Marketing Strategy

Marketing Studio 1thousand is a delicate process in today's climate. Marketing and advertising in the design world is a delicate and challenging opportunity. When selling a high value item, many times it is important to appeal to the gatekeepers before the check writers. Due to opportunities on the internet, there are a lot of chances to shed light on the brand with little to no money. There are two main groups which S1k needs to interface with directly, which will lead to sales. We call the first group, "finders," and the second group the "choosers." These individuals or organizations are the people who will ultimately suggest and choose the fixtures for the final client, the "check writers."

The Finders, as a group, are design junkies. These people read lots of blogs, they might even have their own blog. They are searching for cool things, interesting projects, just neat things in general. These people and their blogs spread images, words, sounds, movies far and fast across the internet. They lend a variable amount of credibility to a product based on how much status the blog has. This blogroll includes: inhabitat.com, Notcot.org, core77.com, mocoloco.com, coolhunter.com, psfk.com, even Kanye West's blog.

To capture the interest of these taste makers, these idea merchants, S1k will work to provide content in short and long form. Part of this group is going to establish a small personal relationship with the brand. Through twitter, and the blog, they want to know what the company is doing and the trials and tribulations of everyday management of a company. Its a way to keep S1k in their minds at all time. This as a strategy does not necessarily reach people who will pass this information on to others.  

To stop and capture the attention of people who might show this off to other people, even the next people, the choosers, S1k will create small vignettes which explore key branding points of S1k. The first movie short will show how a Constellation lamp is made in the USA. Short interviews with the people who make the different components of the lights, will show the diversity of people who live and work in the United States, and come together to make products. This is a way to show clients how their investment goes back into the USA. These people include a 20 year old railing company, and a group of immigrant woman who live in Massachusetts.

The goal of this type of abstract branding is to engage people in a web of different opportunities and time commitments. Some people may just see the image and decide they might like it, while others might like watching the video because they like seeing things made. The ultimate goal is to show the humanity necessary to produce this product.