DJ Rage: Elevating Dance Floors Worldwide

DJ Rage

Section A:

Background:
Tagline: Elevating dancefloors worldwide
Hashtags used by DJ Rage: ‪#djrage ‪#ragenation

Justin Harper, aka DJ Rage is a popular DJ located in the Orlando area. He has been DJ’ing since 1997 and specializes in spinning remixes in area clubs, weddings and special events all around the world.

https://vimeo.com/140330800

DJ Rage strives to enhance the experience of his audience. To offer total immersion with his music during a set, DJ Rage edits video (aka video DJ) with remixed music and uses them for projected background visuals.

https://vimeo.com/70244523

DJ Rage is the founder of FTC Productions, which is an event company handling special event production. They provide lighting, AV equipment and audio (recorded and DJ) for weddings, corporate functions and special events.

The primary audience For DJ Rage is 20-30 year old, young adults that go to clubs and like to listen to house music for the “club DJ” side of the business. For FTC Productions, the special and corporate event production side of the business, the primary target audience is a little older — adults aged 25-35.

 SWOT Analysis:

Strength
DJ Rage is a well-known DJ within the Orlando area and has a very large audience on social media. He has done many events both large and small and has references to back his talent.

Opportunities
The main opportunity for DJ Rage is his talent and ability to travel. DJ Rage already travels many times a year for work and if he can get gigs in larger cities and clubs, he may be able to extent his reach. He has a large social media following and these channels are an excellent opportunity to connect with many more potential followers by engaging and encouraging interaction with DJ Rage.

Based on my SWOT analysis, an integrated marketing communications strategy would lead to the best possible outcome for DJ Rage. By implementing a consistent brand campaign, targeting audiences using traditional (postcards, ads, posters) and non-traditional (social media, emails, e-newsletters, SEO) DJ Rage has the highest potential for success in growing his business and gaining more consumer engagement on his social media channels.

In conclusion, I believe that with some finessing, DJ Rage and FTC Productions could increase ROI by utilizing a more robust IMC. As long as DJ Rage is consistent in messaging and the process is organized, refreshing the website, social media and blog would be very easy and could increase consumer engagement and experience dramatically. DJ Rage has a great product — himself and his special event ideas. He just needs to self promote a little more efficiently by using social media hashtags, proper messaging which encourages engagement, cross-linking across social media platforms and ultimately, keeping his content fresh. Once a little time is set aside to create a simple editorial calendar, it would streamline the creative process and make easier to market across channels and maintain consistency. Thank you for your time.

LDI Conference & Tradeshow

The below post is a review of LDI tradeshow and is for educational purposes only. I am not affiliated with the show and am reviewing for a graduate class.

The Live Design International ( LDI ) conference and tradeshow took place October 19-25, 2015 at the Las Vegas Convention Center in Las Vegas, NV. It draws 10,000 attendees from around the world working in theater, concerts, clubs, theme parks and church stage design and live show/broadcast. LDI is where the leaders in the industry come to find the newest techniques, trends and check out the latest and greatest equipment. LDI is not only a tradeshow with an exhibit hall, it is also an educational conference — a place to learn from the Masters; have backstage tours to night clubs and Las Vegas shows; get technical training at the LDIInstitute and even earn college credit from UF School of Theatre and Dance.

LDI does a decent job on their social media posts. However the likes, comments, and shares have very low engagement on both Twitter and Facebook. I will say, it is a bit confusing because there is a social media presence for the LDI show and a separate one for LDIOnline, the later of which has higher audience numbers and slightly larger engagement. When reviewing the LDI tradeshow feed(s), it feels that the tradeshow brand is an afterthought and more focus is given to the LDIOnline social media presence.

LDI tradeshow posts were pretty standard to all tradeshows. Facebook and Twitter both featured posts highlighting the new mobile app with links to download; new product posts (I’m assuming, this a sponsorship requirement—gear galleries are usually “pay-to-play”); registration offers for classes/backstage tours (pre-show); invitations to events during the show, including happy hours, breakfasts and awards ceremonies (pre-show and during); and video links to equipment reviews (post show). Every post  featured #LDI2015 and booth or location information if the post was highlighting new product. 

