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Targeted Marketing Ideas

by mobobs
21 replies
I have a brick and mortar menswear store. I currently use facebook marketing but want to diversify my marketing channels. Any ideas on how to target white collar males other than Facebook?

TIA!
#ideas #marketing #targeted
  • Profile picture of the author savidge4
    Originally Posted by mobobs View Post

    I have a brick and mortar menswear store. I currently use facebook marketing but want to diversify my marketing channels. Any ideas on how to target white collar males other than Facebook?

    TIA!
    If you happen to type "Menswear" in Google.. does your website appear? better yet, lets take a step back... do you have a website? For a brick and mortar.. you really don't want a commerce site, as much as you do a site that hits on all the major things people may look for, and because your site would be "Local" it should list pretty well for terms like "Mens Suits" or "Tux Rental" or "mens dress shirt" and the like. ( granted this is dependent to some degree on the size of the community you have your business in. )

    At the very least you want your site to be "Responsive" and me personally.. I would go a step further and have a responsive site for a period of time to determine the most searched terms, and from there develop a Mobile only site that focusses on those terms and Mobile users specifically.

    Basically you will need to find a very reliable and affordable company to assist you with these things - or you can do it yourself ( and BTW I am by no means self promoting.. I cost to much LOL )

    This is what I believe would take your business to the next level.
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    • Profile picture of the author mobobs
      Thanks for the response. We actually do have a website and rank on the first page for most common keywords. Our issue is bringing in customers who aren't actively looking for a new store to shop by. We're finding that successful white collar proffesionals aren't your typical bargain shoppers. They seem to be set in their habits and just go to their usual department store or specialty store without really thinking about it. We're looking for creative ways to target them.
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  • Profile picture of the author ewenmack
    2 things...

    1 Make it a hip destination

    2 Get all customer measurements and all contact info
    so you can keep stylish clothes in front of him.

    To kick it off, have a style VIP night in which the girlfriends and wives
    get your invitation to bring their partners along. Awaiting will be a free pair of cufflinks.

    Having this database of customers with their sizing and style
    not only means you have predictable cashflow but also
    you will have quick-turn of stock because you are only getting stock in
    that matches your existing customers.

    A menswear retailer has a subscription in which new items are sent out each month.
    If the client doesn't like the item, [very rarely] he can send it back.

    This type of service is loved by busy professionals because they hate shopping,
    but still, like to look stylish.

    My friend, a 24 years old male professional living in London
    is a prime example of this.

    He has talked to me about this on a number of occasions and went as far as
    exploring the idea of setting up a business to cater to others just like him.

    Best,
    Ewen
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    • Profile picture of the author mobobs
      Originally Posted by ewenmack View Post

      2 things...

      1 Make it a hip destination

      2 Get all customer measurements and all contact info
      so you can keep stylish clothes in front of him.

      Best,
      Ewen
      Thanks Ewen! We're pretty much doing most of that. Our issue isn't so much keeping the current customers happy and coming back, it's getting new ones. Right now, most of our customers our churchgoers who like to dress up. While we do cater to their styles, most of our merchandise is geared towards white collar workers (boring suits ) That's the client base we really want to tap into. Our conundrum is figuring out how to reach them. We need some sort of targeted marketing...
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  • Profile picture of the author vansy
    I think you can try in IG because white collar males are usually using IG.
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    • Profile picture of the author umc
      Go get them where they work. Find office complexes where they work and leave some sort of coupon for the business to distribute internally. When we started our mobile auto detailing business we went and offered group rates through local employers. They put our discounted services in front of their employees who, in turn, scheduled services. It was marketing that cost us only the amount of the discount and we got customers every time.
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      • Profile picture of the author mobobs
        Originally Posted by umc View Post

        Go get them where they work. Find office complexes where they work and leave some sort of coupon for the business to distribute internally. When we started our mobile auto detailing business we went and offered group rates through local employers. They put our discounted services in front of their employees who, in turn, scheduled services. It was marketing that cost us only the amount of the discount and we got customers every time.
        We thought of that. Our only concern was that it would be viewed as spam and thrown out. We felt that without a personal recommendation or introduction offices would be reluctant to hand it out to their employees.

