Category: Resources

Why You Need a Retail Calendar for Your Fashion Business

Why You Need a Retail Calendar for Your Fashion Business

A regular calendar just doesn’t cut it when it comes to the fashion business. You’ve probably heard of the retail calendar before. If you’re not actually putting it to use- you’re missing out. Unlike most relics of old retail, the retail calendar is not going anywhere anytime soon. It’s old school but timeless. It’s your go-to tool to get results and tackle sales planning and forecasting like a pro.

Here’s a couple of reasons why you should start using a retail calendar today…

Account for Variations in Time.

If you take a basic calendar and compare this day last year, you won’t get accurate results. However, the retail calendar will give you a clearer picture of the difference between this time this year and this time last year. This is because it accounts for different variations and variables. For example, this year June 12th falls on a Monday but last year it fell on a Sunday. The retail calendar provides the sales day equivalent of today’s date last year instead of simply the same date a year earlier.

The retail calendar is a 4-5-4 calendar. It allows you to compare sales week over week and year over year with comparable periods of time and standardized variables.

Track Holiday Sales.

The retail calendar lets you understand which holidays fall on which days. Not every holiday falls on the same day every year so it’s really valuable for planning. Use your retail calendar to organize sales/markdowns, newsletters, pop-up shops, events and more. When you know when holidays occur over a few years’ time, you can accurately compare sales performance while understanding the how and why.

Determine Delivery Times.

This calendar helps you determine when deliveries need to happen so you can figure out the best week to drop products. Download the National Retail Federation’s retail calendar to start planning production dates for the next few seasons.

See the Bigger Picture.

Add a retail calendar to your fashion business arsenal! You can look at your brand on the macro level- viewing a year in the past, today and two years into the future. Being able to assess this huge chunk of time all at once is really valuable.

Pretty much everything in the fashion industry is accounted for really far in advance because of the fashion cycles. In August, you’re selling Spring/Summer of next year to wholesalers while releasing Fall/Winter online and in stores. You’re also prototyping and developing samples for Fall/Winter of the next upcoming year. Expect to deal with three different seasons at any given time and use the type of calendar that rises to the occasion.

As a fashion brand owner, there are a few calendars you need to have onboard. Get a marketing calendar, one for sales, an accounting/financial calendar, another for operations and – the most important calendar of them all – the retail calendar. Most of these are based on the fiscal year so they’re not a lot of help when it comes to production cycles. But with the right calendars in place, you’ll have a much more accurate interpretation of what’s happened in your business.

Get a good grasp on the past, the present and the future.

7 Days to Launching Your First Great Facebook Ad

Facebook is such a powerful advertising tool. It is effective for both fashion retail brands with robust Facebook pages and those who do not have active Facebook pages- as you can drive traffic to your site and bypass the Facebook page engagement. Facebook for fashion startups and growth stage ecommerce businesses can be especially confusing and overwhelming. I’m not sure why the user interface is still so complicated.

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Driving Sales this Holiday Season: Black Friday to Christmas

Black Friday is upon us, and as a business that may not have $50,000 for an advertising budget you may want to re-consider what options you have. Not all businesses HAVE to participate in Black Friday or the sales leading to Cyber Monday. Your business is only responsible for catering to your audience. This is not the time to go all out on big campaigns if you are going to be bidding against big retailer budgets. This is time to communicate with your customers and take the time to reinforce your existing relationships.

If you will be participating in Black Friday and other sales this quarter then follow these marketing steps to create cohesive campaigns and see results.

Step 1: Research

Digital Marketing

You are no stranger at evaluating your own digital platforms, but have you really analyzed it? Spend some time looking into your own platforms to see what people are engaging with. Make note of that content. Is there a core user base of followers on your platforms? These people will come in handy. The more organic your engagement the less your digital advertising spend needs are. If you don’t have much organic engagement then you will want to increase your budget for paid marketing and read on.

