Dust and Bone new marketing idea
ways of repositioning the brand that other companies have not thought of ( Cobos, 2012). This way traditional schemes can be broken, and marketing can be taken to a whole new level ( Cobos, 2012). This is where sensory marketing can be used as it is the use of senses through stimuli which can be designed to directly relate to a specific brand ( Cobos, 2012).
This brings us on to our final theory which relates to the schema of the audience, as how the senses are interpreted is based on the schema. The "schema" of an audience is a set of beliefs that they have, for example the schema of Dust and Bones audience is to have freedom to express their inner thoughts through art. This is why all the art work on the clothing is very unique and all have hidden meanings created by the designer Jonny Rowe.
As Dust and Bone has only used traditional marketing techniques I have come up with a sensory event experience located in Dust and Bones studio which will ensure Dust and Bone will be remembered by many. Research has shown that when a consumer has the opportunity to touch a product and be more involved, they have a more emotional connection to the product and will result in them being more likely to buy the product than if they just looked at it. This is why a sensory exhibition of Dust and Bones products, linked with a master class workshop of drawing and designing would be the perfect opportunity to get consumers involved in everything that Jonny Rowe does. This would also be a free event as it would not cost the owner very much, and would ensure more people would turn up.
Within the studio there are three different rooms, this way the event can be ran like a circuit spending half an hour in each room; all consumers can move from
one room to the other to ensure they have experienced everything and their senses will have been stimulated. The first room will consist of a drawing master class, this will include a small group of people being taught by Jonny, they will all get the chance to design a t-shirt and the winning idea will be put on a piece of clothing and then be sold on the Dust and bone website. As the consumers are totally involved in this experience and also have the chance to sell their art, they will have more motivation to be involved. The second room will be an Illustrator and Photoshop master class, During this workshop the owner will teach the consumers how to use the design they have just made and transfer it onto a t-shirt online ready to sell.
The final section of the exhibition would be where the consumers have the chance to look, touch and try on all of the Dust and Bone products. This way they will have a more emotional connection to them as they can see what they look
like on, and if they are pleased with the outcome they will find it more difficult not to purchase them. Jonny Rowe can then take photos of the consumers wearing the products to use for future promotion. As the consumers have been through the full process of designing, making and trying on the products the emotional connection will be extremely strong and the brand will definitely stick in their minds.
Jonny Rowe's talents do not stop their, he also produces music. Therefore to stimulate the hearing sense of his consumers, his own music will be played throughout the exhibition to create an atmosphere that will influence their mood and also responsiveness to their senses being stimulated; in the hope it will result in more products being sold. the sense of smell will also be stimulated throughout the whole exhibition as the studio has a very rustic feel and is an old building the natural smell is like a museum and links in to the rest of the event to create the ambience.
As discussed before the schema of the audience is young people that believe they should be able to express themselves through art, this event is perfect for this type of audience as by designing their own clothing with their own feelings and expression they have as much freedom as they want.
A link to the Dust and Bone website is below:
http://www.dustandbone.com/
Here is the star rating for Dust and Bones marketing techniques at the moment:
This star rating has been chosen as a result of the traditional marketing techniques used and basic use of social media. However with the new ideas proposed within the blog it could easily be increased to a five star rating.
References used
Cobos, H. (2012, April 13). SENSORY MARKETING AND BRANDING: THE POWER OF THE SENSES [Web log post]. Retrieved from http://morethanbranding.com/2012/04/13/sensory-marketing-and-branding-the-power-of-the-senses/.
All pictures have been given by Jonny Rowe the owner of Dust and Bone
Bobbie Atkinson March 2016
Dust and Bone is a clothing Brand owned by Jonny Rowe, the graphic designer who has been supporting me, Bobbie Atkinson with my branding of Rating Marketing. This blog is going to be discussing Dust and Bone, and presenting new ideas to market the brand. This blog is going to be written in first person, as the ideas discussed are my ideas that I have given to the owner of Dust and Bone.
Dust and Bone was first founded six months ago, it is only a new business and its success is growing through promotion using social media and the website in which the clothing is sold. Jonny Rowe has purely been promoting his business by posting photos of the clothing on Instagram and Facebook, as well as designing his own website with his art work shown on the site which gives it a personal feel. The negative points of Dust and Bones marketing techniques is that the brand is not getting promoted enough to stick in people's minds, and no theories have been used within the marketing in order to reach specific aims or goals.
