I promise to work this around to marketing, eventually, but first I'm going to mention some of the bags that have my interests. My current obsession deals with finding good everyday bags to carry my iPad or my camera in (and sometimes both). Here we go with what I've found:
|Vera Bradley Laptop Travel Tote|
Now, for the first marketing bit. There's a new social media platform in town that is drawing women like mad - Pinterest. I'm going to talk more about Pinterest in the near future, but the SocialMediaToday blog already wrote a short post on why companies - especially those targeting women - need to figure out this trendy social media now.
Speaking of moving or more specifically traveling - I have found my dream camera bag thanks to my friend, Nat. Kelly Moore has designed camera bags that are functional, fun and feminine (she does have some guy bags too). There are several things about her marketing efforts that I think are smart (and a few I would improve upon), but first - the bags!!
|Kelly Moore B-Hobo Bag|
|Kelly Moore Libby Bag|
There is also a link to her blog from the home page. The blog is fun to look at and very cleanly designed. First-up you see her monthly contest - where to enter you need to like her on Facebook and/or follow her on Twitter. A great way to draw more attention to either of those vehicles. Now, here comes one of my 'needs improvement' sections for her marketing - the blog is (at least at first glance) nothing more than posting winners and information about the latest bags. I want more than that from her. I want to read about her photography - how her bag worked for her in this situation and in that. I want a guest blog from a bag user. I want more. And hopefully she'll follow her name and give us Moore.
Just like Vera Bradley, her site is very unfriendly to easily pinning for Pinterest. I did take the time to copy and pin my favorite bag -but the direct link has been lost. I hope she finds a way to incorporate photos that can be pinned into her site, because I really want to pin more of them and share them with others.
The aspect of her marketing plan that I love the most is her use of video and the vimeo service. Vimeo is an alternative video sharing place that is used particularly in the artistic community. All of Kelly's promotional and tutorial videos are hosted here.
She has one video that is just a commercial for her bags that shows them in action. Honestly, it's nice, but not inspiring. I thought the actors/models were off - but that is probably a personal preference thing-because they didn't look like me or any of my photog friends. The production quality is great and the music nice as well - and this wasn't an expensive shoot - so a very doable marketing tool for a small business. I would just like to have seen more of the product in action and less of the actors.
Kelly Moore Bag Promo Film 2010 from Joshua Smith on Vimeo.
Here's another promo video from two years ago that features Kelly Moore as one of the actors/models. I actually like this one much better because I get more of how to use the bags.
Kelly Moore Bag - Promo Film from Joshua Smith on Vimeo.
produced by Joshua Smith Films
She could easily combine the promo video with a contest to have consumers share the video in various social media platforms, and possibly she did when they were first released.
When you go to the video page of her site you will see some of her videos for her bags listed, but not all of them. I would list them all in one place so people could find them. There were many other videos through out the site on product pages that needed to be here as well. What I really loved about her marketing was that she included videos of how each bag can be used. I watched the videos for every bag (I started watching just the B-Hobo bag because I liked the look best, then decided I needed to check them all out to be sure about my choice). I really got a much better sense of what each bag would hold from the videos. Awesome way to connect with consumers, help to prevent returns and demo the bags. I close with the video tutorials for the bags I'm hoping to purchase.
Libby Bag from Kelly Moore Clark on Vimeo.