Know-How Exchange : Branding

OK, so you have identified your product, what it does, developed a marketing strategy (objectives), and...now what?

Somewhere between "what it does" and "marketing strategy", you need to determine not only your target audience, but what THEY need relative to your product, where to find them, and where they go to buy stuff. In short: Consumer research and survey/focus groups.

Simply having a great product with excellent features and an outstanding list of objectives is not enough. You have to discover the true NEED and perhaps more importantly, what it is you are actually selling. You may be surprised to discover you may be focusing on the wrong aspect of your product.

Check out this article to see what I mean:

www.marketingprofs.com/2/fischler1.asp

After you determine what your product REALLY does (i.e. A DVD player doesn't just play movies with This feature and that , it provides quality, affordable family entertainment/happiness) , in addition to who and if people NEED your product, then you can move on to your action plan where you devise the appropriate tactics, programs, logos, ads, etc.

Good Luck!

THINK PARTIES.

Your atmosphere of "active, creative, fun" sounds like a perfect environment, if your stores have enough dedicated space to host birthday party activities. Here in Houston, I've seen a range of examples like Build-a-Bear (a franchise, I think, that also has a cool website) and a pottery shop where kids paint ceramic pieces, and parents return days later to pick them up (the pottery, not the kids!).

Busy parents of the elementary-age population are always looking for safe, easy, entertaining venues to do a party. (Not sure if being in a mall qualifies as convenient, though, to anti-shoppers.) You can package some age-appropriate parties with games and treat bags (filled with YOUR branded merchandise).

This gets some parental traffic into your stores. Parents can browse while their kids are partying. And during a party, you might get some walk-by attention, especially if you have signage for the guest of honor. Other kids in the mall will ask Mommy if they can have their party in your store next.

Another related idea: You can oomph your marketing and sales efforts by partnering with other party professionals like cake makers and character "agents" (for magicians and clowns and such).