Facebook Ads:

I’m not a huge fan of Facebook for Facebook pages, but I do think their digital advertising is really smart. Leverage hypertargeting ad placements to get specific with who ends up seeing your ad. Remember: It’s not about the number of people who come to your site, but the number of people who convert (a.k.a. buy things). Since you may not have a lot of time to test advertising to hone in on your Facebook target market, take an educated guess.

As you monitor and pivot your campaigns you may be able to make some tweaks based on what you find. For these ads you will be creating graphic assets to support it. If you need to hire someone fast to do it I suggest Upwork, TaskRabbit and 99designs. Make sure your ad lands on the right shop pages and that you have supporting banner ads to echo your messaging.

Example messages: Free 2 Day shipping Over $50, BOGO (buy one get one free), Free Shipping with Code HOL15.

Twitter Ads:

Twitter has updated their advertising platform to allow for more dynamic product advertising. If you have an active Twitter account then this is a good option for you. If you don’t then I wouldn’t suggest hopping on Twitter right away just to do these ads. The cool thing about Twitter ads is that they allow you to target your competitor’s handles directly. This will allow you to market to your competitor’s audience. If this is a good fit for you, you will need to reformat and change your ad specs to accommodate this platform.

Pinterest:

This is a good platform to use for selling. If you have been on this platform for a while I do suggest taking advantage of dynamic pins. At this moment Pinterest is getting ready to open up promoted pins, so you will have to join the waitlist to be notified when it opens up. When you do engage with dynamic pins and change pricing on your products it will bubble to the top of the feed for your followers.

Tip: Do price changes just for the weekend just to get the visibility.

Instagram:

Until they open up their platform to allow smaller brands to engage in advertising this will remain an organic channel for our purposes. The best way to leverage your organic audience will be through giveaways that generate likes, reposts and tagging.

If you have some time to do research into influencer marketing you may be able to get on the radar of high ranking influencers, but be cautious of high ranking influencers who don’t have much engagement on their platforms. Its too easy to buy followers these days, so if you get awed by an influencers 45k followers see if they have a 5% conversion rate (2,250 likes). To track your sales generated by Instagram use Google short links and alternate the products promoted on your channels by day.

YouTube:

Does your brand have a YouTube channel? Have you thought about partnering with a V-logger (video blogger)? If you have a YouTube channel, you may want to create a short promo video about the holiday season. Maybe it’s a sneak peak into the office and talks about your best selling holiday products. Maybe you are offering ideas on what to give for the holiday. These can be free to produce and be edited very fast. On YouTube make sure you connect the links to your product pages! If you couple this with an ad it could become a place to drive sales for your brand.

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Banner Ads:

Creating a banner ad on your site is a great way to harness your own traffic to convert. Keep your messaging consistent, especially if you have different ad promos running. Purchasing banner advertising on niche market websites is also a great option. Smaller, more targeted publications will also be speaking directly to your customer and they won’t be targeted by larger brands- so do some digging you might find some jewels.

Dedicated Blog Posts/Dedicated Newsletters/:

Similar to the Banner Ads, if you are looking for placement on another parties channel it takes a little time. Do some research into niche markets and find potential partners that your product will make a great fit for. It should be a natural fit, as if their audiences were to say “but of course this product/brand would go in my closet/shelf”. If you do find a great opportunity make sure that you find out the number of people your placement will reach, and what similar advertisements have converted.

Direct Marketing

Getting in front of your customer has to take on a 360o approach. It’s not enough to rely on digital to get the word out. It does take time to create direct marketing assets, find the right outlets, negotiate pricing and get placed. Long-lead publications take 3 months and smaller ones take about 1 month. Keep in mind that the holiday season is the biggest time for ad spending, next to the Super Bowl. The earlier you plan this- the better. While your timing and budget may be limited there are a few things you can do to generate sales.

