Boost Your Suit Business Marketing/Content Strategy: The Hunt's Ladder of Awareness

In the next few articles, I will share some of the insights after working with different suit businesses worldwide, ranging from the most prestigious Bespoke tailors selling 15k+ suits to local family-run R2W stores selling 110$ two-piece sets.

Hopefully, the tips and tactics distilled here will be helpful to you in your sartorial mission!

This day's marketing lesson for all Suit businesses to learn and implement to be more profitable without breaking your bank or having to get a PhD in marketing: Hunt's Ladder.

Marketing overall consists of two parts, bring new clients in and make them return more. In this context, I will address only the first part.

Hunt's Ladder is a simplified marketing model that segments the potential client audience into stages based on their awareness and needs. This helps us to determine what kind on information or a nudge is necessary to move viewers closer to a sale and makes all of the communication efforts more effective.

Most suit industry businesses we worked with, previously saw their online marketing as a single activity carrying one message: “Buy now” or, even worse, as an unorganized mess:

-Money on the ads in

-hopefully, some clients out

-bonus points if it's profitable.

Rinse and repeat ad infinitum on this rollercoaster or go bankrupt.

This approach leads to poor results in your marketing:

-social media content that doesn't get more than a handful of views/likes

-Paid marketing campaigns that are mathematically impossible to turn profitable

-page conversion rate that makes you reconsider if it's even worth keeping on

The solution? View all your marketing efforts through the lens of Hunt’s Ladder of Awareness.

Let's dive into how this concept can transform your suit business, whether you're into Ready-to-Wear (R2W), Made-to-Measure (MTM), or Bespoke suits.

The Five Stages of Hunt's Ladder of Awareness

1. Unaware

2. Problem Aware

3. Solution Aware

4. Product Aware

5. Most Aware

Applying the Ladder to Your Suit Business Marketing Strategy

Instead of using the chaotic approach in your marketing, or sticking to a simplistic “buy now“,  Hunt's ladder is a simple framework to keep your marketing efforts organized, relevant, and more effective.

Stage 1: Unaware

At this stage, potential customers have no idea about your suits or the need for a high-quality suit. If you're in the Bespoke business, these clients might not yet appreciate the superior fit and craftsmanship that come with a custom-made suit.

This stage should be addressed with paid efforts only if you believe that the potential of all the next stages is maxed out, as work on this stage yields the lowest Return on investments, but provides the highest potential for volume and long-term returns.

Strategy:

• Educate: Use content to enlighten potential clients about why a well-fitted suit matters. Explain the differences between R2W, MTM, and Bespoke options or in R2W's case, showcase how affordable this option is and why getting multiple suits is a great idea for the affordable price.

• Inspire: Partner with local celebrities, and relevant businesses or work on aesthetical content, to build interest in the potential market and bring your word out.

Personal comment: Marketing efforts for this stage are rarely advised. Usually, the life situations of potential clients act as a catalizator for the next stage naturally, so why overpay if they will reach it naturally? This is the best fit for either Suit businesses in small countries or multigazillion corporations who just need to be top of the mind at all costs.

Stage 2: Problem Aware

At this stage potential clients know they need a suit, maybe for a wedding, a job interview, an important meeting, or some gala event but they’re clueless about the best solutions available.

This stage is perfect for R2W businesses to highlight the convenience and affordability of ready-to-wear options or highlight how well you will be taken care of in Bespoke or MTM cases and how all of the headaches can be outsourced to experts.

Strategy:

• Address Pain Points: Create content that talks about common suit-related problems like poor fit, outdated styles, and low-quality fabrics. Provide tutorials on dress codes and share tips on looking sharp.

• PPC: Make sure your website is optimized for search terms related to these issues so you pop up when potential clients are looking for answers. At this stage, google search ads or organic TikTok content are good channels to start using as most people go there to look for solutions.

Stage 3: Solution Aware

Clients now know about different solutions—R2W, MTM, or Bespoke suits—, even your competitors, but might not know which one suits them best.

Usually, instead, they only need to pick between two pricing options as income and expectations rarely overlap in R2W and bespoke suit options, and then pick between you or direct competitors.

For MTM businesses, this is your chance to shine and convert more of the confused audience towards your solution and show how made-to-measure suits offer the perfect balance between customization and cost.

