The Red, White, and Blue is Going Green!
By now everyone who is keeping up with the latest news on the Olympics is sure to know that team USA’s clothing isn’t very American. News broke recently that the clothing was actually manufactured in China. This deeply upset many Americans due to the fact that the textile industry in the United States continues to struggle, and the Olympic clothing line would have been a great boost to the economy and morale. Ralph Lauren, designer of the uniforms, quickly issued a statement late last week saying that the clothing for the opening and closing ceremonies for the next Olympics, the winter games taking place in Sochi, Russia, will indeed be made in the United States. While it might be too little too late to fix the situation in the mind of Americans, Team USA sponsors are looking for every available opportunity to promote the United States in a positive light.
Regardless of the Olympians casual clothing, there is good news when it comes to the athletic uniforms they will be sporting in the 2012 summer games. With recent advances in technology and the growing desire for everything we produce to be environmentally friendly in some way, the athletic gear for Olympians has undergone revolutionary changes since games past. Nike, designer of the athletic uniforms for many countries in the games, is one sponsor that has especially taken this to heart. In order to boost both Team USA and the United States with positive publicity, they have come up with extremely innovative ways to make sure that the uniforms worn during the games are environmentally friendly in order to distinguish us essentially as our own brand.
Among some of the cool new features Nike has planned for the Olympic athletes is a ground-breaking cleat that promises to deliver lightweight performance and high-speed control for soccer players in game situations. The Nike GS (short for Green Speed) is what Nike is calling its lightest, fastest, and greenest cleat ever. Every single element of the shoe was purposefully designed to reduce weight and waste, making it the lightest shoe Nike has ever created; only 160 grams for a size nine. The shoe features mostly recycled and renewable materials. For example, the sock lining is made of 100% recycled castor beans. “When you can deliver a boot that combines high end performance and a low environmental footprint that’s a winning proposition for players and planet” said Andy Caine, global design director for Nike Soccer. You’ll be able to catch a glimpse of these amazing cleats in action during the Olympics when they will be worn by Nike sponsored athletes from around the world.
The soccer pitch isn’t the only place you’ll be able to spot state-of-the-art equipment however. The United States Men’s basketball team will be wearing uniforms that were specially crafted by Nike to be some of the most revolutionary basketball uniforms ever. Each white jersey is made with 96% recycled polyester and an average of 22 recycled bottles, making it 58% lighter than the basketball uniforms worn in the Beijing Olympics and the lightest national team uniform ever. The difference in weight from past uniforms adds up to roughly a full can of soda! According to Nike, the shoes for the basketball players will also be innovative, being equipped with special new features. The shoes will feature sensors that can measure how high the players jump and transmit the results right to the player’s smart phone. Nike also designed FuelBand, a bracelet designed for all Olympians that measures their different daily activities, including how many steps they take to how many calories they burn each day. It will be interesting to see if all of this new and improved gear will help our Olympians perform better.
While the above mentioned efforts by Nike prove to be extremely fascinating and fun to learn about, it’s easy to forget that the Olympics are not just about finding ways to ensure that our athletes perform better than those from other countries. As one of the biggest events in the world, each country essentially becomes a brand of its own and how they promote it is entirely up to them. Our own country’s image in the Olympics comes down to much more than the clothes and uniforms. Supporting Team USA is about national pride and what we as a country believe is important. By incorporating eco-friendly and technologically advanced themes in many aspects of this year’s games we are showing the rest of the world that being sustainable and green is something that is important to us and is a value that we stand behind collectively as a country. It gives viewers around the world a more personal look into what it means to be American and in turn will make it easier for them to relate to our country as a brand. Environmental enthusiasts and Olympic fans everywhere are sure to agree that green looks good, but that the meaning behind it is what's most important.
