What American Girl, a division of Mattel, has done is just mind-blowing in terms of complete experience it provides its customers - daughters, mothers, families and friends. On the company's website, http://www.americangirl.com/, American Girl is described as "one of the nation's top direct marketers, children's publishers, and experiential retailers." The company offers " inspiring products for each stage of a young girl’s development—from her preschool days of baby dolls and fantasy play through her tween years of self-expression and individuality'. The products include books, dolls, clothes, toys and accessories. But that's just the top of the iceberg. What American Girl really sells is experience. Starting with American Girl magazine, variety of activities on the website, Real Girl of the Year and other awards, movies featuring American Girl characters, fashions shows, bookstore events and affiliated charities to American Girl Place and Boutique and Bistro.
American Girl Place in New York, Chicago and Los Angeles offer an unforgettable experience. American Girl Place Los Angeles opened in April, 2006 at the Grove, a shopping and entertainment centre. The Place includes several Boutiques; American Girl Theatre where visitors can watch a musical; American Girl Cafe where girls can put their favourite dolls in the Treat Seats next to them and enjoy "girl-friendly menu choices"; Photo Studio where girls can get their picture taken that will appear on the souvenir cover of American Girl magazine; and Doll Hospital Admissions services for "dolls in need of some extra care".
Following the success of American Girl Place New York, Chicago and Los Angeles, American Girl Boutique and Bistro were opened in Dallas and Atlanta in 2007. According to American Girl press release (January 16, 2007), "the American Girl Boutique and Bistro will carry a rotating selection of the company’s popular dolls, outfits, and accessories as well as a variety of its best-selling American Girl books. In addition, American Girl fans can treat their dolls to a new ’do in the Doll Hair Salon and enjoy brunch, lunch, dinner, or an unforgettable dessert in the casual Bistro. Designed as the ultimate place to celebrate girls’ birthdays and other special occasions, each American Girl Boutique and Bistro will feature separate party rooms where girls and their friends can enjoy American Girl–themed parties, complete with organized games and activities, special food and cake, and party favors. Various girl-and-mom-friendly programs and classes will also be offered at the store throughout the year."
American Doll offers one of a kind experience that is equilly appealing to moms and daughters. I'm honestly just blown away by all the creativity, consistency in all efforts and understanding of the target audience this marketer shows. It's almost like a Disneyland - exclusively for girls.
Permission Marketing: Seth Godin
I came across a blog of Seth Godin, a guy who wrote a baunch of books offering fresh view on marketing including one called "Permission Marketing: Turning Strangers Into Friends And Friends Into Customers." Check out his blog at http://sethgodin.typepad.com/. I found a couple of entrees on permission marketing which really made me think about this topic. Seth says "permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them." In his opinion, those who give you real and obvious permission really do pay attention. And the permission has to be obvious. "Real permission works like this: if you stop showing up, people complain, they ask where you went." He emphasizes the importance of patience and humility for permission marketers.
I certainly think this is something we need to pay closer attention to. In today's world saturated with advertising people have learnt so well to ignore it - I'm one of them. I don't want to see, hear or read what I don't care about.. do you? Sometimes when you walk down the street in downtown area, you'll get an odd guy or two passionately trying to tell you how to get to heaven. Did you ever actually stop and listen? I didn't. I was focused on moving away from him as fast as I could. So aren't we doing the same thing practising "interruption marketing"? And then hoping someone will like the guy's tie or accent and will finally listen to his "get to heaven in 3 easy steps" speech. Just something to think about.
Branded Utility: M&Ms
Check out http://www.mms.com/ because it's friggin SWEAT! I must have spent a good couple of hours on this site. BecomeAnMM is one of the fun things the site offers. Create your own character then take a pic of him/her in a Photo Studio or have him/her star in a movie (and you get to choose your own soundtrack too). Here are my pics:
And that's not all. Download wallpapers and Screensavers. Send fun e-cards. Play numerious games. Prepare for the Academy Awards by getting tips on throwing your Oscar party, learning about Red Carpet Do's and Dont's and Dressing for Scene. Get recipes, holiday ideas and party tips. And of course customize your M&Ms and even your M&Ms merchandise. M&Ms really does take it to a different level by offering you a complete fun brand experience and a lot of useful cool stuff which what branded utility is all about.
Also check out http://www.psfk.com/ for posts on Branded Utility. I suggest reading an interview with Benjamin Palmer of Barbarian Group (http://www.psfk.com/2006/11/branded_utility_1.html) and one with Gabor Vida of Teknision (ever heard of him?) (http://www.psfk.com/2006/12/branded_utility.html)
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