Now that you know how, we are going to tell you what are the key pieces of communication that you have to put together to get a successful marketing strategy.
These pieces are the material on which your channels or broadcast media will be based (press, brand ambassadors, etc.) to publicize your brand.
Shall we start?
Without clarity there is no paradise
Before detailing the pieces of communication, it is essential that you have defined three main aspects:
1. What do you want to communicate
Are you launching the latest collection of your brand? did you make new workshops sewing? The important thing about this point is that the message is clear and concise, leaving no room for doubt.
This way you will save time (and money) because your broadcast channels They will be clear about what you want to communicate.
2. what for
What is the purpose of communication? What results do you expect from it?
As the saying goes: “Jack of all trades, master of none”. Therefore, we recommend that you your goal is very punctual (one or, at most, two). Thus, you will achieve more effectiveness and .
Continuing with the example above, if you are launching the latest collection of your brand, the objective could be “to publicize my latest collection”; “achieve 100 sales during the first month of diffusion” or “improve the current positioning of my brand by 25%.
as you can see, the objective will depend on the needs of your brandand it is a key piece of information that the different channels or media need to know in order to understand better in your dissemination strategy.
3. For whom
Define the target audience of the communication pieces, that is the question!
Yes, we have already talked about it several times, but we insist on this point because many brands launch their communication without being clear about who it is addressed to and, in this way, the effectiveness of the strategy is diluted, wasting time and money.
So, defining who is that public that is going to spread your brand or product is going to be very useful for design an attractive and effective dissemination strategy.
The 3 pieces of marketing and communication that your brand cannot miss
Once you have these three points clear, you can begin to put together the pieces that you are going to send to the channels or media that you decide according to your business objectives.
Let’s meet them.
1) look book: The image is everything
Gone are the times when brands showed their latest works only to specialized media or in exclusive parades.
Today, people can already see the news of your brand with just one click and from any device. This means that Internet is, for some years, the most important showcase in the world of fashionThat’s why you can’t stay outside!
The look bookor style book, is a catalog with a series of photos that exemplify how a brand’s collection could be used. In other words, it is a piece that simplifies the concept and lifestyle that the firm wants to communicate.
The look bookwhich can be in physical and/or virtual format, allows each garment or accessory to be observed in detail, and its images stand out for being clear and simple.
One of the main advantages of look book online is that detail is maximized! Users can enlarge the image to see the material and design of each of them.
Providing all this information to the channels or media you choose will help them better understand what your product is and what its strengths are, and that will optimize your brand communication.
How to build a look book successful
The creation of a look book includes different professionals working as a teamAmong them we can mention fashion designers, stylists, photographers, makeup artists, models. The number of collaborators that participate will depend on your budget.
Generally, lookbook they are produced in photography studios (except when they are done outdoors) since it is necessary to work on a full background and with very good light (essential!).
But more fundamental still is that all photos have the same amount of color, contrast, and lightotherwise they lose quality and professionalism.
A very important point to keep in mind is the model: Although it is the photographer who is going to suggest certain poses to achieve an attractive (and selling) image, as the owner of your brand you have to know that:
- It is important that the model pose full-length and firm (static) both from the front, from the side and from the back. In this way, garments are seen from different angles.
- Each pose requires between two and three photographic captures (so you have more chances to choose the best one). For example, if you are going to photograph a skirt, it should be two or three photos from the front, two or three photos from the profile and two or three from the back.
Remember that you look book has to convey the visual identity of your brandTherefore, once finished (it usually has an extension of 50 to 100 photos), check that the design is consistent with what you want to communicate and that the edition is very neat.
Also, don’t forget to add the your brand logo (always at the beginning), Contact information (name, phone, email, address) and your e-commerce site.
dolook book closed? Cool! Now there is only contact the channels or media outlets that you choose to tell them about your brand or product, and that’s it!
An important recommendation is that you try to have a Face-to-face meeting with the medium(s) that you consider essential in your strategy since the “face to face” generates a relationship of greater complicity and understanding. In addition, new ideas for your brand may arise!
