Module 7- Measurements for Influncers & thought leadership

 Module 7- Measurements for Influncers & thought leadership

How would you setup a program to measure influence?

This type of program would focus on the footlocker family sub-sectors which are Champs, footlocker kids, & lady footlocker. Even though they are all under one Sector, they all need to pull their own weight as a company. I would set up a program that measures customer reviews, visibility, and hits through all social media sites and search engines. I would also set standards & values that need to be met in order to improve in all areas. That way each individual sector would have the leadership ability to be responsible for meeting all criteria. 

What might be the key goals and metrics for your company?

As a sportswear retailer, some key goals would definitely be high sales performance online and in-stores as well as customer service. Also, a key goal would be getting exposure through our big sponsors and creating more business opportunities with them. Also, setting up goals on maintaining exposure through our sponsor’s websites. That way our name is always out there.

Influencers-Module 7

Top 10 Footlocker Influencers

• Michael Jordan
• Footlocker.com
• Footlocker kids
• Lady Footlocker
• NBA/NFL
• Derrick Rose
• Addias
• Nike
• Scholar Athlete’s
• Champs Sportswear
• Gatorade

 The influencers structure for foot locker is quite concrete. All the popular products (Addias Michael Jordan, Derrick Rose etc.) all invest into footlocker to sell and put their products on the map. These products are sold through sub-sectors of the original footlocker (Kids, lady footlocker) which also influences footlocker business. Lastly, you have sponsors like Gatorade, Scholars athletes, NBA/NFL that also makes a big impact and improve visibility for footlocker. The sponsors have also established loyal business relationships with footlocker having the sports industry as one of their target markets. There is relevance amongst all sectors of influencers.

Module 7- Competitive Intelligence

 I apologize for the side way pictures. There was a very frustrated dysfunction with loading up these screenshots below.

For this analysis I am going to compare Ralph Lauren and Lacoste. 

Lacoste is one of Ralph Lauren top competitors. Both Ralph Lauren Polo and Lacoste are both some very popular brands of clothing.

Interest Over Time 

As you can see above Ralph Laurens interest over time is running quite high, especially as it gets to year 2011. Lacoste interest over time is stabilized but not as much as a high interest as Ralph.

Regional Interest

   

 (Above Pictures)
Ralph Lauren: Ralph Lauren’s regional interest is basically all over the map. It makes majority of the United States region and all of Canada.

Lacoste: Lacoste has some mild spots in the U.S. but it completely has high interest in the top half of South America.

Related Terms

As you can see above,  there are many categories under related terms of both Lacoste and Ralph Lauren. I want to focus more on RL online and Lacoste online. Ralph Lauren searching terms are quite high opposed but Lacoste has an actual online shop which is one of the advantages the designer has. 

It is evident that more online shopping is done for Lacoste products as opposed to Ralph Lauren. As long as Ralph Lauren maintains interests globally through marketing campaigns, keeping focus on their target markets, and making online visibility with goals of improvement they should be fine.

Module 7- Competitors & Vital Keywords

Module 7- Competitors & Vital Keywords

I am going to use footlocker for this Module again sense I am seeing to have a lot of fun with this company lol…the goal is to explain in a blog post that the key competitors and vital keywords are. Explain what tools and techniques you used and why.  Share screenshots of your results & explain what recommendations you might make from some of the things I find. 

Since I am not working for the footlocker company, I did a simple search through Yahoo Finance on what competitors are contending with foot locker. I felt that Yahoo Finance would provide me with the most accurate information and this is one of the tools Footlocker can use as a company to see how they’re competitors are doing in comparison to them. Here are some of the following Competitors.

• ·         Finish Line Inc.  ( Direct Competitor)
• ·         The Sports Authority Inc.
• ·         Wal-Mart Stores

Other Competitors to look out for

• •        Foot Action
• •        Dick’s Sporting Good Inc.

Vital Keyword:

Vital Keywords would be what is vital to the company obviously. That will be pertaining to the products they provide for consumers.

·         “Footlocker”

·         “Jordan Shoes”

·         “D-Rose Shoes”

·         “Nike”

·         “Cleats”

·         “Sports Apparel”

·         “Footlocker V.I.P Card”

As we can see the search for “D-Rose Shoe” automatically gives you the first link directly to footlockers website. Then as you scroll down, you see links to the Addias website (which is a product popular for foot locker). You really don’t seeing any links from Footlockers competitors. This goes to show that Footlocker vital keywords leads to exposure but at the same time can lead consumers to the Addias, direct site or Eastbay after they have received search results. Only thing I can recommend is for foot locker to keep marketing and grasping attention through their products (d-rose shoe, Jordans etc.) and keeping them as vital keywords so consumers can have them as a number one option for service.  I don’t really see any issues for this.

Landing Page Test- Module 6

What can be tested for improvement?

The first thing I would test to improve is buffering / load up time for the snow blowing movies.  I know for myself personally I always look at videos of products just to ensure that I want to make an actual investment. It frustrates me sometimes when the video does not load up correctly. Therefore, we would want to make sure quality is up to par and to make sure that the video work correctly on the page. I know sometimes this point would depend on the consumer’s computer or the type of signal the consumer is receiving, but the quality of the video should be tested. Another thing that can be tested is the snow blower selector or pretty much anything on the page that requires requests. 

What would you recommend for improvement?

I recommend improving the layout. It seems kind of dull and image states a lot about the company.  Also, at the top where it says find a store, contact us, services, view cart etc. I would darken those options like to red or black and re size the font to make it a little more visible.  I also would place the Lowe’s logo at the top since Lowe’s is a more recognized company.  The description under the picture should be larger as well. 

How would you test your recommendations?

I would just simply rearrange the layout manually just to see how everything works out and see how it would look. Also create drop down menus for the blower selector and have the blowers listed which would lessen clicks. The webpage needs to look more alive. 

Why did you pick these methods and what do you expect from the tests?

I pick these methods because image is everything. Everything needs to be able to be read clearly and the page does not need to be extremely busy.