{"id":54378,"date":"2012-10-12T12:01:58","date_gmt":"2012-10-12T16:01:58","guid":{"rendered":"http:\/\/www.thedetroitbureau.com\/?p=54378"},"modified":"2012-10-12T12:01:59","modified_gmt":"2012-10-12T16:01:59","slug":"martys-marketing-minutia-fashion-and-cars-edition","status":"publish","type":"post","link":"https:\/\/thedetroitbureau.com\/2012\/10\/martys-marketing-minutia-fashion-and-cars-edition\/","title":{"rendered":"Marty’s Marketing Minutia: Fashion and Cars Edition"},"content":{"rendered":"
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Isaac Mizrahi teams up with Chevrolet.<\/figcaption><\/figure>\n

Return Of The Fashion Designers?<\/strong><\/p>\n

Years ago Lincoln used the famous ladies haute courtier Bill Blass was arguably the first fashionista to create the interior of a new vehicle. But that long-running association ended some years back, as did Chrysler\u2019s ties to Nolan Miller, noted entertainment designer for celebs, had a run at creating a few runway gowns and the interior of a Dodge Dynasty based on the television hit of the \u201880\u2019s, Dynasty.<\/p>\n

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Your News Source!<\/figcaption><\/figure>\n

So, in recent years, most makers have had minimal involvement in the fashion world but for the occasional high-profile event, over linked to the likes of an Oscar or Emmy ceremony.\u00a0 But that\u2019 beginning to change and the fashion world is forming new links to the auto industry.<\/p>\n

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An old Bill Blass Lincoln.<\/figcaption><\/figure>\n

There have been special edition vehicles from other manufacturers with borrowed identity from sports, camping and other industries as well as fashions and accessories based on the car brand\u2019s themselves \u2013 think Porsche, Mercedes-Benz, Ferrari, etc. \u2013 though consumer acceptance and distribution has been mixed, at best, until recently.<\/p>\n

Fiat, however, had a great publicity success with a special Gucci edition 500 last fall. This week Chevrolet announced a collection of six women\u2019s ready to wear fashions and accessories created by Isaac Mizrahi, whom Chevy called \u201cthe\u00a0 Iconic fashion designer,\u201d all inspired by the all-new 2013 Chevrolet Malibu midsize sedan. The new items range in price from $110 to $298 and have very limited national distribution through traditional retailers. Recalling personal experience in the schemata (NewYork-eze for ladies fashions) I have but one word to say: \u201cOy.\u201d Followed by, \u201cgood luck.\u201d<\/p>\n

Chrysler has just announced the retention of noted designer John Varvatos who was born in Detroit to create a special limited edition Chrysler 300. Brilliant association. Couldn\u2019t have been a better fit for the men\u2019s designer known for this unique collections. To me this is literally a bespoke fit of designer and car brand. Click Here<\/span><\/strong><\/a> for the new commercial.<\/p>\n

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But wait, there's more...as Toyota pitches to the Home Shopping Network audience.<\/figcaption><\/figure>\n

Toyota\u2019s\u00a0 HSN Venture\u00a0 <\/strong><\/p>\n

<\/strong>Unless you are a 24\/7 television viewer the initials HSN probably doesn\u2019t mean much to you, but to almost 5 million viewers, 87% of them women, the acronym means the Home Shopping Network. This is the interactive on your-own-TV-set mall home of a veritable treasure chest of big screen, jewelry, shoes, wear women\u2019s apparel, appliances, computers, beauty aids among other items and as of last Sunday \u2026 Toyota\u2019s. Toyota\u2019s? Yes, Toyota\u2019s.<\/p>\n

Dial flipping last Sunday between so-so NFL games the program guide said, \u2018DiscoverToyota\u2019.\u00a0 Had to be a mistake, but it was not. This, indeed, was a special live one hour program featuring the Toyota Prius\u2019. This was more than an infomercial, the content was factual, accurate and aimed to the women who watch HSN and spend millions through the network — and hold the purse strings on many family purchases. \u00a0There was a special offer, too, based on registering by phone or on a Toyota-HSN micro site: if the viewer could prove they bought or leased a Prius within ninety days they\u2019d receive a $1,000 HSN Kash Card or a $1,000 gas card.<\/p>\n

