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Author Archives: Caroline Smart
Abercrombie No…..
Hating on Fat People?
Well this is a new one….
Back in a 2006 interview, CEO Mike Jeffries stated how their primary marketing is to “hot” people.
“It’s almost everything. That’s why we hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don’t market to anyone other than that”- Mike Jeffries
Wow… Thats a statement, and a serious one at that. Now, most people can say they have strolled in or past one of these over perfume smelling, dark, music blaring room. Also, many of us can say we have shopped here too. Back in middle school, the cool thing to do was to wear an Abercrombie jean skirt and collar shirt with the little moose on it (had to have this).
Bad Marketing?
What is going to come from all this for their sales and marketing? It could really go either way. It is so fascinating to me that a CEO would make such a bold statement about excluding a very large demographic in the US. It is clear in their sizes, but it say it makes it that much worse.
Looking at their Ads…
Its clear they look for a certain “type”. Smokin’ body and ridiculously good looking. Pretty hard to find many of these people around, but Abercrombie seems to think they got them all. I wonder if they are seeing back lash since may time people of all sizes are of course friends and who wants to be associated with a brand who openly hates on a group of people because of their size.
Reality… not everyone is going to fit in their sizes, and now people probably don’t want to. Also, have you looked at the CEO? Does he fit with the brand? Just a thought to think about too….
Vote Your School!
Target’s New DirectionThis new commercial for some reason I can’t stop thinking about, and how I felt when I got my acceptance letter to Elon University. It was a rush of excitement and a “Wow I can’t believe I did it feeling”…Watching it again, it g… Continue Reading
Snap it!
Welcome to the VISUAL ERAClick, save, view, instagram, post, like. Isn’t that how we all work on our social media these days? We all LOVE to take pictures, and alot of them. Not only do we want to take them for ourselves, but we want to edit them, look… Continue Reading
Reaching Out to the Little Ones
New HeightsThroughout our marketing classes, we always discuss our “target segments” or “demographics”. It seems so simple and the common age groups of 18-24 females with disposable incomes come to mind first. But don’t you ever wonder how to reach a d… Continue Reading
Scott’s Ways on Marketing
The drive, and power of content is forever changing.
Traditional marketing:
“Prior to the web, organizations had only two significant choices to attract attention:
Buy expensive advertising or get third party ink from media” (Scott)
Oooo how times have changed, we as consumers have been bombarded and interrupted in our lives by these massive campaigns and overloaded material. The old rules of marketing are becoming less and less present in the up and coming marketing world.
One of the major changes in the ways from traditional marketing is the explosion of the web. This is a clear way for organizations to be present and engaging with buyers on all platforms. The traditional marketing tactics of newspapers, magazines radio, television etc, are going out the window. It’s just too hard for niche, services and specialized nonprofits to be able to get the return of investment from these methods.
How many people feel they tune out whenever another ad comes on? This is part of the cause that traditional marketing that commercial messages are lost.
“PEOPLE JUST DON’T TRUST ADVERTISING” (Scott)
This is why the old rules of marketing are leaving the industry. There’s got to be something new…
As David Meerman Scott says, “marketing is more than just advertising”. This is a huge observation that all new marketers need to be aware and act upon. Another huge point of the new rules that differs from previous ideas is that fact that people want participation, not propaganda. This is one of the biggest ones that drives new marketing campaigns.
Participation is the main new stream of interaction between brands and consumers. This is clearly shown in the new Toyota campaign called “Positive Movement”.
This campaign is built off the idea of video sharing and story telling. This idea came from the fashion blogger, Caroline Burke, who specializes in fashion, art and beauty. Her passion of collecting and donating clothes infiltrates with Toyota and being able to drive around in the zero-emission all electronic Prius. This campaign is clearly demonstrating the ideas of new rules of marketing. It is clear that brands need to engage on different platforms. People are able to participate in this campaign and pay it forward in their own way.
This creates one of the key parts of branding: Loyalty.
In David Meerman Scott’s blog (link), he has a blog post about content marketing and video showcase expertise. This video expertise is linked to the previous example of Toyota and their video campaign of paying it forward and incorporating bloggers. The cost of video can be small, but the impact can be LARGE. He speaks about an inspired woman who becomes a dog trainer based off her own website and videos showing her talent. Through this participation she is able to visually explain her talent and what she can provide to her customers.
The idea of content marketing is exploding across the Internet and in different venues. There is a clear connection and similarity between the ideas of creating a viral video campaign to Toyota. The idea of making content marketing and essential part of the campaign is necessary. People need to be able to access, share and think about the brand. Without the connection, people won’t be able to make the brand loyalty. I think the most important change and drive of new marketing is the new rule of participation. Without this, the brand isn’t able grow and prosper in the future.
Ethical Shopping?
Are We All Ethical ALL THE TIME?When I hear the word shopping, the first thing that pops into my head is rarely “ethical”. However, this is not the case for all.. as our world and population grows so do the terrible and misfortune around us. After much… Continue Reading
Big Dreams
One Little Dream Can Go BIG: ABAN
Wow, what a moving idea to go abroad for a semester to Ghana and come back with a business model and win the Carolina Challenge for $16,000 to create a non-profit organization. The mission of ABAN organization is quite simple:
“A holistic approach to empower women and preserve the environment in Ghana”
Why can’t we all think of a plan, a mission, a statement, like that? After watching the ABAN youtube clip and hearing Callie Brauel speak, it is clear to me WHY she decided to make the life altering and decisions she and the two others founders did. ABAN is an organization that provides these street women and their babies with a two-year program to heal their body through improved health, development of mind through education and nurturing of spirit through support networks. These women not only are provided with the skills for a successful lifestyle, but they also take responsibility for their own growth and value. They do so by participating in ACE, Aban Community and Employment, a business that up-cycles plastic litter into colorful bags and accessories.
