Strategy for Lululemon
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1) Online market expansionSocial Media strategyPlatformLululemon followersGap followersUnder Armour followersFacebook1,908,3448,758,4228,955,692Twitter1,080,000+683,000956,000Instagram2,200,000+1,800,000+3,800,000+As per the numbers stated above from the respective platforms, Facebook is one platform where Lululemon must focus on developing an effective social media strategy in as there exist a major gap of almost seven million in numbers followed by Instagram and twitter.With Facebook, they should start by putting up a good introduction in their home page and responding to at least 80% of the comments with an open conversation approach. This approach will also create a sense of belonging within the customers as they will be able to provide their opinions. Promotional posts have to be inculcated with in the news feed section of the potential customers in order to encourage them to drop by and visit the official website which might pave way for purchases. On an emotional level, running promotions that will stand by a cause like Domestic Violence Awareness to stop the violence will boost he the overall credibility and make its presence notable. Short workout or stretching videos that can be incorporated in the daily life of customers is a good way to boost up the traffic and can be posted every week.When it comes to Twitter, promotions should be based on the brand itself more than the community values. Posting 20-30% flash sales with a limited time frame help promote the traffic in Instagram. Also, introduction of memes will help Lululemon spread the word around easily and their reach tend to be significantly higher. The existing pictures should be diversified by inculcating various age categories. In the hashtags area, the company should focus to hashtag themselves more rather than having a penchant for the healthy life hashtags.
For Instagram, exclusive experiences like deals and giveaways must be adopted on a greater magnitude to make the potential customers shuffle between different platforms of Lululemon. Various yoga challenges can be posted at different time frames that challenges the existing customers and also lead to the generation of a new customer base. In addition, a healthy interaction with competitors in the market will support their underlying strategy of grass root or guerilla marketing technique. Sources-