5 minute read
Suggestions
2. HOMEPAGE IMPROVEMENTS
A
Advertisement
On the homepage: More interactive content for Gen Z.
C
B
The content of the explore tab: should be put on homepage.
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2. HOMEPAGE IMPROVEMENTS
A.On the homepage of the website there should be more content available to attract the lifestyle target groups. B.The content of the explore tab on the website should be more played out on the homepage and the social media channels.
Website visitors are already a step ahead in the purchase process. They are looking for content that will take them out of the consideration phase. That' s why we think it' s important that you play out the explore content as indicated in the pictures more on social media and the homepage of the website. The content can be offered in a different format: a video, reels, voice message and much more. It will convince the interested parties to proceed to the purchase process. The content of the website at this moment is mainly addressed to the lifestyle group. We recommend to put more innovative content on the homepage or information of the explore part to attract the lifestyle group. One of the competitors we analyzed is using innovative content on their homepage to attract different nichetarget groups. The way the North Sails is using innovative content materials on their website it works, it can be a good source of inspiration to make the aesthetic of the website more modern. C. Make the social media & the B corporation certification icons on the website more visible.
Two very important factors that the target audience must be able to find on the website: the link to the social media channels and the certificates that the North Sails is a company that derives its profit from its social and environmental performance. It must be clear that the North Sails has been recognised for being sustainable.
Currently, the social media icons are too much at the bottom of the website and each icon looks too different visually.
AREAS OF IMPROVEMENT
3 . F O C U S O N D I V E R S I F Y C H A N N E L S
Start testing the waters on new and more relevant channels such as: TikTok, Twitch and Discord.
The media landscape is shifting due to several factors: Covid-19, economic changes in countries and the change of the interest and behaviors of the consumers.
North Sails already has a TikTok account (unverified), but they don 't post content on it and the account has a very low amount of followers. We recommend using Tiktok consistently. It is a good channel to attract young target groups like Millennials and Gen Z' ers.
4 . I N C R E A S E O F T H E E N G A G E M E N T R A T E @ N O R T H S A I L S _ C O L L E C T I O N A C C O U N T
To achieve a higher engagement rate they should focus on adding interactive content and they should be more interactive with their Instagram audience. In the social media playbook we propose three new content themes. The content themes are creating consistency for the Instagrampage and content.
Being interactive with the audience also means: try to have conversations and reshare the content of the audience. At this moment there is a low amount of reactions to the photos and a low amount of likes of the photos comparted to the amount of followers: 40.200 followers. Interacting with the public must become a priority. How can this be done as smoothly as possible? Regularly use stories in which you ask questions to the audience or respond and like their reactions. In the social playbook we give some example on how you can use the Instagram story and connected with the followers. 5 . F O C U S O N T H E F A C E B O O K
P I X E L & G O O G L E A D S .
With the Facebook pixel data, it is easy to build a customer base and target it to certain audiences with ads. After visiting your website & social media channels several times, we did not get any targeted ads. Therefore we recommend you to insert the Facebook pixel into your website. Because it gives your brand many additional advantages for creating advertisements.
Google is a searching machine that is daily used by the public. As a brand you miss out on a lot of information if you don 't use Google Ads. With Google Ads (SEA) you can collect more information of visitors of the website, you can increase your ClickThrough-Rate and in the end: your online sales.
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TARGET GROUP
TARGET GROUP
TARGET GROUP
BRAND DNA TODAY BRAND DNA TOMORROW
SPORT GARMENTS GOOD QUALITY MATERIALS WATER SPORT ENTHUSIAST ADVENTUROUS SUSTAINABLE STRONG BRAND CARES ABOUT THE SEA
LEADING BY EXAMPLE HIGH QUALITY AND STYLISH CLOTHES GEN Z PRESENT IN THE CITY CREATES AWARENESS IN THE CITIES TRENDY UNSTOPPABLE
TARGET GROUP
Costumers you have today
People who have a passion for water sports and action sports.
They knew the brand for the gear area before the apparel area.
In general people who enjoy these sports, because it' s a taste transmitted either by family or friends.
Young athletes, who are being involved in these sports (which north sails also does the gear part of) become loyal to the brand and start using the lifestyle line.
+45 years old.
Costumers you want tomorrow
Young public, who are stylish and care about sustainability and that seeks brands that are consistent with their ideals and morals
Who can live in the city but who enjoys escaping on weekends to spend the days in the sea.
Looking for their clothes to be fashionable and used by cool people who do not try to be cool, but who are cool because of their adventurous personality.
Gen Z
