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E-Marketing URGENT - Need Help Fast!

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New Product Launch Directed At Busy, Stylish Women
Posted By: tanagudbranson on 11/2/2006 1:43 PM (CST)	250 Points
About 6 months ago, we started launching a new line of women's laptop computer cases. It is also a new brand (Gudi - pronounced as Good-ee), positioned as a practical and stylish laptop bag for busy, fashionable women. We have a small budget to launch this product. We developed our website (www.gudibags.com) and hired a PR Firm...Two magazines have featured us (so far zero sales), I was on a live, local show yesterday (www.sonoranliving.com) and two more magazines will be featuring us in November, as a great Holiday Gift to Buy. We purchased a list of HR women executives (1000 names/emails) in key metropolitan areas and have sent two 'cold' email ads thus far and we even included a 30% promotional code discount on the last email and still zero sales. How could we get better e-marketing results and do you have any cost-effective ideas on how to reach busy, fashionable women (target: 25-45+) who carry laptops? The holidays are coming up fast and my bags would make a perfect gift -- any ideas would be greatly appreciated!

Posted by: Harry Hallman	Accepted Answer
11/2/2006 2:51 PM (CST)
Are you sure you have your target correct. Wouldn't you want business women on the go and who are likely to have a laptop? That brings to mind saleswomen, especially in larger companies. You targeted well when you put this post up since most people here are in sales and marketing. You should be able to get on the various web sites that cater to fashion rather cheaply. For instance Jessicasstyle.com was about $100 for two weeks for a banner. Try Google Adwords as well and there is an online community called SocialDiva.com that sells email blasts and banners for a reasonable cost. Look for more like them. Harry Hallman .

Posted by: jordan.davies	Accepted Answer
11/2/2006 2:54 PM (CST)
This is out of my line but if I could make a suggestion. One thing you could do is go to a web site www.rephunter.com This site has about 9,000 reps who sell anything you can imagine on commision. Chances are you will find several people on there who are selling similar items to yours already and they would just add your product to their product lines. It only cost like $200. to join and the site has search features to locate the type people you want. It gives you phone, e-mail address ect. and they already have built in customers. You will get immediate responses.

Posted by: Positive Thinker	Member Response
11/2/2006 3:38 PM (CST)
Tana, I think your product is very nice, your website clean, easy to navigate and the names for your lines are great- I also believe that your target market could be a tad older. If you take a look at the over 45 market of women, who are working and will be working for the next 20 years you've got a huge number. I'm launching a website geared towards this demographics and your product is definitely something that would appeal to my audience. I know that doesn't help you right now -- (the advice you've seen from mprofs so far is all really good advice) just think about keeping this group in mind as you continue. Good luck and good work on your PR you landed some nice press! PT

Posted by: jpoyer	Member Response
11/2/2006 8:29 PM (CST)
Just a comment - your website features these stylish bags, and then ... the women in jeans and bare feet? And a tank? It just doesn't fit. It seems like the business woman would be a busy, fashionable woman who HAS to carry a laptop ... I'm leaning toward Harry's question of your target audience and how it's reflected in your website (and possibly other advertising efforts) ... My first impression was that the models didn't fit the product. Something to think about, anyway. Best Wishes, Jennifer XPRT Creative

Posted by: KathySmithFilms*	Member Response
11/2/2006 9:54 PM (CST)
Hi tanagudbranson, CONGRATULATIONS on your launch & success. My first thought after seeing your work is to let you know that after TV, Magazines and all the press there can be a bit of a measurable lag on return flows. With the new press that can also be positioned with similar market places like the Gap or Apple Stores. It's worth making a list of who you want to ask. This helps on economizing while focusing on getting more promo out. you're on the radar now. The experts here can most definately help you as well. Kathy