Contributed by Nicole Juliano
Big Brands Creating Buzz
There’s been a lot of buzz in the media lately about big brands who are taking to advertising and social media as a way to express their corporate viewpoints and opinions. Many might argue that these big brands are participating in risky behavior. When you have millions of fans and followers on Facebook and Twitter alike and are broadcasting advertisements for millions to see, chances are high that your brand will generate both applause and dissent. In an age where breaking news is never further then a click, share, and post away, can creating controversy be considered a marketing tool? Let’s look into two brands who are exploring this very question.
On the night of Monday June 25th Oreo surprised their 26 million Facebook fans by posting a photo of an Oreo cookie stuffed with seven layers of rainbow frosting in honor of Gay Pride Month. The caption with the photo read, “Proudly Support Love!” In the four days that the photo has been present on Oreo’s timeline it has received 276, 727 likes, 53, 646 comments, and 86, 542 shares. “Kraft Foods has a proud history of celebrating diversity and inclusiveness. We feel the OREO ad is a fun reflection of our values. There has been a lot of buzz about the image, and it shows how relevant OREO is to people even after 100 years,” said Basil Maglaris, associate director of corporate affairs for Kraft. The feedback on the photo has been greatly mixed, receiving comments such as “I’ll never buy Oreos again.” to “Awesome! I’ve decided to go on an Oreo diet!” Regardless of negative feedback, analysts at Radian 6 reported that 81% of the responses across all social media sites were positive. Oreo’s page has also gained another one million Facebook fans in the four days since the picture was posted.
Another brand creating waves over expressing their opinion is Denny’s. In a recently run television advertisement, the company set out to explain some of the reasons why America is so great. Among these reasons they mention the right to bear arms, otherwise known as the hotly debated second amendment. The advertisement has a lighthearted and fun tone which has some speculating that they aren’t entirely serious; however conservatives and gun enthusiast alike are thrilled with Denny’s. The YouTube video of the spot has been flooded with positive feedback praising Denny’s and promising to eat there more often. “Awesome ad! I just heard you guys are actually supporters of my rights, I'll be coming to Denny's more.” one commenter wrote. However, there is no doubt that those with a negative viewpoint of the second amendment will soon put up a fight against the advertisement.
Although there is no shortage of controversy when it comes to brands publicly making a bold social or political statement some would argue that this type of attention, be it good or bad, can essentially be spun into a marketing strategy. Both of these brands released materials that quickly gained a lot of attention and thrust their brands in the spotlight. The exposure came with loads of support and thousands of consumers swearing to be faithful to these brands because of the opinions they expressed. Brands in this position would be smart to take advantage of the limelight while they have it to further re-enforce their value to consumers. Although it’s impossible to please your entire fan base and you are sure to encounter resistance along the way, big brands that stand up for what they believe in are sure to gain respect and maybe a few more fans along the way.
Contributed by Nicole Juliano
Good Things Come in Great Packages
In a society driven by the importance of looks, package design is vital when it comes to brand image and is the best chance to make a sale based on looks alone. How many times have you been faced with a decision between two different products and let your decision fall on the design of the product or its packaging alone? I know I have been guilty of this more than once, which led me to consider just how important package design really is.
According to Marketing Week, up to 70% of purchase decisions are made in stores and are heavily influenced by package design and marketing. Product design involves form and can be used for a variety of functions. Some of these functions include differentiating your product from your competitors, giving a physical aspect to your brand’s personality, and to serve as a brand identity tool so that consumers are able to recognize it anywhere. Also, for many consumers bonding with package design marks the beginning of an experience with a brand and can spark product loyalty. The design of a product can be a very powerful marketing tool, argues Mike Smart, design strategist for Design Council. “Design gives form to the idea and the role of the designer is very much to understand and position themselves between the ideas world and the physical product on shelf. Designers have a focus on the craft of making something but maintain the integrity of the research behind that brand.”
