jueves, 14 de mayo de 2009

El retail contraataca.



por Patricio Cavalli (Desde Nueva York.)

Es tal vez una de las señales mas claras de la recesión en los EE.UU.: centenares de metros cuadrados de espacio de oficinas vacíos, cortinas cerradas y carteles de For Lease. Sólo en diez cuadra de la 5a avenida, entre la calle 37 y la 57 se cuentan doce espacios de oficinas en alquiler; algunos todavía con las estanterías y algunas piezas de ropa que sus ocupantes anteriores dejaron en la estampida de salida. 

El sector del retail minorista de venta de ropa es uno de los más castigados por la crisis (aunque no el único: el inminente cierre del Virgin Megastore de Union Sqaure todavía recorre la espina dorsal de esta ciudad); y es por eso que los retailers han decidido tratar de hacer algo al respecto.

La estrategia es crear flash discounts, o sea descuentos inmediatos y sorpresivos, a mitad de la semana, y avisados simplemente por carteles colocados dentro de las tiendas o en la vereda, en las zonas de alta concentración. Las personas que van a su trabajo, salen a almorzar o vuelven a sus casas se topan con los carteles de 40% OFF ubicados en estanterías, marquesinas y veredas de los locales de Gap, Banana Republic, H&M, Zara, Ann Taylor, Bebe, J. Crew, Kenneth Cole, Urban Outfitters (solo Anthropologie no participa de la movida) y logran un efecto cascada, con sus compradores avisando por SMS o mobile-email a sus amigos y familiares sobre la oportunidad. 

"Por ahora da resultado -decía Melinda L., manager del Gap de 5a avenida y 57-. A la mañana no hay nadie, pero a medida que el tema se va conociendo y la gente se va avisando, el público empieza a venir". 

Otros locales, como Lindt, no ofrecen rebajas en sus productos, pero sí han decidido mejorar el nivel de la experiencia. "Nadie pasa por aquí sin probar al menos una trufa", dice un simpático vendedor con un gran parecido a Denzel Washington. Bulgari o Lord & Taylor, por su parte, han elegido alardear de no hacer descuentos. "Lo mismo de siempre, para los mismos de siempre" dice una de las vidrieras que espera que en algunos sectores, la recesión sea refractada. 

--
Patricio Cavalli.

15-4042-4004

patriciocavalli.blogspot.com

Skype: patricio.cavalli

twitter.com/patriciocavalli

LindedIn.com/in/patriciocavalli

miércoles, 6 de mayo de 2009

Lectura recomendada de Hoy: Why InBev's Payment Terms Are Wrong.


More from Ad Age:   Creativity   AdAgeChina   Bookstore   Jobs   Sign up for E-mail Newsletters

Wednesday May 06, 2009 | READ ALL NEWS AT ADAGE.COM

 
 
 
Levy, Clift Warn Mag Execs to Innovate Before It's Too Late

At FIPP Gathering, the Publicis Chief and Unilever CMO Urge Industry to 'Shatter Traditional Standpoints'

LONDON (AdAge.com) -- Unilever Chief Marketing Officer Simon Clift and Publicis Groupe CEO Maurice Levy gave a stark warning to an international gathering of magazine publishing executives today, urging the industry to innovate and to be more creative.

FULL ARTICLE

 
 
 
How InBev Is Abusing Agencies With Its Payment Terms

VIEWPOINT: Not Paying Bills, Looking to Others to Finance Operations Is Simply Wrong

When Belgian brewer InBev bought venerable beer-maker Anheuser-Busch last fall, we knew things were going to change. Then shortly after the acquisition, Bob Lachky, A-B's legendary chief creative officer, left the company, and we knew things were going to change a lot. What none of us could know, however, was just how far InBev was willing to go to damage the reputation of an iconic corporation.

FULL ARTICLE

 
 
 
Building a Generous Brand

Why Brands Should Add Value to Consumers' Lives

As the industry continues to plod away from messages, ads and interruptions and move toward ideas, involvement and experiences, Fallon has committed to a modern branding approach called "generosity." The agency believes generous brands help build ideas in the world, that they leave something behind. John King, director of brand innovation for Fallon, explains how.

