Diane White of Venice, Florida writes:
“I developed and patented an angled sportswear cap and have been promoting it on my own for the past 6 years. I have written press releases and have been blessed with several local articles. But that has not captured buyers and licensees.
“You can see the Side-cap at my website. It has reconfigured crown panels and a curved visor so it sits at an angle in any direction. It was meant to draw attention to a person’s better side and give the illusion of a thinner face. It is meant to be more fun, flattering and fashionable and less boxy than a traditional baseball cap.
“I am trying to eventually market the Side-caps to a manufacturer or celebrity line that targets the Latino market because people have told me the product is ‘hip enough’ for this large yet under-targeted market. I was looking for a slogan that may help me approach a clothing line for the young Hispanic population. I plan to embroider that slogan(s) on the samples that I present to the apparel line. Does anyone have any ideas as to what I could have embroidered on the Side-caps to do this, or ideas to get the publicity required to keep the project going?”
Have you approached Jennifer Lopez’s publicist? I can imagine she would be your best candidate for your product.
His name is Alan Nierob,
Rogers & Cowan Ltd Advertising
(310) 201-8800
1888 Century Park East
5th Floor
Los Angeles, CA 90067
(310) 201-8800;
http://www.rogersandcowan.com/rc-4.cfm
Keep in mind, Alan represents Mel Gibson et. al, too. Be specific about your request and who it should go to. Best of luck!
Warm regards,
Christine Louise Hohlbaum
http://www.authorscompanion.com
Whatever Diane does, she definitely needs to completely redesign her website. “A Unique Patented Angled Baseball Cap with a Curved Visor” does not sound hip! Diane needs to work on creating a fun hip fashion statement for her caps. They’re adorable, but the website experience – where most of her customers will buy – is very dry.
I think her product would be a great hit at women’s shows (we have the Southern Women’s Show tour through my region every year.) I’d also recommend some sort of focus group event with her target group (young hip girls). Make it like a party and take photos at the event for the sidecap website. She’ll get a lot of great comments that she can use in the marketing campaign.
Have you tried Oprah?
How about “Fit n’ Foxy” as a slogan, or “FitFox”?
I think a word such as “vivo,”/”viva” which is Spanish for “live” could make this cap a hit. (The cap is cool!) In the process of locating a celebrity wearer, which I think shouldn’t be a problem, you may consider a fashion show in the Miami area which has a rich Latino population. The show would feature area movers-shakers all wearing various colors of the cap with different outfits. Connect a charity to it and hit the runway!
I went to the website and the dark green background made it impossible to read the text. I suggest that you change the background color so people will stay long enough on your site to read about your product.
Have you considered putting your caps in the giveway goody bags that all the stars receive at special events? There are several companies out there that do these promotions, but if you are targeting the Latino market, you may want to start by contacting Billboard’s Latin Music Conference & Awards:
http://www.billboardevents.com/billboardevents/images/latin/LMC2005_SPONSORSHIP1_20.pdf
All the best, Diane!
Susan Beattie
http://www.tlloydonline.com
I think the caps have great potential. The web site ( main marketing tool right now ) needs a makeover.
The design and layout of the website is old fashioned and needs serious design attention to make it modern and clean – doesn’t have to be hip – just up to date – more professional looking. It looks ‘home-made’ .
Lovely idea though, great potential.
I would be interested for the Aussie market.
“Put your best face forward” sounds like a good slogan to me.
Joy Sue-Priem FSII Cartified Feng Shui Consultant
In the for-what-it’s worth dept…..I was just sent this info this morning, regarding Florida State University, which has launched the first Hispanic marketing education program in the U.S. – maybe they could do a case study for you?
http://promomagazine.com/news/breakingnews/fsu_hispanicmktg_101205/
I love the cap and I want one! Just off the top, I can think of two good names you might consider:
1. Slap Cap
2. Side Slap
I think both names are urban, trendy and cathcy to ANYONE you want to market it to. Getting it to a celebrity is a great idea and might be easier than you think. Tune in to your local/popular/urban/Latino/Black radio stations. Give them a call, find out what celeb they have lined up in the very near future for an in-studio interview. Take one of your best Slap Caps down there pronto, explainng to the producer that it’s a gift for the celeb and explain that you’re trying to market it. Need another idea? Okay, think about “who” “which celeb” you’d like to wear the hat (i.e., J-Lo). Contact SAG, get the artists’ manager and publicist contact info and call them, explain that this hat would be FABULOUS on so-and-so.
I’ve got a zillion more (buzz) ideas where those came from. I’d love to help you and I CAN.
Allison Queen
AQ PUBLIC RELATIONS
13428 Maxella Ave., #128
Marina del Rey, CA 90292
(310) 621-7266
aqpublic@sbcglobal.net
I recently revieved my associates degree in Visual Communications from Lehigh Valley College. Their Viscom and Marketing programs arfe great places to get this kind of help. We often worked on ads for both non-profit and profit groups. A college is a great place to get the input you need for an idea. A survey and slogan contest would do well with a giveaway promotion. Let them wear the hats and give you input. And don’t forget those local t.v. personalities.
The responses were tremendous! Thank you all.
The Side-cap was chosen in 2002 for Oprah’s Next Million Dollar Invention. They flew me out to compete, one in thirty products nationwide.
QVC liked the Side-caps at their August 2002 National Product Hunt in PA but then changed their mind. They were the final judges for Oprah in October 2002. QVC had mentioned the need for a slogan that would have widespread appeal.
Thank You All,
Diane White
I just got my new AdAge alert about the Hispanic Magazine Summit. It was all about the challenges of advertising to the Hispanic Market. She might be interested in what is said there. Subscription to AdAge is free. Here is their url. You can register to begin free delivery of this e-mail
Hispanic Marketing News alert on this page: http://www.adage.com/page.cms?pageId
=592
And here is the url for the summit page..PHOTOS FROM FIRST HISPANIC MAGAZINE SUMMIT
Faces From Around the Sessions
http://www.adage.com/news.cms?newsId=46391
Hope this helps.
First of all, forget J-Lo…she’s completely off the Hispanic radar these days. Try sending your caps to some of the hottest reggaeton artists and get them to wear them. I also think slapping the different national flags (i.e. Puerto Rico, Dominican Republic) on these caps will make them a sure thing among the young, hip Hispanic community.
List of reggaeton artists:
http://en.wikipedia.org/wiki/List_of_reggaeton_artists_and_producers
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