A business idea
The difference between this project and the others, on which we have been working was that the client came to us with a simple idea for a business with made-to-measure clothes. Together with Black Market we developed a conception for the service and its promoting - defining of the target groups and what should be the the price range of the products.
In the developing of the strategy for digital marketing we had to focus not only on the fact that we are going to advertise a not so popular service, but also to deal with the low budget.
The unique specifications of the service created some difficulties
Our first step was to gave some clarifications about the service, which Black Market offers and to defined that this not just a company for custom-made clothes, but a place where you can get a complete new look-alike. The unique of the service created some difficulties in defining the price range and its positioning on the market. We wanted to featured the company from its competitor - fashion boutique and stores in the malls, so we showed how the ordinary people feel in the clothes and the fact that the clothes differ depending on the appearance of every single person.
We spent a significant attention on the presenting of the service
It was not a suprise that one of our methods was to show the proffesional material and the working process, presented by an ordinary people. After we succesfully imposed Black Market as a workshop for custom-made clothes, we decided to placed a fashion line with DJ Marten. The decision we made gave a new look and a new perspective in the developing of Black Market.
Things that work
During our longstanding work on different types of marketing projects we have gained a big experience in appraising the effectivity of a variable activities and channels, dependingly on the strategic targets for a business development. In the work together with the clients we share our know-how and we can give a concrete proposals for what will be the most effective strategy, depending of the type of the business, the competitors and the previous planned targets. Thanks to all of this we can protect you from an uncalled-for expenses and optimize the budget for advertising.
We choice a sample and clear web design for Black Market and put the focus on the clothes, sewed by the company. The web design had to combine the different colour schemes with the variety of pictures, without being obsessive.
The creation of the series of video materials were one of the most essential moments from the advertising of the service. They were the main tool in attracting more clients. The content on the website is not so important for the attractive presenting of a styling, than the good multimedia presence.
In the start of our work with Black Market in was clear that we will have a limited budget for advestising. In the same time there was almost no interest in the service, because of its specifications. This is why we focused on an advetising via the social networks and publishing of images and video materials.
To popularize and to imposed the new fashion line of DJ Marten, created together with Black Market, we filmed a series of video clips in which we focused on the original style of the clothes. After that we created a lot of fashionable videos with a small duration. Compared with the video materials, which advertise the services of Black Market, the aim of the second batch of videos was to give the visitor a positive emotions and a good mood.
The SEO optimization of the website had a complementary role in the whole marketing strategy of BlackMarket.
We relied on a fashionable and in the same way sample website with just a few text lines The website combines the multimedia materials and the product presence with the sales part of the website. The focus fell on the clothes, sewed from Black Market and the emotions that they provide.