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L.L.Bean Boots Up Its Brand With Retail Expansion Driven by Bad Weather

Posted by Mark J. Miller on March 12, 2015 03:08 PM

L.L. Bean Boots

In the early days of online retail, L.L.Bean was ideally positioned to navigate the new revenue stream: a strong brand with a limited brick-and-mortar presence and customers in the habit of ordering from its iconic catalog.

After years of online success, with e-commerce sales growing seven percent last year, the Maine-headquartered retail/lifestyle brand is expanding in a more traditional manner. It's boosting its full-retail store footprint over the next five years to at least 100 locations in 2020, from its current network of 26 stores in the US, according to the Associated Press. And that's not counting outlet stores.

Credit lousy winter weather in North America this year for driving sales of one item in particular: L.L.Bean Boots, the rubberized, winterized footwear that has found favor beyond preppy New Englanders with fashionistas, commuters and others battling the elements.Continue reading...

brand strategy

#Hercules Bowls Over Northeast, Nabbing Another Social Win for Weather Channel

Posted by Sheila Shayon on January 3, 2014 04:07 PM

What’s in a name? Everything if you’re in storm branding—the latest battleground for weather services eager to claim mindshare in an increasingly crowded media space.

This week's Nor'easter was called the "East Coast Blizzard" by AccuWeather, "Major Winter Storm" by the National Weather Service, "Bethany" in Connecticut, and "Hercules" by The Weather Channel and most everyone else, including Governors Chris Christie and Andrew Cuomo, who both tweeted messages about the storm using the TV/web/mobile network's #Hercules hashtag. 

In addition to annoying horror writer Stephen King (who dubbed the practice "dorky" to his Twitter followers) and other weather-watching brands by pushing Athena, Sandy and Nemo, The Weather Channel's practice of branding storms (this Western winter season, with the help of a high school Latin class in Bozeman, Montana) has irked the World Meteorological Organization, a 191-member organization based in Geneva.Continue reading...

The Big Game

The Weather Channel Heads Up Brands Hoping to Cash In On Snowy Super Bowl

Posted by Mark J. Miller on December 16, 2013 04:51 PM

For the first time in its 48-year history, the Super Bowl will be played in a cold-weather location without the pleasure of being under a dome. When the AFC and NFC champions take the field on Feb. 2 at New Jersey’s MetLife Stadium, it could be hailing, snowing, or sleeting havoc down onto all who attend.

That is part of the intrigue, of course, and has opened up a whole new level of brand ad opportunities that haven't previously been present at more sheltered events. So while Fox's TV ad slots may be sold out, other brands, including The Weather Channel, are already pitching marketers on ways they can reach the big game's engaged audience in both physical and digital ways.

The channel has dubbed the game the Weather Bowl and “is pitching to marketers on-air, digital and on-the-ground initiatives surrounding the game.” The channels meteorologists and staff are working on content that will “include analysis of which teams and players are better equipped to play in varying conditions; what the weather will mean for the halftime show; how the weather will affect travel and sightseeing in New York; and weather conditions for ticket holders on the way home from MetLife Stadium," Ad Age reports.Continue reading...

brand strategy

Weather Channel Launches Data-Driven Brand Refresh

Posted by Mark J. Miller on November 12, 2013 01:33 PM

The Weather Channel has been a leader in the cable space when it comes to integrating new technologies and viewer engagement into broadcasts, and it's not stopping anytime soon. The network is embarking on a brand update that aims to improve the channel's core coverage as it continues to proliferate its programming. 

Along with its new tagline, "It's Amazing Out There" (or #itsamazingoutthere on social), the channel now features a new set and look, and most important of all, weather information 24/7 on the screen—no matter what kind of programming is playing.

“Weather can be a joyful or terrifying experience at any given moment,” said Scot Safon, EVO and CMO for The Weather Channel. "'It’s Amazing Out There' celebrates and honors how weather shapes our world in both wonderful and dramatic ways. We hope this brand message inspires viewers to explore, investigate, and appreciate the experience of weather in all of its many forms."Continue reading...

mobile advertising

How The Weather Channel is Taking Hyperlocal Ads by Storm

Posted by Sheila Shayon on April 9, 2013 06:56 PM

Who knew The Weather Channel was such a hot commodity?

