Tag Archives: Online Marketing

Is Your Fashion Brand on Instagram?

With so many mobile applications and social networks available, it can often become a daunting task to decipher which platforms are best for your brand. Factoring in time, resources, and manpower, we have to carefully pick and choose where our brands can be socially participating to the fullest potential. It’s no surprise that Instagram has become the fastest growing mobile application recently. The easy to share functions, photo filters, and the strength of an intimate community makes Instagram an attractive social platform, where fashion brands can easily establish themselves as authorities.

Whether fashion or luxury brand, we must not forget that we are still content producers on our social networks. Instagram’s share functions allow users to snap a photo from their mobile device and add an attractive filter (to give photos that instant cool factor) with the ability to share on Twitter, Facebook, Flickr, Tumblr, Posterous and Foursquare. Fashion houses on Instagram, like Oscar de la Renta, have done a superb job at not only sharing behind the scenes photos, but also displaying them on their other social networks like Twitter and Tumblr. This gives audiences welcoming access into the brand with just the swipe of a button.

Much like the micro-blogging platform of Tumblr, the allure of Instagram is heavily based on the distributing of visuals. Fans of fashion are visual people that are constantly looking for that conspicuous stimulation to take them outside of their daily lives and into the fantasy of glamour and luxury. Instagram gives us the space to share the small, intimate moments in our routines in a new, creative way. Kate Spade invites audiences into their world with photos of favorite New York City sightings, venues and restaurants. Using Instagram’s geo-tagging function, by citing the location in which the photos are taken, Kate Spade automatically becomes a reputable source of things to do and see in NYC.

Does your brand have a new product or piece that is need of a strong spotlight? Instagram is the perfect space for your emerging goods to take center stage, catching those prospective consumers that want a piece of your brand. The team at Club Monaco has done a great job of this, by posting images of staff members wearing pieces that have just been released or have just gone on sale.

The built in community on Instagram has a strong sense of intimacy that isn’t afraid to engage with the photos that fashion brands are uploading. The higher the level of engagement, the more likes, comments, and follows your brand can receive. Not to mention, you are presented with direct, instantaneous feedback in a single stream, specific to that image. Audiences want to know where they can get the dress that Oscar PR Girl is wearing in her style photo.

As Instagram is still considered to be in its infancy, only being launched a few months ago, every fashion brand is taking their own approach to fascinate their consumer and fan base on the application. The strengths of Instagram are the filter, social, community, and geo-tag capabilities. Never has a mobile application been able to have such a wide range of functions that users want right now. You can be en route to a meeting, see something interesting on the street, capture it, filter it, share it and you’ve already added some depth to the identity of your brand. The creativity and intimacy of communal photos uploaded on Instagram captivates voyeuristic users and it can certainly captivate the audience of your fashion brand.

Taken by Club Monaco via Instagram

Taken by OscarPRGirl via Instagram

Taken by Kate Spade via Instagram

Lala Lopez is a fashion journalist, stylist and social media expert based in New York. Her clients have included Betsey Johnson, Steve Madden, Jeffrey Campbell, and Solestruck.com. She has been featured on CNN, Teen Vogue Magazine and Chictopia. Lala shares her views on fashion, art and social media trends on her blog Lala New York City. (www.lalanyc.com)

Author: Lala Lopez

Copy Editor: Gina Conforti

Photo Credits: Kate Spade

Leave a comment

Filed under Ad Campaign, Advertising, Branding, Business, Communications Manager, Consumer Psychology, Consumer Psychology, Design, Digital Creative, Digital Marketing, Fashion, Fashion Competition, Fashion Designer, Fashion Industry, Fashion Marketeer, Fashion Marketing, Fashion Mercendising, Fashion Photographer, Fashion Retailer, Interactive Campaign, Interactive Marketing, Interactive Marketing Online, Internet Marketing, Lookbook, Luxury Brand, M-Commerce, Marketing, Marketing Manager, Marketing Mix, Marketing Strategy, Mass Market, Media Outlet, Merchandising, Mobile Marketing, Networking, New Product Marketing, Niche Market, Online Marketing, Online Product Marketing, Photographer, PR Manager, Presentation, Product, Product Advertising, Product Placement, Promotion, Publicity, Social Marketing, Social Media Marketing, Target Market, Technology, Trends, Viral, Viral Campaign, Web Marketing, Website

