Nov 302010
 

From Advertising Age: Why Tommy Hilfiger Boosted Ad Budget by 60%, Aired First Branded TV Spot Since 2005 – Advertising Age – CMO Strategy.

Avery Baker, Exec. VP of Global Marketing & Communications for Tommy Hilfiger: “Print is the backbone of our plans on an ongoing basis, but in addition, we’ve really stepped up our activity in the digital space. We think the combination of that with TV is essential. The two really need to work in tandem. Already, for example, on Facebook, on Twitter, on our own site, the Hilfigers have been engaging with fans on a frequent basis. We actually saw in one month our fan base grow by 25% on Facebook, once we started to feature these family members as an active part of the brand experience. We think the more we can push this campaign out in traditional media, the more we can pull consumers in to engage with the family and with the brand in social media and the digital world.

Meet the Hilfigers is a smart, multi-channel, multi-disciplinary marketing campaign developed  to engage customers in the lives of fictional characters – never mind that most of us don’t come from such an astonishingly good-looking and well-dressed family!

The campaign aligns social media with print and TV advertising to generate a sense that this “family” wants to meet us and educate us on having some wholesome family fun – and look good doing it. Of course, the next step after seeing the TV or web promo is to adopt the style of your favorite Hilfiger family member and buy exactly what he or she is wearing. From the Hilfiger website you can select any of 15 family members, click on that person’s name and see what outfit s/he is sporting in the ad and order the coordinating pieces right there. You don’t even have to think. Just buy what Jacqueline., Or “Jax” to her friends, is wearing and you can look just as fashionable.

Tommy Hilfiger has covered most of the bases to make buying easy. If you’re stuck on a commuter train without your laptop, there’s an iPhone app for you as well. The only real flaw that I found was when I selected “meet the Hilfigers” individually and see their stories, which read like Peyton Place, I could not click on Jacqueline and be taken to her wardrobe. I had to go searching through Hilfiger’s online merchandise catalog for the great, cable knit cowl neck sweater she is wearing in the video (I made it easier for you with a link). Hilfiger needs to make it as easy as possible for a potential buyer to make the purchase their ad campaign is driving you to desire.

I would also advise Hilfiger to utilize the Hilfiger family actors as models in their online catalog wearing the outfits they are promoting in the commercials. This would allow customers to connect one more time to the characters that Helfiger created.

Cross-pollination among branding venues is primary to a successful marketing campaign.

Happy December to all of you!

Kat

May 202010
 

This morning I decided to walk around a local wetlands sanctuary and shot some pictures with a borrowed iPhone. I’m so glad that I did! It was sublime.

And this! The painted surface of an old metal park bench placed a few feet into the water for fishing…
Here’s an example of another such bench…
May 172010
 

I shot this with a borrowed iPhone the other day. These are the evening clouds we often see here in Colorado… big, lofty and reflective of the sunset colors bouncing off the snow-capped Rocky Mountains. It’s easy to lose yourself in these clouds and feel as if your feet have left the ground. Enjoy! ~ Kat

Apr 052010
 

I have been asking myself that question a lot lately – especially when people quiz me, “So, what do you do?” I used to answer first that I am a writer and photographer who also paints and then I would add, “But for a living I am a fundraiser and marketing specialist.” Now I hem and haw on the answer and sometimes land on, “I have no idea. Lots of things, I guess.” Oh well, I always hated that question anyway and receiving the sideways looks of confused strangers kind of humors me. I know I am supposed to know the answer to that question - and I do; I just don’t know how to deliver it in a tidy sentence.

This career uncertainty leads me back to launching this blog. I kept hearing from my creative friends that it should be all about my art, my photography or my writing. My business-minded friends suggested I use it to communicate about fundraising or marketing in emerging media. When I said, “How about all of those things?”  to any one of them the responses were always, “Just focus on one thing you’re really good at!”

Hmm… what if I am really good at lots of different things?

I don’t think that most people believe that having talents for lots of different things is truly possible but, being both a left and right-brained thinker, I know that it is. Several brain tests I have taken demonstrated the same results: I am both analytical and creative, a realist and a dreamer (oh, and I am a true Libra).

I think the fact that my brain function is fairly evenly balanced between the two hemispheres is also the reason why I manage to shoot some good photos. I understand the technical wizardry required to capture a low light, high-speed shot and I can see the final image in my head before I even engage the button. Friends who go out shooting with me laugh that, even with digital photography and the ability to get off a hundred shots of the same subject (allowing you to hedge your bets that at least one shot will be great), I still shoot only a few frames and then I am off to the next subject. I usually know if the lighting is right, subject placement works and if the picture tells a story or will have visual appeal.

My first camera was a vintage Hasselblad rangefinder that an elderly neighbor gave to me when I was 8 years old. He bought it in Germany after WWII, before he returned to the states as an Army captain. It was heavy and shot incredibly clear and detailed images. My poor mother spent a small fortune developing film at the local drugstore every week. It was then – at the ripe old age of eight –  that I decided I was going to be a photographer and a writer when I grew up.

Over the years I owned a few Canons SLRs and then finally a DSLR. My first film Canon was stolen in the Yukon and, more recently, my DSLR Canon was stolen abroad when I loaned it to friends for their vacation. They offered to replace it, but both were recently out of work and struggling financially. I could not ask them to buy me a new camera. Unfortunately,  I had also let the insurance lapse because I knew I would be buying a new DSLR soon. That was a year ago.

After having my DSLR stolen, it struck me oddly that my new camera of choice was my iPhone. Nevertheless, I got off some great shots with it and at least felt like I was still living in the world of photography – even if only on the outside of town. Then I dropped my iPhone on a cement floor one evening and that was the end of my photo-shooting adventures.

Most people who know me would tell you that I am the friend who is almost never without a camera. I knew from experience that it was agonizing for me to have to say, “Oh, I wish I had my camera so I could take a picture of that!” So, I made sure that I always had a camera in my car, purse, backpack, or slung around my neck. Now, I am completely cameraless and have had to get used to life without one.

I never write about the divorce I am going through – not on Twitter, Facebook or here. It is a painful, difficult and very personal experience that I am sure many of you can relate to. Frankly, I get so tired of talking about it with close friends and family that I am thrilled to have a “virtual circle ” of friends who are oblivious and therefore ask me nothing of it. Because of the dissolution of both my marriage and the nonprofit agency I once ran, I am using all of my wits (both left and right-brained ones) to keep afloat economically and emotionally. It has been quite a valuable learning process. I have had to adapt to doing more with less and to simplify, simplify, simplify. Still, despite the difficulties, I am so much happier and healthier as a person now that I am in control of my life again. I have also noticed that my art, my writing and – most especially – my photography have become more enriched and colorful (the same is true of my friendships).

Friends sympathetically ask me how I can still be a photographer without owning a camera.  To me, that is like asking a blind person how they can still be a human. I still “see” the photos I would shoot and in my mind (sometimes even out loud, which earns me a few odd looks) I observe something I would ordinarily shoot with my camera and I say “click!” Now it is stored in my brain – I just regret that I cannot share those images with others.

Once this challenging cycle in my life is over and the bloom emerges again from the thorns, I will have a good camera and be able to share those images with my friends and family, as I have been doing since I was eight years old. You can take the camera away from the photographer, but the photographer remains – and this too shall pass.

Namaste,

Kat

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