Brand Business Plan sample

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Published Date:03-07-2017
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suc cess guideintroduction 3 34 4. Be a Marketer 4. Be a Marketer Why promotion is important 35 36 Social media strategy: choose your plaorm tf define your strategy 1. define your strategy 6 36 • Facebook 36 • Twitter campaign, s tore, and Marketplace 7 37 • Pinterest • Instagram 37 • Definition and differences 7 • Campaigns 7 38 f acebook • Stores 9 38 • How to create the perfect FB page • Marketplace 10 38 • Promotion on FB Build your brand and develop your own style 11 41 instagram • Develop a passion 11 • Why you should use Instagram 41 • Discover your own style 11 41 • How to increase followers and improve Instagram engagement • Be unique, authentic, and original 11 42 Introduce your Store / Campaigns via Twitter find your perfect niche 13 43 t he Pin-Power to Promote your store: the 6 rules for Pinterest • How to find your niche 13 • Seasonal VS Best selling items 14 44 The importance of email marketing • Scale your niche 15 • The advantages of email marketing 44 45 • How to be more convincing in your e-mails: 7 golden rules 47 Online Marketing Life Hacks 18 2. CHOOSe y Our pr OduCTS and deSIgnS Products 19 COnCL uSIOnS 51 • Which products are available on Teezily ? 19 • How to choose the right product 20 d esigns 22 Payouts 52 • Get inspiration from everywhere 23 • Follow the latest graphic trends 23 • Outsource your designs 24 TeSTIMOnIaLS 53 analyze consumer behavior 26 3. SeT-up y Our prICeS 28 3. SeT-up y Our prICeS d efine your price range 29 u nderstand your costs 31 Master the art of discount 32 • Why you should oer ff a discount 32 • Which discount to oer ff 32 • How to promote a discount with Teezily 32 2 3introduction Dear Seller, As Head of Communication & Content and Partnership Manager, we are always looking for new sources of inspiration to help you launch a successful business through our plaorm. tf Luckily, the opportunities oer ff ed by the online business are endless and available to (literally) everyone. However, high competition and oen ft fragmentary information may be an obstacle to your success as entrepreneurs. Let’s make it easy There are dozens of reasons why you should try to jump into this business. First of all, let's talk about numbers: in 2017 the e-commerce sales are estimated to be at 434 billion, and this is only for the United States. In addition, we must not underestimate the growing interest in the business of customized products: The slogan identifies with a passion, a community, a faith; and in a world of globalization and depersonalization, the need to bring out one's own identity is emerging progressively. There are millions of potential customers out there that are waiting for your products We hope this guide will help you venture into the dynamic world of social media communication, digital marketing, and ecommerce. The silver lining of an industry that is in constant change is that the sources of inspiration never run out In this guide you will find basic information about Teezily’s plaorm tf and useful ecommerce and digital marketing strategies built for both newbies and experts, that will help you develop a sustainable tactic: from targeting the right audience to creating the perfect product, and having an outstanding social media strategy. Customize your dreams angelica Pratolini shafana cassime Head of CommuniCation & C ontent PartnersHiP manager 4 5CaMpaIgn, STOre, and MarkeTpLa Ce • Definition and differences With Teezily you can easily customize your dreams by creating a Campaign and/or a Store with just a click of the mouse. However, when you first venture into the business, understanding the exact difference between a Campaign, a Store, and the Marketplace can be a bit tricky, so allow us to clarify it: 1 A Campaign is a web-page with a unique URL and a customized title and description. In this space buyers can buy products limited in time. The Store is your own online storefront. Its main purpose is to allow visitors to find, order, and pay for your customized products in one unique space. As a Store usually has a theme such as animals, sports, birthdays, etc, you have the possibility to create several stores for your different target groups. The Teezily Marketplace is a plaorm tf that enables sellers to display their campaigns define for sale for free and to take advantage of Teezily traffic. The difference between the three lies on where and how the product is displayed, and the use of one over the other will depend on your marketing and selling strategy. your When you create a Campaign without setting up a Store or using the Marketplace plaorm, tf in order to promote and sell the product you will have to share the URL of the Campaign on social media. With the Store however, what needs to be promoted is the online space, and the buyer will have to go to the Store to view and buy the products. When buyers go to the TZ Marketplace they can flick through the different campaigns and choose different products from different sellers. This plaorm tf is divided in categories and subcategories, strategy making it easier for the buyer to find the desired campaign by checking the different categories. • Campaigns Creating the campaign in three steps: - STep 1: DeSIgn yoUr ProDUCT Teezily’s customization tool Teezilab allows the seller to let their creativity run wild in a very simple way. The only thing you have to do is choose a product by selecting the model and color you want, and uploading a design (image and/or text). - STep 2: SeT UP yoUr SALeS go AL AnD SeLLIng PrICe Teezily gives you the option to set a sales goal for yourself. This will help you in two ways: motivation and achievement. Regarding the selling price, there are two things you need to know: 1. There is no formula-based approach to pricing. 2. Your ability to sale is what drives sales, not your prices. Also keep in mind that buyers relate price to quality, so although you mustn’t overprice, under-pricing could be just as detrimental. 