This is the fourth article in a five-part series that details exactly what you need to market your fashion boutique and make it a success.
Getting the word out about your fashion boutique takes more than simply printing catalogs and launching a website. You have to get the right message in front of the right audience at the right time.
Here are some tips for fashion boutique marketing distribution:
Direct mail is the best way to reach your fashion boutique customers. A calculated direct-mail campaign represents an investment in profit and should be approached with dedication. Consult a list broker or use the mailing list building tools available at PsPrint, develop a database of your own customers, and define a mailing list comprised of likely prospects.
Repetition is key: Instead of a one-postcard campaign, develop a strategy that incorporates multiple direct mailers during a six-month period. This contributes to your fashion boutique branding efforts and allows you to develop long-term relationships. By the time you launch your incredible offer, you’ll have established trust and credibility and will earn a higher response rate.
Here’s a sample direct-mail marketing campaign for your fashion boutique:
Week one: Send a catalog and sales letter introducing your fashion boutique, the lines you carry and the benefits to your customers.
Week six: Send a flyer or newsletter that highlights recent news about your fashion boutique. Include before and after wardrobe makeover photos.
Week 12: Send a booklet that details how to measure one’s body to get the perfect fit, what styles complement what body types, how to look slimmer or accentuate one’s hips or bust, and other valuable trade secrets your fashion boutique customers will appreciate.
Week 18: Send a calendar that showcases a different fashion theme each month. Include coupons, special sales, tips and fashion reminders for your customers. The more valuable your calendar, the higher your return on investment.
Week 24: Send a direct-mail postcard inviting potential clients to an open house or free wardrobe makeover event. Include a special time-limited discount to anyone who attends.
Week 30: Send a follow-up greeting card and include a voucher or gift coupon to express your appreciation, and offer to personally answer any questions potential customers might have.
You can deploy advertisements online or in the yellow pages, newspapers and magazines; as well as on the radio, television, billboards and any number of published mediums. You can also take your ads street side by placing flyers and posters on community bulletin boards, and university, office and industrial social hot spots. Word of mouth is the most powerful advertiser, so make sure friends, family and colleagues know what you do and are prepared to spread the word for you. You should consider handing out stickers and business cards to everyone you know for distribution.
Test, track and tweak – these three Ts will help you develop winning fashion boutique print marketing campaigns. Always test different variations of your print marketing materials on small portions of your mailing list before launching the full campaign. Sometimes a single word change can make a big difference in your return on investment.
Track your response rates and record who responds so you can further define your target demographics. Tweak your subsequent marketing materials to cater to this audience. Keep a database of customers and respondents, and evaluate recognizable trends so you can customize your offers. This is just another form of knowing your customers, but from an analytical perspective it allows you to make intelligent business decisions based on honest, proven statistics.