A great example of effective positioning and marketing
I am always on the look out for companies who are doing it right and in my opinion, clothes company Dollydagger are a brilliant example of how to position and market yourself that we can all learn from!
Dollydagger sell retro 1950s and 1930s inspired clothes and accessories, which are pretty niche but really stunning. They are not looking to compete with the clothes giants such as Zara and H&M on price or fashion, but instead cater brilliantly for those people who love these kind of clothes.
They have a really fun website, with beautiful pictures of the clothes and personal messages from the owners about each piece. They send regular emails with their clothes framed in hearts, stars and flowers which are very kitsch but fit perfectly with the style of the clothes. I am on their mailing list and will always make time to open the emails, they bring a smile to my face!
The service is personal and friendly and the clothes come wrapped in stunning tissue paper with little badges inside as an extra treat. Plus they ship to Spain at a very reasonable price which makes a change. If you don’t like it, just send it back, no problem!
Their follow-up is great too. I was trying to buy this great bikini last summer, but it was out of stock. In May this year they got a new batch and I was immediately notified that they were in and offered the first chance to get one – which of course I took. It made me feel like a valued customer, even though I’ve only bought a few things with them and triggered a purchase – very clever!
Dollydagger are now making good use of social media with their facebook page. They are aiming to get 4,537 fans by the end of June and are appealing to their loyal mailing list to help, by offering £300 to spend at Dollydagger for one of their fans if they reach the target. I’ve invited a few of my friends to do it because I love the product and of course want to win the prize, so they’ve engaged me in their campaign. Why not visit their page and become and fan and you’ll see what I mean!
They also win regular competitions throughout the year where you can win certain things if you buy from the store in a certain period which gives you the urgency to buy. Their Christmas campaign in particular is excellent and sets you up to buy presents from them, or in my case send the links to my boyfriend!
I think all companies, operating on and offline, can learn a lot from Dollydagger. If you position yourself correctly and appeal strongly to a smaller market which has less competition, you will have a better chance of dominating this market and will not have to compete on price.
If you love what you do and create a brand which fits perfectly with what you are doing and which appeals to your market it will become much easier to sell. Plus by making regular connect with your target market in a positive way, you will create a loyal customer base who will become advocates to what you are selling and spread the word for you.
If you’d like your company to stand out from the crowd just like Dollydagger, Shaw Marketing Services can help! We’re here to create a fantastic brand, work on a marketing strategy which fits your budget and your company personality and help you to effectively communicate with your target market, whether you are just starting out, or if you are an established company looking to improve your marketing. To help companies in these difficult times, we’re offering a free brainstorming session to give you some inspiration. For more Costa del Sol marketing information or to book your brainstorming session please email info@shawmarketingservices.com