Brand Name: Donna Vinci
Product/Service Type or Description: Fashion & Textile
A clothing line dedicated to special occasion clothing for African-American women, Donna Vinci faced difficulty attracting their target audience—female African-American church-goers. Using Ethnosynergism®, MZI Global was able to connect with African-American, church-attending females and tailor a specific marketing message in tune with their values and beliefs. MZI Global used its extensive network to bring in Dottie Peoples, the Grammy Award-winning gospel singer, as a clothing model for the company. An ad campaign featuring a three-page article and fashion spread in GRACE magazine, a religious African-American publishing, saved Donna Vinci thousands of dollars in advertising costs while managing to connect the company with thousands of potential customers. MZI Global’s marketing strategy expanded consumer brand awareness and exposure and immensely increased Donna Vinci’s sales.
Client Challenges:
- Creation of a competitive advantage among its niche market
- Promotion of customer acquisition and retention
- Limitations of a small budget for a large, creative advertising campaign
- Necessitation to increase distribution channels to reach more customers
- Amplification of consumer awareness of the company’s unique selling points
- Elevation in market share
MZI Global’s Solution:
- Develop a complete Integrated Marketing Campaign, including print materials, direct marketing tools, and media channels
- Manage brand image by launching an extensive PR campaign
- Employ Ethnosynergism® to gain an understanding of the target segment
- Form relationships with prominent African-American influentials within the market
- Use cultural icons and celebrity endorsements, such as Dottie Peoples and Vanessa Bell Armstrong
- Engage in church marketing by participating in philanthropic activities in partnership with churches and enticing articles in religious publications
- Utilize small business-to-business sales through a direct marketing program
- Tailor website to target market needs, including the addition of an online press room
Results:
- Improved Donna Vinci brand awareness, leading to an increase in buzz marketing
- Increased client online and off-line sales volume by 20%
- Augmented repeat purchases by clients
- Brought a clear connection between Donna Vinci and her customers through Ethnosynergism®
- Developed a pre-packaged program for Donna Vinci with add-on capabilities
- Provided $200,000 worth of media coverage free of charge
- Created a gateway for client entry into international and global markets
- Produced a focused website, targeting appropriate consumers