When speaking with startup company founders and small business owners, I constantly ask how they are marketing their products and services. How are they getting the word out to their target customers? How do startups build buzz?
In short, how do small businesses leverage that best of all possible small business marketing power tools—word of mouth? I blogged about the kind of word of mouth marketing efforts using a well-known blog that resulted in sales and (overnight) business growth for a startup company here.
Recently I met a young woman entrepreneur here in San Diego and her marketing approach is insightful for small business owners. Nicol Atkins, Founder and CEO of DiRTY ReD, Athletic Wear for Women, is combining her passion for running and her love of design to start up an exciting athletic wear venture.
Nicol is an experienced designer who has a degree in Apparel Manufacturing and Design working for companies like JCPenney, private label design companies and Mattel. She was later inspired to build her own company, using everything she learned about design and understanding customers.
She designed her brand’s look and feel (logo, web site design) to stand out from the others in her space. It is an inspired look; one she needs going up against giant competitors like Nike and Reebok.
The mission for DiRTY ReD is to provide busy women who love to work out with a comfortable, stylish alternative in running and exercise wear. Busy moms who carve out time to run or work out, often must run errands and pick up kids in their workout wear. That was Nicol’s challenge. So this marathon-runner, former fashion designer and mother of two created this great line of workout wear.
Nicol spends a lot of time at racing events and fitness expositions, selling product and talking to other female athletes. Even though she does very well at the events most of her time is spent getting customer feedback. Customer likes, dislikes and how they would love to feel in athletic wear that fits great. It fits great because it is designed specifically for women.
Here are some highlights from this entrepreneur’s new marketing approach.
- DiRTY ReD Athletic Wear for women’s designs are based on personal experience and feedback Nicol gathers from her core audience: women who love to run and workout.
- She constantly attends running and other athletic events where women athletes participate. She spends time in conversations with them about their needs and preferences for workout clothing.
- To encourage word of mouth, Nicol has formed groups of women that share a common passion for working out and supporting each other. These groups have grown into communities–the best possible outcome for small businesses. This community is now called TEAM DiRTY ReD and they workout and compete with each other buying gear at a group rate and having parties similar to your basic Avon/Tupperware parties to promote the line to their friends.
- Nicol faithfully publishes a monthly e-newsletter, sharing company updates, running events and workout tips. Email newsletters, with great content and pass-long value, like DiRTY ReD’s, continue to be highly effective word of mouth marketing tools.
Nicol recently added a blog page for her TEAM DiRTY ReD groups here. This blog will share race, friendship and product experiences across the country. It will be a great cross-promote for the brand.
I plan to record a podcast interview with Nicol Akins about launching and marketing DiRTY ReD Gear soon. Check back and learn more about DiRTY ReD’s approach.
This is a post from: SmallCompanyBigImage
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