Brand Involvement is Key to Marketing Success

Beyonce-Trade-Event-786079.jpeg

by Ralinda Harvey

While leaders of successful companies and brands often have very different working styles and personalities, they do have one thing in common:

They involve themselves in every aspect of their company and/or brand.

At a very successful company I used to work for, which I’ll refer to as Andi James, the owner, Andi, would always go to trade shows with the sales reps. This may have seemed a little annoying to some of the sales reps, but he wasn’t trying to micro-manage or schmooze with buyers. He was genuinely interested in all aspects of his company.

Like superstar Beyonce (who is personally promoting her line at a trade event in the picture at the side), Andi always seemed to realize he was no bigger than the people who supported him.

In contrast, I’ve seen many other designers ship off their sample lines to a trade show in a big UPS box, then wait by the phone to hear the sales rep talk about the great orders they got, or more likely, ramble on about how the show was slow and people just weren’t buying.

The message in all of this is to be involved with your showroom and the entire sales process. Yes, the relationship with your showroom is a partnership; however, an outside showroom is not your company, and they cannot cater to your interests all of the time. You should be involved in all facets of your company to protect and boost your brand’s interests.

So what are your interests?

1. Your Relationships. Going to trade shows will help build personal relationships with buyers – relationships that could possibly outlast your relationship with the showroom.

2. Your Insights. In most organizations, the sales people are the biggest knowledge keepers. People on the front lines have a unique and important perspective.

3. Your visibility. The press are a staple at trade events. They want to get good interviews and create interesting stories that can be turned around as quickly as possible. As the owner of your brand and company, you can help build intrigue, give quotes and secure helpful press coverage with your presence.

To read more about how you can boost your brand's marketing strategies, go to FashionablyMarketing.Me.

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