Branding, Marketing & Merchandise

BootCampPGHApril 21, 2007

Lindsay Patrosshttp://blog.spreadshirt.com

Tip #1: Go for customer WOW

Go for customer “WOW!” with your product

…making your customer your promoter

Tip #1: Go for customer “WOW!”

• Target one simple question:Would you recommend this product?

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

results of WOW

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

Tip #2: Have a clear, consistent theme

• 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

Tip #5: Learn from customers

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

Tip #7: Be both active and passive

• Email and RSS

Tip #8: Find folks wanting to find you

• 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

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.

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

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!

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