Fashion parades work well as a marketing tool.
The models work in the tracks showing what the brand sells. It is a common sense tactic.
However, this marketing game should not be common, like Boot Barn illustrious with its recent Boot Barn X Wonderwest fashion show. The Western Lifestyle brand has done something that can inspire any B2C or B2B company that organizes events related to marketing.
Its avant-garde show mixed a fashion film in a live fashion show in Nashville which made its debut on the Boot Barn website. Then he reconditioned the show and the efforts behind the scenes in the video Streaming on Hulu.
Let’s see what worked and what could have been better done in the strategy. Just a note before us: these take -out dishes do not relate to the artistic concept of the fashion show – debating what is the right art is not useful or productive for marketing specialists.
1. Tell more about the story
Boot Barn’s Website page of the fashion show Includes a section, “behind the scenes – the creation of the fashion show”. He notes that it took more than 100 hours of filming over five days of shooting in two countries. It included 75 track looks, 36 models and eight dancers.
In the streaming version of the show on Hulu, he uses more than half of the 38 -minute video to take viewers behind the scenes, explaining the concept of show and the production and profiling of the three charities supported by the Partners of show celebrities.
What works
Giving your audience an overview of what they could not see otherwise gives a feeling of exclusivity. There is a reason why the passing behind the scenes are precious – the holders can see what happens to make the event possible and see the artists of their unleated character.
In streaming video, viewers discover the unconventional concept, hear people involved in production and see what it took to achieve public performance.
On the website, Boot Barn uses figures to give an overview of what it was necessary to produce fashion, positioning the show as a large production. In streaming video, clips start with an invisible voice to one of the shoots: “Are you ready?” And the action! “And photos that the spectator realizes that this fashion show will not be as simple as the models that work on a track.
What could work better
Boot Barn should have created more content for the website. It took five days to shoot the 47 -minute show. Although this story is more told in the video, the website highlights some figures. The contents of the scenes of the website seems to be a reflection afterwards. However, the website is an ideal place to tell the story even more.
What did these five days look like (and every day of planning before that)? How many crew members were involved? Where did they shoot? How did they choose models or creative formats? What were the funny outings or impressive moments that have not made the final version?
Boot Barn had all the equipment to tell more and better the stories behind the scenes. His audience would probably have liked this kind of pass behind the scenes.
2. Connect history to the mission
On the fashion show page, below the header, meet the models – an army of female fatal fox, he reads meet the army of women who helped give life to this creation. »»
Photos of four models (MIA, Connecy, Rainey and Kyla) are presented, accompanied by a quote linked to confidence. As Mia says, “my confidence has just not worrying about what others think and live life according to my own rules.”
What works
The models often work like voiceless models – they are paid to present the clothes, not speak, and even less express an opinion. He plays well on the theme of Boot Barn Show of “speechless”.
What could work better
The part of the competition function competition has not been well executed. First of all, he only understands four of the 36 models. And frankly, the spectator barely “meets” them – only one sentence on the origin of their confidence does not make a good “meeting”. Nor does it strengthen the label of “Woman Fatale Vixen”.
The biggest problem with this feature is that Boot Barn has promised too much. He tells the spectator that the project concerns the empowerment and sharing of the stories of the invisible and the unknown. However, that doesn’t do that here.
3. Partner for purposes and reach
Boot Barn has teamed up with three singers and their charitable organizations for the event – Miranda Lambert and his Muttnation and Lucky Break Rescue Charities, Jelly Roll and the Mustangs of America Foundation, and Riley Green and his heroes and horses Charity for Veterans.
Each charitable organization, with its singer, is profiled in the streaming video. On the website, Boot Barn briefly discusses each singer and charity and links to each non -profit site.
What works
Have a mission that goes beyond “selling things“Always resonate with the public. By associating with high level singers who specialize in country music, Boot Barn has strengthened its credibility among the target audience and has reached a wider audience.
The vignettes of the video are a masterful narration which corresponds to the tone and the mood of the entire boot barn event.
What could work better
Nothing. They took advantage of the celebrity and charitable partnerships.
4. Think about the future
What works
Accounts with accounts create a feeling of urgency (act now or lose the opportunity) or excitement (the event is coming soon). Think of the New Year’s celebrations. Boot Barn has excited in this Facebook coil Les now: “We are in the last days preceding the Boot Barn X Wonderwest fashion show. Watch the show at 11:18.24 at 6 p.m. CT on Boot Barn.com. »»
As a side note for real publication, the legend explains that Boot Barn would host the program live on his website rather than sending viewers on YouTube or Hulu (where he broadcasts now). Directing the public to your website – where they can more easily explore your other content – is almost always a good choice.
What could work better
The countdown could be more specific. “Coming soon” is good. “Two days until the beginning” is better. “The exact time until it starts” is the best. Live count clocks are abundantly available to be added to a website or publication on social networks.
Go beyond the event
Boot Barn has invested a lot in its fashion event and the final product – video streaming on Hulu – is an intriguing and entertaining watch. However, if its content team and the event team had worked together, the brand could have had an even more important blow on all its channels.
It is a great lesson on the many opportunities focused on content that reside unexploited around your events. It is also a kick in the pants to obtain a Meeting between content and event teams on your calendar as soon as possible.
Conversely sorted on the pane content:
Joseph Kalinowski / Content Marketing Institute cover image
