Friday, May 11, 2012

Readers offer marketing suggestions for iconic clothing supplier

How do you build a brand in a category that no one knows exists?

That was the challenge I put to National Post readers two weeks ago. And in my column this week, the readers strike back, offering their suggestions for how adaptive-clothing producer Silvert’s can grow not just its business, but consumers’ awareness of the entire category of east-to-wear clothing for infirm seniors.

My challenge drew lots of responses, and some great new ideas – many of which could be applied to businesses in other industries. Maybe even yours. Here’s a sample of the advice received:
“Susan Yates of Richmond Hill, Ont., recommends Silvert’s 'galvanize' caregivers into a sales force, through a representative-sales model such as Avon’s. 'Put the catalogues into the hands of the caregivers and incent them with a commission on sales.' (She suggests caregivers sell to the seniors’ adult children, not their charges directly.) Yates also suggests Silvert’s get its products into other catalogues, through retailers such as Sears.”

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