How Your Brand Can Leverage Competitor Ads This Holiday Season
It’s the most wonderful time of the year. It’s just coming a bit earlier and lasting longer than expected. Welcome to the year of the “Christmas creep,” as described by Stuart Elliott’s October 15, 2014 column in The New York Times. Retailers have holiday displays up before Halloween. Brands are sharing holiday shopping wish lists earlier than ever before. Consumers are receiving e-mails, mailers, ads and a variety of “shop here now”...
Retail Customer Experience: Report: Average Holiday Retail Ad Only Engaged 6 Percent Of Consumers
Our 2013 holiday advertising research highlighted how major retailers holiday ads resonated with consumers. The success or failure of a holiday ad is usually a strong indicator of overall company performance. The research focused on advertising campaigns from: Target, Sears, JC Penney, Macy’s and Kohl’s. Key findings included: The average holiday ad only managed to engage and make a brand connection with 6 percent of the...
Is Competitive Advertising Always a Zero-Sum Game?
Advertising Age: Competition From Everywhere Has Hasbro, Mattel In Toyland Showdown Mattel and Hasbro have a lot at stake this holiday season. The toy retailers expect to make 40% of their annual revenue in the next four weeks. The two have their plastic dukes out and are ready to fight. When it comes to competition, especially in an industry with limited players, it is only natural for brands to carefully watch what the other one is...