I realize it’s been MONTHS since my
last blog post which brings me two immediate thoughts. One, damn where did the time go and how did
it go so fast? Two, now that I've graduated it’s time to get back at it.
Since my last post there’s been a New Year (well now seven months into
it but who’s counting), two additional quarters of school, and one welcomed graduation from DePaul University's Kellstadt Graduate School of Business with a double concentration in Strategy, Execution and Valuation and Integrated Marketing Communications with Distinction.
So stay tuned…
I’ll be providing some thoughts, insights, and opinions that happened during my
last two quarters as well as some new content now that I can read something other than textbooks again!
I was fortunate enough to recently tour 1871, Chicago's hottest co-working space for the city's newest digital startups. Needless to say I was in awe of the buzz that surrounded these young entrepreneurs and the cube-less working space they call their "office." While there I got to chat with a few of the new startups and one that I thought was awesomely innovative is a company called AdYapper. AdYapper has built a platform for advertisers to turn their normal display ads into social experiences with two way communications. Genius right? We have all seen ads that were either #awesome or #fail and the only way we had to engage with them was to share with our own circle of influencers. Not anymore. Now consumers can interact directly with the ad and provide advertisers and other social networks with valuable information.
The best part about this - it's easy to implement AND it means more targeted advertising for brands looking to optimize budgets. AdYapper's tag is embedded directly into the display creative and published across networks. Once the tag is installed brands can access real-time metrics, community submissions and competitive data at any time.
Yap Widget in Lower Right
Social Conversation with Total Comments (Yaps)
This social way of incorporating conversations into ads is going to change the game of display advertising as we know it. Brands will love it for the deep analytics and optimization of budgets while consumers will love the ability to give real-time feedback and participate in a dialogue with brands to form meaningful conversations that lead to better advertising overall.
Although Target was subject to my criticism last week with their pre-Halloween holiday advertising strategy, I commend them for leading the forefront in blending mass merchants with luxury for Holiday 2012: Target + Neiman Marcus available in both retailers December 1, 2012. Designer partnerships are not a new venture for Target and certainly not new for Neiman's but this collaboration is more than anything they've ever done and one that I predict will bring in mass dollars this holiday season.
This season Target did the unthinkable - partner with another retailer! In a time where every retailer across the board is battling for market share Target and Neiman's realized an opportunity to expand each retailer's target demos by collaborating in a way that brings value to all shoppers.
With names like Alice + Olivia, Brian Atwood, Carolina Herrera, Diane von Furstenberg, and Marc Jacobs, Target and Neiman's are giving each of their shoppers something mutually beneficial. For Target, it's providing Luxury to the aspirational shopper. It's the mom who has always been in the forefront of fashion but now has a family and may not be able to shop the way she once did. For Neiman's, it's the luxury consumer who may have the money but looking at value options to ease the pain of the current economy.
We shall see how this partnership plays out and if successful, which retailers are the next to follow in their footsteps.
While catching up on some DVR this past weekend the all dreaded came true... I was subjected to my first holiday commercial 17 days before Halloween by Target, one of my favorite retailers! Working for a real estate company specifically focusing on retail may have me a bit more trained than the average eye. However, as a consumer, I am not very appreciative of watching holiday ads pre-Halloween.
Some retailers are pushing for customers holiday mind share and share of wallet in a more discrete way. Been in a situation where paint was thrown away and now need to do some touch ups? Out shopping and can't remember the size of the living room blinds? Or how about the aerator is shot in the kitchen sink and can't remember exactly what size is needed?
One of the most interesting things I've seen this week in interactive marketing was the launch of MyLowe'sfrom Lowe's. MyLowe's encourages shoppers to sign up (or sign in with existing account), register their loyalty card and track purchases made within the store. What the program promises is to ensure that every single purchase made is tracked to create ease of mind for future purchases along with exclusive discounts for being a member. This isn't something that's revolutionary to a loyalty program but does provide something different to the consumer (from my loyalty program experience) while giving Lowe's a point of differentiation.
The launch of the program is timed impeccably with the all anticipated fourth quarter sales that are critical to a retailer's success. To encourage participation, Lowe's promises to share an exclusive sneak peek when a consumer register's their card by October 31, 2012.
If I lived in the burbs and had continuous home improvement projects this would be a lifesaver. However, at this point, my cozy condo is pretty self sufficient.
This week's Internet superstars post features a collaboration between GQ and Nordstrom. These two brands have put together an integrated program that I have been wanting for years. One may look at this post and wonder the significance of what it means. First, these are two brands that I personally love and follow for their innovative activity in the digital space. Two, I understand the dynamic of collaborating with two very iconic brands and the amount of work that goes into a partnership of this caliber. The two brands have created an experience that is completely seamless to the consumer which should be the goal for any brands focusing on an online presence. For years retailers have partnered with traditional print publications but the disconnect was the integration of where a consumer could actually purchase the product featured on the glossy pages of the trendy media outlet. Here's why it works:
A subscriber of GQ magazine (or online GQ advocate) sees something of interest in an advance month's publication.
The consumer find the GQ Selects area and clicks on the product library.
Consumers can scroll through the featured images and when something of interest is appealing can click to a direct link through to Nordstrom to purchase the product.
That product is co-branded ensuring that a consumer recognized the partnership between the two brands.
Most partnerships I've seen are either unsuccessful in terms of publication release date and product arrival in retail or do not make it easy on the consumer to click directly through to path of purchase. I applaud both parties for making this easy on consumers and creating an online experience I hope many other retailers and publications follow as best practices.
