J&J & the Blogger Power

With hopes of creating an open dialogue and building some loyalty (and buzz) among consumers, J&J recently invited more than 50 influential mom bloggers to a fancy “Baby Camp” event (with all costs paid) in New Brunswick.

Even though J&J seemed to have great intentions, they took some missteps that got some moms furiously blogging before the event even happened. For instance, J&J did not welcome babies at the the uh…”Baby Camp” event (not even breastfeeding infants).

According to the article below, “J&J did recover its balance quickly and the event turned out to be a success and, by most accounts, the company scored points for reaching out to bloggers with complaints.”

My takeaway is that while trying to connect with moms, J&J could have taken a more “human” approach. One way they could have done that could have been to position the “sans-baby” idea as a suggestion for women to take a fun, deserving and rechargeable break. Instead of prohibiting babies, J&J could have offered the moms some baby care solutions. They could have offered a state-of-the art baby care at the hotel or offered to pick up the bill of the baby care back home.

As we are going through a huge transition with marketing models, brands are still learning how to engage in this new, “conversation” era. It’s important to be open to start that conversation, even when things don’t turn out perfectly. The fact that the J&J event turned out a success goes to show that people appreciate (and sometimes create an even more bonded relationship) when brands are open to have a real dialogue.

To read the full article, go to http://www.nj.com/business/index.ssf/2008/05/jj_sees_potential_in_blogger_p.html

Source: The New Jersey Business News

Comedy is king for teens

In times of recession and wars who doesn’t welcome a good laugh? It was reported today that the top three movies in the box office this past weekend were comedies: Baby Mama, Harold & Kumar Escape from Guantanamo Bay and Forgetting Sarah Marshall.
“Comedy is definitely king right now”, says film tracking executive Paul Dergarabedian. As the prolific Jude Apatow consistently reigns king (The 40-year old virgin, Knocked Up, Superbad, Forgetting Sarah Marshall), it’s obvious he’s certainly connecting with the young audience. As Y Pulse’s blog reports “Comedy flicks like "Knocked Up" and "Superbad" have become such mainstays in teenagers' DVD players that you would be hard-pressed to find someone under the age of 30 who hasn't watched (and re-watched) them over and over again”.
Interestingly, it was recently reported that cult-classics like John Hughes’ “Sixteen Candles” and “Pretty in Pink” outrank any of the Jude Apatow current flicks when it comes to teens’ favorite movies.
Regardless, it’s clear that both Apatow and Hughes have definitely been successful at connecting with teens. Apatow has long called Hughes a major inspiration and as such, their movies have similar themes that may explain some of the reasons why teens (of any decade) will watch and re-watch their movies:
Likable, smart and funny characters with real teen problems
A mix of outrageous humor and sweetness combined
Outsiders as the lead characters

If you think about it, teens haven’t changed a lot. Technology has definitely made an impact on how teens live and how they communicate but that genuine teen angst seems to be timeless. Aww.

Sources: The Canadian Press, ypulse.com

Big Retailers Seek Teens

There’s no denying that this generation of teens is very stylish, design-savvy and, dare I say it, a bit fashion obsessed. From designer handbags to sleek iPods to design-your-own Nike ID’s, fashion and design seem to affect every part of teens’ lives. What’s a bit different from other generations though is that teens today have never had so much access, so fast, to new trends. They know what stores are in and what stores are out. And according to sales, big department stores are out (cue Heidi Klum’s German accent).

Even though JC Penney is the store where 13 to 20 year girls shop most often, it’s not where they like to shop most often. Teens see old-school stores like Dillard’s, Sears, Kohl’s and JC Penney as their mom’s brand and that’s just a big turn off. According to Penney’s CEO Mike Ullman, once teens actually get their driver’s license and credit cards, they choose to go to more hip, specialty stores such as Forevery 21and Abercrombie & Fitch.

In hopes to redeem themselves and find new ways to connect with the savvy and oh-so-sophisticated (and recession-proof) teen target, big department stores like JC Penney are finding innovative ways to win them over (and it seems to be working). First and foremost, it’s all about the product and the experience so they’re adding exclusive apparel lines (e.g. Fabulosity designed by Kimora Lee Simmons) and are focusing on the brand names (vs the company name). JC Penney is also providing better lighting and more displays showing how to wear different outfits (teens are always on the look out for some fashion tips) for different “lifestyles” (from ‘active wear’ to ‘hip city’ styles).

From a communication standpoint, some retailers are using social-networking sites as a marketing tool. However, they’re using with a purpose and as a way to provide helpful and welcome services, such as hooking teens up with podcasts of interviews with designers, offering virtual dressing rooms and sending emails with sales and discount codes.

It’s good to keep in mind that the experience plays a huge role for teens. They want a bit more than just clothes. They want the little extra they can’t get somewhere else. Be it an “exclusive” collection, fashion tips or even just a behind the scenes peek, teens wants brands that are as savvy as they are.


Read the full article at http://www.usatoday.com/money/industries/retail/2008-04-13-teen-marketing-stores_N.htm