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| Photo Source: ABAN media kit_March 2012.pdf |
The Story of it all…
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| Photo Source: http://blog.adgiants.com/2012/05/29/brand-story/ |
Thinking about the presentation of Holly Stewart and how this ties into ABAN’s mission and their vision there was one piece that stuck to me like glue. Holly spoke about the “story” of the brand.
She quoted the phrase “ timelessness and timeliness”
This spoke loud and clear to me and especially in light of ABAN. ABAN is a holistic view and a strategy to help women that could be empowered and expand across the globe. The speaker from ABAN spoke about their 6 month, year, 5 year, and onward plans of action. One of their plans is for their two-year program to grow larger into different parts of the country and throughout Africa. This is so inspirational. This is their story and how timelessness this business model and idea of helping women in these serious and devastating situations truly is. The timeliness factor of that quote and of the story of ABAN is right now. It has never been more apparent. Today, our generation is more than anything aware of the global concerns. Things may not be in our backyard or around the corner, but we are more aware than we have ever been before. ABAN’s mission shows this need for us to act and help the dire situation at hand.
When I think of the story of ABAN and the growth the organization has experience it is exhilarating. A group of students had a passion and saw a need and reacted. This change is now a program that wants to end the cycle of poverty and empower women to restore their lives, the communities they are a part of, and the environment we all live in. The story of this organization has grown as they became recognized as a non-profit organization in January 2011 and that next fall were able to exceed $35,000 in sales of their products. The way the organization has grown to incorporate ACE, Aban Community Employment Program, which creates the up-cycling littered plastic bags into handmade products is exceptional. ABAN is looking to continue to grow and in seek of new ways to do this. After Holly Stewart’s presentation, I began to think more about non-profits and where they are headed…
A Business and Non-profit Fighting For One Cause?
Think about how many times you see donate a $1 for a foundation at a check out line, or round up at the cash register for a cause. It happens all the time. This is a new era we are in. Look around you, the pink ribbon on yogurt, (RED) on Dell computers, American Heart Association with cereal, the list is never ending. Why is this??
The trend to link between businesses and a cause is sky-rocketing. Looking at the good purpose study by Edelman, there are clear messages as to why this is happening.
“When quality and price are the same, Social Purpose is the most important”
Wow, that is a change statement from where the economy was back in 2010 with a change of 100% in Japan, 79% in China, and more. The public has become more critical and involved with brands and social causes than ever before. The new age of technology and constantly being connected has led people to pursue their social causes in new outlets like retail, food, activities and more. This is the idea of cause marketing and how important it has truly become.
What’s the Next BIG Thing?
This is an example of a cause campaign that may seem far-fetched but just shows where the world of non-profits and cause marketing is headed. In 2012, SPCA in New Zealand and MINI decided to pair up to help and teach rescue dogs how to drive cars.
This is a clear example of how marketing trends is shaping into any way for companies to be new and extreme. This campaign to drive dog adoptions was to show as stated in the article, “RESCUE DOGS TAKE TO THE WHEEL TO DRIVE ADOPTIONS”
Source: Rescue Dogs Take to the Wheel to Drive Adoptions
“Driving a car actively demonstrates to potential rescue dog adopters that you can teach an old dog new tricks. The dogs have achieved amazing things in eight short weeks of training, which really shows with the right environment just how much potential all dogs from the SPCA have as family pets,” says Christine Kalin, SPCA Auckland CEO
MINI has paired up with SPCA in the past and this new innovative way just shows how the pairing between businesses and non-profits is that much common. Did it work? I think as crazy and different as this is, this is a new and exciting way to show dogs in a different light. This also could of benefited MINI in New Zealand and there help to the local community of Auckland and the future of their presence in the community. The Driving Dogs campaign was successful and aired on Good Morning America as well as other forms of media like exploding across YouTube and other forms of Internet. This communication opened the doors for SPCA to enrich their organization’s presence and also show MINI is a positive light.
A Little Bit of Emotions
What Speaks to Your Heart?Everyone has that brand. Thats organization. Everyone has that “WOW” that makes them want to be dedicated, want to be involved, and want to advocate for. Emotional branding is a critical part of todays new marketing world… Continue Reading
Connect the Dots 2013-02-14 19:27:00
Social Media CrazyThis week after engaging the articles, it is clear that the marketing world has changed and fast. The world is ever indulging in new activities, and consumers one the ones leading the way. Throughout the past decades the idea of “spra… Continue Reading
About…
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| One of my favorite places on Earth-Capri, Italy Photo Taken: Study Abroad Trip 2011 |
About Me
Hello All!
My name is Caroline Smart and I am a senior at Elon University majoring in marketing with a minor in statistics and sales. I am thrilled to be starting my first blog and write about my interest in integrating marketing communication and the ever-involving industry it encompasses. After taking my first marketing class my junior year, I became hooked. I was fascinated by the immense about of possibility and how the industry is constantly changing.
I am taking this class because of the new interests it can spark and the new opportunities I can learn about. No other class for me has created an urge to be present, participate, and search out new ideas on my own. IMC excites me because of the different levels that work simultaneously together to create a brand experience that is unique to each customer. After seeing in action these different modes and how the core message or mission of the brand can be distinguished, I knew this is the field I wanted to pursue.
For me, marketing is a place to show one’s drive, and spark that each of us has and make changes we want to see.