One of the best examples of successful package design is Chanel No. 5 perfume. Now in its 90th year of production, Chanel No. 5 is the best-selling fragrance of all time all thanks to its classic and timeless bottle. The most important aspect of the perfume, the bottle, has remained largely unchanged since its conception in 1922. Back then the bottle was actually made of delicate crystal and featured a rounded top. But that container proved to be much too fragile for shipping. It was then that Coco Chanel made some modifications to the neck and stopper of the bottle. Her idea was to produce clean, simple lines and to feature the perfume itself with a translucent bottle. The simple white label with black type, which has also remained unchanged since 1922, it is a strong representative of simplicity and functionality.
Not all brands have been lucky enough to experience the same success as Chanel and are constantly on the lookout for new and exciting ways to get a leg up on their competition. Package designers have recently taken into account how popular social media has become and have started to integrate it into their packaging. In the United States you can now use an iPhone application to scan a special barcode on the packaging to receive information about the product. Previously brands were limited on what could be put on packaging by its size. Now, these barcodes will direct consumers to Facebook, Twitter, or others sites linking them directly to promotions, comments, reviews, as well as inviting real-time feedback.
Are you able to recognize your favorite products just by their packaging alone? Whether it’s the bright red and sliver of a can of Coca-Cola, the sleek and modern design of Apple products, or the distinctive styles of your favorite automotive brand, package design is among the first things that consumers notice about a potential purchase. For many brands package design is the deciding factor on whether or not their brand stands out or fades into the background.
Contributed By: Nicole Juliano
Twitter Changes the Game With Sports Partnerships
Twitter Changes the Game with Sports Partnerships
Twitter is now aiming to change the meaning behind the hashtag for sports fans everywhere. If you’re a sports fan then you are probably up to date on the latest scores, news, and announcements in the sports world. You might even follow your favorite athletes and teams on Twitter for this very reason. It was this segment of users that Twitter was focusing on when they decided to partner with NASCAR, ESPN, and other major sports leagues to co-produce social experiences around major sporting events.
The partnership between Twitter and ESPN marks the first time the social network site has signed a contract with a television network. The deal will allow advertisers to buy spots on both ESPN and Twitter in a single, two-for-one buy. “Working together, ESPN and Twitter are giving marketers a clear and powerful way to link on-air and online social conversations around sports. It’s the first time advertisers can engage the audience around ESPN’s premier content across screens and where the conversation is happening on Twitter.” said Joel Lunenfeld, Twitter’s Vice President of Global Brand Strategy.
On Twitter, the hashtag’s basic function is to serve as a content filter. But through partnerships with sports leagues, Twitter is turning the hashtag into more of a content destination for users everywhere. Up until now, when users click on a hashtag they are shown a variety of tweets from other users with the same hashtag.
But that will change for various sports events, when Twitter will curate tweets from the sponsorships so when clicked on they will give users more of an exclusive, behind-the-scenes look at the event. The tweets will be monitored and organized by Twitter in order to show a variety of selected tweets pertaining to the sporting event, instead of just one account of unfiltered, unrelated fan posts. After the event, the hashtag will resume its normal function as a content filter.
Starting with NASCAR and the Pocono 400 race, which aired on TNT on June 10th, Twitter promoted the hashtag #NASCAR to create buzz around the race. During the event Twitter ran its first official television advertisement which promised a more unique and connected experience if you went to their website during the race. Whether it was a picture from within a racecar, a photo snapped by a VIP onlooker or a tweet from a mechanic or car manager, Twitter could show you more than what you would see just watching the race on television.
Twitter and ESPN also teamed up for the NBA Finals to promote the “game face” hashtag. Fans are encouraged to upload pictures of their best game face throughout the finals and attach the #Gameface hashtag. At the conclusion of each game, NBA Tonight analysts will share their favorite photographs on-air and feature some in a photo gallery on their website, before revealing the final winner who will receive a grand tour of ESPN headquarters in Bristol, Connecticut.
The partnership between Twitter and big name sporting events is a win-win situation aimed to show other brand marketers that Twitter's hashtag pages are capable of driving traffic. “When sports fans around the world see a hashtag displayed on the air during a game or race, that’s a signal to them that there is a bigger conversation happening on Twitter,” said Twitter CEO Dick Costolo. Future events will offer a similar interactive experience, with new themes and dedicated hashtags to drive the sports conversation on Twitter. Some of the events on the horizon for Twitter and partners include The X Games, Road to the BCS National Championship.