I thought this was a brilliant ambush marketing tactic.<\/p>\n

Upon checking I learned Toyota was the first automotive brand in 34 years to use HSN as an outlet. The auto brand and HSN were brought together by a \u201cThird party,\u201d noted Steven Curtis of Toyota\u2019s PR staff, \u201cAfter a few months of negotiations.\u201d HSN is a new type of retailer who expects, make that demands, a percentage of the sale through its exclusive cable network. If they got a cut of the sale, that would make HSN a dealer, right? And that\u2019s illegal in most states, also right, right? Understandably, Curtis declined to disclose any of the financial arrangements.<\/p>\n

The brief, as described was brief, \u201cOur chief aim was to improve Toyota\u2019s opinion and familiarity among the HSN audience as well as demystify Hybrids. We believe our post survey will prove we did just that. With that said, results (consumers responding to the CTA) from Sunday\u2019s broadcast exceeded our wildest expectations. Following the initial broadcast, we had already exceeded our expectations for information distribution for the full day. The HSN programs were in-part to support the work of Toyota dealers around the county,\u201d Curtis further explained.<\/p>\n

Three one-hour segments were aired with HSN hosts Brett Chukerman and \u00a0Marlo Smith. The special Toyota panel members were Tara Weingarten, Editor in Chief of Vroomgirls.com<\/a>, \u00a0Micah Muzio, Managing Editor, KellyBlueBook and Kristyn Burtt, Toyota Product Expert.<\/p>\n

The Son Also Rises\u00a0 <\/strong><\/p>\n

<\/strong>Jay Penske, yes that Penske, this week agreed to buy Variety magazine, the107-year-old bible of show biz adding to his collection of entertainment websites for a reported $25 million.\u00a0 A move that made news in the media, entertainment and show biz industries because at one time the venerable publication was valued at significantly more.\u00a0 Chip off the block.<\/p>\n

An Old Media for a New Buyer?\u00a0 <\/strong><\/p>\n

<\/strong>Lincoln has launched a stealth marketing program to carefully selected consumers to come test drive pre-production models of the redesigned 2013 Lincoln MKZ according to a few reports that were verified by Lincoln communications.<\/p>\n

What is puzzling is the use of post cards \u2013 arty black and white post cards at that — to reach the younger, affluent potential buyers of the new vehicle. You remember post cards don\u2019t you? They were the old family and friend communication medium of \u201chaving fun wish you were here\u201d post cards that predate email and texting. Is this a strange medium to reach younger more hip buyers? Hell, I am part of the over 60+ generation and would find it, at best, odd, if I received a post card to an exclusive event. \u00a0Wouldn\u2019t you?<\/p>\n

Not strange is the idea of semi-exclusive appeal to a group that thrives on owning the first of anything and getting privileged and pampered attention wherever they shop, dine or stay. It is a good strategy that goes up against the Euro-Three-luxe brands and the resurgent Lexus brand which pioneered customer care in the premium car marketplace.\u00a0 Lincoln\u2019s program, called Exclusive Access Tours, will be conducted in nine major luxury markets.\u00a0 Stay tuned for further updates.<\/p>\n

How Will a New York Icon Play in Houston?<\/strong><\/p>\n

<\/strong>In a departure from its traditional advertising creative platforms, Volvo signed Jeremy Lin, a Harvard grad and NY Knicks favorite now with the NBA Houston Rockets, to a two year endorsement package. \u00a0Lin is featured in a new commercial called The Unexpected Ones that is airing among the usual networks now. Click Here<\/span><\/strong><\/a> to take a look.<\/p>\n","protected":false},"excerpt":{"rendered":"

Automakers turn to fashion designers including Isaac Mizrahi. Toyota turns to the Home Shopping Network. Lincoln turns to an old medium to pitch to young buyers. And basketball phenom Jeremy Lin homes to deliver a slam-dunk for Volvo. All that and more in this week’s installment of Marty’s Marketing Minutia.<\/p>\n","protected":false},"author":15,"featured_media":54381,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mo_disable_npp":"","footnotes":""},"categories":[8],"tags":[],"make":[],"post-state":[],"category_old":[151],"acf":[],"_links":{"self":[{"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/posts\/54378"}],"collection":[{"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/users\/15"}],"replies":[{"embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/comments?post=54378"}],"version-history":[{"count":0,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/posts\/54378\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/media\/54381"}],"wp:attachment":[{"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/media?parent=54378"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/categories?post=54378"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/tags?post=54378"},{"taxonomy":"make","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/make?post=54378"},{"taxonomy":"post-state","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/post-state?post=54378"},{"taxonomy":"category_old","embeddable":true,"href":"https:\/\/thedetroitbureau.com\/wp-json\/wp\/v2\/category_old?post=54378"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}