How Brands are using Instagram to Connect with Consumers

A picture is worth a thousand words, which may explain why Instagram has become the latest social network to catch the attention of brands. With over 1 million registered users, this photo sharing app provides a unique touch point for brands to engage their consumers while telling their story through pictures.

For those who are unfamiliar, Instagram is an easy to use iPhone application for taking, editing and sharing photos. As a user you have the ability to follow, comment and like other pictures. All these interactions make Instagram an ideal outlet for brands who are looking to explore new ways to reach their consumers. Already, nearly a dozen brands have created their own accounts, including MTV, Pepsi and even Playboy.

Instagram has been only too happy to accommodate this new interest from brands, and they have hinted that they’re currently working on changes which will allow brands to communicate more directly with users. One such change, which was rolled out last month is the launch of hash tags.

Hash tags can now be added to pictures via the caption or comment field. These tags help to aggregate pictures into their own special albums. This allows users to view a real time feed of content, based around a particular topic (similar to how hash tags work within Twitter). To view pictures associated with a hash tag tap on the tag text or use the new search functionality located under the profile tab. For those without a smart phone, pictures can be viewed via RSS feeds: http://instagr.am/tags/%5Bhashtag%5D/feed/recent.rss. Simply replace “hashtag” with the name of the tag.

Brands have been quick to take advantage of this new development. Brisk Ice Tea is using the hash tag #briskpics to collect photos, the best of which they will use to create 4000 limited edition cans. Charity: Water are asking people to use the tag #chatirywater to share images of water in their everyday life, while NPR is collecting user generated content using the tags #love and #hate to spark conversation.

So how can your brand use Instagram to reach consumers? Here are a few ideas to get you going:

1. Host a contest. Provide followers with a challenge to take a picture of something related to your brand. Alternatively you could provide the picture and ask viewers to come up with a unique caption. Best picture/caption wins.

2. Give a sneak peak. Whether it’s the first look at a new product or a few snaps behind the scenes, treat your followers to some exclusive content.

3. Create a real time album for an event. Allow attendees to share their event experiences by using a hash tag to aggregate pictures. This will provide you with a variety of content.

4. Connect with influencers. Check to see if your brand is already being talked about. Not only could this give you a hint as to the kinds of content consumers would like to see, but hash tags provide an easy way to track the people who are already connecting with your brand.

5. Show off a different side. Curate images that represent your brand personality. Connect with consumers by creating content around your shared passions rather than just your products.

Are you using Instagram for your brand? Have any other tips or best practices? Tell us below!

Original Source: Antleragency.com by Beth Tucker

Leave a comment

Filed under Ad Campaign, Advertising, Branding, Business, Business Plan, Case Study, Consumer Psychology, Consumer Psychology, Digital Creative, Digital Marketing, Fashion, Fashion Industry, Interactive Campaign, Interactive Marketing, Interactive Marketing Online, Internet Marketing, Luxury Brand, M-Commerce, Marketing, Marketing Strategy, Mass Market, Media Outlet, Mobile Marketing, Networking, New Product Marketing, Online Marketing, Online Product Marketing, Photo Shoot, Presentation, Product, Product Advertising, Product Placement, Promotion, Publicity, Social Marketing, Social Media Marketing, Target Market, Trends, Viral, Viral Campaign, Website

Top 10 Networking Tips for Savvy Networkers


  • .  Be Prepared. Savvy Networkers always have their networking tools with them at all times.  The Networking tool kit includes: an ample supply of business cards, your name badge, any collateral material (flyers, brochures, etc), and your marketing message (often referred to as your elevator speech).

