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Luxury Goods Marketing On the Web – This Season and Past

December 2, 2009 2 comments

http://www.nytimes.com/2009/11/18/business/global/18lux.html

This article from the New York Times talks about how not so long ago luxury brands were wary of going from selling in boutiques and department stores to selling online. The two websites that the article mentions are slightly different from one another. Net-a-Porter sells this season’s items, whereas Yoox sells past seasons’ items with limited colors and sizes available.

There are also a few other websites such as RueLaLa, HauteLook, Gilt and Beyond the Rack which allow for luxury goods designer to sell their left over goods online. It’s like an outlet but online. The way these sites operate is that each day there are 3 open “boutiques,” 3 brands essentially which are selling off their products at lower prices. With the current recession and luxury goods prices typically being high, this allows for more consumers to be able to afford and purhcase luxury goods.

Sites such as these allow for brands to reach more consumers. Ordering online is quick, easy and convenient. These sites also stick to the idea of exclusivity by being supposedly invite only.

Not only do the brands benefit by reaching a large amount of people and selling their inventory but the consumer benefits by being able to acquire luxury products at lower prices online without having to go or drive anywhere.

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Mobile Marketing Beyond the Mobile Phone

December 2, 2009 2 comments

http://adage.com/article?article_id=140746

When someone says “mobile marketing” people tend to think of marketing via cell phones, receiving phone calls or text messages from marketers. But operators have expanded beyond your cell phone to be able to reach you in other ways.

The article mentions several different types of ways mobile marketers can reach consumers through various devices and why these are important. It is interesting how some of these devices which are mass market such as the Ipod Touch for example, can be a medium of communication for marketers. It’s a bit creepy how close marketers can get to consumers.

What’s important for marketers is that they need to seize the opportunity of mobile marketing, something Sprint and AT&T have already done. Because this is something fairly new, marketers who enter this market sooner will have more opportunities to reach their consumers in a less croweded space.

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Social Media – Cosmetics Brands

October 27, 2009 Leave a comment

Social media is literally taking over our lives. Most of us have Facebook and Twitter accounts. And it’s not just college students anymore, it’s pretty much everyone and anyone who wants to be connected to people around them and in their lives. Grandmas have Facebook even.
Some of us more so than others truly care about our Facebook profile pictures, we want to look good, perhaps our best even. One brand has recognized the need for good pictures and decided to offer free professional photos of you! Estee Lauder has, as of Oct 16, started its new social media marketing campaign, in not just giving its consumers free professional photos to put up and free makeup, but it’s also getting something in return. Besides having a fan page of 27,700 members, Estee Lauder has realized that it needs more. Its target market are women ages 35-55, these people are on Facebook these days. But Estee Lauder not only wants to keep their current target market, but they also want to expand into the younger female market and show their brand as being modern, contemporary and in the know of things. What better way to get to a mass number of females? Include Facebook. Give them something you want and hopefully get something in return. Well, brand recognition at least, because all the pictures will include a little Estee Lauder brand logo (unless of course they are Photoshoped out of the pix). Either way, brands are realizing the importance of social media as a marketing tool. Back in the day, television gave marketers a large market, now it’s the Internet. Estee Lauder is now truly part of the digital age. 🙂 But how many people would want to basically endorse this brand and leave the logo in the pic?

Here’s a link to the article: http://www.brandrepublic.com/News/944235/Estee-Lauder-offers-free-social-media-makeovers/ and a link to a blog talking about how Estee Lauder is a global brand and is only offering this in the US. Guess what other people are also doing this in other parts of the world and these people are actually doing it for a good cause! Here’s a link to the blog: http://www.krishnade.com/blog/2009/estee-lauder-and-photogenic-photographers-helping-us-be-facebook-fabulous/

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Ineractive Call to Action – Burger King

October 27, 2009 Leave a comment

During an info session I attended, we were shown some interesting ad campaigns, and one of them was somewhat of a market research type campaign. One fine day, in middle America, Burger King decided to tell customers the Whopper was discontinued to see what would happen. Here is what happened: http://www.whopperfreakout.com. This is a streaming video of what went on. Besides this, Burger King customers actually freaked out and reacted to this so-called Whooper discontinuation in their own ways. With the tools that we have available to us today, instead of writing nasty or confused letters to Burger King, customers posted their own Whopper freakout parodies and responses on Youtube. Here are some of the videos (sorry about the language in some of the videos).

The consumer reaction shows how strong and effective Burger King is as a brand, that consumers took this experiment one step further and created their own parodies mimicing the experiment Burger King ran. Although it was somewhat risky to do, BK tested its customer loyalty by offering Wendy’s and McD’s products instead, but consumers were so caught up in the no-more-Whopper frenzy that they did not want any or as they said they didn’t like those restaurants.

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