Day Four – Marketing

Now you’ve got your prototype and your brand, now is the time to put some time into marketing. How will you be presented to the market? In the two videos for today we will give you an introduction to marketing, and a broad overview of how you can use social media to achieve your goals.

Video Twelve – Introduction to Marketing

Flyers. Product information. Basic Website at some point (for now it’s Facebook). PR, Events, Articles. Influencers.

Find companies that you like the looks of. How do they come across – what can you copy from this?

Video Thirteen – Social Media

A great instagram account can be more prolific than a nice and cosy retail space. It can target a global consumer and increases your reach.

Why? Exposure! You’re one hashtag away from reaching a woman in Guatemala looking for your product!a #boombag (not to mention the monthly fix costs – but that’s another story)

So before the Superbowl Halftime slot, you might want to start with some DIY’s: social media accounts.
They are easy to set up but you need to be consistent and set up the right platforms for your brand.These might sound easy enough to create and manage, but this part is key!

I find Facebook to be way more invasive than Instagram for products/services, and harder to grow.

First of all, because people have to search for you and like your page.

Then, everything you post seems like a spam, you have to pay to get some reach, and if you actually ask people to like your page, it becomes a “charity case” for your high school mates and distant relatives.

Facebook can be good depending on what type of business you are setting up. Some people find it more intrusive as a business page, but right now in this first week of operations you want to set up a very basic presence on Facebook and Instagram – two widely used platforms that will get your products out there.

Instagram is great to tell a brand story and highlight your different products. It is easy to interact with and share different products. If you find Instagram is working for you, at some point you could think about upgrading to a commercial account – but for now, all you need to do is . Sign up and you’re off.

Remember – content is the most important part. What you share is your brand.

Sign up with you company name as a handle, and upload a photo for your profile. In the ‘about us’ link put a small bio of the company and eventually a link to where you are selling your product.

Even though they’ve added the “commercial account” which gives you the possibility of sponsoring your posts, and adding a “shop” or “contact” button, you still have to do “all the work”, and provide good content and decent hashtags for your posts.

Key Instagram tips

  • Use hashtags # to describe your products.
  • What are your competitors posting?
  • What is your target client posting and how can you join that conversation.
  • Just remember that your “commercial page” should not be an extension of your personal profile!
  • Do not post personal photos of your cat, your kids, your car, or, God help us, a selfie!
  • Even though you want to show your product as “relatable”, instead of a white background, don’t narrow down your audience. Did you see a lot of personal photos on your “role model’s page?
  • There’s nothing less professional than a CEO in taking a blurry selfie in a bathing suit, and putting in out there while expecting to pitch your brand to a buyer on Monday.

There are a lot of “insides” you can look into, and I’m not saying buy followers to look more popular. By no means!
I’m talking about spending a day to research: the best hours to post (on every time zone), what do the most liked photos have in common, that does a “product photo” or a “street style” imply, and even algorithms that help you target your “competitors” followers (talking about the people in a specific age group, location, interested in the product with similar characteristics, and of course, hashtags – while #architecture #ceramics #interiordesign, can narrow down your group or category of products you have “displayed” in the photo, #followforfollow followed by 35 hashtags, might not bring you the right audience (might bring you a full inbox of “follow back please” from teenagers based on another continent).

Other platforms

Pinterest, Tumblr etc. – Be familiar with these other visual platforms. Don’t try to use more than 2 platforms right now as you will spread yourself too thin.

Video Fourteen – Case Study