I don’t read fiction. Maybe I should start, it could cause a spike in my imagination, but then I would have even more trouble maintaining a coherent passage of thought. Most of what I read involves marketing (I’ve just polished off Seth Godin’s Purple Cow which I recommend) or straight up business. I read these kinds of books because that’s all I am really interested in, or more specifically, I’m interested in my businesses, their products, and how to get them moving out the door. With IHC the product is shit hot:
The packaging is shit hot:
Attention to detail is bang on:
Public response has been awesome. We had a cracking conversion rate at the UCI Masters event Saturday gone, and we sold 2 tees to each customer in the majority of cases.
Our customer service is pretty damn good too:
The marketing and promotional effort has been pretty solid also. We’ve featured in Bicycling Australia, Ride On magazine, featuring in the up coming Ride Cycling Review, coming up soon in the UK’s Cycling Active Magazine, tweeted and blogged courtesy of Treadlie Magazine, we’ve got a sexy facebook competition running now (like our page and enter the draw to win our entire range), this blog is going in the right direction, featured on sites like Edy Piro’s Coolfinder.co.uk (peace, Edy), been dissed in a post or two on London Fixed Gear and Single Speed (www.lfgss.co.uk), we’ve been networking well with Acclaim Magazine agreeing to run a little competition (Thx Alex, looking forward to coffee in Melbourne around the Shoe Fair), got over 20 shirts to pros at the Tour Down Under in Adelaide this year, hooked up with the Fixed Gear Girl Taiwan, and, gee, what else…. I’m sure there’s more…and the Iron Horse Flickr site. Oh yeah, gotta make some more calls to a store in Germany tonight. Oh, and current World Champ and all round legend, Michael Freiberg is basically getting some Iron Horse sponno goodness. So you get the picture, the marketing is getting done. But, and it’s a really big but, (not butt, or booty, or whatever else you’re thinking) our web traffic isn’t really cranking like we’d expect.
As of last night, we have overhauled the copy on www.ironhorseclothing.com.au, adding in some internal links, a bit of a SEO catch blurb at the bottom of the page, and I will build an eBay site this week just for extra spider web action. Getting anyone who is in the market for a fixed gear, single speed or bicycling tee must come across our site! Gotta get that traffic flow up. Our conversion rate is so solid, most of our customers have re-ordered (one of them bought another 2 at our stand on Saturday) so the product side of things is in hand (we’ll get more edgy next design run) that leaves a problem in the web traffic space to work on.
Books are good, in theory. Read one recently written on marketing and they will all say target a niche. We’re targeting a niche, we just need to find them and tell them we’ve got what they’re looking for!
Any ideas, anyone?