Examples of marketing ideas 2011
“Between stock market inconsistency and spending frugality interspersed with random surges in spending, consumer behavior was almost untrackable in 2011. Therefore, marketers were forced to up the ante and, as a result, had truly mind-blowing ideas.There were a lot of marketing ploys this year – some were good, some were bad and others even went unnoticed. However, there were a few game-changing ideas that irrevocably changed the luxury industry.
Some examples of luxury banded ideas 2o11-
Tiffany & Co.’s What Makes Love True campaign –
Tiffany allows consumers to peek inside its branded world with the What Makes Love True microsite and mobile app.
What Makes Love True shows real-life videos, stories and curated customer content mixed with romantic movies and songs. What Tiffany did was create an environment that epitomizes the branded lifestyle.
What Makes Love True shows stories and videos from Tiffany customers on how the couples met and fell in love. There are also sections for curated content from consumers to share love stories and a map where consumers can pinpoint a place in New York where a monumental relationship moment occurred.
Tiffany’s What Makes Love True site
Furthermore, users can browse through love songs, romantic films and lounges and bars in New York to spend time with that special someone.
To add to the marketing, Tiffany created its own channel on the Internet radio service provider Pandora that was a list of all love songs from artists such as Jack Johnson, Beyonce and Train.
Consumers were served an ad on Pandora’s iPhone app where they could click to download the app.
The jeweler also marketed What Makes Love True through its Web site, social media pages and additional iPhone and iPad apps.
What Makes Love True intertwined Tiffany and the idea of true love, likely allowing the brand to increase sales on its most famous product – the engagement ring.
What makes this successful?
This is about real people are real lives which instantly allow people to relate. It shows how couple first met and fell in love, the captivating moment would draw the viewers in. This makes this very real and sentimental to the viewers. This would ultimately get more people inserted and intrigued also to share their own stories. This then build ups customer interactivity and brand involvement and would finally increase sales.
Chanel optimizes site pages for mobile
– Chanel led iconic luxury brands through the mobile-optimization of its makeup, fragrance, watch and jewelry sites.
The brand left behind key competitors such as Christian Dior, Louis Vuitton, Hermes and Gucci, which do not have optimized sites, by adding another way to showcase its products.
Users could search for and browse through fragrance, makeup and skincare products, as well as special offers and a store locator starting in February.
Consumers could also quickly buy products from their phone.
Chanel added to this strategy by allowing users to view its fine jewelry and watch sites on mobile devices.
Chanel optimized the sites for mobile
Users can learn about watch information and manufacturing, complete with video and high-resolution images, on the “What’s New” section of the site.
Consumers can tap on a jewelry or watch collection and can swipe the page or tap on the arrows to move through the products.
The chosen piece is brought into a spotlight, where users can further examine the pieces with pinch-and-zoom.
Chanel took this opportunity to not only showcase its products in a beautiful way in a new platform, but also to position itself as a tech-savvy brand in-tune with changing times.
What makes this successful?
This new platform allows the users to learn about all the product information as well as the manufacturing. The main function being that users can purchase for their phones. The users can look at products in a beautiful way which can allow the users to further examine the product in detail almost like in person. Having a mobile site is now more common and is something to definitely take forward into my design approach.