Brand Name: The Very Thing
Product/Service Type or Description: Retail/Consumer Products
Overview: MZI Global Inc. Rescues Almost Bankrupt Fashion Brand
The Very Thing, a classy clothing cataloguer, turned to MZI for help and we accepted the challenge. In the end MZI Global Inc. pulled The Very Thing out of debt, making the company so attractive, that they were bought out by a fortune five hundred company.
Situation Analysis:
- The Very Thing faced financial losses as a result of an expensive and ineffective Madison Avenue ad agency, with large overhead, charging unnecessary operation expenses
- Overpriced models
- High flight costs for crew
- Expensive resort locations
- Paying high costs which were cost prohibitive
- Current circulation of four million/issue
- Target demographic: older, upscale consumers
Marketing Challenge:
- Shooting a Christmas holiday catalog in the height of summer
- Scout the perfect beachfront location in one afternoon that offered miles of coast to choose from
- Operating within the confines of a tight budget constraint
- Convey a luxury image on a low budget
MZI Global® Solutions:
- Conducted extensive market research on target audience
- Fusion marketing/cross promotions—negotiating mutually beneficial relationships:
- Our client’s catalogue had a circulation of over a million and matched the same demographic desired by the Chilean tourist industry
- The Chilean demographic included:
- Lan Chile Airline
- Sports Tour Buses
- Sheraton Hotels
- With our previous client’s and the Chilean tourist industry combined, a strategic compromise was executed: in exchange for ad space in our catalog, we received complimentary air and ground transportation, along with catering and hotel accommodations
- Database marketing: constructed a comprehensive mailing list
- MZI Global Inc. captured authentic, emotion-evoking images, that created impulse purchasing behavior among our target market
MZI Global® Results:
- MZI Global Inc. achieved 100% of their client’s objectives
- MZI Global Inc. produced beautiful images for The Very Thing’s catalog, which provoked emotions and increased sales through Ethnosynergism® market model delivers market entry, product, brand adaptation, and new venture consulting with cultural ID.
- Due to our strong international relationships with tourist boards and governments all over the world, MZI Global Inc. were able to offer the lowest price available
- The ideal shoot location enhanced the appeal of the merchandise while promoting the enchanting environment of the designated countries
- Fusion Market lead, Savings of:
- $10,000+ on transportation
- $12,000+ on 10 day resort accommodations
- $10,000+ on catering meals for crew of 15 for 10 days
- 50% on model fees