Archive for the ‘short and sweet’ Category
Posted by Eryn Willard on October 15, 2010
This short article from Transworld Business yesterday inspired some thinking here at S22 HQ. While the article speaks about the “aging action sports demographic” specifically, it conveys some interesting feedback from brands Billabong and Quiksilver on creating line extensions.
These two brands have been successful in capturing spend from the older demo with their Honolua (Billabong) and Waterman Collection (Quiksilver) lines. Customers that have been loyal to the brands since their youth are buying their more refined apparel that still speaks to their lifestyle.
Branding/Marketing Take-Aways:
- Focusing on a new demo may lead to stronger brand equity and better bottom line through sales at previously untapped retail shops, if done properly
- Line extensions can build long-term customers
- Older demographic demands higher quality, but has more money to spend
So, whether or not your company manufactures apparel, could a line extension benefit your brand?
Tags: #OIBIZ, branding, marketing
Posted in apparel, branding, OIBIZ, outdoor, short and sweet
Posted by Eryn Willard on September 23, 2009
By now, most of us are familiar with word clouds. Right? Okay, maybe not, but there is a site on the web where you can create and customize your own in a few minutes. It’s called Wordle and you should check it out. I played around with text from our home page today for a mid-afternoon visual break and some inspiration.
Here are a few favorites:
Imagine using this to come up with word combinations for product names; or entering your brainstorming notes to see new combinations of phrases for a marketing campaign; or for creating a tagline. Anything that helps you look at something from a new perspective can give you a creative charge.
Tags: design, fun stuff, ideas
Posted in creativity, inspiration, short and sweet, tips, words
Posted by Eryn Willard on May 19, 2009
Yesterday, MultiChannel Merchant posted their interview with Moosejaw Mountaineering’s creative director Gary Wohlfeill on their success with digital catalogs.
While they still produce a printed catalog, Moosejaw uses the digital version as a cost-effective way to get more potential customers to see their merchandise across channels. Moosejaw has also implemented a mobile version of their website and uses their texting list to further engage customers.
Moosejaw is on it!
Tags: branding, marketing
Posted in article, catalog, interview, marketing, OIBIZ, outdoor, sales tools, short and sweet
Posted by Eryn Willard on May 7, 2009
What should you do during “recessionary times?” Both.
As stated on Twitter earlier this week (find us @studio_22), consumers 18-34 will be driving green trends in the next decade. We also said that when you promote your products to this group, you should do so in a sustainable way.
If you’re a brand that can demonstrate a genuine commitment to responsible practices, tell consumers your sustainability story. Do it authentically. Brands can gain a competitive edge when they engage consumers on issues that they care about. Do it on a hang-tag. Do it in your catalog. Do it on your website. The person buying your product or service will feel good about making the purchase because it supports a belief that they subscribe to. You’ll provide added value – an important quality at the moment.
Now, about those sustainable communications…those hang-tags, brochures, catalogs, reports. There’s more to a sustainable marketing piece than slapping some ink on 30% recycled content paper. We won’t bore you with substrates here, but care must be taken with the imagery and text, colors, sizing, and ink used in producing your communications. Even the firm you choose to work with has an impact on the footprint of your printed materials. Embracing this concept on the back end will push you even further ahead of the competition in the eyes of your customers.
Tags: branding, sustainability
Posted in bottom line, carbon footprint, catalog, corporate citizenship, CSR, eco-friendly, environment, manufacturing, marketing, outdoor, short and sweet, sustainability, tips
Posted by Eryn Willard on February 20, 2009
Kind of a “duh” statement, however, this article on Wall Street & Technology got us thinking. The article reports that researchers “found that the higher an investor rates the quality of a firm’s online features, the more money he keeps with that firm.”
The same idea can be applied to your company’s website, no matter what you’re selling. Think about how your audience wants to receive the information they need. Will they make an online purchase if your product images are too small? Will they feel secure making that purchase if the design of the site is less than professional? If your site is informational, is it organized in a user-friendly way?
Tags: design, marketing
Posted in article, marketing, sales tools, short and sweet, web site