The theory that my new brand idea relates to is Sensory Marketing and the Perceptual Process and also the Schema of Dust and Bones audience. Our senses are what dictates what appeals to us, this can happen through the following senses being stimulated; vision, smell, hearing, touch and taste. Perception comes after the senses are stimulated and is how the senses are selected, organised and interpreted. This is where the new marketing experience comes in, as this can control how the senses are interpreted in order to make Dust and Bone more successful. Not all the senses will be focused on throughout the sensory experience as not all are relevant, however touch and hearing will be the ones that will be stimulated the most. Vision will also be focused on as every task the consumers take part in will have exciting and eye catching designs to look at.
It is extremely important to differentiate a brand from the competition, and to think of
Dust and Bone was first founded six months ago, it is only a new business and its success is growing through promotion using social media and the website in which the clothing is sold. Jonny Rowe has purely been promoting his business by posting photos of the clothing on Instagram and Facebook, as well as designing his own website with his art work shown on the site which gives it a personal feel. The negative points of Dust and Bones marketing techniques is that the brand is not getting promoted enough to stick in people's minds, and no theories have been used within the marketing in order to reach specific aims or goals.
The theory that my new brand idea relates to is Sensory Marketing and the Perceptual Process and also the Schema of Dust and Bones audience. Our senses are what dictates what appeals to us, this can happen through the following senses being stimulated; vision, smell, hearing, touch and taste. Perception comes after the senses are stimulated and is how the senses are selected, organised and interpreted. This is where the new marketing experience comes in, as this can control how the senses are interpreted in order to make Dust and Bone more successful. Not all the senses will be focused on throughout the sensory experience as not all are relevant, however touch and hearing will be the ones that will be stimulated the most. Vision will also be focused on as every task the consumers take part in will have exciting and eye catching designs to look at.
It is extremely important to differentiate a brand from the competition, and to think of
This brings us on to our final theory which relates to the schema of the audience, as how the senses are interpreted is based on the schema. The "schema" of an audience is a set of beliefs that they have, for example the schema of Dust and Bones audience is to have freedom to express their inner thoughts through art. This is why all the art work on the clothing is very unique and all have hidden meanings created by the designer Jonny Rowe.
As Dust and Bone has only used traditional marketing techniques I have come up with a sensory event experience located in Dust and Bones studio which will ensure Dust and Bone will be remembered by many. Research has shown that when a consumer has the opportunity to touch a product and be more involved, they have a more emotional connection to the product and will result in them being more likely to buy the product than if they just looked at it. This is why a sensory exhibition of Dust and Bones products, linked with a master class workshop of drawing and designing would be the perfect opportunity to get consumers involved in everything that Jonny Rowe does. This would also be a free event as it would not cost the owner very much, and would ensure more people would turn up.
Within the studio there are three different rooms, this way the event can be ran like a circuit spending half an hour in each room; all consumers can move from
The final section of the exhibition would be where the consumers have the chance to look, touch and try on all of the Dust and Bone products. This way they will have a more emotional connection to them as they can see what they look
Jonny Rowe's talents do not stop their, he also produces music. Therefore to stimulate the hearing sense of his consumers, his own music will be played throughout the exhibition to create an atmosphere that will influence their mood and also responsiveness to their senses being stimulated; in the hope it will result in more products being sold. the sense of smell will also be stimulated throughout the whole exhibition as the studio has a very rustic feel and is an old building the natural smell is like a museum and links in to the rest of the event to create the ambience.
As discussed before the schema of the audience is young people that believe they should be able to express themselves through art, this event is perfect for this type of audience as by designing their own clothing with their own feelings and expression they have as much freedom as they want.
A link to the Dust and Bone website is below:
http://www.dustandbone.com/
Here is the star rating for Dust and Bones marketing techniques at the moment:
This star rating has been chosen as a result of the traditional marketing techniques used and basic use of social media. However with the new ideas proposed within the blog it could easily be increased to a five star rating.
References used
Cobos, H. (2012, April 13). SENSORY MARKETING AND BRANDING: THE POWER OF THE SENSES [Web log post]. Retrieved from http://morethanbranding.com/2012/04/13/sensory-marketing-and-branding-the-power-of-the-senses/.
All pictures have been given by Jonny Rowe the owner of Dust and Bone
Amazing ideas for the brand, excited to see how it turns out! Great blog!
ReplyDeleteThis brand looks to have really good prospects!
ReplyDeleteThe companies strategy looks positive hope there ideas are beneficial and become successful .
ReplyDeleteGood ideas for the brand, intrigued to see how it works out! Another great read.
ReplyDeleteGreat promotion for this brand bobbie, and the fact that you have thought of your own ideas, indicates that you understand the theory clearly
ReplyDelete