6 7- STep 3: ADD THe TITLe AnD DeSCrIPTIon oF yoUr CAMPAIgn Target Audience: You must have a clear understanding on who your target audience is in order to adapt the description accordingly. Depending on factors such as the niche or group age, some Choose your title: given that the campaign is only active for a limited period of time, the title methods will be preferable to others. For example, if your target group is young, you can use slang must provoke a certain feeling of urgency in the buyers so that they will want to purchase the words or trendy social media phrases. product immediately. Titles also help you reference your Campaigns when you add them to Teezily’s Marketplace, that is why you should think twice about the title you are going to choose. c onsistency: Make sure that the style or theme is consistent to that of what you are trying to promote. For example, if your campaign is related to Christmas, make sure that your campaign Although limited time oer ff s are a powerful marketing tool, they still have to be carefully thought represents just that. out. Titles like “Holiday Deals” make the potential buyer wonder: Will the deal still be available tomorrow? Will it be available for the whole duration of the holiday season? Which holiday season urL: The URL should be readable and short so that the users may remember it easily. It is also is it referring to? Will this same oer ff be available on any other holiday season? Etc. This is why it is preferable that you use hyphens or underscores to separate the words, since most CMS’s will turn best to either add a deadline to the oer ff , explain that the oer ff is only available for a limited period the space into the %20 code, making it harder for the user to read. And last but not least, if you of time or, in the case of the example given, add the name of the holiday it’s referring to. change the URL aer ft it has been indexed, make sure to redirect your page in order to avoid any 404 Error pages. d escription: The description must be seductive and different from that of other campaigns. It has to make the buyer wants to purchase the product to feel unique, and since there are only a few seconds available to convince the buyers to not leave the page, it is always a good idea to highlight the promotions and use capital leer tt s or a bold font to attract aen tt tion to the keywords. Furthermore, it is important to describe the items accurately, but make sure you describe them differently, no one wants to buy from a robot Additional tips Keep your store relevant: You must keep your page alive. Comb through your tags and descriptions and get rid of the keywords buyers are probably not using, and create new campaigns on a regular basis. You should take your time making the changes to find what works. Do not do it in a rush as it could lead to sloppiness. Banners: No one wants to spend too much time looking for the accepted payment methods. Use banners with the logos to save time for your buyers, and most importantly, make sure you write that it is a secure payment method. Extra tip: Teezily has the “Norton” label, which guarantees a safe and secured check-out. Don’t hesitate to use this information to improve your CTR. Add your channels: Do not hesitate to add your Twitter, Instagram, and Facebook channels to your campaign. This will create a sense of security and trust for the buyer. Language: Write using the first word pronoun to create a personal relationship with your buyers, and spell check the text to make sure there are no grammar mistakes. In order to guarantee a well written text, we welcome you to use the Teezily Translation Tool to translate your Campaign’s title, description, or design. • Stores If you want to take the business a step further, having a Store is the way to go. Although having a campaign is a great way to start your life as a Teezily seller, by creating a store with us you will get If you are lacking inspiration, don’t forget that Teezily provides you with automatically more out of all the people that shop at Teezily, It will be a shopping destination where the buyers will generated descriptions in 13 different languages. start creating a personal connection with you and, in time, you will have obtained loyal customers that are familiar with your brand and design style. Please note that the language and currency that will be displayed on the Campaign page will correspond to the language of the customer’s browsing history and IP address. Payment methods are also adapted to each country (for instance: Sofort Überweisung for Germany, iDeal for Belgium and The Netherlands...). 8 9BuILd y Our Brand and deveLOp y Our OWn STyLe There are some important things you have to keep in mind when doing business with the t-shirt industry. In this section of the guide we will discuss why branding is essential to be successful in the A Few tips t-shirt industry. The first step to creating your Store is choosing the name, and because first impressions do maer tt , it is probably the most important one. • Develop a passion Choosing the name for your Store has marketing and branding implications, In a society overwhelmed by products, the best way to promote and sell yours is by being passionate therefore it needs to be carefully thought out. Make sure it’s short and easy to about what you do and using this passion as motivation; what sells is the story behind your design. pronounce, but also that it doesn’t mean anything in another language. It could be The best part about selling customized products is that you can actually channel your personal likes an artistic name, a name involving a personal experience, or even a very obvious and interests into your designs. We have all heard the saying: “Choose a job you love, and you will or silly name…Apple Inc. has nothing to do with fruit and Windows…you get the never have to work a day in your life”. Passion is about being driven to succeed, setting goals and point. making them come true. If you are motivated, being original and therefore competitive will not seem Use an original name to catch the aen tt tion of potential buyers but also so it won’t like work be easily forgoen, tt and make sure you pick one that represents the brand as it’s important that your public feels identified with both the brand and the store. • Discover your own style Discovering your own style and making it original will make your brand stand out and consequently • Marketplace more