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Corra Consulting - A 2015 Merchandising and Marketing Round-Up

03February

A 2015 Merchandising and Marketing Round-Up

The Thread's Top Three:

1. How New York Fashion Week Is Being Remade. Goodbye, Lincoln Center, and hello, Mazdack Rassi, Jenné Lombardo and Keith Baptista. MADE, the creation of this latter team, has become one of the most exciting events of NYFW. It has been described as “non-commercial, fresh, young and exciting”--all the attributes that the landscape’s mainstay events had arguably lost over the last twenty years for fashion’s industry enthusiasts. So what can we expect from MADE? Here’s what they’re saying: additional runway shows featuring fledgling designers with unique perspectives, content creation that can be easily shared on a global level, and, the promotion of designers that will meaningfully contribute to MADE’s position as a “creative hub.” In just five short years, MADE has disrupted an industry that represented what was new and fresh by setting new standards for what is new and fresh. Let’s hope that convention is something they can forestall as they evolve and grow because shouldn’t “magic in a bottle” be something worth preserving?

2. 5 Super Bowl Commercials About Something Greater Than Selling A Product. The Huffington Post’s Robbie Couch showcases a range of commercials that aired this weekend and from CPG heavy-hitters: Procter & Gamble, Toyota Motor Company, Unilever and more. I also would have liked to see Budweiser’s #BestBuds included too because a story of shared friendship--even if that friendship is between a puppy and a Clydesdale horse--is clearly bigger than the brand’s signature beer itself. And, of all of the spots showcased, my vote goes to Dove’s Real Strength as best speaking to its core audience, being on-brand and having a message that tied back to its product line (i.e., “personal care”). Meaningfully, what was on display in 2015’s Super Bowl ads was the marketer’s changing landscape. True brands will have a relationship with their core audience, and, for the best, that relationship will consistently carry across its content (i.e., media and otherwise), commerce (i.e., product) and community (i.e., handing the reins to your consumers and allowing them to freely advocate for or against your initiatives). It’s an exciting time for consumer product goods marketers.

3. The New Age of SEO: Why Your Approach Must Change. This article does a fantastic job of outlining best practices of the past that should remain there: e.g., a focus on keywords, blogs that weren’t written for its readers but for a search engine results page ranking, linking that occurred for the sake of sheer number of links and with less consideration as to the source, and social media that wasn’t properly leveraged in a widespread way by market leaders. Take the time to explore the links that Adam Heitzman includes in this article as I found them all to be incredibly valuable for my clients’ strategic planning; and take notice of his premise, which to me supports the old adage: “the more things change, the more they stay the same.” For anyone who attempted to launch a brand in a strictly brick-and-mortar environment, it was always critical to prioritize your product’s quality proposition, your brand’s reputation--for service and more, and sell-through that would foster one consumer’s recommendation to another prospective consumer. From my perspective, this approach never really carried over to online and mobile sales, but if Mr. Heitzman is right, then brick-and-mortar’s best “old” practices are soon to become SEO’s best “new” practices. The bar is being raised.


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