Contributed By: Nicole Juliano
Facebook and Brands: A Match Made in Social Media Heaven
It’s the year 2012, and Facebook has acquired nearly 901 million users worldwide. That means that if Facebook users made their own country, they would be the third largest in the world! According to Search Engine Journal, users upload nearly 250 million photos, click the “Like” button 2.7 billion times, and spend roughly 20 minutes per visit every day on the site. As a brand, there is endless potential to reach current customers and their friends when your content is shared, liked and commented on. With so much user activity, it’s no wonder brands are spending a lot of time and money on their social media efforts. In an age where social media rules, Facebook helps businesses promote their brand more effectively by encouraging interaction with users – something that has become a must. Let’s take a look at a couple of different things Facebook is doing to make the site more brand-friendly.
Page Features
Many brands think that committing to a Facebook page will be too tedious of a task; however Facebook recently announced a few new features that businesses can use to help make managing their profile page easier once you get it set up. One new feature allows you to schedule future posts. Up until now, the only way to schedule a post was through a third-party application. Now you simply just click the clock icon in the status box and you can schedule a post, photo, or video up to six months in advance. Also, businesses can now pay a fee to have a post promoted. This means that the post will be shown in news feeds of the people who “Like” your page as well as anyone they are friends with, even if they haven’t “Liked” your page. Finally, businesses can now assign administrative roles to the people who help manage the page. There are five different roles you can potentially assign: manager, content creator, moderator, advertiser and insights analyst. All of these are added benefits to helping manage your page and maximize your exposure.
Display Advertising
If you’re thinking about advertising online, Facebook has to be one of the first considerations. It is the number one publisher of display advertisements, larger than Yahoo, Microsoft, Google, and AOL combined. Also, more than one million different websites are integrated into Facebook, making it the go-to site for consumers seeking ease and accessibility. Display advertising on Facebook can be extremely efficient due to the fact that it lets you specifically select your target audience by customizing important location, demographic and user interest information in order to ensure you reach the right people. Your ad will be shown regardless of what Facebook page they are viewing, which means greater exposure to those who will actually be interested in your brand.
Sum up
In today’s social media obsessed world, the question isn’t why you need Facebook; it’s why in the world aren’t you already on Facebook? Although your brand’s Facebook page is essentially a professional profile page, it should be treated as more of a social tool than if it were simply your regular website. Users and fans alike are able to ask questions, interact with content, see photos from behind-the-scenes, and watch cool videos related to your brand. Show fans a different and more interactive side of your business and Facebook will no doubt be a contributing factor to your success.
Contributed By: Nicole Juliano
For Your Best Night Ever, The Secret is Clear
If you are anything like me, you love the scoop on the latest and greatest hair and beauty products. Or maybe you enjoy relaxing by catching your favorite show on T.V. or browsing the internet. Either way regardless of your interests or media consumption preference, you have probably heard or seen some type of advertising for the new premium hair care brand Clear Scalp & Hair Therapy. Recently launched by Unilever, Clear Scalp & Hair Therapy is already sold in 42 different countries and has just recently made its way to the United States market, and already it’s making a splash.
One of the first things that came to my mind upon discovering this new line was wondering how exactly a new brand of shampoo and conditioners distinguishes itself from their abundance of competition. If you’ve been down the hair care isle at your local store lately, you know that it can be overwhelming with the large variety of options there are to choose from. To combat this issue Unilever is taking a new (and extremely interactive) approach to promote their brand and get the consumer’s attention. In their promotion for Clear, NBCUniversal’s Integrated Media along with Creative Partnerships & Innovations Group and Mindshare Entertainment have created one of the largest social television advertising campaigns to date. “In today’s crowded marketplace, it is more important than ever to rise above the clutter with breakthrough creative that engages audiences in new and unexpected ways” says John Shea, Vice President and Chief Marketing Officer of integrated media at NBCUniversal.
