Product is ready; www.RedKoala.com is up… now what?
August 27th, 2008
I have worked very hard to build a website that is easy to maneuver, while allowing consumers plenty of options to create a customized product. Over time I have acquired wonderful artists, the equipment/vendors needed to print and frame high quality art, and the desire to start filling orders. Now that I have all of this in place, what’s next? Marketing seems like the logical answer. This requires me to completely change gears from the past 11 months of operations and business implementation to the more exciting area of marketing and sales.
I need to get the word out to consumers and build a distribution system. I have a three step approach: 1) get my products in retail; 2) educate interior designers on my product attributes; and 3) get my product displayed in baby publications, TV shows, and online.
I started on the first step this past weekend. One of my really good friends reps high-end baby apparel. She has a showroom at the Mart in Atlanta, which she allowed me to hang my art in during the largest show of the year. I had the opportunity to speak with a dozen high-end baby boutique owners. I was looking for feedback, and they all said I was right on track by offering something custom and easy to order. I encouraged each of them to go through the art on my site and test the canvas designer. I will follow up and hopefully get my products into a couple of their stores. More importantly I have the needed feedback and the confidence to approach other store owners about carrying Red Koala products.
The second step is to get in front of interior designers. I have no doubt that the flexibility and design elements offered on my site will be very appealing to this market. I plan to advertise through publications specific to the designer segment, and product placement through cable shows on networks such as HGTV. I am working on a press kit to send out to media outlets and an ad to place in various publications.
The third step in my plan is to reach my core consumer via publications and programming targeted at moms and gift givers. This seems like the most overwhelming part of my plan. There are so many magazines, TV shows, and websites targeted at Moms and young to middle-aged women. Not to mention the amount of clutter in the baby industry. This is an area that I am going to get advice on from my mentors and friends. As I learn tricks and processes for establishing an advertising strategy I will share them here through my blog. So keep checking back. The fun is just starting!