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Below are links to the LDI tradeshow social media and a breakdown of audience numbers:

Live Design Online: combo blog/online magazine
Facebook:   5,197 likes
Twitter: 3,833 followers
LinkedIn: (not updated, has a logo from 2013)
YouTube: (nothing uploaded since 2014 show)
Mobile App

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Below are links to the Live Design Magazine, which is an online resource for the conference/tradeshow and gives more in-depth industry information and news stories.

Twitter :  7,257 followers
Facebook: 9,525 likes
Pinterest : 404 followers, 2k pins
Mobile app
eNewsletters, the LDI audience can subscribe to three newsletters; Live Design Wire (publishes M,T,W,F); Gear Wire ( publishes Th); Live Design Project in Focus (Occasional publication)

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LDI Facebook by the day:
The week leading up to show LDI posted about every other day.

Here are the stats during and a week after the show:
19: 2 posts (during show)
20: 1 post (during show)
21: 0 posts (during show)
22: 1 post (during show)
23: 4 posts (during show)
24: 7 posts (during show)
25: 2 posts (during show)
26: 0 posts (after show closed)
27: 4 posts (after show closed)
28: 1 post (after show closed)
29: 1 post (after show closed)
30: 0 posts (after show closed)
31: 1 post (after show closed)

The interaction with the audience was very low for this account. The most likes I saw was 61 for the below post giving a sneak-peek of the exhibit show floor before it has been staged, with a crane and rigging in the middle. The subject of the individual posts where mainly trying to get attendees to go to the Neal Preston “In the Eye of the Rock ’N’ Roll Hurricane” Exhibit or posts about new equipment.

The LDI Facebook post with the most engagement; 61 likes, one share and one comment.

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LDI Twitter by the day:
LDI is far more active on Twitter than Facebook. The week leading up to the show, LDI posted approximately 9-15 posts per day.

Here are the stats during and a week after the show:
19: 13 posts (during show)
20: 16 posts (during show)
21: 26 posts (during show)
22: 27 posts (during show)
23: 51 posts (during show)
24: 40 posts (during show)
25: 20 posts (during show)
26: 10 posts (after show closed)
27:  1 post (after show closed)
28:  3 posts (after show closed)
29: 8 posts (after show closed)
30: 6 posts (after show closed)
31: 4 posts (after show closed)

Posts for Twitter were primarily about new equipment found on the show floor or inviting attendees to sponsors booths and parties.

LDI 2015 New Product Twitter post.

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The Neal Preston photo exhibit, “In the Eye of the Rock ’N’ Roll Hurricane” got multiple tweets and FB posts during the show and were done to garner more attendance.

Facebook post on LDI Conference and Tradeshow feed. Sadly, only one like, and no comments or shares.

 

There was a “LDI2015 Booth Crawl & Scavenger Hunt” attendees were invited to and was teased on both Twitter and Facebook.

Twitter post for the #LDI2015 Booth Crawl and Scavenger Hunt.

Finally there was an “LDI2015 Awards Ceremony” and  “New Tech Breakfasts” that were featured on both Twitter and Facebook

#LDI2015 Awards Ceremony

HASHTAGS USED
#LDI2015; #LDIAfterDark

HIGHLIGHT
LDI featured a cool video chat that lived on the LDIOnline website, and was cross-promoted on Twitter. It wasn’t necessarily an actual video chat as it was the production manager Ola Melzig taking the viewer on a virtual tour of the newest, coolest equipment he found on the show floor. The recorded video(s) from Twitter posts after the closed and were uploaded at the end of October, and are currently promoted.

Twitter post of Ola Metzig and his new product video tour.