Advertising for Clear Scalp & Hair Therapy is focused around a multi-part mini-series that will air across several different TV networks including NBC, Bravo, E!, Oxygen, and Style as well as their online websites. Named “The Best Night Ever,” viewers follow two club-goers on their quest to gain access to the VIP room and have, well, their best night ever! Jane Krakowski, Giuliana Rancic, Andy Cohen and Tim Meadows are among the characters within the commercials. “Ultimately as our characters and celebrities prove, the secret to having your best night ever is not befriending the bouncer or getting to know the bartender, it’s about the confidence that great hair brings” says David Rubin, U.S. haircare marketing director for Unilever.
Viewers can tune in to watch segments of the series air during different programs on different networks and are then directed to go online to Clear’s Twitter or Facebook pages. Once there, viewers can gain access to an online video platform that allows viewers to make choices that affect the course of the series in real time. While viewers are there they can check out the latest information on the product and leave their comments and questions as well. “This is audience engagement at its best. By infusing entertainment into the Clear Scalp & Hair Therapy message, the campaign becomes a fun, shareable, impactful experience,” notes Barbara Biangiardi, Senior Vice President of Creative Partnerships and Innovation.
Marketing your brand this way allows access to direct consumer communication and allows your company to be more attuned to the ever changing trends in the market. Only time will tell how successful Clear Scalp & Hair Therapy will be in the United States, as the last part of the mini-series is set to air June 11th. With such an innovative marketing strategy where viewers are engaged with multiple screens yet exposed to only one product, it would be hard to imagine anything other than success for Unilever. As their campaign suggests, you can accomplish anything as long as your hair looks great!
Contributed by: Nicole Juliano
Charlotte's Got a Lot
In 2008 when I moved to Charlotte, NC I had no idea I was taking up residence in the “next big thing” city. I was fresh-out of college and not sure what to expect out of my new city that I more or less randomly chose to move to. But I unknowingly stepped right into what I consider the early stages of Charlotte’s coming out party to the world, and now just four years later this city is about to be put on its biggest stage with the DNC coming to town in September. It’s 2012 
and it’s Charlotte’s year, so let’s take a look at how we got here and why.
In 2008 as our country was experiencing the economic downturn that we all know too much about, and Charlotte was certainly not immune to the economic crisis but that’s not what this post is about. But instead how in the face of what could have been a major blow to the city’s image how city leaders and organizations were able to take a city full of charm and potential and brand it into what is now one of the fastest growing regions in the country through city branding.
In an increasingly globalized world different countries, states, and cities are in more and more competition with each other to capture the attention of tourists and potential new residents, which is why city branding has taken off as an important endeavor for any region.
City branding refers to all the activities that are undergone with the purpose of turning a city from a location into a destination. Rather than being advertising based, city branding is a community wide effort that is focused on delivering an exceptional experience that is both memorable and emotional.
Charlotte is the 2nd largest financial city in the U.S. only behind NYC, and has long been seen simply as that, a financial center. But it is through the Charlotte’s city branding efforts that has reshaped the city’s image to be so much more. It’s hard to put into words exactly how much Charlotte has to offer the world but the city’s official travel resource, Charlotte’s Got A lot, puts it best when they say:
“Amidst a growing cityscape, this destination delivers cultural distractions and attractions, dining and nightlife for every persuasion, and a Southern ambiance all its own. Charlotte’s a city where Olympic-caliber adventurers rub elbows with culture mavens; a city that appeals to both NASCAR heroes and finance leaders; and a city where Northern newcomers exchange smiles on the street with Carolina natives. Visitors are sure to be just as captivated too. A new rip-roaring coaster at Carowinds, some of the best retail therapy this side of Manhattan, whitewater rafting at the U.S. National Whitewater Center, and so much more to engage, excite, and exhilarate show exactly why Charlotte’s got a lot.”
