Social Media Mania

Jones Lang LaSalle is looking to add a few friends to its Facebook page. The real estate giant has launched a social media campaign for 22 of its malls using Facebook and Twitter. Messages on the platforms will send shoppers updates on special promotions, events and sales.

The social media campaign has been rolled out for 13 of Jones Lang LaSalle’s malls, and will be introduced for nine more by the end of the year. It is intended to give consumers a direct line to their local mall and the individual retailers in each, with insider information that might not be otherwise promoted in traditional advertising outlets. (Hello, secret sales!)

For example, retailer Body Central at the Village Mall in Auburn, Ala., recently promoted the fact that it has put up a wall of Auburn-themed merchandise in time for the start of the local football season.

“Back-to-school and holiday 2009 are more critical than they’ve ever been for the retail industry,” saysGreg Maloney, president and CEO of Jones Lang LaSalle Retail. “We know that by engaging with our shoppers, members of the community and even retailers at our own centers, we will be able to increase traffic and give a boost to the entire retail sector.”

The social media campaign was developed by Dallas-based The Dealey Group, which also coordinated Jones Lang LaSalle’s 2008 “Black Friday” campaign. Last year’s effort asked shoppers to text a keyword when they arrived at the mall to receive updates on holiday deals directly on their phones.

Let the tweeting begin!

--Alex Palmer

Rising to the Challenge

It’s always refreshing to see which retailers, when push comes to shove, rise to the challenge. The national economy is still stiff, and the retail landscape is, for the most past, still static. There's just not an awful lot to celebrate about, but there are several retailers not playing possum--they have taken the bull by the horns, and each has come up with a unique way to lure shoppers back into their stores.
 
Banana Republic has partnered with the successful and award-wining (everyone loves a winner) series “Mad Men.” A series noted for its effect on the revivalist movement in men’s suits. Think Thom Browne, only the clothing actually fits. The windows feature smart and sexy suits that looked good in ’61, and great in ’09, conveying the message that style is timeless (whereas fashion gets dated). Besides, who wouldn’t want to look like John Hamm? Not only can you pick up a whole suit for a song, but you can enter Banana Republic’s contest for a walk-on role in the show. Acting ability not required--okay, you might need to pick up smoking, but you’ll look great! P.S. the suits come with white pocket squares ala Don Draper. For real fun, take a fantasy trip with a not to be missed avatar on this site, where you can dress yourself virtually, and even place yourself in the glamorous world of Sterling Enterprises instead of your cruddy job. You can save it as your desktop wallpaper!
 

Nordstrom abandoned their classical pianists long ago amidst cries of foul play, but Diesel, which like many teen retailers is known for its loud piped in music and indie playlist, has converted their toney Fifth Avenue front windows into a tricked out DJ booth worthy of a hole in the wall night club in the East Village. Live guest DJs cater to the crowds outside and inside the store, “interactivity” being the watchword for Diesel. That in and of itself is clever, but Diesel has invited a slew of relatively unknown, but emerging bands to play live in the store--it’s just like YouTube, but live. Getting a gig and finding a venue for bands in NYC is nearly impossible, but Diesel has welcomed the fold, and cult-like fans are charging up a storm in the store in appreciation just to have the opportunity to see their favorite bands--like Zoe Kravitz and her band Elevator Fight; Anti Pop Consortium; Hundred in the Hands and Throne of the Blood--for FREE. (Even the band names sound loud, I sound like my father!). It’s a total win-win for all. FYI: Diesel does not sell denim covered earplugs for those of us who are over 35. 

 
Okay, Daffy’s, which is a mostly NY retailer famous for its great discounted designer duds, captured the interest of all the major networks and print media with its ingenious marketing campaign. Last week when the housing market reports came out and showed that real estate remains as flat as a polyester T-shirt, Daffy’s tied into the depressing economic news. It may seem counter intuitive, but wait, like its discounted clothing, Daffy’s is offering a designer apartment in one of New York’s trendiest neighborhoods. It's a fully furnished 2 bedroom, 2 bath, with floor-to-ceiling windows in an architectural landmark for just $700 a month, and the lease is good for a year. The apartment usually rents for $7,000 a month (unfurnished). Mind you, a studio apartment in a lousy section of the Bronx rents for $1,500 a month easy. No purchase is required, all you need to do is go into the store at selected times and fill out an online video essay (30 second minimum) on why you deserve the apartment. The lucky winner will not only have the grooviest apartment in New York City, but celebrity neighbors. I would be happy to lend Gwyneth Paltrow Coldplay a cup of sugar.
 
