It’s an exciting time to be alive if you love to shop (we do!), particularly if you’re in the market for kidsware. New stores and brands selling stuff for kids, from designer through to everyday, are launching daily.
It’s also an exciting time for brands, abundant with opportunities to connect with new buyers in meaningful ways. But this creates challenges. With so many new stores and brands for consumers to choose from, how do you create a brand that stands out?
These were the challenges Natalie Kepa brought to HGB, along with her infectious enthusiasm, about her new business idea – selling quality kidsware using a one-day-only sales approach.
Natalie had established her website and sourced a range of quality products, and was nearly ready to officially open her online doors. The next step was to develop a marketing strategy for launching and growing the business, and that’s what led her to HGB.
But, what she got after stepping through the HGB doors was a whole lot more.
HGB director Jacqui Gage-Brown says after the initial meeting, Natalie and the HGB team were equally excited about working with each other.
“Natalie’s energy is infectious. She brings the kind of momentum and ambition we love working with. We knew from the start there was an alignment of values, and a drive to set goals and get results,” says Jacqui.
“We also saw an incredible opportunity and felt Natalie could benefit from some strategic insight prior to developing a marketing strategy.
HGB set out to identify the DNA of Natalie’s business. This would be at the heart of a marketing strategy for launching the business, attracting buyers, converting sales, and earning a loyal following.
“Using insight interviews, we were able to discover the core purpose and values that Natalie had founded her business on,” says Jacqui. HGB and Natalie quickly realised there was a disconnect between Natalie’s core purpose and the existing brand. Change was essential.
“Once we’d articulated the core purpose and values, we explored how we could infuse and express these through the brand and business name. Our designers and strategic marketing consultants worked together for this creative process, and fomo was born,” says Jacqui.
Natalie admits that HGB took her, and husband Luke, to another level of thinking they did not expect.
“The ideas, goals and values that underpinned our plans were very clear in our minds; however, HGB extracted these and were able to seamlessly translate this to a brand story that blew us away. We see now that fomo is actually us – we live and breathe everything about this brand and it guides us in our endeavours. Had we not taken up this wonderful partnership with HGB, we would not feel so connected to our brand.”
HGB developed a logo, mood board, photography concepts, and collateral concepts portraying the new brand name. Alongside this, HGB developed a comprehensive marketing strategy building on the core purpose, values and brand identity.
“We started by setting marketing goals that would help Natalie achieve her business goals. We set big goals but, at the same time, they were attainable and measurable,” said Jacqui.
“The marketing plan included 50 tactical recommendations across marketing, advertising, sales, communications and public relations that would help Natalie get her business where she wanted it to be. Everything connected back to the core purpose and values.”
“The HGB team are a hand-picked group of very unique and special people,” says Natalie.
“It’s tough when you have a vision in your head that you know is a rough diamond but can’t quite get it to where it needs to be. HGB’s ability to listen, and then listen some more and then magic it into something that is exactly what you envisioned but so much more beautiful than you ever expected is amazing. For our stage of business I struggle to imagine where we would be without having this solid foundation.”
When HGB sat down with Natalie to present fomo and the marketing strategy to her, it was a magical moment.
“It was humbling to see Natalie connect with the brand on an emotional level. We knew the brand and plan really resonated with her,” says Jacqui.
Natalie runs the business with her husband while also working full-time, so she was keen to get further support from HGB to put the plan into action. HGB worked with Natalie to determine what we could do for her and what she could do herself with consultative support from HGB if needed.
“Embarking on a start-up while juggling two very young children and a full-time corporate role is no easy undertaking,” acknowledges Natalie.
“We knew this would be a challenge and built a trusted relationship with HGB to outsource some of the critical building blocks early on. Building a start-up from a wee idea is like raising a child – you love and nurture it and only leave it with those you trust most in the world. We were only too happy to partner with HGB to help us fill a gap and couldn’t be more thrilled about what we have built together.”
It was an exciting day for Natalie and HGB when fomo launched in December 2017. Natalie is now well on her way to achieving her marketing goals. The database is growing and buyers are returning to the site daily to check out the latest deals.
Natalie herself is driven by change and being the first to know about the next best thing. Her business provides scarce products that buyers will not want to miss out on. Kids in nature love discovering new things and sharing these with others so no one misses out, hence the brand name fomo (fear of missing out).