Friday, October 31, 2014

Tailgate in an RV?

The RV industry has announced a new campaign based on the strategy of positioning RVs as the ultimate party venue.  To communicate this idea to its target, the trade association has launched the Tailgate Tour.  The intent is to have a major presence at select marquee football games complete with famous chef  and player appearances, photo ops, games and giveaways.  Oh and yes, you can check out the RVs too. 

The effort also includes experiential events with Outside Magazine, Garden & Gun and Country Living.
(Faw, 2014)

This is a huge change from their previous effort which focused on the idea of using RVs for guest houses.  

Here is a link to the blog that I wrote about it.

That effort started five years of consecutive growth for the industry.  Do you think this campaign will do the same?

Faw, L. (2014, October 30)  The Richards Group Activates Experiential Campaign To Expand Appeal of RVs.  Retrieved October 31, 2014, from

Friday, October 24, 2014

Will you post a "Poland Spring Cheer" for your family and friends?

Every year when I watch the New York City Marathon I look out my window and admire the Poland Spring water station a few blocks north at mile 17.

This year, Poland Spring has decided to enhance their effort with social media and sampling. 

They are encouraging runners to create "Poland Spring Cheers" videos to thank the family and friends who support them.  Sharing will take place on Facebook, Twitter and Instagram.  They can be shot at a booth at the kick-off event, and then at the fitness expo.  The effort has been promoted by some well-known running bloggers.

For the rest of us, Poland Spring will be giving out free bottles of water in the Union Square subway station to complement the campaign they are doing. (Lukovitz, 2014)

So what do you think?  If you are running will you create a video?  If you aren't will you enjoy your free sample?  And after it's all over will it make you want to buy Poland Spring water on a regular basis?

Lukovitz, K. (2014, October 23)  Poland Spring Runs Video Campaign for NYC Marathon.  Retrieved October 24, 2004, from

Friday, October 17, 2014

Will promoting Gap Factory be a winning move for The Gap?

A few weeks ago we had a discussion about the fact that it is no longer clear who The Gap's primary target audience is.  That's a problem. 

Not surprisingly Gap Global's August sales declined by 6% versus previous year.  And it was announced that a new CEO will be coming onboard in 2015. (Gap, Inc., 2014)

In the meantime however, there's the critical holiday selling season to be considered.  Interestingly the focus seems to be on Gap Factory, the fashion outlet that carries an exclusive line of value-positioned styles guided by George Kotsiopoulos, co-host of E!'s "Fashion Police."

A new star-studded holiday campaign is scheduled to launch next week.  Featuring supermodels and male athletes, the effort will include print, outdoor, and social media.  (Rodriguez, 2014)

So what do you think?  Is this a good idea?  Will celebrities be able to increase sales?  Or should they be concentrating on their core brand and messaging?

Rodriguez, A. (2014, October 17)  Gap Factory to Launch New Star-Studded Holiday Push.  Retrieved October 17, 2014, from

Friday, October 10, 2014

Home is Joy.

Whirlpool has launched a new campaign based on the idea that "every chore is an act of love."  The company acknowledges that while chores are a drag, they are also a way that we show our families that we care. (Baar, A.)

Maybe they are fans of Gary Chapman's book The Five Love Languages, which mentions "acts of service" as being one way people express their feelings. 

But I am reminded of an idea McCann-Erickson pitched to them in the mid-90's.  In developing it, we discussed the fact that people do not manage their homes but rather create them, as an act of love.  The brand essence we presented was -- Home is Joy.  They ran away from the room as fast as they possibly could! 

So what do you think of this approach?  Will it be effective?  Think about the strategy first, then take a look at the execution and decide.

Baar, A. (2014, October 7)  Whirlpool Wants To Change Idea of 'Chore'  Retrieved October 10, 2014, from