by Belinda Lui | Dec 27, 2013 | Design, Latest
Innovation can be defined in many ways. You can deliver innovative design or an innovative user experience. In any scenario, innovation stems from the desire to either create something unique and original that has never existed before, or to take an existing product or service and make it even better. Here at 3H, we thrive on the being innovative and thus, put together a list of some of the companies we thought were the most innovative companies of 2013:
2013’s Most Innovative Companies:
1. Burberry: The company’s cutting-edge vision of creating a new user experience brought the runway to the physical stores — through the mirrors. Using RFID chips, which can be read by screens and mirrors, when a customer is trying on clothes, the mirrors can respond by showing images of how it was worn on the catwalk or details of the garment’s construction.
2. Sephora: It’s exceedingly frustrating to choose a foundation when your skin tone keeps changing with the seasons. Without an endless cycle of trial and error, finding the right colour can be a tedious task. Thankfully, Sephora has a handheld device, whose technology is based on that used in graphic design, which holds over 1,000 SKUs of colour to determine an exact match for customers.
3. Flipp App: This is an app that aggregates information from users and retailers to provide the ability to search flyers by interest and your location. Magazines have gone digital, why wouldn’t flyers? This is considered one of 2013’s most innovative companies because they identified a need: making a necessary part of everyday life more convenient, while being environmentally friendly.
4. Crate & Barrel: The retailer’s 3D Room Designer gives customers the ability to ‘try on’ a piece of furniture in their rooms before buying it. Users simply upload a photo of the room they would like to furnish to Crate and Barrel’s online platform and provide their room’s dimensions. The photo is the wiped clean of its furniture, enabling shoppers to substitute pieces from the retailer’s online catalog and visualize them as they would appear in the room. Shoppers can then email the modified photo of their room to the nearest Crate and Barrel and schedule a personal design appointment with an associate.
5. Uniqlo: The Japanese clothing giant has made “fast fashion actually fashionable” (a distinction that some other fast-fashion retailers might disagree with), citing its collaborations with such designers as Jil Sander and Rei Kawakubo.
What examples of innovative companies weren’t mentioned here? We’d love to hear your comments!
by Lisa Wedmann | Dec 19, 2013 | Latest, Social Media
According to Socialnomics, 40% of Canadians were using Facebook or Twitter by 2010. By 2012, almost half of the population had joined social media sites. In 2013, it is established 2/3 of Canadians now use social media. These are facts to be considered when strategizing for a brand launch.
These are numbers that brands just can’t ignore. They realize that they need to be on social media. So, without a lot of thought or planning, they decide to go all in. Next thing you know, they join Facebook, Twitter, Pinterest, Instagram, LinkedIn and Google+.
Then, reality sets in. Social media is not easy. Before jumping in, with both feet, brands need to take a step back and set up a clear brand launch social media plan.
Here are just a few of the steps that companies need to look at before jumping into the social media world in their brand launch!
Research
Who is your audience? What platforms do they use? When do they use them? Why do they use them? The more informed you are, the better the decisions you will make about platforms and content.
Objectives
Just as important as the research, you need objectives. What are your goals, short-term and long-term. Where do you want to go, and how does social media fit into your overall plan.
Create an Editorial Calendar
Plan out the year, then month and eventually the week. Include blogger campaigns, contests and posts. Then layer in all marketing plans since social media give you a chance to amplify promotions, from coupons, to charity campaigns to in-store promotions.
Be Social
Unlike traditional advertising, social media is not simply about putting a message out there. It’s all about the relationships! This means you need to engage, share and respond in a timely fashion. Being present will build the basis for strong relationship. It’s not just about the number of followers, it’s about the level of engagement!
Listen
And if we want to grow those engagement numbers, we can’t just keep talking. It’s important to listen, and really hear what your audience sharing and asking about. What are they concerned about.
Tell a Compelling Story
Social media allows you to tell a story that will create interest, engage your audience and build brand loyalty. Stories are compelling, and will draw in followers and allow consumers to connect with your brand.
Last, but not least, you need Patience! The followers and engagement, will come. But it will take time. And content. Lots of it! What is the one thing that you have found to be most important when launching a brand on social media platforms?
by Belinda Lui | Dec 12, 2013 | Latest, Social Media
I’ve written several posts before on what to post, when to post, and how to post – but in this article, I want to discuss where to post. Which, admittedly, is just as important to identify as the other Ws of Social Engagement. Like most marketing efforts, there isn’t just one formula that works across all social platforms.
Noting this, here is an outline of some of the more popular platforms and the type of social engagement content that best suits their demographics:
Facebook:
This is probably the most liberal social platform for businesses in that you can post pictures, video, links, polls, etc. to engage users. Still, the most dominant demographic for this tool are women between the ages of 18-29.
Twitter:
For more detailed tips on increasing Twitter engagement, read my post here. Twitter actually has a more mature community, so the information (or the tone) in which you communicate should be tailored as such. The fastest growing demographic for Twitter are urban residents between the ages of 55-64.