I am assuming part of this was a sponsorship obligation. (I used to work for a tradeshow company and that was part of our standard sponsorship package.) (Add image)

WHAT’S MISSING?
Overall I think LDI does a good job on social media. I don’t think it does them justice to have two separate feeds for the LDI tradeshow and LDIOnline. I think it dilutes the audience base and social media presence. By combining the accounts, it would give the social media team more resources to concentrate on one brand and would also give the team the ability to grow the audience.

I also think that this audience is very visual and an Instagram account could benefit the media mix and be an easy way to cross promote the social media channels.

Analytics Drive Marketing Strategy

The below post is an analysis based on Facebook Insights from the XYZ Company who specializes in heating and cooling (HVAC) systems located in Western Massachusetts.

AUDIENCE INSIGHTS
Although the Facebook audience is predominantly females aged 35–54 (57%), the reach is almost 50/50 female/male and more men aged 35–54 are engaged at 65%. The majority of fans are from the East Coast, primarily in Western Massachusetts, New York and Connecticut. The city of Amherst, MA (1,206) has the most reach, followed by Springfield, MA (708) then Chicopee, MA (514). Which makes sense because the cities of Springfield, MA (96) Chicopee, MA (33) and Hartford, CT (31) round out the top three cities where XYZ fans are based. Finally the cities with the majority of fans engaged are from Chicopee, MA (17), Holyoke, MA (11) and West Springfield, MA (5).

WHAT IS THE XYZ COMPANY’S AUDIENCE INTERESTED IN AND WHAT ARE THEY CLICKING ON WHILE IN FACEBOOK?
During the week of 10/31/2105 to 11/06/15 there were 489 likes, up 1.2% from the prior week and the reach was 1,704 which was down 34.5% from the week prior. The Post with the most Organic/Paid reach (485), post clicks (28) and likes/comments (10) was on Sunday, November 1 at 1:36 pm. The post referenced a Fujitsu* wall mounted heat pump. Given that the temperatures in the area started to drop during this time, I would assume the audience is starting to think about winter weather and how to keep their homes and businesses warm. The second post with the highest reach (294), post clicks (22) and likes/comments (9) also referenced the Fujitsu Heat pump and was posted on Thursday, November 5 at 6:29 am.

Facebook pages likes, reach and engagement.

However, if you look at the engagement since September, posts about the New American Standard gas furnace has hands-down the highest engagement of 1.7k reach on Friday October 16, 2015 at 9:42 am.

*The Jujitsu heat pumps in reference are wall mounted, ductless heaters. Some models serve a dual purpose of heating and cooling. 

According to the data, total page likes have been growing steadily since June 2015, but, the day-to-day likes have been decreasing. Likes have been categorized as coming from “Paid” likes which correlates to ads being placed in news feeds or on the right rails. (I would assume that XYZ ran an ad campaign when temperatures started to rise, targeting audience members who needed to get air conditioning or schedule maintenance for their air conditioners.) The Organic likes seem to stay the same, with one like or below with only one spike of two likes taking place between June 15 – 20.

Where Facebook Page Likes Happen

The data says there were more “likes” when ads ran as well as a higher “reach” when there was paid media running. Organic reach was very low and has been consistently since June. There looks like there was a lull in the month of September where nothing was posted and there were no Facebook page views at all. This was mitigated by a link from Google+ which caused a spike in referral traffic the first week of October.

Traffic on Facebook is not surprisingly the highest from 6—9 pm; at 3 pm and at noon with Fridays and Sundays having the most traffic.

AREAS OF IMPROVEMENT
After analyzing the data one key area of improvement would be on increasing SEO performance for organic searches. By optimizing keywords, tags, metadata and links, XYZ Company could increase its search results and get a higher listing in search engines.  I would also recommend XYZ to try pay-per-click sponsored ad searches to move their company to the top of search engine lists.

With an engagement audience which is primarily male, I would suggest XYZ to also try Twitter and maybe upload some quick informational videos on YouTube that can be cross-linked with Facebook and Twitter. The videos could be anything from when to clean your air filter to how to work your new digital thermostat.

XYZ could also start a blog in which helpful maintenance tips and equipment reviews are given, with links to the YouTube video mentioned earlier used to engage their audience.

