Post #9: Corporate Manifestos

Corporate advertising can get a bad rap. While corporate ads are designed to make people like a company, the act of tooting one’s own horn can have the opposite effect. In contrast, a well-written corporate manifesto can inspire the reader and leave them feeling warm and fuzzy about the company. Two of the most successful and memorable manifestos I’ve seen are those of lululemon and Hot Mama.

lululemon’s manifesto includes tips for healthy living (“practice yoga, so you can remain active in physical sports as you age”), challenging ideas (“your outlook on life is a direct reflection on how much you like yourself’), and a few cliches (“do one thing a day that scares you”). The short quotes presented in this manifesto relate both to yoga and running–the core activities for which lulu creates clothing–as well as living a happy, well-rounded life. People who shop at lululemon buy into this idea of healthy living.

lululemon’s manifesto can be found on its gift cards, packaging, store windows, and in their stores. The manifesto is clearly the way that both employees and customers are encouraged to live, which makes it effective and authentic.

Hot Mama’s manifesto is slightly less philosophical but still rings true to moms. The manifesto begins by listing the many roles of moms (“THE LOUDEST CHEERLEADER. THE FIRST TEACHER.”) and goes on to encourage moms to take care of themselves in the same way that they take care of their families. Hot Mama’s manifesto presents a balanced lifestyle in which Mom loves her family but also takes time for herself which sets a good example for her children (“JOIN YOUR OWN SOCCER TEAM. SPLURGE ON THE PERFECT PAIR OF JEANS. . . IT’S NOT SELFISH. YOUR CHILDREN ARE WATCHING YOU. . . LEARNING ABOUT SELF-ESTEEM FROM YOU.”)

I think that Hot Mama’s manifesto is very effective in helping moms realize that it’s okay to care about their appearance, and to take time to spend money on their own clothes, even if those clothes are going to get messy.

Hot Mama’s manifesto can be found on their website, on hang tags, on gift cards, and even on signature scent candles. In contrast to lululemon, where it is assumed that all of the employees are yogis and/or runners, not all of Hot Mama’s employees are moms. The purpose of this manifesto is to empower moms, which is also what the in-store stylists strive to do.

Post #8: Every Check-In Counts!

In the age of social media, apps are constantly being created to help connect us to the people in our lives. One mobile application that has had great success is Foursquare. Foursquare allows users to “check in” nearly anywhere, and to earn points for those check-ins. Places to check in include restaurants, stores, cities, landmarks, colleges, etc. Because users create the places, you can also check in to homes, rooms, comfy chairs, etc. Check in to a place enough times, and you could become the mayor!

Check-ins earn points in a variety of ways. You get one point automatically for each check-in. You also get bonus points for being the mayor, checking in somewhere for the first time, being the first of your friends to check in, or checking in to a place three times in one week. The list goes on and on. Foursquare keeps track of your points for the past seven days and ranks you among your friends. Because every individual’s friend list is different, you may show up with a different ranking on different lists. What is the prize for being number one? Nothing–except for bragging rights.

While Foursquare’s main purpose is to share where you are with your friends, it is also a way to discover new things to do. First, when you see a friend check in somewhere new, you can click on the location and learn about what it is, link to the website, and read tips that other users have posted. Foursquare has also added an “Explore” feature that suggest places for you to go wherever you are, based on past check-ins. For example, I’m currently in Albertville, so Foursquare suggests Caribou “because you’re into coffee shops,” Maynard’s because it’s “popular on Foursquare,” and the Gap Outlet “because you haven’t been here in over a month.”

Another great feature on Foursquare is specials. Businesses can claim their check-in on Foursquare and publish specials that people get when checking in. A special might be 20% off at a store with your first check-in, or a free drink for the mayor every time they come to a particular bar. This gives an incentive to check-in every time you go somewhere. 

Like many social media platforms, Foursquare gives you the option to post to Facebook and Twitter. While many Foursquare users check in every where they go, most use discretion in exporting to other social media sites. Facebook Places, which was created after Facebook recognized the popularity of Foursquare, is generally used only when people go somewhere exciting or interesting. The same unspoken rule applies to posting your Foursquare check-ins to Facebook. Personally, I believe that the same rules should apply to Twitter, but I do have a few friends who believe that every check-in should be shared with Twitter.

One major concern that many people have is the issue of sharing their location with others. The average Foursquare user has fewer than 10 friends, meaning that their check-in information is shared with only a select number of people. The general rule of thumb is to be friends only with the people who you would want to come join you if they saw that you checked in at a bar or community event. When someone is searching for nearby places to check in, the users who are checked in at each place are displayed, so that is one consideration to make. However, overall, Foursquare is among the most intimate of the social networks, and that’s something its users seem to like.

Post #7: Direct Marketing

I don’t receive much direct mail marketing. In the past month, I have received a reminder to vote no on the marriage amendment and a coupon for $10 off a $49 purchase at DSW.

