Finding the Perfect Marketing Fit for Jeans

Every month, people in the United States type in the keyword “jeans” more 20 Million times (that’s 20,000,000) on Google. The #1 show on TV last week, NBC’s Sunday Night Football, had less than half that amount of viewers (9.7MM, 18-49). Think about it. Any jeans manufacturer buying an ad on TV could at most reach only half the people they would reach if they bought that keyword on Google. And the people they reach on Google, by virtue of the fact that they are searching for “jeans”, would be exponentially more qualified as targets for a jeans marketing campaign. But this about jeans, not TV vs. Search.

TV is a fantastic media for reaching new customers but it is also expensive if you are a growing company without endless marketing dollars. Search provides a window to reach more customers than most companies could ever imagine and on a pay-as-you-go basis. And for that reason, it presented a perfect opportunity for us to conduct a thorough analysis of the online jeans market. From household names to fledgling brands, we found winning strategies and areas of opportunity that we think are worth pointing out to our clients.

First and foremost, there are more than 500 advertisers targeting the keyword “jeans”. This is not surprising at all since the volume of searches clearly makes this a big opportunity for smart marketers. What is more surprising is the number of companies missing opportunities to capture market share by implementing well optimized marketing campaigns – clear call to action, offers, continuity between search ad and landing page, and a generally beneficial experience for people interested in jeans. With more than 500 advertisers competing for each person’s attention, there is little room for error and even less time to capture someone’s attention. With that in mind, here are some of our favorites.

Guess Jeans hits a home run

We love this campaign. The landing page is focused and drives action yet does not sell out the brand. Secondary navigation makes it easy for people to navigate around the site if they want to. And best of all, there are plenty of secondary, low-risk calls to action – email, social, etc. We estimate that this landing page is one of the top converters on the keyword “jeans” – which gives Guess an incredible competitive advantage in trying to capture the 20 Million people a month who search for jeans.
.
.
.

Paris Blues is fun and engaging

This site appeals to a lot of different senses at once – sight, sound, emotion (we know that’s not one of the senses but pretty important nonetheless!). Check out the page here. It is a welcome departure from the endless store pages providing a clear, unique presentation of the brand while also having four clear paths to conversion. The one challenge, which is likely affecting conversion significantly, is that the Flash used to present the landing does not work well on all browsers (such as Chrome).
.
.
.

Levi Jeans breaks the rules… in a good way

The Levi Jeans web page is on brand and provides nice options for primary and secondary engagement. They also do a great job of mixing up the location of conversion paths on the page so that visitors must visually explore the whole page while they are seeking the different offers. Usually a best practice would be to have a prominent call to action in a familiar location, but in this case Levi does a nice job of breaking the convention yet still setting their web page up to maximize conversion. This creates a unique experience that breaks through the clutter of the 500+ advertisers on Google.
.
.

In conclusion, we hope you this helps you find your inspiration for tackling the big guys and capturing market share. The opportunity exists to go out and win the game. At stake, only 20,000,000+ potential customers!

Read more market analysis or case studies from Thrivepoint or contact us to discuss your business’ needs.

© 2009. Thrivepoint LLC. All Rights Reserved.