Teemill Updates

Charity Fundraising Online Campaign

In the age of the internet, selfies and the hashtag, it’s never been easier to pick up massive support online – forget expensive advertising campaigns. What an excellent set of ingredients for a charity fundraiser. Yet judging by the stats, fundraisers haven’t yet found the right mixture to get results for their charity.

Perhaps we’re using an old thinking in a new world. The idea of just a donation might not be enough for an online demographic. Millennials are brand-literate, internet-centric people who expect even charities to excite and amaze them with their content in return for their traffic and support online. They want more.

We’ve been working with some of the UK’s biggest charities to solve this problem: What can we do online to reward support without eroding the revenue, or actually boosting it? Can we at the same time find a way to naturally share and spread a cause online? By mixing fashion and charity, Teemill lets fundraisers do just that – the catalyst is the humble t-shirt. And with new technology, we have been able to help charities do it for free.

Campaign t-shirt as a selfie catalyst

Katharine Hamnett was perhaps the first person to leverage the power of a t-shirt to align national support: She wore her bold “58% Don’t Want Pershing” t-shirt to a meeting with Margaret Thatcher and the photos that spread across the country did more than any editorial counterpoint ever could.

Pictures of people actually wearing a cause beat words, every time.

With a fashion-conscious, ecommerce economy there’s never been a better time for charities to leverage this idea than today, by making t-shirts with their cause or campaign print available. The outcome is not just profit, it’s the thousands of photos and selfies shared online in support and the subsequent reach, which can become self-sustaining.

Selling t-shirts online can be messy and very expensive. We must invest loads, store all the stock, pay for expensive and often unsatisfactory coding – that’s before we even try and compete with what’s “cool” out there at any one time. Most attempts fail.

At Rapanui, we solved this problem during our mission to become the UK’s top sustainable fashion brand. As well as having a young team of designers, we have invested a lot in the technology behind sustainable fashion – by making all of our products from organic materials in an ethically accredited, wind powered factory, and developing traceability tools, allowing consumers to see where their clothing comes from, and how it’s made. All of that is great, except we still ended up with a load of stock on the shelves at the end of the season – which isn’t sustainable.

We wanted to solve a waste issue, both financial and fabric – and developed the technology to print our t-shirts on demand, the same hour the order is placed, and ship them the same day. It worked, and we built a supply chain around it.

It’s this technology that powers the t-shirt fundraising campaigns of some of the UK’s top charities – the software that makes it all happen is called Teemill. It includes a professional ecommerce package to plugin to their website and the outcome is a fully automated supply chain.

All profit, no cost

The charity comes up with a design, uploads to their Teemill and when one sells, we print it and ship it with their branding – we’re an invisible partner. It costs the charity nothing, and around £5 per sale is all net profit, along with the steady stream of fan photos supporting the cause on social media, ready to be engaged for future campaigns.

Established charities have embraced this technology to give their supporters a memento and galvanise long-term support. Chris Hall – Marine Conservation Society marketing team:

“Setting up our Teemill store has enabled us to provide a flexible, cost effective ethical product for our customers; we’ve increased our reach, gathered new supporters and raised vital funds for our charity”.

Others have built new charitable campaigns around the technology itself. Help Refugees was set up in 2015 to allocate support for the Syrian and Calais refugee crisis, they collaborated with fashion designer Katharine Hamnett and adapted her infamous ‘Choose Life’ design to ‘Choose Love’, gathered celebrity support, took some photos and told the press about the collaboration. The charity has witnessed explosive growth, with a national profile and donations of goods, services and financial donations. The charity launched t-shirts last year and are still selling hundreds per week.

This kind of technology is super accessible for all charities, large and small – as represented in our clients from RSPCA, Crisis and WWF to conservation charities like Buglife and Butterfly Conservation, who all use our systems to raise funds and reach.

Solving a problem that every charity has

It’s never sounded easier to reach an audience online – we need some great content that costs nothing and makes us money. Print-on-Demand technology like Teemill might just be the answer to that modern day charity fundraising conundrum.