recognizable. The best way to discover your own style is by experimenting with different ones until you find the one that receives the most positive feedback. Receiving as much feedback as possible is important because it will help you improve your brand and be able to leave a mark. Whether you choose to only have campaigns or start your own unique Store, adding your items to the Teezily Marketplace is always a good idea. Teezily’s Marketplace gathers all the Campaigns in the same space and organizes them in a well-coordinated online catalogue. It allows for categories, • Be unique, authentic, and original subcategories and filters, which means the buyer can refine the search a lot more precisely and the products are more likely to be found; which brings us to our next tip: Being unique, authentic, and original will help your designs be more distinctive. People don’t like to experience the same thing repeatedly, this is why it’s very important to be original and refreshing, otherwise your audience will get bored of seeing the same designs over and over again. As a seller, you have to make sure that you create something new: authentic designs sell beer tt than copycats Tips : Using the right categories As mentioned before, categories and subcategories allow you to filter your items so that they may be easily found by the buyers. So why is it important that you use the Mistakes newbies oen mak ft e: right ones? Imagine you want to sell a t-shirt related to football, the category you will put it under is logically “sports”, however, there are tons of different sports, so in order d esigning something and searching for a niche aerw ft ards to narrow the search for your buyers and target your niche more precisely it is beer tt The most common newbie mistake is designing the creation first and then searching to also enter the subcategory “football”. for a niche based on that design. This process should always be the other way around. It is important that you first find a niche so that you can study it and understand their likes and dislikes, and then adapt your design to their demands. f acebook ads We oen ft see that a lot of newbies don’t understand how Facebook ads work, and this lack of experience oen ft leads to a loss of time and money because it wasn’t done correctly the first time. To prevent this, we have created the Teezily University Blog where we provide all the information you need to know about Facebook ads. Impatience Another common mistake is being impatient. Impatience causes newbies to keep 10 11FInd y Our perFe CT nICHe switching plaorms tf in the hope of reaching more sales, but all this leads to is demotivation, especially when the desired results aren’t reached within a short • How to find your niche period of time. The key to obtaining massive sales is patience Trusting the wrong affiliates Finding a niche and getting to know your customers is one of the basic steps in the t-shirt business. Trusting the wrong affiliates is another common mistake. Newbies tend to be more Customers will buy your product when they identify with a design, and it is much easier to design susceptible to lies and will believe anyone on the internet claiming they will help and address your target group when you know them inside out. In this section you will learn what a launch campaigns. Sellers will oen ft receive a subscription link making them believe niche is, what sells best, and how to validate your niche. the affiliates will help them generate sales and traffic, but instead they redirect the purchases to a parasite site and keep the commission. There are some companies What is a niche? that oer ff large affiliate programs and provide the necessary marketing tools in order to stimulate sales, so be sure to do your due diligence before trusting any of them “A niche (market) refers to a small, yet specific and defined segment of the population. The niche markets do not exist by themselves but are created according to the needs, desires and identified requirements that are hardly or not addressed at all by other companies that develop and oer ff goods and services to satisfy them.” (the Business dictionary). In order to succeed in branding, it is essential that you develop a passion for it and transform that passion into your designs. Keep in mind that your own creativity is what will make your design original There are thousands of niche markets and new ones are created every day. There are two main ways and distinguishable from others. Try to avoid the mistakes new sellers oen ft make and that lead to to detect and build a niche market: not making any sales. Follow the recommendations and steps given, be patient, do the necessary - Try to address a passion research, and you will be a top seller - Surf the web daily and catch up on the latest trends What sells best (usa/ canada/a ustralia) non “m y only advice for a beginner would be: “no pain, no gain”. in other words, You have to stay eu eu strong, read, study, listen to others, and get inspiration from wise people. If I had given up after my series of failures, my campaign would have never existed and I would have never 1/ CATS 1/ JOBS reached the stage I'm at right now” — V., French Seller 2/ HOLIDAYS 2/ WEDDINGS 3/ FAMILY 3/ DOGS 4/ SPORT 4/ SCOUTS 5/ FISHING 5/ WINE Topics that are close to people’s hearts: T-shirts supporting political parties, animal or environmental causes, and religious beliefs or social movements are particularly popular at Teezily. Topics that get a reaction out of others: some consumers like to wear provocative clothing to make people react, others want to make people smile, and more oen ft than not, your consumers will buy t-shirts simply because they want to attract the opposite sex. Wanting to belong: Your consumers will buy your products because they want to belong to a group, whether it’s a church group, a sport, or even a specific event or travel destination. Extra tips When targeting a niche that supports a specific cause , such as ecological, don’t forget that you can also target those who are against it. This could potentially double your chances of launching successful campaigns. 