On the other hand, I receive insane amounts of direct email marketing. I have all of my shopping emails sent  to an account I rarely use, and when I check it, I have hundreds of unread emails. Yesterday, I received 17 emails from retailers, as well as several from Twitter, a couple from the Obama campaign, and a few from Spotify. The retailers who emailed me included RueLaLa, Kenneth Cole, Target, DISH, Victoria’s Secret, LivingSocial, and Groupon. I had multiple emails from Kenneth Cole, LivingSocial, and Groupon. Only the Kenneth Cole emails had a subject line featuring a sale–60% off online only. The other emails alerted me to items that I should buy, without necessarily giving a price or discount.

I get Gap Inc. and J.Crew emails sent to my school account, because I have a Banana Republic card and I use a student discount at J.Crew. Both send me several emails per day, alerting me to sales or new items. Here is an example of an email I received from J.Crew the other day, one that actually made me go check out the website. (The email image was too long to view on a Mac and grab a screenshot, so here is the image, copied from the email.)

Usually, I don’t check my emails, and am not prompted to buy something just because I get one. However, when I am shopping online at a specific website, I will check my email for offers from that company, such as a percentage off your order or free shipping. 

I think that the type of direct marketing that works best for me is coupons that I receive in the mail. While we all like things to be digital, a tangible coupon is much easier to bring to the store and use than something that you have to pull up on your phone or print off before going shopping. It’s interesting that companies send so many more emails than direct mail. Obviously emails are cheaper and easier, but in speaking to classmates in another class about this same topic, we came to the consensus that we want emails for online offers, but when it comes to in-store purchases, we want paper coupons mailed to us.

 

Post #5: Oh, celebrities endorsing things they would never use…

This is a print ad for L’OREAL hair color that ran in the April 2012 issue of Cosmopolitan. It features Gwen Stefani with her signature bright blonde hair color, along with a testimonial about the impact of this particular shade of blonde.

This advertisement targets women who like to color their hair but either cannot afford to color their hair at a salon, or feel that they get good results from a box and like to save the money. Using Gwen Stefani helps the advertisement to appeal to a larger age range of women, from women in their 20s to 50s. Cosmo’s readership consists of women in their teens through 40s, who are both married and single.

This advertisement includes all the of the five basic components of print advertising:

Headline: “Glamourous Blonde” This is a great headline because it defines both the hair color and the celebrity endorser. The headline is even printed in a light gold color that evokes the idea of glamorous blonde.

Subheads: The subheads of this advertisement include the line, “Christophe Robin on glamorous blondes:” as well as the headings of the benefits: Translucent, Fade-Defying, and Shine Serum.

Body Copy: This includes Robin’s actual testimony as well as the explanations of the benefits.

Visual Elements: The major visual element of the advertisement is the photo of Stefani, with her hair looking gorgeous as ever. There is also a smaller photo of the actual product which serves two purposes: it shows people what the advertisement is actually for, and helps people find the product when they shop for it. Box dyes look very similar on the shelf, and having an idea of what the box is going to look like may help people buy the product that they actually saw an ad for.

Layout: There is a lot going on in this two-page spread, but the layout helps draw the eye around to all of the elements. There is probably too much text on the right page, but the fact that the entire left side is a photo helps to balance it. Many people will not read the text, but some will, and the ones who don’t will see the photo of a music icon and maybe be influenced.

The major downfall of the content of this ad is the fact that the brand name is present only on the image of the product, and it’s set in gold over a woman’s blonde hair. Pretty hard to figure out what brand is being advertised.

Now here is my major critique: There is absolutely no way that Gwen Stefani trusts her hair to a box dye and her own hands. She would never color her hair just one all-over color even if it looks that way. I won’t box dye my hair and I’m broke. Maybe Gwen Stefani gets her hair colored by the experts at L’OREAL, but I would bet a lot of money that she does not dye it from a $13 box of hair color. Celebrities endorse a plethora of items, but hair color is the absolute most unbelievable. </endrant>

Post #4: I’ll admit it..

I’m a bit of a shoe lover. So I always get a little excited when I see a commercial for DSW or other shoe retailer. Here’s a commercial that I like because it’s dramatic yet simple, with just a bit of humor.

This ad aired in spring of 2012 and I believe that it’s aimed at both men and women. Many women will pay attention to a commercial which features well dressed people, and would be intrigued by the shots of designer shoes. The creator of the commercial did a good job of making the feel of the commercial appeal to women while the message appeals to men: Wear designer shoes from DSW and women will take notice to the point of chasing you off of the subway and on to the city streets.

I think that this commercial is aimed at people in their 20s-40s who have some discretionary income but who can’t buy $800 Manolos. The tagline at the end, “Designer Shoes. Warehouse Prices.,” sums up the value proposition that DSW is known for. People who shop DSW know that the shoes there are high quality and aren’t $20, rather that you can find a $100 pair of shoes for $70. This is more of a reminder advertisement than a commercial that introduces a store or persuades you to buy something. It is more of an attempt to keep the company on your radar so that the next time you need a pair of shoes for work or an event, you will think of DSW.