Since it has been seen that engagement increases with posts that talk about heat pumps and gas furnaces from October to November, I would recommend that XYZ do a promo starting in October that would offer coupons for service or purchase. I would also recommend another campaign starting in June for an air conditioner campaign for purchase or maintenance. These promos are not only featured on Facebook, but also Twitter, the blog and via monthly e-newsletter. A referral program to engage current customers on social media and the website would increase awareness as well.

Another more traditional media recommendation would be two postcard campaigns in the Amherst, Springfield and Chicopee, MA area, one in summer highlighting air conditioner sales and service and the other in fall highlighting heating sales and service.

IN CONCLUSION
I believe XYZ Company could increase its profits on sales and service with some very targeted strategies emphasizing what their Facebook audience is already telling them. With consistent messaging across multiple IMC channels, XYZ company can build it’s fan base and in-turn grow it’s profits in a strategic way.

Epcot’s “November to Remember”

The below is a sample of social media content I would create if I were the social media manager for the Epcot Center in Orlando. I am not affiliated in any way with Disney or the Epcot Center and this social media calendar is purely a learning exercise for a graduate marketing class.

Goals:

• Increase overall awareness of Epcot
• Increase consumer engagement of the Epcot Facebook Account by 15%
• Increase consumer engagement of the Epcot Twitter & Instagram Accounts by 15%

In order to standardize my posts and to increase audience interaction by “training” them to expect certain posts, I am choosing to do a daily theme that will be used throughout November. Below is a list of the daily hashtags I will use as part of my plan to increase awareness and highlight events happening during the month of November in Epcot.

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Daily Schedule:

Monday:  Who says Mondays can’t be fun? (#EpcotMondayFunday) Tell us how you are enjoying your Monday in Epcot.  (Facebook/Twitter)

Tuesday: A Taste of Epcot (#TasteofEpcot) Tag your favorite foodie pics from all over Epcot #TasteofEpcot. (Facebook/Instagram)

Wednesday: Woman Crush Wednesday (#WCWCinderella, #WCWSleepingBeauty, etc. ) Who is your favorite princess? # pics with your favorite princess from Epcot to let us know who has your vote.  (Facebook/Instagram/Twitter)

Thursday: Epcot at night. (#EpcotNights) Tell us where you are enjoying Epcot when the sun goes down. (Facebook/Instagram/Twitter)

Friday: Flashback Friday (#EpcotFBF)—Tag your past Epcot travels. (Facebook/Instagram)

Saturday:  (#EpcotSaturdaySelfie)— Take a selfie anywhere in the park and tag it #EpcotSaturdaySelfie (Facebook/Instagram)

Sunday: Sunday Family Dinners are a tradition in many households. (#EpcotSundayDinner) Send in a pic of your family enjoying dinner at Epcot for a chance to be featured. (Facebook/Twitter/Instagram)

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November 1 – 7

Sunday, Nov. 1: We love Sunday family dinners. Show us your #family enjoying dinner at #Epcot. #EpcotSundayDinner #Food&Wine

 

Monday, Nov 2: Take back your Monday! How you are enjoying your #EpcotMondayFunday? #Food&Wine

 

Tuesay, Nov 3: The #Food&WineFestival is still here. So much #yummyfood. Tag your favorite food from all over #Epcot. #TasteofEpcot #Food&Wine

 

Wednesday, Nov. 4: Vote now! Who’s your #WCW? #WCWSleepingBeauty #WCWCinderella #WCWSnowWhite #WCWAriel  #Epcot

 

Thursday, Nov 5: Epcot comes alive at night. Where are you enjoying #Epcotnights?

 

 

 

Friday, Nov. 6: Check out our uniforms. #80flashback #EpcotFBF

 

 

Saturday, Nov. 7: It’s the weekend! Time for #EpcotSaturdaySelfies. Show us your best.

