Macy’s and Sears at Prom?
Social media and social networks have become invaluable marketing tools used to attract a younger clientele to the products and services of an organization. Sites such as Facebook, Twitter, and MySpace have grown over the years as mainstream areas for trend-breaking ideas and styles. Especially for the younger population, these sites are used on a daily basis to chat with friends, post on walls, and receive event invitations.
Sears with Ultimate Prom Experience and Macy’s with Prom 2010 Tab on its Fan Page, these two organizations are becoming pioneers in the social network area of advertisement and promotion. Through the use of integrated marketing communications, there organizations are hoping to use Prom Advices to drive Prom Sales. More or less, these sites begin with the pretext of offering useful information then promotes the products of these organizations throughout the site.
In addition, both organizations use sweepstakes and discounts to further incentive the consumer beyond the more personalized atmosphere that is already a hallmark of these two sites. At the minimum, Sears and Macy’s hope that these social networks can bolster their brand awareness among teenagers, so that future purchases for other products may be diverted to their stores.
Of course, like you may have guessed, this is but only part of Sears and Macy’s integrated marketing communications plan. Print ads and magazine ads are still very much an integral part of their marketing mix.
http://www.adweek.com/aw/content_display/news/client/e3i9e0f4d3075c501ab9dee525ae8f2f6d4
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Clearly, this is an attempt by both Sears and Macy to reach a new segment. Public perception of Macy's is it's a high-end department that is made for a more mature crowd. Sears is viewed as a shop for equipment, home appliance, and cheap clothing. Both must be attempting to increase positioning with GenY buyers. For either to be successful with this new compaign, both need to change their image perhaps through sub-branding.
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Its as if you had a great grasp on the subject matter, but you forgot to include your readers. Perhaps you should think about this from more than one angle. شركات تسويق الكتروني بالاسكندريه
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