    .  Arrive early. Savvy Networkers arrive early and have their business cards readily available and can relax and focus on learning about the other people in the room.  As an early, Savvy Networker, you can pause to calmly gather your thoughts and your intentions so that your time spent networking will be of benefit to you and your goals.  Preparation goes a long way in making you appear to be someone that other people will want to get to know.  People do business with people they like.  And you will be judged by others, like it or not, based on their first impression of you.
  • .  Have a plan. Savvy Networkers always have an idea of what the goal is for each event they attend.  Know, before going in, what the outcome is that you want for yourself or for the people you meet at each event.  Do you want to meet 3 people and focus on getting to know them really well?  Are you looking for an introduction to a certain type of client?  Are you looking for information or connections that will get you that information?  When you have a plan, it is easier to stay focused and achieve your expected outcome.  It also helps you to keep on track to help others in achieving their goals when you remind yourself to be generous with your own knowledge and connections.  And, when you have a plan it is easier to stay on task as you meet with people.
  • Be a Giver and/or a Connector. When you focus on “giving” and being helpful to others, the “getting” will come later … and it will come in unexpected ways.  Foremost to remember, is that no one likes a person with a “taker” mentality.  When you are generous, people will notice and repsect you for your kind nature.  And, people generally do business with people that they respect, trust, and like.  Act like a host at every event you attend by connecting people.  This can be a simple act of intruducing 2 people to each other or as elaborate as giving a testimonial about 1 person and their services to the entire group.  All of these acts allow you to focus on the “other” and grows your social capital in the room.
  • Leave your troubles behind. Put on a happy face at the door and remind yourself that it is “show time”.  This is your time to sparkle and shine.  People will look forward to seeing you and meeting you if you are energetic, positive, and outgoing.  Again, people enjoy doing business with people that they like.  BE a person that others will like.  Hopefully you’ve heard the zen expression “Be the ball” … well, whenever you have the chance, “Be the ball of the ball!”  Do not burden or bore people with your troubles or your problems.  Everyone has enough of their own, and, trust me on this, they do not need or want to hear about yours.
  • Listen with focus. When someone is speaking with you, give that person your entire focus.  LISTEN.  Really hear what the person is saying.  Keep your eyes and ears focused and keep your self talk and thoughts focused too.  The greatest gift that you can give to another person is to truly hear what that person is saying.  You’ve seen this before and it bears repeating: you have 1 mouth and 2 ears for a reason.  Listen twice as much and talk 1/2 as much and everyone you treat this way will think you are a genius!
  • Be Genuine. Everyone knows when someone is “schmoozing” on or at them.  And, no one likes being “primed” for the pump.  Be genuine in your interactions with others at an event.  Again, it comes back to building trust,  to building “brand YOU”.  There is a huge difference between being INTERESTED and in trying to be INTERESTING.   When you are interested in learning about someone and their business entirely for the sake of learning about the other person, you will leave a lasting impression as someone who genuinely cares.  On the other hand, when you are interested only so that you can take what you learn and then use it to make yourself or your products interesting to this person … well, my friend, you have slipped into the category of “scorched earth networking” and it is not a good place to be.
  • Do Teach/Don’t Sell. The Savvy Networker knows that the immediate sale of a product is not the goal in networking.  Networking is about building relationships with people who will be happy to tell others about who you are and what you do.  Word of mouth advertising is the most cost effective and powerful advertising.   At every opportunity, teach others about who you are, as a person, and what it is that you do.  Always present a clear emphasis on the type of client that you are looking for.  In doing this, you will be building a salesforce that can reach far wider than you can on your own.
  • Follow up. After the event, send a thank you card to each person that you had direct contact with.  Mention something from your discussion in the thank you card (it helps if you jot notes on the back of each person’s business card that you collect).  If there is a referral that you can supply to someone you’ve just met, include that in the follow up note.  Showing up and following up are the two most important parts of networking.  Showing up, in most cases, is the easy part.  The follow up is, sadly, the most neglected part of networking.  Since so many people fail to follow up, you can really stand out by just doing this simple act of reaching out to remind someone of who you are and what you do … and that you are interested in exploring a relationship.
  • Follow up some more! Depending on where you look, marketing statistics state that it takes 7 to 12 impressions for a consumer to make a buying decision.  It also take somewhere between 5 to 12 impressions to become “top of mind”.  AND those are the OLD numbers.  Because of the overload of information that we are all faced with every day, the number of impressions is actually quite higher.  It is more likely to take 15 – 20 impressions before you make the connections that you are looking to build! Meeting face to face is the 1st impression.  An email, a phone call, another card, a lunch date … don’t stop after 1 or 2 impressions.  Keep going.  Savvy Networkers know that to build strong relationships they must dig deeper and make the continued effort to build ongoing relationships!

