Clemson University MKT 4200 Final Exam .
Describe any one of the 3 campaign presentations American Express
discussed on our first company session on Monday:
American Express is involved in many campaigns to help create memories
for its clients and prospective customers. One of its larger cam...
1. Describe any one of the 3 campaign presentations American Express
discussed on our first company session on Monday:
American Express is involved in many campaigns to help create memories
for its clients and prospective customers. One of its larger campaigns is the
participation in Fashion Week. Carrie Hucko, Senior Manger, Fashion & Film
Partnerships, Sarika Sangwan, Director, Digital Brand & Social Media Strategy,
and Brenley Higgins, Manager US Media and Sponsorship Marketing, lead the
presentation. They explained how American Express is in the memories making
industry and that everyday, consumers think about what they we wear, so
Fashion Week is a great opportunity for Amex. Consumers care about how they
appear to others and some just have a passion for fashion. Through these
amazing, once in a lifetime opportunities Amex puts on, they create loyalty
beyond reason for their customers and also broaden the scale to prospects.
With Fashion Week, they had breakthrough in giving access to more than
just people in the industry. They allow card members to experience Fashion
Week through the Skybox. The Skybox serves as a sleek, chic hideaway to
elevated fashion experiences. Between shows, card members mingled with a
who's who in the industry, while gaining expert tips and insights from some of
fashion's leading voices. Amex also enhanced the experience by eliminating pain
points, like creating a Coat Check in the main lobby, having phone chargers
outlets available for use, and providing healthy green juices. Amex also supports
emerging and established designers. This year they partnered up with Carolina
Herrera. Both Amex and the designer found huge success with this partnership,
especially for Carolina Herrera since she does not have a website for people to
purchase her apparel.
Amex also utilized social media by allowing a live Twitter stream during the
show where people could tweet about their favorite looks. Sarika noted that it is
very important to work with your partners and push it through their channels,
since those are consumers who are interested in the service or product. If one is
not strategically using social media and is pushing it through all channels without
a plan, then you will just annoy consumers, causing them to unfollow. Amex did a
really good job using various social media outlets and focusing on those who
have a strong social following, leading up to the event.
In conclusion, this event like the Unstaged Concert Series, offers card
members an invaluable experience that they would most likely never be able to
do. By creating these amazing memories for card members, American Express
shows its loyalty and appreciation to them, and they also show what could be to
its prospective customers.
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2. Several terms were mentioned across several of the presentations. See
the list below and convey what you think any 5 of the terms mean and how
they each apply to a particular company we visited.
Pain Point: A problem a company is facing. With American Express’s Fashion,
they focus on key insights and eliminating pain points. One problem they talked
about was how designers, models, and card members grew tired of having
champagne and chocolates throughout Fashion Week. They needed more
energy to get them through the week, so Amex offered BluePrint juices, which is
full of vitamins and antioxidants. They also provided Concierge Services that
provided up-to-the-minute fashion information and a variety of concierge-type
offerings and introduced a Coat Check destination within the Lobby that
facilitated to the coming-and-going from Fashion Week.
CGI: Computer Generated Imaging. thelab utilizes CGI everyday. They do high
end retouching with Victoria Secret and Kate Spade. They also used CGI with the
Lego videos to make it look like the Lego characters were moving and with
Clinique’s new high intense eyeliner banner.
Sonic branding: an aural equivalent of a graphic logo and when hearing the
original song, it triggers an emotional response; examples include McDonald’s,
the Today Show, Jaws, Subway. Tristan Coplet focused a lot on this and how he
wants to create original music for companies, like he did with his song “Come
With Me” for Rocky Mountaineer. Also, thelab talked about the emerging need for
companies to utilize sonic branding.
RFP: Request for Proposal; Both BBDO and thelab talked about receiving RFPs
from their clients like M&M, AT&T, Clarins, Clinique, Kate Spade, and others.For
example, BBDO got an RFP from AT&T, saying what they wanted in their
commercials. Then BBDO uses those as the guideline when making the
commercial, and those commercials turned out amazing.
Verticals: where businesses and marketers cater to the needs of a specific group
of people within an industry. Applico provides a different, specific application for
each of their clients. The app for Tyra Banks cannot be used for Julian Michael’s
work out app, so when Applico is marketing their services to different companies,
they differentiate their strategy.
3. Discuss at least 2 similarities and 2 differences between the Broadway
League and Feld Entertainment (Thursday visits).
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