        One thought was to offer offices in the sales industry a seminar on the importance of presentation and tips on how color plays into that. Do you think that would work with most offices or would that not be enough of a draw to disrupt their day and bring all the employees together? That was just an idea. Also, I'm afraid small lawfirms and accouting firms (who would probably be our best customers) would be wary of such an offer. That was my initial hesitation, but I'm considering it.
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      • Profile picture of the author Ron Lafuddy
        Originally Posted by umc View Post

        Go get them where they work. Find office complexes where they work and leave some sort of coupon for the business to distribute internally. When we started our mobile auto detailing business we went and offered group rates through local employers. They put our discounted services in front of their employees who, in turn, scheduled services. It was marketing that cost us only the amount of the discount and we got customers every time.
        This is probably the most devastatingly effective approach, that a local business looking to jumpstart sales, can use.

        Why?

        Because you are going into your marketplace, and meeting with proven buyers of your product.

        You can't do better marketing than that.

        I've used it to sell all kinds of products and services, including a fiber ring that cost several million dollars to install.

        Oh, and don't worry about the competition. You'll never meet those guys doing this. They're "busy" sitting on their ass waiting for the magic solution that is EASY and doesn't involve WORK.

        Good luck with that.

        Ron
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        • Profile picture of the author mobobs
          Originally Posted by Ron Lafuddy View Post

          This is probably the most devastatingly effective approach, that a local business looking to jumpstart sales, can use.

          Why?

          Because you are going into your marketplace, and meeting with proven buyers of your product.

          You can't do better marketing than that.

          I've used it to sell all kinds of products and services, including a fiber ring that cost several million dollars to install.

          Oh, and don't worry about the competition. You'll never meet those guys doing this. They're "busy" sitting on their ass waiting for the magic solution that is EASY and doesn't involve WORK.

          Good luck with that.

          Ron
          How do you suggest we get into the offices? Do we offer to do presentations on the importance of clothing and how it effects people's perception of you? Do we ask for a meeting with management? do we ask to speak to employees? It just seems so out of the box that I wouldn't know where to start with it.
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          • Profile picture of the author Ron Lafuddy
            Originally Posted by mobobs View Post

            How do you suggest we get into the offices? Do we offer to do presentations on the importance of clothing and how it effects people's perception of you? Do we ask for a meeting with management? do we ask to speak to employees? It just seems so out of the box that I wouldn't know where to start with it.
            Interesting comment. A friend, now deceased, owned a men's clothing store for almost 40 years.

            In the later years, it was all referral business. In the beginning, though, he went door to door and talked to people about clothing. What they liked, didn't like. What they bought and why.

            He made careful notes and kept in touch.

            He dominated his marketplace and ran the competitors out.

            Good luck with whatever you decide to do.

            Ron
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          • Profile picture of the author savidge4
            Originally Posted by mobobs View Post

            How do you suggest we get into the offices?
            There is something present in most of these offices already. The question you want to ask your current clientele is: What radio station do you listen to at work? chances are better than good the list will be short and sweet.

            The next thing you will want to target is lunch places, and coffee shops. Business people are indeed creatures of habit... figure out what the habits are and target accordingly. Try something like pre printed receipt paper: Custom Printed Paper Rolls - Custom Receipts & Thermal ( as an example ) The coffee shop or lunch place gets FREE receipt paper.. because you will buy it and have it printed with your shop logo and details.. and you get very low cost advertising.
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    • Profile picture of the author mobobs
      Originally Posted by vansy View Post

      I think you can try in IG because white collar males are usually using IG.
      Excuse my ignorance, but what's IG?
      Thanks!
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  • Profile picture of the author ewenmack
    Do you have customer names and addresses?

    If so there are 2 ways to use data to find others just like them.

    One is for online use and the other is for direct mail use.

    It's spooky what data is available for us to be used.

    Best,
    Ewen
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    • Profile picture of the author mobobs
      Originally Posted by ewenmack View Post

      Do you have customer names and addresses?

      If so there are 2 ways to use data to find others just like them.

      One is for online use and the other is for direct mail use.

      It's spooky what data is available for us to be used.

      Best,
      Ewen
      We have most customers email addresses, name, phone number, physical address, etc. Can you elaborate on how we'd go about using that data to find similar customers?