Source: Top10networkingtips.com

Leave a comment

Filed under Branding, Business, Communications Manager, Consumer Psychology, Consumer Psychology, Fashion Industry, Fashion Marketeer, Fashion Marketing, Interactive Marketing, Management, Market Research, Marketing, Marketing Manager, Marketing Mix, Methodology, Networking, Niche Business, Niche Market, PR Manager, Presentation, Promotion, Publicity, Qualitative Research, Research, Sales Representative, Social Marketing, Social Media Marketing, Target Market

Networking Tips: How to Work a Room

Networking can serve as a valuable strategy for getting a lead on a job, gathering information, or catching the special attention of a company recruiter.

Most of us are not born minglers. Practice and preparation will help you develop the skills it takes to be effective at an Employer Info Session, a Career Fair, or other serendipitous opportunities. As difficult or awkward as it may feel at first, the ability to meet and make a positive, professional impression on people will become ever more important as your career advances and develops. Here are some tips to get you started.

Check your attitude

Many of us are shy or reluctant to approach strangers in new social situations, so understandably it’s not always easy to muster the energy to try and connect with people at networking events. That’s why it’s key to get mentally geared up before you even show up. Because your attitude often guides your behavior, you must overcome any negative self-talk that could hinder you from reaching out to others. Do these outlooks sound familiar?

  • “Why should I bother trying to impress this person? I’m only one of a hundred students this recruiter is going to see today.”
  • “I don’t think I know enough to engage the company reps in an intelligent conversation.”
  • “I’ve never really been good at meeting people. That’s just my personality.”

Such negative thoughts prevent you from pushing past any social roadblocks standing in your way. The truth is that many, if not most, people have similar thoughts in group situations and are just as hesitant to initiate conversations. But if you change your attitude from negative to positive, you can instead take the lead. Remember:

  • People enjoy talking about themselves. Ask them questions to get them started.
  • People feel flattered when you show an interest in them and their work/organization. And they will reciprocate your demonstrations of sincere interest.
  • You have more to offer others than you might think; just believe it.

Redefine what it means to interact with “strangers”

When you join a new student organization or club, you share certain interests with the members. When you go to a party, you run into people you’ve seen in class or around your dorm. A networking event is not really all that different if you view it as an occasion to find what you have in common with other people there. Commonalities help “strangers” connect more easily.

  • Take the initiative to approach others, introduce yourself, and share a piece of information that could reveal the common thread you share with them.
  • During conversations, listen carefully to discover shared interests or goals.
  • Use your shared background or interests as the basis for sustaining conversations.

Prepare and practice your self-introduction

To avoid being tongue-tied when you try to start a conversation with someone you don’t know, prepare a self-introduction that is clear, interesting, and well delivered. What you say about yourself will depend on the nature of the event, but in any case, it shouldn’t take longer than 8-10 seconds. Although practicing your introduction might at first seem silly and artificial, it will eventually help you make an introduction that sounds natural, confident, and smooth. Here are a few examples:

