Right On Target.

October 26, 2010

Consumers love Target for good reason; marketers should, too.

In Times Square, Target's billboards are attention grabbing and useful, alerting consumers to new locations and designed with an urban theme.

Several times in the last week I mentioned to friends, Vertical Marketing Network colleagues and one total stranger that I was working on a piece about Target, and each time I got the same response: a genuine smile. Apparently, Target is the kind of business that makes people happy. Is it the catchy ads? The endless aisles of high-brow-designer-gone-affordable stuff? The Bullseye Dog? Maybe it’s those Facebook gift cards we’ve been talking about? When it comes to Target, there’s something for everyone. And more importantly, there’s a lesson for every smart marketer.

Maybe I’m just blogging out loud here, but it seems like Target is a perfect example of how a brand can cover its bases. From in-store to on the street, from online to on your mobile, Target is right on, well, target. Smart marketers take note.

Trolling the store’s aisles the other day for Halloween supplies (I’m going to be a pirate), the connections between Target and recent Blogging Out Loud posts popped out left and right:

  • Target is trendy. From the store’s ever-expanding fresh food department to the electronics department complete with iPad displays. It’s hard to remember a time when designers as successful and varied as John Derian, Sonia Kashuk and Zac Posen were available for the masses. For that matter, didn’t Target make Isaac Mizrahi a household name?
  • Target doesn’t just get people smiling; it gets people talking. From standout billboards to clever commercials, the brand makes a bold statement about choice, design and lifestyle that resonates with savvy consumers. Whether they are young or old, affluent or budget-minded, Target has succeeded in shedding its big-box, discount-chain skin to appeal to many different types of people, who, in turn, have rechristened the store: Tar-shay!
  • Target is everywhere. Not only does the brand have a great Web site, it also is active on Facebook, Twitter and YouTube. Furthermore, and really ahead of the curve, Target is participating in the emerging m-commerce with its own mobile app.
  • Target channels and promotes popular culture. Last year, Target partnered with M&Ms on a promotion linked to the latest Transformers movie. And the store is currently asking shoppers to channel their inner critic — a la Yelp — by awarding one lucky shopper a $500 gift card. Another case in point: the aforementioned Facebook gift cards, which the retail giant started selling last month. Similar to iTunes gift cards, Facebook gift cards — available only at Target — can be spent on applications, social games and virtual goods associated with those games. Facebook estimates 200 million people play virtual games via the site each month. Now that’s making The Social Network work. From exclusive deals to special packs, Target’s promotions stand out. Still need more proof? Check this out.
  • Target’s got kidfluence and dogfluence. Why was I surprised that among the Halloween costumes for kids big and small, there were also tricks and treats for pets? We know both are emerging markets.

As we head into the holiday season, smart brands should step up and into the spotlight — be it orange and black, red and green, lime, silver or gold. Convenience, cost, quality, merchandise; these are just part of consumer puzzle, and while many stores succeed on many different levels, Target shines by getting it all right.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: JJ Nelson

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Posted by JJ Nelson

Trend Watching About Town.

October 19, 2010

Hitting the streets proves to be eye-opening and inspiring.

Savvy marketers know they can reach out to consumers in malls and stores, but more shopping experiences are ending with brands directing consumers online, where the experience can be further enhanced.

A few weeks back, the Director of Insights at Vertical Marketing Network, Betsy Berman, challenged me with a pleasantly surprising assignment: GO SHOPPING! No, she wasn’t implying I need a makeover. Rather, she asked me to explore the tangible marketplace versus the mobile one that I — like so many Smartphone users — have enthusiastically embraced. Savvy marketers, Betsy explained, look beyond their brands, categories and trade-specific press to gauge the cultural pulse. My challenge was meant to be equal parts marketing crash course and field trip. It wasn’t until after we hung up that I realized how unprepared I was for the task at hand. I am one of an estimated 85 percent of American adults who own a cell phone; we use them to connect, check email, surf the Web and shop. Was m-commerce, I wondered, like e-commerce before it, replacing the beloved shopping mall? My inclination was to ask the Internet, but instead I took to the streets. Sans iPod and Smartphone and any other distraction, I did what smart marketers do daily: I observed. I went into stores I would never think to enter simply to see what was happening there. I tried new things, but not everything. My trend watching revealed many new products and innovations, but it also — time and again — did the unexpected: it redirected me online.

Maybe I’m just blogging out loud, but it seems like online customer interaction is the “umami” of the marketing world. Also known as “The Fifth Taste,” it is said that “most people don’t recognize umami when they encounter it,” but it’s widely considered the secret to making food taste good. In other words, it’s the taste of an experience that remains. But first, there’s the inspiration.

