sourced image: Gymshark logo [Online]. Available at: <https://uk.gymshark.com> [Accessed on 13 May 2019]. Sourced image: Image by Анастасия Гепп from Pixabay. Sourced image: Topshop logo [Online]. Available at: <https://rwb.global/marketplaces/fruugo/topshop-logo-vector/>[Accessed on 13 May 2019]. Sourced image: Starbucks logo [Online]. Available at: <https://en.wikipedia.org/wiki/Starbucks >[Accessed on 13 May 2019]. Sourced image: Benefit logo [Online]. Available at: <https://creaseys.com/beauty/benefit/attachment/benefit-536x536> [Accessed on 13 May 2019]. Sourced image: Converse logo [Online]. Available at: <https://en.wikipedia.org/wiki/Converse_(shoe_company)> [Accessed on 13 May 2019].

Amelia Smith purchases from Gymshark as it fits in perfectly with her university lifestyle. When commuting she is able to feel comfortable, however Gymshark’s products are so versatile that they allow her to both take part in both leisure and excersise-related activities if she

wishes. Gymsharkâ&#x20AC;&#x2122;s use of the athleisure trend allow her to maintain her stylish persona, while making it easy for her to keep ontop of keeping fit as well as university work and socialising with friends. Her use of social media and constant access to the internet allows her to keep up to date with the brand and regularly surf their website. Amelia most often shops at Gymshark when she discovers the brand on social media, or decides to add a new versatile piece to her collection which she can wear for any daily activity (Gymshark US, 2019).

4.1.2 Buyer Persona #2 Fig. 8: Buyer persona #2 Source: Own image, created using Microsoft Powerpoint. Saved in pdf format [Online]. Sourced image: Gymshark BACKGROUND logo [Online]. Available at: Age: 27 Gender: Male <https://uk.gymshark.com> Marital status: Single [Accessed on 13 May Occupation: Full Time Personal Trainer (6 days per week) 2019] Education: Studied Nutrition as well as Sourced image: Image Health, Fitness and Exercise Instruction. Currently lives in Birmingham, UK with his by StockSnap from Pixaba partner. y FINANCES Sourced image: Audi logo Income: ÂŁ40,000 per year [Online]. Available at: Has a considerable amount of disposable income however primarily spends his money <https://www.audion living expenses, food and gym-related mediacenter.com/en/photos products for both work and personal use. /detail/audi-logo-newSOCIAL MEDIA corporate-design-1282> Active on Instagram, Facebook, Twitter, Linkedin and Pinterest as this is essential for [Accessed on 13 May his career. 2019]. All platforms are devoted to work with interaction to both clients and friends often Sourced image: Next logo fitness-related. [Online]. Available at: His most used social media platforms are Instagram, Facebook, Youtube and Linkedin <https://southsidewandswo as he is able to post images and videos rth.com/shops/next> which inspire his followers and express his skills and knowledge. [Accessed on 13 May 2019]. Sourced image: Tesco logo [Online]. Available at: <https://en.wikipedia.org/w iki/File:Tesco_Logo.svg> [Accessed on 13 May 2019]. Sourced image: Muscle food logo [Online]. Available at: <https://www.soreen.com/a pp/uploads/2018/05/muscle -food-logo.png> [Accessed on 13 May 2019].

BUYER PERSONA #2 LEO ROBINSON TECHNOLOGY Always has his iPhone to hand and work laptop, however is not often available due to long work hours of back to back clients. Heavily relies on iMessage, Whatsapp and social media platforms to stay connected with clients as well as friends and family

DAILY ROUTINE

Image by StockSnap from Pixabay

BRAND AFFINITIES

His week consists of long days of back to back clients from early morning to evening Leaves an hour throughout the day to train himself and enjoys his day off with his partner doing something outdoors or catching up with friends or family Maintains a healthy, balanced diet with no alcohol use

INTERESTS, HOPES & DREAMS Work hard in the fitness industry and inspire other men and women to keep fit Particular interest in body building as he works on this as a personal goal, takes part in competitions and networks within the body building community.