12 13 TOP 5 NICHES TOP 5 NICHESsell for charity: If you get involved with a charity all you have to do is let us know and we Twitter Trends: Twitter can also be used as a source to identify events or news will donate the profits directly to the association of your choosing. It is also possible to that could inspire you To do this, simply log into Twitter and watch the “Trends”. only donate a percentage, but please inform your customers if you opt for this option. = Find more design inspiration in the design section of this guide. How to develop your best-seller As we have already mentioned, in order to develop a best-seller and be successful, it is imperative to understand your targeted niche perfectly. Use some background knowledge and inside jokes to “The first advice that I would give to a newbie? Try, try, try, try, try... and, again, try Do not impress your customers and prove that you are one of them. be afraid to test your niches.” — G., Italian Seller One hit wonders are without any doubt a great chance to boost your profit, but haveing some bestsellers that you can always count on is just as important. To create a best-seller it is inevitable to target a specific niche, which shouldn’t be born out of a validate your niche momentary trend (in contrast to most one hit wonders). The design should be timeless. This way you will have a best-seller that sells at any time of the year and for a long period. Designs about names, Once you have brainstormed several ideas for your niche markets, it is essential you find out if they age, family, pets or hobbies are just some examples that can help you establish possible best-sellers. would be willing to purchase your products. You can visit Google Shopping to see which products are popular among the target community, and we also suggest you do a search to see if there is a • Scale your niche qualified audience that interacts on blogs or forums, If they discuss the specific subject you have in mind then they could be potential customers. Furthermore, Facebook’s tool Audience Statistics can Scale the concept you found and expand your portfolio help you find and validate potential niche markets. Once you have found an idea that sells, try to exploit the concept as much as possible to cover all Before starting your Teezily campaign, ask yourself the following questions: of your niche's needs. When, for example, your design is about football, you can scale it with other • Is your target composed of mainly passionate and proud members? sports, if it’s about german shepherds, scale it with other dogs. • Can you oer ff them a design that could meet one of the three requirements previously mentioned? Try to stick to one niche at first and become an expert on it before moving on to a new one. This way, • Do you have enough time to market your products? once you have moved on to a second or third one, the first one will become a fixed passive source • Can you eectiv ff ely target your audience with Facebook? of income. If you can answer positively to all these questions, don’t wait any longer, create your campaign now g o global, scale geographically • Seasonal VS Best selling items Teezily is one of the world’s leading markets for online sales and customized apparel. With our printing warehouses available in the U.S. and Europe you have the chance to broaden your targeted Sell relevant designs at the right time of the year community. There’s a whole world out there more than ready to pay for your products, so don’t be afraid or intimidated by the idea of selling internationally Timing is everything. It is important you run your campaign when your audience is in the right frame of mind. No one will buy the t-shirt of a team that just lost, everyone wants to be on the winning team Creating items that make a reference to specific subjects or events has several advantages: Because the subject will be new and trendy, there are more chances of your publication being shared on social media; and the more recent the subject is, the less chances of your niche already having a Here are some help to attract international customers: similar product. • Not only do we provide worldwide shipping, but we have also created the teezily Translation app especially for you so that you may broaden your target audience. Use it to translate the Title, Description, and Campaign accurately. How to find topical subjects? • Make sure your clients know worldwide shipping is available. Add banners in your description providing them with more information, use promotions to encourage your g oogle trends: current topics and news are an inexhaustible source for Teezily clients to buy, and be transparent about the production and shipping deadlines. Campaigns. You can get many ideas for your designs just by looking at the news items from the country you are targeting via Google Trends. You can also check • Don’t forget to tell your clients they are welcome to contact our Customer Support Google images for existing T-shirts to inspire you. team at supportteezily.com if they have any doubts. 14 15Beware of trademarks t oP 10 countries and BeST nICHeS At Teezily we are strongly committed to acting in full respect of third party’s intellectual property rights, and we expect our users to do the same. united states gerMany As trademark law and standards are very detailed and complex, especially for online content, we understand that applying them in the context of Teezily campaigns is not easy. Therefore, we hope Basketball American Football Football that our questions about trademarks will help you to understand the fundamentals of Intellectual Baseball Hockey Dogs Cats & Dogs Property. Cats Hamsters Gardening National celebrations Beer Cars Veterans Surf What is a trademark? A trademark is a recognizable symbol, design, word, or expression legally registered france united kingdoM or established by an individual or organization, and it is related to the products or services of that owner. Cheese Wine Cinema Dogs Cats Fish Sailing Horseback riding Birds Rabbits Reality TV What are some examples of a trademark? Any protected material, including, but not limited to: copyrighted material (i.e. artists Dogs Football Tea Beer Holidays work), brand logos, sports teams, brands, music labels, television shows and films, Rugby Cycling Nurse Football Rugby people’s image and name… Uploading such designs onto Teezily is likely to engage your