When sparks & honey, a New York marketing and advertising agency, planned their campaigns for 2016, they used Cubeyou to uncover details on their target’s lifestyle, habits and interests. But that’s not all they uncovered. Using information on their target’s interests, sparks & honey was inspired to form partnerships, find more media opportunities and provide meaningful insights to their creative team. In short, by focusing on interest instead of consumption, sparks & honey changed how they thought about strategy.
Under Armour is a sportswear company with one of our favorite taglines: “Everything here is built to make you better.” The company’s CEO is Kevin Plank, a former University of Maryland football player who has made it clear that his goal is to dethrone Nike as the world’s top retail sports brand. Under Armour has a shot – even though Nike still makes 10 times as many sales, Under Armour is growing three times as fast. Last year, Under Armour won Ad Age’s 2014 Marketer of the Year award for its “I Will What I Want” women’s campaign, which finally allowed them to expand their appeal across gender lines.
Currently, Kraft Heinz is reviewing its creative accounts with an eye to cutting costs - and the company is actively looking for agencies to come up with creative marketing ideas (while the work itself will be outsourced to production houses). Most likely, this review will involve Heinz's incumbent agencies: McGarryBowen, Leo Burnett, Taxi, CP&B, Cramer-Krasselt and David.
Surfing, mountain climbing, skiing, fishing, kayaking in the wilderness - the Patagonia brand lives and breaths passion for the outdoors. Not surprisingly, so do its customers. Patagonia isn't one of those brands that pays lip-service to the outdoors while selling to plaid-clad hipsters. Their customers really are the people who are scaling sheer cliff faces and tearing down snowy hillsides at one-hundred miles per hour.
The newest “new face” of Old Navy is Julia Louis-Dreyfus, at least after Amy Poehler took her beautiful face elsewhere. And, if you go by the demographics of the clothing brand’s recent spokeswomen as any indication, Old Navy’s target audience should be between 44 (Poehler) and 54 (Dreyfus) years of age, female, and fans of comedy. But you know what they say about assumptions – they don’t fit very well in skinny jeans. So we took a deep dive into the consumers of Old Navy to see who they are, where they live, what they like, and who they look to for lifestyle inspiration.
Have you checked Google Analytics lately? If it’s been awhile since you’ve delved into your data (at least on that platform), you may be surprised at how Google has grown. Now Google Analytics can tell you much more about your audience than how many unique views you’ve gained in a month. They’ve expanded into more detailed demographic information with their Audience data.
Business-to-business and business-to-consumer marketing strategies have much in common. After all, whether you want to attract a business client or a consumer, you’re still ultimately trying to communicate with a person. That person has goals, problems and hopes, which a strong marketing strategy should tap into. However, the fundamental difference lies in how that person makes his or her final decision.
Who, besides Tom Brady, thinks that Donald Trump is a viable presidential candidate? That’s the question circulating around our office this month – and we’re not alone. Even The Atlantic ran a headline begging the question “Is Running for President Donald Trump’s Worst Business Decision Yet?”
Burning Man kicks off at the end of August, and for a week, the most creatively inspired collaborative wonderland of the year takes form in the acidic sands of the Black Rock Desert in northern Nevada. The sun burns, the sand burns, the man burns – a ritual conflagration of a giant wooden effigy – and the social experiment of art, radical self-expression, and cooperative community-building burns brightest of all.
The sportswear market in the United States is exploding. Many apparel companies are trying to figure out how to capitalize on this wave, so we thought we’d take a look at two footwear companies that have significantly expanded into the activewear market: Nike and Reebok.
For a long time, the traditional market for sportswear had been focused on men in their 20s and 30s, but this is no longer the case. If Nike and Reebok are smart, they both should be looking to increase their appeal to women, for good reason. On average, women spend 21% more on clothing than men, even though men typically spend more overall (source: Intuit Consumer Spending Index).
As of July 2014, one of these two companies seems to have gained a stronger foothold in the women’s market. The percentage of Nike fans who are women numbers 43%, vs. only 30% for Reebok fans.