Philadelphia Flower Show Springs Forward with Social Media

The flowers of late winter and early spring occupy places in our hearts well out of proportion to their size.   ~ Gertrude S. Wister

Philadelphia Flower ShowA welcome harbinger of spring’s arrival in the Delaware Valley is the annual Philadelphia Flower Show held at the Pennsylvania Convention Center.  In keeping with this year’s “Brilliant” theme, the flower show integrated all things British from the Concourse Village, to the English gardens, to the Empire’s signature cuisine.  And there was a definite push by the show’s organizer, The Pennsylvania Horticultural Society, to go social.  As Stephanie Policastro, Communications Specialist for the PHS notes, Instagram has been added to its social strategy to further enhance the growth of the Flower Show community as reported by Traci Browne of the Trade Show News Network.

The Pennsylvania Horticultural Society benefits by engaging gardening enthusiasts via Facebook, Twitter, Pinterest, and YouTube.   As Sree Sreenivasan of CNET News notes there are key takeaways that organizers can take advantage of to maximize the use of social media at events.  For example, the Flower Show’s hashtag and social media platforms were on display for all to see and follow.  In addition, for the purpose of generating interest and excitement during an event, tweets may be broadcast on screen via TweetBeam and Visible Tweets.  After all, social media affords us a bonus opportunity to inform and connect with event attendees.

So, what motivates you to tweet at events?  Do you use any photo sharing sites like Flickr and Instagram?  Tell us about your favorite botanical garden.

Vanaja R.

Copyright © 2013 My Marketing Nirvana.  All rights reserved in all media.

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Social Media Champions Chobani

To be successful, you have to have your heart in your business, and your business in your heart.   Thomas Watson, Sr.

Social Media Champions ChobaniEver since the early days of Chobani, social media along with word of mouth were integral to the company’s success remarks Harry Smith of NBC News’ Rock Center.  Chobani’s meteoric rise as the crème de la crème of the yogurt industry is due in no small measure to the brand’s ability to make the most of its customer and community focus observes Entrepreneur Media’s Samuel Greengard.  Likewise, the Nothing but good essence of the brand has been integrated into its online marketing efforts.  For example, Chobani’s commitment to the 2012 Olympics included six U.S. Olympians comprising Team Chobani prominently featured on social media.

Continuing the strategy of leveraging its brand ambassadors, Stuart Elliot of The New York Times notes Chobani encourages fans to share on Facebook, Twitter, and YouTube.  More recently, its social media presence has expanded to include Pinterest.  Photo sharing sites are particularly suited to fostering food conversations online, indicates Chobani’s digital communications manager Emily Schildt in an interview with Fast Company’s Lydia Dishman.  In addition, she comments Pinterest has been helpful in showcasing various aspects of Chobani’s brand, in micro-targeting its customers, and in gaining customer insights.  In summary, Chobani’s experience demonstrates social media’s ability to connect with customers and promote customer loyalty.

So, what motivates you to follow certain brands?  Do you interact with any photo sharing sites like Instagram or Pinterest?  Share your thoughts about your favorite yogurt.

Vanaja R.

Copyright © 2013 My Marketing Nirvana.  All rights reserved in all media.

Target Brands for the Future with Neiman Marcus

Every advertisement should be thought of as a contribution to the complex symbol which is the brand image.   ~ David Ogilvy

Target Brands for the FutureThis year Target is employing a new holiday promotion strategy, teaming up with Neiman Marcus to offer exclusive high end merchandise.  As Laura Heller of Forbes notes the holiday collection is a result of Target’s year-long shift towards multichannel retailing.  And as indicated by Vanderbilt University’s Marketing Professor Steven Posavac during an interview with Nightly Business Report’s Tom Hudson, Target is getting the better end of the branding deal.  There’s a potential upside for Target, appeal to shoppers’ luxury aspirations, while there’s an inherent downside for Neiman Marcus, a loss in brand exclusivity.

Target is venturing that the Neiman Marcus collection will drive momentum forward from the early days of the Black Friday start to the final days of the Christmas shopping season notes Thomas Lee of the Star Tribune.  In addition, according to Target’s Chief Marketing Officer Jeffrey Jones, the future lies in creating content that will enthusiastically be shared by brand evangelists.   Further, Macy’s CEO Terry Lundgren recognizes the rise of the omni-channel consumer in his recent interview with Ruben Ramirez of NBR, which makes the case for appealing to shoppers online.   YouTube’s Target + Neiman Marcus Holiday 24 Collection video is one such example of shareable content, which by the way shows the designers are poised to benefit from their association as well.

So, what do you think of Neiman Marcus and Target’s collaboration?  How do you interact with retailers?  Share your thoughts about your favorite brand partnerships.

Vanaja R.

Copyright © 2012 My Marketing Nirvana.  All rights reserved in all media.

Red Bull Takes Branding and Social Media to New Heights

Your premium brand had better be delivering something special, or it’s not going to get the business.   ~ Warren Buffett

Red Bull Takes Branding and Social Media to New HeightsRed Bull, sponsor of Felix Baumgartner’s record breaking supersonic freefall over Roswell, New Mexico, accomplished a marketing tour de force recently, over 8 million views live online.  A longtime enthusiast of extreme sports, Red Bull takes its marketing a step further embodying the very essence of its brand.  As Miles O’Brien noted during a PBS Newshour interview, “It’s 21st century marketing brilliance. Red Bull has cracked the code.”  O’Brien went on to commend the energy drink maker’s ability to reach a mass audience while sidestepping traditional marketing channels, with its successful Mission to the Edge of Space.

Deemed one of The World’s 50 Most Innovative by Fast Company, Red Bull Media House, the content division of Red Bull, has succeeded in making its mark in the new media landscape.  As Teresa Iezzi reports, the company has focused on perfecting its web and mobile outlets and teaming up with YouTube to present original content.  Managing Director Werner Brell insists Red Bull has always placed an emphasis on photographing every aspect of its brand’s storytelling via action sports.  Iezzi also indicates the best approach branding with a creative blueprint in mind.  By extension, Red Bull has succeeded in being social from the start, engaging with its customers on Facebook and Twitter.

So, which brands do you interact with online?  What do you like about them?  Share your thoughts about the brands in sync with your lifestyle.

Vanaja R.

 

Copyright © 2012 My Marketing Nirvana.  All rights reserved in all media.