  • “Hi, my name is Catherine Lee. I’m glad to have this chance to meet you and learn how a psychology major can break into the pharmaceutical industry.” [Employer Information Session]
  • “Good morning, I’m Bryan Sampson, a former summer intern at your Los Angeles branch.” [Career Fair]
  • “Hello, my name is Jessica Garcia. I’m a junior rhetoric major looking to find out what it’s like working in public relations and marketing.” [Career Speed Dating Event]

Risk rejection – it’s not the end of the world

It happens. Some individuals may not respond to your introduction in the way you would like. If that takes place, don’t take it personally and just move on. As long as you maintain an outgoing and friendly attitude, you can plan for continued networking success by:

  • Identifying the goals you want to achieve at the networking event before you go (e.g., to learn more about a career, to develop internship leads, etc.)
  • Keeping a healthy sense of humor.
  • Treating everyone as you would want to be treated. Aside from being the courteous thing to do, you don’t know who might be helpful to you in the future.

And last, but not least, don’t forget how important it is for you to physically move around and about when you’re at a networking event. You can’t work a room when you’re sitting down! So get in there and show them what you’ve got.

Source: Career.berkeley.edu

Leave a comment

Filed under Branding, Business, Business Plan, Communications Manager, Consumer Psychology, Fashion Industry, Fashion Marketeer, Fashion Marketing, Interactive Marketing, Internet Marketing, Market Research, Marketing, Marketing Manager, Marketing Mix, Marketing Strategy, Methodology, Networking, Niche Business, Niche Market, PR Manager, Presentation, Promotion, Publicity, Research, Sales Representative, Social Marketing, Social Media Marketing, Target Market

5 Proven Ways to Create a Successful Niche Business

Too many business owners fish in the widest and deepest pools’ trying to be all things to all people. Offering a broad range of products and services to a broad audience and never really create the waves that lead to tremendous profits. By positioning yourself at the top of a smaller, well defined pool (or niche) you will set your business apart from the competition and create a profitable business.

Here are five proven ways to create a profitable niche business.

1. Define Your Market

Research the needs and challenges of your target audience and capitalize on those needs. Understand the community and develop solutions that appeal to a specific group. For example – Understanding Social media in Small Business is a need of the small business community, a niche market would be to develop a product or service that teach small business owners how to use social media in their business.

2. Create Your Product or Service

Based upon the needs of your target audience, you want to create a product or offer a service that addresses those needs. Many start with developing their products first without researching if there is a market for it. First define your audience and establish there is a demand for a new product and then develop it.

3. Create Your Brand Promise

The brand promise is a statement of what your customers can expect every time they engage with your company and is the center of your business. When a brand stands out with a strong promise that deliver value consistently, the value of your offering increases and customers will be willing to whip out their wallets and pay for your products.

4. Become the Expert

Position yourself as an expert in your niche and become the “go to guy” for this product of service. Showcase your knowledge and expertise by writing articles, participating in forums and providing tips, techniques and strategies in short, succinct messages via popular social networking sites.

5. Create specific messages direct to your niche

Business is conducted on an emotional level. Now that you have identified your market, built a community around your offering, you must communicate with your target market frequently. Develop specific messages targeted towards your niche market appealing to their emotions and demonstrating your benefits. It takes 7 times before somebody is comfortable enough with you and your expertise to buy from you so be specific, be credible and offer extraordinary value.

No matter if you are a retailer, service professional, internet marketer or mom and pop shop, you stand for something. There is a reason that you went into business and a reason why you want your business run a certain way. Building a brand starts with defining what is your core purpose and the inherent promise you are making to your customers and delivering value every time. Isolating your niche in your area of expertise and bringing solutions to a targeted group will keep the cash registers ringing every time.

Source: Nicebusinesssecretsrevealed.com

Leave a comment

Filed under Branding, Business, Business Plan, Communications Manager, Fashion Industry, Fashion Marketeer, Fashion Marketing, Management, Marketing, Marketing Manager, Marketing Mix, Marketing Strategy, New Product Marketing, Niche Business, Niche Market, Place, PR Manager, Price, Product, Promotion, Research, Social Marketing, Social Media Marketing, Target Market, Web Marketing

Up Your Marketing Game In 2011

The new year is upon us, and while the new year promises many new opportunities, they won’t magically appear without a game plan. Setting New Year’s resolutions is old fashion, and we all know they are most often broken. This year, set goals in the form of a marketing calendar. By setting a year full of achievable goals, you’ll set yourself up for success and create a game plan for 2011 to market your business.

