Brand Dots

Posts Tagged ‘products’

Months ago I was pleasantly surprised to discover Tim Burton, the notoriously strange mind behind films like “Beetlejuice” and “Charlie and the Chocolate Factory,” would be partnering with Walt Disney Studios to recreate the movie “Alice in Wonderland.”  To be honest, I was a little shocked to find out Burton would be partnering with the Disney brand.  But this match could be exactly what the doctor ordered if Disney plans to win credibility with a different market segment.

I found out about the movie’s release like most, by stumbling across sublime images of the movie’s characters on social media outlets and blogs.  As  the new “Alice’s” debut has moved closer, Disney has taken every opportunity to promote the new movie by releasing countless commercials, billboards, music videos, viral marketing campaigns, interviews – and the list goes on.  A number of other companies have decided to jump on the “Alice in Wonderland” bandwagon, which isn’t a bad idea, considering the massive amount of exposure the movie is getting.

Here are a few Wonderland inspired product lines that seem to be great choices for the movie’s existing target market – teen girls and young women who are into dark romance or those who are already fans of the uncanny world portrayed in Lewis Carroll’s books, Disney’s original 1951 animated feature, among other popular versions of the story.

• OPI Nail Polish announced a new line of “Alice in Wonderland” nail color, with the tagline “Color so fantastic, you’ll think you’re dreaming.”
• Urban Decay, which is sold at Sephora, has developed a “Book of Shadows,” showcasing a 16 eye shadows with names such as “White Rabbit, Jabberwocky and Oraculum” in a Wonderland inspired box.
• Hot Topic is selling all kinds of trendy “Alice” inspired gear.  From jewelry, to jackets, to Mad Hatter totes, they are fully committed to the newest Disney movie.

According to the Wall Street Journal article, “Disney Invites ‘Goths’ to the Party,” Disney doesn’t expect “Alice’s” merchandise sales to measure up to the $8 Billion “Toy Story” empire.  But connecting with a new segment of the market could be exactly what Disney had in mind when they hired Burton to work on their latest film.  By hiring an edgier director, they can focus on tapping into a market that isn’t traditionally targeted by Disney’s infamously juvenile and innocent brand.

The dawn of social networks has undeniably created new opportunities for marketers. Consumers have an opportunity to share opinions about anything and everything they purchase. A reported 50 million Facebook users are currently sharing their thoughts about brands on a regular basis.

According to Reuters, earlier this year social networks, such as Twitter and Facebook, were struggling financially. They have been trying to find a way to capitalize on their massive and rapidly growing consumer base. Like most websites, advertising revenue seemed to be the most logical way to generate a profit.

This week, the NY Times reported that Facebook is now selling advertisements that display people’s profile photos next to commercial messages that are shown to their friends about the brands that they purchase or register an opinion about. Consumers that participate will have the opportunity to share their online purchases with their friends. For example, if you buy a new CD from iTunes, you can add it to your Facebook profile and let everyone know how you feel about the new album.

From a marketing perspective, this is the perfect marriage between understanding consumer behavior and advertising. Every profile contains demographic information about each consumer. This tool could shed light on who is really purchasing products and why they make the purchase decisions that they do – marketer’s dream!

But not so fast; the Federal Trade Commission sees the risk associated with protecting the privacy of consumers. So for now, Facebook has promised to keep these details to themselves.  Oh…to be a fly on the wall at Facebook.

The Fourth of July is one of my favorite holidays.  It’s a low-stress holiday, full of bar-b-q, parties, beer, flags, and fireworks.  Independence Day gives us the opportunity to remember how fortunate we are to have freedom.  As we approach America’s birthday, I can’t help but point out how powerful a patriotic marketing strategy can be.  After all, American’s have the strongest sense of national pride!

Patriotic marketing works!  It is one way that companies can appeal to a very broad segment of consumers.  Most Americans love to support their country, veterans, and American brands.  People tend to feel a connection to their country of origin and strong sense of national pride.  By embracing these emotions, companies can influence consumer-purchasing decisions.

One way companies incorporate patriotism into their brand strategy is through their logo design.  Some companies choose a name and company logo to show their pride and others, such as Google, have incorporated the stars and stripes into their existing logo.

Other companies choose to incorporate patriotic colors or images into their packaging.  Most of us have seen “Made in the USA,” eagles, or American flags stamped on products.  This stamp of patriotic approval could make or break a consumers buying decision.

Another way to show national pride is by outreach marketing with customized promotional products.  People love free key chains, stress balls, magnets, pens, and pins.  And the best thing about them is that people keep them, use them in the future, and will reference back to them to find your phone number or web address.

Military discounts are a win-win marketing approach.  They show others that you support the troops, give back to those that protect and serve our country, and specifically speak to a very large and precise target market: military personnel.  If you’re having a difficult time promoting your discount,  Veterans Advantage is one way you can get your products or services in the hands of vetrans, personnel, and their families.

Display your support!  Patriotic marketing can be as simple as decorating with American flags, stars and stripes, or a yellow ribbon.  Just make sure you display patriotic items that are in good condition.  There’s nothing worse than a worn and tattered flag on display.

So get out there!  Hang your flag and show your pride.  Stand UNITED!