 

 

 

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November 8-14

Sunday, Nov. 8: Feeling nostalgic for Sunday family dinners. Show us your #family enjoying dinner at #Epcot. #EpcotSundayDinner

 

Monday, Nov 9: Make the other days jealous! #EpcotMondayFunday

 

 

Tuesay, Nov 10: Nom. Nom. Nom. So much to choose from. Tag your favorite food. #TasteofEpcot

 

 

Wednesday, Nov. 11: Eat with the Princesses at Akershus & tell us, who’s your #WCW? #WCWBeauty #Epcot

 

Thursday, Nov 12: Enjoying the fireworks. #Epcotnights

 

 

Friday, Nov. 13: Who doesn’t love robots and big hair? #EpcotFBF

 

 

Saturday, Nov. 14: #EpcotSaturdaySelfies. Wherever you are, take a selfie.

 

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November 15-21

Sunday, Nov. 15: Everyone put down your phones and gather round the dinner table. Show us your #family enjoying dinner at #Epcot. #EpcotSundayDinner

 

Monday, Nov 16: Who says Mondays can’t be fun? #EpcotMondayFunday

 

 

Tuesay, Nov 17: Decisions, decisions… Where should we eat today? We can’t decide. #TasteofEpcot

 

 

 

Wednesday, Nov. 18: Original Pricesses vs new Princesses? Who’s your #WCW? #WCWMulan #Epcot

 

 

Thursday, Nov 19: Four words. IllumiNations Sparkling Dessert Party. Make your reservations now. #YumandWow. #Epcotnights

 

Friday, Nov. 20: #EpcotFBF That time when @JessieandDave were vikings in #EpcotNorway. Send us your #EpcotFBF

 

 

 

Saturday, Nov. 21: #EpcotSaturdaySelfies. Smiles and #Epcot go together like peanut butter and jelly.

 

 

 

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November 22-28

Sunday, November 22: Remember to be #thankfulforfamily this week. Show us your #family enjoying dinner at #Epcot. #EpcotSundayDinner

 

 

Monday, Nov 23: Who’s ready to start the week off FUN? #EpcotMondayFunday  JaMMitors@FutureWorld

 

 

 

Tuesay, Nov 24: Would I like some cranraisin bread pudding in England? Yes please. #EpcotEngland #TasteofEpcot #RoseandCrown

 

Wednesday, Nov. 25: Come to story time at the Akershus Royal Banquet Hall. Who’s your #WCW? #WCWBelle #Epcot

 

 

 

Thursday, Nov 26 (Thanksgiving): After turkey, we are hanging in Epcot World Showcase tonight to watch fireworks. Where are you? #Epcotnights #Thankful #Family

 

Friday, Nov. 27: #EpcotFBF Where do we land this thing? Send us your #EpcotFBF

 

 

Saturday, Nov. 28: #EpcotSaturdaySelfies. Where else can you can eat lunch in Japan and dinner in Paris?

 

 

 

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November 29-30

Sunday, November 29: Take a a break tonight and eat with us. Show us your #family enjoying dinner at #Epcot. #EpcotSundayDinner

 

Monday, Nov 30: Make Monday a day to remember. #EpcotMondayFunday

 

 

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My Favorite Blogs.

What can I say? I can’t help it. I’m a sucker for design, home decor, fashion, food and travel. Oh Joy!, Gluten Free Girl & the Chef and Wit & Delight can keep me entertained for hours because of the fresh, original content. While Oh Joy! and Wit & Delight inspire my home’s decor and professional design with colorful, funky, indie finds and minimalist approach, Gluten Free Girl & Chef helps me eat safely even with a gluten intolerance.

Oh Joy!

Oh Joy!’s, “What’s in my bag” post.

Oh Joy!’s Joy Cho has been blogging for about 10 years. She started out as a graphic designer and was able to parlay her design skills into a highly successful, professional blog now run by a team with Joy as the leader and “face” of the brand.