WORRIES & FEARS N/a

WHAT INFLUENCES HIM Athletes, fitness bloggers and professionals online Fitness and body building magazines

Leo Robinson is extremely interested in body building and the entire fitness industry as a whole, working in the industry as well as regularly training, he is extremely up to date and requires supportive, comfortable and flattering garments every day of the week. Dependant on technology due to his career choice, he too will be following all the correct brands in order to keep up with Gymsharks activity online. Leo often views Gymsharks social media pages, however due to his need to constantly live in gymwear he often organically searches for the brand. (Gymshark US, 2019).

Customer classification: Category 3- ‘Comfortable communities’, Group G- ‘Successful suburbs’, Type 26- ‘Semi-professional families, owner occupied neighbourhood’ (CACI Ltd., 2019). See Appendix B.

Fig. 9: Buyer persona #3 Source: Own image, created using Microsoft Powerpoint. Saved in pdf format [Online]. Sourced image: Gymshark logo [Online]. Available at: <https://uk.gymshark.co m> [Accessed on 13 May 2019]. Sourced image: Image by AndiP from Pixabay. Sourced image: Watitrose & Partners logo [Online]. Available at: <https://www.easyfundra ising.org.uk/retailer/waitr ose-and-partners/> [Accessed on 13 May 2019] Sourced image: John Lewis & Partners logo [Online]. Available at: <https://www.johnlewis.c om> [Accessed on 13 May 2019].

4.1.3

Buyer Persona #3

BUYER PERSONA #3 LOUISE CLARKE BACKGROUND Age: 30 Gender: Female Marital status: Single Occupation: Full Time Marketing Manager Currently lives in Manchester City Centre, however originally from Cheshire, UK.

DAILY ROUTINE Her main priority is work, with no other priorities in her life she is able to focus on her career, her down-time consists of yoga and pilates most days as she does this to keep in shape and wind-down, relieving the stresses of work. She often enjoys after work drinks with her friends, going home to visit family as well as working out at the gym once a week as well as her classes. She leads an incredibly balanced life as she enjoys her social life, however does make healthy choices.

FINANCES Income: £35,000 per year Has a considerable amount of disposable income, enjoys her life in the center however comes from a fairly wealthy background so has very little money issues.

SOCIAL MEDIA Active on Instagram, Facebook, Twitter and Linkedin as she enjoys writing to her friends, updating her profile and networking for work, she also uses social media for fashion and fitness purposes although this is not the primary reason.

TECHNOLOGY Louise relies on her phone for day-to-day uses such as banking, music, online newspapers and magazines, as well as to keep up to date and stay connected via iMessage, Whatsapp and social media. She will often use her iPhone, particularly social media to read up on yoga and pilates and monitor relevant events.

Image by AndiP from Pixabay

BRAND AFFINITIES

INTERESTS, HOPES & DREAMS Work hard in her career and climb the professional ladder, eventually settling down when the time is right. Live a long and healthy life

WORRIES & FEARS N/a

WHAT INFLUENCES HER Athletes, fitness bloggers and professionals online Fitness magazines

Louise Clarke has a passion for yoga and pilates, which communicates her interest in self care and mindful practices, something Gymshark is going to capitalise on. Being a respected professional as well as regularly attending the gym and a mixture of classes, Louise often invests in Gymshark’s high-quality gymwear (Gymshark US, 2019). Louise most often shops at Gymshark when she decides to update her gym kit, therefore she organically searches for the brand.

Customer classification: Category 2- ‘Rinsing Prosperity, Group D‘City Sophisticates’, Type 16- ‘Metropolitian Professionals’ (CACI Ltd., 2019). See Appendix C.

