Written by a Contributor
No matter how awesome digital technology becomes, businesses must never become cardboard cutouts. If you’re a business owner, you have to realize and value the human condition. Our species loves thrills, and the ability to make our imaginations come true.
Digital logos, websites, video content, advertisements as well as products and services that exist online are modern marvels. We can bring to life our artistic impressions and give our business an interactively creative dimension.
However, as human beings we still have a part of our heart and minds, that needs meaning. We need something that is real and tangible, otherwise for some reason we feel it lacks credibility. Not being about to touch, smell, and see something with our own senses in real life, takes away our humanity.
If a business is solely online, this makes it lack soul. This is something that ecommerce businesses are learning at a fast pace and their transformations into the realm of reality is something that is making them even more successful. But how can you be real to your customers with this philosophy?
Slick merchandise line
Some of the largest corporations in the world have become symbols in the clothing industry also. Apple is one example that is perhaps the best to take inspiration from, as their logo has appeared on jumpers, jackets, jeans and caps to name a few.
Apple launched their own clothing line back in 1986, but only recently when their products have become hugely successful and popular in culture, has their clothes really taken off. Before it was seen as geeky and out of touch if you wore a technology or business’ clothes. However business has come to the fore for youngsters, as this new generation can be called the entrepreneur class.
Therefore take advantage of this opportunity to stick out from the others and be real. At first you should start off by contacting generic clothing production companies that can make your t-shirts, hoodies and hats. Organize your design team to come up with fresh artwork and slick styles for the clothes.
The clothing company will print your designs and your clothes will have a distinct look that immediately shows that the person wearing them, are supporters or customers of your business. However, although you should sell your clothes from your website, you should be offering them as merchandise at events.
Consumers who attend events that you’re showcasing in, can get a free hoodie, a free t-shirt or more when they make a purchase. Not only do they feel valued but they become your marketing instruments for free.
Exclusivity for customers
Someone who gives you their business time and time again, instead of going to other companies should be rewarded. Loyalty is linked to emotion, it’s not just some random act that is shown to anyone. People who care about what you stand for, love to buy your products and see what you have in store for the future, are among your most valued clients. Without this base of core supporters, no business can hope to live through hard times.
When economies crash, the loyal customers any business have will be the oxygen mask through the foggy storm. So, take the concept of exclusivity very seriously. Customers that want to be involved in some of your projects that are in the early stages or perhaps want to be seen publicly as a loyal customer, should be treated as such when you meet them in person.
Backstage passes and or elite class customers should be given custom lanyards with cards of unique detail. Lanyards stand out immediately as they are high up on the person, around their neck and with the card hanging, everyone can see they are your customers. It’s kind of like a public declaration of their support.
You can choose any kind of color and design for your lanyards but it’s best to keep them connected with your business colors. This could be your logo, the shade of a famous or popular product you sell or something similar.
When you’re at a conference or event, those that have bought your backstage passes or are elite customers can use them to get access to areas that no one else in the public can. For example, if you have a booth that displays your future projects, new designs and soon to be released products, those that show you their loyalty can be rewarded by experiencing them for the first time before anyone else.
Hear the young
When you go into towns and cities that have a large student population, you see lots of companies marketing their products and services to them. This isn’t just because they are fresh to the world and have to find ways of living on their own.
However, the way companies go after their business is all wrong. Usually, you see people that are similar of age and overly excited to go out and talk to students that are basically busy, hungover or not interested. Questionnaires and feedback specialists roam the streets during breakfast and lunchtime in the city centers as students will be looking to get a bite to eat.
It always feels like you’re being lectured or bothered when someone comes up to you in the street, even if they are polite. Better, to go to the university faculty and arrange to have an event for a few days on campus itself. Students come up to you at their will and you can hear what they have to say.
Not only do you get free feedback without having to entice them to stand still with your marketing teams in the street, but they get introduced to your business at a calmer pace. Those same people that hold questionnaires can be used, as their skills are still required but they work in a more relaxed atmosphere.
A business that refuses to be real, quite literally, won’t get far in terms of consumers forming a bond with them. You have to show that you’re not a faceless corporation that just wants money. Marketing your clothes to customers, give people a sense of being appreciated with exclusive badges to event and meet students that will be the next generation of consumers on their campus.
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