From the city’s organic and undeniable charm to the more deliberately manicured streets and eclectic offering of activities it’s no wonder that Charlotte was selected to host this year’s DNC, and has been branded as the “international gateway to the south.” It continues to steal away residents from the north year after year as it continues to leave a lasting impression on all who travel through it.
Charlotte’s got a lot. It was branded that way, but more importantly stays true to its word, and I can’t wait to see what’s in store for this city in the coming years.
Red Bull is Killin’ It
As someone who holds a deep passion for the branding and marketing industry, I tend to informally monitor a brand’s progression over time. Just like most people in the business, I’m a bit of an industry critic – some brands I naturally root for and some I root against. Today, however, I want to talk about a brand that I’ve always been pretty unbiased towards… that is, until recent years. The other night while I was cooking dinner, watching television and browsing my iPad (welcome to 2012), my attention was briefly apprehended by Red Bull’s new TV spot. Not only was I impressed by the production value – impactful, dynamic clips of the Red Bull Team overlaid with an emotionally charged, motivating melody and voice-over – but it also caused me to say out loud to myself, “Wow. Red Bull is really killin’ it.” And here’s why.
Progression
Red Bull has been a pretty interesting brand to follow over its relatively short life. It was first developed and sold in Austria in 1987. It didn’t make it to the U.S. until 1996, and by that time Red Bull was starting to establish itself globally. And not only establish itself, but establish an entirely new product category. Red Bull was really the first to pioneer the global energy drink marketplace, which anyone would describe as courageous, risky and bold. So even at its pioneered essence, Red Bull was founded on characteristics it has spent so much time, money and effort trying its best to embody.
Flash forward to present day and a completely saturated (and regulated) marketplace, and Red Bull is still the world’s #1 energy drink company. In 2011, Red Bull pulled in $471 million in U.S. sales and held 44% of the energy drink market share, according to SymphonyIRI. But how do they continue to stay on top in such a crowded market? Well, the simple answer is branding. Red Bull has managed to create something that reaches far beyond its product offerings and even its industry. It has created a movement, a culture, and even a world – the world of Red Bull.
Here are a couple of ways Red Bull got there:
Vision
From the beginning, Red Bull realized how you market a product is just as important as the product itself. That’s why it invested in relationships – with people and brands that reflected similar characteristics. In 1989, Red Bull sponsored their first Formula 1 driver. Now, it’s hard not to see a Red Bull sponsorship at a sporting event - they even own a professional soccer team. And within the sporting world, they absolutely own the extreme-sports segment. Skateboarding, skydiving, wakeboarding, cliff diving, rock climbing, surfing… you name it, and Red Bull has some sort of stake in it. But it doesn’t stop at sports. Dance, music, film and gaming are just a few other categories that Red Bull is exploring. Its vision spreads far and wide, and there are no signs of slowing down.
Consistency
Consistency is what develops reputation. Red Bull has remained consistent at a high level for the majority of its existence. Red Bull’s messaging focused more on functionality in the early years as the product was introduced, and now has switched to a much more emotional approach. But even with the shift, its overall positioning has remained consistent. Just ask any consumer about Red Bull and their response will most likely leave you with, “It gives you wings.”
Execution
You can have a great idea, but if you can’t execute, nothing will ever come of it. Fortunately Red Bull knows how to execute, which might be its strongest attribute. Its efforts began with animated sketch-art advertising, to help showcase the product in an amusing, but functional manner (who can forget the “Pigeon” ad). Red Bull’s more recent marketing efforts have become wildly interactive and social, focusing more on the lifestyle it has created that surrounds the brand. Consumers are regularly visiting its website to explore and discover the world of Red Bull, looking for opportunities to hang with the brand. Red Bull even has its own media company, Red Bull Media House. So not only is Red Bull the content feature, they are also the content producer. Pretty amazing.
