How to grow MTM?

[demeis]

We are currently trying to expand or MTM program in our store. We have starting to dedicate a whole section of the store to MTM and started to do local advertisements. I was wondering if anyone has ideas on how to present our store as a location for MTM. Its something that has been over looked and i'm working on growing now.

 

[edmorel]

Like anything else, you need to educate people as to why this is preferable to them relative to off the rack. Why does it cost more than OTR, what are the options etc etc. Have a evening of drinks and snacks with people on the stores mailing list where you also have reps from your MTM program explaining what they do. Have a special "cutting fee waived" deal for that night.

 

[Faded501s]

^^^^ A big plus 1! Those are great ideas Ed (are you in marketing also?)

Education is the key and try to tie it in with a benefit...prestige, sex appeal, look thinner/healthier, etc, etc., while avoiding any hint of hucksterism. Always market to current customers first.

 

[demeis]

Thanks for the replys.

We are currently planning all of this right now. When we launch the MTM department we are planning on doing an event with a discount. We always do let our customers know about what we do and do push it. Its just hard because people in this town seem to love Adrian Jules and another awful MTM suit maker who over charges. They seem to think they have some great product and its getting to these people that we are trying to do.

 

[Alter]

Originally Posted by demeis

Thanks for the replys.

We are currently planning all of this right now. When we launch the MTM department we are planning on doing an event with a discount. We always do let our customers know about what we do and do push it. Its just hard because people in this town seem to love Adrian Jules and another awful MTM suit maker who over charges. They seem to think they have some great product and its getting to these people that we are trying to do.

If the target is already educated about the merits of MTM then you need to identify the differentiation you have with the competitor. Then you need to appeal to the target about that superiority of your product or service, either for quality or price.

What would you say makes your program better than the competition?

 

[edmorel]

Originally Posted by Alter

What would you say makes your program better than the competition?


Yeah, Adiran Jules is not garbage and I do not know their price point up in Rochester but you need to show people what the differences are, and it can't just be price. The one negative about an Adrian Jules is that they try to be all things to all people ("want to look Neapolitan? try our Guido model, want to look Trad, try our Harrington model" etc etc), and when you do that, you usually aren't as good as the "true" purveyors of the style. In other words, emphasize how your Italian MTM is actually made in Italy by Italians (be it Canali, Borrelli or whoever). Or how your Trad is made by a trad master (oxxford, samulesohn etc) or how your British etc etc. Paint Adrian Jules (not necessarily by name) as the Wal Mart to your "boutique".

 

[demeis]

Thanks again. Hopefully I didn't come off sounding like adrian jules is awful. They do make a nice product but when people think custom they think only of them in Rochester. We have some advertising planned and are planning some events as well. It seems like its going to be a slow painstaking process like its been for the last 10 years.

 

[Kevin]

Congratulations, demeis, on your article in the D&C today. I've spread the word to my coworkers about your offerings.

 

[nylord1]

Hi, I am new here.....where exactly is your storefront?

 

[JLibourel]

Why the hell is this in the "General Chat" section and not the clothing forum?