Future of Brand Building conference report - The Wharton School of ...

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Connecting the Touch Points to Appeal to a Specific Target Segment Tony Spring President and COO, Bloomingdale’s, Macy’s, Inc. 6/23/2011 Bloomingdale’s Strength: A Powerful, Recognizable Brand Identity Our brand identity matches nearly perfectly with a customer who says they “want to look the age they feel, not the age they are.” Our customers have a palpable, committed relationship with our brand; they want to shop us more. CassandraH.,Age35,Chicago BLOOMINGDALE’S Tecresha S.,Age25,Miami Naz L.,Age30,LosAngeles Bloomingdale’s Marketing Objective To engage the customer with relevant and compelling content that builds a stronger relation with our Brand resulting in garnering a greater share of her wallet. Marketing communications must convey that Bloomingdale’s: • Understands the customer – their lifestyle, their tastes, their passions, their needs – and is authentically integrated in the community in both words and actions • Is a destination for discovery – what’s new, what’s next in fashion and pop culture • Delivers an exciting/innovative shopping experience on a consistent basis – expect the unexpected Maximizing Media Mix in an Omni-Channel World Engaging and Inspiring the Customer through New Media Channels The Challenges: • Communication – Push and/or Pull Her Voice vs. Fashion Authority • Expanding Her Interaction with Our Advertising – Finding Hand Raisers • Staying Ahead of the Communication Curve While Not Leaving the Customer Behind Marketing 101 Reminder: Content is Still King! With the proliferation of channels to market messages it is more important than ever to get the content right. • Formatting Content to Fit the Medium – What Works in Print Doesn’t Necessarily Translate on a Smart Phone or Ipad. • Creative Challenge – We are Fighting for Her Attention and Time – How Do We Break through the Clutter • Disrupting Her Media/Shopping Experience with Relevant Content – What is Engaging vs. Annoying Testing and Learning Data Allows us to Step Back and Evaluate How New Media and Technology Engage Our Customer. We Are Currently Experimenting with: • QR Codes, Video, Texting, Social Engagement, User Generated Content • Using Digital Content to Help the Sales Professional Sell 4 6 Bringing Fashion Images to Life via Online Video March Fashion Campaign Testing New Media Distribution and Digital Forms of Engagements Created Multiple Videos to Provide Fashion Inspiration Across Channels 26 Baker Retailing Center
Connecting the Touch Points to Appeal to a Specific Target Segment Tony Spring President and COO, Bloomingdale’s, Macy’s, Inc. 6/23/2011 Extending the Reach of Videos via QR Tags Bringing the Customer into the Conversation Magazine Bloomingdales.com Mobile Newspaper Catalog Insert Digital Advertising Out of Home Distribution of Video Content through Static Media Customers Were Invited to Share Their Style in a Social Contest Style Contest Reach Extended In-Store Style Contest: Engaging Our Community Visual Display with Promotion Visual Display with QR Tag Contest Poster Bloomingdale’s Facebook Community Judged the Contestants Surprise and Delight Using Text Messaging Text to Win Using Mobile to Provide Animation and Engagement In-Store Window Display Poster Catalog Customers Were Invited to Text In-Store to Win Shopping Sprees Conference Report 27
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