“Toys “R” Us unveils multichannel mobile CRM tactics”

Joe Cannon — Sun, 12 Sep 2010 14:03:54 +0000

I am not yet convinced about mobile commerce. But we are seeing increasing experiments in this area – particularly in Asia and Europe. Toys “R” Us, which apparently does pretty well in Hong Kong , has launched a new multimedia campaign that utilizes QR codes, vidoes, and rewards. The toy retailer has 18,000 Faceboook members in Hong Kong and its YouTube channel (HKTOYSRUS) is one of the 10 most viewed in Hong Kong, and there are more than 700,000 Hong Kong members of its Star Card Loyalty Program.

The article, “Toys “R” Us unveils multichannel mobile CRM tactics” (Mobile Commerce Daily, September 9, 2010) offers a good example of integrated marketing communications that utilizes a variety of new media in a foreign country. One element of the campaign is an iPhone app — the video below shows how that works.

“TV Ad Powerhouse FedEx Woos Small Biz with Web Parodies”

Joe Cannon — Sun, 28 Feb 2010 15:08:55 +0000

FedEx is targeting small businesses with a series of web parodies. One commentator in the Wired article “TV Ad Powerhouse FedEx Woos Small Biz with Web Parodies” (February 26, 2010 – UPDATE 7-8-11: link no longer works and we cannot find the article, sorry) wonders how well this will work. I watched a couple of the 3 minute videos — they are kind of funny and educate customers on FedEx services at the same time (not an easy task). They are modest budget productions and the media costs are zero. The videos I saw had anywhere from 20,000 to more than 400,000 views. At this point, the payback from the use of YouTube and other social media is hard to predict, but one good way to find out is through experimentation.

The video is a versatile example of many marketing concepts. It is always nice to have clear, understandable B2B examples. The video shows how FedEx tailors its strategy for the small business target market and could fit with chapter 2′s discussion of strategy planning and chapter 4′s coverage of segmentation and targeting. The video might also be shown with a lecture on organizational buying, where we talk about service businesses. Finally, it also fits with integrated marketing communications and advertising on the web.

[NOTE, January 7, 2011 - sorry, FedEx removed the video.]

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“Toys “R” Us unveils multichannel mobile CRM tactics”

“TV Ad Powerhouse FedEx Woos Small Biz with Web Parodies”