Online Marketing: Pushing the Online Envelope
Brene Brown, researcher and author of the book "Daring Greatly," writes, "maybe stories are just data with soul."
I believe brand leaders make excellent storytellers. How are you remixing your data to find soulful opportunities to reconnect with your customers?
Pushing the Screen
Other companies are pushing the online envelope by reinventing the screen! Women's clothing store Kate Spade Saturday has made window shopping in New York City happen immediately with four walk-up, shoppable, interactive-storefront online windows. What a fun, customer-centric element to add to the already well-crafted brand experience … and, what a "shareworthy" story Kate Spade Saturday has given its customers when they are offline!
Target and Bed Bath & Beyond are just two examples of brands that are resizing their offers into timely mini-experiences with pop-up stores aimed at aggressively targeting the back-to-school business—specifically, the college dorm business. Both retailers have coordinated a seamless shopping experience for time-pressed parents and students and have surrounded these customers with an "always-on" platform to meet their needs.
With online shopping helps like "Campus Checklists," "Dorm Room Decorating" and "Moving Solutions," Bed Bath & Beyond expands its brand positioning to be the go-to resource and one-stop shop for this lucrative market segment. Taking it a step further, the home goods retailer has curated an entire section called "College Insider" that is chock-full of relevant online content (from cooking at college to travel tips to financial and health advice).
Target has increased its back-to-college product selection and continues to expand its Bullseye University with a twist. Here's how they describe it:
Welcome to Bullseye University, a first of its kind interactive digital experience that gives Target's college guests the opportunity to see what it's really like to live in a Target-designed dorm and then style their own. From July 15 through 18, the "roommates," played by five popular YouTube personalities, will be living in custom-designed Target dorm rooms, their experiences streamed live 24-hours a day on BullseyeUniversity.com. Viewers will have the opportunity to go online and interact with the roommates, participate in daily interactive experiences, shop back-to-college products featured in the dorm rooms and win prizes (more than 400 prize packs will be given away!). The roommates—Chester See, Meekakitty (Tessa Violet), Magic of Rahat, Brooke "Dodger" Leigh and Clothes Encounters (Jenn Im)—will interact with viewers in their dorm as well as the Bullseye University student lounge, where additional activities such as workout classes, magic shows and concerts will take place.
Andrea Syverson is the founder and president of creative branding and merchandising consultancy IER Partners. For 20+ years, Andrea’s joy has been inspiring clients with innovative approaches to branding, product development and creative messaging. She’s the author of two books about brand building and creating customer-centric products that enhance brands: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants and ThinkAbout: 77 Creative Prompts for Innovators. You may reach her at email@example.com.