How Ghostrider is adding e-business to the mix to further business expansion
If you're targeting the younger generation, then the internet is a must in the sales and marketing mix. So when Ghostrider, a specialist in club scene merchandise, set up in business last year, an online presence was a major priority.
The company, which is based in south London, offers a range of clothes and accessories including CDs, bags, rucksacks, t-shirts, hoodies and jackets. The designs are based on the Ghostrider logo, which is popular amongst UK club goers and dance/garage music fans, and are sold through specialist music shops in and around London.
Before starting up the business, owner DJ Ghostrider had worked in the dance music scene with a number of well-known club DJs and radio presenters. As a result, he had many contacts in the music business and used these connections to start up the business. Later, it was just a case of hitting the streets and selling his products to the various shops. At one stage, he was visiting over 35 outlets per week. In just a short space of time, Ghostrider's range was available in over 75 outlets in and around London and the South East.
The next phase of the business plan was to target a wider audience, focusing on individuals as well as retail outlets further afield.
"The target audience, typically those under 25, is very web savvy, so the internet is a big priority for my business," DJ Ghostrider explained. "What I needed was an online presence to showcase the products with the ability to trade online as soon as the business was geared up to do this."
"BT Openworld's Internet Trader Pack seemed the ideal tool. It's a self-install package that enables small businesses like mine to set up an e-business site easily and quickly," he added.
Ghostrider has already set up the online 'store' module, which is featured on BT Openworld's central store site (www.btowstore.co.uk/home/ghostrider). It acts as an electronic shop window and currently features over 25 product lines. DJ Ghostrider is working on setting up the various online payment capabilities and hopes this function will go live in the next four weeks.
DJ Ghostrider has ambitious plans for the future and views the internet as key to his business growth strategy. Once the site is fully up and running, he is aiming to expand sales by 60-70 per cent over the next year, the majority of this growth the result of online transactions.
"Club goers and dance music fans don't just live in the south of England, there's a thriving dance scene right across the UK. Living in London means it's physically impossible for me to cover the whole of the country but by using the internet, I can reach a much larger audience which should, in the future, translate into Ghostrider sales."
Ghostrider - Music & Merchandiser
DJ Ghostrider