I think this is an effective commercial. It gets the point across that DSW sells shoes that will get you noticed, without having to make any kind of sales pitch. I like the style of the commercial; it almost feels like a movie scene, and you actually have to pay a little bit of attention to see what is going on, rather than zoning out and hearing a voice-over of a deal or feature.

This commercial is not terribly popular online. It has 9,380 views on YouTube and I was not able to find any DSW commercials on Vimeo. This isn’t surprising because it isn’t really a funny or shocking commercial, which are the things that people tend to post and watch on YouTube. This commercial was uploaded to the DSW channel, dswshoewarehouse, and not by a consumer who thought it was a super awesome advertisement.

Post #3: Target’s Creative Strategy

Target is one of the most successful retailers in the world, and a leader in the discount segment. Target’s success is largely in part to their value proposition, which promises that customers can get basics as well as trendy, well-designed items, at an extremely accessible price point. It would be easy for Target to simply advertise their low prices to drive consumer spending. However, to differentiate itself from the Walmarts, K-Marts, and Coscos of the world, Target has put a lot of work into its creative strategy, and focused on the design of its products.

Much of Target’s advertising aims to make viewers think that they need whatever goods are being featured, both to live a comfortable lifestyle and to show that they are on-trend. This is unique to the discount world, a tactic that is usually applied to high end goods such as designer apparel and expensive consumer electronics. Target’s TV commercials are usually upbeat and visually stimulating, allowing people to guess that they are watching a Target commercial before the iconic bullseye is displayed at the end.

This College ’08 commercial is a great example of Target’s creative strategy. It shows two roommates jamming in their dorm room which has just been decorated with items from Target. This Target trip and subsequent decoration represents a rite of passage that high school girls cant wait to participate in. Target manages to create the same excitement about its products that people would have for more expensive, high-end goods.

While many of Target’s commercials appeal to our emotional need to fit in and have the coolest things, Target also focuses on rational appeals. Target ran a series of commercials that showed a problem and a solution. For example, a child might come inside with mud all over her hands and start touching the kitchen counter tops while Mom looks on in horror. The next screen appears with a *bing* sound, displaying Lysol wipes and “$3.49.” This appeals to the rational side of consumers, showing them that Target can take care of all their basic needs at a great price.

Target rarely uses comparison  or testimonial advertising, focusing instead on simple messages that get the point across while letting consumers picture how Target’s products fit into their own life. The company uses very strong imagery such as bright colors, particularly red, and over-dramatized, sometimes fantastical situations and settings. Target often uses Slice of Life advertising, which is very fitting because the stores carry almost anything a consumer could ever need. Both in advertising and store experience, Target has made itself the go-to one stop shop for design- and price-conscious consumers.

Post #1: One of my favorites: Love That Pink

If you asked me what beauty item I couldn’t live without, I might say mascara, because I have blonde eyelashes. Or my answer might be concealer, because sometimes you just have to cover a breakout. But, if you asked me what the most important, high-impact item of makeup is for a woman to own, I would answer lipstick in a heartbeat. Lipstick seems to have the power to make me feel more confident, pulled-together, and all-together more ready to take on anything. I believe that every woman should find the perfect knock-out red, a subtle pink or nude shade, and a shade that makes her feel like she just slipped into the world’s most perfect pair of jeans.

My all-time favorite lipstick is “Love That Pink” by Revlon. Not only is it the perfect hot pink with a hint of coral, it comes in the perfect finish. Love That Pink is one of Revlon’s “Creme” lipsticks, meaning it’s not matte, it’s not shiny, and it’s definitely not sparkly. It doesn’t dry out my lips yet it never feels sticky or glossy. It enhances my skin tone whether I have a summer glow or it’s the dead of winter.

Last summer, I went to a bachelorette party and wore this lipstick. Not only did I get a ton of compliments, but some of the women who were there were still talking about the shade and asking me what it was called a month later at the rehearsal dinner. If that’s not a perfect beauty item, I don’t know what is.

Makeup is often advertised on TV commercials or in print ads, usually in women’s lifestyle and fashion magazines. I think a great way to market this lipstick would be to have test tubes and disposable applicator sticks above the display at the Walgreens or Target or wherever else Revlon cosmetics are sold. I chose this particular lipstick by the color sticker on the bottom of the tube. I didn’t notice that it also said Creme on the bottom, and I’m lucky that this shade looks great on me. I have purchased other lipsticks because I thought I liked the color, but wasn’t able to try them before purchase and didn’t realize that the finish was too matte or too sparkly for my taste.

I think a new way to market this lipstick would be by partnering with clothing brands. When you look at an item online, the site will often give you complementary pieces or accessories to go with whatever you’re shopping for. Revlon could partner with a brand, Express for example, and give suggestions of shades to go with the dress or jacket that you’re considering.

The only cat video I will ever post…

I am not a cat person. Like, at. all. I don’t watch cat videos, and I don’t think your kitten is cute. But a teammate showed me this video way back in 2009, and it will always be my favorite.

I give you: “Kittens, Inspired by Kittens!”

Watch more videos of this cutie here.