bridgetruskey

[bridgetruskey]

Pin the Eyelash on the Target

G-L-A-M-O-R-O-U-S. Yes, just like the Fergie song, Target is getting glammed up. Target and Ulta Beauty have created a deal where Ulta will open makeup and skincare shops inside of hundreds of Target stores across the U.S. The layout is that each shop will have 1,000 square feet dedicated to Ulta. The staff will be Target employees that are trained by Ulta. Both companies believe that they will gain a larger audience. Combined, Target and Ulta have more than 100 million active loyalty program users. 

https://www.cnbc.com/2020/11/10/ulta-beauty-strikes-deal-to-open-hundreds-of-shops-at-target-stores.html?__source=sharebar|twitter&par=sharebar

I think this deal between the two deals is very smart and strategic. For Ulta, a store dedicated to beauty, it can sometimes be overwhelming entering a store that big with so many products. I know as someone that does the bare minimum in the makeup department I was very lost on where to start when I entered the story. I think their, essentially,  pop up shop in Target is a less intimidating start for makeup and skin care beginners. In addition, Target is a neighborhood brand that is well known and not intimidating. In addition, with an Ulta shop in Target I think it increased their consumer audience and consumer awareness. 

Although this is not the first time a department store and makeup company have collaborated, I think this is going to be a good fit. Ulta is not the only one reaping the benefits of this collaboration. With this extension, Target will also widen its audience to people that normally would go to a beauty store for beauty products, not a department store. I think it is also smart that they have Target employees trained by Ulta in the little shop. I think this will give people a sense of confidence that employees in the beauty department know what they're doing. Target already houses Starbucks pop ups within them and now adding Ulta Beauty will be the ultimate one stop shop for any errand runner.

With all this said though, I am skeptical that Ulta stores will be able to stand alone. With the pandemic not slowing down anytime soon, realistically will there be a need for regular Ulta Beauty brick and mortar stores? Will the the shop-in-shops and internet sales soon replace the large beauty stores?

[bridgetruskey]

Not a Lululemon drop!

Have you ever been exercising and just wanted a hydrating drink after? For me, it’s every time I work out. But, would I want the athletic brand, that I’m dressed head to toe in, produce said drink? Hmmmmmmm I don’t know? Is it a drink that will replenish me with electrolytes, get me energized or the rest of my day, or simply quench my thirst? Not exactly. Lululemon athleisure brand not too long ago collaborated with SeaWheeze to create what they call a Curiosity Lager. Yes, a BEER. This limited edition lager was created for a fitness festival in British Columbia where people were there to yoga, run, and party. 

https://www.brandchannel.com/2015/07/20/lululemon-beer-072015/

I don’t know about anyone else but usually people do not categorize alcohol and exercise together. I think this was a swing and a miss collaboration for Lulu. Although they were sponsoring a festival I don’t think that a beer beverage is what is most suitable for their brand. Personally, if I was in their position I would have created a beverage that was water packed with electrolytes and natural flavors or a kombucha. I think that these drinks complement Lulu’s brand. 

In fact, since hearing about Lulu collaborating to create a lager, I think that it is a good idea for them to create a beverage line. But, a beverage that coincides with their exercise brand. Lulu could create a new line extension that includes premium water, cold brew, kombucha, and pre/post workout drinks. I think that people would trust these products more because health and wellness is Lulu’s shtick. They also have trainers and people who would be able to give expert insight to what people need and want before, during, and after they work out. I think Lululemon could create a whole lifestyle experience to the clothes that one wears to the food and beverages one eats for their active lifestyle. I think it would be a good idea for Lulu to dip their toe in the water of the performance food and beverage industry. 

[bridgetruskey]

What you know about Mi(llennials)?

In 2007 Lil Mama dropped a generational certified banger called “Lipgloss”. A song every millennial will get jiggy with, on the dance floor. But, Lil Mama asked a pressing question in the hit single, “Whatchu know ‘bout me?” For marketers trying to figure out millennials, very little. Yet, they do know the primary factors that drive millennials. They are defined by digital, financial crisis, fragmented culture, and skepticism. So, how did the generation before me end up with these defining characteristics? 

