Yesterday, Men's Warehouse put the man who guaranteed "you're going to love the way you look" back on the shelf by firing Founder George Zimmer.
While the business community debates the decision to let him go, two things are certain – brands and those who represent them must remain relevant or risk becoming obsolete.
There is a mantra at Zimmerman Advertising which states “Those with the most data will win.” This generally refers to the ability to capture customer data to better understand consumer needs and preferences for more effective remarketing and segmentation.
In 2013, Pop Up retail will venture beyond concepts like Ebay’s social media temp store in London, or the Nintendo demo shop in San Francisco. Instead of these boutique-level brand-centric concepts, look for large scale, multi-unit holiday-based concepts trolling for much more significant dollars. Moreover, with pop-up retailers taking their unfair share of $8B worth of Halloween revenue and big box retailers abandoning their 40k square foot stores as fast as humanly possible, look for “retailtrepreneurs” to start blowing out other heavy shopping occasion opportunities like Back-to-School (ideal for 10,000 square feet from late July through September), or Black Friday, which has clearly burst way beyond the boundaries of a single day. In effect, the “Black Friday store,” online or off, is a locked and loaded winning brand proposition for anyone smart enough to grab and leverage it.
With mobile such a current and future driver to a brand’s success, is your organization prepared? Mobile is quickly becoming the first screen for consumers, it cannot be the last thing added to the marketing plan.
When we see the industry’s traditional yardsticks of effective advertising, we see them coming up short. The goal should always be to achieve higher levels of relevance and importance. You’ll never hear us brag about simple awareness – because awareness alone simply doesn’t work.
To illustrate this point, consider three different competitors in the retail sector: Kmart, Target and WalMart...
Advertising informs, in some cases entertains. At its best it conveys a powerful “why here” and “why now.” But its an eternity from couch to counter, giving smarter, more modern marketers the opportunity to re-task even the most loyal consumer.