In the last post we saw how Findlay Hats came up with a modification to the standard hat that’s capturing the imagination of the market. According to Felix Thea’s report for Shopify, a single Reddit post went viral and resulted in $28,000 in sales.
It turns out that this success story has more to teach than just how innovation can make a ho-hum product exciting enough to catch the attention of a large audience and drive sales.
Findlay Hats is a lesson in online marketing. Backstopping the integrated online marketing drive is the e-commerce website. This is where you go to find out more about the hats, some history, a few entertaining tidbits, and most importantly, it’s where you buy them. Check out the site for a good example of a focussed, single-product site. It’s user-friendly and efficient.
Social media platforms are used to promote Findlay Hats and to drive customers to buy on the website. The product was first tested on the founder’s Instagram account where he showed a design of the hat and asked if people would buy it if he made it. The response was so encouraging that he went ahead. Then, as we already know, a single viral post on Reddit resulted in sales of $28,000. Finlay Hats also has a presence on Facebook, Twitter, You Tube, and LinkedIn.
This is a tale that should serve as a lesson in integrated online marketing for textile screen printers who plan to succeed long term in this competitive environment.