Key Problem Increase the number of male shoppers on Zappos and expand the sales volume of athleticrelated shoes and apparel.
Marketing Problem To inform male shoppers that Zappos sells a wide selection of athletic shoes and apparel in many brands, styles and sizes.
Positive Brand Perception According to Zappos’ Customer Testimonials, customers are extremely happy with Zappos’ customer service, wide selection and fast service.
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“You guys are awesome. Fast, courteous, good value, wide selection. Keep up the good work. I wish more companies online were as peopleoriented as you all. Thanks again.� -Zappos Customer
Negative Brand Perception Zappos isn’t the top-ofmind website for men when shopping for athletic-related shoes and apparel. Many don’t even know that Zappos sells other products besides shoes.
General Target ● ● ● ● ● ● ●
Males 18-36 Single or married Athletic and/or like to dress in athletic apparel Suburban neighborhoods Large amount of disposable income Prefer shopping online
Specific Target
Trevor Smith is a 23-year old recent college graduate from Florida State University. He now lives with his parents in the suburban Atlanta area. Since Trey is living at home and single, he has a generous amount of money to spend on his two favorite things: basketball and running. He uses Zappos to purchase his gear that helps him prepare for his games.
Competition ● ● ●
Leading retailer of athletic shoes and apparel. More than 3,320 specialty stores in over 20 countries. Foot Locker markets sports gear through its direct-to-customer unit, which consists of Eastbay and Footlocker.com.
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One of Foot Locker’s affiliates, is among the largest direct marketers in the United States. Has a complete sports solution including athletic footwear, apparel, equipment, team licensed, and private-label merchandise.
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Sells shoes, apparel, and accessories through its website. Offers more than 800,000 footwear products from more than 1,000 brands.
Competitive Consumer Benefit â—? Zappos is easy to shop without leaving the home â—? Creates no need to go to the mall with huge selection and helpful customer service
Support for Benefit ● Known for excellent customer service ● Zappos objective is to make shopping easy ● Offers a huge selection of shoes and clothes from 1000 top brand names
Positioning Statement To the athletic male shoppers, Zappos is the brand of online retail that offers a huge selection of shoes and athletic apparel and provides excellent customer service.
Communication Objective â—? Zappos has a wide selection from the top brands of athletic apparel and shoes. â—? Buy the product online and have it quickly shipped to you.
Perceptual Effect After one year of exposure, the amount of male shoppers visiting Zappos will increase and the overall sales will boost for athleticrelated shoes and apparel. Zappos will be the top-ofmind website for male shoppers looking to purchase athletic-related shoes and apparel.
SWOT Analysis
Media Budget
Youtube: $402,750 [98%] Twitter: $3,500 [1.3%] Online Banner Ads:$2,000 [.7%]
THE BIG IDEA!!!!!!!!!
Twitter #EvolveYourGame Promo Codes Every Two Weeks Take 20% off men’s athletic apparel with #PromoCode WIN #EvolveYourGame
Sponsored Tweets shown when searching: Basketball/Football/Running/Shoes/Athlete
Twitter handle: @ZapposMensAthletics
Hashtag: #EvolveYourGame
Very few shoppers make an online purchase the first time they visit a store’s website. It is critical for Zappos to make sure we can get these shoppers to come back.
Retargeting Advertising Retargeting advertising works by: � Keeping track of people who visit Zappos � When our target market visits other sites afterwards, Zappos’ retargeting ads will then appear on those sites. These ads will be successful because they will bring our target market back to Zappos, resulting in more purchases.
Youtube ● Evolve your Game: Trey Burke presented by Zappos.com ● 5 episode web mini-series ● 10-15 minute episodes
Storyboard- Episode 1
The camera crew follows Trey Burke after being drafted by the Utah Jazz. The show begins with clips of him being drafted and training to begin the show.
Storyboard- Episode 1
Trey is shown giving interviews to the media and one-on-one interviews with the Zappos camera crew.
Storyboard- Episode 1
Trey participates in summer league games. The camera crew offers exclusive video and sound bites during the game.
Storyboard-Episode 1
Trey enters the NBA in his first game with the Utah Jazz to end the episode.
Storyboard- Episode 1
#EvolveYourGame
Zappos.com and #evolveyourgame show on the screen after the episode concludes.
Thank You! Questions? Comments?