Pop-up Shops:

Putting together a multi-brand pop up shop can happen very quickly if you already know whom you want to work with. Think about the brands that currently target your same demographic but are selling different kinds of products. Make sure your pricing is aligned, doesn’t make sense to have a luxury brand trying to sell to an entry-level price brand. Check out resources like thestorefront.com to get a read on what spaces are available in your target area. You will need to make sure you have inventory to sell and to make it a cohesive campaign will want to have postcards, stickers for shopping bags and back it all up with some placement on your digital channels.

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Postcards:

Having postcards handy are great for passing out at events, leaving them at local coffee shops, mailing out to your existing customer base and to your trusty list of bloggers and editors. Use a beautiful image of your product and include all of your relevant contact details plus a few key words or sentences about your brand. To get extra oomph out of it have small stickers printed up with a few targeted coupon codes. You can stick them on before an event or marketing opportunity to track effectiveness of bounce back to your site.

Print Advertising: Magazines, Newspapers, and Periodicals:

For a last minute strategy this type of outlet can be the toughest to target. I only suggest using these channels as a supporting campaign to your digital or live events. It’s tough to track the conversions on these ads, and even with bounce back codes the conversions can be quite low. Heads up: most print advertising will have longer lead times for deadlines. If you are running out of time but want to include this type of channel then look to weekly publications since they might still have some openings.

Step 2: Outreach

Since you are on a short timeline you need to find out quickly which paid and unpaid channels you are going to go forward with. Start by reaching out to the paid channels first to get an idea of deadlines and cost. Make sure to get all relevant data on the target market, reach numbers, and what assets you will need to create the best campaign ever.

Example Email:

Hi Cristina!

I hope you are great. I’d like to chat with you about November/December ad placement on Man Repeller. Could you let me know what your deadlines are for submission and your ad rates? Right now I am looking into <insert type of ads >.

Thanks!

Syama

Step 3: Budget

Now while we would love to do everything on our list of potential outreach, we need to optimize for budget and timing. Normally I would suggest we create the budget based on your overall marketing budget for the year, but if this is last minute here is what I suggest. Set aside a minimum of $50 a day on your digital marketing campaigns until you get some solid data on what is working. This should be evident after 7 days of advertising. Once you get a sense of your responsive target market then up your budget and keep trekking.

Creating graphic assets, while echoed throughout this guide, is often overlooked. This aspect can take time and you want to make sure you have the right dimensions and call-to-actions in place. If you aren’t creating these yourself then look to some outside help. A copywriter might also be in your budget if you aren’t the strongest writer. A general rule of thumb your annual marketing budget should be about 15% of your yearly sales. This very much applies to businesses that have tested and gained target insight.

Step 4: Develop Timeline

No matter how much (or how little) time you have a timeline is important. Create an excel spreadsheet with the platforms both paid and unpaid and track it out by week. What channels launch when and what assets need to be finalized by when. Also track your goals and expectations. Are you targeting a niche market? You might have a small outreach but a higher expectation on click throughs and conversions.

Tip on conversion: make sure you have a newsletter pop up ready on your site to capture all these new leads!

Step 5: Develop Assets

Get creative! If you don’t have Photoshop then I suggest using simple graphic design programs like Canva and PicMonkey. Make sure your graphic assets are cohesive, with the same branded fonts and design direction. For this reason it’s best to either have a style guide for consistency purposes or to have the same designer create all your assets and then create the style guide afterwards. Be clear on the dimensions you need and what content can be put on the graphics, or on the text portion of your post. Many ads allow you to create multiple variations to test your image and text, so be sure to take advantage of this.

Step 6: Launch

Whoohoo! You made it. The work is almost over. Remember to be patient and to keep in mind that marketing is a long tail game. The first time you see an ad will you buy it right it away? You might buy it, but you also might not. In many cases it takes up to 3 different social proofs before a potential client converts, hence why I push the multi pronged approach.

Step 7: Monitor & Pivot

Even if your campaign is only 7 days long it’s important to track data on performance. Use your timeline and goal sheet and add your results right next to it. If your campaign is longer, then monitor which ads are performing best and redirect your ad dollars to those ads. Having multiple styles of ads will allow you to compare more effectively. Maybe it’s the image with the model that’s getting the most traffic, maybe it’s the clear product shot. Creating the tests to get the answers you need.

