1 | 2013 NIB/NAEPB National Conference and Expo

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Commercial Textile Business

Development Brian Mangione

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Presentation Agenda

2013

BRAND DEFINITION

BRAND STRATEGY

SUMMARY

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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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BRAND DEFINITION

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 vice-versa. 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

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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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SUMMARY 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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Contacts

Brian MangioneCommercial Business Development-TextilesConsultantmangiones4@verizon.net410.818.8708