Download 2013

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| 2013 NIB/NAEPB National Conference and Expo
Commercial Textile
Business
Development
Brian Mangione
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| 2013 NIB/NAEPB National Conference and Expo
Presentation Agenda
 2013
 BRAND DEFINITION
 BRAND STRATEGY
 SUMMARY
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| 2013 NIB/NAEPB National Conference and Expo
2013
 Current Commercial Market Position
 Unknown Resource
 Lack of Speed and Agility
 Price Competitiveness
 Moving Forward
 Develop a Commercial Business Model
 Start Up
 Building a Brand
 Although branding is important to any business, it’s especially
important that a start-up define itself early and consistently in
order to create a competitive position in the real world. Why?
Because to put it bluntly, no one knows you exist! BrandXten
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| 2013 NIB/NAEPB National Conference and Expo
BRAND DEFINITION
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The American Marketing Association defines a brand as “A name, term,
design, symbol, or any other feature that identifies one seller’s good or service
as distinct from those of other sellers.
Brand is the sum total of how someone perceives a particular organization.
Branding is about shaping that perception. Ashley Friedlein - Econsultancy
Branding is the art of aligning what you want people to think about your
company with what people actually do think about your company. And viceversa. Jay Baer - Convince & Convert
Branding is an ongoing process of looking at your company’s past and
present…and then creating a cohesive personality for the company and its
products going forward. We do SWOT (Strengths, weaknesses, opportunities,
threats) analysis and go through all the benefits (real and emotional) that the
product or service fulfills for its customers. Lois Geller –Lois Geller Marketing
| 2013 NIB/NAEPB National Conference and Expo
BRAND STRATEGY
 Key factors in creating a strategy
 Mission Statement- This needs to articulate the purpose and
goals of the business.
 Market Research- Need to understand and gauge who and
what your competitors are doing.
 Value Proposition- Clearly define why a customer would
choose your companies products and services over your
competitors(quality, sewing, agility, price, minimums) and
how you address their specific needs. Be focused and shoot
for being “great” at your offering.
 Target Audience- Who are you selling to? By defining where
and who you want to sell will directly impact how to build
your marketing strategy.
 Marketing Strategy- Even with limited resources, develop a
plan around networking, trade events, PR, social media,
marketing materials and a website.
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| 2013 NIB/NAEPB National Conference and Expo
SUMMARY
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Develop a Commercial Plan
Build and Market “YOUR” brand
Invest in the future
Network
Be Proactive not Reactive
Dedicate a specific amount of hours each day
to commercial business development.
 NIB is your advocate
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| 2013 NIB/NAEPB National Conference and Expo
Contacts
Brian Mangione
Commercial Business Development-Textiles
Consultant
[email protected]
410.818.8708
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| 2013 NIB/NAEPB National Conference and Expo