As a satisfied, opted-in owner of a 2009 Clubman, I'm a recipient of all sophisticated components that emanate from Mini USA's online marketing machine.
For example, I get all the "secret" information, like print ads and emails that can only be viewed with special glasses that come with a kit delivered to owners by regular mail. Upon reading the message, you are instructed to go to some landing page or other where you can get a first look at new Minis or be enticed into attending an event. Kinda goofy, but arresting in its uniqueness and innovation in utilizing different media to put together a message.
So it was through an email blast that I learned about their latest wacky stunt, the Mini-vs-Porsche challenge. Yes, Mini USA has thrown down the gauntlet and challenged Porsche to a race, and all Mini enthusiasts are summoned to cheer Team Mini to victory. If there was any doubt to the authenticity of this event, the irresistable tag line "THIS IS NOT A JOKE" put them to rest.
The punch line of course is that there is seemingly no way for a 170hp Mini to beat a 380hp Porsche in head-to-head competition. But then it's anyone's guess as to how this will play out as the details of the contest have yet to be revealed. Will it be on a test track? Through the hills of the Italian Riviera? Quarter mile? Paris-Dakar?
(My hunch is that this will be the surprise ending element. When Porsche accepts the challenge, they will be given the specs of the race only to find it's to be held on some donkey trail high in the Pyrenees with bends just tight enough to accomodate the Mini's nimble turning radius).
Like all Mini campaigns, the genius is in getting the target consumer/owner tied up in the various channels. The email talks about the race, but the only call to action (or possible clickthrough) is in the "Sign the Petition" button. This takes you to Facebook where you are encouraged to become a fan. Once you get in the loop you can watch the race on Facebook. The event is scheduled for June 21st in what is assumed to be live streaming (though Mini is coy about revealing if it's live or just a website update with taped footage). There's even a die-cast model car set to commemorate this grand hype event.
You also get the full viral video linkage from the FB page, with the challenge wittily delivered to the children of Ferdinand Porsche directly from the head of Mini USA via YouTube.
The Mini-vs-Porsche Facebook wall has rolled out beautifully, attracting comments from the Mini faithful to create a collage of the targeted demographic; comments are universally youthful, cocky and full of fun.
Two years ago I attended Cheetahmail's 2008 Relevance Tour, an event hosted by Experian's email vendor for their retail clients. It was a great event with round tables and networking capped off by a wonderful comp dinner at Bacar.
As good as the conference and the wonderful socializing was, the most interesting part of the day was lingering after dinner with a half-dozen other clients to talk about the future of email with Cheetahmail President Matt Seely. There was a lot of talk about mobile and the emergence of social media, and how these relatively new channels would impact email marketing.
The feeling was perceptible that those in the email biz - not just Cheetahmail but their competitors as well - were a little concerned for the future of their business model and were looking for a way to stay in the online marketing arena should email be displaced as the marketer's most affordable promotion tool.
My take on it was that no matter what happens with online marketing to change the game in terms of delivery, both email clients and vendors will be well positioned to take advantage of their experience. The basics of a well-run email program are so grounded in solid fundamentals of advertising that they will still have significant value in another marketing prototype.
This morning I'm loading my iPod a load of free mp3s from the 9th installment of Urban Outfitters' brilliant LSTN series. Every couple of months UO compiles a playlist of 25 tracks and gives it away free to whoever wants it. And I always want it, because it's free. And usually pretty cool.
The LSTN series formula is a mixed bag of tracks promoting new releases from artists of different genres. I have the last seven LSTN releases on my iPod, and there are at least 3 or 4 excellent songs on each one of them. Not only do I get some free tunes but I get introduced to a bunch of under-the-radar acts I may never have otherwise discovered.
I find this to be one of the most intriguing marketing/CRM campaigns out there. It's right in line with Urban Outfitters' concept of engaging with their customers, a concept that is heavily weighted towards social identification and feather-light on the prodding of their community to convert a sale. It's so soft-sell that it's almost in the realm of subliminal marketing, but a very benign strain of it without the devious aspects of subliminal stimuli.
CRATE & BARREL
As might be obvious from one of my earlier posts, I am a huge fan of what the creative team at Crate & Barrel do with their online marketing assets. Their stylists can take a simple idea and render it into something mesmerizing and seductive. And they are consistent with it - week in and week out their website, catalogs and email design reflects an uncommon focus of great aesthetics.
This spring kickoff blast just jumped out of my inbox right into my retinas. And it's not just the main hero shot - I don't see many emails that feature a tertiary row of promotion as clean and commanding of your attention as the 'Knife of the Month' banner.
Most marketing departments would flinch at running a promotion that features no product but a plain white ceramic bowl (with a low price point) above the fold. But I have a hunch that by virtue of the elegant beauty of it, the house list recipients responded enthusiastically. I'd love to see the open rates on this one.
winner
ANTHROPOLOGIE
The creatives at UO continue to run circles around their peers in online retail by defying conventional wisdom of email marketing - they actually have fun with their designs.
Most retail direct marketers are so consumed with calendar planning and CRM tactics that they become blind to true creative development. The thinking seems to be that if you make all the right strategic moves and don't miss any seasonal promotions you'll maximize your ROI every time you deploy a mailing.
In this recent example of a rare home furnishings promotion from apparel-centric retailer Anthropologie, a dollhouse concept is used to help us visualize how to reinvent our interior space. Below this artist's rendition of your new personality - er, I mean bedroom - makeover, there are other ideas for finishing out a quasi-boho pad: wallpaper, window dressing and funky light fixtures.
Something this warm and fanciful will steal your eyeballs away from all the other stale, predictable promotions in your inbox – no matter how well segmented and strategically conceived they may be.
All in all, a boffo direct mail promotion to catch the eye and open the purse of the 35-50 year old single college educated woman making upwards of $145k per annum who most likely lives in close proximity to an urban area and spends roughly 19% of her annual salary on clothing and non-essentials. (Did I guess right, Anthropologie?)