Let’s talk about costs
Surely at this point you are already wondering how much it costs you to create a look book, No? Well the reality is it all depends on how much you decide to invest.
For the location, you can choose to hire a photography studio, put your house (or that of a relative) or even your show room. The same goes for models: they can be professionals, friends, or even yourself!
The important is that your look book look professional and, starting with the photographer, the more specialists you hire (stylists, make-up artists, etc.), the higher level this piece of communication will have.
But we recommend that you see it with the eyes of an investor: the look book reflects your brand, the lifestyle you want to communicateand can make your product want to be bought.
Also, keep in mind that these photos will also be used in your promotional campaigns on social networks, for example, or to be used in your ecommerce! It is a single investment that is worth many.
2) Video is super powerful!
Did you know that 70% of marketers say that el video converts better than any other format? Make the most of this great tool and use it as a key piece of your communication.
A well-made video (clean shots, good lighting, aesthetic quality) has the power to show all the strengths of your brand or product and make you stand out from your competition.
It can be, for example, a video of the backstage of look book (a kind of “behind the scenes” of the photos like in this one), or a piece that shows your product in actionas does the successful :
You can also choose a video cartoon style How did you decide to do it?
Did you see what good options? If you can’t hire a professional videographer at the moment, don’t worry! There are different free tools that can help you create excellent audiovisual pieces to spread your fashion brand.
Soon we will share a video with the details of each of them and we will also share the best advice from specialists on the subject, stay tuned!
The latest video trend: fashion shorts
Do you dare to a little more? Dabble in the incipient fashion shorts!
What are they? They are cinematographic-style pieces in which famous artists participate and whose objective is convey the lifestyle that the brand represents.
Cheer up and try it! You don’t necessarily have to hire a famous person, if you have one idea that symbolizes the identity of your brand it sure works out!
It is true that until now there are very few firms that have been encouraged to this type of piece of communication and that most of them are renowned, but they can serve as point of inspiration to create your own piece, No? Stand out from your competition!
Look at the example of the prestigious Prada brand:
All these video format options that we tell you about are excellent communication materials to share with the media you choose. Make them irresistible!
3) The press release: a classic that is still valid
First of all, what is the press release? It is a communication tool used by brands to keep journalists and the media abreast of your news (launch of a brand, presentation of a product, etc.).
As such, it retains a journalistic and more formal writing styleand that is why we are going to share some tips for writing it.
Tips for writing your next press release
- The information has to be focus on a single topicand that theme has to be interest to the environment. For example, a cooking magazine does not apply to the presentation of your latest clothing collection.
- The structure must contain:
– Headline: short and concretefundamental!
– Descent or pompadour: is the part that is below the headline and summarizes the most important aspects of the release, which are the what, who, where, how and why.
– Body: time to show off! In this part you have to develop as deeply as possible each of the points you mentioned in the descent. remember to present ideas in order of importance (what is known as “inverted pyramid”).
– Brief testimony: It is a verbatim quote from a member of your company (or yourself!) and serves to personalize information or to create the feel of a formal interview. - The newsletters are written in third person and you have to avoid too many adjectives, value judgments or any other exaggerated resource of advertising communication. For example, you should not put “this is the best collection in the world”. Instead, show why it is.
- I included links with photos, infographics and videos: be concise and give the person who receives the newsletter the opportunity to learn more about your brand or productif you wish.
Remember to add to each piece of communication we saw a section where you tell a little about the history of your brand: what is its reason for being, its motivations and its objectives.
In this way, the people behind the channels or media you choose, they will understand much more the soul of the brand and they will be able to communicate it better. 🙂
conclusion
Having defined the three aspects that we mentioned at the beginning of this post, you already have a large part of the way covered. Just left put together the marketing and communication pieces and get in touch with the dissemination channels for them to do the rest. 🙂
Do you have a store or a show room…
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