I really enjoyed this article about other ways to connect with your consumer in times of economic turmoil. Stephanie Kang provides both sides of the equation for a great read. Enjoy!
Designating Shortcuts to ‘Happiness’
Warmth Gets a Workout as Marketers Grope for Pitches That Will Resonate in a Recession
Original Article
By STEPHANIE KANG
Be happy. That’s one message marketers are trying out, with ads evoking warmth and good cheer, as they cast about for ways to appeal to consumers amid a recession.
Best Buy’s holiday campaign, created by Omnicom Group’s BBDO, includes TV spots featuring true stories of how Best Buy touches its customers’ lives. Employees of the consumer electronics retailer submitted stories, and documentary filmmaker Errol Morris filmed them telling their tales.
In one ad, an employee talks about selling a Webcam to a man whose grandchildren are moving abroad. Another shows a Best Buy employee teaching a blind man how to use his home-theater system. The tag line for the campaign: “You, Happier.”
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This is a pretty cool concept. Check out this article I received in my email. What a unique way to creep people out.
Jameson Whiskey Texts Targets On N.Y. Streets
by Les Luchter, Friday, December 5, 2008, 4:47 PM
Insert live text messages directed at passersby into projected outdoor billboards and you’ve got an innovative new campaign created by Omnicom’s TBWA/Chiat/Day New York on behalf of Pernod Ricard’s Jameson Irish Whiskey.
The traveling ad show was set to launch in New York City Friday night, at high foot-traffic locations in Chelsea, the Lower East Side, Brooklyn’s Williamsburg–and a fourth site still undetermined as of late Friday afternoon when Marketing Daily spoke with TBWA/Chiat/Day Creative Director James Cheung.
The projected ad moves from place to place in search of Jameson’s target audience, Cheung explained. For instance, if the Knicks had been playing basketball at Madison Square Garden, that neighborhood could have been a target.
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This is a great article providing insight on the luxury market in this economy. I typically stear away from some of it due to media hype and being plain sick of it. However, this article has a bit of both sides, but more importantly it explains the value of maintaining brand integrity even in the down economoy
Published: November 12, 2008 in Knowledge@Wharton
As 2009 shapes up to be the most challenging year in more than a generation for luxury items such as high-end apparel and fragrances, marketers’ plans for targeting aspirational 16-year-olds and expanding rapidly into the new money hubs of Russia or the United Arab Emirates are suddenly “out,” according to a panel at the recent Wharton Marketing Conference. What’s now “in” for marketing luxury in this difficult era is pampering the wealthiest and most loyal customers with everything from monogrammed shirts to personal in-home visits.
“I really think the foundation of luxury is customer service — that is what we are hearing,” said panelist Cori Galpern, worldwide marketing and advertising director for Tom Ford International, the designer’s growing chain of fashion houses. “I think what we’ll see because of the economic crisis is that you lose a certain amount of that aspiration customer. Somebody who will buy a couple pairs of shoes over the course of the year is making other choices. The core for a luxury brand is a customer with very considerable wealth.”
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