Question

Topic: E-Marketing

Viral Marketing Concept Needed For Online Store.

Posted by Anonymous on 3/14/2008 at 9:40 AM ET 150 Points
I am opening an online womens dress boutique called Damzel In a Dress. I am going to do traditional marketing as well but to get some word of mouth going I am in need of a concept. I kind of wanted to play on the Damzel In Distress phrase, but I wanted to put a positive spin on it as well to invoke emotion. Like Diva in a Damzel Dress. All of these crazy things happen to her Like getting hit by a car, picking herself up trying to look like its all together, stillc onfident. So on and so forth all the while people are askign is she okay? by the way great dress! In the end she goes to her closet after putting her pj's on and look in her closet to get out her damzel dress for the next day. Nto exactly like this but I amsure you can get the concept.

All in all I want invinsibility, confidence and the thought that these dresses are for everyday not just special occasions to be seen through the campaign what do you all think? Please send more concepts.
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RESPONSES

  • Posted by michael on 3/14/2008 at 11:15 AM Member
    JJ,

    If you were in Chicago, you could say Damsel in Da Dress.


    Michael
  • Posted by Jay Hamilton-Roth on 3/15/2008 at 9:31 AM Member
    Cute name.
    To spread word of mouth, you need a reason for people to talk about your business. Whether you use video, cartoons, or a photo essay, the message has to be offbeat (to catch their attention), appeal to your demographic, and also help focus attention on what you're selling.

    Don't forget to also focus on the result of wearing the dress - getting people to save it (because they want to wear it), or meeting the partner they've been lusting for, getting the job of their dreams, etc.
  • Posted on 3/17/2008 at 11:20 AM Member
    There was a fashion show with users creating their outfits using the SIMS. Maybe you can take a look at that and arrange some sort of competition with the users creating the scenarios for you. The best one could become your tv ad and be given a discount at your store.

    Would have to probably contact the agent for the SIMS to see how such a thing can be done.
  • Posted on 3/25/2008 at 2:44 PM Accepted
    There is a business that just opened here called Corporate Skirts, kind of the same idea, but they have done a campaign based on a need: Office/corporate clothing. What kind of focus will your business serve? Prom dresses, beach/cruise wear dresses, church dresses? Once you have established that, then you should decide, ok, its going to be high end, nothing under 500$ a dress or its low end. Once you have your demographics worked out, then figure out why they would need your dress? Is it a stay at home mom with disposable income who just wants to blow 300 bucks on a dress? Then have a woman sitting at home looking bored, and ask the viewer, "looking for some entertainment? Come shop with us". Most people subconsciously will follow what you tell them to do if it fits there needs. Its a great name! Very impressive..good luck!
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