Last week, I shared how the hugely successfully British lifestyle brand, Neptune Home, went from selling hammocks to global interiors retailer. In my second article, I explored Neptune’s marketing strategy in the context of the 4 Ps. Today I’d like to focus on what makes Neptune such an admired brand, and how you draw inspiration for your own business, whatever industry or sector you are in.
First a quick reminder about how Neptune started life. Founded in 1996 by sailing friends John Sims-Hilditch and Giles Redman, Neptune’s very first product was a hammock, stitched at the kitchen table by John’s wife and Creative Director, Emma Sims-Hilditch. The company sold more than 5,500 hammocks in its first year and Harrods, the world’s most famous department store, became a stockist.
That simple hammock evolved into making mid-range garden furniture. And once the founders realised they needed evergreen product lines – homeware, furniture, and cabinetry – to overcome seasonal variations, a hugely successful British business. The company will shortly have 24 Neptune stores trading in the UK and Ireland, and has licensing and franchising agreements with partners in the UK and abroad, including Norway, Germany, France and the Netherlands.
If you’re not familiar with the 4 Ps of marketing, they were developed by the marketer and academic E. Jerome McCarthy, to provide a framework for marketing decision-making. The 4 Ps is one of the most enduring and widely accepted frameworks in marketing, and refers to Product, Price, Place and Promotion.
It being the month of love, I thought I’d dedicate my articles this week to one of my favourite brands. Today I’m going to explore how the hugely successfully lifestyle brand, Neptune, went from selling hammocks to becoming a global interiors retailer. And the lessons you can draw from Neptune’s success and apply to scaling your own business.
Founded in 1996 by sailing friends John Sims-Hilditch and Giles Redman, Neptune has become renowned in the UK for its exacting standards, timeless aesthetic and expert craftsmanship. Just like building a boat, John and Giles believe that the way something works is as important as how it looks. So when Neptune creates a new product, the design team thinks through every last detail. While their designs are both stunning and practical, the products themselves are underpinned by technical excellence and skill and craftsmanship.
Last weekend I spent the day in Chichester, ostensibly to start my Christmas shopping; but truth be told looking for cosy but indulgent lounge wear. I spent a happy half an hour checking out one of my favourite brands, Mint Velvet, whose winter marketing campaign I love.
As I rifled through the cashmere jumpers and lace backed camis, this got me wondering why I was prepared to pay premium prices for items I could easily get in other shops for less. The answer was brand. Mint Velvet has created a brand that speaks to me and my aspirations. Here’s why.
“Imagine being in charge of the John Lewis Christmas advert? The whole nation’s Christmas spirit rests on your shoulders,” wrote one Twitter user earlier this month. This comment sums up how the launch of the John Lewis Christmas advert has become an eagerly anticipated event in the British calendar, and is widely regarded as a masterclass in Christmas brand positioning.
This year’s annual campaign didn’t disappoint as evidenced by the overwhelmingly positive social media reaction to the touching story of Joe and Moz. The owner of his very own trending hashtag , #MoztheMonster is the star of this year’s campaign, along with the obligatory cute child and the now-traditional classic song covered by a modern artist, this year featuring Elbow’s rendition of The Beatles’ Golden Slumbers.
5 Easy To Replicate Ideas To Freshen Up Your Marketing
September 22nd marked the official start of Autumn; the natural world is definitely changing with crisper air, the tinting of the trees and ripening of autumn fruits. The new Autumn sales campaigns have enticed me to splurge on new workwear.
For some businesses, the slow pace of summer meant low sales in July and August; and even a summer slump. This means making higher sales in the fourth quarter of the year to offset the losses. In fact, for many businesses, the fourth quarter of the year is the most important time of year. The National Retail Federation reports many small and medium-sized retail businesses do between 20 and 40% of their annual sales in the last two months of the year.