The right use of promotional gear can make or break a marketing campaign. T-Shirt Magazine Online, a news source for the promotional wear industry, cites case studies that demonstrate smart marketing tactics using t-shirts to promote the company’s brand.
Industry journalist Mike Riches points out how companies can use these case studies to propel them to success in promoting their brand. These studies demonstrate the need for a company to first construct a strategy designed to reach its target market with the message. Those subtle cues that mark a person as a member of an exclusive tribe draw others to the possibility of becoming a member of that tribe. That’s what sets a company’s brand apart from its competitors to successfully conquer the challenge of promoting a business.
Based on his examples, Riches advises companies to “mirror [its] brand image and style” in their efforts to promote their business. Designs and slogans, therefore, need to promote not only a product, but also a lifestyle.
Successful Campaigns Use Promotional Videos to Their Advantage
Zanerobe, a self-described “progressive streetwear company,” previewed their collection with a video which showcased its promotional t-shirts together with other pieces of their collection. Its raw, natural video brought that energy right from the streets and onto the screen, branding their products with the lifestyle their target market wants to live.
Successful Campaigns Create Environments To Showcase Their Products
When companies shoot videos, they need to keep branding at the forefront of their plan. For example, the urbanwear company Manikinfresh used an bleak urban cityscape to shoot their promotional videos and photos. The director asked the models and actors to move as if they were being followed by a stranger out on the empty street. The video was a success in branding the company’s products, since its target market got the message.
On the other hand, Just Keep Livin’, a clothing line founded by actor Matthew McConaughey, featured shots taken in the backwoods to showcase their brand, a line of clothing with a rugged, outdoorsy edge.
The videos’ director chose to market the line by appealing to the brand’s target market, men with an appetite for the wild side of nature.
Models and Actors Should Fit the Brand’s Image
When a company wants to showcase its promotional wear on videos or photographs, it needs to choose actors and models who reflect the brand’s image. AnyForty, a British urbanwear company who markets primarily to skateboarders, selects its models and actors that look like they just stepped off their skateboard to say hello.
Own the Night, another streetwear company, markets their line of clothing with tattooed models and actors with whom their target market can identify. Creating brand awareness in its target market, Own the Night captures more than its share of their business.
Showcase the Promotional Wear Itself To Appeal to the Company’s Target Market
Some companies post photos and videos of the promotional wear itself to put the focus on the merchandise. Again, it is important that companies keep their brand’s image in mind as they promote their business. This is especially true for marketing a business with custom apparel.
Clothing retail giant Abercrombie is one company who does so with great success. Their casual, sporty brand is best displayed with a tousled, slightly wrinkled look. When shooting videos or taking photographs of their promotional wear, the company intentionally puts a few creases in the t-shirt or hoodie to let the laid-back quality of their brand shine through. The look of casual comfort. Abercrombie owns it, thanks to its innovative marketing tactics.