liability, with regards to Teezily and any concerned third parties. THe neTHerLandS canada How does using a trademark on my design aect a ff Teezily campaign? Teezily users are prohibited from using trademarks unless they have explicit permission Cats Dogs Birds Dogs Cats Fish from the owners to use them for commercial purposes on Teezily. Aer ft obtaining permission, please inform moderationteezily.com while uploading your design, Chicken Football Birds TV Lacrosse otherwise, the moderation team may delete your campaign thinking your design is Beer Holidays Ice Hockey infringing third parties rights. Gymnastics Tennis American Football Golf if i am inspired by someone else’s design, can i use it? You can use someone else’s design if you have documented permission from the owner to do so. Alternatively, you can create your own design, but it must not be ITaLy SWITzerLand substantially or confusingly similar to other copyrighted or trademarked designs. When in doubt, please double check the legal status or contact us at moderation teezily.com. Dogs Cats Dogs Cats Skiing Football Social Media, Golf Horseback riding Wine Coee ff Traveling Cycling Hiking Moto GB Formula 1 Rock climbing a ustria sWeden Dogs Cats Horses Cats Horses Reading Dogs Football Swimming Basketball Rugby Cycling Sports Cars Skiing Music Golf Entrepreneurs 16 17Products • Which products are available on Teezily ? Now that you have found your niche and know all about its behaviour and characteristics, it’s time to get started. As seen in part 1.1.b., the first step to create your campaign is choosing and customizing your product. 2 At Teezily we provide a wide range of customizable products such as apparel, mugs, magnets, and smartphone cases. r ound neck CHOOSe v -ne Ck T-SHIr TS Unisex S-5XL T-SHIr TS HOOdIeS Unisex S-XXL Unisex S-5XL Woman S-XXL Kid 4YR-12YR Woman S-XXL Kid 4YR-12YR your LOng SLeeveS t ank t oPs SWea TSHIr TS T-SHIr TS Unisex S-XXL Woman S-XXL Unisex S-3XL S-3XL Products Ba By onesies 3MO-18MO Mug Magnets and designs COque pOur SMar TpHOne iPhone 6, iPhone 6 Plus iPhone 5, iPhone 5S Samsung Galaxy S5 & S6 We will continue to increase our product range with items that will give you good profit margins, such as posters and frames. 18 19Choosing the right product also depends on the season. If it’s going to be summer or spring in the • How to choose the right product countries you targeted, choosing a t-shirt or a tank top is a beer tt choice. As we can see in the graphic below, these products attract more people during that time of the year. Choosing the right product to present to your niche might not be an easy task when you first join the industry of customized apparel. You might think that oering ff all the products to your potential buyers will help you reach a bigger audience, but in reality “less is more” (always). Selecting all the products when you create your campaign might make your potential buyers hesitate since they will "T-SHIr T" InTereST Over TIMe have to make more decisions: V- neck or round neck? Hoodie or sweatshirt? Green or blue? 120 100 We recommend carefully selecting a few products in order to help your customers 80 make quick decisions and focus on buying. Try to present a product range that is uniform to make it look more professional. 60 40 As a seller, and especially a newbie, you are probably feeling overwhelmed by the wide range of products that Teezily provides. In order to make things easier, we present to you the key figures of 20 our top 5 products and colors: 0 Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2015 2016 2016 2016 2016 2015 2016 2016 2016 2016 2016 2016 2016 to P 3 C OL OR S Numbers represent search interest relative to the term "T-Shirt". A value of 100 is the peak popularity. 1/ Round-neck T-ShiRT uniSex T-shirts are always a good product to sell since people wear them throughout the year and they 2/ hoodie uniSex make a good gift for friends and family. You don’t have to stop selling them completely during winter 3/ V-neck T-ShiRT Woman time. In fact, t-shirts still represent our top selling product during Christmas. However, what also 4/ Round-neck T-ShiRT Woman works during this season are hoodies and sweatshirts. As temperatures gradually drop, people are 5/ Tank Top Woman more into cocooning than going out. Think of the famous “Ugly Christmas Sweater” to P 5 P R o DUCT S Tips: As it is important to select products that are related to your target group, do not hesitate to ask your customers directly which products they would like to buy, so that you can meet their demands. BLACK NAVY Ro YAL RED WHITE BLUE 20 21designs You already selected your products ? Then it’s time to customize your dream and turn it into reality. The key here is to provide a unique design to attract your niche's aen tt tion and reach more sales by making your product available everywhere. Here are some tips to create attractive designs. 5 rules to create the perfect design Teezily’s customization tool accepts the following file formats: PNG, GIF and EPS. Make sure that your image has a minimum resolution of 300 DPI. Find a “scalable” design: once you have seen that a particular design has been successful, try to think of other niche markets that could also benefit from the same design. Do not copy other people’s campaigns, create your own inspired by theirs • g et inspiration from everywhere Do not hesitate to use our Translation Tool (http://translations.teezily.com) to translate the content of your design into different European languages.) Very few people are able to create their own design, so if you have artist’s block don’t be afraid to use existing designs as inspiration to create your own Google is a great tool for inspiration: you can search on Google Images writing “cool/funny t-shirt + name of your niche” to see the t-shirts that have the best designs Be careful though, this is for you to learn what works without copying a visual that has already been commercialized. You can also search on Google using “quote/slogan + name of your niche” to identify quotes that best match your niche, and that you might want to use on your shirt. Only available on Teezily • We provide flat base prices, regardless of the number of colors you use for your design • We do not print on