Step 8: Recap

A post-mortem allows you to recap what worked and didn’t work during your campaign. Remember the whole point of doing all of this is to make sales! Over time you will develop the channels that work for your brand but you need to keep records so that next year when you start to plan for Holiday again you can improve your odds of conversions.

Tip: Add a reminder on your calendar for February of the following year to review your recap and start to think about holiday again.

Tips To Find The Perfect Co-Founder

This post was originally written for Create & Cultivate by me (Syama Meagher, CEO of Scaling Retail). Create & Cultivate Is an Online Platform & Conference Series for Female Entrepreneurs in the Digital Space. Its such a useful post, I wanted to make sure my readers saw it.

Many of us have a vision of launching a business with co-founder who is the perfect compliment to our right brain or left-brain selves. Strong creatives tend to seek business strength and vice versa, but actually finding the perfect fit can be more difficult than we like. This is largely because we 1. Travel in circles that tend to be more like us 2. Don’t understand our own personalities, weaknesses and core competencies 3. Are eager to find someone that when we do we say “YES” too quickly. There is a formula to finding the right partner and setting yourself up for success. Lets dive in.

YOUR INNER GAME

Your capacity to understand your traits as a leader is essential. Are you passive aggressive? Can you hire people well, but struggle with firing? Do you think you are always right? Maybe you have self-worth issues. Or, like me, maybe you are a work-a-holic and treat your business like it’s your first-born. No matter what your unique personality type, it’s critical to understand how you work and to be honest about it. Launching a business is not the time to work through your personal baggage, but you are the center of your business so these things do come up.  You need to square away personal obstructions and work through anything that might keep you from performing at your optimum. I suggest making a list of how you like to work, what types of personalities you have worked well within the past, and what might someone else need to know about you to know if you are a good fit for them. Do you like to do things last minute but never miss a deadline? Your potential co-founder will need to know not to worry about your commitment.

“Launching a business is not the time to work through your personal baggage.”

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WHAT YOU BRING TO THE TABLE

Aside from bringing a great idea to the conversation you need to stack up your skill sets. I always ask my clients to make lists: what are they really good at, what would they like to learn, and what is something that they would have to hire out/have zero interest in learning. If you are a creative that struggles with business matters or vice versa it’s important to itemize the specifics. I work with a lot of clients that are creatives and need a business backbone, and let me tell you, you can be successful doing it on your own, but it’s definitely easier when you are working with someone who loves MS Excel if you hate it.

MATTERS OF MONEY

Who pays for what? With a biz partnership it’s cleaner if both parties can equally split liability and expenses. Not only does this keep things feeling balanced, but there is true shared ownership. If going 50/50 is not a possibility and you are looking for a co-founder to fund the operation, you might actually be looking for an investor. In my experience having a co-founder that’s really an investor can muddy decision-making processes. A co-founder should be able to bring something beyond money to the table. They should have skills and expertise that will relate directly to the day-to-day operations. If your co-founder is unable to invest as much money as you are or nothing into the business it’s critical that you stipulate in your operating agreement how your investment gets paid back over time and if/when the company dissolves. At the end of the day this is about playing fair, doing what’s right for the business and yourself.

“Having a co-founder that’s really an investor can muddy decision-making processes.”

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DOING BUSINESS WITH FRIENDS & LOVERS

In theory it’s a wonderful idea to start a business with a friend or romantic partner. Working with someone you know you already like and have things in common can be very rewarding, but it does require knowing yourself very well to pull this off successfully. Before launching into a business idea with someone you care about make sure to ask yourself and him or her- why now? Why would you two be the best to do this together? What complementary traits do you have? Discuss how long you want to test the process and have a trial period together before committing to a contract. And yes, you will want a contract! Business amongst friends/lovers can still get ugly and you want to have a contract out of respect for you and them. The goal is to preserve the relationship and possibly launch an amazing business!

