Branding, Marketing & Merchandise BootCampPGH April 21, 2007 Lindsay Patross http://blog.spreadshirt.com

Tip #1: Go for customer WOW Go for customer “WOW!” with your product … making your customer your promoter

Go for customer “WOW!” with your product

Tip #1: Go for customer “WOW!” Target one simple question: Would you recommend this product? Cite: Satmetrix (Bain + Fred Reichheld), netpromoter.com

Target one simple question:

Would you recommend this product?

results of WOW Cite: Satmetrix (Bain + Fred Reichheld), netpromoter.com

Tip #2: Have a clear, consistent theme Customers need to know what to promote

Customers need to know what to promote

Tip #4: Tell your story Blogging is a great way to tell your story People like to buy from people they like People like to buy from people “like them” People like to buy things that people “like them” buy

Blogging is a great way to tell your story

People like to buy from people they like

People like to buy from people “like them”

People like to buy things that people “like them” buy

Tip #5: Learn from customers Blogging, forums, etc. are great ways to interact with customers

Blogging, forums, etc. are great ways to interact with customers

Tip #7: Be both active and passive Email and RSS

Email and RSS

Tip #8: Find folks wanting to find you Social networking… be there

Social networking… be there

Why merchandise your brand? Promote your podcasts, blogs, Website Let your listeners spread the word offline… in new places Make money Capitalize on the love for your brand… fans buy gear Bring your online community offline Keep people engaged… and meeting!... when they are away from the Internet

Promote your podcasts, blogs, Website

Let your listeners spread the word offline… in new places

Make money

Capitalize on the love for your brand… fans buy gear

Bring your online community offline

Keep people engaged… and meeting!... when they are away from the Internet

Blog Gear www.CraftBeerRadio.com

The Gift of Merchandise Put your logo to use! Think of items that can be used on a dialy basis. T-shirts, aprons & totes add your logo and the recipient will be reminded of your brand every time they wear your t-shirt to the gym.

Put your logo to use!

Think of items that can be used on a dialy basis.

T-shirts, aprons & totes

add your logo and the recipient will be reminded of your brand every time they wear your t-shirt to the gym.

Best practices in design Have just enough text People cannot read small font Too much text is hard to read Keep text near the top… lots happen at the bottom Location, location, location Front… message in their face, graphics work well Back… give people something to read while standing in line Sleeves… something different

Have just enough text

People cannot read small font

Too much text is hard to read

Keep text near the top… lots happen at the bottom

Location, location, location

Front… message in their face, graphics work well

Back… give people something to read while standing in line

Sleeves… something different

Front and Back

Text Placement

Promoting your merchandise Think about the merchandise as content… make it interesting Don't replace your content with merchandise Use pictures of what you… visuals attract Add links to sidebar, footer, and emails Add new products regularly Run promotions Make limited edition merchandise Have a t-shirt of the Month club Do contests: Pick one winner a week from new newsletter subscribers HAVE FUN WITH IT!

Think about the merchandise as content… make it interesting

Don't replace your content with merchandise

Use pictures of what you… visuals attract

Add links to sidebar, footer, and emails

Add new products regularly

Run promotions

Make limited edition merchandise

Have a t-shirt of the Month club

Do contests: Pick one winner a week from new newsletter subscribers

Getting started Chose a merchandising partner on the quality, style, and features The partner you chose represents your brand CafePress and Spreadshirt are the leading solutions Any time you spend on procurement, inventory, production or shipping is time away from your content You can have a store ready in 30 minutes Quality : Research products, printing, and service Read forums, blogs and order samples Style : Think about the style you want to present Classic, fashion forward, adult, teen Features : Merchandise done by you, or customized by your customers

Chose a merchandising partner on the quality, style, and features

The partner you chose represents your brand

CafePress and Spreadshirt are the leading solutions

Any time you spend on procurement, inventory, production or shipping is time away from your content

Quality : Research products, printing, and service

Read forums, blogs and order samples

Style : Think about the style you want to present

Classic, fashion forward, adult, teen

Features : Merchandise done by you, or customized by your customers