MARKETING PLANS FOR A CLOTHING COMPANY OR MERCH | 2019

Weather for consulting for a small startup brands is the same way that I approach marketing as if I were working in-house and directing a bigger apparel company.

[01:06] So the last brand that was with a one we hired for that position, it was a digital marketer and what I'll have them do is present a, just the way we present aligned quarterly with the seasons. I will have a marketing person present quarterly what their plans are for the company. And so let's back up and, and if we have our marketing cap on, if you're a solo preneur, whatever, um, then we're just trying to build awareness for the company. Now if you're a, if you're a one man or one woman army, um, then that's going to encompass a lot of things. Digital marketing now really talks about sales inside of it as well. Now I'll delve into that, but first, let me say, I like my marketing guys to present a quarterly plan of how they want to attack marketing so that simply details and outlines, um, even if it's sketches, if it's not set in stone because in a lot of ways as a presentation and they're waiting for, um, you know, my approval on moving forward with any of those campaigns.
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[02:15] So you know, just what those campaigns are. So via your research as a professional marketer who is relevant, what is relevant, what do we need a part of, so that can involve events, festivals, like, like festivals, concerts, um, anything, anything that's in and around the space that your audience is showing up to and are knowledgeable about or that is, that's important to them and things that are fringe things that we, we might not be capitalizing on a company, but we should be a part of that can also involve other companies collaborational like just example, like a food company or something like that. Um, anything interesting that, that is noteworthy that will bring a greater awareness to the company but in detail. So the next step is how do we do that? Right? So I like quarterly or if you're, if you're a super, super small company, just just go do the year Gimme Gimme 12 things in the year.

[03:11] One thing for each month that is going to be remarkable, remarkable. A event or, or just anything to be a part of for the company so that they can attach to something every month of the year. That's something is going on, so the presentation also should include what influencers you're going after. Okay. Now obviously everyone has like dme for business details, inquiries, collabs, that sort of thing. Um, and so a lot of the influences that you might think of a might be really, really big. Here's the thing, do it to scale to the company, the size of the company, but really the budget you have. Because all of these, I'm friends with a ton, ton ton of influencers. Obviously you're watching me on youtube. I embed the youtube space all the time. I'm the one here in Los Angeles and so I hear about how they negotiate rates and so it's a wild wild west still for a lot of people who are new to trying to negotiate how they play out any kind of brand deals.

[04:15] So you can find someone who's micro and very niche and hasn't done a lot of brand deals and say, hey, so we're an upstart company. This is send them your deck and say hey, this is what we're about. I'm obviously we'll give you clothing. Like, like what can we work out with you? Because you know, we want a part, we want to have you as part of our campaign for this next coming year and we really love everything you're about. And so, but we don't have a million dollars. So that sort of thing. Okay. So, um, so influencers you should be linked up with. And then I'm also that my sub note on that is be strategic. Do a little bit more research. Most of you will have more time than money to spend on the company. And so yeah, the good thing about social media is that there's a ton of different people you know, you can, you can find someone with a smaller audience who might be more grateful and we'll do put more elbow grease into.

[05:09] I'm working with you guys the first time I got a DM or an email about a brand deal. I was stoked and I didn't have that many subscribers. I don't have a lot of subscribers now compared to my friends. They all have like 200,000 subscribers or, or, or what have you. But um, but in any case, um, I was willing to go a lot further because they were like one of my first brand deals so you can have that experience too as you're creating your plan for marketing. So just a note on that. Um, so yeah, a quarterly or a yearly plan of events, influencers that you want to be a part of and remember the whole, the whole, the whole thing is trying to create awareness for their brand. And the reason I'm going at it in detail in this scale is because probably 90 percent of you guys watching our startup brand or bootstrapping it and so you don't have, you're not funded like, like some of the projects I've talked to are funded, right?

[06:05] So, so, you know, we're going to talk on a different level of the type of projects and resources that we have available to us. Right? But if you're bootstrapping, these are the kinds of things that you want to think about. So, um, there is a lot of detail. And so facebook and Instagram, as I always talk about for marketing, it's still super relevant in 2019 for sure. Of course you want to be on the lookout for new social media platforms that are kind of edging up and creeping up. Um, and so the Gary, Gary Vaynerchuk, a part of me wants to say that, that at least grab the handle and Gary's like go ham on it and try to conquer it for me, I choose, I pick and choose where I conquer, but no one can debate that. Instagram and facebook and now sort of an older demographic is on facebook.

[06:53] So I'm waiting to see everyone is on instagram. So they're the communicating through a snaps and using stories and then that's going to age as well too. But um, the, the real younger generation, I mean instagram for now. So depending on your demographic and who you're targeting for your target market for your company, instagram and facebook is going to cover that. So in terms of gaining followership, you should definitely set goal numbers and look at the analytics of how your instagram handle and how your facebook is doing. You should have those up on the wall. Uh, you don't see it because I'm, this is my background for Instagram, what I have on wall every single a handle and um, and facebook that I'm working on kind of a for me, I don't get a, it's lasted the line for the other branded John Phenom stuff because I'm working on other client work which is, which is more of a priority.

[07:53] Um, but in any case you should know that it should be up on a wall somewhere so that you're cognizant of a trying to get a goal number. So again, if quarterly, I like to see, we want to go from this number to that number. Now, the detail of how to get from here to there, there's a million, million and a half people that are selling courses or dropping youtube videos on how to gain a bigger subscribership or followership for any of your social media stuff. So I'm not gonna go into detail on that because there's like gurus and people for that, but you best believe it's, it's a huge part of what we will debate and talk about. And, and, and, um, if I, if I hire a marketing person, I want to hear their expertise, the reason I'm hiring them as they brenda have, you know, their expertise on, onto how to grow that stuff because if I wouldn't be going at it for blood, if that's the only thing I had to do, but typically in a project situation, you know, I'm directing traffic sort of, um, so, uh, if you're a solopreneur, you going out of the lawn, like, then, then bide your time.

[08:56] Well, okay. But be cognizant of the focus of that. Right? So that, so, so I'm, I'm using broad strokes and then getting into a little bit of micro detail, but you can understand what I'm saying. I'm in between this whole video because I don't want to be, be an hour long. Um, and I think that covers it though. So facebook, instagram, I would do quarterly. If you're really small, just do the year and pick out something for each month of the year that your days doing big, uh, do an aspirational of like events you'd like to be part of, whether it's sort of a complex con or a small trunk show, those are always great. A unique la, like that sort of thing. Any kind of pop up shops that you want to do on your own, that sort of thing. Um, and then figure out the math from there, right?

So you can get an aspiration of things you'd like to do and have a target. Then you can chisel down , this kind of budget or offering that we have for social media influencers. So all of those should have its own category within marketing in terms of China gain awareness on, oh gosh, so many viewers to shoot off of this. There's, in getting more views doesn't mean more buys. So that's a whole nother video of conversion, right? So people who are liking or, or just browsing versus people who hit the buy button, that's a whole nother video, but we're talking about marketing and awareness for now. Um, digital marketing is going to involve both because you have that person should be running the shopify, but in any case, um, quarterly or yearly presentation where you have a game plan of all of the aforementioned, um, are all relevant things that you should, um, you should be talking about for the marketing aspect of your clothing brand

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