Mobile Version Subscribe Issue Archive Contact Us About Us Advertise

RSS | Login | Register

Niche Marketing

Online contest helps Neiman Marcus stand out at the prom

Chris Daniels August 01, 2010

Every year, the 41 individual stores of Neiman Marcus target prom-going teens through standard outreach, as well as events organized with local high schools.

Brands find comfort level in promoting new male products

Alexandra Bruell August 01, 2010

Seinfeld's Kramer may have been ahead of his time when he invented "The Bro." But though the fictional man bra never hit shelves, established brands that typically targeted females, such as those produced by Spanx and Unilever, are now realizing new potential in their product portfolios for a male audience more aware of the products they're missing.

Lexus highlights dark side to build interest in new hybrid

Alexandra Bruell August 01, 2010

Lexus aims to reach a new, younger consumer with an integrated prelaunch campaign for its CT 200h hybrid, slated to roll out in the US in 2011.

CMO Q&A: Andy Glaser, CMO, Hennessy

Alexandra Bruell August 01, 2010

Hennessy's Andy Glaser speaks with Alexandra Bruell about where the company is increasing marketing spend and its latest product launch.

Image adjustment for Fantastic Sams

August 01, 2010

Fantastic Sams is looking to broaden awareness of the salon franchise among its target demographic: women aged 25 to 54. Working with PR AOR Fleishman-Hillard, the company partnered with women's clothing catalog producer Spiegel for its annual "Reality Dressing" contest, where everyday women win a chance to be featured in an upcoming catalog.

Facebook growth strategy: get chummy with PR

Jason Shuffler July 30, 2010

Facebook has reached the 500 million user milestone and the social network is eyeing future growth and communications challenges ahead by befriending the PR industry.

Maurices goes mobile to keep momentum with its consumers

Chris Daniels July 01, 2010

Maurices, a fashion boutique in 700-plus small towns in the US, launched a Facebook page last August, its first foray into social media.

Modern branding campaigns develop a nostalgic feeling

Alexandra Bruell July 01, 2010

Marketers don't need a time machine to understand that the familiar and simpler past connects with consumers.

Sleepy's energizes its brand and e-commerce site with segment on popular show

David Ward July 01, 2010

Sleepy's is a well-known mattress retailer in the Northeast and Mid-Atlantic states. The company was looking to create national awareness for its Sleepys.com e-commerce site, as well as raise its overall brand profile.

Roman Meal sticks to healthy attitude

Alexandra Bruell July 01, 2010

Bread brand Roman Meal hopes its summer sandwich campaign will boost awareness among its Boomer target and reinforce its positioning as a convenient, healthy product.

Women will respond to social media's call to action

Jodi Kahn June 01, 2010

Social media has become the new normal, changing the way we connect, conduct our business, and even manage our daily routines. Online communities have become the new world we live in - blogs and message boards have now become the centerpieces of our "online" lives.

CES 2010: Welcome to the world's largest man cave

Kelley Skoloda January 11, 2010

I was in Las Vegas for the 2010 Consumer Electronics Show to speak as a marketing-to-women expert and look for what I'll call "SHElectronics"—products that were developed for, created with or are marketed to women.

PR students name top issues for new decade

Bruce Berger January 08, 2010

At the beginning of a new year, we often reflect on trends or issues in the previous year, even as we look ahead.

Market to your niche, but do not forget everyone else

January 01, 2010

If you're a brand selling the basics - food, auto, financial services, household products - avoiding some other basics in your campaigns is a good idea, namely sex and race.

Coca-Cola takes another path to reach younger consumers

Kimberly Maul January 01, 2010

In October, Coca-Cola introduced its Expedition 206 social media campaign, designed by its recently introduced department of social and digital media.

Waterford takes a youthful approach to revive its brand

Aarti Shah January 01, 2010

After being pushed to the brink of bankruptcy early last year, Waterford Crystal desperately needed to reinvigorate its brand. It launched its first campaign last fall after WWRD Holdings purchased it in April.

Chase offers new 'Ink' cards to connect with small businesses

Tonya Garcia October 05, 2009

WILMINGTON, DE: Chase Card Services has introduced a suite of cards, "Ink from Chase," and a marketing campaign targeting small businesses.

'Mommy Madness' hits St. Louis

Tonya Garcia October 02, 2009

ST. LOUIS: The Mid America Chevy Dealer Association is hosting a "Mommy Madness" promotion later this month where it will provide six mommy bloggers with Chevy vehicles while they go about their days.

Niche efforts prevail upon the death of the generic consumer

September 01, 2009

Despite the increased segmentation of the marketplace, some PR campaigns still seek to reach everyone through their initiatives.

Modelinia site sets sights on fashion insiders

Alexandra Bruell July 31, 2009

Six months prior to its February 2009 launch, Modelinia.com, a model- and fashion-focused media outlet, set out to introduce its brand to fashion industry insiders.

The numbers don't lie: US diversity to continue rising

Lori George Billingsley July 17, 2009

Recently, the US Census Bureau made an announcement that confirmed what we all knew: the US is becoming more diverse.

PRWeb adds four distribution partners

Tonya Garcia July 15, 2009

LANHAM, MD: PRWeb, an online news distribution service from Vocus, has added four distribution partners.

General Mills targets niche audience with gluten-free products

Tonya Garcia July 08, 2009

Audiences far and wide recognize General Mills for its food products. Now the company is targeting a very niche set of diners with the introduction...

Depend partners up for prostate cancer awareness

Frank Washkuch June 19, 2009

Prostate cancer affects one in every six men, with 192,000 males expected to be diagnosed with the disease this year in the US alone.

TCM launches social networking site for film buffs

Frank Washkuch June 17, 2009

NEW YORK: Seeking to fill viewers' craving for more interaction, cable network Turner Classic Movies (TCM) launched a social networking Web site this month to better engage film aficionados.

Observer Media Group gains control of 'Very Short List'

Frank Washkuch June 15, 2009

NEW YORK: Observer Media Group, publisher of The New York Observer, has acquired majority control of the Very Short List daily e-mail newsletter from IAC.

Golin partners with progressive database Catalist

Frank Washkuch June 11, 2009

WASHINGTON: GolinHarris' public affairs division has partnered with Catalist, the progressive voter database used by then-Sen. Barack Obama (D-IL) during the 2008 presidential election.

RMT success depends on relevance and spokesperson

Jaimy Lee June 05, 2009

Companies and organizations that are trying to reach a targeted demographic with a complex message can use radio media tours (RMTs) to provide a cost-effective means of additional insight to their story

An effective strategy in the battle to find diverse talent

Kim Hunter June 01, 2009

To ensure that diversity in the workforce prevails, our industry needs to devote efforts to recruit, develop, and retain talented minorities. There are many top-line methods to doing so.