To get a sense of what’s happening, I visited commercial shopping areas, but I also simply opened my eyes to the new products, advertisements, billboards and store windows that were vying for my attention daily. The dots practically connected themselves:

Retail: Does the URL at the bottom of my Sephora receipt advertising a customer satisfaction survey with free giveaway, and the new window displays for GapKids not represent the the best of both the in-person and online shopping worlds? One of the first things to catch my eye was the miniature denim giant’s display for a “Casting Call,” which directs prospective “models” to the company’s Web site, which then, among other things, directs photographers — er, parents — to the iTunes store, where they can download a free mobile app that allows users to search photo galleries, upload their own photos and even vote. When I read over the summer that British department store Debenhams was using petite, plus-sized and wheel-chair bound models, plus-sized mannequins and had banned airbrushing, I was reminded of Dove’s ever-growing Campaign For Real Beauty, which continues to catch my eye for being honest and original. As entertaining as it was to walk by a lingerie store the other day featuring scantily clad live models striking a pose for the public’s enjoyment, I feel drawn to the former advertisements, which seem to acknowledge that consumerism is as much about escapism as it is reality. I was starting to connect the dots…

Health and wellness: Speaking of reality, the second and third trends to catch my eye were at drug stores. Has anyone seen the Dr. Scholl’s Custom Fit Kiosk? No sooner had I stumbled upon it — literally — then I was on it — again, literally. Another invention that will surely draw consumers to stores: the virtual mirror, which allows consumers to sample drug store cosmetics without opening any packages. Kiosks are being tested in Walmart’s throughout the country, and are up and running in Chicago-area Walgreens stores. I have yet to try one out, but be assured, I’m on the look out!

Beauty: In the meantime, I’ve had fun playing with the latest collection from M.A.C. cosmetics and Disney. Just in time for Halloween, the make-up brand and kidspiration conglomerate have formed and unexpected but attention-getting partnership to create a line of products inspired by some of Disney’s most notorious female villains. And I thought the ever-present Halloween pop-up stores were the best holiday game in town?

From the in-store experience to the fast-emerging (and surely one day ubiquitous) QR codes to the final mention of visiting the company’s Web site, brands are excelling at getting my attention — and yours — in new and creative ways. The smartest brands capture our eyes (and other senses) in-person, and then enhance that experience with the ultimate consumer resource, or umami: the Internet. Savvy marketers recognize this, and are actively participating on both fronts. And smart consumers are reaping the rewards. This is just the tip of the iceberg! Be assured: this girl about town will remain on the lookout.

Has a recent promotion, clever ad campaign, new product or unique marketing use of technology caught your eye? Share your experience in the comments section.
Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: Ivan Walsh

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Posted by JJ Nelson

Does Your Brand Influence the Virtual Influencers?

October 12, 2010

Yesterday’s phone is today’s news feed, and everyone’s tuning in.

In today's Internet-heavy world, social media and word of mouth marketing are closely tied. Smart brands are inspiring consumers to pick up the "virtual telephone" to promote their products and services.

Friends. Friends-of-friends. Facebook friends. Frienemies. Aside from the most-obvious common denominator, these varied groups share something more important in common: they’re online, and they’ve become the voice of marketers everywhere. While the world continues to buzz about The Social Network – both real and dramatized – Facebook and its peers have been getting major nods in the press for doing, well, exactly what they were created to do: connect people. As a result, the face of word of mouth marketing has evolved dramatically. Word of mouth has always been a powerful marketing tool; it’s reported to be the fastest growing sector in marketing and media services. Now thanks to social media, it’s hundreds of billions strong. Recently, we’ve seen smart companies such as American Eagle Outfitters, Hewlett-Packard, KFC and Red Bull use social media to activate WOM marketing campaigns. And, like the smart brands that did the same before them (Dodge, Ringling Bros. Circus and TOMS shoes come to mind), it’s working. It’s no wonder that WOMMA – the Word of Mouth Marketing Association — plugs itself as covering ethical word of mouth and social media marketing. Truly, they’ve become one in the same. McKinsey reports that 67 percent of consumer’s purchasing decisions are primarily influenced by WOM, and Keller Fay reports that 54 percent of business buyers’ purchasing decisions are influenced by WOM. In other words, we tell our friends, they tell theirs, and on and on and on. The message travels fast and furiously. Yesterday’s telephone is today’s news feed. Are you getting your say?

Maybe I’m just blogging out loud here, but it seems like old tricks can be – and have been – made new and better with the help of social media. Now that consumers can “like,” “share” and “tweet” about brands and products, word of mouth marketing is moving faster and extending further. Smart marketers should inspire consumers and ignite their conversation.

Word of mouth marketing is hardly new, but it’s certainly transformative. Today, consumers are subject to a variety of opinions and resources. Why would they not turn to their friends for familiar guidance? In our “Brave New World” of advertising,” consumers are turning away from traditional mediums – such as print and television – in favor of the Internet. Smart brands, like the ones mentioned above, are acknowledging social media as an effective tool to meet consumers on their terms, online and off. In the cases of HP and American Eagle Outfitters, they took to the college lawn. But first, social media was used to spread the word. Recently at Washington State University, HP brand ambassadors participated in an annual back-to-school music festival, where they demonstrated laptops and announced brand deals. Students who signed up for information – either in person or on Facebook – received free giveaways. On its freshman move-in day at West Virginia University, American Eagle had student reps on-hand to lend a hand, distribute free flip-flops and entice buyers into stores with a 15 percent off coupon. The event was organized by one of American Eagle’s brand ambassadors who helped spread word of the brand’s services via the university’s Facebook page: “Need help moving in? No worries. AE will be there,” she posted. While it’s reported there are roughly 10,000 student reps on campuses nationally (paid in cash, products or a combination of the two), brand ambassadors come in all ages. Companies such as BzzAgent and House Party take advantage of this by tapping regular people via the Internet to help promote sponsored brands. House Party, for example, connects brands to advocates who are given the goods to host parties sponsored by leading companies such as Gerber, Nestle, Sabra and Sony PlayStation. BzzAgent does something similar, providing consumers with products to sample and share with friends. They’re then given the chance to offer the sponsored brands feedback. Both sites can be connected to via Facebook, and are amazing concepts, for sure, as well as smart opportunities for brands to engage online.