Ricky’s, the trashy trampy cosmetics store, has the most implausible, albeit attention-grabbing, gimmick going. They have a live drag queen in the window walking on a treadmill all day in high heels (like obscene stiletto heels) with the wry equal rights comment, “Help! I have a blister. Ricky’s endorses men in heels.” Okay, I didn’t buy any Band-Aids, let alone Ricky’s “Help! I Have A Blister Kit,” but I did stop…

--Ron Knoth, Guest Blogger

 

The New "Tide" of Marketing

Retailers (the smart ones anyhow) are trying their hardest to emphasize value in order to attract weary shoppers in today’s tough economy. Playing off this idea, women’s apparel retailer The Limited has joined forces with CPG-giant Procter & Gamble to launch a new marketing campaign. Clothing and laundry detergent go hand in hand, but bringing that connection to the in-store environment has added a new twist.

As of this week, P&G’s detergent brands Tide and Downy are partnering with The Limited to promote their new Total Care products, which put the emphasis on “clothing maintenance” and “fashion care.” Many of The Limited’s clothing items are machine washable (goodbye dry cleaning bill!), including their business suits, and the partnership aims to communicate the message that "washable is fashionable."

The $60 million dollar marketing campaign to introduce the latest line of Fashion Care Products also is based on research that has indicated a strong overlap between Tide and Downy's consumers and The Limited's clientele, according to a press release from the companies. The partnership will take place in more than 200 Limited stores across the country, with in-store elements ranging from hang tags and a gift with purchase to tissue stickers and customized signage. The partnership will also extend online to TheLimited.com and TryTotalCare.com Web sites, offering product information and an online gift with purchase. How cross-promotional is that?!

While this certainly isn’t the first time a retailer has teamed up with a CPG company, it’s an interesting take on how a company struggling in the current economic climate has branched out and stretched their creative thinking in order to survive. With a campaign that’s one part fashion, one part money saving, I think The Limited is moving in the right direction to reclaim success.

What about you? Have any stories about interesting promotions and campaigns aimed at today’s cash-strapped consumer? Share it here with the Diva.

--Jessie Bove

Retail Reaches Out to the President-Elect

Retail marketing is always fun to watch. You just never know what type of excitement (or horror!) the next ad campaign will bring. And it's especially exciting to see retailers get involved in world events. But, even so, it was a pretty big surprise when after the recent elections, a few retailers created ads geared at President-elect Barack Obama.

In a recent article by BrandWeek, Al Ries, chairman of Roswell, Ga.-based Ries & Ries, noted that it's highly atypical for retailers to get involved in political campaigns.

He went on to say, "This to me is very surprising. I've been around for a while and I can't remember when Bill Clinton or Jimmy Carter or John F. Kennedy or Dwight D. Eisenhower have had an avalanche of ads telling them what to do."

Telling them what to do? Yep, that's right. Retailers are getting bold, putting in their requests to the upcoming president.

And who would have thought Pedigree dog food could be so bold?

The advertisement read like a letter, encouraging President-elect Obama to make good on his promise to allow his daughters to get a puppy for the White House. The ad ran in USA Today and featured a small, adorable dog (that any girl could love!) with a letter stating, "We'd love to help you fulfill your first campaign promise."

Now seriously. That is adorable. I'm not a huge fan of cheesy ad campaigns, but Pedigree really outdid themselves on this one.

After the advertisement came out, bloggers began covering it and publications started reporting on its messaging. The ad popped up on ad of the month sites as well. Not a bad way to get some additional attention, Pedigree.

New York-based Kenneth Cole followed suit with a billboard, "A precedent we can be proud of." Bold, absolutely? Does it work? It got my attention, along with many others in the media.

While it is surprising to see retailers getting so blatantly involved in the current political climate, it also seems to be a good way to garner more media attention.

Both advertisers received many blog posts throughout the web and coverage by outside media of all sorts, not to mention connecting with customers in a different way.

Do you know any other retailers who got in on the action? Think Pedigree's ad was adorable or shameless? Leave your comments here!

 -Heather Strang

Las Vegas Style In A Mall?

The one thing I don't like about Las Vegas (and there is only one thing) is all of the bright, flashing digital displays. You can't take two steps without being bombarded with a digital billboard telling you about the hottest new tiger show in town. So, when I go to the mall, the last thing I want in my face is shiny digital media.