4.2 Targeting Gymshark use a differentiated marketing strategy as the company has seperate marketing mix’s which targets different segments, such as men and women (Gymshark, 2019). This strategy will be followed in order to target all three buying personas in this digital marketing plan, as objective one targets at buyer persona #3, and objective two and three targets all three buyer personas.

4.3 Positioning 4.3.1

Positioning Map The following positioning maps have been created in order to determine Gymshark’s ‘clear, distinctive and desirable place’ in consumers minds against other relevant competitors in the athletic

apparel market. Gymsharkâ&#x20AC;&#x2122;s products have been differentiated against competitors products (Claessens, 2015) having taken the quality, price, type of product and selection of products in to consideration. This map explains consumers reason for purchase from these brands, analysing Gymsharkâ&#x20AC;&#x2122;s position in the market and identifying possible opportunities for the brand (Hanlon, 2018).

Fig. 10: Quality/Price positioning map Source: Own image, created using Microsoft Powerpoint. Saved in pdf format [Online]. Information sourced: (Under Armour, Inc., 2019) (PUMA SE, 2019) (Nike, Inc., 2019) (Gymshark UK, 2019) (ADIDAS AG, 2019) (lululemon athletica, n.d.) (Champion Europe S.r.l., 2018) (The Hut.com Limited, 2019)

Quality/Price High price

Under Armour Lululemon

Nike

Champion Adidas Puma

Low quality

Gymshark

High quality

Myprotein

Low price

Fig. 11: Type of product/Product selection positioning map Source: Own image, created using Microsoft Powerpoint. Saved in pdf format [Online]. Information sourced: (Under Armour, Inc., 2019) (PUMA SE, 2019) (Nike, Inc., 2019) (Gymshark UK, 2019) (ADIDAS AG, 2019) (lululemon athletica, n.d.) (Champion Europe S.r.l., 2018) (The Hut.com Limited, 2019)

Type of product/Product selection High performance

Adidas Gymshark

Nike

Under Armour

Limited selection

Wide selection

Myprotein

Puma

Lululemon

Champion

Lifestyle

4.3.2

Online Value Proposition (OVP) Smart Insights (2019) states that an OVP expresses ‘who we are, what we offer, which markets do we serve, what makes us different?’, an analysis of Gymshark’s website enabled their unique OVP to be determined. For a detailed review of Gymshark’s OVP please see appendix D.

Fig. 12: Gymshark Core Values Source: Gymshark UK (2019) Our Core Values [Online]. Gymshark. Available at: <https://uk.gymshark.com/pages/about-us> [Accessed on 14 May 2019] Fig. 13: Gymshark legacy blog post Source: Gymshark UK (2019) Gymshark Legacy Remastered [Online]. Gymshark. Available at: <https://www.gym shark.com/blogs/n ews/gymsharklegacyremastered> [Accessed on 14 May 2019]

Fig. 14: Gymshark legacy webpage banner Source: Gymshark UK (2019) The legacy lives on [Online]. Gymshark. Available at: <https://uk.gymshark.com> [Accessed on 14 May 2019]

Fig. 15: ‘Free standard shipping when you spend £35’ webpage banner Source: Gymshark UK (2019) ‘Free standard shipping when you spend £35’ webpage banner [Online]. Gymshark. Available at: <https://uk.gymshark.com> [Accessed on 14 May 2019] Fig. 16: ‘Free UK returns’ webpage banner Source: Gymshark UK (2019) ‘Free UK returns’ webpage banner [Online]. Gymshark. Available at: <https://uk.gymshark.com> [Accessed on 14 May 2019] Fig. 17: ‘Student discount webpage banner Source: Gymshark UK (2019) ‘Student discount’ webpage banner [Online]. Gymshark. Available at: <https://uk.gymshark.com> [Accessed on 14 May 2019]

Fig. 18: Frankfurt event blog post Source: Gymshark US (2019) The ultimate guide to visiting Frankfurt [Online]. Gymshark. Available at: <https://www.gymshark.com/blogs/news/theultimate-guide-to-visiting-frankfurt> [Accessed on 14 May 2019]

