Commercials that stick, but what are they remembered for?

This commercial for Geico Insurance aired about three years ago.  I barely remember it or the message behind it.  After carefully watching it, again,  I know it is trying to tell people: you don’t need to go to great lengths to save money and calling Geico is an easy way to save money. As an intelligent person I can understand that, but all I think about is the tiny guinea pigs.

“row” “row”

This funny little mantra has become an office cheer in the sales department.  When things are tough, you just need to grab your oar and row.  We make a little megaphone with our hands and just say “row”. Walking up and down the  cubes, saying “row”, it makes us laugh and we enjoy it.

Summary: I am always a fan of the use of animals in commercials, and clever commentary helps it stick in my mind.  I will parrot key phrases keeping your message alive, but is that the message “they” want me to parrot? As we start another week, let’s all just “row” and make it a good one.

You Tube: the place to find the next everything?

I have been doing research for this post for a few weeks now because I really want to understand what is happening. First let’s begin with what Wikipedia says about You Tube:

From Wikipedia, the free encyclopedia

Most of the content on YouTube has been uploaded by individuals, but media corporations including CBS, the BBCVevo,Hulu, and other organizations offer some of their material via YouTube, as part of the YouTube partnership program.[5]Unregistered users can watch videos, and registered users can upload an unlimited number of videos. Videos considered to contain potentially offensive content are available only to registered users affirming themselves to be at least 18 years old. YouTube, LLC was bought by Google for US$1.65 billion in November 2006 and now operates as a Googlesubsidiary.[6]

Now up until recently I have thought of You Tube as a visual library for stuff.  Cute animal videos, music videos, clips of old tv shows.  Then I read an article on Retail Wire talking about how Khol’s is using You Tube and “You Tube Stars” to launch its new juniors line.  I have attached a link to the full article below.  I have also included a small portion of the article to give you an idea of what they are thinking.

http://www.retailwire.com/discussion/17785/kohls-turns-to-youtube-to-launch-juniors-line

Kohl’s turns to YouTube to launch junior’s line

SEPTEMBER 18, 2014

Asserting that TV is no longer effectively reaching teenage girls, Kohl’s is using a YouTube mini-series featuring top teen influencers to launch its new limited-edition juniors line.

The first part of the S.o. R.a.d. junior’s line will launch at Kohl’s on Sept. 22, three days after “Life’s S.o. R.a.d.,” the multi-part original scripted series, debuts on AwesomenessTV, a unit of DreamWorks Animation.

The initial series stars YouTube personalities Amanda Steele and Lia Marie Johnson in an imaginative depiction of their involvement in the S.o. R.a.d. brand’s creation. Ms. Steele, 15, has racked up 100 million views across her videos on YouTube while Ms. Johnson’s videos have been viewed 64 million times. Many of the videos deal with fashion and style as well as teenage life.

While meeting with my marketing focus group, I was informed that Amanda Steele was indeed, one of the “trusted names” on You Tube. I compiled a long list of “You Tube Stars” and have spent the past couple weeks following them, watching them and trying to connect with their message.  Some I will admit were not my taste but I could see why kids liked them, like how the Telletubbies were fascinating to babies. “There was just something about them”.    There were some, however, that I found completely pointless or disturbing in some cases.  These “You Tube Stars” are clearly popular, as seen by their millions of views, likes and subscribers.  But they were NOT talking to me, as much as I would like everything to be geared towards me, I understand those  are for teens/tweens/college aged kids.

Through my research,  I did find one “You Tube Star” that I enjoyed, @Grav3yardgirl.   I have followed her the most and like what she is doing.  She has many different types of videos, v-logs (short hand for video blog). She has a series called ” Does this thing really work” where she goes out and purchases popular products, things you see advertised on TV or see in the store and tests it on camera.  It’s brilliant!  She is completely open, honest and up front about her knowledge or lack there of and shows you how “this things works-OR not”.  There has been a lot of Social Media buzz about a new mascara/long lash maker going around.  @Younique, claims their system makes you have longer more natural looking lashes.  Well @grav3yardgirl tested it, I watched every second because I was already interested and intrigued about the product.  Her video was very helpful in me  making my decision about would I buy and try this product. She helped me make up my mind-critical for potential buyers on the fence.  She was the push I needed.

Check out the video for yourself.  The video I have attached about the Younique video has over 4 million views.

BINGO-light bulb! That is what made it work for me. It was completely organic, she bought the item, tried the item and gave her personal review-all on camera. With her popularity companies and people are sending her items in the mail and she doesn’t have to purchase them, but she makes those claims clear as well.

She does a lot of different types of videos. She does videos called Hauls, where she goes shopping and shows everyone what she bought. I have seen video hauls for Sephora, Forever 21 and Ulta.  She loves make up, alligators, sweet tea, cammo patterns and pirates.  The other thing she does is thrift store hauls and shows how you can get great stuff cheap and how you can make your own style.  I like the message to young girls about shopping smart, finding your own style and trying new things. She is followed on You Tube, Facebook, Instagram, and tumbler by millions.

What I really love about this discovery is the easy and organic nature that @Grav3yardgirl has created.  I think the challenge for companies like Khols, who want to talk to young consumers in this way run the risk of it being forced.  Young consumers are very sensitive to the “pressure of advertising” more than older consumers.  I will be watching the Khol’s experiment to see if they can turn likes into sales.  That is the biggest hurdle for all major brands. They see the likes, the shares and the follows BUT does it come full circle into sales for them.  I am very interested in this right now and will most likely be sharing more on the topic so hopefully I will have some updates.  In the meantime, go check out @Grav3yardgirl or find your own “You Tube Star” and let me know who you found.

