Theprintroots: Case Study
The PrintRoots is a traditional hand-block printing brand that originated its journey in Jaipur, known for its handlooms and handicrafts. The brand has a deep emotion to excel in the presence of local prints specially Sanganeri to the world. While creating ethnic diversity, the brand care about fabric quality, eco-friendliness, and perfection.
The Printroots hand-block prints are designed to foster women’s every-season needs, whether spring-fall, autumn coziness, or hot summers. The patterns are craved and portrayed to bring beautiful motifs to the women. The hand-woven artisan takes care of the arduous techniques inherited in the prints, making them very vivacious and comfortable.
The brand has had a few objectives since the beginning. They want to expand the famous local hand blocks printing like Sanganeri, Bagru, Dabu, Mughal, and Jahota to be internationally recognized. PrintRoots wants to appreciate the rural and tribal artisans community for their hard work and the large time they are being associated with this art to economically strengthen the local communities. The brand wants to offer pride in Block printing, block making, and hand stitching using eco-friendly options rather than the boom of synthetic and chemical-rich fiber and material.
Challenges:
The process of hand printing is associated with a tedious process that evolves the creation of the block, cloth preparation, dye preparation, hand block printing, dying, sorting, and stitching. The whole process takes a few days to complete. The major challenge for the print roots is to scale up the process so that the printing technique becomes fast. So that the handprints products export to market fastly to meet with its dynamism.
Strategy:
A handful strategy is required to scale up the requirements of The Printroots. Initially, their ideas meet the challenge so they collaborate with a marketing pioneer company. VerveOnlineMarketing is the partner for boosting the brand market value and reaching the results in the timeline.
The marketing strategy is planned to meet results:
1
Identify the market of handprints according to the needs. The major areas which are USPs are Bedsheets, Table linens, and Handprinted Quilted jackets. Irregular orders are witnessed in the handloom and hand printing industry. Our brand client is required to identify a solution that helps them increase regular orders and decline in CAC.
2
Form the price labels and segment them according to the user demographics; age group and income source.
3
The potential expansion areas are bedsheets, tablescapes, bags, curtains, etc. Although these areas are simulated with high competition therefore a suitable ROAS decides at the beginning of the sales campaign.
Implementation:
Under the supervision of VerveOnlineMarketing, the implementation of the strategies is followed. It involves:
- Quick campaigning to undermine the goals of the consumers based on the demographics.
- Improving the marketing funnel specific for the age group 25 to 40 years for the category of bedsheets, and tablescapes.
- The category women age 17 to 28 years includes the quitted women jacket for mid-range pricing.
- The cost of acquisition CAC is improved by tempting the premium range ladies with category working or professionals.
- Scale up local brand prints like Sanganeri, Bagru, Dabu, Mughal, and Jahota to international consumers. Special campaigning is created to uplift these local prints, ultimately driving the ROAS.
- Based on the lifestyle, demographics, location, and attitude the branding is performed.
Solution
Monitor audience reactions. Adjust in near-real time.
These audiences were an ideal match for:
Results
Lift sales with a revamped approach.
After the implementation, the following results are achieved within a month:
1
Instant increment in sales, with the valuable running of the marketing campaigning.
2
The brand meets the instant hit from ROAS 0 to 2x in the first week of the campaign.
3
When the campaigning runs in the right direction the brand awareness and performance have been improved.
Lessons Learned;
Throughout the journey is the major breakthrough to meet with the hand printing industry experts so close. It was an overwhelming time for us. Besides, in the whole journey, we have learned a lot.
We took a solidary stel and step in Local artisans, to globalize The Printroots brand to the international market. And why not?
After all, they are the sole makers of enriching the handloom industry to higher.
We are excited to work with startups and entrepreneurs who have a passion to give something back to the nation. Who is derived from the roots, and we want to work for them. So start your brand awareness with us and see the visible results for the time being.
Boost.
Optimize.
