I’m working with a group to write and create a new marketing/branding/insert-buzzword-here strategy for a 2 billion dollar a year profiting business. I don’t have an issue sharing the biggest problem with working with this client because my group is doing it for free.
The problem with free services like what my group is doing is you may – and it’s very likely you do – care more about the success of your effort than the client does. From your perspective of having nothing to lose, you can push boundaries, dance on the edge of remarkable and generally roll with any interesting idea you come up with.
From the client’s perspective, if they have nothing to lose, then why waste their time digging up extra information for you, loaning a few of their products to you or giving you a trial of their service.
I’ll show a perfect example below (spelling mistakes kept) from an email I sent to the client asking questions my group needed to know the answers to so we can reestablish the brand. Two takeaways. First, if they were memorable answers, you would be able to guess the brand, but I bet you can’t. Second, the client has given us nothing more to work from.
Is it stopping us? No. Is it holding us back from doing the best we can do. Definitely.
Stay Positive & Read On (founder’s name and business’s name altered)
Q1. Can you elaborate on Benjamin Gray’s statement that Le Croy makes customers feel “a little like coming home”?
Benjamin Gray just wanted to treat our customers like family and make them feel that Le Croy was a place for them to depend on for quality apparel.
Q2. What do you think is the “extra mile” you go for customers?
We make sure their products are top quality, we answer their calls, emails and social messages, if they have an issue we try to resolve it as quickly as possible, and sometimes we find someone that is not expecting to hear from us and surpise/delight them with new product or special items to say thank you.
Q3. Who are some influential people who wear your brand? Who in pop culture would you consider partnering with?
I don’t have the answer to this one today.
Q4. Can you list some causes your brand supports?
insert link to website
Q5. What are you currently doing with the email addresses you have of customers. Just a newsletter? Can you tell us more how you decide how often to send out an email regarding sales?
We send email daily, segmented by Men’s, Women’s, Kid’s and School Uniform. Home is a secondary message on many emails. We focus majority of contacts on driving sales for the business. Highlighting products that are relevant for the time period. We share promotions when they exist, we usually have 2-3 promotions a week.
Q6. What does wearing Le Croy clothes make people feel?
Clothes that make me look great, good quality, preppy dependable style, ties to nautical.
Q7. Why should the consumers care about Le Croy?
Releavnt styles, quality and great value.
Q8. What is the purpose of Le Croy’s PR Twitter account?
Le Croy has two Twitter account, one is the PR handle. The PR handle is to share news about Le Croy and events that Le Croy is participating in.
Q9. Lastly, we would like to know how each pair of insert company’s jeans is constructed. If you can tell us what materials you use? How the materials are acquired? Where the jeans are sewn together? As well as the creative process in designing the jeans?
I do not have this answer at this time
*To give the benefit of the doubt here. Perhaps this business is transitioning into a new economy layout and doesn’t have answers to the new untraditional marketing strategy basics. Regardless, telling us so would make it much easier to help them than acting like their brand is concrete and perfect.
**What do you think Le Croy could have done better to give us what we need to develop the best marketing strategy for them? What critiques do you have for my group and I? Share your input in the comments section below.
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