Sunday Musings w/ Shore Branding – 5-26-13

 

Branding and Digital Marketing from The Shore

Photo Credit: CBS Philadelphia

Happy Memorial Day weekend!  Hope you are enjoying the holiday (if you are in the States)!  No rest at the shore, here are this week’s top stories in branding and digital marketing!

#1 – Kmart Strikes Again, Continues Building Clever Marketing Campaign – BobStanke.com

Premise: Kmart has built off of its creative, yet risky “Ship my pants” advertising with a new ad and catchphrase; “Big gas savings”.  The retailer has picked up some traction due to its edgy campaign and is looking to build off of it with a second campaign.

Thoughts: Kmart hasn’t been relevant in about 20 years in my opinion, so the fact that they are even still around is somewhat surprising.  I think this was a good risk to take for the retailer, perhaps showing a lighter side to the brand name and building some traction with a broader audience.  Bob put the two ads on this blog entry, so take a look at both of them if you haven’t seen them yet.  They are pretty humorous.  You may also notice that both ads have hashtags included in them, signaling that Kmart isn’t actually stuck in the 1980’s.

It will be interesting to see if or how this pays off a few months from now.  Will sales increase for the retailer?  Does this make you any more open to shopping at Kmart? [Read more…]

Sunday Musings w/ Shore Branding 5-12-13

Branding and Digital Marketing

Another Sunday in May and another holiday to go celebrate.  Happy Mother’s Day to all the moms that are readying this!  Here are this week’s ‘Sunday Musings w/ Shore Branding’ – the top five stories in branding and digital marketing.  For those interested, you can find the archives of this weekly write-up under the Blog-Sunday Musings tab at the top of the page.

#1 – Maker’s Mark’s Plain Dumb Move Proved To Be Pure Marketing Genius – Forbes.com

Premise: Back in February, Maker’s Mark announced that due to rising production costs they would be watering down their product.  This caused a social media circus, with droves of consumers taking to various platforms to complain about the decision.  However, this also drove consumers to the store apparently, as sales skyrocketed for the brand.  Ultimately, Maker’s Mark has reversed its decision to water down its product due to the backlash.

Thoughts: Here is another example of the power of social media.  Fans of Maker’s Mark came out and rebelled against a decision the company made and it helped change its position in only a short matter of time.  There is a bit of a conspiracy theory presented in the article that Maker’s Mark decided to create this news in an effort to boost sales, but I have a hard time believing that; in fact, the author doesn’t seem to either, but brought it up anyway. [Read more…]