A marketing kit for Walt & Tietze. How we dug in other people's underwear
Goal
Scaling the compression linen brand business by attracting investment
Objectives
Make a marketing kitThat will convince you of the future investment
Implementation
We were contacted by Walt & Tietze. It is a distributor of compression clothing for sports, which comes from Germany and Brazil. We were asked to make a marketing kit -- a selling presentation with a call for cooperation. The company sought to attract investors to strengthen its position in the market. The message is clear. Ready, ready, march!
We looked into the customer. It turned out that clothes from Walt & Tietze were worn by Russian skaters at the 2018 Olympics. This was the birth of a unique selling proposition: “For your customers, we will try as hard as for the Olympic team.” It is easier to trust a brand when the best ones already rely on it.
Market analysis. It turned out that 70% of all those who do sports do it in compression underwear. The share of such clothing in the segment is 5%. From one text you can already assess the perspective, but for clarity we created an infographic. After all, the numbers are more convenient to perceive in the form of a diagram.
We looked at the range. It consisted of six positions: from t-shirts to leggings.
For each type of product, we drew icons. They also focused on the quality of clothing, reflecting the benefits in the form of a bully list. They pointed out that the underwear is elastic, but not stretchable; waterproof, but breathable. At the same time, our marketers know that no icons and no text will push the investor to invest. You have to see the product.
Gathered a catalog. We dedicated a separate block to photos of underwear. Athletes in the clothes of the brand are engaged in running, sitting on twines, playing tennis. They showed the product in action so that the viewer could imagine what incredible physical shape he would achieve in this linen. The images were supplemented with data on colors, sizes and materials.
Showed a profit. We made a step-by-step plan for how dealers work with Walt & Tietze. The first action is to call. The second is to get clothes for the test as a gift. The third is to order. The path is simple, so it is easy to decide. The slide was allocated for investors, the profit was emphasized - 50% from the ninth month.
Finish, cross the ribbon, raise our hands to the sky...
Result
The customer is holding a gold medal. I mean, he liked it. Later, we were told that negotiations with the marketing whale began to go faster. higher, stronger. The investor was found.
