Jul 3, 2012
Selling red, white and blues with Pointer Brand
We recently acquired Pointer Brand clothing as a client. It is a company rich in American heritage with tons of potential based on its key brand promise of exceptional clothing that is made in America. At 99 years, the Bristol, Tennessee company was nearly destroyed by U.S. trade agreements with foreign countries that swapped lower priced goods for American jobs. Major retailers, who position themselves as All-American, cancelled their orders with Pointer Brand and opted for off-shore clothing providers. The result was a drop in Pointer Brand employment from 180 to 10 people. But Pointer Brand is still alive and now growing.
Our first initiative is to grow sales via e-commerce. Our digital media manager, Kristen Lawson, is heading up the effort with the assistance of art director, Jason Headrick. We have revamped the company’s e-mail marketing plan with regular campaigns that almost instantly pay off with increased sales through the web site. Jason has captured the essence of the brand is leveraging a look and feel that is irresistible. Kristen has also built social media sites with exceptional results (nearly 1,000 Facebook likes in one month). Facebook and Pinterest are her primary tools to build relationships with current loyal customers and grow news ones.
Because of its heritage of rugged work clothes and because Bristol is considered the “birthplace of country music”, Karen Jenkins, our director of public relations, is crafting relationships with country music artists and cable networks to significantly grow brand awareness to Americans with an affinity with American-made products.
Karen also discovered a unique competition sponsored by Chase and Living Social called Mission Small Business that instantly drew recognition and support for the brand. The competition requires small businesses to earn support in the form of 250 online nominations from the public to become eligible for a $250,000 grant to grow their business. Karen reached out to regional media outlets to spread the word about the need for public support and Pointer Brand easily attained the necessary nominations. The company will use the money to hire local workers with growing its sales through an expanded marketing and public relations effort involving retailers and its own e-commerce activities.
Likewise, we are reaching out regional retailers for their support in not only promoting Pointer Brand and the jobs they represent, but even as Pointer Brand customers for work wear for their employees. These are only the first of many initiatives we intend to launch in coming months. We’ve been at work for Pointer Brand for just over a month and we are impressed with the owners willingness to help us help them. I’ve got a feeling that you will be hearing more from me on Pointer Brand as we grow their sales. Oh, by the way, I’m bought a hat and Teresa purchased some carpenter pants and shorts for me for Father’s Day. The clothing is superb. If you are in search of some comfortable clothes, give Pointer Brand a try. Did I mention that they are American made?