Posted by: shghosh	Member Response
11/3/2006 1:00 AM (CST)
The bags look great! Alongwith great features! Maybe you need to change from the Henry-Ford-isque all black into few other colors. When one buys a bag as an accessory its nice to have choice even if I buy black! Maybe a consumer insight would help here. Most working womyn executives get their laptops from their own organizations. The bags come with the product. If you tear a laptop bag all you need to put in a requisition and get another one. So in terms of investing in a smart great looking laptop carrier even at 30% discount doesnt appeal to womyn executives because somewhere the ownership factor is missing. An official laptop is a responsibility more than a possesion. So change the email marketing target segment to men- position it as a festive season gift along with your great discount offer. Time bound the offer- that should help. Also buy a list of 1000 womyn- 'own business owners'/ self employed running own businesses- their laptops are their own possesion. Let me know if you get a response rate there. In terms of long term strategy- tie up with 1 laptop seller and market your bag through that distribution in 2/3 cities- check out what your consumers are saying. Hold on for the magazine subscribers to call back- they will dilly dally but they will bite! Pls give 10 odds laptop bags to working womyn of all ages and ask them to use it for a month- then ask them what are the customisations they would want- you might be surprised to find they need more pockets/ wider straps,cosmetics pouch( given that its a habdbag + laptop bag) umbrella pouch etc. Add them to your design and market it on those benefits. Hope this helps.

Posted by: Gunjit	Member Response
11/3/2006 7:00 AM (CST)
Hi Getting straight to the point, the fact is that now you cannot change any of the product attributes like the design or the colors since the bags have already been manufactured. The only thing that can be done is to the selling now... When someone visits your website to purchase a bag one should be able to view and feel all the features and the looks of the bags from different angles instantaneously. You say that one of the characteristics of your targets is that they are "busy". Also that an interest on the internet in a product is generated within 5 to 10 seconds of ones looking at a product. To have a look at the different pictures of your bags one has to traverse through links and this takes more time than a busy woman would have. My suggestion is to include the different photographs on the first page of a particular kind of bag itself to attract the customer to purchase your bags. Women are generally more interested in the features, space available inside the bag. More pictures depicting this are essential right upfront. Putting up banner advertisements on some frequently visited websites by your target group is also a good idea. Although I have not given a complete plan as to how to go about it in total, but I feel that implementing these two suggestions should make an impact and not cost you much either. Best of luck...

Posted by: tanagudbranson	Author Response
11/3/2006 8:44 AM (CST)
Whew - thanks so much for the responses thus far. Henry - you're right, I do want business women on the go who are likely to have a laptop. But I also need them to be fashionable because I have found, such as Shghosh posted, most women get a free (non-fashionable, unisex) laptop bag with their work computer and they're perfectly fine with this. Thanks for the inexpensive banner idea on fashion sites, this provides me with a cost effective idea. I'll give it a try! Do you think cold email ads work to executive women? Jordan Davies - Great answer!!! I had no idea about the www.rephunter.com site...I'm definitely going to do this! Positive Thinker - You're right I shouldn't limit my target. If you have any cost-effective, quick ideas to reach this group or a few key websites or magazines for me to target, I'd love to have the info. In the future: I am looking to do another photo shoot with more traditional rather than casual business dressed women, will add to my existing line, and will change the website...but for right now Gunjitjn is right, I NEED TO SELL !!! Please keep the great ideas coming. Side note: I've been surprised to find out that some of my customers don't have a laptop at all -- they use Gudi bags for their files/binders and several carry their kids DVD player around. Hmmm...future targeting sectors.

Posted by: Positive Thinker	Member Response
11/3/2006 9:29 AM (CST)
T -- The list is long! Lots of internet sites for women out there -- more.com is a spin off of Ladies Home Journal targeting the over 40 market -- www.eons.com is another targeting the "boom" generation 50 and up (Includes men). some interesting sites where you may get reader response from include: stylehive.com,socialdivia.com,thisnext.com(very cool site). I will also strongly agree with gunjitgen -- I tried to find out what the bag looked like inside and had too many clicks away to find it-- once I found it I liked what I saw (I also would recommend changing the fabric inside (when you can - next round!) to some really nice designs -- paisleys, retro -- geometrics (like the belts) -- what a nice surprise to find that inside (while the outside is "business"). Love the idea of an "advisory board" who better than your clients to help you with your product! I agree also about models to reflect your clients and "busy, stylish women" -- there was some disconnect there for me. I know you will do well --- (I'll be buying one when I get my first sale!) PT