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Scheduling Social Posts to Save Time

In a busy life, it’s hard to find the time to be on social media all day tweeting and posting photos to drive sales. Understandably, it’s important to get some downtime. What if you could have both? Tweetdeck is a great tool to write posts in bulk and schedule for publication later, automatically.

Tweetdeck is a free product by Twitter that lets you monitor hashtags, mentions and multiple accounts. It also has an incredibly powerful free feature to save and schedule tweets. That means you can sit down and smash out 50 posts in an hour, from product features, customer reviews or just great photos  – and they’ll be automatically published for you at any time in the future.

You can do a week’s work in one our – leaving your accounts to publish your marketing, tweeting a few posts a day at the perfect time. You’re selling, even when you’re asleep.

When this technology is available, it doesn’t make sense not to use it – by writing all your promotional tweets when you’re “in the zone”, you’re more likely to do what your business needs. Send out more quality marketing, more often, according to the rule of seven.

Take Action

  • Download Tweetdeck Free and schedule 21 posts for the next week.
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The 1 Hour Marketing Plan

Marketing is a big word when you get down to the specifics. Studying how the most successful Teemill stores go about marketing on limited time and budgets reveals a pattern – and a plan.

Marketing all comes down to one thing – the customer seeing, watching or reading your content. What or where that is can be anything, anywhere. A pay-per-click ad on Google is as valid as a branded clothes peg clipped to someone at a bar, to be discovered later.

Whatever marketing you do, the marketing rule of seven says one thing: Do more of it. The number one reason why customers don’t shop from you is because they haven’t heard of you.

With the world’s population exploding with billions of potential customers,  42% of them online, and Teemill getting you years ahead of the game, there’s never been more potential for you to build a business on the internet.

To reach all those people, you’ll need to post a lot.

There’s no set way to make a marketing plan – we’ll share our method and recommend you adapt it to suit you. First, think in weekly stories. Weeks are a natural way for you to build a rhythm and a structure. First we would like to recommend a product, Teamweek. It lets you schedule tasks per day, at a weekly (or monthly) resolution, and it’s free.

Each week set a key story, and make that your headline. We recommend your big story on payday should be an offer – luckily at Teemill we do a free offer for store owners to use, keeping you in sync. Find another story for the other weeks – a new product, a new collection even, or some amazing blog content, event or photoshoot you’ve done. Write that as the week’s “headline.”

Weekly headlines, smaller stories daily

That headline will form the top story in your database newsletter. Make sure you get that newsletter written and out every week. At the same time, write and schedule a quality post introducing that story.

For the rest of the week, try and come up with one post idea a day. It could be a featured product, photo, or relevant story in the press your customers might like. Schedule all of these, and make sure to invite customers to hit your URL for more. Use these posts for the smaller stories in your newsletter, under the main story.

Great photography makes life easy

One of the most common things to realise at this stage, when you’re ready to take marketing seriously, is that having a bank of amazing photography to hand really helps bring all your marketing to life. Some photos are so good they don’t even need any words or reason to post them: The fact they are a great photo is enough.

If you’re finding generating content difficult, it might be a good idea to get some samples and sort some great photos.

Plan out the next month with this framework in Teamweek, but no more – each month it’s important to stop and review what’s working, and what’s not – and check your hypothesis with your analytics.

You should now have a framework and a month’s marketing plan – a clear idea of your next 30 posts, and 4 newsletters. If you wanted to supercharge your sales, why not start writing all of them now, and scheduling for delivery?

Take Action

Tell the story of your brand in a week to view marketing plan, build a story arc, stick to it.

 

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Turn Stats into Sales

Having all that data at your fingertips is one of the most exciting parts of using Teemill to build your business on. There’s a whole range of statistics for you to draw on, and it’s important to stay focused on the outcome: How do we turn insights into sales?

There are many web statistics packages out there that allow you to track and monitor activity on your website. Teemill has its own built in, and on the face of it, appears more lightweight. Like most things in Teemill, there’s a reason.

Web analytics often consume a lot of time but leave more questions than we started with. These stats are meant to give us answers, and lead to actions.

