P’tula is a fitness apparel company that started in December 2016 by owner Sami Bossert. She worked as a full-time nurse who posted her workouts that turned into a fitness influencer who stated her own apparel company. I had stumbled upon Sami’s Instagram while she was a nurse and watched her entire journey and I am a loyal customer to her brand. P’tula has come a long way with their marketing strategies and within the most recent years they have implemented different strategies that have helped attract new customers and keep old ones loyal.
One strategy that I think is very important in today’s digital marketing world is that P’tula has used brand ambassadors who are real people to help market their products. These people get early access to the products prior to launch so consumers can see what the products look like on real people with all body types. The customer gets a real-life picture and review of the fabric, it’s coloring and how the product fits.
P’tula also does a great job with engaging with their audience. They will re-post the customer if they are tagged in a story or post. Prior to new product launches, Sami also goes on Instagram live to speak about the new products, talk about sizing, colors, fabric and responds to questions from her users in real time. I think this has also promoted her products and generated brand loyalty.
Contests is another strategy that was recently implemented by the company. P’tula has asked customers to review their product in exchange they get entered in a gift card raffle. They want people to post more reviews to a) help other customers make decisions and b) get information on how to better their products.
Within the past month P’tula has been giving incentives for the customer to sign up for text messages which promotes new products and sends discount codes. These text messages will prompt the customer to think about P’tula products and offering discount codes will entice the customer to purchase more.
Even though Sami quit her full-time job as a nurse and started this company on her own, she is still a real-life person, not Kim Kardashian creating a new clothing line. This is something I believe the consumer can truly relate to. Within the past year Sami has used new marketing strategies which has boosted her following and increased her customer base. Using real-life brand ambassadors, engaging with each and every customer via social media, promoting reviews on her website are all huge factors that have helped boost her business. She listens and engages with her audience, she connects with them on different levels, creates brand loyalty and creates products tailored to her client’s wants and needs.
I am excited to see the future of P’tula.