FULL ARTICLE

 
 
 
Ad Trade Group Wants to Rehab Mad Ave's Image

AAF Reinvents for Digital Age With Twitter Feeds, New Venues, Plans Reality TV Show

BATAVIA, Ohio (AdAge.com) -- At a time when some associations are struggling for relevance, the American Advertising Federation has added new corporate members and is looking to burnish its image with a new reality TV show and a presence on Facebook and Twitter.

FULL ARTICLE

 
 
 
Why B2B Advertising Is Like the Awkward Girl in High School

You May Regret Turning Your Back on It One of These Days

The saddest thing about B2B -- whether you want to admit it or not -- is that most agency pros still shy away from it in favor of what they see as the more sexy assignments. It's as if we've raised our young in this business to see a paradigm of: Consumer = Sexy; B2B = Boring.

FULL ARTICLE

 
 
 
MediaVest Wins $500 Million Mars-Wrigley Account

Publicis Shop Beats Out Fellow Incumbent Mindshare for Media Business

NEW YORK (AdAge.com) -- Publicis Groupe's MediaVest has won the more than $500 million Mars-Wrigley consolidated media account after a shootout between incumbents.

FULL ARTICLE

 
 
 
Hulu's a Big Splash, but Is It a Long-Term Business?

CEO Stresses Cheap Travel and Cardboard-Box Desk Accessories

A 3 Minute Ad Age Video Report

NEW YORK (AdAge.com) -- Hulu hasn't just grown since it launched 13 months ago; it's exploded. According to Nielsen, it streams more online video than any other site except YouTube. Although it is viewed by many as the symbol of a bright future for traditional TV, some wonder about the long-term strength of its business model. That question was put to Hulu CEO Jason Kilar in an onstage interview at the 4A's Leadership Conference.

FULL ARTICLE

> > Read All News at AdAge.com






martes, 5 de mayo de 2009

Twitter, ¿tiene algo para las marcas?

Twitter, ¿tiene algo para las marcas?


Por Patricio Cavalli


Se habla, se habla y se habla sobre Twitter, sus millones de usuarios y sobre los cardenales irlandeses que en misa piden que la gente "envie una plegaria por SMS o Twitter". También se habla sobre lo poco que Twitter monetiza y sobre lo frágil que es esa ecuación si no comienza a apoyarse en modelos económicos fuertes. Mientras tanto, las marcas no encuentran respuesta a si Twitter es o no una plataforma que les sirva para crecer en ventas, awareness, top of mind, o al menos sumando algo de onda. Para tratar de dilucidar el tema -es lo que debería preocuparnos en concreto a nosotros- le pregunté a Sebastián García Padín, director de SINUS Marketing & Publicidad su opinión sobre el tema. quí está lo que tiene para decir: 


Primero el mail, después el MSN, Blogs, sitios web por demás, Google, Facebook, Linkedin y ahora ¡Twitter!


Al menos en lo que respecta a Internet y más allá de los avances que se logren en cuanto a prestaciones de accesorios, podemos asegurar que la especialización es una realidad de la revolución tecnológica que se desató con Internet. Twitter es la síntesis de esa especialización y la pregunta obligada es: ¿Qué pueden aprovechar las marcas de este medio? 


Supongo que hay gente que le puede interesar determinados eventos que realiza una marca. Debe haber mucha gente que le interesa saber las novedades de su equipo de fútbol y por ende una marca auspiciante de ese equipo tiene el carácter para, a través de Twitter, atender esa necesidad y con ella comunicar contenidos propios. 


¿Puede Twitter reemplazar un medio de comunicación para informar los descuentos y promociones de una marca?


Si, ¿por qué, no?


Para las marcas de nicho con un alto grado de aspiracional, donde su elasticidad de la demanda ante cualquier acción comercial sea considerable, es una inmensa oportunidad. 


Los políticos pueden sacar mucho rédito de Twitter, siempre suponiendo que algún político logre que la gente se interese en su campaña. ¿Habrá alguno?


El restaurante donde comemos todos los mediodías puede mejorar su negocio con Twitter e informar al celular de quienes trabajan cerca cuál es el menú del día. ¡Incluyendo su precio!


