My Oh My Macy's
Macy’s is famous. The store has reinvented itself as the largest department store chain in the country. But they aren’t letting the fame go to their head. Now, Macy’s is looking to balance its national TV campaign with locally tailored products and promotions.
According to an article on AdAge.com, Peter Sachse, the chairman-CEO of Macys.com, is trying to find the perfect mix of national and local media. Mr. Sachse is overseeing the implementation of “My Macy’s,” a localization initiative. "My Macy's" seeks to increase sales by adapting merchandise and marketing based on area preferences.
From a marketing perspective, the program will ensure that advertising closely reflects local trends. For example, coats will be marketed more heavily in Minneapolis than they would be in Miami. The initiative also seeks to embed Macy's in the local community. When the high school prom is approaching, Macy's could run a prom ad, Mr. Sachse said. And when the local cheerleading squad wins a competition, Macy's could run an ad congratulating them.
The program was announced last month, possibly as a reaction to criticisms from customers of the former May Co. stores that Macy's didn't understand their needs. "We want to be locally relevant," Mr. Sachse said.
I think that this is a brilliant plan for Macy’s department stores. Tailoring their advertising to respective areas is only going to increase awareness and sales for Macy’s. Customers will gain a new respect of the brand name for understanding their needs as consumers. Macy’s is the largest department store in the country so why wouldn’t they want to get a better feel for the locals in different areas? I think that the implementation of localized advertising will make customers feel more appreciated because Macy’s has taken the time to think about what it is you need in your market area. If you think about it, advertising coats in Miami isn’t very effective anyway so why waste they money and time? Smart move, Macy’s.
The full article was found on http://adage.com/article?article_id=125885&search_phrase=now+a+goliath
posted by bethany @ 6:24 PM
4 Comments
4 Comments:
I think this is a great idea but at the same time, it's not necessarily new. In State College alone you see local companies congratulating the lions in their store windows, the Collegian, etc. It is a good idea for Macy's as a national chain to become more specific with their marketing in certain areas, though. It will give a more personal feel to the chain and probably boost brand loyalty.
I think the new campaign for Macy’s is very good. Not only be strong at the performance of whole nation but also pay attention at the local part. To be more professional at the market, the Macy’s can obtain more attention and increase of brand awareness by local residents. I can see that Macy’s is trying to make themselves more close to the local people’s life. If the campaign implement successfully, the Macy’s will be even better and may get larger share of market.
I like this new campaign idea for Macy's. I think Macy's is currently considered to deliver products of good quality, as do many other department store in its class. In fact, many other department stores carry some of the same exact brands that Macy's does. This locally based campaign should really make them stand out against their competitive set and drive consumers to choose Macy's over similar department stores located in the same local mall.
This is a great move on Macy's part and it will increase profits. I think the best way to increase sales and brand loyalty is to speak directly to the consumer and relate to them on a personal level. Because Macy's is such a large company/chain it is smart to persnalize it's advertising to specific geographic areas. By taking this approach Macys can uphold their high-end reputation while cleverly making its customers feel a personal connection with the brand. "My Macys" seems like a way to make Macys a house hold name for department stores. Once again, a very neat approach!
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