Case Study Crazy Trian
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Crazy Train is a women's western clothing brand founded in 2013 in Canyon, Texas. It has 6,300 registered retailers but only 70% are active buyers. The company uses various media platforms like Facebook, email, websites, and showrooms to promote its brand and sell to retailers. Facebook is its primary traffic driver, using brand awareness and product ads. It measures success of different platforms by sales numbers, though some like social media are harder to track. The company aims to bring trendy yet affordable apparel to the western fashion world.
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The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
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Case Study Crazy Trian
- 1. NEW MEDIA CASE STUDY 2016 By Sage Vincent
- 2. BACKGROUND Crazy Train started in April of 2013. Owners Kylee Schumacher and Jentry Benke Woman’s clothing brand, Western niche market Warehouse location: Canyon, Texas Business to Business Operation 6,300 Registered retailers only 70% active buyers
- 3. Mission Statement Crazy Train is a one-of-a-kind clothing brand for the WILD and BRAVE woman in us all. “We strive to bring apparel that stands out amongst the crowd but yet is affordable for everyday women. Young and trendy, our line brings a casual comfort to the western fashion world!” – Jentry
- 4. Stakeholders Shareholders (owners) – 2 Employees as of 2016: 8-10 Community – Canyon, Texas Retailers – 6,300 Suppliers – Factories in USA, China, India and Peru
- 5. Media Platforms #1 Facebook #2 Email Blast #3 Website #4 Show Rooms (Dallas & Denver) #5 FashionGo #6 Magazine #7 Instagram #8 VIP text messages
- 6. Facebook #1 Website Traffic Strategy Engagement Terminals – Wholesale Group / Fan Page Advertisement Breakdown 80% Product push to retailers 20% Page Post 60% Background Ad -Emails - Website traffic - Look-a-like retailer Brand awareness 20% Page Post - Look-a-like fan
- 7. Facebook Advertising Stats BA BA BA R R R R KEY: R – Advertisement to Retailers BA – Brand Awareness Advertisement
- 8. Background Ads : *Not a post but shows up on news feed* - Number of people reached - TARGET - New Retail Customers - MEASURMENT - Total number of Sales How? “Shop now button directs them straight to our website… More Orders = More Money!” - Kylee
- 9. Fan Page Post : *Shows up in news feeds* -Number of people reached Likes / Shares / Comments -TARGET - Brand Awareness – Crazy Train Fans -MEASURMENT - Unattainable with financials Why? “No way to gauge with sales number’s because Crazy Train does not sell directly to these consumers. We see results when our retailers buy direct from us” - Jentry
- 10. Email - 2 to 3 times per week - New Releases - Promotions: Free Shipping or Discounts - Restock on Best Selling Items - Measurement - number of opened emails - number of sales after blast Email
- 11. Website www.crazytrainclothing.com “The website is the only place to order from unless at a market. So all our post or emails direct the customer straight to the website.” - Kylee
- 12. Website www.findcrazytrain.com “This website is for the Crazy Train Fans who want to buy our products but are not registered retailers so they can look up retail stores near them by location.” – Jentry
- 13. Fashion Go – Online Market -Measurement – Sales total per day Showrooms - Dallas, TX market 5 times annually Denver, CO market 2 times annually -Hands on product -Measurement – Total purchase order sales Magazine – Brand Awareness -Measurement – Unattainable Instagram – Brand Awareness -Measurement – Unattainable Text Message – New Media -Measurement – To be Determined! Other Media Platforms
- 14. Equipment Nikon Camera D3200UPS Shipping Station Apple Desk Top Computer Pictures by: Sage Vincent
- 15. All Aboard! - Sage Vincent
Editor's Notes
- Started in 2013 with 2 employees being Kylee and Jentry. Second year 3 employs plus the owners. Third year 8-10 employees the employee rate has doubled every year because they are a growing company.