What do you want the brand to be for your company Curtis? What should playLabs be?
playLabs should be my Britain Cufflinks. It should be the Victrola that I got for LaChauna. It should be upscale, tailored, functional, offbeat, a cool, conversation piece. It should be something to talk about in a cool way. Our advertising should be an expression of ourselves. It should rub people the right way. It should be something that they go to work and say, you won't believe what happened to me today. It should be artistic and an expression of ourselves.
playLabs Principle: Marketing is Art
-- Explanation: Art must have a point of view. It must be distinctive. People don't talk about marketing. People always talk about art that's true to them.
playLabs Principle: Design is really important. But don't be perfect. Get a product out there. Then innovate.
-- Personal explanation: don't wait to get a product out there. Get the product out there. Then iterate. I'm not good at design but I know what good looks like.
Door2Door-drycleaning.com
-- Clean clothes. No stress. --
Brand Awareness: Driving Sales
Builds social media awareness:
Youth market: Target Market
-- Delivery by Delivery People in Cute Costumes
Moms: One market:
-- Giving out balloon animals to kids with Door2Door-Drycleaning ads on them
-- Kids bring balloons home. Mom sees them.
Cross Branding:
Talk to Charles Tyrwitt -- Maybe a once in a while advertising deal
Young men:
-- shaving event: always look fresh ... door2door-drycleaning.com
-- beer + brat tasting: 20 beers/20 chefs/ free of charge
-- 1 Page Catalog: Get a discount (Charles Tyrwhitt)
--
Acquiring Vendors:
-- Talk to a potential vendor:
-- This is the product I have
-- This is what it can do (a demo)
-- This is why I invented it
-- This is how it works
-- This is our pricing structure
-- This is the cost/benefit to you and to me
-- I've never sold to dry cleaners and you're local and I'm local.
-- What I'm asking is what would it take for you to sign on
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