      While that would be extremely useful to growing the existing base of churchgoers and millennials (since they tend to google us), do you have any ideas on how to target lawyers, accountants, and other similar white collar suit-wearing professionals? Our issue is twofold; the first is getting in front of them, and once we do, we need to convince them to give us a chance. These customers are extremely valuable since they are creatures of habit and very loyal. Once they go to a particular store, they rarely look elsewhere...
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      • Profile picture of the author ewenmack
        Originally Posted by mobobs View Post

        We have most customers email addresses, name, phone number, physical address, etc. Can you elaborate on how we'd go about using that data to find similar customers?

        While that would be extremely useful to growing the existing base of churchgoers and millennials (since they tend to google us), do you have any ideas on how to target lawyers, accountants, and other similar white collar suit-wearing professionals? Our issue is twofold; the first is getting in front of them, and once we do, we need to convince them to give us a chance. These customers are extremely valuable since they are creatures of habit and very loyal. Once they go to a particular store, they rarely look elsewhere...
        About how many do you have on file?

        Best,
        Ewen
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        • Profile picture of the author mobobs
          Originally Posted by ewenmack View Post

          About how many do you have on file?

          Best,
          Ewen
          I'd say roughly 1,500. These are all people who spent more than $100.
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          • Profile picture of the author ewenmack
            Originally Posted by mobobs View Post

            I'd say roughly 1,500. These are all people who spent more than $100.
            That's great.

            The software will go find others like them
            who are most likely to spend money with you over everybody else.

            You don't have to decide who they are,
            the machine is more accurate.

            For example, it could find that a significant number of your customers
            are Chevy drivers, shop at Walmart, buy dog food at a local store,
            eat out at Burger King, travel to Disney World, Orlando.

            All things you would never know.

            From this data, it can provide you with a list of names and addresses
            of all those folks which match those look-a-likes.

            It use to be only big corporations had access to
            this data in the past, now I can access it for you.

            Best,
            Ewen
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            • Profile picture of the author mobobs
              Originally Posted by ewenmack View Post

              That's great.

              The software will go find others like them
              who are most likely to spend money with you over everybody else.

              You don't have to decide who they are,
              the machine is more accurate.

              For example, it could find that a significant number of your customers
              are Chevy drivers, shop at Walmart, buy dog food at a local store,
              eat out at Burger King, travel to Disney World, Orlando.

              All things you would never know.

              From this data, it can provide you with a list of names and addresses
              of all those folks which match those look-a-likes.

              It use to be only big corporations had access to
              this data in the past, now I can access it for you.

              Best,
              Ewen
              Sounds interesting. Can you message me the details of how it works and pricing?

              On a side note, any ideas on how to entice white-collar suit-wearing professionals to make the switch from their usual stores. We really don't have any marketing strategy in place so we're open to any ideas...
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              • Profile picture of the author ewenmack
                Originally Posted by mobobs View Post

                Sounds interesting. Can you message me the details of how it works and pricing?

                On a side note, any ideas on how to entice white-collar suit-wearing professionals to make the switch from their usual stores. We really don't have any marketing strategy in place so we're open to any ideas...
                A Hong Kong tailor made suit store offers free cufflinks
                because any man who wears cufflinks wears suits.

                I might not be able to get back to you today,
                as I've got a lot going on...
                in which case tomorrow.

                Best,
                Ewen
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  • Profile picture of the author belikethat
    Hitting the right market is knowing your product and your target market. Who will buy? Identify the age bracket, the geographic location of your buyers, and what is trending. With these basic elements, you will know your approach and designs to use.
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    • Profile picture of the author mobobs
      Originally Posted by belikethat View Post

      Hitting the right market is knowing your product and your target market. Who will buy? Identify the age bracket, the geographic location of your buyers, and what is trending. With these basic elements, you will know your approach and designs to use.
      We know the target market, white collar suit-wearing males. Age bracket would be 25-60. Income would be $40,000-$150,000.

      The issue is figuring out how to reach them and what pitch to use since they rarely look for a new store once they have one. I'm not sure coupons or discounts would work. We tried buying a mailing list with such data and offered a $50 off of $150 coupon. Out of 5,000 that we sent, only 4 came in. Our single attempt at a print ad didn't work out either. We ran it in a paper thats readership falls into our target demographic. We ran it for 6 weeks at over $500 a week with almost zero return. Clearly, just getting in front of them isn't enough. I think we need to find a better way to target them and different message or medium. It could be mailers and print ads are just the wrong medium.
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