Haul – ‘Makers, Merchants and Madmen Since 1998′ – upcycles old advertising billboards, bus shelter posters and stadium boundary line signage into products for companies. Its consumer-facing streetwear brand sells tote bags, satchels and laptop bags as well as iPad sleeves and folios.
Scott shares with us his marketing philosophy, the importance of humanising your brand and the innovative use of social media, including LinkedIn, to generate word-of-mouth buzz for – and media interest in – the Haul range of products.
We also learn the integral role Scott’s pet boxer dog Gus plays not only in bringing the Haul story to life but also in piquing the interest of would-be customers of the brand.
In part one of the interview, Scott takes us on a journey of Haul and how the back-story is integral to his overall marketing efforts; he also outlines his approach to Twitter and how Gus the Boxer came to be the focal point for the brand.
“Social media has been a boon for our business”
In part two Scott gets more into the nitty-gritty of his use of social media and why humour and authenticity are important pillars of the Haul brand; he provides several examples of opportunistic PR efforts along the lines of author David Meerman Scott’s ‘Newsjacking‘ concept…
… and we get to meet the real driving force behind Haul, Gus the Boxer!
- Gus the Boxer website
- Twitter links: @scottkilmartin, @gustheboxer, @haul
- David Meerman Scott blog – Web Ink Now
- Gus the Boxer Markets Pop Culture iPad and Macbook Sleeves
- How a Real-Time Facebook Promotion Borne Out of Frustration – Ends Up in ‘The Oz’ Newspaper