The millennial generation grew up in the scene of budding technological advancements. From the first Apple computer releasing five years prior to the beginning of the generation to Apple’s first phone release in 2005, this generation saw momentous strides in technology in their adolescence. They are considered digital natives because technology was greatly integrated into their lives while they grew up. Therefore, gen x and boomers are seen as digital immigrants. With being born in this technological revolution, millennials and technology essentially grew up and blossomed together. They are still on this journey together and keep growing more intelligent and wiser each year.

https://knowledge.wharton.upenn.edu/article/marketing-to-millennials/

Furthermore, it is hard for marketers to find marketing strategies that fit millennials because of the financial crisis. In 2008, millennials ranged from post-collegiate adults to middle schoolers about to finish eighth grade. Along with accumulating more debt due to the price of tuition millennials did not have the same buying power with their salaries like previous generations. Which in turn caused economic hardship. Therefore, millennials generally are conservative investors that are risk averse. Although they usually opt out of the traditional routes they tend to be more accepting to entrepreneurial investments but essentially take on more risk with those. 

In addition, with the flood of content spewing out into every industry it is hard to connect a singular entity with the millennial generation. There is no one superstar, one hit television series, one blockbuster movie or even one clothing fad that has defined this generation. The non-cohesiveness of this generation makes it much more difficult for marketers to target their audience due to the fragmentations. That is why more than ever the marketing strategy of consistency throughout all platforms is key to keeping this generation engaged. The website for a good or service should mirror its social media platforms, which should align with the brand. This generation seeks consistency and if they do not think that the value of the product is consistent with the price you can expect a thumbs down. Nowadays, bad reviews don’t get logged in the answering machine, they are on display for all the internet to see. Therefore, other consumers will be influenced by others' experiences which affect what they will do with their disposable income. 

Lastly, millennials are a tough group to get through to because of their skepticism. They do not trust big corporations. Instead they turn to their peers for reviews and experiences. Millennials can gather information from many sources with the internet in the palm of their hands. So, brands have to be transparent when they are dealing with consumers. Time and time again businesses have been dragged by the news, but now millions upon millions of people can add their two cents in as well. Authenticity is highly valuable to millennials but is something marketers struggle with. We are no longer in a world where you can fake it until you make it. 

In conclusion, the millennial generation is still a mysterious code every marketer is trying to crack. With digital dependency, segmentations, financial speculation, and skepticism this generation is not categorized into a one size fits all. What I would recommend to marketers are three things: use relevant data, create consistent content, and build brand trust.  Millennials will not automatically become a ride or die consumer for your brand, but I believe if companies take steps into creating a trustworthy relationship with these clients, marketing towards the millennial audience will become easier. Millennials are the first digitally aged consumers, so if marketers can better understand their behaviors they might struggle less with marketing to the next digitally born generations. 

[bridgetruskey]

Diversi-tee.

Gap created a fun and lighthearted campaign titled “Bridging the Gap”. The play on words softly touches on diversity and how important it is in the melting pot, known as America. The ensemble did not lack whatsoever with many super stars dancing around, fourteen to be exact. Whether the cast of this ad knew each other prior or not, in the video it would seem as if they all grew up together on the same block. The ad really embodied positive fun vibes that just made you smile.

https://www.glamour.com/story/gap-ad-closing-the-gap-edward-enninful

The funky ad played an upbeat tune that made you feel good inside. Gap showcased their plain white tee with blue jeans for each person. Everyone was showing off different variations of the same type of outfit. These outfits showcased how each person has their own personality. Whether the jeans and tee were accessorized with a gold chain, black beanie, or studded earrings the campaign had a very clean feel to it. It was very simple which Gap, as a brand promotes.

This advertisement used product attribute and benefit. Gap showed usage by having all the celebrities wear their clothing products.Product user was also shown by displaying the ensemble of different races, genders, and ages. In addition, Gap conveys the functional benefit of fun throughout the video.

One critique I do have of this campaign is most of Gap’s cast were models of the same body type. I think if they recruited a few people that were heavier set then they would have been able to hit every aspect of diverse people. This campaign took serious issues and created a light hearted ad which I thought was good but nothing too special.

[bridgetruskey]

Hulu, the queen of ruining everything, well maybe just TV.

As someone who lives in a dorm room, the access I have to a TV is very limited. Besides finite availability to a TV, the schedule I have at school simply leaves no time to sit and watch tv and movies all the time. Yet, if I do have free time I tend to watch Youtube videos. These videos are shorter and I can watch more in a small amount of time. This also means I am exposed to a limited amount of advertisements. In addition, only some Youtube videos have advertisements that you can not skip after five seconds. Before one video I watched, I was not able to skip the thirty second ad. Which was unfortunate yet, after the advertisement was over I thought it was one of the most authentic advertisements I’ve ever seen.

