Question

Topic: Advertising/PR

Create Marketing Strategy For Collegiate Greeks!

Posted by Anonymous on 10/6/2009 at 10:15 PM ET 100 Points
How can I market and grow my business from the local college and expand to become a recognized name brand on other college campuses on an extremely limited budget.
I am the owner and designer of a start-up clothing line targeted at fraternity and sorority members. I recently decided to restructure my business away from just screen printed "t-shirts" and more towards hoodies, sweat suits, tank tops and boxer shorts sets which generated more website traffic but has not converted to sales. My company is primarily a web based business. I have an extremely professional site that was designed by the same company that created the Ed Hardy website. I am working on a limited budget and need marketing ideas and strategies geared toward the social networking, partying, budget conscious college students. I have an independent Facebook page with nearly 3500 members signed up, 98% of which are GREEK. How can i leverage that in my marketing as well?
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RESPONSES

  • Posted by Chris Blackman on 10/6/2009 at 11:05 PM Accepted
    Hello Madd Mann...

    Could you give us the website and Facebook fan page addresses so we can immerse ourselves more in what you're doing?

    thanks

    ChrisB
  • Posted on 10/7/2009 at 12:53 AM Accepted
    Customization is the key.

    Fraternity and sorority members are fiercely loyal to their organization. If you could make your products, your communications, and the brand shopping experience as customized as possible (e.g. little design or custom details that buyers can utilize to make their purchases unique to their organization, customizable serving of ads and your Website that make it seem unique for each fraternity or sorority, etc.)

    Customization could be the foundation of your brand strategy, as it is one of the key drivers for your market segments, as well as one of the key drivers behind Facebook, etc., which, after all, are about facilitating connections amongst members of unique "tribes" or segments.

    Hope this is useful.
  • Posted by Jay Hamilton-Roth on 10/7/2009 at 9:54 AM Accepted
    Ask your followers/friends/members what they're looking for (and not finding)...and provide it to them at a price that's attractive.
  • Posted on 10/7/2009 at 12:01 PM Accepted
    No matter how clever you and we are in coming up with great guerrilla marketing ideas, it sounds like your goals are not in line with your budget. Even simple inexpensive marketing tools cost money, and the more ambitious you are in achieving growth goals the more you are going to have to invest -- both time and money.

    You are better off doing a GREAT job on just a few campuses than a lousy job on dozens or hundreds of campuses. It will cost less, take less of your time to manage, and ensure that your product line is exactly right for your customers.

    When you think you've maxed out on the potential from your first campus, then expand to another that's similar to the first. When that one is mature, go to the next. Etc.

    And if you're really itching to get big quick, prepare the expansion business plan and see if you can find investors who like the concept and believe in both your plan and your ability to execute. Trying to do it with an extremely limited budget is going to be a real struggle ... and ultimately an experience that will probably leave you disappointed and broke. Why do that to yourself?

    P.S. How do your customers find your website today? What does your marketing plan include now?
  • Posted on 10/7/2009 at 8:39 PM Author
    Customization is not the direction i'm trying to head in. The market is overly saturated with businesses focused on customization.
    I guess , to get more specific, my main dilemma is how do I market and advertise to college students. I know they are a savvy bunch with limited budgets. However, fraternity and sorority members tend to spend more on paraphanalia than the average student. What can i do that will generate a buzz, garner a lot of attention and still promote my line. Does the fact that my target demographic is minority based organizations change this approach?

  • Posted on 10/7/2009 at 8:46 PM Author
    I understand that any form of advertising is going to cost money. What I am looking for ,hopefully, is a way to trade off spending money by putting in more leg work and labor on my end. I'm not oppsed to late hours and hard work, I'm just at a loss for effective ideas.
  • Posted by marketbase on 10/7/2009 at 9:46 PM Accepted
    Consider getting a group of friends (or fraternity/sorority members) or marketing interns from the local college, dress them in your clothing samples (imprinted, of course maybe something like: "Proud of your Fraternity/Sorority? Let everyone see that you belong to..." send them to spend some time on campus (cafe, bookstore, wherever students congregate), equp them with flyers, business cards (with web site, etc noted). Campus bookstores (and perhaps local retailers) are obvious movers of your merchandise, too.

    Best of luck
    jag
    MarketBase
  • Posted by lori.bitter on 10/8/2009 at 12:20 AM Accepted
    You are so on target by avoiding the customization market. Greeks don't need one more company putting greek letters on the ass of their sweats. They do appreciate trends that fit the "just rolled out of the sack" lifestyle - hoodies, tanks, boxers, etc. I did a project with my twentysomething daughters and their designer friend a few years back - same issues as you have, slightly different product mix. Without dollars, you have to be grassroots - which means more legwork, but ultimately a better way to learn about your product mix and customer.

    We did small fashion shows in houses that were willing to provide models and an event. In exchange the house would provide promotion, light food and drink, and accept a percentage of sales for their chapter charity. Some sororities partnered with frats which made it really fun. Some added singing competitions. Everyone wanted a check for their charity. It also makes a great pledge class promo.

    Once you've had success with a house on one campus, it is pretty easy to move this to other campuses. They all have newsletters and communicate about ways to raise money. Best advice - have your program for a house completely mapped out - what the show includes, how many models you need, what percentage of sales you are willing to give them as donation. Then be willing to negotiate to bring in more houses/partners.

    Good luck. This is fun and you will be very successful!
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