Know-How Exchange : Strategy

I looked at the Web site. I checked the four Ps products, pricing, placement, and promotion. I noodled on one of the five million "fifth" P's (positioning, in my book today).

I think you are sitting on a gold mine. An absolute gold mine. These products are unique, bright, evocative, and transformational. I love them, and am going to buy one as soon as I finish this note.

Your pricing is too low, IMHO. I would like to do a pricing strategy on these, as I think that people won't value them as art at these low prices. At these prices, they beg to become volume knockoffs, and this is not where they should go.

Which brings us to placement. I agree that these should not be WalMartized or Marshallized or Rossed. In fact, I think that it would be the kiss of death for them. No, these need to be placed in context. They need to have atmosphere. I'm trying to decide if the better atmosphere would be in a Legal Seafood, McCormick & SchmicKs (or whatever they are these days)... or if we should go to Kindred Spirits or another similar boutique arts and crafts... or if we should make the rounds at the top-notch craft events (I hestitate to use the word "craft" or "show" because I'm talking national competitive entry events here with serious buyers) Maybe all three. But we've got to get this person in front of people who can appreciate the art more than the craft, if you catch my drift. I'm starting to think about fish hobbyists, as well, and catalog sales.

I wonder how you are promoting this. What channels, what timing (are you pulsing your promotions?). And how you are handling the nonpaid media. The Web site is very well designed graphically, but it is a search engine marketing train wreck. I wish I could get my hands on it. Cute idea about the kids club and the fish of the month club, but I'm not sure I'd know where to put 12 of those things in my house. I love the names. Love the names. Love the names! What's with the sold out signs? Trying to create urgency?

Positioning. No. No. No. I want to slap somebody with my 4-day old cod right up the side of the head. I think that these demand unique and creative positioning. They need a story. They need a fish tale. They need a tie in to a transformative experience. I've got some ideas... hmmm. By the way, did you hear about the Periodic Table of Elephants that the American Chemical Society did? How about the Washington DC donkey and elephant's? The Potomac, Maryland horses? OK, we all know about the cows. Now, how about those fishies?

Me, I'm a social marketer, so I always look for a tie-in that will associate a product with a socially beneficial result. Raising awareness about a disease, a problem, an inequity, a disparity. I'm thinking there is a tie-in here. I'd love to chat with my associates in all these nonprofit cause organizations here in Washington DC. I'd love to talk with my colleagues in Tanzania who are battling HIV and AIDS right next to the tropical fishies on that coast. You know, buy a fish, help an AIDS orphan tie in. Or even closer to home. What about Key West? What about the Katrina-ravaged coast line?

So how about we get this artist to come out to Tanzania, teach a group of orphan kids how to make these things, too, and then start this as a ray of hope kind of activity?

OK, maybe you don't want to go that way. Your business tagline is Helping you reach the summit. Mine is Think big. Start small. Act now.

Bottom line is you have a great product that has more potential for artistic control if you sell in smaller lots to more sophisticated people and avoid commoditizing it at all costs. Your positioning will make or break this thing. My thought is tie it to a cause, to a story (book? - movie has been done) or boutique store with an undiscovered great artist theme or hell, the Monterey Aquarium.

That's my story and I'm sticking to it.

Regards,


Win Morgan

Win is right! This stuff is great! Pricing does need some work (so I'm going to go buy mine now before Win gets to work on that).

AND --- let's get some search marketing going ... you need to have visibility on Google but also smaller engines. PPC (pay-per-click) probably wouldn't require much spend but, targeted correctly, could deliver excellent results.

You can also get buzz happening by building an e-card, sending that out to some restaurants maybe? maybe some seafood restaurants? in the florida keys? around the great lakes?

Buy a small list or better yet -- just build a few fun e-cards and send them to friends who will send them to friends, etc.

I love Win's idea of the Natl Geo tie-in too!

Brilliant ideas above...the fishing industry (all 38 million of them) would love these. There are several good direct mail sources within the industry that I can lead you to that have done a fantastic job for our clients in getting the word out. Also, the fishing industry trade show (ICAST) is coming up in June. I'd suggest NOT getting a space there but walking the floor for a day or two to get the word out to those in the industry who make the buying decisions. People who fish are passionate about what they do and will spend money on what they think is quality. Not to beat the dead horse, but as stated above, pricing is way too low. Also, such galleries as Cedar Creek in Creedmoor, NC (where people fly in from Hollywood, NY, etc. to buy unique pottery) would be a great place to contact. If you have any specific follow-up questions about anything I've provided please don't hesitate to give me a shout and I'll provide some addt'l. detail.

