Executive Summary This presentation is a proposal for a male customer acquisition strategy, identifying ways in which to increase SEO and the amount of men visiting their site. Recommendations: 1. 2. 3. 4. 5.
Blogging Banners Sponsorship Social Networking Incentives for customers
Asos.com is arguably the UK's largest independent online fashion and beauty retailer with an estimated 5.2 million unique visitors a month. With over 35,000 branded and own label products available ASOS.com is rapidly becoming the market leader in the UK online fashion world.
Men's Fashion Blogs FashionBeans is already targeted by ASOS but only as a sponsor‌ RECOMMENDATION ASOS can sponsor and contribute weekly editorial pieces, with relevant links back to website. Links to ASOS online mag with regular updates and discussions. Advertising Banners – advertising new trends and online magazine Another example is www.stylesalvage.blogspot.com. This has 32,000 unique users a month looking at both high street and high end brands for the ASOS target market
Forums The ASOS Life community appears very female orientated RECOMMENDATION ASOS Life for men Male focused updates to blogs and forums. Males intimidated/alienated by current community site. Men’s forums such as PistonHeads & Men’s Health are good examples for the correct target market (16-34) covering brands held by ASOS such as SuperDry
Banners & Sponsorship According to studies men go online to be entertained. One of the key ways of potential customers to hear about the company is to put banner ads or sponsor pages on popular sites targeted at men within the ASOS target market. Sport - Men spend more time looking at sport then any other topic. SkySports.com | ESPN Fantasy Football – thousands of men log into their team on a weekly basis to update their team. Health & Fitness Men's Health – has ‘style’ section FHM - voted Consumer Website of the Year 2009 Online dating “What to wear for the perfect date!” page sponsorship
Social Networking sites Twitter: Many “tweets” are female trend specific. 29,036 followers – majority female. RECOMMENDATION: ASOS Twitter feed for men. Links to male specific site and community Affiliates with other fashion Twitters such as ‘GQ Recommends’ – Editorial links with contribution from ASOS. ASOS myspace. Affiliate with bands - ASOS link music on myspace of a chosen band who in turn use backlinks to ASOS to promote ‘style’
Social networking sites Facebook : The current ASOS fan page on Facebook holds 213,260 fans with the majority female. Updates are traditionally female specific; such as Rimmel make-up and ASOS House of Cats. Links to female site are currently more prominent. RECOMMENDATION: ASOS fan page for each gender. Male specific updates and links to male site and community. Men less intimidated
Incentives ASOS currently offer free delivery to those spending over a certain amount. There are also ‘ASOS Treats’ to those signed up to the e-newsletter. RECOMMENDATIONS: Incentive for “first time buyers” for free UK standard delivery on first purchase if spending over £40. Students – target market for ASOS. Offer 10% off with NUS card. Other retailers for the same target market such as Topman and Urban Outfitters already offer this. Competitions aimed at the male market such as tickets to festivals or music awards shows such like NME. ASOS could offer sponsorship to these award ceremonies.
Incentives RECOMMENDATIONS: Further “ASOS treats” promotions offering customers already signed to e-newsletter a promotion if they refer a friend to ‘sign up’ A follow up email after “opt-in” to receive ASOS Style News asking for further details can enhance the customer experience by offering styling tips tailored to their specific wants and needs. Men will enjoy the ease of shopping if ASOS ‘know’ what they want. Further 5% discount offered to those giving more details after opting in to ASOS Style News.
Conclusion Good quality articles containing primary key words – for example “men’s jeans” can improve the presence of ASOS on Google a search engine used 90% of the time by men. Recommendations and referencing through editorial pieces from other high ranking websites and word of mouth communications will boost and maintain the ASOS website rank within these widely used search engines. Good quality backlinks on regarded blogs social networking sites and sponsorship with major online magazines are key for optimising traffic to the ASOS site for men.
“Asos.com is the credit crunch defying brand. ” Esquire