BXACTIV

Meet Paul Pearcey, founder of the burgeoning clothing brand BXACTIV ("be active").

If you're local to Sacramento, you may have seen his activewear line at California Family Fitness or being worn around town by the cool kids.

Four years ago, Paul invested $200 into an idea representing his own developing outlook on life and fitness. He rebranded this concept in 2018, expanding beyond the gym to support a broader active lifestyle.

Now BXACTIV merchandise can be purchased at additional area retailers, the BXACTIV online store, and through subscription delivery. Check out Paul's story

Let's take a look at some of the marketing efforts that helped Paul build his BXACTIV brand and product exposure.

LOGO -- I can't overstate the importance of a distinctive, representative mark that is implemented consistently in a professional manner. For BXACTIV, the logo was essentially the initial product -- a handful of standard t-shirts with an eye-catching, screen-printed word.



So many small business owners craft logos themselves using clip art or perhaps an image produced by their nephew who happens to like computer stuff. Unless you (or your nephew) have bonafide design experience, talent, and resources, DON'T DO IT!

Logos like these usually happen when they are created in-house:

Trust me when I say these images will not become recognizable or support branding, and they will look cheesy on promotional items, signs, and other uses.

Hire a professional and review their gallery of past work carefully. Give a ton of thought to what your logo needs to communicate over time, because it impacts whether your customers recognize and remember you and your product. Your logo is an important investment.

A great logo is simple, versatile, and appropriate for the the purpose. BXACTIV's logo plays nicely with highly recognizable corporate marks:

PHOTOGRAPHY -- Our world is highly visual and the online arena demands excellent images. Photography influences how customers notice or find you, develop trust in you and your product, and identify with you.  Pics or it didn't happen!

BXACTIV sports some great, energetic photos that show off the brand very well. Paul models his own product in many of the shots. This is a solid idea if your persona and presentation supports your product image and message.

If you have friends model for you, be selective and clarify in writing that they are giving unrestricted permission for you to use their likeness. The same goes for friends who might be behind the camera -- make sure your photographers (even if informal or unpaid) agree to all uses of their creative work.

As a small business, do you need to invest in professional photography? Yes. Maybe. It depends.

In a perfect world with an ideal budget, go for a pro (again, stalk their gallery for work that is similar to what you need). Type of use can affect professional photography prices. Be sure to check that your images will be provided in the format you require and include the use releases you need.

Prioritize these types of photos for the best photographer you can afford:

• A polished portrait if you represent your company. I know, you probably hate having your photo taken. Suck it up, buttercup.
• Product photography. Clear, complete images of everything you sell are an absolute must.
• Photos of any establishment that customers will be visiting. This is especially important for restaurants, retail stores, hair salons, health clubs, and entertainment venues. Upload these photos to online review sites, like Yelp and Google.

Photos and video for social media can be casual and appear spontaneous, but think them through and review before posting. Make sure that EVERYTHING that hits the internet represents your company or product.

COLLABORATION -- Paul leveraged his contacts at the local chain of fitness centers where he worked out to kick off a retail presence for his BXACTIV product. He continues to collaborate with local businesses, like this promotion with Nekter Juice Bar. Local collaboration supports the BXACTIV story and resonates with their buyer community.

Given the local buzz about BXACTIV, continued collaboration offers excellent opportunity for growth. Possible ideas to explore might be:

• Offer limited edition apparel for local active lifestyle groups and establishments with enthusiastic members, like Sacramento Hikers, Handstand Nation, Sacramento Ballet, or Peak Adventures. 
• Offer sponsorship of limited edition t-shirts for a designated number of volunteers for Doggie Day Out at Front Street Animal Shelter.
• Invite consumers to tag themselves on Instagram wearing their BXACTIV gear around town, engaged in activities, traveling, and at destinations. #gobxactiv
• Continue to reach out with merchandise to local influencers, such as fitness instructors, team captains, club leaders, studio owners, etc.
• Pitch the BXACTIV story to local publications, including Inside Publications and Sacramento Magazine.