Apparently, I'm in the minority on this one.

Westfield, one of the Europe's largest shopping malls, is oozing digital media from every pore, with more than 100 retailer advertising screens, and one as large as 646-sq.-ft.

According to a recent article in the New York Times, Westfield London is one of the first shopping centers to offer such a huge amount of digital media, a la Vegas style. Yet, these digital billboards are more fancy schmancy than traditional digital media. They are encased in sleek pods made of Corian. Insert "ooohs and ahhhs" here. 

Retailers such as Tiffany & Co. think it's a smashing idea, and have signed up to have their digital images flying all over the shopping mall.

Call me old-fashioned, but what about good ole' static billboards? You know something like Giorgio Armani's billboard with David Beckham in Emporio Armani underwear? Now, that would appeal to just about anyone. There are no neon lights or moving images and yet, it's a very effective billboard. In fact, you can walk/drive/jog by it and not get hit with a case of vertigo.

Malls are pretty busy places as it is, and adding digital media seems like a bit too much. The New York Times article reports that digital media companies are trying to lure luxury retailers into digital billboards with the slant that digital is a more upscale advertising option. Clive Punter, CEO of CBS Outdoor International, said that spending on digital outdoor ads has risen "at an annual rate of 40 percent in Britain." Not bad, eh?

There are some definite benefits to digital media, such as advertisers' ability to rotate a multitude of ads to maximize profits. And if retailers want to change up their advertising messages, they can have different ads show at different times of the day to meet particular demographics. As a consumer, though, I find them slightly overdone and intrusive.

Give it to me straight people, is digital media the next big thing in retailer advertising? Do we really want to bring Vegas to our local shopping malls? Europe has and they are kind of smart...Weigh in with your thoughts here.

 --Heather Strang

Dunkin' Donuts Beats Up on Starbucks

Back in the day Starbucks was the cool kid on the block. They were local, small and all about quality. Then, they got a little big for their britches, garnering some serious snubbing from hipsters (for their corporate atmosphere) and outright blatant attacks by competitors, like Dunkin' Donuts.

While it may surprise you, as it did me, that these two vaguely similar companies are competitors, Dunkin' Donuts is taking things very seriously.

In a recently launched ad campaign, Dunkin' Donuts asserts that in a nationwide taste test, 54.2 percent of participants preferred Dunkin Donuts coffee, while only 39.3 percent preferred Starbucks. The company's Starbucks-bashing appears in a national television spot where the blind taste test is re-enacted. Guess who consumers choose? Hint: It wasn't Starbucks.

And it's live on the web with the DunkinBeatStarbucks.com site, featuring the hilarious, "Friends Don't Let Friends Drink Starbucks" tagline. You know, that is kind of catchy.

The site is exceptionally well-done, and in this blogger's opinion, could sway almost any Starbucks lover over to the Dunkin' Donuts side. Dunkin' is so fanatical in their Starbucks hatred that they even label their campaign the "truth," as in "Spread the Truth" and "Learn the Truth." Whoa, Dunkin--now who's too big for their britches?

To be honest, I have never had Dunkin' Donuts coffee (there are zero locations in Portland, Ore., although there are two Starbucks on every corner). But, that is not the point. What is, you might wonder? Well, while I don't actually know if Dunkin' Donuts coffee is truly better than Starbucks, their campaign is funny, interesting and stops you dead in your tracks.

Who dares to nay say the king of coffee? Apparently, Dunkin' Donuts. And that alone is worth paying attention to.

But do retailers really want to make a habit of bashing one another for shock value and attention? It's not exactly a good idea in terms of retail karma.

What are your thoughts--is Dunkin' Donuts coffee really better than Starbucks? Leave your vote here. On the marketing end of things, is Dunkin' shooting themselves in the foot or is this a smart campaign? Tell us your thoughts!

--Heather Strang

Blame It On the Economy...Everyone Else Is

The poor U.S. economy just can't catch a break these days. It's been blamed for everything from corruption in corporate America (AIG, anyone?) to keeping Americans at home watching "Mad Men." And now, the economy is being blamed for an increase in coupon use.

Wakefield, Mass.-based Prospectiv recently polled 1,386 shoppers, finding that 72 percent of consumers are using more coupons than ever before. The study also uncovered the following:

-81 percent of shoppers use coupons for groceries.
-80 percent would be likely to increase coupon use if they were more accurately tailored to their interests, and delivered online.
-87 percent would be more likely to shop at a retailer that offered coupons.
-47 percent found print and online coupons equally convenient, with 9 percent preferring online coupons.

