Our outreach led to a growing interest early-adopter artists.
Overview
In 2020, 23point5 emerged from an innovative idea: a platform where anyone could be an artist, creating wearable art from their designs. The concept was groundbreaking - users could upload their art, superimpose it onto apparel like hoodies, joggers, and t-shirts, and order any quantity with zero inventory costs, thanks to a just-in-time production model. This novel idea required a robust messaging and positioning strategy for a new audience.
Challenge
The challenge was threefold: identifying and engaging a new audience, crafting messaging and positioning that would resonate with this audience, and executing new brand touchpoints, including the website, presentation decks, and sales enablement materials. The founder had a great vision but it was our job to guide him in focusing in on key KPIs to boost performance.
Solution
Our approach to meet these challenges was strategic and hands-on:
Targeted Artist Outreach: We compiled a list of 200 potential artists in California and neighboring states interested in experimenting with this new medium. This created a foundational community of early adopters who could provide feedback and generate initial traction.
Messaging and Positioning: We developed clear and compelling messaging for 23point5’s newly launched website, emphasizing the uniqueness of the concept and the ease of transforming high quality art into wearable fashion. We emphasized messaging that was eco-friendly and required zero inventory. Outreach templates were created to engage trial users effectively. We, ourselves, tested the product firsthand by signing up and gauging the UI/UX experience.
Collaboration with the Product Team: Close collaboration with the product team was crucial to understand the technical scope fully. We ideated the user journey, from sign- up and artwork upload to storefront management and checkout, ensuring a seamless and user-friendly experience. We sat in on weekly meeting with product developers to ensure the product was aligning to the vision and mission of the organization.
Impact
Community Engagement: Our outreach led to a growing interest early-adopter artists. Their feedback was overwhelmingly positive, particularly regarding the ease of use and the potential for creative expression and the quality of the material.
Refined Brand Messaging: The messaging and positioning developed for 23point5 were highly praised in early focus groups and industry panels. The clarity and appeal of our brand’s vision were evident, resonating well with our target audience of artists and potential buyers. These messages and the core of their positioning is still evident today in 23point5.com’s website.
Targeted Marketing Strategy Development: By creating a targeted audience list of high- net-worth creatives, we laid the groundwork for a future laser-focused marketing campaign. This preparatory work, using tools like ESRI and Alteryx, set the stage for a strategic approach to reach potential customers effectively in specific geo-locations in the US.
Collaboration and Team Alignment: The collaboration between the marketing and product teams led to a well-aligned strategy, ensuring that the platform’s development was in sync with the market’s needs and expectations. This alignment was crucial for setting a strong foundation for the platform’s future launch.
Pre-Launch Interest and Anticipation: Although we did not launch during my tenure, the groundwork laid in terms of messaging, positioning, and targeted marketing strategies created significant anticipation and interest in the market. Industry experts and potential users alike expressed high expectations for the platform, setting the stage for a successful future launch.