the hoodie’s pocket, but we will definitely adapt the size of your design to the ordered products and selected size. Don’t forget to consult other websites such as eBay, Pinterest, or Instagram (use the proper hashtag when needed) to have a clear idea of what the potential buyers of • The Teezilab also gives you the possibility to insert a customizable field on the your targeted niches would like to wear. Campaign page to allow your customers to create products with custom messages, names, dates and so on... 22 23• Follow the latest graphic trends Here are some tips if you want to hire a graphic designer: Visit plaorms tf dedicated to freelance designers and, aer ft asking each of the designers for a cover leer tt , post your requests to the applicants and ensure them Like in fashion, trends in graphics come and go, and as a t-shirt designer you should be there will be adequate and proper communication between the two of you during aware of the shifts in the graphic industry. Here a few examples of what you can use: the process. Modern Retro, aka the revival of the Ask them for access to their portfolios to make sure that you have chosen the late 80s and 90s. Early models of mobile most competent one for your request. phones, Game boys, Discmans, cassee tt Try to describe the concept as clearly as possible so that you get exactly what you tapes, vinyl records, and all types of video asked for. games now serve as logos on apparel and merchandising products. And it is not just You may also need to include examples of t-shirts so that your graphic designer is “geeks” who follow this trend, it is especially aware of the quality you want. popular among 20-30 year olds that grew up with this technology; it evokes a certain You can expect to pay a graphic designer up to 10 an hour on these plaorms. tf nostalgia in them. Material Design, also referred to as Flat 2.0, is the evolution of the flat design movement that gained momentum in the early 2000s, when IT giants like Apple and Google devoted themselves to minimalism. Geometric shapes: the geo trend is expected to become especially popular in packaging design. Triangles, rectangles, and other geometric shapes are combined with 3D elements. • o utsource your designs Outsource your design by hiring an external graphic designer whenever possible. More oen ft than not, when you start designing on your own you end up being too biased towards your design, and if it doesn’t work you might end up either prematurely stopping a campaign or not achieving your targets. 24 25anaL yze COnSuMer BeHavIOr Because you won’t find the perfect combination of design, product, and colors that will catch your customer’s aen tt tion on the first try, the key to success in the t-shirt industry is to try, try, and try until it works. “There is no easy way to success, the only way is to practice. Regularly launching new campaigns and testing them out with your customers is a must.” — T., Vietnamese Seller By testing your campaigns, whether they are successful or not, you will be able to analyze your targeted niches behavior and improve your strategy. Analyzing your data will allow you to see which products work and which ones don’t, if you have more male or female buyers, which color is most popular, and the design people are more prone to choosing. If you are hesitant about different designs, products, or color combinations, don’t be afraid to ask your customers or community for feedback through your social media. Letting your customers choose your next design is the best way to improve their loyalty towards you and your brand. There are several options possible to get feedback; the easiest way is to publish a post on Facebook and simply ask the question. But there are other possibilities available if you want to have beer tt and more constructive critics. You can use the poll tool on Facebook and Twitter: create one with different design options and ask your community which one of the two they like the most. You can also think of win-win situations like oering ff rewards to clients with the most constructive feedback. 26 27define your Price range Several factors go into the decision making process to purchase: the type of product, its quality, the buyer’s reviews on the internet…etc. But one of the main factors the client always keeps in mind is the price. Given that the price of a product depends on its brand, rarity, quality, and production process, it is true that some buyers are willing to spend a lot of money on things they sometimes don’t need. A customized t-shirt, however, should fall within a “reasonable range”. 3 • Follow the latest graphic trends t ip 1: Research customized products available on the internet to get an idea of the average price people are willing to pay. You don’t have to apply the exact same prices to your products, but you can use them as a point of reference to see if your price range is too low or too high in comparison to that of your competitors. Also, keep in mind that an item that is available everywhere or distributed by different online merchants doesn’t have the same value as a customized product, especially if it has your same design or if it’s being sold as a limited edition everywhere except on your Teezily Campaign or Store. t ip 2: Think of your target group and seasonality. Remember to set-up your selling price in accordance SeT-up to your audience characteristics. A selling price can indeed be set up differently depending on your target group, their ages, professions, or timezone. For example, you wouldn’t target a group of students in Italy the same way you would a group of engineers in Denmark, as they do not have the same economy. That’s why it is imperative to have a clear overview of the type of group you want to target so that you may know if they would be willing to purchase a customized product online. You must also keep in mind the seasonality, and more precisely, the occasion for which your clients would like to purchase a product; as you may already know, customized products are oen ft oer ff ed your Prices as a gift to friends and family during birthdays, Christmas, and other celebrations such as Father’s Day, Mother’s Day... 28 29Tip 3: In order to determine what your target customer would be willing to pay, the