Fig. 19: Bodypower 2019 event blog post Source: Gymshark US (2019) What to do at bodypower 2019 [Online]. Gymshark. Available at: <https://www.gymshark.com/blogs/news/what-todo-at-bodypower-2019> [Accessed on 14 May 2019]

Fig. 20: ‘What to wear to the airport’ blog post thumbnail Source: Gymshark US (2019) ‘What to wear to the airport’ blog post thumbnail [Online]. Gymshark. Available at: <https://www.gymshark.com/ blogs/news?page=4> [Accessed on 14 May 2019]

Fig. 21: ‘One-kit wonder | Kettlebell lower body workout’ blog post thumbnail Source: Gymshark US (2019) ‘One-kit wonder | Kettlebell lower body workout’ blog post thumbnail [Online]. Gymshark. Available at: <https://www.gymshark.com/ blogs/news?page=4> [Accessed on 14 May 2019]

Fig. 22: ‘5 ways sleep can supercharge your workout’ blog post thumbnail Source: Gymshark US (2019) ‘5 ways sleep can supercharge your workout’ blog post thumbnail [Online]. Gymshark. Available at: <https://www.gymshark.com/ blogs/news?page=4> [Accessed on 14 May 2019]

5.0 Tactics 5.1 Objective One Social media marketing (SMM) is simply ‘the use of social media platforms to connect with your audience to build your brand, increase sales, and drive website traffic’. It allows you to post engaging content to your followers, while giving you the opportunity to communicate with them directly (Buffer, 2019). SMM is perfect for increasing brand awareness and creating relationships with consumers as you ‘create a loyal fanbase’ online (Barnhart, 2019), therefore this form of marketing is extremely successful in achieving this objective for social media. Social media competitions, announcements of events and posts which ask consumers to speak their mind have been determined for this tactic, all these posts ask for engagement from consumers, and provide them something in return.

Display marketing uses ‘visuals like images and videos’ in order to advertise a product or service on a third-party website, creating an advertisement which aims to attract attention and generate ‘clicks, conversions and sales’. Display advertisements have the power to reach millions as they are placed on websites accessible to people all around the world, this form of marketing could advertise the brand’s name and products, leading to further brand awareness and directing consumers to their social media pages (Muhammad, 2018). As Facebook and Youtube have been found to be most successful for display marketing (Barnhart, 2019), a Youtube advertisement will feature video content and a still image will be used for display marketing on Facebook.

5.2 Objective Two The website will be developed in a way which creates excitement for consumers, and encourages them to return, as well as recommend for others to also. Countdowns to new collections and sections offering discount codes in exchange for referrals give back to the consumer, as well as make them feel informed and involved in the brand. They are also extremely accessible and usable to ‘the widest possible audience’, two very important factors to consider to guarantee excellent user experience (Ryan, 2016).

Email marketing is extremely powerful as it is ‘a universally accepted digital medium’, which allows you to communicate personally with consumers, while also having control over your own ‘sales pitch’ and ‘call to action’ (Ryan, 2016). Newsletters are a great way to develop your relationship with consumers, providing them with news and updates regarding the brand (Hangen, 2019), including links to the website in these newsletters provide the customer an easy route to the website once enticed with news on the latest products and upcoming events. Emails will also be sent to subscribers asking to refer a friend, this encourages a wider audience to visit the website.

5.3 Objective Three The website will provide customers with a discount code after they have purchased from the website, this will encourage them to purchase again as the code is valid for one month only. Gymshark will express their gratitude for their purchase, making the customer feel special and acknowledged.

This will also occur as a form of email marketing too, however not immediately after purchase. This is a more personalised message as it addresses them by their name. A newsletter will also be sent out to previous customers to again be informed on what the brand is working on and what they have to offer.