Have a great weekend!

Style and Technology- A perfect partnership

There were so many interesting and inspiring moments that came from Mercedes Benz New York Fashion Week.  Last time I shared with you the awesome branding from Diet Coke and today I want to tell you about Fashion meets Technology from Vivienne Tam’s fashion show. Vivienne uses such wonderful color and texture with her collection.  Her work is an art, it’s collectible as much as it is wearable.  It is difficult to see but the photo of me with Vivienne, I am wearing a beaded tank she made over 15 years ago. I loved it the day I bought it and still love it, its timeless.  A designer with such style and class could just stay in her own world but she has recognized that she can extend her brand. She can add beauty to the everyday and technology.

I am BEYOND excited for what she revealed at the New York Fashion Show, her partnership with Zeuse’. This cutting edge company has partnered with Vivienne Tam to create a purse that will charge your phone.  Let me say that again… a purse that WILL CHARGE YOUR CELL PHONE.  You don’t have to plug it in, the Zeuse’ technology is in the bag.  This is GENIUS..Fashion meets function.  One of the problems every girl faces today is battery life, where’s a plug, do you have a charger, I can’t talk my phone is dying….Problem solved.  Vivienne Tam has designed these gorgeous bags you can see them in the photos with in this post…AND THEY CHARGE YOUR PHONE!

Both of these brands, these companies have come together to bring something fantastic to market. I will be one of the first to buy one of these bags when they come out.  I will be sure to update you on how delightfully fabulous it is.

I am a fan of fashion and technology and this is a perfect marriage of the two things. More observations, branding, fashion, marketing and partnership in up coming posts.  Thank you for reading and sharing.

photo 3

New York Fashion Week Spring 2015 Collections and Partnerships

I had the pleasure of attending New York Fashion Week, the Mercedes Benz Fashion week.  This is not only the first look at what designers are envisioning for us for Spring 2015 but the whole event is a feast for the eyes.  The fashion is everywhere, the marketing and branding is everywhere.  And I am a fan of both so this was a treat for me.

When I walked up the front steps of Lincoln Center you see people everywhere dressed in all sorts of outfits.  Things that you may think may not work or match, DO work and create a unique look.  Companies were creatively poised out front with their fashionable version of their company and brand.   Fashion Week is about trying it all and finding your “fashion voice”.  I had the pleasure of being in the presence of two very creative and talented gentlemen, and when you are around so much fashion, passion and creativity,  you can not help but become inspired. They developed #styleconfidential, a new style and entertainment company: style confidential.co.   To quote @ericacquaye  the creative director” Life is a fashion show, dress up, take risks, feel fab and be seen! Thank you @joshmcb and @style_conf for amazing look at Fashion Week.

photo 2photo 1

At fashion week,  the designers certainly know how to get attention but so do the brands that want to be noticed.  One of my favorite products is Diet Coke. I have been a fan for so long, some might call me an addict.  Diet Coke was one of the featured drinks and sponsors at the show.  You could help yourself at any time. Yes, anytime, beautiful coolers were everywhere through out the event with lovely,  complimentary,  mini cans.  Sure everyone likes free drinks, nothing special in that. So what could Diet Coke do to stand out? How could Diet Coke be remembered by its core consumer group?  They created a conversation charging area.  You can see the clever and boldly branded table top with a great play on words.  Diet Coke keeps you charged up for fashion week and you can charge your cell phone! How fantastic! Ladies enjoying a complimentary Diet Coke, charging their phones and reflecting on the last runway show they saw.  A perfect partnership and brand integration by Diet Coke.  In future blogs I will share with you additional partnerships that are both fashionable and fabulous from New York Fashion Week.

Generation X-Making decisions and spending

http://www.mediapost.com/publications/article/231519/gen-x-is-the-generation-that-affluent-marketers-ca.html

While Millennials continue to be a hot marketing topic, our latest column indicated that total spending power in aggregate is still with the Boomers when share of total net worth and share of total household income are considered by generation. This led a number of readers to question whether or not the Boomers have the highest spending power on average of all the generations we track. In that regard, we’re now addressing this specific question by focusing on the Gen Xers among upscale consumers and, again, among mass-market consumers to provide context. Gen Xers are the generation affluent marketers cannot afford to ignore based on their numbers, their average household income, and their average net worth.

Following are estimated indices for American adults by their generation for their average household incomes and average personal net worths. The Bureau of the Census is the source for average household incomes, and our ongoing survey for average personal net worths. The estimated number of adults in each generation, based on Census statistics, follows the generation’s name.

Average Household Average Personal

Generation (size) Income Index Net Worth Index

All Adults (236.9 million) 100 100

Millennials (67.9 million) 94 75

Gen-X (60.4 million) 118 113

Baby Boomers (74.9 million) 99 108

Seniors (33.7 million) 62 112

Notably, the 60 million Gen Xers, who now range in age from 34 to 48, are the second-largest generation, constituting 25% of all U.S. adults 18 or older, and are ranked #1 by far for their average household incomes (which many marketers use as one of their targeting metrics) and for their net worths by a very small margin compared with the Seniors.by , August 6, 2014