While this information is all fine and good, it has to be taken into context with the current upheaval over the U.S. economy. The study cites that the economy is behind this recent surge in coupon usage. And truth be told, once things quiet down--like they always do--consumers will be back to viewing coupons as a value statement. When the economy is going great, people spend more and worry about saving less. When there is mass hysteria about the economy, people tighten up and start clinging to coupons as though they might save them from financial ruin.

Another interesting result from this survey was that consumers found print and online coupons to be equally convenient. Frankly, I would prefer to receive my coupons in the mail--no ink waste, no printer drama, no hassle. They're printed and ready to go. With our technology-crazed society, online coupons might be more convenient to receive, but they are a much bigger pain to use. I can't tell you how many great coupons I've received from Barnes & Noble that I inevitably deleted from my e-mail inbox, simply because I never got around to printing the darn things out.

When we boil it all down, what is this survey really telling us? It seems like it's another indication that retail must be willing to fluctuate with the times. There isn't some magical formula to being a raging retail success beyond paying attention to customer needs. If consumers feel safer with coupons right now, then coupons they shall receive. And trust that when things start booming again, there will be little need.

What are your thoughts on the increase in coupon use--is it really the economies fault, and are retailers right in responding to the demand? Leave your thoughts here!

--Heather Strang

The Future of the Green Movement: Naked PR

I'm a huge fan of the green movement. And frankly, these days--who isn't? It just makes sense to take care of the Earth and be respectful of the resources we use. I also don't see a whole lot wrong with being naked. But combining the two? I never saw that coming. Especially not in retail land. But, I suppose stranger things have happened.

British Columbia, Canada-based Lush Fresh Handmade Cosmetics decided to take their disdain for packaging to a whole new level when they paid six Seattle women to wear nothing but aprons to hand out literature (on the street no less!) to promote their use of non-packaged soaps and cosmetics. Excessive packaging is not necessary. Lush, you have my full agreement there. Nothing on but an apron in the middle of Seattle? That seems like a little much.

Or not. I suppose it depends on who you're asking. What it did do was generate a media storm. Television crews, radio stations, bloggers and everyday folks swarmed the location to check out the almost-completely naked public relations representatives. Camera phones along with video and digital cameras were brought out in full force. Fortunately, the ladies aprons were imprinted with the Lush logo, so product placement wasn't completely lost.

In the world of advertising, envelopes often get pushed. I wonder--is this one of them?

Apparently, someone thought so, as the local police were called to investigate the "indecent exposure" taking place at Lush Cosmetics. Some people just like to spoil things, don't they?

To be totally serious, the almost-naked campaign to promote naked packaging is rather cute. It garners a lot of attention and makes people giggle. It most likely made quite the impression on those exposed to the Lush brand for the first time. It also makes one think about how unnecessary extraneous packaging really is. Or whether an apron is enough packaging...

It will be interesting to see how environmentally-friendly advertising campaigns expand as they become more of the mainstream and less on the fringe. It seems like a shame that we would try to embed sex into such a wholesome way of living, but at the same time, it's hardly surprising.

What do you think about sex entering the realm of eco-friendly promotions and advertising? Does retail really need to jump on this bandwagon (or get it started, for that matter)? Tell us your thoughts here!

--Heather Strang

Photo by: Joshua Trujillo/Seattle-Post Intelligencer
  

Women Like Ultra-Thin Models?!

Sometimes we, as human beings, have a penchant for things that are bad for us. Twinkies, wicker furniture and advertisements of ultra-thin women all come to mind. A recent study by Villanova University and the College of New Jersey found that while women actually feel worse about themselves when viewing advertising featuring stick thin models, they are still apt to purchase items from that particular retailer.

Wait--isn't that like some form of self-induced flogging? C'mon ladies!

In the study, college-age women were found to turn down a snack pack of Oreo cookies (it's only 100 calories for god's sake!) or opt for a reduced fat version when exposed to advertising of super thin models. To add insult to injury--as if this study wasn't bad enough--women reported increased negativity about their own sexual attractiveness, weight and overall physicality after seeing thin models.

Jeremy Kees, a business professor at Villanova had this quote to share: "The really interesting result we're seeing across multiple studies is that these thin models make women feel bad, but they like it. They have higher evaluation of the brands. With the more regular-size models, they don't feel bad. Their body image doesn't change. But in terms of evaluations of the brands, those are actually lower."

