Thursday, July 30, 2009
♥ Retail Communication Mix
1) Mobile Advertising Campaign
“The Armani Exchange Spring 2009 mobile advertising program gives AX the opportunity to engage our customers in a timely, relevant and entertaining way,” said Tom Jarrold, senior vice president of global marketing and communications at Armani Exchange, New York.
The new AX mobile advertising campaign is designed to leverage AdMob’s iPhone network and drive consumers to a specially designed mobile Web site where they can sign up for Text AX, find stores near them, watch videos, see images of the new Spring 2009 line, or read the AX Styletraxx blog.
AX Armani Exchange launched its first mobile advertising campaign to promote its AX Armani Exchange Spring 2009 collection.
Armani teamed up with The Media Kitchen and AdMob to gain awareness of the new AX spring line, drive opt-ins to the brand’s text messaging program and to continue building the brand’s relationship with its customers.
Armani teamed up with The Media Kitchen and AdMob to gain awareness of the new AX spring line, drive opt-ins to the brand’s text messaging program and to continue building the brand’s relationship with its customers.
“The Armani Exchange Spring 2009 mobile advertising program gives AX the opportunity to engage our customers in a timely, relevant and entertaining way,” said Tom Jarrold, senior vice president of global marketing and communications at Armani Exchange, New York.
The luxury retailer did a text-to-win promotion in an effort that also involved future SMS marketing.
Consumers who texted in were added to a mobile database and later sent text messages announcing new collection arrivals, exclusive offers, AX events and mobile downloads.
The new AX mobile advertising campaign is designed to leverage AdMob’s iPhone network and drive consumers to a specially designed mobile Web site where they can sign up for Text AX, find stores near them, watch videos, see images of the new Spring 2009 line, or read the AX Styletraxx blog.
2) Club 21 Membership
As Armani Exchange is managed by the Club 21 Group, Club 21 members get exclusive news and coverage about the latest seasons and offers that they can get whenever they sign up for the Club 21 Membership.
So Armani Exchange uses its members database to communicate to all of its members about their retail outlets etc.
7:32 PM
