It is not that easy to set a new project on its feet. Every detail is important, every detail matters. With Vyshnevsky we had the opportunity to work from the stage of improvement and unification of the product itself — handmade wallets.
Our task was to prepare the basis, to create branding and business development concept, and market positioning. We had to find the perfect niche for the Client’s product, set it apart from the competition and make the brand recognizable and memorable.
The main thing in this project was its concept. Our positioning determined the elements of branding, content of social networks, photo and video shooting. The Client sewed each wallet with his own hands, and we tried to transfer that special energy through advertising.
For Vyshnevsky, we developed a logo and an embroidery trademark for products. We also worked thoroughly on fonts, designed a business card, greeting and guarantee letters, and created a page design for social networks. We approved with the Client a united style of photos, which was followed by us in all shootings. It is important for branding to be a kind of core that runs through all the advertising activities involved in the business. Therefore, well-designed branding elements were adapted to different formats and networks — both online and printed.
For Vyshnevsky, we developed a marketing strategy that detailed how a company should operate in the marketing field. The strategy provided a description of what the results of the work might be, what they would depend on, and what should be done to make the achievements better. In addition, we developed a map of the target audience to understand who the potential buyers of the product are.
The brand concept development is a core basis when starting a new business. It distinguishes a brand in a competitive environment, shows its main advantages to customers and makes the image holistic, building the right reputation in the market. For Vyshnevsky, we worked on several key features that harmoniously reinforced the premium positioning of products and set the tone for the highest standard of customer service.
To add a little intrigue to our marketing dish, we decided to work with the idea of incognito. The Client, the author of the products, did not show the newly created brand to his surroundings. The photoshoots were held without a face, and we distorted the voice in the video. The only thing we showed in the frame was the Client’s original tattoo. We promised to open Incognito after the sale of the 500th product. Who is this unfamiliar craftsman? Maybe your friend or neighbor? Engaging, isn’t it?
Most handmade products are positioned in the inexpensive and medium segment. However the real price of handmade exclusive work can be very different. It is determined by value (limited series, work of only one person and 100% by hand, etc.) and, of course, quality. By positioning Vyshnevsky in the premium segment, we set a high standard for the product itself, as well as for customer service and for all marketing activities.
The Client’s business started online, and there was no opportunity to come to the store, look carefully and touch the product. Therefore, we have developed a strategy for a lifetime warranty on products. This emphasized the quality of the product and overcame the objections of customers who were afraid to order ‘a pig in a poke’. Today, in a week or in 10 years, you can replace Vyshnevsky wallet with a new one if it wears down. All you need to do is to register a warranty. In this way, we also collected the contact details of the real owners of the goods, as these products are often bought for a gift.
It is not enough to work well to create a positive impression on a business client. Something extra, unexpected is needed. It is necessary to impress the buyer! Therefore, for Vyshnevsky, we developed a greeting letter, which was sent in each box with the purchased wallet. This greeting card is a pleasant surprise for buyers or those who received the product as a gift, and encourages them to leave feedback on the Vyshnevsky`s Facebook or Instagram page. To impress a customer, give him more than he expects!
Vyshnevsky is the case when an online store is not necessary to start a business. Using the capabilities of social networks, you can test the product and its concept, understand the needs of consumers and conduct a full test of the business model. For Vyshnevsky, we prepared unique content and targeted advertising with separate messages for each target audience group. For those who had a birthday soon, we posted an offer 'Give me a present', for couples who were about to celebrate their anniversary, we offered sets 'Eternal wallets, eternal love', for Mother's Day we published posts of women's goods and so on.
It is convenient to work with a local business that sells small-sized goods: we can always take the right photo in our studio or on the go. First, we worked on the concept of an advertising message, and then we took photos and wrote texts. We made photos of wallets with and without models, organized the filming of the work process and prepared several videos. We took both general plans and detail shots to show the product`s benefits. The photo of the product is the first factor influencing the buyer, and the exclusive product needs a perfect presentation.