TINDER FOR CO-FOUNDERS

I wish there was Tinder for Co-Founders (kind of like Bumble BFF…). But as of now there are only co-founder sites that really focus on technology. Sites like CoFoundersLab, FounderDating, and Angellist are a few places to look if you are looking to start an ecommerce site, otherwise I suggest good old fashioned LinkedIn and reaching out in Facebook groups, friends and family. As you would on a first date, you need to make sure to meet your potential co-founder for coffee or a drink and not just trust the phone or email. You wouldn’t marry someone without really knowing him or her right? So why would you risk your financial investment working with someone you don’t know well. (Jessica Alba jokes that partnering up with her co-founder is like an arranged marriage.) I suggest dating around. Dating around means having lots of coffees and working on small projects with someone to test out the personality styles and core competencies. Think of it as an experiment. You could sign an NDA, but really, it’s not necessary unless you have a patent pending. Ideas are easy come, easy go, but execution is hard. You need a partner you can execute with that has a shared vision. Don’t expect your first couple dates will yield a co-founder! Be patient.

How To Finance Your Fashion Business

 

It is possible to make your entrepreneurial dreams come true with the right guidance. Everyone always asks how much it will cost
them? Learn how to finance your fashion business with these helpful tips.

If you are ready to launch your brand then set up a consultation. Email: hello@scalingretail.com. Scaling Retail is the consulting firm for retail globally. Specializing in startup and growth stage ecommerce, brick & mortar, and wholesale.

For more tips and exercises for building a fashion website check out
Creating Fashion Websites That Sell by Syama Meagher and Nicole Giordano: http://www.scalingretail.com/product/creating-fashion-website-that-sell/
Check out Scaling Retail website for more business ecommerce and retail tips, reviews and more: http://www.scalingretail.com/

Follow us here
Instagram: https://instagram.com/scalingretail/
Twitter: https://twitter.com/scalingretail
Facebook: https://www.facebook.com/scalingretail
LinkedIn: https://www.linkedin.com/company/nyc-retail-consultant

What I’m Listening To…Podcast Roundup

I love listening to podcasts. It’s such a wonderful way to pass time while doing other activities, and it makes it easy to be inspired and learn new things. You will be surprised at how your next great idea could come from a story about life-span longevity (TED Radio Hour) or Will Chamberlain’s underhand basketball throws (Revisionist History).
One example of an inspiring podcast is from the Malcolm Gladwell podcast: Revisionist History, the episode “The Lady Vanishes”. Gladwell introduces the concept of “moral licensing” in context of a famous female painter in 19th Century England, who was the first female to be included in a line up of male artists in a big art show. Her piece was chosen to be a part of a prominent collection Royal Palace. However, once she was selected the first time, the all male review panel chose to never accept her work again. The reason, Gladwell claims, is due to moral licensing. The male review panel felt that since they had included a woman once, they could no longer be claimed as sexist and they didn’t have to include a woman again. The woman, painter Elizabeth Thompson, eventually gave up showing her work and became resigned to a life of taking care of the home and kids never to paint again. Her painting? It still hangs in the Royal Palace! Lesson Learned: If you get a break, keep pushing forward and push hard. One opportunity does not ensure long-term success!
As you work your way through this list take a look at the last few episodes they have published and have fun!
PODCASTS

Human Interest


Business


Comedy!
I’d love to know what podcasts keep you happy, inspired and motivated. Please share in the comments below!
Syama Meagher is a retail strategist for brands and retailers. She helps entrepreneurs launch and grow fashion business through ecommerce, wholesale and brick & mortar. Syama is a former at Barneys New York, Gucci, AHAlife and Macy’s. To build your brand and create a profitable business check out www.ScalingRetail.com and email hello@scalingretail.com

How to Open A Fashion Boutique?


 

Thinking of opening your on fashion boutique, but don’t know where to start? Watch todays video going through the essential tasks you need to go through to get the ball rolling. Listen to how to nail your concept, financing your business, to where you will launch your boutique. Hope you walk away with some knowledge and motivation to launch your brand! Looking forward to your comments.