Posted by: Gunjit	Accepted Answer
11/3/2006 9:32 AM (CST)
Hi tana Since u have decided to look into the banner advertisement ideas presented here, it could help you if u try and create banner advertisements that can fit into the festive season of christmas and new year that is just round the corner. You also mentioned that this season can offer a great opportunity for sales. You could mention some promotional offers or discounts (e.g. a piece free on purchase of n number of bags.) Give the banner a look that fits into the christmas mood and gels well with the emotions during this period and keeping a semi-formal look to attract executives. This can be a nice time to sell since many organizations could purchase your bags in bulk to gift them to their female executive employees. Mention such an option in the mails that you send and also include it in the baner advertisements if possible. Such an approach to sell in bulk rather than targeting individual buyers could just click for you. Wishing you all the luck!

Posted by: telemoxie	Member Response
11/4/2006 7:57 AM (CST)
My initial reaction is the same as Jennifer's... I fully expected to see a female corporate CEO or at least a vice president or sales person with your bag... and I expected to see the bag in use... the picture should be in a boardroom or in an airport, the model should be older, she should be wearing shoes... I'd stress both the practical and the stylish aspects... the person who can afford this bag and who should buy this bag is probably a pretty sharp cookie, and I'm guessing she is on the go quite a bit. I'm a telemarketing guy, not an advertising guy, but if I were planning images for this site, I'd consider a contrast of two women at a business presentation: one with a bulky bag and a jumble of stuff with cell phones and cables and PDAs hanging out... and one a stylish and sharp professional... who gets the order? Who has the most fun doing it? Clearly I'd promote this to business travelers... if it were me, I'd visit airports to see if vendors there could pick it up... I'd go to a trade show with a fishbowl, a poster and one of these laptop cases - I'd approach someone who has a mediocre trade show booth, and I'd have a drawing (or daily drawing) to give away one of the bags, and I'd share the trade show leads. If you pick a trade show which lots of business women attend, this could get you exposure, leads, and give you a chance to get honest feedback from folks in your primary target market.

Posted by: Harry Hallman	Member Response
11/4/2006 9:46 AM (CST)
Emails will work if they are opted in to receive fashion information like on Socail Diva. It is certainly cheap enough to test anyway. I would also remeber that all your target is not Executive level. Many are saleswomen and other jobs that have needs for traveling laptops. And they can pay what you are asking. Good luck with your product. Are you also selling wholesale to stores?

Posted by: proeditor	Accepted Answer
11/4/2006 12:28 PM (CST)
Do you include a product picture in an email? I think your product is attractive and I'm in your market, but I'd probably ignore an email unless a picture hooked me to explore further. I may more likely, sorry to say, stick you in my delete box -- unread, assuming you're spam. Probably even report you as spam. I'd KNOW I'd notice a postcard coming in my home snail mail, especially with a 30% discount and an attractive product picture (minus the young model). If you can get a good mailing list, printing a postcard wouldn't be much of an investment. If people have heard about your bags through the other PR you've done, then a postcard will get noticed. Have you thought of selling on Ebay? It's often one of the first places I look these days when I'm shopping for ANYTHING (I like the "Buy it Now" items rather than the auctions). I've never done it, but I believe it is quick, easy and cheap to set up an account. You could list under the fashion categories (purses, etc) and computer accessories. You already have product pictures you could use. A quick search shows a lot of bags, but yours is probably the most attractive to me http://clothing.search.ebay.com/laptop-bag_Womens-Accessories-Handbags_W0QQ... I agree, for the future -- more pictures on your website and more colors in your bags. I've been needing such a bag and your price is good, but I really want a red one. And a pretty lining would be great! Not sure how expensive an ad would be, but airline magazines would be an excellent place to get noticed by traveling women. Perhaps you still have time before the holidays to hook up with a nice women's boutique, bookshop or other local specialty store to do a trunk show. Check out www.annrothshoes.com She's doing a great job marketing her product (at least in Atlanta). I haven't yet bought a pair, but I'm going to one of these days. Good luck and let me know when you do the bags in red!

