Fourth quarter is a time of great stress for many companies--it's crunch time and with a bleak outlook on the economy heading into 2009, brands that typically stick to safe venues of advertising, such as print and broadcast, are now looking to do more with less. A good example? Creme de La Mer is advertising on Facebook. The luxury beauty brand who targets the 50 yr+ market is now being seen by a younger audience and targeted to those profiles that meet their keywords. When a beauty brand that charges $500 for moisturizer begins using social media as an alternative to print, one has to wonder--will there be a mad rush into the social media space where advertising costs are lower than paying high priced fees in faltering print publications?
When a luxury brand such as La Mer begins advertising on social media sites is it an act of desperation to push product in a time of major cut backs or is it that the luxury brand is beginning to understand the influence of the social media space? Or maybe a little of both?
I'd love to hear your thoughts--do you think we will we see an increase in advertising spending into December and the first quarter of the new year on sites such as Facebook and MySpace with brands who typically aren't found engaging with consumers there?
Posted by Shannon Nelson on November 18, 2008 7:31 PM
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Comments (2)
I agree with what Shannon is saying. It seems that in the world of PR companies are moving towards a younger market, and the way to get to these markets is going via Facebook or Myspace. Though also, as one might now you can also find the people of older clientale on these site. My parents both have their own pages along with Aunts and Uncles. So in the world that we are living in and the world that is in a struggle economically it seems that companies are doing everthing they can to get new consumers so that they make more of a profit and who better that the easily influenced 20 something group who still want to make a name for themselves and live in a world where how you look is everything.
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amie |
November 30, 2008 7:42 PM
Posted on November 30, 2008 19:42
I feel like this seems like a great idea -- advertising on social networking sites- but in the end will not prove effective for a fashion or beauty brand. It's true that almost everyone we know these days seems to have an account on these sites, however I think that people visit the sites as an escape- and shopping is not on the brain. People visit these sites to keep in touch with friends, check out pictures, network, etc. I really don't think they are thinking about shopping, the new must-have bag or wrinkle-fighting moisturizer at all- one thing is on the brain- to "network socially."
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jeannie |
December 2, 2008 5:30 PM
Posted on December 2, 2008 17:30