best solution is understand your costs to test your campaigns by oering ff your creation with different price ranges. This way you will be able to figure out the best price to make the most sales. Another solution would be to ask for feedback and advice from other sellers in the t-Shirt industry and business owners. Avoid asking your friends or direct customers for their opinion, they might think you are willing to negotiate the price and give you biased or unrealistic answers. You can, however, ask them how much they are expecting to spend on a birthday gift for a friend or family member, since people are usually willing to pay a little “The only way to make money is to spend money” — T. Vietnamese Seller bit more for special events and buying a gift for a lower price may be seen as cheap. Check out the chart below to get a beer tt overview of an ideal selling price range per product and geographical zone: Your selling price will depend on what your target group is willing to pay, but also (and mainly) on your business expenses. Because our base prices are the lowest in the industry, you can manage your CURRENCIES selling prices to get a good margin. Good and dedicated sellers have been able to buy houses and cars PRODUCTS € £ AUS with the profit made with Teezily, and that probably makes you dream. A key step to understand all your costs is taking note of all your business expenses related to Campaign creation and promotion. T-shirt R-neck Unisex 21.95 19.95 24.95 31.95 T-shirt R-neck Women 21.95 19.95 24.95 31.95 T-shirt Kid 19.95 17.95 22.95 28.95 T-shirt V-neck Unisex 19.95 17.95 22.95 28.95 Some examples of what could be included in your business costs are (except Teezily’s T-shirt V-neck Women 19.95 17.95 22.95 28.95 base price): your facebook ads, your web hosting service if you have a blog or a website, your Shopify monthly fee, your private designer and/or translator, but also Tank top Unisex 19.95 17.95 22.95 28.95 your rent, the VAT, and other utilities. Tank top Women 21.95 19.95 24.95 31.95 T-shirt Long sleeves 26.95 23.95 29.95 38.95 Analyzing your business expenses will allow you to have a beer tt overview of what you can earn at Hoodies 34.95 31.95 38.95 50.95 the end of the month. Launching a business alone is not an easy task, and if you have to wait a few Hoodie Kid 25.95 23.95 28.95 37.95 weeks or months before you are able to live on your profits, it is important you pay yourself fairly. This takes us to our last tip: 27.95 24.95 30.95 40.95 Sweater Onesies 19.95 17.95 22.95 28.95 Mug 16.95 15.95 18.95 28.95 iPhone 5 19.95 17.95 22.95 28.95 Set a pricing goal and business scope with earning targets you must achieve weekly, 19.95 17.95 22.95 28.95 iPhone 5S monthly, or annually. It is important to measure your success, or in the contrary, to have enough savings to bounce back in case something fails. iPhone 6 19.95 17.95 22.95 28.95 iPhone 6 Plus 19.95 17.95 22.95 28.95 19.95 17.95 22.95 28.95 Samsung Galaxy S5 19.95 17.95 22.95 28.95 Samsung Galaxy S6 Tip: Try to use rounded prices as a uniform pricing structure, it is important to build customer trust. 30 31MaSTer THe ar T OF dISCOunT Gaining and keeping customers is what the t-shirt business is all about. In order to secure clients loyalty and attract new buyers, our plaorm tf oer ff s you the opportunity to generate discount codes for the unique products you promote. But more than a pricing strategy, discounting is a real marketing strategy that you can implement to grow your business. • Why you should oer ff a discount Discounts usually evoke a feeling of urgency: it’s all about the rushed action and immediate sale since the oer ff s are locked in a specific time frame. They present a good opportunity for you to make more sales as they encourage clients to make more purchases. Discounts are also a good way to establish a long term relationship based on loyalty with your best buyers. Because sometimes it can be hard figuring out what type of promotion will be best for your Campaign, we have selected a few tips for you to keep in mind when planning your promotions. • Which discount to oer ff There are two types of promotions you can oer ff to your best clients on Teezily: d irect price discounting: with this type of promotion you are able to oer ff your buyers a discount from the initial selling price. We recommend using this type of promotion for specific occasions or seasons. Abusing discounts by using them throughout the whole year could have a negative impact on your store and thus, your reputation. Furthermore, you don’t want your customers to purchase your products only when they are on sale. f ree shipping: Given that the shipping cost is an added cost for your customers, waving it o ff will encourage them to make an impulse purchase. • How to promote a discount with Teezily And last but not least, spread the word There are a few things to keep in mind when oering ff discounts to your targeted community. First thing to do: Send a newsleer tt to your clients or write a short post on your blog. Promote your discounts on your Facebook, Instagram, Twitter, and any other channels you may have. Make sure you mention your discount on your campaign’s description by adding a logo to catch your buyer’s eye. When done correctly, applying discounts on your price can help you improve your sales and acquire more customers. This will be beneficial to your business in the long term. And as always, test different promotions to figure out what works best for your campaign. 32 33WHy pr OMOTIOn IS IMpOr TanT You have spent a considerable amount of time creating and setting up your personalized Campaigns, so the next logical step is to sell them, and for that you will need to define a promotion strategy. You should keep in mind that underestimating this phase can be highly counterproductive for your business. The way you sponsor your personalized product or brand online is a massive part of engaging potential buyers. 