Of course, everyone’s marketing calendar will be different, but I’ve laid out some ideas you can incorporate into your marketing strategy to get you started. 

1) January – Plan a marketing campaign calendar for 2011. Plan ahead to take advantage of seasonal events with promotions and leaves room to learn at least one new thing each month.

2) February – Share the love with your clients. The season of love is the perfect time to integrate or upgrade your referral program to ensure clients feel valued.

3) March – Sign up for my blog/RSS feed. I admit this seems a little self-motivated, but the key to being a successful marketer is to stay on your toes, and by receiving regular marketing information you create a reminder to stay on top of things. It also creates an atmosphere for you to continue learning each month without overwhelming yourself with too much information at one time. Plus the while reason I write my newsletter and post articles is to help stylists like you learn to market your businesses. So if you haven’t already, sign up. (See that box at the top of the right column, that’s where you can sign up for my newsletter. Above that look for the RRS icon to grab my feed.)

4) April – If you haven’t launched your business’s Facebook page yet, times a wasting. Everyday Facebook becomes more and more popular and more and more important as a marketing strategy. As previously mentioned, the stylist’s business lends itself perfectly to a Facebook strategy since our business is, after all, based on relationships.

5) May – Stock up on summer reading. Good idea is to buy books to help you create the kind of income you have always dreamed of from your favorite job.

6) June – As you head into the dog-days of summer, be a resource for your clients and potential clients. The summer is long and not so busy for most, so use your Facebook page to publish tips and information that you believe is interesting and useful for your customers.

7) July – Celebrate Christmas in July and use this opportunity to reach out to your clients and thank them for their patronage. Everyone expects cards in December, but sending cards in July is so unexpected that you will really stand out in the crowd.

8) August – As parents start to think about sending the kiddos back to school, it is the perfect time for you to remind them about a new look for fall. It’s also a great time to run promo specials for kids. What about steeply discounted kids’ rebate when mom/dad are shopping too?

9) September – By now you have mastered Facebook. It is time to tackle a new project, how about Twitter? For some reason, Twitter seems overwhelming, but once you get started you’ll see that it is very basic and lots of fun. Head over to Twitter to get started. Once you get the conversation rolling, you’ll be hooked. And better yet, your clients will be hooked on you.

10) October – BOO! Don’t underestimate the number of people who need a special look for October 31. Use the holiday to your advantage and market yourself accordingly.

11) November -Before the holiday rush sets in, set aside some time to take stock of what worked and what didn’t work in your marketing plan for 2011. This will help you be ready to prepare for 2012, and it might point out something that is lacking for the holiday push. If you never analyze what you have done, you’ll never see how to improve, so take a moment to reflect so you can adjust accordingly.

12) December – Remember the “dead zone.” If you plan correctly, you’ll be super busy during the week between Christmas and New Years, which will set you up for a great 2012.

Have a happy and prosperous new year!

Copyright (c) 2010 Tarsha Beavers

Leave a comment

Filed under Ad Campaign, Advertising, Business, Competitive Analysis, Digital Marketing, Fashion Marketing, Interactive Campaign, Interactive Marketing, Interactive Marketing Online, Internet Marketing, M-Commerce, Management, Market Research, Marketing, Marketing Mix, Marketing Strategy, Media Outlet, Methodology, Mobile Marketing, Networking, New Product Marketing, Niche Market, Online Marketing, Online Product Marketing, Print, Product Advertising, Product Placement, Promotion, Publicity, Quantitative Research, Research, Social Marketing, Social Media Marketing, Target Market, Trends, Viral Campaign, Web Marketing, Website, Window Display