If you are ready to launch your brand then set up a consultation. Email: hello@scalingretail.com. Scaling Retail is the consulting firm for retail globally. Specializing in startup and growth stage ecommerce, brick & mortar, and wholesale.

For more tips and exercises for building a fashion website check out
Creating Fashion Websites That Sell by Syama Meagher and Nicole Giordano: http://www.scalingretail.com/product/creating-fashion-website-that-sell/
Check out Scaling Retail website for more business ecommerce and retail tips, reviews and more: http://www.scalingretail.com/

Follow us here
Instagram: https://instagram.com/scalingretail/
Twitter: https://twitter.com/scalingretail
Facebook: https://www.facebook.com/scalingretail
LinkedIn: https://www.linkedin.com/company/nyc-retail-consultant

Do Emerging Designer Platforms Help?

Vogue UK recently announced that Alexa Chung would be introducing a new program to the VILLIOD app to attract emerging designers to sell. VILLIOD is an app that connects consumers and influencers via moodboards that sell products. Think of it as a shoppable, mobile and cooler Polyvore. This app currently works on an affiliate marketing model. If I curate a moodboard and you click on one of the products I used it will take you to the retailers site. If you buy, VILLIOD gets a percentage.

Bloggers and online curation sites have been using affiliate marketing for a long time. It was the primary way bloggers made money before they started charging hundreds of dollars per post. Using an affiliate marketing platform like Linkshare or RewardStyle has largely been reserved for big brands, making it difficult for emerging designers to take advantage of this kind of large scale distribution.

VILLOID is hoping to change the game for the small brands out there. All you need is an online shop, high quality images, a product data feed, have your logistics set up to ship, plus a 200 pixel logo. But, should you be running to sign up for this new app? Lets weigh out the pros and cons.

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  1. Having distribution on another platform is great for positioning.
  2. Being on a platform with hundreds of other brands, many of them larger, may not get you the sales or traffic to your site as you might hope. Studies show that people need on average 5-7 touchpoints before they actually buy. Your products will need to show up often to get the conversion you seek.
  3. VILLIOD is a social selling app. This means that you will want to be active and engaging on it. Do you have the time to engage on one more social platform? I always encourage less is more unless you have the bandwidth to take it on.
  4. Having the opportunity for influencers and consumers to curate your product is an amazing way to showcase your editorial and best sellers. This could happen just by having your products on there without any engagement.
  5. Do you release new products often? Generally these types of platforms do well if you have new releases that come out at least 2x a year if not more frequently since the people following you will get updates.
  6. Right now VILLOID suggests and preselects influencers and brands that you follow when you sign up based on your tastes and preferences. If smaller brands can become a part of that suggested/preselect of brands then that would do amazing for visibility. The problem that emerging brands tend to have is a lack of budget to compete with the TopShop’s in advertising spend.

villiodemerge

Final thoughts: I’m thrilled that Alexa Chung will be supporting emerging brands in this endeavour. It’s definitely headed in the right direction. My hope is that it does a lot for the brands in exchange for the work it will take to be on it. What do emerging brands need in a platform? Beyond an avenue to sell product they need marketing! If VILLOID promotes these new brands and helps to even the playing field visibility wise, with the Oscar de La Renta’s and TopShop’s that they prominently feature then I am a resounding YES.

 

(Images taken from the VILLOID app and emerge.villoid.com)

 

Syama Meagher is the CEO of Scaling Retail, the retail consulting company for startup and growth stage businesses. She specializes in sales, marketing and merchandising for wholesale, ecommerce and brick & mortar. To retain Scaling Retail for your launch or growth email: hello@scalingretail.com

Why No One Reads Your Emails + How to Fix It

Why No One Reads Your Emails + How to Fix It

 

This blog post is going to change the way you send pitch emails forever. If you are lucky you will have caught the post in time to make it to “NET 30” the webinar on how to sell wholesale and be able to download the “12 Subject Headers to Get Your Emails Opened”. Enticing, yes? Read on.

