Category: Imagen Brands

During my tenure at Carolina Sewn, I played a role in bringing our marketing into the digital age. One key ingredient in our business-to-business mix was our e-mails. This was exciting to me because e-mail marketing lends itself well to all kinds of data gathering and testing.

For example, I’d try out different subject lines on small samples of our list and then use open rates to determine which subject line got the best open rate. Maybe a little too advanced for a division as small as ours, but I was indulged.

As with a lot of our B2B marketing campaigns, I was responsible for nearly all of the creative – tactical executions like images, copy, layout – and even some of the strategic considerations.

Here are five of the countless campaigns we sent.

2016 I.D. Holders
Maximum Expression
Mix It Up
Age of Sail
Retail Winner

ΜΤ

At Imagen Brands/Carolina Sewn Bag & Leather Co., as with many manufacturers, it was preferable to have merchants purchase minimums of inventory. What we found, though, was that our higher-end offerings were met with apprehension from smaller stores. This was due to the price point and the fact that some merchants had never put emblematic items on their shelves that retailed for more than $50.

The solution was to offer these merchants an opportunity to get involved at no risk by offering our high-end emblematic leather accessories on their website and through an in-store catalog that required no investment in inventory. They’d simply take orders, pass them along to us to make the product and ship it to the customer.

We used several different platforms to market this concept (known as drop-shipping). Among them was a sales letter and catalog, an F.A.Q. article, and an email that I wrote and designed. Take a look here…

DropShip Sales Letter and Catalog
DropShip Frequently Asked Questions
DropShip E-mail

ΜΤ

One of my early missions in working for the collegiate division (Carolina Sewn Bag & Leather Co.) of Imagen Brands was to bring its digital presence up to par with – if not surpass – our competitors. First on the agenda was the website design. The Carolina Sewn strategic business unit has since been restructured, but a ghost of the 2010s-era website can still be viewed here:

carolinasewn.com

What I specifically had in mind was creating a platform for a business-to-business content marketing initiative that would build credibility with our prospects and help educate them on the products they were purchasing from us. Here are some noteworthy samples…

The Neon Renaissance
Five Minute Fabrics Course: Colors and Patterns
Six Products to Watch in 2013
Three Surprising Uses for Journals and Notebooks

ΜΤ