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