By looking at the resources that our analysts use most regularly, we built a custom analytics tool that takes the confusion and unnecessary detail out and leaves the simple, powerful insights. It means that people who build a store on Teemill and connect to our print-on-demand supply chain have a curated set of data that more clearly helps them achieve their goals.

First understand your goal

Before diving into the data, we recommend first focusing on your goal. Why are you using Teemill and what is your objective? This helps lead to establishing our top level goal.

  • Maybe you want to build profit, and therefore profitability is most important.
  • You might want to build reach and audience, therefore you might care about volume.

From here, we must establish a heirarchy of statistics, to help us place all of the data in some structure.

Example Workflow

First is our goal, let’s say profit. In the heirarchy, we move a level down to establish what influences that. It is the number of sales, and the profit per sale.
This leads our line of enquiry: To boost profits, we need more sales or more profit. Lets assume the user has used white t-shirts at a recommended price. Clearly profit is strong, so sales becomes our focus.

Organising stats into a heirarchy, (what x what = what) gives you some structure. Start with your goal and work down the heirarchy to zone in on the KPI that you need to change the most.

Organising stats into a heirarchy, (what x what = what) gives you some structure. Start with your goal and work down the heirarchy to zone in on the KPI that you need to change the most.

Next, we look at what influences sales volume. It is two statistics, traffic, and conversion rate. We can influence conversion rate with great photography, improved descriptions and quality design. If this is strong already, we must look at traffic – by investing time in SEO, PR, a newsletter or similar marketing.

Through this methodology, we can apply a constant improvement process to using analytics – for which everything you need is in Teemill already.

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Smelling What’s Selling

One of the most important parts of salesmanship is the art of smelling what’s selling: Keeping alert to what your customers are responding to, and acting accordingly. Find out how a market-stall mindset can help you boost your sales now.

As a webstore plugged into a print on demand t-shirt supply chain, your Teemill store is a cutting edge piece of 21st century technology. The purpose of selling customers a product that they might be interested in is as old as civilisation itself.

The idea of smelling what’s selling would be understood by the steam age market trader as the app developer of today.

 It’s about understanding your customer and changing things around to give them more of what they want, and less of what they don’t.

It’s through this process of observation and constant improvement that leads to steps forward in shaping the store, designs, marketing plans and leads to exponentially better results.

How to unlock improvements

On a market stall, it would be as simple as watching what customers go for, then next week returning with more of that product, bigger sign space for it and putting it in a more prominent position. The worst performers, no matter how loved, would be dropped.

Over time, this activity will shape the business, reduce the designs that don’t work, and perhaps inspire the introduction of products similar to or complimentary to the bestsellers.

Teemill used this same methodology. It’s why we focus on t-shirts and tops. I’m sure you might wish to have a greater range of products, but time shows that t-shirts are what the customer wants – we’re not here to grow a display, we’re here to grow a business.

The key actions in this process include use of your analytics, sort order, banners and marketing content – all made easier with amazing photography.

The Process

First off, bring your bestseller to the front. Use your analytics panel to identify it for sure. If you have data, even if you don’t think a product is your favourite, remember, it’s not about what you think – the customer is king and if it’s sold the most, it’s top.

Get that product and your great photography and description, then put it on your homepage banner, category banner and post this product regularly as a product feature or newsletter. Give it all of your premium space.

Next up, look at that product, and think about it. Why might it be so popular? Is it the photography and description? Or is it just a great design? Or both? Did you share this one more online? Or get a particularly good feature? Whatever the answer is, Do more of that.

Cutting duds loose

Next, lets look at the poor performers. Anything that just hasn’t sold, consider getting rid of it. The temptation is to keep loads of products ‘just in case’ but in reality you’re just watering down your moneymakers with mediocrity. Delete them, and move on.

Lastly, look back to the bestseller – and check out the design. Try and make some more designs that are similar in style, or theme. Not the same, but complimentary, and build a collection around it. Launch these products alongside.

Constant Improvement

Reviewing your actions, you’ve just boosted activity that creates sales and ended activity that wastes time. All you need to do is repeat, and in time you will have a successful business.

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