DISQUS

AccMan TalkBack: The email newsletter

  • hugh macleod · 3 years ago
    Actually, the main purpose of the newsletter is to keep our main [paying] customers abreast of our movements. Not all of them read our blogs that often.But between you and me, I would LOVE to have the mailing list up to several thousand people. If this could happen, as long as we kept the blog freah and interesting, I don't see how we couldn't have all the business (and profit) we wanted. 
  • Dennis Howlett · 3 years ago
    Indeed...and what about those who find the blog interesting but equally don't have time to read it every day but who yet may become customers? The email newsletter is a reasonable half-way house...but I'd still like to see a sample.
  • hugh macleod · 3 years ago
    A bigger issue to me is how to we accomodate the people who want to be customers but can't afford our suits?Offering them shirts is the best idea I can think of., although of course there are supply issues with that. Other people get involved etc.
  • Dennis Howlett · 3 years ago
    Sure - that's reasonable. Since there is such a long lead time on suits, how about offering an instalment method of paying? It wouldn't be that difficult to set up and administer and it would help keep Thomas on his toes, production wise. It would complement the shirt business which you could then more easily grow on the basis that the investment has been made easier. You could make the point that in effect, the cost is at an effective deferred rate of interest. An accountant's term, but a selling point nonetheless. Perhaps. You decide.
  • hugh macleod · 3 years ago
    A nice idea, but... we've already got all the suit customers we can handle. We're even thinking of starting a waiting list.Shirts don't cost as much, but methinks they scale better. 
  • Dennis Howlett · 3 years ago
    Hang on. You were looking at the potential suit customers, but ones that can't quite afford? Now you're looking at shirts again? If that's the case then it's a different pitch altogether isn't it? There has to be a really compelling case to bring these people in because there is significant competition. Pairing the shirts to the suits is great for existing - it is what satisfied customers of  one product will tend to do. Classic x-selling. Bit of a perceptual difference methinks. Unless you can tap into the desire for a shirt in the same way you have for a suit. But by all means ask the question. It's perfectly reasonable. I'd certainly test that theory.
  • hugh macleod · 3 years ago
    Ah. You misunderstood.We 're interested in ways in turning people who want to be English Cut customers, but (a) can't afford our suits or (b) can't justify to themselves paying that kind of money for a suit, into paying customers.We're not going to make our suits any more affordable. In fact, we'll probably do the opposite.So that leaves....?
  • Dennis Howlett · 3 years ago
    Gotcha. Still leaves the competitive issue, even around high quality shirts. But that might not work. Why would I buy a product of that kind unless I can match it to something in what would 'feel' like the price range? Personal preference I know but...An entirely off beat idea. Just as Thomas is subcontracting shirt manufacture, why not introduce a 'limited' made to measure range? That could allow you to kill two birds with one stone without sacrificing credibility as a master craftsman.
  • Dennis Howlett · 3 years ago
    The newsletter can then address two audiences, without alienating anyone and allowing you to introduce yourselves to new or potentially new customers across a broader spread of products. The differentiation would come across through the newsletter and accompanying blog. Job done. 
  • Alan Gutierrez · 3 years ago
    Alternative offerings for those who cannot afford a $4,000 suit...A coffee table book about suits. Suit porn.Ready made suits, expertly chosen.Cufflinks, tie clips, etc. Suit jewelry.Ties and shirts, orgainzed by suit color. Geranimals for men.Shoes, baby. Shoes, shoes, shoes.I'm sure you're all over it Hugh, but maybe hearing it again...