Post #6: Seamless Support Media

This year, I traveled solo to New York City for spring break.  Given my current economic status as a college student, I took the subway many times each day.  During my trip, I noticed and quietly analyzed many advertisements in subway stations and metro cars, as well as throughout the entire city.  Some were effective, others were highly questionable, some were graffitied beyond recognition.

One of the most brilliant ad campaigns I saw in the subway system was for a company called Seamless. Seamless.com is a New York based online food delivery company.  Each of the advertisements caught my attention for uniqueness, humor, and design simplicity.

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Seamless.com connects with people by referencing social media trends and relevant real-life scenarios.  In this ad, it states “You joined a ‘meetup’ for people who loathe calling restaurants.”  Meetup.com is a social website that connects users to others nearby who would like to meet based on a shared interest.  Some of these “meetups” are incredibly specific, such as the imaginary group featured in the advertisement.  This is an effective tactic because social networking is highly relevant to their target market’s everyday lives.  By referencing the new “meetup” phenomenon, the business appears to be young, hip, cutting edge, and relatable.  The target market includes working professionals, ages 22-55, who make up an overwhelming percentage of New York City’s population.  These professionals are also highly likely to use public transportation, such as the subway system.  The ad placement is spot-on for attracting potential customers’ attention while they commute to work.

I was so attracted to these ads that I searched the website to see if the ingenuity continued- it did.  At first, I wanted to see which restaurants were offered and how a New Yorker might order lunch.

The process is simple:

  1. Login to your Seamless Account through the cell phone app or at Seamless.com.
  2. Place an order with your restaurant of choice.
  3. Seamless contacts the restaurant.
  4. The restaurant contacts you via email with a pick-up or delivery time estimate.
  5. You receive your food.

It’s efficient because customers can order food via their computer or mobile device, rather than placing a phone call with a particular restaurant.  Also, because the order is written, there is very little room for error compared to auditory order-taking.  Seamless.com ads reflect the buyer the company hopes to attract, and it certainly worked on me.

Some other subway ads from Seamless (click to enlarge)

 

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Post #5: Fragrance Advertisement

Ralph Lauren, American fashion designer and business executive, has built a widespread brand in the fashion and beauty industries.  Ralph Lauren’s clothing design is known for being preppy and classic, featuring neutrals and muted bright colors.  The brand was built upon traditional all-American shapes, with simple, elegant details.

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The ad shows consumers that this fragrance captures romance in a bottle.  It insinuates that wearing Ralph Lauren Romance will evoke romanticism and transform your mindset. Even the fragrance notes are overly romantic:

Sungoddess Rose: The scent is playful, happy and indisputably modern. Its effervescence enhances instant attraction.
Lotus Flower: Buddhism attributes this flower with four virtues – Loveliness, purity, softness and aromatic pleasure.
Night Blooming Daylily: Its flowers live for twenty-four hours and have a warm and feminine aroma and a rich texture.
Musk “Coeur”: A textural, sheer white musk with a hint of a chypre effect to add intrigue and mystery

The signature of the Ralph Lauren Polo collection is a polo rider on a horse, typically embroidered into the left side of clothing.  This symbol appears in the print advertisement for the Romance fragrance, with the presumed couple on horses.  This advertisement embodies the Ralph Lauren lifestyle by balancing regal horses with the carefree experience of kissing in a sunny field.

The target market of the upscale lifestyle and retail company includes women and men with disposable incomes.  In general, these customers want to exude a relaxed-but-put-together attitude.  Consumers seek this through Ralph Lauren clothing, accessories, shoes, fragrance, and products for the home.

Post # 4: Think Different

In this day and age, marketing is everywhere, from logos on water bottles to advertisements on blog pages.  Consumers are beginning to become numb to these advertising efforts, and standard marketing tactics are moving toward obsolescence.  Because of this shift in the marketing industry, commercials that highlight brands rather than products are increasing in popularity.

Modern consumers want to showcase their individuality and celebrate their ability to express themselves through social media platforms. Advertisements and marketing campaigns that build upon this idea are particularly effective.  To reflect this, Apple recently revamped commercial from 1997 in memorial of Steve Jobs.  The commercial features black and white footage of rebellious icons such as Albert Einstein, Martin Luther King, Jr., Pablo Picasso, and John Lennon.  Richard Dreyfuss narrates:

“Here’s to the crazy ones: the misfits; the rebels; troublemakers. The round pegs in the square holes. The ones who see things differently. They’re not fond of rules, and they have no respect for the status quo. You can quote them, disagree with them, glorify or vilify them. About the only thing you can’t do is ignore them. Because they change things. They push the human race forward. And while some may see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world are the ones who do.”

The advertisement does not mention any Apple products or comparisons to other brands.  There is little indication of the brand behind the commercial at all. At the end of the ad, “Think different” appears in writing, and Apple’s rainbow logo silently appears above the text before the commercial fades to black.  This subtle indication of the brand behind the message is powerful because it shows consumers the mindset behind the brand.

