Thursday, April 25, 2013

Have you shopped at the Better Homes & Gardens online store?

Last August, the venerable (92 years old) Better Homes & Gardens magazine, added a shop section to enabling it to sell the products it recommends in its magazine and website to consumers.  With over 500,000 products available and 5.6 million monthly visitors it is well on its way to becoming an e-commerce powerhouse.  In fact the site’s traffic is already on par with Victoria’s Secret, Cabela’s and HP Shopping. 

Janell Pittman, general manager for says “We are making it very easy for readers to buy what they see.”  (Enright, 2013)

It sounds like it.  So what do you think?  Will they buy?  And will marketers want to participate?

Enright, A.  (2013, April 24)  Magazines create their own form of e-retailing.  Retrieved April 24, 2013, from

Thursday, April 18, 2013

Will you buy beer from the most interesting man in the world?

Dos Equis is launching new creative as part of their long running (it began in 2007) “The Most Interesting Man in the World” campaign.  The tv commercials, print ads, online and out-of-home ads position Dos Equis as the premium beer of choice for people who want to live more interesting lives. (Irwin, 2013)

The new spots aren’t posted yet, but here’s one from 2012 in case you missed it.

So, what do you think?  Does the positioning speak to you?  Does it make you want to buy Dos Equis?

Irwin, T. (2013, April 15) Dos Equis ‘Most Interesting Man’ Returns.  Retrieved April 17, 2013, from

Thursday, April 11, 2013

Do you want to meet for drinks at the GQ Bar?

While the recession, and the move from traditional print to digital channels, has put some magazines out of business (most notably Newsweek) other publications have begun rethinking their strategies and redefining themselves as brands.  While many are trying to simply move their content to online, mobile and social media outlets, others are taking a more holistic approach.  Thus we now have “GQ bars” and “Vogue CafĂ©’s.”  And in London, the “Conde Nast College of Fashion and Design” starts classes this week. (Anaya, 2013)

So what do you think?  Will line extensions save these brands, and will advertisers embrace them as part of their multi-media campaigns?

Anaya, S. (2013, April 8)  Drinks at GQ?  Retrieved April 9, 2013, from

Thursday, April 4, 2013

Will jumping on the Walking Dead bandwagon work for Solixir?

Solixir, a maker of energy drinks is launching a zombie-spoof campaign in Chicago – “Fighting the Working Dead One Can at a Time.”

Campaign tactics include: domination of Chicago’s rapid transit system, deployment of Working Dead zombies in high-traffic areas, street teams doing sampling in the Loop Business district, and a Facebook contest.  Check out the article below for more details.

So what do you think?  Will this be a successful way for a small company to make a big splash?

Lukovitz, K. (2013, April 2)  Solixir Energy Drinks In ‘Working Dead’ Campaign.  Retrieved April 3, 2013, from