En definitiva, la herramienta como siempre es útil, lo difícil es utilizarla de forma eficiente y que contribuya con los objetivos de la marca en cuestión. 


Si pensamos que con Twitter una marca va a construir su preferencia o su posicionamiento estamos en el camino equivocado.


Twitter puede ser un gran complemento de otros medios y también puede ser el medio central en una campaña pero, de ninguna manera puede ser el único medio. Y ese es un error que se ve en repetidas ocasiones cuando la magia de lo nuevo nos encandila la lógica, la razón, la estrategia y la creatividad.





Lectura recomendada de hoy: Study: ’09 Not a Stellar Year for Mobile Ads

IN THIS ISSUE - May 5, 2009
» Microsoft, Brand Affinity Technologies Partner
» Study: '09 Not a Stellar Year for Mobile Ads 
» N.Y. Daily News Launches SmallBiz 
» DirecTV, Liberty Entertainment to Merge 
TOP STORIES

Microsoft, Brand Affinity Technologies Partner
Microsoft has announced a partnership with Brand Affinity Technologies Inc., a company which has amassed the rights to use several thousand celebrity athletes as paid endorsements in a variety of Internet ads. Mediaweek's Mike Shields has more 

Study: '09 Not a Stellar Year for Mobile Ads
Magna has downgraded its previous forecast for mobile ad growth in 2009, primarily due to the brutal economy. Mediaweek's Mike Shields has more 

N.Y. Daily News Launches SmallBiz
The New York Daily News launched a national social networking site for small business. Editor & Publisher has more 

YouTube: Placement Police
In recent months, YouTube has set off some jangled nerves among several of its more popular content producers. Mediaweek's Mike Shields has more

Hughes Named EVP at Radar Online
John Hughes has been named executive vp/business development of American Media's Radar Online, the recently-launched reincarnation of the twice-failed magazine. Mediaweek's Mike Shields has more

OTHER NEWS
TNS: Media Spend Dips 4.1 Percent in '08

Cali Lawmakers Halt Digital Billboard Ban Legislation

DirecTV, Liberty Entertainment to Merge

Edited by Jim Cooper

Don't Miss Mr. TV's Midseason Replacement Webcast, April 28th at 2pm EST
Mediaweek's Mr. TV, Marc Berman, creator/editor of The Programming Insider, will guide you through offerings from the 5 broadcast networks, handicapping which time periods are in need of repair for the 2009-2010 season. During this online-only event sponsored by USA Networks, you will learn if your favorite -- or not so favorite -- shows will be back next season. Stay tuned!
Click here to register now.
cover Introducing AdweekMedia Connect, your insider community featuring live chats, discounts, contests and more!
Log on today for The Programming Insider Podcast! In addition to writing about TV, Marc Berman, a.k.a. Mr. TV, is now talking about his favorite medium five days a week. Just click on www.marcberman.tv for a verbal fix of everything TV.
AdweekMedia Upfront 2009 is your one-stop shop for all news and analysis about the 2009 television upfront marketplace, in which some span8 billion in advertising is committed to the broadcast and cable networks, TV syndicators and their digital arms. Coverage from the reporters and editors of Mediaweek, Adweek, Brandweek and The Hollywood Reporter includes the latest breaking marketplace news, analysis of program offerings from the networks, insight from Mr TV, Marc Berman and Live Feed blogger, James Hibberd, and video analysis of the major networks' upfront presentations to media buyers and planners.

AdweekMedia Upfront 2009
Sign up for the Upfront Update newsletter
Receive the Next 6 Issues of MEDIAWEEK - FREE.
With complete coverage of all platforms, lively commentary, and focused analysis, MEDIAWEEK is your weekly all-in-one media resource, the best way to stay ahead of what's next. Click Here
 
Media Plan of the Year
Submit your best plans now for Mediaweek's Media Plan of the Year Awards. Click Here to enter.
 