Joy Cho

It is not only a blog, but also has e-commerce, which sells books inspiring others to create blogs and does freelance design for companies like Target, Land of Nod, Urban Outfitters and Solly Baby. (A personal confession, I became “mildly obsessed” with Oh Joy!’s designs while shopping at Anthropologie quite a few years ago.) As a designer myself, I appreciate the posts on design style, DIY projects, travel stories, career motivation and her take on enjoying life through the trials and tribulations of being a successful, full-time creative wife and mom. When you read her blog posts or watch videos, you feel like you are taking a journey with a friend because of her relate-able, conversational style. Original content (including pics and video) is uploaded every day on the blog and is promoted on Instagram, Facebook, Twitter , YouTube and of course Pinterest which make the brand easy to find and easy to share on social media.

Joy Cho and baby Coco, who is featured in many of Oh Joy!’s posts and social media.

Oh Joy! has quite a few followers — 252K on Instagram, 13.1M on Pinterest, 66K on Facebook and 77K on Twitter which are driven back to the blog with links. Conversely, the blog has social share buttons at the end of every post. When you subscribe to the Oh Joy! blog, content is pushed directly to your inbox everyday. The blog does contain endorsed or sponsored content, but it is not blatant. (There is an asterisk or “courtesy of” in the caption to indicate paid content.) If I had to change anything about the Oh Joy! blog, I would recommend posting even more video, adding podcasts to increase readership and share-ability and “sponsored or pinned for you pins” on Pinterest.

Gluten-Free-Girl

Gluten-Free-Girl blog post encouraging readers to have gluten-free potlucks with friends

Gluten Free Girl & the Chef is also a successful, professional blog about living gluten free (GF) and is run by Shauna and Danny (the Chef) Ahern. For the few of us “blessed” with Celiac or gluten intolerance, you’ve probably heard of Gluten-Free-Girl recipe books and blog. Along with links to their books, videos, in-person baking classes and e-commerce site, Shauna posts fresh content a few times a week for those living a GF lifestyle and her husband Danny (James Beard award winner), is the chef supplying yummy recipes to make you feel like you are eating regular food.

A recipe for baked halibut with asparagus, leeks and dill by Gluten-Free-Girl

Blog readers can subscribe to weekly emails and they even have an app which helps navigate GF holiday cooking. Both Shauna (199k followers) and James (7K followers) post to Twitter, Facebook (112k likes), Instagram (21.5K followers), Pinterest (3.4k followers) and there are a few how-to videos posted on Youtube. All of the posts can be shared via social media which helps drive traffic to the website and vice versa.

Ad for Freschetta gluten free pizza on the left rail.

The site does have a prominent ad under its navigation. There are also multiple sponsors of the site, each with links to individual blog posts written about the company’s food products and link back to the company’s website. In return, the individual sponsor’s website links back to the Gluten Free Girl & the Chef which increases traffic. In my opinion, the actual content is great, but it is a little hard to follow and navigate. I would re-architect the site to make site navigation easier and highlight the great photography which would lend itself to a better design. Also, I would increase the video quality on youtube. Most people are ok with lower quality video on blogs, but personally, I like higher production value.

Wit & Delight

The Wit & Delight Blog

Finally, Wit & Delight, is a very successful, professional lifestyle blog started by Kate Arends with over 2.9 million unique followers. It is a bit of a hybrid as it’s content comes from Kate and a team of bloggers predominantly from Minneapolis or Chicago. With fresh daily content about home decor, design, beauty, fashion, lifestyle (book reviews, travel) and witty random musings, Wit & Delight has something for almost everyone and even has an e-commerce site filled with their favorite products curated from blog posts.

The specially curated e-commerce site.

I personally found the blog through a “picked for you pin” on Pinterest which has 2.9M followers, but they also have other social media channels including Twitter (11.9K followers), Instagram (204k followers), Tumblr and Facebook (8k likes) which all tease content from the blog and link back for more in-depth information. Wit and Delight has also designed home goods for Target which helped them increase their blog and social media following. There are no ads on the site but there are sponsored/endorsed products for posts and they do sponsored contests with give-aways.

Sponsored Skin Care Giveaway on Wit & Delight.