Posted by: proeditor	Member Response
11/4/2006 12:50 PM (CST)
One more thing, as shghosh suggested, selling to men for holiday gifts is a great idea! Tell my husband I want one. Men are always wanting suggestions. Instead of a woman's boutique, as I suggested, work with a men's store -- ideally, have your product right there to sell (gift wrapped). Or if you can't do that, then hand each guy some information that focuses on "the perfect gift for that busy woman in your life" with a coupon, directing him to your website. Or have your laptop there and order it for the guy on the spot. Make sure you or your representative on-site looks like a fashionable business woman. A local boutique here sends an invitation each year to their mailing list (women) to pass along to boyfriends or husbands -- it's for a "men only" event, where they help the man in your life shop for you. The woman can even complete a wish list at the store ahead of time. I don't know what you can do with that idea, but maybe you can make something like that work for you. Are you only selling through your web site? If so, consider other distribution methods. Women like to see, feel and try-on purses.

Posted by: proeditor	Member Response
11/4/2006 1:04 PM (CST)
It's me again, sorry. I just now noticed that those belts are for the bags! The picture on your "Collection" page actually looked to me like the belt was on a woman's waist. I thought you also sold belts and even wondered why you didn't mention them in your question. So now you have a very cute product differentiator. I've never seen anything like that. It gives the bag pizazz. Now I can have the practicality of a black bag but the ability to give it personality, in fact, multiple personalities. But (you might not like this), I would want a least 2 belts to come with the bag. I want the versatility but don't want to pay $19 to $30 more for each belt. Next time you update the web site, don't call the belts "accessories," call them interchangeable bag belts or something. And on your home page, show bags with different belt options. Maybe I'm the only dense one, but you don't want people to make the mistake I did. How can I get your discount? And will you throw in an extra belt? I'm ready to order (seriously) or tell my husband to get me one for Christmas.

Posted by: Frank Hurtte	Member Response
11/4/2006 2:08 PM (CST)
i agree with the previous poster.. the big market for your product is the woman sales person. I would try to get an article placed in Sales and Marketing Management Magazine.... They have a section on fashion.. and after work.. this applies

Posted by: Positive Thinker	Member Response
11/4/2006 3:20 PM (CST)
Shoghosh and proeditor give great advice -- find a way to get this in their hands (mens) to purchase for gifts. There certainly is alot of dialogue about your product -- take note -- its a hot topic!

Posted by: tanagudbranson	Author Response
11/4/2006 10:22 PM (CST)
Hello to all- I've added Telemoxie's idea of 'ride on a trade show vendor's coat tails' to my 2007 marketing plan. I'll have to look into highly populated business women attended trade shows -- anyone know of any? I am selling wholesale to a few boutiques and have done a trunk show. FYI: the model is 35 (almost 36), a CEO and a busy mother. She wears Armani suits some days and Habitual jeans with a nice sweater on other days. Proeditor - two of my closest business gal pals had your same EBAY idea. Smart business women think alike. I'm sold....look for them on EBAY in about a week. You're not dense, if you didn't realize it, I'm sure others haven't as well -- and this is why this bag is so HOT and INNOVATIVE! Email me (tana@gudibags.com) and we can talk about throwing in an extra belt=) ************** WHAT A GIFT! **************** I'VE GOT A DEAL FOR ALL OF YOU BUSY WOMEN and FOR ALL OF YOU MEN THAT HAVE BUSY WOMEN IN YOUR LIVES: I'll give you (and any of your friends you pass this onto) a 30% discount on Gudi laptop bags. Go to www.gudibags.com and enter the coupon code GIFT30 during checkout (from Nov 8 - Dec 25, 2006). A Gudi bag arrives in a BRIGHT red box -- no need to wrap! See...I'm listening and appreciating all of the support and ideas. Thanks.

