Brand Name: Magic Silk
Product/Service Type or Description: Retail/Consumer Products
Overview:
MZI Global’s Market-Testing Wizardry Works Wonders for Magic Silk Lingerie
Lingerie maker, Magic Silk sought MZI Global Inc. to orchestrate the introduction of their new product line. The line included fashionable underwear, swimwear, and sleepwear for men and women that was everything from playful to passionate. Magic Silk wanted to test market their product in several markets before actually producing them on a large scale. They wanted MZI Global Inc. to introduce the new product line to consumers and retailers, while creating a strong brand image.
Client Objective:
- In need of a brand image
- Need to create awareness of brand within the market
Marketing Challenge:
- Introduce Magic Silk to the market
- Identify target market
- Establish a unique brand identity that will distinguish them from other competitors
- Convey the desired image and increase brand familiarity
MZI Global® Solutions:
- MZI Global Inc. designed an integrated marketing campaign
- Market testing to ensure a receptive audience before printing and sending catalogue
- Designed the three Ls:
- look, letterhead and logo
- aided in developing brand recognition
- Researched and developed a design that would appeal to the higher end customer Magic Silk targets
- Used artistic designs in all marketing materials to differentiate them from other lingerie manufacturers as well as to attract attention
- Marketing tools included:
- Development of a potential client database
- Direct marketing:
- Response mail, postcards leading clients to a 1-800 number
MZI Global® Results:
- Magic Silk’s product introduction was a big success as a result of MZI’s integrated marketing campaign
- The direct response piece served as a branding piece and generated tremendous feedback from Pennsylvania to Puerto Rico and paid for itself many times over