Jet Blue lands in a parking garage

[Source: springwise.com]

I love creative marketing and I think JetBlue did just that with a recent out-of-home strategy. With the help of Carspaze, JetBlue transformed a section of a parking garage into a whole new experience. The creative features a huge billboard for JetBlue and tops it off with runway lines and clever messaging. I think it is refreshing and creative to bring out of home marketing into a typically dark and depressing venue. I would love to see car manufacturers take advantage of these new ad placements.

Not sure that car manufactures will listen to me, but I suggest utilizing this as a model to "pimp out" a few parking spaces for your customers. For instance, BMW should have a BMW owner section that showcases the look and feel of the brand and creates a feeling of being a VIP. Obviously you can't actually reserve the spaces for BMW drivers, but it would be interesting to see how disruptive and impactful the marketing would be. It not only brings awareness to non-BMW customers of their commitment to customer service, but it also makes BMW customers feel that much more important and a part of the family building more brand loyalty.

Just a thought for all you car makers out there. It is a tough economy and customer satisfaction and loyalty is one of the only things keeping you afloat. If you do decide to use my idea I'll be expecting a thank you card with a big check in the mail shortly.

Let me know your thoughts.

Drugstores makeover their beauty department

The economy has truly changed the way people shop for everything. So, when drugstores noticed that women still want their premium beauty products, but at a lower price they ramped up their strategy. CVS and Walgreens have both redesigned their in-store experience by creating a destination for beauty.

CVS transformed their beauty department into a spa-like boutique. In addition to selling beauty supplies in select stores they are also offering spa services such as facials and manicures. The new boutique is attached to the drugstore through a breezeway offering a separate entrance. The objective of the new boutique would be a destination for those who want department quality product and experience.

Walgreens has a similar strategy, but instead of building a boutique onto the original store they are updating the current beauty section within a few of their stores. The new beauty department features a bright and spacious layout that has a similar feeling as the department store makeup counter.

Both stores plan to roll out these new concepts to more stores this year. Although the idea of updating their beauty department is definitely a good idea, especially with the focus on updating the shopping experience, I'm not sure they will reach the consumer they are hoping for. People shop drugstores for quick shopping solutions. To create a boutique atmosphere you are inviting the customer to spend longer in the department, which should increase sales. Although this is no doubt the objective, these drug stores need to do a great deal of brand positioning to inform consumers of their updated shopping experience. They should truly leverage the more welcoming in-store experience and rely heavily on word of mouth. I'm looking forward to seeing the activation in a store to judge for myself. If any of you have seen one of these test stores I would love to post photos. [Chicago Tribune]

Attack on Target

Piggy-backing on the success of the I am a Mac, I am a PC ads by Apple Walmart decided to attack their biggest competitor, Target. The only problem with the ad is their lack of creativity. The reason the Mac ads are successful is because they are funny, people can relate to them, and they are creative. The Walmart ads are a lame attempt to be clever. There are so many things that set Walmart apart from Target and it should be those things that they should be leveraging in their marketing.

The funny thing about the first add is if you read the copy in the blue section without reading the red it reads: Walmart - Don't Buy It. I'm thinking that isn't the message Walmart had planned on. They should really think twice about what they say if they continue with this campaign.

Overall, very disappointing... but another reason for me to dislike Walmart.

A new way to look at a brand logo

Sorry it has been awhile, but things have been crazy since I got back from Paris. I have much to blog about, but can't seem to find the time. In the meantime I thought I would share an interesting article about brand logos and how the changes of typography make a huge impact on the overall impression of a brand. Take a look...