I don’t think Wit & Delight lacks any content, but I would like to see a regular podcast so commuters can listen without having to go online. This would still drive traffic to the site while allowing more users to access the content. I would also like to see more behind-the-scenes video as well. To me, the sideways left side navigation is not intuitive, so I would re-architect that to top navigation.

Links:

http://ohjoy.blogs.com

https://glutenfreegirl.com/

http://witanddelight.com/

A Perfect Mix of Push & Pull

Target is a master of consumer engagement through utilizing push and pull techniques. Although Target does have multiple campaigns running simultaneously to influence specific audiences, every media channel both on and offline are cohesive in creative and when seen together fit within the over-arching brand strategy seamlessly. In-store promotions have the same brand personality as ads, direct mail, weekly deals, website, Cartwheel App, A Bullseye View blog, digital ads and etc.

Target outdoor billboards.

A Bullseye View, Target’s blog.

Cartwheel App navigation and virtual map.

Weekly mailer featuring “It’s a Plaid, Plaid World” Campaign.

Target’s offline push advertising consists of TV commercials, direct mailers, print ads, in-store signage (including floor decals, window clings, in-store displays and digital hyper-walls) all aimed at influencing the consumer to purchase. All of their traditional media pushes consumers online to the website, Cartwheel app or in-store to purchase or to retrieve special offers. They also offer in-store service pushes like the Beauty Concierge and Baby Advisor services where knowledge staff members help customers with buying decisions.

“It’s a Plaid, Plaid World” in-store display.

Target In-store digital hyperwall with product display which features sales of the week.

Weekly mailer with QR Code linking to website.

A new print push technique Target debuted uses Shazam to add augmented reality to print ads running in Vogue magazine. By scanning the page with the Shazam app, pull strategies launch on your iPad or smart phone such as behind the scenes video, photos, special click to buy deals and blog posts. This particular campaign featured Target fashion highlighting New York Fashion Week (#NYFW) and was even meshed with the “It’s a Plaid, Plaid, World” campaign. (The #NYFW and “It’s a Plaid, Plaid World campaigns were also featured on Target’s Facebook, Twitter, Pinterest and Instagram accounts.)

A behind the scenes look atTarget’s “It’s a Plaid, Plaid World” and #NYFW on Vogue.com.

When you hover over the Vogue print ads with your phone or iPad, video pops up to augment the content. Here are some examples:

 

The company uses online push advertising with the Cartwheel app, e-newsletters and Target account email e-blasts and CSR pop up windows to name a few.

Pop-up customer service help

An online Push marketing custom skyline banner at top pops up on pages.

“A Bullseye View” blog email newsletter signup, as well as social media links.

Online push, Cartwheel custom email.

Cartwheel push message sent to users smart phone.

For Target’s pull marketing, they add to the consumer experience with fresh content of the A BullsEye View blog, user product reviews, Behind the Pin video DIY help guides, custom shopping lists, Blog e-newsletter, behind the scenes YouTube video, look books. Their social media channels include links as well to improve the user experience and share-ability.

Online pull content, “A Bullseye View” blog post related to #NYFW and “Vogue.”

As seen on Target’s Twitter feed. #NYFW party on Periscope again featuring #NYFW and “It’s a Plaid, Plaid World” campaigns.

Instagram post, “It’s a Plaid, Plaid World.”

Throughout Target’s website and Cartwheel mobile app are opportunities to not only follow the company’s social media channels, but also share to your own social media accounts.

Links to social media which run at footer of every page or along the sides.

In my opinion, Target does a pretty great job of utilizing many push/pull techniques in their touch points. Frankly, I’m surprised how well they do considering how many touch points and services the have. But Target’s goal of increasing the shopping experience is hard to miss. One recommendation would be for users to add images and video along with the online reviews, but that would entail extra monitoring by Target and could have potential problems. Amazon uses a similar technique in their customer review sections and has increased the online shopping experience. Another pull strategy could be to allow online groups, again like Amazon does, so you can connect to other consumers with the same hobbies and shopping likes.

