Will pet-friendly dating events be a winning idea for match.com?

According to match.com, a survey showed that 80% of singles are pet lovers.  And, 59% agree that finding out your date had adopted rather than bought their pets would make them seem more attractive. (Irwin, 2014)

Therefore it makes sense that match.com would partner with PetSmart charities on pet-friendly dating events.  The members only events include advice about when to introduce a pet to a potential date, and whether or not cat people and dog people can truly get along.  (Apparently the answer is yes, since 66% of dog owners would date cat people.)  

So what do you think?  Is this an good way for match.com to increase membership?

Irwin, T. (2014, June 20)  PetSmart Charities, Match.com Pair For Dating Events.  mediapost.com.  Retrieved June 20, 2014, from  http://www.mediapost.com/publications/article/228365/petsmart-charities-matchcom-pair-for-dating-even.html

Taco Bell proves that rules are meant to be broken.

One of the points that I make frequently in both my class and book is that the more narrowly you define your target audience the easier it is to create communications that motivate them.  The principle is quite simple if you think about it.  If you define your target as 25-54 year-olds, you are talking about you and your parents (or you and your kids).  When was the last time you thought the same way about anything as they do?

But, much to my surprise in their new breakfast ads Taco Bell has found common ground between generations.  And in doing so has demonstrated that a one-handed breakfast has benefits for both seniors and millennials.  Kudos to them. 

Here's the commercial if you haven't seen it yet. 

http://www.youtube.com/watch?v=dzh2Ncs38JI

If you want to reach Hispanics -- think mobile.

As the different media options continue to find their niche audiences, we are seeing Hispanics over indexing across a variety of mobile media behavior. 

Specifically, according to a recent study by PwC, 43% stream mobile video and 37% download mobile video weekly.  Why?  Cost appears to be a factor as they substitute mobile video for cable and satellite subscriptions.

It's not surprising then to learn that 25% of Hispanics use mobile coupons versus 17% of non-Hispanics. (Sass, 2014)

Now I'd like to know if Spanish language ads are more effective than English.  More research anyone?

Sass, E. (2014, May 23)  Hispanics Over-Index In Mobile Video, Second-Screen Consumption.  mediapost.com.  Retrieved May 29, 2014, from http://www.mediapost.com/publications/article/226565/hispanics-over-index-in-mobile-video-second-scree.html?edition=73136

Shoes vs. Soccer? No contest.

Heineken decided to have some fun this Saturday by organizing a shoe sale in Brazil.  The idea is to send the gals shopping while their guys watch the Champions League final between Real Madrid and Atletico de Madrid (and drink Heineken no doubt).

Women's shoes will be available for up to 50% off at Shoestock stores.  And the sale will be announced via email marketing and online videos.  (Nudd, 2014)

Here's the video in Portuguese.

And here's the link to a version with English subtitles.

http://www.youtube.com/watch?v=3AeZePIKAxg

What a cute idea -- sure to generate buzz, and I think it may also be a huge success. 

Nudd, T. (2014, May 22) Heineken Distracts Women With Shoe Sale So Men Can Watch Soccer in Peace.  adweek.com.  Retrieved May 23, 2014, from  http://www.adweek.com/adfreak/heineken-distracts-women-shoe-sale-so-men-can-watch-soccer-peace-157913

Thanks to Old Navy & La-Z-Boy, I'm changing my stance on celebrity advertising.

I've never been a big fan of celebrity advertising.  Here's a blog I wrote about my concerns back in February 2014:  http://pjlehrer.blogspot.com/2014/02/is-it-time-to-stop-using-celebrities-in.html   

But, in last week's blog I discussed the fact that the revitalization of La-Z-Boy is due in part to the success of their campaign with Brooke Shields. 

Then this week, Old Navy announced that their April sales were up 18% and that they attribute part of that increase to the success of their new campaign with Amy Poehler.  (The other reasons were warmer weather and a later-than-usual Easter.) (Mahoney, 2014)

The funny thing about this campaign is that the first time I saw this commercial I was so taken by the pants that were featured that I didn't even notice Amy.  Talk about a home run.  A celebrity driven campaign, where the celebrity didn't overwhelm the product. 

Here's the ad ...

http://www.youtube.com/watch?v=ySjlNbgDMWE

I'm convinced.  What about you?  Have you changed your mind about celebrity advertising?

Mahoney, S. (2014, May 9)  Amy Poehler Propels New Bounce at Old Navy.  mediapost.com.  Retrieved May 15, 2014, from  http://www.mediapost.com/publications/article/225526/amy-poehler-propels-new-bounce-at-old-navy.html?edition=72726

Did Brooke Shields breathe new life into La-Z-Boy?

I have to admit that the first time I saw Brooke Shields in a commercial for La-Z-Boy in 2010, I noticed and thought that it was an interesting attempt to update an old brand.  What I didn't realize until now was how successful she has been in doing just that.  Apparently the company has seen an unprecedented 13 quarters of same-store sales increases.  Impressive indeed.

Now the company has announced that they are going to build on their momentum by launching an "Urban Attitudes" line.  The affordable collection is geared toward younger people and designed to fit in smaller city apartments. (Irwin, 2014)

Sounds good to me.  What do you think?  Will the campaign be successful?

Irwin, T.  (May 8, 2014)  La-Z-Boy, Brooke Shields Show 'Urban Attitudes.'  mediapost.com.  Retrieved June 8, 2014, from  http://www.mediapost.com/publications/article/225337/la-z-boy-brooke-shields-show-urban-attitudes.html?edition=72617

Will you take your mom to Starbucks for Mother's Day?

I was intrigued when I learned from an ad in the main news section of The Wall Street Journal on Tuesday, that Starbucks has partnered with Oprah to develop a new tea product called Oprah Chai Tea.  It's apparently part of a new push by Starbucks to aggressively grow its tea business.  (Hmm.  No wonder Lipton Tea ran its Muppet ad on the Oscar's.)

The commercial for Oprah Chai Tea, which begins airing on Monday, is sure to draw some hate mail since it includes a same-sex partnership in its exploration of different kinds of moms.  It also mentions that a 25 cent donation will be made to charity for each cup bought.  (It doesn't mention that the charity is the Oprah Winfrey Leadership Academy Foundation.)  You can check it out here now.

http://adage.com/article/news/starbucks-oprah-celebrate-mother-s-day-72andsunny-spot/293005/

The spot also encourages viewers to bring their moms in on Mother's Day for a free Teavana Oprah Chai. (Morrison, 2014)

So what do you think?  Is partnering with Oprah a smart idea?  And will you bring your mom in for some free tea?

Morrison, M. (2014, May 2)  Starbucks, Oprah Celebrate Mother's Day in 72andSunny Spot.  adage.com.  Retrieved May 2, 2014 from http://adage.com/article/news/starbucks-oprah-celebrate-mother-s-day-72andsunny-spot/293005/