Marketing Plan & Campaign Sample (GOAT)

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 MARKETING PLAN FOR GOAT


This is a Sample Marketing Plan and Campaign that my partner (Sange Wangmu Thungon) and I created for a brand called GOAT.

The GOAT Group represents the most trusted platforms for authentic sneakers, apparel, and accessories. The GOAT Group, which operates three distinct brands (GOAT, Flight Club, and alias), has a global community of over 30 million members spread across 164 countries.





GOAT SOCIAL MEDIA AUDIT:


“I wear, therefore I am”- The sneaker culture is said to have started back in the 1970s and ‘80s, long before the online world existed- when every little kid wanted to be like Michael Jordan or a hip-hop icon, who were not only famous for their sports and rhythms & rhymes, but also for their style or ‘SWAG’ that people would go GA-GA over. The sneaker culture has created a form of identity among sneaker lovers that led to a big community of sneakerheads that raised generations of loyal, passionate, and enthusiastic sneakerheads, who would do anything to be able to get those pair of shoes. 


Founded in the year 2015, GOAT is a global platform for style that is fueled by sneakerheads. It was founded to bring more trust to the sneaker community in a world filled with first copy sneakers and dupes. The company offers apparel, shoes, and accessories from contemporary to designer brands from all the world, but it is mostly popular for the range of exclusive and authenticated shoes from all around the globe. The company is able to surface trends from the past, present, and the future and sell real authenticated products for over 20 million members in 164 countries through its unique positioning between the primary and the resale markets. 



TWITTER EVALUATION

Currently, GOAT has 2 twitter accounts- @GoatApp @GoatSupport


figure 1: Channel Overview via similarweb analytics



Figure 2: Sicial Traffic via similarweb analytics



As we can analyze from the figures above, GOAT is lacking behind at using their social media effectively and considering its huge position in the market with its diverse and young target audience demographic, not taking full advantage of their social media presents a missed opportunity. 
Twitter accounts for only 20.51% of social traffic. 
Their main @GoatApp account on twitter has about 134.1k followers which the highest number of followers out of their two twitter handles. The account follows 29 people and has around 3,761 tweets since the account was created in January 2015. 


Figure 3 Source: TweetDeck



The account lacks in consistency and engagement, which are the main essence of good and effective social media marketing. The account tweets once a day or twice in a week about their new releases, collaborations, or some retweets of tagged outfits, but only a few of their tweets have engagements. They barely have any sale or discounts. In fact, it is the retweets (the only form of engagement on their twitter currently) that receive more attention than their original posts which proves that they need to create more engagement with their followers. 

@GoatSupport twitter handle was created in November 2016, and has about 9,518 followers, 5,490 tweets, and 2 following. Although this support twitter handle has lesser followers than their @GoatApp handle, this handle seems to be doing well in terms of catering to people’s queries and providing customer support. This handle has a link attached to their twitter bio where customers can submit their support requests. However, there hasn’t been a lot of engagement since April 20, 2021, and this inconsistency could discourage people to rely on their customer support page on twitter. 





Figure 4 Source: @GoatSupport tweet and replies



Figure 5 Source: GOAT's traffic & engagement Feb 21'-April 21' via similarweb analytics




To summarize, we can see that GOAT lacks behind in making the most out of their social media. Considering the big fan base that the company has, most of their traffic seems to be coming through direct methods rather than from advertisements and social media marketing. If the company is able to generate a traffic of 15.73 million in just a matter of 2 months, making the most of their social media platforms will be very benefiting for the company since most of their target demographics are online. I suggest the company should post at least once a day because consistency is key. The post must be interactive and not just one sided- more giveaways, competitions, quizzes, and retweets. Their social media accounts must encourage people to use hashtags to interact with the company and acknowledge the people that are tagging GOAT on their social media accounts. Lastly, the company should create a forum for sneakerheads to come together and create a community- just like LEGO did- this will not only create a lot of buzz but will also help the company understand customer needs better in the cheapest and the most effective way. 
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BIBLIOGRAPHY:

• FAQ. (n.d.). Retrieved from https://www.goat.com/faq 
• Login. (n.d.). Retrieved from https://pro.similarweb.com/#/marketing/competitiveanalysis/overview/website-performance/goat.com/*/840/2021.02-2021.04?webSource=Desktop 
• (n.d.). Retrieved from https://twitter.com/goatapp 
• TweetDeck. (n.d.). Retrieved from https://tweetdeck.twitter.com/ 
• Why More Sneakerheads Are Joining the Crazy Sneaker Culture. (2020, October 29). Retrieved from https://www.aiobot.com/sneaker-culture-pros-cons-sneakerheads/ 

























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