Jeff Mindell (Post 1)

After deliberating for a few days about what to throw up on here as my first bit of content to share with our class, Professor Heenan and the people at Mosmann, I decided to just discuss some ideas that I had after meeting with our class last week and the Skype session with our client.

First and foremost, I’m very excited to be working with such a cool client! It’s amazing that in my last semester as a college student, I am able to work with a real client on a real campaign. This is something I have always wanted to do.

In terms of ideas, I think that the two key components that we should be focusing on are messaging and brand awareness. Initially, I thought it might be fun and tongue-in-cheek to come up with a campaign that played into the Australian stereotype from an American POV, but after hearing from the client that they didn’t necessarily want the “Australian” stigma attached to the brand, I dropped that idea. I think our group did agree that whatever we needed to do, it needed to be bold and smart. The campaign needs to make a statement by way of a tagline, imagery in the ads, etc. We also want to stand out from the competitors however we can.

To leverage brand awareness, I think the online world is an untapped resource that Mosmann could potentially take advantage of. As I brought up in class last week, the company has a Twitter account, but it hasn’t been active since October 2010 and they only have a handful of followers. I would love it if our class was able to have access to the account so that we could try and improve the brand awareness for Mosmann. We also talked about reaching out to “influencers” or key people in the world of men’s fashion that either blog, write for magazines, or trade publications that might help us on the awareness front. Not only is word-of-mouth marketing utilized here, but it’s also free.

Other ideas that I had for the company were to look into sponsorships or partnerships. Basically, a way for Mosmann to take advantage of any and all kinds of cross-promotional opportunities. After some market research, we would be able to look into other companies or brands that represented the lifestyle of the Mosmann underwear customer and reach out to those people as to target exactly the right audience. (We tossed around a few ideas in our group meeting today and I’d love to see a few get off the ground!)

Until Next Week,

Jeff Mindell, Strategic Planner


5 responses

  1. John Heenan

    Great start

    January 24, 2011 at 8:14 pm

  2. Your summary is spot on. In regards to price, we don’t want to price ourselves outside the reach of men. In this regard, also find out in your survey, what our target market is willing to pay for nice comfortable designer underwear. Also what are they buying now? What brands? What are the prices for these brands? We can adjust our price to that sweet spot. In regards to highlighting differences, we are open to your suggestions on what else we could do to distinguish ourselves and attract buyers besides our fabrics. Thick waist bands and that we originated from Australia. Might be an idea to ask a question relating to this in the survey. Ask them what do they want to see designed in men’s underwear?

    January 24, 2011 at 11:38 pm

  3. John Heenan

    When you look at the competition, men’s underwear singles priced between $25 – $40, you will find a broad range of products from major brands to lesser know names and a wide range of styles, many similar in cut, fit, size, and color range. Smart marketers have determined real consumer demand for these products. But who is the real consumer? You’ve got to get outside your own experiences and perceptions to objectively view this market, the customer, and the opportunity for a new brand like Mosmann to enter and succeed. The big name brands are reporting sales increases year over year. Why? What is driving the purchase behavior and among what sub segments of 18 – 30 year olds? What is the appeal? What is the need that this product fills? What need isn’t being filled by the others? You should do a complete analysis of the competitors to know what their appeal is and to whom. The same is true for the audience. Who are they, why do they buy, and how can you enhance your offer to motivate interest, trial, evaluation, purchase, referrals, and repeat purchases? You have to find something about the men and women who are inclined to want the product, who frequent upscale retailers for their fashion needs, and care enough to buy at these prices. You’ll have a hard time unless you really understand these issues. Good luck.

    January 30, 2011 at 8:11 pm

  4. scott stephens

    With regard to Twitter. Suggest you look at all social media outlets collectively and develop a strategic plan to move the online messaging forward.
    “Online influencers” – Good thinking, there are a lot of sites that will review and promote your product. Need to come up with a list of and reach out to them (Urban Daddy, Prz Man, etc.) But make sure this coincides with the rest of your overall marketing plan.

    January 31, 2011 at 2:54 pm

    • Scott,

      This is something that I have a lot of experience with and for our purposes, it is something that I feel is 100% doable. This will be something that I hone throughout the process.


      January 31, 2011 at 9:27 pm

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