Archive | April, 2013

Don Draper: Marketing Guru of the ’60s, Fashion Icon of the 21st Century

28 Apr

There are two things on my mind as of recent: the ABAN project and our co-branding objective, and David Meerman Scott’s ideas in his book, The New Rules of Marketing and PR. I stumbled upon a juicy AdAge article about the Banana Republic that has applied both co-branding principles and the new rules of marketing. Crazy when the concepts you learn in class can be identified and applied in real-life, right?! Welcome to college 🙂

Here’s what I found:

Screen Shot taken by Ashley Bunting

Screen Shot taken by Ashley Bunting

Banana Republic and sibling stores Gap Inc. and Old Navy are switching gears from uneven performance to global brand management. Last month, Catherine Sadler was appointed as the Chief Marketing Officer. What’s her number one goal, you might ask?

‘To establish a singular brand voice and more-consistent brand experience around the world.’

Global brand management is a sizable initiative, no doubt about it, but Sadler is determined. She is conscious that her biggest challenge will be connecting with loyalists and first-time customers in the same way.

To add a little more spice into the equation, there has been a shift in Banana’s buyer style. This ‘new look’ is more corporate and less casual. In other words, customers want the sleek professional look. This also means that Banana can also charge higher prices for clothes incorporated in this line of products.

Mad for Mod: The ‘Don Draper’ Look

Accommodating the new shift in the buyer’s style, Banana Republic has fostered a partnership with AMC’s award winning series, Mad Men. For those of you who may not be familiar with the series, let me provide you with a little background information on why the partnership ‘clicks.’

  • Mad Men, based in the 1960s, tells the tale of the corporate and personal affairs of Don Draper. Draper is the Creative Director and a Partner at Sterling Cooper Draper Pryce ad agency, otherwise known as famous marketing guru and advocator for mass marketing. During a little bit of my Don Draper investigation, I came across this blog post from REAL MEN REAL STYLE that guides men on how to capture both the classic and casual Don Draper look. According to REAL MEN REAL STYLE, “There’s one icon of the Mad Men style that stands above the rest, and it’s Don Draper.
  • Want to view more of Don’s style? Check out the Complete Don Draper Look Book Here, courtesy of GQ.
Image retrieved from collegefasion.net

Image borrowed from collegefasion.net

In this partnership, Banana Republic has been working with Mad Men’s costume designer, Janie Bryant. Together, they have been busy creating Banana’s third line of the “Mad Men” collection and launched an online content hub called “Mad for Mod.”

Only four years ago, Banana Republic was promoting Mad Men style with manikins in its store windows. The new rules of marketing are in full force. Sadler is implementing a re-focus within marketing. Web content is being re-evaluated and Banana is taking a stab at ‘thinking like a publisher.’ This means that Banana is aiming to produce a more content driven website. Sound familiar? According to David Meerman Scott, content drives action. To me, it looks like Banana is headed in the right direction. No news yet on when the third Mad Men line comes out, but I’m keeping my ears and eyes peeled. Also curious to see how Banana will continue to implement the ‘new rules of marketing’, otherwise they could fall into more than one Don Draper trap and go back to the old ways.

Source: Banana Republic’s CMO Talks New ‘Mad Men’ Collection, Unifying the Brand

Dress Like the Mad Men: the Fashion on Don Draper

The Complete Don Draper Look Book

This blog post is a part of a series for Integrated Marketing Communications at Elon University.

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Insta-Menu for the Greater Good

16 Apr

If you are an Instagram user, you and I both know that you have Instragrammed a picture of your food or drinks. The photo you uploaded was probably complemented with hashtags like: #Noms #FoodPorn #Delicious #SoHungry

Wait, why are we taking pictures of our food?…

Hey, I am not trying to single you out. I will be the first one to admit, I have uploaded an “Insta-Menu” picture. If you are not an avid Instragram user and you don’t know what I am talking about, check out my personal example. Yes, I am guilty for Instagramming a picture of Maxi B’s Fresh Strawberry Buttercream cake.

Screenshot on Ashley Bunting's iPhone

Screenshot on Ashley Bunting’s iPhone

According to this FastCompany article, sharing pictures on Instagram can now be for the greater good, thanks to FoodShareFilter. The FoodShareFilter application allows users to take/retrieve photos, edit them, and upload them to Instagram with the #FoodShareFilter hashtag. Every photo that is uploaded to Instagram through this app counts for a monetary donation to Manos Unidas.

Manos Unidas is a Salvadorian charity that works in third world countries to fight hunger and spread hunger awareness in Spanish-speaking populations.

FoodShareFilter application is offered both in English and Spanish. Although this video is in Spanish, I encourage you to still watch it!

Why Use Instagram as the Platform?

