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Marketing Thought Leader Kevin Gaertner Answers Our Questions

November 12, 2020
 

You know the magic that happens when you work with awesome people? We think it’s everything, 我们喜欢和那些把这种化学反应带入我们生活的人一起工作. As often as possible, we sit down with one of these execs to talk about startups, the future of their industries and whatever other topics pop up.

In the hot seat today:

Kevin Gaertner 营销老手Kevin Gaertner在过去三年经历了一个有趣而又值得的职业挑战. As marketing director for Knotty Tie, custom tie manufacturer, 他的创新理念一直在提升这家重新定义行业的公司的知名度和销量.

By taking traditional styles into a fun, 大多数人都不敢尝试的色彩和图案的创造性领域, not only has the company’s reputation grown rapidly, so has its product line and success.

1. Who has influenced you and how?

答案不是“谁”,而是行业竞争的决定性影响. 我寻找哪些竞争对手做得很好,并分析他们的视觉策略和方法. I’ll also research successful marketing companies, 关注那些进步的和与众不同的, particularly in direct to consumer e-commerce. 有10家左右的公司我比别人更喜欢,举几个例子 Goodr and MeUndies. Aside from that, 我的团队每天都在激励和支持着我,尽他们最大的努力工作.

2. When and where did you start out and how did that experience shape you?

After graduating from college, my good friend and I used our business and entrepreneurial studies, as well as practical experiences, to start our own marketing consultancy. For four years, 我们专注于帮助新泽西地区的小企业扩大他们的在线业务并成长. This hands-on, 亲密的工作——以及身为企业家的经历——给我提供了许多重要的经验.

3. 你认为作为一个成功的营销者最重要的品质是什么?

In this business, you have to constantly push yourself, strategically, visually and in producing results. 一刀切,过时的方法是无效的——你需要不断地跳出框框思考. 

Visually, it helps to have an “in your face” attitude; as a relative newcomer in this industry, we can’t be boring and expect to sell a ton of neckties. 当然,零售巨头可能能够以这种方式管理,但这不是我们的目标. We want to not only look different but feel different than other brands, 同时战略性地扩大我们的公司和产品范围以保持新鲜感.

4. What's your favorite success story?

由于前所未有的情况,我不喜欢用成功这个词,而是我们的扩张 face masks was gratifying. When COVID-19 hit, 我们能够快速调整并在6周内交付高质量的产品, attractive product. 我们必须重塑我们的网站,制定电子商务战略,建立制造业等等. 我们还想确保我们的面具能体现我们公司的精神气质. When we launched, it only took a few hours to exceed projected sales. 当时,我们在科罗拉多面具计划合作伙伴网站上得到了推荐,这对我们很有帮助,州长在新闻发布会上一直在向人们介绍这个网站. Additionally, KUSA, 丹佛全国广播公司附属的电视台播出了一篇pg电子游戏试玩业务的报道,也发表了一篇文章,引起了大家的注意.

Prior to that, it was our move into custom branded apparel. 我们从个人关系和主要的婚礼包裹扩展到经常性的大型 corporate customers. To handle this, 我们投资了新的制造设备,将公司标志和独特的艺术品融入微妙的领带设计中. 我们还调整了定价结构,并修改了网站上的部分内容. 这一转变导致了收入的增加和全年维持销售的能力. It was a breakthrough moment.

5. What are you most excited about in the future?

There are a lot of ideas in the pipeline, but overall, Knotty Tie is focusing on developing a new aesthetic, brand feel and additional categories. 我们还计划在社会责任和可持续性的基础上继续发展. We want to impact more lives and inspire more people to recycle goods. We hope this will encourage other companies to do the same. 

6. Knotty Tie recently began designing and selling neck gaiters. 似乎你总是推出新产品或现有产品的迭代. 营销人员在做电子商务时应该记住的三件事是什么? 

一般来说,为了减少头痛和麻烦,你的目标是保持简单. For us, 我们在那个部门还有一些回旋余地,因为我们的生产是在丹佛完成的, allowing us to have complete control. 尽管如此,当我们把个性化的角度放在首位时,我们还是特别追求简单.

平衡伴随着简单,是确保所有方面顺利运行的关键. Although this is important, 你必须记住,让自己从竞争对手中脱颖而出,并能够快速适应和应对市场变化,这一点至关重要.

Finally, be innovative and tech-savvy. 寻找提供更好的客户体验(CX)的方法,并专注于提供他们真正想要的东西. 我们为自己提供广泛的选择的颜色,面料,设计和产品部分. 这种多样化增加了CX的价值,使购物者能够个性化他们的外观. 

As for technology, the right tools can streamline processes, speed up distribution, control inventory, allow advanced marketing and more. However, there can be a lot of hype around new tech, so make sure what you’re investing in will provide real value, is proven to deliver results, 而且它来自一个成熟的供应商,他将在未来支持它.

7. What is your favorite rule to break?

在这个行业中,我个人最喜欢的是与典型的设计方法背道而驰. 我们将传统服饰以独特的设计手法注入生命与活力. We find a balance between a traditional garment and fun, nontraditional designs, creating products that are fresh and appealing.

8. We love your social mission statement. What inspired the company to hire refugees?

Our president and co-founder, Jeremy Priest, was in the Navy and witnessed the plight of refugees across the world. 这将成为他未来公司的灵感来源和员工来源. After returning home to Denver, he began working with nonprofits, his secondary inspiration, 他在丹佛的非洲社区中心帮助教女难民缝纫, noting the abundance of skills they possessed.

他认识到当地人民具有生产高质量服装的巨大天赋,尤其是经过适当训练的人. Unfortunately, 很多公司不给这些人展示自己技能的机会. So, 杰里米决定创建一家经济上可行的公司,并给这些难民一个就业的机会.

They have become some of our longest, most dedicated employees. 他们在产品开发、图案设计方面提供帮助——有些人正在成为平面设计师. With their help, 我们不仅能够开发新产品,而且能够提升公司的整体水平. We wouldn’t be where we are today, or enjoy our work nearly as much, without their energy and ability to make a super high quality product.

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