The Hulu “Ruins Everything” ad was so creative. I love ads that are supposed to be serious but also have a comical twist. It had the same vibe as the Allstate “Mayhem” commercial. It’s a commercial that you’re not really supposed to laugh at but has underlying humor. The ad also caught my eye because of the plethora of celebrities in it. From Miles Brown, Trippie Redd, Sofia Vergara, to James Harden you would think that would suffice one commercial. But no, there were eight total celebrities in this ad. Due to this, it made it hard for me to not pay attention to it. The celebrities that they picked spanned from various industries which attracts a variety of followers. With such a diverse cast the audience was not limited to a certain demographic. People of all ages and backgrounds were reached in this single ad.

https://www.hulu.com/press/hulu-debuts-better-ruins-everything-ad-campaign-during-the-2018-emmy-awards/

In addition, to the celebrities the comparisons that they made were pretty relevant. Joe Magliano states, “Don’t fly first class it will ruin coach forever.” This statement resonates because in first class you are treated like royalty compared to peasants in coach. In addition, Jared Goff advises to never get a walk in closet. For obvious reasons, one would not want to go back to a standard closet. Hulu is stating that they are the upgraded version of cable. With streaming services on the rise, Hulu continues to try to differentiate itself from cable and others in their streaming industry.

Hulu used product attributes in this ad. As stated before they showed people in the ad that they wanted to attract to this product. With so many celebrities with such diverse audiences they conveyed the message that Hulu is for everyone. At the end of the commercial they also showed product usage. Product features were being stated and shown. There was a demonstration of shows and movies being scrolled through. Hulu also showed that it can be accessed on multiple devices at anytime.  

My favorite part about this ad is that they almost dare you not to get Hulu. They tell you it will ruin TV forever. Magilano states at the very end, “You’ve been warned.” This is very interesting to me because what brand would say don’t buy us? Doesn’t that go against everything a business is trying to accomplish. But, Hulu conveys this message in such a way that people feel rebellious if they make the switch. Its like your mom telling you not to do something and you do it anyway.

This ad encompassed numerous elements to create a unique and cohesive advertisement. I appreciate the risk that Hulu took in saying don’t buy our service because we’ll ruin TV for you. With that statement, they are enticing people to become new customers. I am looking forward to see if Hulu will use the preemptive claim of ruining TV in future advertisements.

[bridgetruskey]

Subscription Boxes > Roast beef Sandwiches?

If you had $25 would you rather order 7 iconic Arby’s roast beef sandwiches or a new Arby’s subscription box (no food included). Personally, I’ve never eaten Arby’s and am not really a fan of their brand so I think I’d just pocket the money. Yet, for many this was an announcement that they sought to take advantage of. In January, Arby’s launched their subscription boxes that have exclusive Arby’s gear. The preview of the box shows an Arby’s hat, scarf, food tray, and temporary tattoos. These moves of providing exclusive gear and having a member sign up through subscription are not new ideas. But, a fast food chain adopting this marketing campaign is very unique.

https://stories.inspirebrands.com/arbys-of-the-month-limited-release-subscription-box-service-2019/

Graphic tees with fast food chains printed on them is pretty common. For example, “IN-N-OUT” burger tees are stocked high in all skating shops such as Pacsun or Tilly’s. Arby’s is taking a different approach to the retail scene by selling their merchandise exclusively through themselves, which I believe is a very smart move. We are in an era where exclusive apparel is all the rage. In fact, there is a whole resale market that exists. I would be shocked if there was not a large price inflation of these Arby’s boxes after the initial subscribers have possession of them.

Ad Weekly reported that these boxes sold out within an hour at $25 a pop with a six month subscription. Arby’s commented stating that they created these boxes for their most loyal customers. I have an Arby’s within ten minutes of my house and I have never seen more than one car in the Arby’s parking lot. I can’t say whether the boxes were sold out because they have limited boxes with a minuscule faithful following or because they have a large following that are dying to get their hands on this box. Either way the boxes were sold out and it shows that they have brand loyalty from the consumers of their curly fries and roast beef sandwiches.

I believe Arby’s put this project out either expecting it to be a complete tank or flourish greatly. With the success of this model I wonder if other fast food chains will hop on this wave and try and ride it into the sunset as well. Another aspect of this gear that intrigues me is the possibility for collaboration. Collaborations with well known brands such as Supreme and Louis Vuitton or Off-White and Nike were sold for well above an item with just one of their brand names on it. I would not expect it, yet wouldn’t be surprised if a brand like Supreme did a collaboration with Arby’s.

https://www.thrillist.com/news/nation/arbys-subscription-box-sold-out

Everyone knows less supply means a higher demand. For Arby’s subscription box it seems like superfans are fighting to get that next open subscription, which is thrilling news for Arby’s. It will be very interesting to see how far Arby’s will run with this idea. Will subscription boxes be the new faces of fast food chains? I guess we’ll just have to wait and see.