Strategy:

• Comparative Content: Publish articles or videos comparing the different types of suits, highlighting the unique benefits of each. Explain how MTM suits offer a better fit than R2W and are more accessible than Bespoke. If that's not an option, opt for content that highlights your unique selling points and guarantees.

• Testimonials: Share customer testimonials and case studies demonstrating how your suits have solved real problems. (matched dress code/wedding theme/ extra requests covered etc)

Stage 4: Product Aware

Potential clients are aware of your suits but aren’t quite ready to buy. For Bespoke suit businesses, this is the moment to emphasize the personalized experience and the exclusivity of a custom-made suit.

Strategy:

• In-depth Information: Provide detailed information about your suits, from fabric choices to customization options and the craftsmanship involved.

• Show Your Expertise: Use content both on social media and your webpage to showcase your tailors at work, demonstrating the intricate processes involved in creating a Bespoke suit, walking the viewer through the customer journey from the initial meeting until the finished product. In the case of R2W suits showcase the abundance of options and your skill in picking the right one for each occasion.

Stage 5: Most Aware

These clients are ready to buy—they just need that final push. For R2W businesses, this might mean offering a special discount or a limited-time collection. For MTM and Bespoke, it could be about stressing the urgency of booking a fitting session due to high demand.

Strategy:

• Clear Calls to Action: Ensure your website is user-friendly with clear calls to action, making it easy for clients to make a purchase or book a consultation. Add multiple options to get in touch with you as some people prefer email, some schedule appointments, and others want to be quick and just give you a quick call.

• Promotions: Offer time-sensitive promotions or bonuses, like a free shirt with every suit purchase or a discount on the first bespoke fitting.

Some Awareness level Examples

Proms

Prom season is a significant event for many high school students. They may start as "Problem Aware," knowing they need a suit but unsure of what to choose.

R2W businesses can highlight stylish, affordable suits perfect for this once-in-a-lifetime event and the vastness of choice.

MTM services can appeal to those looking for a more personalized fit to stand out at their prom.

Weddings

Weddings are a critical moment for marketing suits. Grooms and groomsmen often fall into the "Solution Aware" stage, knowing they need something special but unsure of which option—R2W, MTM, or Bespoke—will best meet their needs.

Bespoke suits can emphasize the unique, custom-made experience ideal for such a significant day such as a sewn-in wedding date or inner lining.

MTM suits can offer a tailored fit at a more accessible price point and R2W focus on the speed of solving an issue for the groom and getting the suit the same day at a great price.

Lawyers

Lawyers often need to look sharp and professional. They may be "Product Aware," understanding the need for high-quality suits but not yet convinced of your brand. Highlight the durability, sophistication, and prestige of your Bespoke or MTM suits, tailored to withstand long days in the courtroom while maintaining an impeccable appearance.

Instead of selling a suit 100% of the time, try to position yourself, the owner, as an expert in suits instead, so when the time comes, they are interested in buying from you due to the amount of trust and authority you have created.

Salespeople

Salespeople need suits that exude confidence and reliability. They might be at the "Most Aware" stage, ready to invest in a suit that helps them make a great impression on clients.

Emphasize how a well-fitted suit can boost their confidence and help them close deals, selling not the suit itself but the result that they are after.

Closing thoughts

Understanding and applying Hunt's Ladder of Awareness can add some very needed structure and direction to your marketing strategy if previously you had none.

By knowing where your potential clients are on this ladder, you can tailor your messaging to meet their specific needs and guide them smoothly through your sales funnel.

Whether you specialize in R2W, MTM, or Bespoke suits, aligning your marketing efforts with your clients' awareness stages will help you attract, engage, and convert more customers with less effort.

Sure referrals are the bread and butter of the industry, but instead of hoping to get a new client, start viewing your marketing through this ladder today, and take at least some control over your customer flow.

By educating and engaging your audience at each stage, you'll not only build stronger relationships with potential customers but also drive more sales at lower costs.

In case you don't have the time to sort out your customer acquisition through the internet or need some extra guidance, shoot us a message in DM's or schedule a free consultation if there are any times available here:

https://calendly.com/sartorialdigital/45min

Best,

Andris