Why:

Stores were losing $30K per month.

Who:

Every Thing Goes.

Where:

Staten Island, N.Y.

What:

Reseller of recycled American furniture,
clothes, and books.

When:

March 2018.

How:

Research, Strategy, Creative, Execution.

Process:

The RESEARCH took a month to do. The full research report came to 36 pages.

We found readily accessible Staten Island demographic reports revealed 37.5% of the S.I. population is of Italian descent, 17% are Irish, etc… We also found average income ranges and the geographic ‘lay of the land.’

The population is approx. 495,000 as of 2020.

Delving deeper into Staten Island’s resident psychographics, their lifestyle, cultural climate, etc… were great indicators for creating a successful market STRATEGY and where to locate new potential customers.

The next step was to create a CREATIVE campaign and TEST MARKET its levity. There was a considerable amount of time invested in caressing the Instagram accounts of all three stores. That social media effort took approximately 6 hours per day. The creative was to photograph actual images, convert them to black and white photography. Then add some great copywriting to make the stores seem fun, accessible, and friendly. Several posters were created (see below). These are the final black and white slicks (8.5” x 11”), photocopied on their copier, and hung on telephone poles throughout St. George with push pins or tape.

Lastly, the idea was to EXECUTE the campaign and see how both the social media campaign and poster were performing and how much traffic increased to the stores. We started to see a sharp incline of customers and business activity.

The CREATIVE Campaign (partial):

Results:

The results below were taken directly from their financial report.

Conclusion:

First Quarter (1Q):

— $65K (1Q)
+ $30K (2Q)
————————
+ I say they profited $90K because they paid a $5K for my: Research, Strategy, Creative, Execution.
I always subtract the Research, Strategy, Creative, Execution fees from the final total.

So, not only did we STOP the $60K hemorrhaging finances of the businesses in the 1Q but, we generated an additional cash flow of $30K in the 2Q.
By the end of the 2Q we hadn’t agreed on an increase in my fees (based on excellent performance numbers) and decided to part ways. See the 3Q for how that affected the businesses.

The rest is history.

^ more here ^

8grape was born in NYC from the 2020 Pandemic. There was a huge shift in political correctness and being relevant. The innovative idea was to empower and equip business owners as to what to do in spite of the [ Post—COVID-19, Post—PROTESTS ]. We put together speaking events for Lions Pride Leadership, Savvy Ladies, NAWBO, Covey Club, etc… focused on adding value to business owners and the new boat we would all be living in.

The first three initial 8grape partners were Lara Kisielewska (former, National President of the Graphic Artists Guild), Breuk Iversen (The unofficial “Mayor” of Williamsburg | Brooklyn), and Julian McRoberts (photographer for Jeff Bezos and ranked “10 Best Lifestyle Photographers in NYC”).

Email: yes@8grape.com

ETG Stores