Name: Coral Turner Couture
Town: London
Website: www.coralturner.com
This story is familiar to every small business owner - you’ve taken the time to make sure that your product ticks all the right boxes before going to market. Now that you are there, what do you say?
An advantage of being a small company is the personalisation that you can provide for your potential audience. It’s a different level of brand awareness, especially as a sole trader. The key here is to be your authentic self, however you need to find the balance between what is relevant and what is way too much information.
The primary goal of marketing is to provide goods or services to meet consumer needs. Your role is to inform, and your audience then takes action to find out more, with the view to aligning with your way of thinking and eventually making a purchase. The best result is that the consumer then refers their experience of your company on to others.
So what do you put in this marketing mix? Imagery/photography plays a vital role here, and this is the advice I was recently given when it came to my own work. Initially I had two types of photography styles on my website, but this translated into a lack of consistency, with the intricate details of the dresses and workmanship not coming across visually.
Talking with my photographer Minna Rossi, we decided to concentrate on the fabrics, the cut of the dresses, an injection of fun, the voice and signature of the company.
Coral Turner is the womenswear designer at Coral Turner Couture
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