In September 2015 Target launched LA25. A pilot program where they are building test stores to launch new programs, services and digital products to increase the consumers shopping experiences with the end goal to increase sales. Maybe after Target does some more in-store and digital testing we will see even more improvements for the consumer while increasing profits.

Source links:

http://www.nytimes.com/2015/08/10/business/media/with-visual-recognition-vogue-ads-link-to-target-products.html?_r=0

http://www.digitaltrends.com/mobile/shazam-digital-recognition-new-target-ads/

http://www.nytimes.com/2015/05/21/business/target-q1-earnings.html?action=click&contentCollection=Media&module=RelatedCoverage&region=Marginalia&pgtype=article

http://www.vogue.com/TargetStyleMarketing/target_desktop/index.php

https://corporate.target.com/article/2015/08/plaid-fall-look-book

http://nymag.com/thecut/2015/06/adam-lippes-is-the-latest-target-collaborator.html

http://nymag.com/thecut/2015/08/targets-fall-collaboration-is-full-of-plaid.html#

https://corporate.target.com/Carousels/2015/08/Plaid-Lookbook

https://corporate.target.com/article/2015/09/la25-announcement

My Favorite Brand

I don’t even need to tell you the name. You instantly recognize the brand identity — the red bullseye logo. Whether you call it by the proper name Target or by my favorite knick-names, “Tar-jay” or “Red Circle Boutique,” you know as soon as you enter the store where you are and what to expect from your shopping experience.

You know that you went in for toilet paper, but you will walk out with other things you didn’t know you needed. There are even popular videos and memes about the “Target phenomenon.”

Every touchpoint inside the store from uniforms, shopping carts and signage; to social media channels; to traditional print ads, TV commercials and billboards — the brand personality of Target resonates with acute clarity and synergy. Its voice is funny, a little quirky, modern, bright & cheery and always helpful —this is reflected with great ubiquity in any thing you see and hear about Target online and off. 

There are Target customer advocates from all walks of life, rich and poor, single and married, all with diverse backgrounds. A recent story became viral when Mike Melgaard, one of Target’s loyal customers was so dedicated to the company, he posed as a customer service rep on social media and responded to Target “haters” over new gender neutral areas in toy aisles. After Target discovered what was happening, they responded to the customer service troll in quick-witted Target form. Even while responding to internet comments, Target always maintains consistent message and tone with style and humor.

According to Eric Hausman, senior group manager of PR and social media at Target, the company doesn’t believe in hard-sell tactics and would rather build long lasting relationships with its customers. “Consumers want to connect with brands. They want to understand who we are and what our stories are, ” Hausman says. 

And with Target’s many social media channels, blog and mobile app, they try to engage the consumers thereby extending the consumer experience.

The newest addition to Target.com I recently found is the “Behind the Pin Series,” which features quick video and step-by-step directions on how to DIY some of your favorite pins from Pinterest without #pinterestfail-ing. They use catchy hashtags like #kaboom which help the posts go viral and are branded within the same Target style, voice and tone.

Behind the Pin Series, “pb & yay” How-to Video Click here to view.

#Kaboom How-to make fruit skewers. Click here to view.

A touchpoint which proves Target is a true brand leader is the commercial creative which runs on both TV and its YouTube.com channel. Many have gone viral over the years and some are even considered cult-classics.

One of which is my favorite commercial of all-time — still has me saying “glitter” with jazz-hands.

Here are some of the newest commercials aired online that have given Target the “rules the internet” comment on their feeds.

A popular engagement tool Target has chosen to launch is “A Bullseye View” its own online magazine. Target works with over 16 bloggers to write content for their posts. it has over 100,000 unique visitors a month.

“A Bullseye View” online magazine. Click here to view.

As well as print ads, billboards and TV,  Target has many online touchpoints which help the retailer achieve brand awareness and consumer engagement. Here are links to all of Target’s social media channels: 

Facebook 

Instagram

Pinterest

Target Pulse Blog

YouTube

A Bullseye View

Cartwheel Mobile App

Vine