Gio-Goi's evolving marketing strategy

How to market a brand? With the numerous options companies have today, making choices is not easy. FashionUnited contacted Effie Reeve, Marketing Executive at Gio-Goi and got some interesting answers. The following Brand Ethos of Gio-Goi is a

great way to explain what the brand stands for; We are live music, we are Ibiza, We are Rock, We are Roll, We are DJ, We are Bands, We are backstage passes, We are late night. Live who you are. We are Gio-Goi.

FashionUnited: How would you describe the role of marketing in your company?
Effie Reeve: In a market where there is such a proliferation of brands with similar product offerings aimed at a similar target market, point of difference is key. This point of difference is created in the brand and then communicated through marketing.

FU: The past decade the media channels have changed radically, how did/are you adapt(ing)?
ER: With the power of traditional above the line media channels on the decline, all brands must adapt. Our target market is typically very wary of being sold to and so we need to find other ways of reaching them. Essentially this means talking with them, not at them, and so using their existing media channels. Therefore we are looking at more partnerships through entertainment channels, music, lifestyle, social media and travel.

FU: What is your vision, which media will you be using in 2020?
ER: The vision is to develop key partnerships which create their own media. The media I imagine we will be using for 2020 will be branded social media devices where information for all parts of the customer's life and lifestyle are delivered by one trusted source.

FU: How would you define your focus, online vs offline?
ER: Online is undeniably a huge and growing market but offline is, and will remain, a much larger percentage of sales and customers. Therefore online will have brand focus but predominantly as a tool in order to drive offline sales through wholesale and retail channels.

FU: Can you tell us a little more about your latest success story (a milestone)?
ER: Gio-Goi has just released their first commercial album. In order to take the brand’s strong musical affiliation beyond perception and into reality we partnered with Toolroom Knights and created an album to celebrate having reached 21 years. The album breaks down into two halves- the first half is remixed by Graeme Park to acknowledge the brand's heritage and the second half by Mark Knight. The album is being sold at HMV, iTunes, 7Digital and all music retailers and has been very well received.

FU: Marketing: Art or Science?
ER: Really it has to be both. At the outset the marketing needs to personify the brand values, which means an artistic view of the strategic ideals. However, longer-term and once the product is being sold to the consumer, there are very real and tactical messages which need to be communicated based on a scientific approach to numbers and requirements.