Part of the reason why we love Target so much is its ability to continually raise the bar on your everyday retail experience. We were fortunate enough to visit our friends at Target corporate in Minneapolis earlier this year and let us tell you, it is Target Country! That aside, we are extremely excited for The Shops at Target; its newest marketing strategy to further engage and delight its valuable customers. Check out their latest ad campaign.
On a side note, we just heard from our friends at Business Insider that JC Penny is also copying this latest Target shops strategy. There’s will be out until Fall 2013.
SmugMug, a photo sharing/storage/commerce site, announced to its customers via email on the Friday prior to Labor Day weekend its new pricing structure, particularly the pro accounts. According to some customers, prior to the announcement the packages were Basic, Power, and Pro. Pro was ~$150/year (customer of ten years even enjoyed the ~$99/year rate). Now, Pro is split into “Portfolio” and “Business” accounts with $150 and $300 per year respectively.
The backlash was immediate and we are sure the management at SmugMug will issue some kind of damage control ala PR crisis communiqué Tuesday morning to placate the growing dissent amongst its user community; many of them previously loyal for almost a decade. As of this morning, we saw over 320 pages of comments on SmugMug’s official blog regarding its price increase.
Granted, this pricing structure compared to their competitors is actually not that bad. So what went horribly wrong? continue reading…
Oh snap! Oh snap! We just love a good round of advertising sparring (in good taste) between two competing brands. Here’s a favorite of ours by Audi and BMW. Lesson here is if you’re blatantly calling your competition to the carpet, you better be ready to battle. Ad-off!
This billboard advertising war between Audi and BMW started off with Audi introducing its new A4 with a bold and cheeky headline, “Your move, BMW.” BMW responded back with a brilliant billboard ad three times the size of the Audi ad on the same block featuring their 3 Series with, “Checkmate.”
Buyer persona is so critical when making key marketing decisions. It helps you remove the clutter and noise and focus on what is important to this “muse”. We like to give our personas a name and look and this persona is our ideal customer, our muse. We always ask questions like, “What do you think Lisa looks for when she’s buying a statement jewelry piece? How will she wear it with her existing wardrobe?” Forcing the answers to questions like this helps bring clarity to what the marketing message should be.