Question

Topic: Advertising/PR

Low-budget Advertising For Maximum Results

Posted by Anonymous on 2/9/2004 at 8:48 AM ET 250 Points
How Can low-budget Advertising achieve maximum results for a small start-up dealing in Fashion & Sporting Good Retail items.
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RESPONSES

  • Posted by Blaine Wilkerson on 2/9/2004 at 9:02 AM Accepted
    First of all, it all depends on the form of the business....

    Virtual (Online):

    I recommend opt-in email ads and newsletters. There is an excellent resource at: https://www.pepperblue.com

    He is a current Top 25 Expert and has extensive knowledge of this niche. Eamil lists for targeted demographics are rather inexpensive and combined with powerful/creative approaches, they have been proven to produce much success.

    Physical (Inline store or kiosk):

    I would start off with becoming a member of your local Chamber of Commerce (usually around $300). They can provide you with mailing lists for specific zipcodes and demographics in your area.

    Devise a brochure or flyer (I can do this for you) and send out a mass mail campaign. The post office gives bulk rates for zipcode mailers.

    Another thing to consider is adding a promotion to the advertisement. Check out your competitor's promos and prices and beat them!

    Interestingly, you can combine the two strategies for both business forms. It's just that I feel that each strategy has a certain priority with respect to the form of the business.

    I can give you more details and insight via email if interested: jett_enterprises@cox.net

    Good Question and Good Luck!!

  • Posted on 2/9/2004 at 9:32 AM Accepted
    Great ideas so far. But are you sure you want to go the retail route and compete head on with savvy e-fashionistas?

    How about distributing your brand first? Set up a showroom and get yourself some excellent salespeople who already have experience in the fashion or sporting goods industries (many represent various brands and have an existing client base, which is a plus for you as you are a start up). Check out WWD to find them.

    There are so many great swimwear/sportswear trade shows where buyers from around the world congregate. Start there. You could call the Miami Merchandise Mart to get more details.

    Good luck,
    Ricky

    PS..(I speak from experience: I launched an Italian swimwear line in the US).
  • Posted on 2/10/2004 at 9:01 AM Member
    Hi again.

    I really don't think that you can or should spend those big advertising bucks when everyone else online is going to go head on with you. You would be throwing that money in the trashcan, since not many end consumers are going to be appreciating that investment. Why "talk" when no one is going to "listen"?

    Two things. One is PR. Two is excellent salespeople. If you get into the right magazines and the right retail stores, you're in the money for now. Then you can think about expanding (and here we're talking investment and differentiation--is that what you meant by "expanding brand representation"?) and then increasing your brand value. However, don't ever lose sight of your brand image, even now, since you're going to be banking on it in the future. This means be careful which salespeople you choose (and which other brands they represent), and be careful what your brand communicates from the get go.

    Also, think outside the box. Yes, it's true that in the US, competition is fierce. Again, I'm not exactly sure about what your products are or do, but how about diving into Europe? Going global is so easy these days and it gives you that extra push (and profits) to tackle the US market.

    Best wishes.
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