DDB Spain is the agency behind the creation of the food filters. Nerea Cierco, the digital creative director at DDB Spain, says that they chose Instagram because they wanted to attract the younger demographic. In thinking about younger online trends, “food porn” was a hot topic. Instagram is also a channel that young people are very comfortable using for photo sharing and communication. You’ve seen it on Facebook and Twitter. ‘Retweet this tweet and Company X will donate $1.00 for every retweet to Charity Y,’ or ‘Share this post and organization X will donate for every time this picture is shared.’

By using FoodShareFilter to upload pictures through Instagram, sharing pictures of your food now has a purpose. By downloading this application for a mere $0.99 and using it as the portal to upload your food pictures, you are making a charitable donation and helping fight hunger.

If we use the FoodShareFilter app, everyone can feel a whole lot less guilty about Instagramming “food porn” and positively contribute to a pressing global issue.

Source: If You’re Going To Instagram Your Food, At Least Help End Hunger In The Process

This blog post is a part of a series of assignments for Integrated Marketing Communications at Elon University.

Out with the Old, and In with the New: Bombarding to Blogging

16 Apr

It was not until I read a little more than half of David Meerman Scott’s book, The New Rules of Marketing and PR, that I fully understood the importance of delivering useful content. The web has totally transformed the ‘rules’ of marketing. Flashy, obnoxious advertising is an interruption and intrusive. The new way is described by providing meaningful content that niche users are actively seeking. This content is valuable and authentic.

“The Internet gives you opportunities you never had before.”

            -David Meerman Scott, pg 17

Reading that quote made me really think about how marketing has changed. How brands now have the opportunity to engage and create dialogue with consumers. Why spend outrageous amounts of mass-media advertising when there is an opportunity to create an online ‘community of passionate fans?’ By the way, the channels to create and engage in these online communities are [usually] free!

Source: PhotoPin

Source: PhotoPin

What are the channels to create this intimacy, you ask? Social networking sites (Facebook, Twitter), blogs, video sharing sites (YouTube), Podcats, and Wikis, just to name a few.

If you ask me, it sounds almost too good to be true. FREE marketing tools are the secret to engaging with consumers, directly interacting with them, and creating brand-loyal, lifetime customers.  Don’t believe me? Believe Brian Halligan, co-founder and CEO of Hubspot, who says that “search engines, blogs, and other Internet trends have fundamentally transformed the way people and business purchase products.”

Scott says that his key marketing tool is his blog. The more I blog, the more I read blogs, the more I believe this to be true. According to a Hubspot slideshare, an estimated 1/3 of US companies use blogs for marketing purposes. This same slideshare tells us that more than 57% of businesses have acquired their customers through company blogs.

With a quick Google search, I discovered some of the best corporate blogs of 2012. The Cleanest Line of Patagonia really caught my eye. Patagonia, a leader in outdoor clothing and gear, has created a blog that allows customers to tell stories about their crazy outdoor adventures around the world with their Patagonia gear. Sharing thrills with other adventure seekers and engaging in dialogue with the Patagonia experts- sounds like a win-win.

Screenshot of The Cleanest Line taken by Ashley Bunting

Screenshot of The Cleanest Line taken by Ashley Bunting

Sharing: More than Toys

Source: PhotoPin

Source: PhotoPin

When we were rugrats, our teachers and parents told us more times than we can count: Share with your friends. Years down the road, this message still applies. This time I am encouraging you and your business to share content on the web. Sharing free online content is truly powerful. Sharing information with your followers and friends is what gets people talking. It is what makes content go viral.

It all sounds great, right? Well, first you have to ensure what you want to be shared is:

  • Sought After and Accessible
  • Valuable and Authentic
  • Free

In Scott’s blog post The art of asking, he encourages organizations to give away their content. You heard me. He is actually suggesting giving away (such as videos, PDFs, and images) for FREE?!?

Here’s why: Don’t worry about the ROI now. The ROI will come in the future. Scott is advocating that we should ask for the fans support, after we have provided them with the content. Scott and Amanda Palmer (guest incorporated in the post) are certain that fan support will build. Marketing specialist Ms. Molly McGinn also supports this reasoning. In a guest lecture, McGinn told our class that in her eyes, sharing online content is like an expression of an identity, or an online “journal entry.”

The take away message here is that companies need to provide meaningful content online because it is important to the customer; they are actually searching for it! In the words of Mr. Scott, the web has forever changed marketing and the ‘new’ rules are all about online discussion provoked by sharing authentic content.

Don Draper would not be happy about this, but Peace Out!, mass media.

Sources:

Hubspot Slideshare

David Meerman Scott’s Blog

The New Rules of Marketing and PR, David Meerman Scott

This blog post is a part of a series of assignments for Integrated Marketing Communications at Elon University.