Great Real-Time Marketing

The Treasure Hunt and Jimmy Choo

As we were just saying consumers love a good "experience" and the demand for real-time information is booming, here comes a great marketing campaign from Jimmy Choo.

Over the nest few weeks pairs of trainers from the new Jimmy Choo lone will be hidden in what we have been promised are fashionable locations within Central London areas. The brand is going to be sending real-time clues about their location, who ever finds them first wins the pair! (in their own size of course)

A great way for social interaction online and offline!

Images from:psfk

The Modern Day Consumer

...expects innovation. With the fashion system and business models changing not only dramatically but also fast it can be hard to know which way to look. Focus and listen to the consumer is what the experts are recommending.

John Mangelaars, regional VP at Microsoft EMEA comments "There is a huge value in getting consumers engaged in real-time with services like Twitter"

and Joe Ferry who is head of design at Virgin Atlantic Airways continues,"Our whole company and our customers expect change, and innovation must be a service-orientated concept"

quotes-WGSN

I think consumers are getting more and more demand and greedy for communication and a dialogue between themselves and the brands and services they are into, it can be hard for a brand to successfully decide what information they are going to share with their customers. The media is talking about a 2 way conversation and I think the hard part (that I have also found with my own project) is what to give? Is a little discount enough? When eveyrthing seems to be about "experience" and will continue to be I don't belive that is enough.

Marketing Week Just Made Me Very Happy Indeed

An in-depth analysis on online real-time information has been the most helpful feature I have managed to track down in a while. I am focusing on real-time for my own project and I definately feel it going to become a much more popular way to conduct research and reveal true and up-to-date insights and trends. This method has only just got started and I know that there is a lot of room for future developments and new processes to emerge to reveal the true value of this.

Here are the best quotes of the feature from marketingweek.co.uk/in-depth-analysis

"Louise Evans: And brands need to bear in mind that real-time doesn’t just give a view of the present but also the future. It shows those areas where consumers are actively participating. The challenge for brands is to move into that area and make a dent in the market. Real-time data that gives a view into the future is a really powerful tool."

"Duncan Southgate: The current challenge is to deal with the volume of real-time data. We’re grappling with it from all different angles. It’s all about pulling together the right information to answer any question that is relevant to your brand."

"Paul Goode: Suddenly the internet comes along with “clickthroughs” and it is a massively seductive thing that drives the whole industry. About 30% of direct marketing budgets go into online and search because click-through is a wholly appropriate measure there."

"FCP: I don’t think we’re talking about a person or a programme. We’re talking about changing the infrastructure of research. If we collect data 24/7, then we need to add more self-service elements in order to harness it. The people within our organisation are used to managing data and we need to think about the user."

and I really great real-time search engine that I have been using is We Trendz.com which turns all realt-time information into data.

Architectural Innovation

Architecture isn't one of my specialists subjects but innovation doesn't fail to excite me! Reading what 3 architecture students have been up to in America has definitely been interesting. They bought a house, bargain price of $6,500, they live in it and have given it a complete refit.

An interactive floor plan, every room has more than one use and all the materials they have used have been donated by local business and are eco-friendly. Each individual room is treated as a cude rather than a room and the aim to make more "breathing" space for people and to not treat it so much as a home but as a functional object. The future of living? Maybe with room for building houses running out this could be the solution.

source:wallpaper.com

This Years Most Powerful Luxury Brands

It's good to know that even in the recession luxury brands are progressing, making money, are evolving in terms of digital developments, web 2.0  and are creating a story (all about the heritage and history of the brand-see previous blog entry!)

Here are the top 5, list from Millward Brown

1.Louis Vuitton

2.Hermes

3.Gucci

4.Chanel (it wouldnt be the same without it)

5.Hennessy (LVMH-owned cognac brand managed to creep in)

All Change for Louis Vuitton

I can hardly contain my excitement for what I have just witnessed...Louis Vuitton website has had THE makeover of the season. Last time I went onto the site it looked like this:

You can see that one upon a time is was indeed ahead of its time, the slickness and simplicity of the whole thing is what made it successful in the first place but now things have gotten a lot lot better.

It is no secret that brands have recently gone back to their roots, their core values and beliefs, their company history and their reason for settting up the brand in the first place and Louis Vuitton's new website is the perfect example of how combining digital interactive media along with the brand's history can be a success.

I have become slightly obsessed with analysing the interactive map, goint to "fashion shows" and back to the "family house". It is such a visually stimulating website you can't help but interact.

Louis Vuitton are back in the game!

visit it now: http://press.louisvuitton.com/TheJourneyOfaWardrobe

The Interview of the Season

Business of Fashion is going to be livestreaming an interview with leading industry editor Jefferson Hack, and I simply can't wait. I have been following their updates on their website and it was only when demand got so high that the organisers decided to broadcast it live.

source:www.businessoffashion.com

The recent development to the whole event has been getting blogs involved in all the fun, leading fashion blogs Style Bubble, Bryanboy, Tavi Gevinson and fashionista will all be livestreaming the event for them. It is such an effective way to create user participation online, users can comment and have online discussions about the event and what their thoughts are, an excellent way for the organisers and brands to see what people's impressions of fashion and luxury currently are...a very good and contemporary way of gathering valuable research.