Crate & Barrel has hired Reese Witherspoon to be their
first brand ambassador. The partnership
includes selling a selection of products from Reese's line - Draper James -- at
Crate & Barrel. And in 2018, the two
will co-design a line.
But first up is the holiday season. Here is the commercial...
So, what do you think?
What target market will be attracted to this communication? What personality types? People styles? And most importantly why? Also what techniques is Crate & Barrel
using to connect with their target?
Oh, and do you think it will work?
Stein,
M. (2017, October 11) Reese Witherspoon Spoofs
Her Entertaining Skills and Reveals a Collab That Will Make Shopping Her Line
Easier. people.com. Retrieved October 11, 2017, from
14 comments:
Hi class!
Happy Friday!
I do not think this commercial will work. It lacks all information about the company (Crate & Barrel) itself. In my opinion, it appears that Crate & Barrel thought collaborating with a famous actress would be enough. Unfortunately, this is not the case.
Perhaps the commercial appeals to the Generation Xers; I say this because we have learned this semester that the Generation X population tends to latch onto celebrities. Specifically, it targets a stay-at-home mom between the ages of 28 and 40. This individual enjoys company and tends to have people over often.
All that said, I must say, yes, the commercial is hilarious. But, if I have learned anything so far, being funny is not enough to boost sales. It seems as if the company lacks a strategic plan with regard to the commercial.
I cannot wait to read all of your thoughts!
See you Tuesday!
Grace
I believe that the target market for Crate & Barrel is women between the ages of 30-45, who enjoy decorating their home for the holidays. However, I do not see this commercial being successful, I saw it a couple of times and really didn’t make the connection.
I think the personality type that would fit this commercial would be that of an ESFJ, the reason I say that is because I am an ESFJ and in the commercial Reese Witherspoon us extremely social with everyone at her event. She, along with her decorations and food are the center of attention. This personality type is also known to look for social approval based on the things that they purchase, and it is evident that everyone like her decorations.
The use of a celebrity shows that Crate & Barrel is trying to reach out to those consumers who purchase things based on the celebrities who endorse them. As we know, generation X is one of the audiences that fit that realm.
Celebrities are playing a significant role in modern culture and consumption patterns, serving as arbiters of taste, style and public opinion the world over. Their endorsement brings attention, credibility and other intangible benefits to a brand.
I think Crate & Barrel is trying to transition from the traditional catalog and other direct-response marketing, and increase sales by conventional television, online and on screens in stores.
The commercial does not focus just on furniture, but it provides an emotional connection with the consumers. The basis for the campaign is an audience truth, which once people buy an item for the home, they don’t think about it anymore, but they remember the experience of living with the furniture.
In the commercial, Reese Witherspoon is entertaining friends and family for a holiday and provide reflections of how she was able to pull things together from decorating the tree, to cooking the meal using Crate & Barrel's utensils and products.
I think Reese Witherspoon is portrayed as an authority on home entertaining and conveying the message that Crate & Barrel have quality products that are good enough for a celebrity to use.
This commercial may be appealing to women between the age of 27 to 50 because they are most likely married and settled into their homes and at a stage where they would have family and friends for dinner.
In my opinion, I like this advertisement, it’s interesting. In the commercial, Reese Witherspoon invites friends to her house and have dinner together. It shows how Reese Witherspoon decorate the Christmas tree and make the cranberry sauce by using Crate & Barrel’s products. In this ad, they are trying to use celebrity to attract more and more consumers. This advertisement is targeting women and age between 27-45, who get married. They are housewives or they have a free form work. They like to decorate their houses. Actually, I think the techniques Crate & Barrel uses to connect with their target is celebrity. When people watching this ad, they will think Reese Witherspoon use Crate & Barrel’s products, do I also need to buy it to decorate my house?
Jinjin Lu
I think this collaboration with Reese Witherspoon and her line Draper James will be a success for Crate & Barrel. They are marketing to the female, partnered, employed (75K+ earning) Generation X crowd and that is clear to me because they are doing a number of things that resonate with this age group. According to the blog Marketing Zen, Gen X'ers are concerned about "saving up for four major financial priorities: paying for their children’s college, home ownership, starting a business, and financial independence." The line seems to be kitschy enough to reach them yet frugal enough to not scare them away with a huge price tag. Additionally, making a video like this as opposed to a social media campaign was wise, as Gen X'ers by "over 75 percent download or stream video online at least once a month." Also Gen X'ers have a love of nostalgia and this ad smacks of a bygone era of warm fuzzy Christmases filled with mirth and good tidings.
http://marketingzen.com/marketing-to-generation-x/
I think this ads is trying to attract stay in home mom from age 34-45. Their personality type is probably ESFJ since they want to be appreciated for who they are and for what they contribute. I believed they use liking to connect with all the stay in home moms. However, i don't think their ad is effective since after watching the ad, I don't know what they do and what I need from them, and that's not good for business.
This commercial is very Witherspoon. It reminds me Monica in the classic Sitcom Friends who is an impulsive perfectionist and tries to impress her guests by holding perfect and yet ostensibly effortless parties. The target market would be GenX women aged 30 to 45 that enjoy and hold holiday parties for friends or family gatherings.