Instagram:
This application wasn’t meant for hefty, wordy content. Instead of uploading a conspicuous sales pitch with a lengthy description, consider posting a well-positioned product in a picturesque setting for optimal impressions. The top demographic for Instagram are women between the ages of 18-29.
Snapchat:
With a younger demographic (13-23 years old) and a shorter attention span (pictures automatically delete after a timed option), businesses have the opportunity to tap into a new, uncharted territory with fast, impressionable images.
Pinterest:
With women in the lead, making up 80% of the demographic on Pinterest and between the ages of 25-34, this is probably one of the most gender-skewed platforms for businesses to consider when advertising a product or service. The same applies to this platform as Instagram: use a captivating image with a strong message and attach a link for interested users.
Having some clarity about the leading demographics and functions of these leading social platforms may help when deciding what, when, how, and where to post for optimal social engagement.
What are some of the creative campaigns you’ve noted that increases social engagement?
by Belinda Lui | Nov 28, 2013 | Branding, Latest
I briefly wrote about the Hudson’s Bay in my article, “Retail Marketing: Be Seen and Heard”, but I wanted to elaborate on the genius that is behind the mass retailer. Bonnie Brooks didn’t only make The Hudson’s Bay a trendier shopping destination but her business strategy re-positioned the entire brand perception. Reinventing brands is something Bonnie Brooks is familiar with: she formerly worked as an executive officer at Lane Crawford as well as Holt Renfrew.
Reinventing your brand when it has reached a plateau can give it the fresh, sales-driven push that it needs:
1. Advertising:
Hudson’s Bay launched several radio spots to reinforce their brand using Bonnie Brooks’ voice as the spokesperson. This created a more personalized feel, given that it came directly from the President herself.
2. In-store Re-design:
Hudson’s Bay spent millions of dollars renovating the department stores’ interior layout for several locations. A lot of businesses may not immediately see the importance of dishing out obscene amounts of money for a refresh in storefront appearance, but Brooks did – and it’s paying off.
3. Demographic:
Carrying brands that would appeal to the younger demographic, like Top Shop, was a very strategic move on Brooks’ part. Expanding the target demographic would mean more traffic and consequently, more sales.
4. Partnerships:
Hudson’s Bay now carries what they call the “Canadian Olympic Team Heritage Collection” – being one of the oldest Canadian retail brands, making partnership with the Canadian Olympics Team is a great way to sell product nationally. The 2010 Olympic mittens made it on “Oprah’s Favorite Things” list.
5. Heritage:
Brooks didn’t only make Hudson’s Bay a must-go shopping destination for some of the best designer brands but she also brought back the appeal of Hudson’s Bay’s brand too. From couch throws to the classic teddy bear, it’s the Hudson’s Bay as a brand that she’s selling.
6. Logo:
There’s a new strategy in place so why not a new logo to identify with the refresh? Logos can be tricky – you want it to be eye-catching but you also want it to “speak to the heritage of the brand” – and that’s exactly what Hudson’s Bay has done.
Can you name another company that has gone through major reinventing that is worth mentioning?
by Belinda Lui | Nov 25, 2013 | Advertising, Latest
Soon after Halloween passes (literally, November 1), the Christmas paraphernalia goes up. I used to be nauseated by how money-driven retailers must be to shove money-spending down our throats. Then, I remember that the Christmas music also starts soon after on the radio, and most importantly, the Christmas-themed commercials.
Seasonal advertising is probably one of my favourite type of advertising – it gives copywriters and art directors an opportunity to encapsulate the emotions felt during every holiday and prompt some sort of response from its viewers/listeners.
Here are a few of my most anticipated Christmas advertising:
1. Coca-Cola
From their seasonal packaging to their feel-good advertisement spots, Coca-Cola is definitely number one on my list of favourite Seasonal Advertising Campaigns.
2. M&Ms
Who wouldn’t love the two M&M characters? Seeing these animated chocolates, with whom a lot of us have grown a kinship with over the years, live out the innocence of preparing for Santa Clause’s arrival – brings back the memories in 30 seconds (or less).
3. Tim Hortons
Tim Hortons definitely gets the “feel-good”, “patriotism”, and “family” notions spot-on. Who doesn’t like a bit of those things during the holidays?
4. Old Navy
If you’re the type of person (and who isn’t?) that appreciates an upbeat, jolly, dance number – then you would look forward to these commercials too.
5. Target
Still considered to be fairly new to the Canadian market, Target has the ability to capture feel-good and “hip and trendy” in the same ad spot.
While the underlying goal in every advertisement is to push sales, it is no wonder why marketers spend most of their ad money in the fourth quarter: people are more willing to spend during the holiday season and are vulnerable to the emotions that come along with Christmas. Still, if only for the appreciation of great creative work: I thoroughly look forward to Seasonal Advertising Campaigns.
What are some of your favourite Seasonal Advertising Campaigns?