6.0 Action plan

Fig. 23: Own image, screenshot of table created using Microsoft Excel.

7.0 Control and measurement 7.1 Objective One In order to measure the performance of these tactics social media KPIâ&#x20AC;&#x2122;s, engagement, reach, leads and conversions will be analysed. As increasing engagement is part of the objective, the number of likes, shares and comments will measure the success. The number of clicks, brand mentions, profile visits and active followers will also be looked at for engagement. The amount of reach will indicate how the brand awareness as grown, this can be seen through followers, impressions and traffic data (Sukhraj, 2019). Sentiment, the number and the

quality of reviews, and the number of message threads and people involved in a conversation about the brand will also be analysed.

7.2 Objective Two In order to measure the number of monthly web visits you would use Google analytics, looking at KPIâ&#x20AC;&#x2122;s such as bounce rate, average time spent on site, number of visits, number of visitors and conversion rates (DeMers, 2014).

7.3 Objective Three In order to measure customer retention rates in terms of the success of email marketing, you would look at opening rates, click through rates and subscription rates. When measuring the sales you would you use CRM technology (Agile CRM, 2018).

Element 02 Developing Digital Content

Word count: 816

8.0 Content 8.1 Tactic One- Social Media Marketing

Social Media Competiton- Instagram post Fig. 24: Own image created using Adobe Photoshop. Sourced image: Gymshark Instagram post screenshot [Online]. Available at: <https://www.instagram.com/p/BxpgDVVgEYi/>[Accessed on 20th May 2019] Sourced image: Gymshark influencer [Online]. Available at: <https://www.instagram.com/p/BwCgFoUgINw/> [Accessed on 20th May 2019] Sourced image: Hale Country Club studio [Online]. Available at: <https://www.halecountryclub.co.uk> [Accessed on 20th May 2019]

Social Media Event- Facebook post Fig. 25: Own image created using Adobe Photoshop. Sourced image: Gymshark Facebook posts page screenshot [Online]. Available at: <https://www.facebook.com/pg/Gymshark/posts/> Accessed on 20th May 2019] Sourced image: Gymshark group of influencers [Online]. Available at: <https://www.gymshark.com/blogs/news/top-tip-tolook-after-your-mental-health-this-mental-healthawareness-week> [Accessed on 20th May 2019]

Social Media Countdown- Facebook post Image by Irina Logra from Pixabay https://www.facebook.com/pg/Gymshark/posts/ Fig. 26: Own image created using Adobe Photoshop. Sourced image: Gymshark Facebook posts page screenshot [Online]. Available at: <https://www.facebook.com/pg/Gymshark/posts/> Accessed on 20th May 2019] Sourced image: Woman doing yoga [Online]. Image by Irina Logra from Pixabay [Accessed on 20th May 2019]

8.2 Tactic Two- Website Development

Website Banner- Refer a friend Fig. 27: Own image created using Adobe Photoshop. Sourced image: Gymshark website home page screenshot [Online]. Available at: <https://uk.gymshark.com> [Accessed on 20th May 2019]

Website Banner- New collection countdown Fig. 28: Own image created using Adobe Photoshop. Sourced image: Gymshark website womens page screenshot [Online]. Available at: <https://uk.gymshark.com/pages/shopwomen> [Accessed on 20th May 2019]

8.3 Tatic Three- Email Marketing

Email to existing customer- Newsletter Fig. 29: Own image created using Adobe Photoshop. Sourced image: Gymshark email screenshot captured using screengrab on mail. [Accessed on 20th May 2019] Sourced image: Background image [Online]. Available at: <https://www.instagram.com/p/BxAOn3KgSU0/ > [Accessed on 20th May 2019] Sourced image: Gymshark website womens page screenshot [Online]. Available at: <https://uk.gymshark.com/pages/shop-women> [Accessed on 20th May 2019] Sourced image: Gymshark group of influencers [Online]. Available at: <https://www.gymshark.com/blogs/news/top-tipto-look-after-your-mental-health-this-mental-health-awareness-week> [Accessed on 20th May 2019]