More White Papers...
» Mediaweek Breaking News
» Mediaweek Daily Briefing
» Mediaweek's The Programming Insider by Marc Berman
» Mediaweek's Digital Download
» Adweek Breaking News
» Adweek/IQ Daily Briefing
» Brandweek Daily News
 
HOME | NEWS | SPECIAL REPORTS | COMMUNITY | DATA CENTER | MULTIMEDIA | MEDIA KIT | JOBS
ADVERTISING OPPORTUNITIES | ABOUT US | CONTACT US | MOBILE
You are currently subscribed to the Mediaweek Digitaldownload as patricio.cavalli@gmail.com.
To unsubscribe, click here.

Copyright 2009 - Nielsen Business Media, Inc. 770 Broadway, New York, NY 10003. All rights reserved.
Terms Of Use and Privacy Policy



--
Patricio Cavalli.

15-4042-4004

patriciocavalli.blogspot.com

Skype: patricio.cavalli

twitter.com/patriciocavalli

LindedIn.com/in/patriciocavalli

Video Recomendado de Hoy: District 9: Trailer



May 04, 2009
Get this e-mail free >>
 

District 9: Trailer

A look at Neill Blomkamp's anticipated summer sci-fi film.

Rona: The Art of Recycling

A billboard piggyback for a paint recycling campaign.

Uniqlo: Polonow

A fashion collection symphony.

Creativity Top 5: May 4

David Wilson goes utterly praxinoscopic for Moray McLaren and much more.


» Read more

Saatchi, New York named ADC Agency of the Year

Crispin Porter + Bogusky's work for Burger King grabs two gold and a hybrid cube.


» Read more

Whitewash and Art Protest NYC Outdoor

Activist group covers allegedly illegal New York City outdoor ads with art.


» Read more

People news from Hungry Man, Taxi and more

Australian director Tim Bullock (pictured) has joined the Hungry Man roster. ...Rock Paper Scissors has hired editor Elliot Graham.


» Read more

 
01
Mercedes Benz: Dreams

Agency: Jung von Matt/Alster Hamburg

02
Google: Chromance
03
Moray McLaren: We Got Time
04
Apple: Easy as 1-23

Agency: TBWA/Media Arts Lab

05
Taco Bell: Fast Food Folk Song

Agency: Feed Company

06
Swedish Airport Coaches: 50 Cars or 1 Coach

Agency: ACNE Advertising

07
Viagra: Antiquing

Agency: Taxi, Toronto

08
Nike: Onwards
09
WWF: Tree

Agency: DDB, Brazil

10
Fijitravel: Undressed

Agency: TBWA, Oslo

   
 
 
Hulu: The Leary Mission

Surrender the skull beef.

Akron Children's Hospital: Real Stories

Real stories from real patients.

Sprint: Wedding

Still, as the big guy says, No rain, no rainbows.

Cheerios: Through Your Veins

Winner of ADC gold.

Old Spice: Store

Online store hawks Old Spice branded merchandise.

Cobra: iBanter

Jokes app from a beer brand.

Newport Beach Film Festival: 10th of a Century

An animated intro tribute to ... intros.

Robinsons: Birdhouse

Even bird's need to relax after work.

 

01 Moray McLaren: We Got Time

02 Taco Bell: Fast Food Folk Song

 

01 Personal Data Mining

02 Designer QR Codes: Beyond Black and White

03 Anomaly, Lauren Luke launch makeup line

04 Whitewash and Art Protest NYC Outdoor

05 Sid Lee adds Architecture Arm


Top Creative Jobs this week

01 Mobile Application Designer, Aquent

02 Interactive Creative Director, Gain Capital

03 Graphic Designer, Aquent

04 Google: Film Editor, Google Inc.

05 Creative Genius, Aquent



 

Check It Out

 
Home | Ad critic - The Work | The Issue | Creative Culture | Opinion | My Creativity | Privacy Policy | Subscribe | Advertise with Creativity
CREATIVITY — a publication of Crain Communications, 711 3rd Avenue, New York, NY 10017, 212-210-0100
Media platform by VISUALPLANT Unsubscribe



--
Patricio Cavalli.

15-4042-4004

patriciocavalli.blogspot.com

Skype: patricio.cavalli

twitter.com/patriciocavalli

LindedIn.com/in/patriciocavalli