 

I know you.

 

You are a brand owner looking to increase sales. I meet people like you everyday. You spend a lot of time developing your product, executing on marketing, and worrying about making more sales. If you are in the business of writing pitch emails ( emails to retail buyers, press, influencers and editors) then you know how frustrating it can be to spend a lot of time on getting everything perfect, writing you pitch email, then closing your eyes and pressing send. That moment you press send you have sent your pitch into the world and you want validation. You want the buyers to write you back and the editors to come a ringing. But, 99% of the time you send these emails you get crickets. Why is that? Why is no one opening? Then panic sets in, does no one like the product? Is it the pictures? What about the price?

 

The top 3 reasons why no one reads your emails are:

 

  1. Poor Subject Headers
  2. Too Long
  3. Too General

 

The Fixes

 

You need to change your mindset + take action to create an email that warrants an open or a response. Ask yourself before you write your next email, why should anyone care about what i am writing? How is this relevant to them? How am I helping them? Once you master the confidence your reader (buyer, editor, press, influencer, customer) will respond accordingly.

 

  • Poor subject headers: Be casual and confident. I cannot stress enough the power of not overselling in your subject header. Headers like “New Brand: FW 17” or “S/S 18 WRTW” is too general and to be honest will generate stress by your audience. Try something more approachable like “Hi”. You will be surprised at how many people actually open this. It’s usually a near 90% open rate every time.
  • Too long: If you email is too lengthy no one will read it. We are used to skimming! You should bullet point, italicize and bold key words and phrases you want to emphasize. You should also get clear on exactly you want them to do. Do you want someone to write you back? Set up appointment? Maybe you want to prep them for your follow up email or phone call. Get clear on what you want to say, why its relevant and what you want them to do. Try to do this all in 3 paragraphs.
  • Too general: How many times do you get an email that has nothing to do with you? That is called bad marketing. Don’t do that to the people you are trying to pitch to! Personalize each email and please don’t use Mailchimp or another auto-responder to send out mass emails when you are trying to create a personal connection. Make sure you nail the following: name, company, why you are a good fit for them specifically, what is interesting about your brand that they would find interesting.

Curious on how to track your opens? Make sure you have your corporate email running through Gmail and download Streak ASAP. This will allow you to track, schedule and optimize your email forever. You can send me a thank you email for turning you onto it 🙂

The Truth About Fashion Business Cards

The Truth about Fashion Business Cards

Who doesn’t love getting fresh business cards? There are so many options these days: embossing, extra smooth, textured. You might even have a slight obsession a la Patrick Bateman (American Psycho) “Look at that subtle off-white coloring; the tasteful thickness of it… Oh my God, it even has a watermark.”

These days business cards come in packs of 25 and 50 making it super easy to buy. But, did you know these little costs can add up? For every $50 you spend on business cards you might be able to add that to your digital marketing budget. Before you place your next business card order ask yourself:

1. Do I have an event or upcoming opportunity to hand these out?
2. Will these cards be used to go out with sales kits or customer orders?
3. Have I finalized my branding and company identity? Am I proud of what my branding says about my business?

If you answered YES to any of these then you are ready to create fashion business cards for your brand. Here are some innovative ways to do smart business cards.

1. Use your business cards as a smart marketing tool by adding a special code on it. Maybe it gets someone a free gift or discount when they enter it on your site.
2. Show a lifestyle image from your lookbook on the front of the business cards for the particular season you are selling. Buy in small quantities so you can re-up next season.
3. Illustrate one of your brand values on the front. This could be a picture of your team, your factory, a word or tagline that has high impact. Until your brand name is well known, you want people to associate your brand with something that resonates.

There are lots of other ways to get creative with fashion business cards, but please never spend a dollar on them unless you have a plan to get rid of them! If you need to revisit your cash flow, marketing and sales strategies give me a ring and lets get to work (syama@scalingretail.com). No more spending money on things that don’t work for you.