Email to existing customer- Discount code Fig. 30: Own image created using Adobe Photoshop. Sourced image: Gymshark email screenshot captured using screengrab on mail. [Accessed on 20th May 2019] Sourced image: Background image [Online]. Available at: <https://www.instagram.com/p/BxAOn3KgSU0/ > [Accessed on 20th May 2019] Sourced image: Gymshark influencer in turquoise set [Online]. Available at: <https://www.facebook.com/Gymshark/photos/a.257818804316914/2192536670845108/?type=3&theater> [Accessed on 20th May 2019]

9.0 Briefing paper 9.1 Tactic One- Social Media Marketing All three of these tactics are relevant to all three buyer personas as they are involved in all social media platforms, Instagram, Facebook and Twitter. For the first type of content, Instagram was chosen to represent the social media competition as it is the most successful platform for Gymshark with a extremely impressive 3.2M of followers and an exceptional level of engagement from their following (Gymshark UK, 2019). Due to their success on Instagram, it is clear that the competition would do extremely well and make a large impact in regards to increasing the engagement on other platforms, Facebook and Twitter, as well as increasing the brand awareness as a whole. Gymshark are able to use their power on Instagram to benefit their other platforms too.

The involvement of Facebook for the next two pieces of content is key as it is an extremely popular platform, especially for the older generation of millennials, also the number of pages likes Gymshark have on Facebook in comparison to the level of engagement needs to see some improvement. Both types of content however, demonstrate this concept on Facebook but would also be applied to Twitter as both platforms encourage more communication from followers. Buyer persona #3 in particular, Louise Clarke would be more engaged in these posts due to both her passion for yoga and pilates, and her age range.

This tactic relates to the â&#x20AC;&#x2DC;actâ&#x20AC;&#x2122; stage of the RACE model as the company have already reached the consumer, having gained their following on social media platforms, they are encouraging the consumer to interact with their post by liking,

sharing and commenting. However, the social media competition created for the first type of content could also relate to the ‘reach’ stage as it is asking their followers to share in order to spread awareness of the brand and draw the attention of more individuals who perhaps haven’t heard of them, or just don’t follow their social media yet. This particular content uses their following to, publish and promote the content in order to gain fans or followers (Chaffey, 2017).

9.2 Tactic Two- Website Development This platform was chosen as the target audiences often visit their website organically, although each buyer persona enjoys social media they all have a passion for health and fitness and naturally love and desire Gymshark’s products. Gymshark do extremely well in terms of organic web traffic in comparison to paid traffic, possibly something to focus on is driving potential customers back to their website more often, giving them a reason to visit again. Both of these types of content were created in hope of doing that.

The product countdown is particularly effective for buyer persona #2 and #3 who often organically search for the brand, however, have extremely busy work schedules and would very much benefit from being up to date on exact product release dates and times in order to manage their time more effectively.

This tactic relates to the ‘reach’, ‘act’ and ‘convert’ stages of the RACE model. The refer a friend section of the website more closely relates to ‘reach’ as these referrals may be new consumers, however the objective focuses on driving

website traffic therefore reaching new customers is key in achieving this objective and making significant improvements. ‘Act’ is relevant for this tactic as they are encouraging the act of referring a friend, and returning in the future to do so again, as well as encouraging consumers to view the products when released. ‘Convert’ is relevant as each content aims for a sale to be processed, hoping the consumer makes a purchase with the discount code they receive, or makes a purchase when the new collection countdown ends (Chaffey, 2017).

9.3 Tactic Three- Email Marketing This platform was chosen due to the success of email marketing, and its popularity amongst consumers, it is an extremely appropriate way to contact previous customers in an attempt to re-sell to them (Ryan, 2016). These generous and informative types of content perfectly target each loyal buyer persona, having already created and maintained a relationship with the brand, these forms of email marketing are a subtle way to encourage sales.