While the majority of WOM marketing still takes place face-to-face – on college campuses, at clubs, in offices, at sporting events, etc. – there’s no denying that using social media reaches consumers quickly and effectively. The next word of mouth is word of mouse. By creating opportunities for online word of mouth marketing, brands send the message that they’re part of the virtual “in crowd” whose friends – whatever kind – are listening.

After all, that’s what friends are for.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: Nicholas Smale

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Posted by JJ Nelson

Brave New Advertising.

October 5, 2010

New media has consumers turning to the Internet over television, and smart brands are reflecting this change and looking forward.

With studies showing we're spending more time online, a new wave of advertising is moving on up and integrating social media.

New York’s seventh annual Advertising Week wrapped on Friday, and those who missed it need not look further than the program for the conference’s main message and what should be the industry’s credo for the future. This year’s slogan “Get out of your head” might as well have been “Out of your mind and online.” After all, that’s where the action is, and the impressive number of discussions focused on social media drove that point home. As we discussed last week, Facebook is The Social Network for some 500 million users and smart brands are taking advantage. But Facebook isn’t the only game in town. An information-packed article aptly named “What Do We Want? Media! When Do We Want It? Now!” in the current edition of Advertising Age, reports that Twitter now boasts an estimated 100 million users, and the social networking site for working professionals, LinkedIn, has tripled in size in over the past two years. There are approximately 75 million users on the network, up from 50 million in October 2009. Moreover, the article reports that “in the past year and a half, we’ve added two more hours per week to our at-home TV diet (via Deloitte), sent and received half a trillion more text messages (CTIA) and spent 1.3 more hours per week online (Forrester Research).” These numbers not only signal change, but also opportunity. While Mad Men’s Don Draper would be lost in this sea of technological possibility, modern day Mad Men and Women are being celebrated for embracing it.

Maybe I’m just blogging out loud here, but it seems like the secret to successful advertising is in adaptation. A catchy jingle is no longer enough to win the hearts of consumers, today’s advertisers need to get online, get social, and meet consumers on their terms. As always, cleverness and creativity are key.

According to research from NewMediaMetrics, nine out of the top 10 most engaging media outlets — that is, the media outlets that draw the most involvement — are based online. Google’s search engine, AOL, YouTube and Facebook top the list, respectively, with retailers such as Amazon.com, eBay and iTunes also making the list. Television network ABC — the only traditional outlet in the top 10 — is ranked No. 9. The lesson to be learned here by advertisers and marketers is clear: advertising is no longer simply about the best 30-second spot or print ads for Ladies Home Journal. While Nielsen reports that 116 million American households have at least one television (and 55 percent of those households own three or more televisions), Pew Research Center says that 78 percent of Americans go online daily. Yesterday’s Marlboro Man is today’s Jason Schwartzman, who made Internet waves last week with his quirky online spot for The New Yorker application for iPad. Of course, we’ve come to expect attention-grabbing and trendy ads from Apple, but what about Old Spice? The men’s body care maker has done an excellent job of adapting to the new marketplace. Yes, it still runs traditional commercials (which are not only oh-so-charming, but also target both men and women), but the brand has also integrated the Big Three of Social Media — Facebook, Twitter and YouTube — into their campaign. There’s also a blog. In August, we saw Unilever strike a new kind of deal with AMC, home to the aforementioned Mad Men. Believed to be the first deal of its kind, the season-long marketing agreement included six Mad Men-style commercials for different Unilever products to air on the network, as well as on YouTube and other Web sites — a cool concept with great results. This is an excellent morphing of a traditional medium; when print ads and commercials — especially commercials — can be shared via so many social networks and embedded in blogs, they need to be fun, edgy and not just tied to program content, but have a touch on the consumer pulse. It’s no wonder that clients have hired marketing agencies such as Vertical Marketing Network to create, integrate and manage social media content for their brands.

Advertising reflects us and it shapes us. Really smart advertising sticks with us for our lifetimes. Catchy jingles will always have their place (who among us can hum a nostalgic “ho-ho-ho” a la the Jolly Green Giant, or quote McDonald’s ads from the late-80s verbatim?), but today’s ads need to think outside the box — literally. Like the brands above (and to quote a popular ad campaign of yesteryear), we’ve come a long way, baby! And I, for one, can’t wait to see what happens next.

Brought to you by Vertical Marketing Network, a Leading Integrated Marketing Agency.
Photo credit: AIGA

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Posted by JJ Nelson

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