It turns out that the cable network's online and mobile properties are hot beds for advertising trends and a launch pad for hyperlocal marketing initiatives for major advertisers like Taco Bell, Delta Airlines and Jeep.

Twitter and The Weather Channel (TWC) have developed a weather-based ad-targeting product, leveraging 60 percent in the twitterverse that accesses the microblogger via smartphone, to receive Promoted Tweets related to… weather. “Based on certain forecasts, Taco Bell, Seamless, Delta Airlines, Farmers, Goodyear and others have fallen in line with Ace Hardware, targeting nearby consumers via mobile ad networks such as MoPub and Jumptap and—in a lot of cases—TWC's popular smartphone app,” notes AdWeek.Continue reading...

Critics Wince as Weather Channel Pumps Up 'Nemo' — and Anticipates 'Orko'

Posted by Dale Buss on February 11, 2013 03:54 PM

In naming storms other than hurricanes, The Weather Channel may have created an irresistible juggernaut, much like one of those giant Nor'easters to which the TV channel has been attaching monikers for several months now.

Even General Motors' OnStar service joined some large media outlets like The New York Post (right) in using the name "Nemo" for Friday's storm, reminding customers that its advisors were poised to assist subscribers who ran into weather-related emergencies during "Winter Storm Nemo." New York City Mayor Michael Bloomberg started calling the storm "Nemo," too.

Such lurches down slippery slopes have added to the apparent critical mass behind The Weather Channel's efforts to institutionalize the Greek and Roman names that it selected for a handful of giant storms over the last several months. Channel executives assert that having a storm handle available makes it much easier for weather authorities and the general public to glean the best information and take appropriate cautions before and during a storm.Continue reading...

brand collaborators

Nike ‘Back to the Future’ Shoes Raise $9.4 Million for Michael J. Fox Foundation

Posted by Mark J. Miller on November 15, 2011 04:04 PM

When 1985’s Back to the Future blew the doors off of the box office (eventually pulling in $303.87 billion), two sequels were automatically set into motion and released in 1989 and 1990. And somewhere in there, someone got fully turned onto the joy of product placement. 

Back to the Future II was particularly chockfull of brand names, including Pepsi, Texaco, Mattel, Pizza Hut, Black and Decker, The Weather Channel, 7-Eleven, and AT&T, among others. But fans salivated most over the special shoe that Nike designer Tinker Hatfield created for the film, the Nike MAG shoe, with its glowing LED panel and an electroluminescent “Nike” for Michael J. Fox to wear as the film’s hero, Marty McFly.

Sneaker aficionados had been begging the company for years to release the same shoe to the mainstream. So in a highly-publicized eBay auction in September, Nike made only 1,500 to auction off on eBay to raise cash for Michael J. Fox’s Foundation for Parkinson’s Research. The result was $4.7 million from consumers, which a matching initiative doubled to $9.4 million.Continue reading...

media brands

Irene Coverage: Too Much, or Just Right?

Posted by Dale Buss on August 30, 2011 12:00 PM

The great hurricane of last weekend has left a mess in its wake. We're not talking about Irene -- this is all about the media coverage of the storm as Irene pulled a veni, vidi, vici act that was unparalleled in the annals of weather examination. And the mess it left? An unresolvable controversy over whether the hurricane coverage was all too much, or whether you never can have enough.

George Will dubbed it "synthetic hysteria," and Howard Kurtz of The Daily Beast made no bones. "Someone has to say it: cable news was utterly swept away by the notion that Irene would turn out to be Armageddon," Kurtz concluded. The Washington Post's former media critic wrote that "the tsunami of hype on this story was relentless, a Category 5 performance that was driven in large measure by ratings" because TV producers were afraid to switch away from 24x7 coverage of Irene. "Does anyone seriously believe the hurricane would have drawn the same level of coverage if it had been bearing down on, say, Ft. Lauderdale?" Continue reading...

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