They are enthusiastic, diplomatic, engaging, and relationship-oriented. His or her main need is to be appreciated and accepted and the pleasure is recognition and approval. His or her pain is isolation and lack of attention. In terms of psychological types, they are ESFJ. According to the book, "S's" prefer to deal with what is known and familiar. They are more influenced by the attractiveness of celebrities.
The technique that Crate & Barrel uses to connect with their target is authority and celebrity endorsement.
In conclusion, I think the commercial will work for its target market/heavy users, but might not necessarily work for the consumers that are out of the loop.
People styles are over achievers! The target market will be women age 25-35 years old; probably just married. I thought of the “ESFJ” personality type because they are big extroverts because they like hosting the parties, observants, sntimental because the holidays represent a lot to them and extremely judgers because they plan ahead of time.
This “ESFJ” personality type is described as:
Warmhearted, conscientious, and cooperative. Want harmony in their environment, work with determination to establish it. Like to work with others to complete tasks accurately and on time. Loyal, follow through even in small matters. Notice what others need in their day-by-day lives and try to provide it. Want to be appreciated for who they are and for what they contribute.
An article in Ad week revealed that National Retail Federation is expecting the sales in the Holiday to be successful with a “rise between 3.6 percent and 4 percent over last year.” I believe this campaign with Reese Witherspoon will help consumers resonate with the Brand and increase their over sales.
In addition the article mentioned that having the ad announced two weeks earlier than last year will allow the Brand “to maximize the content it created with agency-of-recorg Preacher, a relationship that began last year” (Passquereli,1).
http://adage.com/article/cmo-strategy/christmas-creep-crate-barrel-taps-reese-witherspoon/310808/
I like the commercial. For starters I think most holiday commercials have that warm feeling to them with an emphasis on family gatherings and fun times with friends. This ad with Reese Witherspoon, I feel, is talking to middle aged women who know Reese well…maybe I am showing my age but I remember when Reese was a teen, she has always played the role of the “perfectly perfect” American girl. These days with Instagram and other social media platforms, customers relate to Reese and that desire to be the picture perfect person. I think the message they are giving is spot on…people try very hard to make their lives appear perfect even when behind the scenes is a bit messy.
Also, in my opinion, Crate & Barrel has a devoted customer base that loves their store and always returns to them for household items…a sort of cult in a way. Crate & Barrel offers staple items that can be found in their store all the time…for years on end, this is why people love them. (If you break a plate you can easily replace it with the same one 3 years from now) Crate & Barrel customers know the products well and look forward to new season arrivals to add to their collections. Having something from Winter 2017/ Reese Witherspoon collection is going to drive certain people back to the stores to see what new neat thing they have. It doesn’t have much to do with Reese but she is a person that Gen Xer’s see as a familiar, trustworthy face.
Ann Messinger
I love Reese and I really enjoyed this ad. I think the target would be Women 35-55 (Reese is 41 but is definitely super relatable to women from a range) who are putting together their home for the holidays and know how much goes into making it look effortless. It is for those who like to be the host, people who like to cook, use pinterest and do DIY projects, are social, etc. I think that the fact they don't show her having a family is interesting because it makes it more marketable/relatable for a larger set of people. A pew research center article (http://www.pewresearch.org/fact-tank/2017/04/27/10-demographic-trends-shaping-the-u-s-and-the-world-in-2017/) shows that % of people getting married is declining. I think that Crate & Barrel did a great job connecting to people who hope to make their home warm and inviting to their guests for the holidays. One thing I'd suggest - they did not really show too much of their product! Storytelling took over.
The target market for this commercial are women at age 30-45, mostly housewife, or women who could spend a lot time on cooking and decorating. They are most likely middle class or above.
I don’t think this commercial would work, I actually don’t quite get this commercial. It doesn’t have a theme and I don’t even realize this is a commercial. Even they try to use famous actress in this commercial, but still, it lacks strategy to grab people’s attention.
Based on this advertisement, I think only focus on the criteria between30-45 women who are in middle-high class women. People who like and think that party and gathering is important, they might have a interest on the field. However, if they want to targeted more broad range of people than they might little bit made a mistake. But if they tend to focus on that middle age women, than it's fine. However, I think it's little bit lack to attract people and get involve in it. Because story was little bit vague that what product that they are really focus on. So I think they should little bit more specify about the target.
Although I enjoyed the commercial and found it relatively entertaining I'm not sure how effective it would be for the actual target audience. The target would be women ages 30-45 ,who are married, probably as a family is in the 70k+ bracket, but likely does not work. The personality type is probably ESFJ because they are excited, extroverted, but want balance and harmony in their lives. Crate & Barrel are using comedy to connect to their audience and the obsession with celebrity culture. Honestly though as a commercial the product gets lost in the make believe world. I do think people will watch it because of the experience but afterwards I do not think they will feel anymore inclined to purchase Crate & Barrel products.
The target market for the advertisement is married women aged from 30-40. They are housewives and live in the house. The ad makes a connection with these women who like to cook and decorate their houses. The target market are probably extroverted women because they like to invite their friends to their house and share their happiness with friends. However, I feel like the product that the advertisement is trying to introduce is a little unclear, so maybe it will not be effective.
Siqi
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