Marketing & Media professional

David Fontana

​Millennial male focused effort for custom suits aimed at people who were as likely to be impressed with the process, as much as the product.

After two years of marketing investment, My.Suit had almost no awareness and averaged less than 30 visits per day on its website and fewer in its store.

The key insight, recognize that media needed to reflect the My.Suit prospect lifestyle – use media that allowed them to consume ad content on their own terms. Bottom line Like the suits, media choice had to be “custom”

We moved away from the fragmentation of metro and fashion print titles where My.Suit was advertising where costs were high and images were static and moved to channels that reflected the potential customer. Instead we re-purposed videos from mysuitny.com for “TV” – at the same time, we redefined what TV meant to this consumer.

​My.Suit reported significant increases in online visits, sales and repeat purchases within 12 months. 

Media Touchpoints

Use a combination of zoned Cable TV and Hulu.

• Focus the effort in a tighter area reflecting a more urban trading area and sales figures
  
• Hulu matches the prospect exactly- allowing them to choose what, when and where they want to watch
  
• Initial programming in Cable reflected favorite programming based on audience data
  
• As the effort matured, referring site data collected from Google Analytics was used that highlighted which genres/programs from Hulu best drove people to the My.Suit site. This data was used to increase the performance of both Online and Cable buys.