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I was just riding around yesterday when I was in Atlanta and seen all the promotional advertisements on billboards on my way back to little Anderson, South Carolina.

I thought about the thousands these large companies like Calvin Klein and Sean John (Dominate Atlanta Billboards) spend on advertisements on the weekly in magazines, billboards, and some even have commercials.

Financially small companies that we run can’t compete in the advertising space maybe a print ad or two in a magazine, but no billboards and definitely no commercial that would spun any “real” results…don’t get me wrong you could get a commercial on a second-third tier program/channel, but remember our discussion on ROI so would it be worth it?

I think some of these smaller/independent clothing companies like The Hundreds and Crooks & Castles do it best and that is by using word of mouth and grassroots marketing also connecting with customers on a more personal basis.

Consumers who buy your companies clothing like to feel like they are part of something a movement of some sort or be able to connect with you in some way whether cultural, religion, beliefs, or a way of life. That is what keeps them coming back for more and spreading the word.

Of course your first step would be to have a product worth talking about. That is where your designs and messages you display across your medium (clothing) come into play.

There are many ways of promoting a clothing company that many often forget that are not free, but not as costly as traditional by ways of big budget clothing companies.

Most of the ways I will list have been adapted by new age companies or independent clothing lines that have to think outside the box to get their message across.

Stickers

They may not seem as effective as a 20-second commercial, but when done right they can bring in business and also build awareness. It is also easier to target your customer, because you know that if you run a street wear line that your customer is not going to be around the gym and most likely will hang around the mall and skate parks or music stores.

I think that is the main reason that most clothing companies do not run commercials or billboards, because they are not as targeted unless your brand has a worldwide audience for example like Gap, Old Navy, or a mega brand like Calvin Klein. I think everyone has owned something from the three at one point. No matter if it was a pair of jeans, cologne, belt or a pair of boxers.

Press

Yes press and it can definitely be free…because I have taken advantage of it plenty of times. You just have to use a unique angle for them to be interested in the story. Do you have a garment that you think will revolutionize the industry or did you donate clothing to a local charity?

I’m going to be doing a press release on the release of the Fashion Network once it is out of Beta. It might be about the Fashion Network, but it will create opportunities and exposure for the entire Dobizo network.

I have a person at my local newspaper that I call and run a story by every time I have something I think is newsworthy and usually it is. That is another reason why it is could to have connections by networking with everyone you come in contact with.

Collaborated Events or Club Promotions

Everyone needs a helping hand and a free one is even better. Collaborate with another clothing line or club for an event that will benefit you both. Most clubs take advantage of flyer distribution services for promoting their parties.

You can make it easier on them by volunteering to go in half and print double sided flyers one featuring your company of course and the other theirs…you can’t lose. You split the cost of the printing and both benefit equally considering that you have mapped out what club to target depending on where your target customer will most likely be at.

Word of Mouth

Nothing says good quality, business, and service like a referral from a satisfied customer. That is exactly what I try to look for when supplying sponsors for Dobizo.

You can get the ball rolling by mentioning your product/service to every person you come in contact with. Stickers, press, events will also get people talking about your product, but it is up to you to provide a service that will spread good feedback amongst your hopefully satisfied customers.

Blogs

I think a blog is definitely a new way of spreading the word about your clothing company and instantly exposes it to a worldwide audience. Best of all it’s free of charge and if nurtured carefully can turn into a business of its own.

If you haven’t notice most business from the apparel industry to automobile manufacturers have added a blog to the mix of their website…because it is a good investment, but only a time investment not of any monetary value.

This article will be continued with a part 2.

If any of you guys have any other tried and tested methods of promoting on a budget feel free to email me or post them in a comment! Be a part of the growing Dobizo community. You never know who might be watching.

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