What has a simple paint brush company got to do with new media marketing? Would old timers, who although in awe and approval for the need for online marketing, actually get down to building its web presence? Doing all that it takes to get way up to the top of the search engines and to build an engaging brand?
Branding Marketing a Paint Brush | Credits: pxleyesTraditional Debate on Internet Marketing Worth
Of course, one may always debate the worth of the whole internet marketing exercise. After all, for this brush manufacturer it’s all about volumes. Though of not a high involvement high value product, this member of the stationery category is of prime importance to seasoned as well as amateur painters. Imagine all the probabilities that a brand building up its customer loyalty can en-cash upon. In future, if the company comes out with variations and new products within the category, they will be readily accepted. Traditional channels of sales and distribution will also stand to benefit from the same.
Traditional Sales via Brick-Mortar Stationery Retailers can get a boost with high engagement online brandingSo What’s The Big Idea?
The plan is to come up with a sound strategy that is consistently implemented. Today, the internet usage is brimming; its equally accessed on smart phones as on the computers; here – opportunities galore. Let’s just delve into how the website of this paint brush manufacturing company can pull crowd, engage and ultimately convert this traffic to real sales either online or offline. In case of B to B, efforts can be targeted towards one; channel partners and two; towards institutional sales. Distributors can be kept in the loop and retailer engagement is possible; much more can be done with respect to institutional sales. Schools, art colleges and classes are lavish fields ideal for forum interactions, competitions, engagement via tutorial materials and the like. Now, where as B to C marketing is concerned, there’s absolutely no dearth of creative ideas. A whole lot can be done here. For this case in point, let’s restrict to website and how engaging it can be. Product images, description, packing, price, availability details and even an online store are the usual stuff a paint brush website would constitute. We go beyond.
5 New Media Marketing Ideas for Paint Brush
Here let’s involve the website visitors also.
- How about telling them: ‘how it’s made’. A video that shows how this particular brand of paint brushes are made. We assume the profile of this web visitor is either a painter or an art student. And show the good ways to care for the brushes!
- They get to view best of the world’s paintings from the likes of famous painters: Leonardo da Vinci, Michelangelo Buonarroti, Vincent van Goh, Pablo Picasso, Sandro Botticelli, Claude Monet, M F Husain, V S Gaitonde, S H Raza, Amrita Shergil, Raja Ravi Varma, Johannes Vermeer, Roger Colson, Sophy Bristol, Simon Firless … you name them!
- No, we don’t stop here. Each of these paintings could have the details of its nuances, tips and tricks and a video tutorial on how to paint. Content inclusive of profile and history of the old as well as modern painters, their works, styles of painting, et al.
- Further we can blog to update readers on the industry, latest styles and other useful information. This platform can create a database of its subscribers via sign-ups for freebies and downloads of short easy to learn painting courses; apart from regular blog updates.
- Subscribers can also be auto-eligible for competitions organized by the company. The winning entries can be auctioned to benefit a charitable cause. Thus, adding on up to its corporate social responsibility.
How Offline Activities Can Reap Rich Dividends
This paint brush manufacturing company website can invite professionals to list their workshop and painting class details for the benefit of students. It can also serve as a forum of interaction between professional painters, amateurs, students, art teachers as well as industry experts. And among all of this, imagine the amount of user generated quality content and also the social sharing happening via the social plug-ins; thanks to the happy visitors and subscribers to the site. The interesting and the useful stuff that – by the way; also displays individual image is bound to go viral. Ultimately sales are bound to derive a good mileage out of all this. Apart from complete online branding, can you imagine surveys and focus group study as extended initiatives? All depends upon the results one wants to achieve.
Branding of Low Value Product via High Engagement
Here, we have taken a small product like paint brush and built a passionate industry specific community around it. We have more or less been able to ideate an integrated effort of branding a low value, low involvement product via high engagement. Now over to you… please feel free to share your suggestions Â