Personally, I don't think Jeremy knows what he's talking about, but it's worth exploring. Why would something that makes us feel bad also motivate us to buy? We may need a panel of psychologists to figure this one out. Ultimately, though it puts retailers in a position where they can't win.

So, when you grab a couple of anorexic models and put them in your advertising, you're an irresponsible retailer promoting an unhealthy lifestyle and contributing to the degradation of women. But, if you put regular size gals in your ads, women may just continue to buy from your morally inept competitor.

What's a retailer to do?

Well, a retailer should follow their conscience. Take after France perhaps, who earlier in the year banned the use of any ultra-thin models in ads, as did Spain. London-based Unilever refuses to use size-zero models for advertising for any of their brands. A spokesman from Unilever made the following incredibly intelligent comment, "Unilever is confident in the effectiveness of its advertising. We believe women have the right to feel comfortable with their bodies and not suffer from lack of self-esteem brought on by images of excessive slimness." (Amen, spokesman from Unilever!)

And while this study brings up some interesting points, it should also be noted that Dove's Campaign for Real Beauty has reached more than 1 million young girls and is on track to reach more than 5 million by 2010. They are single-handedly teaching girls how to feel good about themselves, no matter their size.

Women are simply so used to the media's constant degradation of their bodies that they've taken it on as their own. If retailers can begin to honor and respect women's bodies and show it in their advertising, women will slowly regain their self-confidence; eat a whole carton of Oreo's and buy from a healthy body-image retailer.

Who's with me?!

What do you think about this study--bogus? Or a fascinating psychology experiment that shows just how influential advertising can be? Share your thoughts here!

--Heather Strang

 

Is it 70 Percent or 40? You Decide!

Imagine this: I need to buy a birthday gift for my 7-year-old niece. I'm standing in the aisle of a prominent retailer trying to decide on just what to get for this gift-hungry little girl (she's an only child, but that's a whole other story). I know I want the gift to have a positive message and not be simply another toy that will get tossed aside after a few minutes of play. But, that's about it.

Now, if you ask most retail marketers they would say I'm part of the 70 percent of consumers who make purchasing decisions on-site, at the actual store. But, if you were affiliated with New York-based OgilvyAction, you'd quote their recent study that uncovered that I was part of only the 39.4 percent of shoppers who make their decisions in-store.

That's a 30 percent discrepancy between the quoted industry standard and OgilvyAction's study. The company also found that 10 percent of consumers change their minds while at the store (I originally thought I was going to get the niece an educational CD), and 29 percent make a purchase from a section they didn't intend to buy from. A whopping 20 percent will leave a product they originally intended to purchase on the shelf. Overall, the study revealed that 72.4 percent of consumers will make only one out of four purchase decisions in the store.

If you're a retailer, all of this number crunching can seem a little confusing. Who can you really believe? According to an article on Adage.com, the oft-quoted 70 percent stems from a 1995 study by New York-based Meyers Research Center.

Peter Hoyt, executive director of the In-Store Marketing Institute, had this to say: "That 70 percent figure we've all heard over the years always sounded a little high, and we all know it's a little high. Some think it's a lot high. I think what the Ogilvy study does effectively is help decompose [the data]. I think it's closer to what we can accept as statistics having some validity. ... But it's not that 70 percent of every shopping cart is made up of something people didn't [originally] intend to buy. That's just not real."

And I have to agree--70 percent is a lot of impulse buying, while 40 percent sounds like a far more probable and reasonable number. But, what does this new data really mean for retailers today? Surprisingly, not too much. The main focus still needs to be on what forms of advertising most affect consumer purchasing decisions.

Do in-store displays have a greater impact than, say, price (the study confirms that this is true)? Does a solid e-mail marketing campaign generate more purchases in-store, or does magazine advertising? With the rise of the Internet and the variety of advertising outlets available today, it's improbable that consumers would only be consistently influenced to buy via in-store efforts. But, retailers can keep an eagle eye on their marketing expenses to narrow down what tactics seem to have the best results. According to the Adage.com article, that's exactly what some major retailers are doing to get more clarity on their marketing strategies.

Using the OgilvyAction study as a guide, retailers can take heart that in-store product displays do make a difference. That's how I finally settled on a Leapfrog Learning Game System for my niece's birthday present.

Do you agree with the standard 70 percent or think that OgilvyAction is more on target with their recent findings that nearly 40 percent of consumers make purchasing decisions in-store? Leave your comments here!

--Heather Strang