Posted by: sendai2020	Member Response
11/5/2006 6:46 PM (CST)
Hi I think you're doing all the right things in terms of a push promotion. The product seems fine too. However, I think your campaign is lacking in terms of pull. With a limited budget I think the best approach is to try and meet the consumer face to face at the grass roots level yourself, or with a small team. Micro-marketing I guess, in order to build your local market. This would involve concentrating time and effort on your local and regional market and the key consumers within it. The trade shows are a good step and so are the boutiques. At the risk of stating the obvious.... Try and generate word of mouth. Mediaedge (UK consultancy) found that over 70% of purchase decisions were mainly influenced by wom. In terms of communication around 10% of individuals act as opinion leaders. Their suggestions influence the remainder in terms of opinion forming, and ultimately purchase behaviour. Targeting the HR professionals was a great idea, but I think they need to be targeted in the right way. In general people don't respond well to unsolicted e-mail, many don't even open it. Theres' a higher response rate if it comes from people they know. Try to personalise contact. Do some research into the key players among your local business community. Ideally your PR firm will have done that. Many execs have blogs or a web-presence that would be good for an initial one-2-one approach. If they like your product they may mention it online, generating further buzz. You might also want to consider retaining an agency that specialises in guerilla marketing. It was mentioned before: Sending out free samples to opinion leaders is a good idea. Bring them on board in terms of feedback and suggestions. Try to get people to invest time and energy in what you're doing, they're more likely to talk about it within their social networks then. Use your own contacts and the contacts of your PR firm to try to spread the word at a personal, social level. Where do your key consumers hang out during lunch break ? Could you set up some sort of exhibition there? A stall maybe? Get as close as possible, and personalise the experience for potential consumers. This in turn would tie-in well with the overall image of your product as a designer executive accessory. Hope this is helpful and best of luck! Ranjana

Posted by: thinkmor	Member Response
11/6/2006 9:10 AM (CST)
Hi Tana I would agree with many of my colleagues above about your targeting and picture/model usage. After going through your website I recommend you do the following: 1) Add a Testmonial/What Customers Say section - to communicate what your current customers like and how they use their bags for. If you get permissions from customers, it's better to use real names and company info. You can use testimonials in email/e-newsletters, direct mail and in retail too. In addition, format testimonails along side products so you can include an emotive descriptor to move a browser to take action. 2) Research popular portals/blogs where your target audience frequent - do a joint promotion with a recognised brand familiar to your target audience. Offer a commission to your affiliate partner. Make sure any affiliate partner shares the same sort of brand values to yours so there is an obvious synergy. This way prospects will not be approached cold and you will get a better response. Check out Christmas opportunities. 3) PR - find relevant media your target audience uses and get your brand infront of them. Offer FREE samples to get your foot in the door with key publications/event promoters. Why not approach 'Geeky' IT publications to offer an alternative stylish laptop bag as you mentioned? 4) Radio - get on local business programmes. Do you have a brand story to tell? You can also plug the 'Mens gift idea' as given above by shgosh. 5) Remove CAPITALS in text - in your Discover Gudi section you have CAPITALS in your body copy which is not easy to read especially if you have long or several paragraphs. 6) Product Usage Shots - for future reference take shots, as well as more business ones, the bags used in different environments-maybe even more celebrity/high profile e.g. The White House, with the bags having different items in etc What about doing a maintenance care section for customers? What happens if I drop my bag, do you have any research in safety and accidental damage statistics regarding insurance concerns? 7) Star Customers Gallery - why not do a competition for 'Most Stylish Customers' offering a prize for the best picture from customers? You may need more time with this but something to bear in mind to engage and involve your customers with. Remember to drive offline marketing too to drive traffic to your website using any opportunity to get prospective/current customers familiar with your brand. You need to utilise all marketing channels to push customers to your site and generate incentivised and relevant campaigns/promotions/referrals to pull customers in. Cool product! Hope this helps. Zahid Adil

Posted by: tanagudbranson	Author Response
11/9/2006 8:54 AM (CST)
I'd like to thank all of you...Honestly, I could of awarded points to each and every one of you. I will incorporate most ideas into my 2007 plan. I gave points to those that gave me the cost-effective, quick ideas to reach my target ASAP. You were all great. I greatly appreciate this forum and all of your thoughts. Best regards, Tana

Posted by: proeditor	Member Response
11/9/2006 9:35 AM (CST)
Tana, Thanks for the points and best of luck. I just saw in the Levenger catalog, that they only offer 3 women's laptop bags (but several men's). All are leather (red, black or brown) and the most expensive is $288. That one comes with a matching laptop sleeve, which I think is a great idea because it offers protection. So maybe put that on your list too! (And you might think about your prices in comparison to these). I am still comparing my options locally, but may order from you as a Christmas present to myself. It's been fun, karen

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