DIGITAL MARKETING FOR DIRTS
A guest article by Christian Sauer.
“I DON’T HAVE HUGE BUDGET.”When I met Philipp in Aschaffenburg for coffee to talk about his company, he asked me a clear question: “How can you support us? I'm a small company and don't have a huge budget with which I can finance large marketing measures." The solution follows in the article. Just this much in advance: Sauer Marketing is now taking over the digital marketing of DIRTS.
FROM PROFESSIONAL ATHLETE TO TEXTILE PRODUCER.Philipp Reuter is the brains behind it DIRTS , a premium streetwear label from Aschaffenburg. In 2014, the former handball professional had the idea of designing a very special fan shirt for the World Cup (motif: “Let us become world champions again”). This idea was quickly followed by other products from these areas Textile merchandising including for clubs from the Bundesliga, various commissioned work for companies and the premium streetwear segment, known as DIRTS. Philipp attaches great importance to the origin of the garments and constant optimization in terms of sustainability. DIRTS does not focus on quantity, but rather on selected styles that stand out from the rest of the market with their fashionable cut and genuine organic quality.
FROM HIDDEN CHAMPION TO CHAMPION.
Many people claim to offer organic quality, but very few keep their promise. Most of the time only the cotton is organic. The rest of the supply chain, from harvesting, to yarn production, to weaving, to tailoring, to printing, are generally not truly sustainable. Not so with DIRTS. Already today, large parts of the label are named after the Global Organic Textile Standard (GOTS) manufactured. This is really good, but unfortunately completely unknown to the end customer. At least for the vast majority of the population. So this message has to get to the people! As we all know, marketing is the solution for something like this, but what do you do when you don't have a budget worth millions because you're a small and (still) local hidden champion?
Classic print media such as flyers or print advertisements still work very well for certain topics today. For example in regional campaigns. In the case of DIRTS, a Germany-wide campaign would be very expensive. To promote DIRTS with the budget of a smaller, medium-sized company, offers Digital Marketing interesting possibilities. In addition to the lower investment costs, the measurability of the measures is also an extremely positive aspect. You can optimize campaigns during their runtime in terms of their performance and monitor exactly from which sources visitors come and how they behave on your website.
By means of a well-founded Google analytics The search volume for certain keywords can be researched. Based on these results you can target Landing pages create and guide people searching to the desired result. About a professional Email marketing Existing customers can be informed about new products. Social media campaigns on Facebook and Instagram offer the wonderful opportunity to reach new customers with exciting videos and images. “Sympathetic” and “authentic” are the magic words here. Philipp has already presented very good storytelling on social networks. Together we are now on a mission to make the DIRTS brand really big in Germany.