I went along to a marketing and PR workshop as myself and Hollie on Fashion Communication really want to develop our t-shirt brand 'Bootees' together after uni. We gained some useful knowledge about marketing, how to get the product out there and what we need to know about the brand before moving forward.
Your brand, your story
- embodies the core values of the organisation
- says what makes you unique (USP)
- is consistent at every touchpoint
- is instantly recogniseable
- embodies the customers expectations and beliefs about you
Building a marketing approach
Marketing the 4P's
PRODUCT
PRICE
PLACE
PROMOTION
Extra 3 (7P's)
PEOPLE
PHYSICAL EVIDENCE
PROCESS
Step one
Understand your produce, your competition your target audience
Consider
The full product process- quaility, design, packaging, customer service, aftersales
What problem will this product solve or what emotional feeling will it generate?
What are the features and benifits of the product?
Your Competition
Identify people or businesses that are your role models
- what are their services or products?
- what is their price range
- what are the materials or tecniques?
- are there specific themes or values that are important to them?
- why and how do they do business thats different and meks them stand out?
- why do people buy them?
- where do they sell?
- what do they do well?
- what can you do better?
- what can you learn from them?
Identify your target market
what is their lifestyle like?
Step 2
Set your marketing objectives- what do you want to achieve?
As a new designer or crafts person/ new business person its recomended by the design trust that you spend around:
40% of your time marketing
50% on making/ creating and 10% on admin
Step 3
Selling your offer- clarify your key messages and your position in the market
Consider the features and benifits of your product/ service
Step 4
Establish your pricing structure
Price
What did it cost to make/ develop? How much contribution do you need?
What is the competition charging?
Keep labour costs down
How do I calculate my price if offering a service and not a product?
- what experience you need for the job and how unque your skill set is
- there the work is e.g. London pays higher hourly rates
- how long the work is for if the work is for a londger period then often the daily rate goes down
- the market rate
- your ability to negotiate
Step 5
Place- Identify where you want to sell
Where can customers purchase your products?
Online
Galleries/shops
Trade fairs
Independent fairs/ markets
Step 6
Plan and deliver your marketing
Promotional mix, networking, timings, action plans
Which tools to use?
Ask yourself:
- what do you want to achieve?
- what does the target audience need?
- what is the best way of reaching them?
- what resources do I have?
Tactics
- direct mail
- PR
- Advertising
- sales promotion
- digital
- promotional material
- distribustion
- underpinned by strong imagry
Social Media
Facebook, twitter, Linkedin, Pintrest, Instagram, Tumblr and blogging
Newtworking and building relationships
'successful selling is all about creating succesful relationships'
The action plan
- what
- when
- who
- budgets
Step 7
Evaluating your impact- what works?
How might you measure success?
- sales
- data capture- numbers on database
- media coverage
- campaigns
- google analytics
- Mailchimp
- tweet reach
- Facebook insites- share, reach
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