Branding, Marketing & Merchandise


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Presentation from BootCampPGH, April 21, 2007. A brief overview of marketing tips and creating merchandise for your brand.

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Branding, Marketing & Merchandise

  1. 1. Branding, Marketing & Merchandise BootCampPGH April 21, 2007 Lindsay Patross
  2. 2. Tip #1: Go for customer WOW <ul><li>Go for customer “WOW!” with your product </li></ul>… making your customer your promoter
  3. 3. Tip #1: Go for customer “WOW!” <ul><li>Target one simple question: </li></ul><ul><li>Would you recommend this product? </li></ul>Cite: Satmetrix (Bain + Fred Reichheld),
  4. 4. results of WOW Cite: Satmetrix (Bain + Fred Reichheld),
  5. 5. Tip #2: Have a clear, consistent theme <ul><li>Customers need to know what to promote </li></ul>
  6. 6. Tip #4: Tell your story <ul><li>Blogging is a great way to tell your story </li></ul><ul><ul><ul><li>People like to buy from people they like </li></ul></ul></ul><ul><ul><ul><li>People like to buy from people “like them” </li></ul></ul></ul><ul><ul><ul><li>People like to buy things that people “like them” buy </li></ul></ul></ul>
  7. 7. Tip #5: Learn from customers <ul><li>Blogging, forums, etc. are great ways to interact with customers </li></ul>
  8. 8. Tip #7: Be both active and passive <ul><li>Email and RSS </li></ul>
  9. 9. Tip #8: Find folks wanting to find you <ul><li>Social networking… be there </li></ul>
  10. 10. Why merchandise your brand? <ul><li>Promote your podcasts, blogs, Website </li></ul><ul><ul><li>Let your listeners spread the word offline… in new places </li></ul></ul><ul><li>Make money </li></ul><ul><ul><li>Capitalize on the love for your brand… fans buy gear </li></ul></ul><ul><li>Bring your online community offline </li></ul><ul><ul><li>Keep people engaged… and meeting!... when they are away from the Internet </li></ul></ul>
  11. 11. Blog Gear
  12. 12. The Gift of Merchandise <ul><li>Put your logo to use! </li></ul><ul><li>Think of items that can be used on a dialy basis. </li></ul><ul><ul><li>T-shirts, aprons & totes </li></ul></ul><ul><li>add your logo and the recipient will be reminded of your brand every time they wear your t-shirt to the gym. </li></ul>
  13. 13. Best practices in design <ul><li>Have just enough text </li></ul><ul><ul><li>People cannot read small font </li></ul></ul><ul><ul><li>Too much text is hard to read </li></ul></ul><ul><ul><li>Keep text near the top… lots happen at the bottom </li></ul></ul><ul><li>Location, location, location </li></ul><ul><ul><li>Front… message in their face, graphics work well </li></ul></ul><ul><ul><li>Back… give people something to read while standing in line </li></ul></ul><ul><ul><li>Sleeves… something different </li></ul></ul>
  14. 14. Front and Back
  15. 15. Text Placement
  16. 16. Promoting your merchandise <ul><li>Think about the merchandise as content… make it interesting </li></ul><ul><ul><li>Don't replace your content with merchandise </li></ul></ul><ul><li>Use pictures of what you… visuals attract </li></ul><ul><li>Add links to sidebar, footer, and emails </li></ul><ul><li>Add new products regularly </li></ul><ul><li>Run promotions </li></ul><ul><ul><li>Make limited edition merchandise </li></ul></ul><ul><ul><li>Have a t-shirt of the Month club </li></ul></ul><ul><ul><li>Do contests: Pick one winner a week from new newsletter subscribers </li></ul></ul>HAVE FUN WITH IT!
  17. 17. Getting started <ul><li>Chose a merchandising partner on the quality, style, and features </li></ul><ul><ul><li>The partner you chose represents your brand </li></ul></ul><ul><ul><li>CafePress and Spreadshirt are the leading solutions </li></ul></ul><ul><ul><li>Any time you spend on procurement, inventory, production or shipping is time away from your content </li></ul></ul>You can have a store ready in 30 minutes <ul><li>Quality : Research products, printing, and service </li></ul><ul><ul><li>Read forums, blogs and order samples </li></ul></ul><ul><li>Style : Think about the style you want to present </li></ul><ul><ul><li>Classic, fashion forward, adult, teen </li></ul></ul><ul><li>Features : Merchandise done by you, or customized by your customers </li></ul>