One point I make in my seminars is the best way to introduce yourself to people who you want to meet is by letter. That is a piece of paper, signed, in an envelope and mailed.
I also doubt social media is any way to market. Yes, she is getting exposure, but Ogilvy 101, what about sales? Yes, she is getting 1.3 million in sales, but what about overhead? These Teddy Ruxpin, Pet Rock and Plastic clog things are fads, and end up net deficit unless they are converted to manias, like Ty Warner did with Beany Baby. That takes a completely different set of management decisions than this article indicates is being taken.
Check back in five years and see where this goes.
Feel free to forward this by email to three of your friends.
But to get into Nordstrom, Robinson employed an old-fashioned sales technique. “I wrote a letter to the buyers,” she told a Houston Fox reporter. “I didn’t think I would get in, but I did.”Now, I don't think this is the best way to get into Nordstrom, and you can be pretty sure after this article Nordstrom buyers are getting hundreds of thousands of letters, so this technique is now dead.
I also doubt social media is any way to market. Yes, she is getting exposure, but Ogilvy 101, what about sales? Yes, she is getting 1.3 million in sales, but what about overhead? These Teddy Ruxpin, Pet Rock and Plastic clog things are fads, and end up net deficit unless they are converted to manias, like Ty Warner did with Beany Baby. That takes a completely different set of management decisions than this article indicates is being taken.
Check back in five years and see where this goes.
Feel free to forward this by email to three of your friends.
3 comments:
She is competing on design though - although it is merely aesthetic. This looks more like a fad.
These flip-flops could turn into a mania - if she makes them a collectible item with different and limited designs.
How do you increase product sales by turning it into a mania like beany babies? Can this mania strategy be deliberate and planned for a specialty product?
Getting ahold of the reins of a fad and directing it into a mania is a deliberate act... the key is to NOT expand production, kill off the first designs fast and then keep introducing new designs... say monthly... (time sequence is part of the art...)
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