4 Keep calm and breath on: nowadays the Internet is a great source of inspiration for promotion strategies. However, the first step should be thinking about how you want your product to be seen. Promotion should definitely reflect the brand’s image and reputation. We strongly suggest you check out lookbooks and pages of successful customized t-shirts and other items so that you may see that good advertising goes beyond a catchy post or a nice picture. Remember that you are targeting an engaged community, therefore you are selling a concept, a lifestyle, a powerful message. Your designs have a voice, whether you are aware of it or not. If you are fully aware of the passions and behaviour of the niche you are targeting … promoting will be like riding a bike Be a Marketer 34 35SOCIaL MedIa STra Tegy: CHOOSe y Our pLa TFOrM Pinterest Primary Purpose: For your first adventure in the advertising world, we present to you the following information so that Acts as an online lookbook and showcases products and brand identity you may test the different plaorms tf and strategies without taking too many risks, until you find the through inspiration boards. one that works for you. Keep in mind that because each plaorm tf presents some peculiarities, you will have to adapt your media communication strategies. Main f eatures: • Drives traffic to other content: your website, stores, pages … • Provokes immediate or future Call-to-Action (CTA) responses • Allows you to micro-target your search with clearly defined categories Ask yourself the following questions to evaluate each platform What is the main purpose of this social channel? instagraM Are its features linked to the needs of my business? Primary Purpose: What is the main target audience of this plaorm tf ? Engages followers (and buyers) with catchy pictures, short videos, and the use of hashtags to reach a broad audience. How much time will I have to spend on this social media plaorm tf to boost my Main f eatures: sales? • Invites brands with visual contents to their customers’ zone-out time • Displays hashtags that are clickable and usable for search purposes • Allows links to be posted on the bio (while the links in the comments are not clickable) faceBook Primary Purpose: Build brand awareness and reputation through interesting content, and motiva-tional and informational posts. Main features: • Reaches a variety of audience segments with one post • Oer ff s the possibility to set up ads to direct traffic towards your campaign • Enhances customer satisfaction through an interactive and fast exchange • Facilitates a strong engagement through contests and games tWitter Primary Purpose: Shares breaking news and live updates, and promotes new products and brand contests using the power of trends and hashtags. Main features: • Used by an audience that is looking for quick info and an immediate response to questions about products or events • Known for its hashtag () communication system • Oer ff s the opportunity to use trends and the latest updates to direct traffic towards your page/Campaign • Best plaorm tf for PR/publicity purposes when traditional media does not respond. 36 37f aceBook pOSTIng On OTHer FB pageS reLa Ted TO yOur nICHeS • How to create the perfect FB page Facebook is the perfect plaorm tf to reach 1.591 billion active monthly users. Many of them could Tips: An example of the types Main advantages: Use the FB Graph be potential customers. According to a Facebook statistic “80% of the users buy something that was of comments you can post is:“Hi Search to find the pages that have suggested by a Facebook friend”, and another statistic shows the importance of having a Facebook everyone, this T-shirt is only available benefited from a high amount of likes page for a brand or product: “On any given week 0.5% of the Facebook users engage with a brand for 7 days – www.teezily.com/ and communication within comments, they liked”. This means that on any given week 7.95 million people of all active Facebook users rottweiler”. Make sure you post on and post the link to your Teezily engage or potentially purchase an item. This is why we oer ff you help to create the perfect Facebook other pages using your Campaign Campaign on those pages. page for your Teezily Campaigns. page and not your personal profile. Create a page for a brand or product using an “iMage Post” Choose a relevant page name Fill out your profile completely Tips: We recommend using yellow Choose a relevant profile and cover picture Main advantages: The image post is as the background color of your a favourite of ours because it allows mock-up since it attracts aen tt tion Share the page with your community us to reach more of our intended and improves your click through rate. audience than when we post a link. It’s Red creates urgency and encourages also the best marketing approach for the Facebook users that come across beginners in t-shirt marketing, as they your ad to hurry and click on the link. usually have a smaller budget and this o range is a real call-to-action color, • Promotion on FB helps them cut expenses. and purple should be kept exclusively for your female audience. Aer ft testing the eectiv ff eness of the different types of advertising, image posting is what will allow you to get the most out of Facebook and its virality, since your target audience will like and share your publications which will then appear on their friend’s newsfeed. There are at least 4 ways to sell your Teezily created products on Facebook. creating fB ads pOSTIng On y Our FB p age (Free) Tips: Ideally, you should have three campaigns or ad sets: one for the Main advantages: Facebook ads are Main features: it works really well news feed right-column ads, one Indeed a powerful tool. They allow when you already have a successful FB Tips: Schedule your posts three for the news feed desktop ads, and you to target specific demographic page and a passionate audience. There times a day (9 AM, 1 PM and 9 PM another one for the news feed mobile niches and passionate communities are no costs and you can easily engage ads. This way you will be able to with a very small budget. Facebook’s your public and invite them to share control your budget to a much higher tool Audience Insights is one of the the link. degree than if all ad formats were best ones you have at your disposal. in one campaign or ad set. Also, it is It essentially allows you to learn about important you choose a nice graphic; specific audiences before risking your visual content is far more influential budget or targeting them. than textual content. 38 39