The remarkable thing about Red Bull’s brand is the fact that it has matured in such a short period of time. It went from a new product in a new category, to a cultural influencer in less than 25 years – not many other brands can say that. Without Red Bull, it’s hard to say where extreme-sports would be today. And I’m excited to see what’s in store for the future.
Louboutin's Defense Brings Color Branding into Question
Considered one of the most interesting fashion intellectual property cases in history, French designer Christian Louboutin filed a suit in August against French fashion house Yves Saint Laurent in an effort to protect his signature red-soled shoe. Back in court on January 24th after appealing the decision made in August, Louboutin now must wait for the decision that will determine the fate of the brand equity associated with his red-sole trademark. The identity of Louboutin’s brand hinges on his use of red soles. Those who buy Christian Louboutin shoes know that to don a pair of red-soled shoes is to show your sense of fashion and your appreciation for luxury.
The case calls into question the universal legitimacy of trademarking colors. If a designer can own a name, a signature print, and a logo, then is a color any different? Louboutin was given a 2008 trademark on the use of “China Red” for the soles of his shoes, which is now being called into question. Not the only company with a trademarked color, Louboutin has gotten support from Tiffany & Co. who owns the famous robin egg blue of all its packaging.
In August of 2011, U.S. District Judge Victor Marrero denied Louboutin’s request that YSL be prohibited from continuing sales of its monochromatic red-soled shoes on the basis that, in fashion, color does more than identify the commercial source of a product; it serves a creative purpose. On Tuesday, January 24th, Louboutin was amongst a very well-dressed audience in court in Manhattan where his lawyer argued to appeal the ruling by Judge Marrero.
Without red soles, Louboutin has nothing but nicely made, beautiful shoes, which may be worth hundreds, but not the thousands of dollars they currently sell for. Taking his red soles away would be like taking away Polo’s pony logo or telling Lacoste that their green alligator was fair game for anyone. Color is a crucial element of brand identity and recognition. Why should an iconic placement of color be treated differently than a logo or name when it is just as essential to brand recognition for Christian Louboutin as the swoosh is for Nike?
Contributed by Christy O'Keefe
Pinterest: A New Way to Market Your Brand
There are many websites out there that help us find the things we are interested in such as Google and Stumble Upon, but recently there has been a growing interest in organizing these likes and interests on one platform. And that’s where Pinterest comes in, and as it grows in popularity more than just its individual users are reaping its rewards. Brands too can benefit from Pinterest, as it has become an innovative way to share information, ideas, and more importantly products, and brands.
According to its’ website, Pinterest “lets you organize all the beautiful things you find on the web.” Pinterest is made up of many different boards, which have an overlying topic such as “Recipes” and “Fashion.” Each user’s board acts as a virtual pin board, where they can pin pictures, articles, or anything of interest from the web or uploaded from their computer. Users are using their boards for everything from redesigning a bedroom, to planning a wedding, to making a collage of favorite fashion designs.
Pinterest has become an innovative way for businesses to get their name and products out there. Because it allows users to share and gain information with ease, it makes the spread of ideas and information easier than ever. If a business has a product pinned on a very popular board, other users are likely to see the pin and click it which will take them to the business’ website. For example, if you see a pair of Nike tennis shoes pinned to a “Shoes” board and want to buy them, all you have to do is click the picture and you will be taken to the website where they can be purchased. Unlike Facebook, Pinterest does not have the option to create a corporate account, which can actually help a brand. With no corporate accounts, brands are not able to pin their own products, so customers must pin them instead. Customers pinning about a brand’s products instead of the brand pinning about its own products may be more effective. Customers tend to listen to and trust fellow customers more than a large brand. If they see a product they like that another user has pinned they will probably be more likely to purchase it because it is being promoted by another person like them, not a large brand. Pinterest is a new branch of social media that brands should take advantage of. Brands can capitalize on Pinterest by encouraging customers to pin products they like, which shares the product with the millions of people on Pinterest and is free marketing. Many brands may discover that they gain a great amount of recognition and business by letting the customers do some of the promoting.
Contributed by Keena Classen