This tactic relates to ‘act’ and ‘convert’ and ‘advocacy’ of the RACE model. As they are already existing customers they have already been reached previously, however these tactics are now encouraging clicks onto the website (act), followed a sale (convert), which is indeed a ‘repeat purchase’ and indication of ‘satisfaction and loyalty’ (advocacy) (Chaffey, 2017).

10.0

Appendicies

Appendix A Myprotein’s content is very similar to Gymshark’s, creating a motivational feed which promotes both a healthy, and active lifestyle as well as incorporating sweet treats and advertising both healthy and realistic body images. Both brands present themselves in a positive tone for their social media while communicating their attractive lifestyle. Fans and followers of all three brands are typically individuals interested in nutrition and physical activity or perhaps those who wan’t to begin fitness or start a healthy balanced diet. However, Under Armour differs slightly as they feature some well known faces and a more diverse range of sports and difficult challenges to push their following to the limit.

Appendix B ACORN Description: -

‘Well educated and in managerial positions’

‘Above average incomes’

‘An eye on their future responsibilities’

‘Social media activity is of average frequency, mainly posting pictures or video links and viewing similar content posted by friends’

(CACI Ltd., 2019).

Appendix C ACORN Description: -

Younger professionals aged 20-40

Typically singles or couples

Typically ‘Graduates and work in professional and managerial occupations’

Income is typically ‘well above the national average’

‘Generally financially aware’

Take advantage of and enjoy advances in technology such as ‘tablet computers (e.g. iPad), games consoles and portable media players’, smartphones

Use mobile devices for shopping, travel and finance purposes, as well as to enjoy coupons or vouchers, games, films, photography and music

‘Over a third of them might spend over 3 hours a day online’

‘They research finances, a wide range of online purchases, and book tickets and travel. These people often read reviews or consumer ratings when researching purchases. They are likely to share their opinions regularly in discussion forums and comment on blogs. Many get their information from online newspapers or magazines and RSS feeds are often used to keep up to date. While they will use social media, fewer tend to be very frequent users. Offline many might enjoy travel, music and film in addition to their regular social lifestyle.’

(CACI Ltd., 2019).

Appendix D

Likely to shop at Waitrose and John Lewis.

Figure 12: ‘Who we are’ and ‘what makes us different’. The company use this section to tell the consumers what they believe in, and how they run their brand, this highlights what makes Gymshark different from competitors as they express what’s most important to the brand (Gymshark UK, 2019). This particular OVP engages consumers who also value these factors, therefore listing the core values for the company is extremely effective as it draws in customers, generating sales, as well as being important for consumers in order to feel connected with the brand (Gilliland, 2019).

Figures 13 and 14: ‘Who we are’- referring to their passion for bodybuilding which dates back to when the brand was first founded. ‘Who do we serve’- bodybuilders. This is personal for consumers as it again allows them to relate and feel connected to the brand, it also allows the customer to learn more about the brand which shapes their perception and possible relationship with Gymshark. As seen in figure 14, the webpage banner allows customers to select ‘explore’ and view the relevant collection, this also highlights what the company offers in terms of product (Gymshark UK, 2019).

Figure 15, 16 and 17: ‘What we offer’ and ‘which markets do we serve’ - Students.

Figures 18 and 19: The brand also offers consumers the chance to attend special events where they are able to ‘meet their favourite influencers and sports personalities’, this ultimately creates deeper relationships with consumers as they interact face-to-face and go ‘beyond standard marketing’ (Gilliland, 2019), this supports the sense of community which Gymshark expressed the importance of in their company values (Gymshark UK, 2019). Gymshark offer information into these events in their blog section of their website, as well as

fashion tips, workout inspiration and information on a number of subjects in relation to health and fitness (Figures 20, 21 and 22) (Gymshark US, 2019). 11.0

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