Week #2
Assignment
Company: Lole Activewear
Website: http://www.lolewomen.com
Website: http://www.lolewomen.com
Competition in the “playing space”:
• Main completion is Lululemon (www.lululemon.com), who has an extremely active presence on all social media vehicles including (but not limited to): Twitter, Facebook, Instagram, Pinterest.
• Also competing (indirectly) with other sports clothiers such as Under Armour, Nike, Adidas, and Reebok.
• Main completion is Lululemon (www.lululemon.com), who has an extremely active presence on all social media vehicles including (but not limited to): Twitter, Facebook, Instagram, Pinterest.
• Also competing (indirectly) with other sports clothiers such as Under Armour, Nike, Adidas, and Reebok.
Target Audience:
• Women who practice yoga/active women in general
• Fashionable women who are drawn to athletic clothing (but are not necessarily active)
• Women who practice yoga/active women in general
• Fashionable women who are drawn to athletic clothing (but are not necessarily active)
* Target the first two specifically as they will be the ones
who will be able to garner the most brand recognition.
• Women who are interested in buying clothing from a Canadian brand
• Women who like the Lululemon aesthetic but aren’t will to pay their price points
• Women who are interested in buying clothing from a Canadian brand
• Women who like the Lululemon aesthetic but aren’t will to pay their price points
Plan of Action:
• Employ Twitter, Pinterest and Facebook to cultivate meaningful conversations. Manage them with Hootsuite.
• Focus more on the brand’s presence on YouTube, which is lacking in comparison to the aforementioned three.
• Post videos which personalize the brand and give it a real face. The brand’s YouTube posts a lot of tips and footage of large events, but there’s never a single voice (aka ambassador). Would also hold and capture events at local stores – this would appeal to customers are concerned with supporting a Canadian brand.
• Get more involved on Yelp/Foursquare – there are potential and existing customers talking, but no one from the brand is there to engage.
• Employ Twitter, Pinterest and Facebook to cultivate meaningful conversations. Manage them with Hootsuite.
• Focus more on the brand’s presence on YouTube, which is lacking in comparison to the aforementioned three.
• Post videos which personalize the brand and give it a real face. The brand’s YouTube posts a lot of tips and footage of large events, but there’s never a single voice (aka ambassador). Would also hold and capture events at local stores – this would appeal to customers are concerned with supporting a Canadian brand.
• Get more involved on Yelp/Foursquare – there are potential and existing customers talking, but no one from the brand is there to engage.