The Steve Jobs version of the Think Different commercial is virtually the same as the original.  This commercial never aired on television, but it was made available online after the death of the CEO.  These commercials cover a wide demographic, which encompasses ages 7 and up.  The ad tells a compelling story, which is relevant to every individual.  The target market is not exclusive to tech-savvy people, because it communicates Apple’s brand mentality rather than focusing on products.  Apple is extremely clear about how the corporation wants to be perceived by customers.  This commercial shows consumers that the brand is relatable, accepting, rebellious, and full of vitality.  The ad communicates that the brand is a cut above competitors because it recognizes the importance of individual differences.

Demographic Profile: I Love Farm Weddings

1) Team Bridevertisement- Emma Cutler, Becca Schilling, Abby Marolt

2) General demographic profile:

Female, age 25-34, including:

  • newly engaged couples
  • bridesmaids
  • family of couple
  • wedding planners
  • wedding vendors
  • interior designers
  • people with a do-it-yourself mentality
  • wedding trend forecasters
  • bridal magazine employees

Interests and mentality:

  • Design-minded
  • Detail-oriented
  • Futuristic
  • Bubbly, excitable
  • Trend focused
  • Etsy aficionado
  • Reads Kinfolk Magazine
  • DIY culture
  • Reads Martha Steward Living
  • Reads BRIDE Magazine
  • Shops at Alabama Chanin, Anthropologie, Nordstrom
  • Outdoorsy
  • Equestrian
  • Animal Lover
  • Listens to The Current, Country Music, Movie Soundtracks, Classic Rock & Roll
  • Smartphone and iPad owner
  • Loves romantic comedies
  • Undergraduate students, College-educated

3) She learns new things through social media research and word-of-mouth.  Namely, she searches through Pinterest, Facebook, blog posts, Twitter, and personal recommendations.  They also utilize Google search and pay attention to credible sources for wedding industry ratings (print/online).

4)  She is on social media sites, especially Facebook and Pinterest.  She regularly uses email to communicate and check various blogs daily.

5) Sarah Ann Robinson

6)  Rural fantasy, ideal life that accompanies marriage, inspiration and creative outlets, impressing friends and family on their wedding day, wanting to be featured in a magazine or online, being on the cutting edge of wedding trends

7) Home ownership, family, pets, leading satisfying lives with a strong work/life balance, a stable and successful future

8) Weddings that are: generic, unremarkable, boring, lackluster; divorce and family tension; clichés, bad wedding day photo; unforeseen wedding complications (food, flowers, rentals, too much alcohol, photographer, music)

9) Mindfulness, amazing original food every day, the ideal image, balanced life, happy marriage, sustainability

10) Practice yoga regularly, participate on social media websites, keeping up with trends, social media and tech literacy, shopping in-store and online, cooking & baking, drinking wine, dining out, happy hour with friends and coworkers once per week, seasonal camping, regularly shop at farmers markets, travel frequently

Post #3: Target’s Creative Strategy

During a time when only the most innovative ideas catch consumers’ attention, a perfected creative strategy is essential.  Target is constantly marketing to consumers to promote brand recognition and customer loyalty.  Target must compete against other superstores- namely, Walmart, as well as specialty stores such as IKEA, department stores, and grocery stores.

In order to retain a competitive edge in the retail industry, Target must market to a wide demographic.  By employing a well-developed creative strategy, Target maintains its reputation for affordable, everyday products with a touch of luxury.

Target’s Mission Statement embodies this notion:

“Our mission is to make Target your preferred shopping destination in all channels by delivering outstanding value, continuous innovation and exceptional guest experiences by consistently fulfilling our Expect More. Pay Less.® brand promise.”

From Target’s television advertisements and online interface to the in-store experience, design is at the heart of the corporation’s creative strategy.  The corporation has long been recognized for its bold red bullseye logo, and this central concept has filtered into the in-store shopping experience.

As technology continues to evolve, Target has adapted by creating design-minded television advertisements, websites, and brightly colored, streamlined mobile applications.  To further compete in a tech-savvy marketplace, Target now offers online-only brands.  These exclusive offers urge consumers to experience Target’s strong online presence and utilize mobile applications.  In order to captivate the attention of consumers, Target has formed numerous strategic partnerships.  Within the past year, some partnerships have included:

These high-end partnerships boost Target’s image and help create a niche market for design-minded consumers of all income levels.

Recently, the grocery sections in Target stores have undergone a layout redesign.  To promote this change and increase grocery sales, Target created an all-new television ad campaign.

In addition to grocery sales, this ad campaign seeks to improve consumers’ perception of everyday items purchased at Target.  These “Everyday Collection” commercials feature Target’s red and white color palette through an all-white set and bright red lipstick on each model.  The sleek set design of these commercials paired a stand-out model validates the customers’ decision to purchase everyday products from Target.

To learn about these commercials and more, Target invites consumers behind-the-scenes via the online magazine A Bullseye View.  This website features published design content with sections including Entertainment, Design & Style, Food, Community, and Business.  It also features additional access to design inspiration, which showcases designer partnerships and offers extra decorating tips with Target products.  Readers have free access to these articles, plus photos and videos from partnerships and advertising shoots, which link back to Target’s website for shopping.

Target has mastered the effective creative strategy.  The corporation’s red and white color scheme is featured across media platforms, from its bullseye logo to the in-store displays.  This design-orientated marketing strategy creates a specific perception of the brand, which elevates everyday products to a luxurious buying experience.  The corporation’s online accessibility mirrors its mission of exceptional experience and  excellent value.