Best,
Dave

I like the art... I wonder about the restaurant idea....
I would study the success of others who sell similar art. For instance, Isabel Bloom of Davenport Iowa. She started selling her art directly to the public in Davenport then slowly built a presence in other cities... Chicago, St. Louis.. etc.
If your client is a "legend" in Austin, then I would explore galleries in the West End of Dallas, Woodlands of Houston and go from there.
Frank Hurtte
www.riverheightsconsulting.com

Hmmm...for what it is worth, we may be over thinking this thing. It seems, from what I've read, and what I have seen on the sight, that there is a desire to have these mass marketed. Perhaps Wallyworld isn't the right store but maybe high-end gift stores are.

I live in Maine and travel up and down the coast often. There are zillions of mid to high end gift shops that would carry these without even thinking twice. The price-point is what is appealing. I don't think they are too cheap, in fact, I think they are priced perfectly. If they are going to be mass produced, and there is as much profit in them as is suggested, then price isn't the issue. It seems that getting them in front of the right people is what is needed and I would suggest a direct sales effort. I noticed that you are offering a distributorship on the web site. I would stop offering that and hire some professional independent sales reps. Most of the sales reps. in the gift industry carry multiple lines and already have a client base. Plus, most reps. aren't getting more than 15% commission on their sales. It sounds like you could offer them a much higher sales commission for which you would certainly get higher quality reps. Most of the good reps. attend the major gift shows at their expense which would get you the national exposure that you are looking for.

Plus there are so many other product lines he could create from these designs like Christmas ornaments, salt and pepper shakers, etc.

Merchandising would be another avenue for increased sales. These characters would look great on t-shirts and sweatshirts.

Hope this helps,
Dave Johnson

Randall,
Looks like there's already several great ideas. I especially like Win's idea about the aquarium.

In terms of high end retail, it's not too hard to find the right buyers, but I'm wondering of some sort of program with Dell computers wouldn't be a bad idea. He's famous, you said, in Austin...home of Dell, right? They're always giving something away and this isn't too expensive for them. Send Michael Dell a few for his office.

The other day, I met a guy who cleans large tanks for residents of Lake Pointe Towers (Chicago). He gets many of his clients from referals...typical for people in that price range. I'm wondering if there's value in putting together a referral program for these cleaners....who really don't make much money anyway.

McCormick place is hosting the National Restaurant Assn show. https://www.restaurant.org/events/
I think it's around $30/square foot to exhibit. Probably more based on located and corners and things. Probably other events for the assn might be less.

Again, most of the good ideas have been given. I could find someone to "person" the booth if he needed help.

Michael

I really like the fish, and would be tempted to buy one if I were not a starving artist myself...

... I'm not a B2C guy, but my initial impressions of the web site is that it comes off too much commercial and not enough art. The first thing is price to the left... I haven't even seen the fish yet, and I'm supposed to pick a price range. I click on "shopping" and not much seems to happen. Next is "Specials" - I'm already offered a discount, making the artist look desperate, rather than in demand. Next is "order form" - but I have not even seen any merchandise yet - maybe I'm not ready for that. Next is "Kid's club", but that's not for me either. Hmm... maybe if I click "Gallery" I can finally see the fish - but no, that turns out to be a list of stores hundreds of miles from me.

Eventually (I'm pretty slow, as you can see) I figure the only way to see examples is by selecting dollar figures I want to spend. We both know everyone wants to sell (and buy) these things... but I think a web site which stressed the beauty of the art more than stressing the sale price would be a good step. Perhaps if you mixed in some examples of the art hanging in a restaurant (or fish market or whereever) folks could get an idea of the scale of the pieces as well.

I find the website a bit too dark. More 'undersea' with a lighter shade of blue would be nice.

Any change of exporting these fish? I think the overseas markets in Australia along the Gold Coast would 'eat these up' Pretty much any location a 'stones throw' from the ocean may be a likely place to sell these fish.

Can;t say I'm a big fan of selling thses fish of the walls of high end restaurants. When I go to Red Lobster, I go to eat. Buying the wall art is contra-brand, and confuses the issue. 'Are you in the restaurant biz, or are you in the wall art biz?' is the question that comes to my mind.

Stick with retail. Wholesale out and build your distribution chain. Focus on building retailer relationships and watch that chain grow.

My two salmon worth (any chance of expanding the line? Tropicals are nice, but lets not forget the rest of the world that doesn't have tropics....)

Darcy Moen
www.customerloyaltynetwork.com