I am going to be the first to admit that starting a clothing brand is no easy task. It is not as easy as creating a few cool designs, dropping a few social media posts, and counting your profits. Now, I am sure that is what the gurus are telling you, but it is not that easy.
Let’s back up a month and address the elephant in the room. There was no marketing challenge update in September. What gives?
Well, to be honest, I was a little bummed about the state of the world, I mean there is no travel to Hawaii, I was working hard in my 9-5 trying to increase the sales pipeline, and I lost a little focus on Hawaiian Island Clothing. I took about 3 weeks off to focus on the here and now. There are really no excuses because even a small movement forward is moving forward.
Secondly, I was also struggling with the brand concept and needed to take a step back on the promotion of the brand. Here is the honest truth, I was trying to build a brand that I thought was going to be the next Hurley. I believe that I changed concepts because of the state of the world. No Hawaiian vacation, no Hawaiian vacation treads.
I sat back and thought to myself, I am pushing 40 and I have not touched a skateboard or surfboard in over 7 years. Yeah, I will jump on the longboard and go check the mail, but that is about it. I am no longer the ultra-hip skater I once was. So, I needed to go back to the original brand concept.
The brand was not me. I did not want to create another board company. I struggled and battled myself to get back to the roots of the brand and provide a sick shirt for that Hawaii vacation. I mean that is why I started the brand was because I was going to Hawaii, so I thought.
This struggle made me take a step backward, but I think that it helped move the brand to the right path.
So, as I relaunch the brand with a new content strategy, social media strategy, and new brand message it is time to get back into the marketing challenge to learn how to grow this thing.
Hope you are still with me because we are doing this thing.
November Marketing Strategy:
As the United States gets ready for Thanksgiving and the most important day of the year for most retailers, Black Friday, we are going to stick to our roots. We are however going to add in a little advertising this month and try to take advantage of the Holiday season. It is also important to start testing and producing ads. Advertising will be a big part of the overall marketing strategy in the future. So, it is time to learn what works.
November 2020 Marketing Plan:
- Post on social media 2 times per day. The content is going to be repurposed from 2 blog posts about the best Hawaiian beaches and tips to travel to Hawaii.
- Post 4 epic blog posts. I am going to find 3 topics (one is already written) that are high volume drivers. I am going to write what the industry has called a skyscraper post. Basically, this is a post that is better than what is out there now.
- Send a bi-weekly newsletter email. This is going to promote the blog posts and products that go along with it. It will also start to give us metrics to build a solid communication channel with customers.
- Place $300 on social media advertising with a promo video on Facebook and Instagram.
Not much, but it is a start and momentum moving forward. Every day there needs to be incremental movement forward on something.
Metrics from October:
- Website Traffic: 940 page views and 712 unique visitors
- Facebook: 63 followers and 1,115 total reach
- Instagram: 996 total followers and 3,482 total reach
- Email Marketing: subscribers 81, open rate N/A, click rate N/A
- Advertising Spend: N/A
- Revenue: $122.56
Here is the underlying good news, even with the lack of marketing effort over the last 4-5 weeks we still grew. We have slightly more followers, a bigger email list, and made a little cash. It is now time to keep things moving forward.