Blog

First of all, let me say that unless I’m watching basketball, baseball or football, my reaction at any other sporting event is basically clueless Beyonce at Wimbledon. “Go Sports!”

That being said, I really don’t know a ton about football or basketball except that they’re really fun to attend. Big sports, like these, bring in a lot of people, spirit, and money. These are events that bring an entire campus together, that bring an entire community together. It could possibly even change a students life the way it changed this guy’s, just by holding up a sign (he ended up exceeding $24,000).

UNCW seems to be the only institution that doesn’t have a football team and that’s pretty, ya know…. not cool. But is it really? Although UNCW doesn’t have a football team, we do have a basketball team, and they have brought more spirit to the community than I’ve ever seen (starting two years, when they started winning).

The impact a winning team has had on our school is insane. Funding went up, attendance to games went up, our recognition went up. Seeing our school win a championship was something we could brag about. Our name was getting out and it was basically free advertising.

The impact sports can have on a schools image is something serious. There’s talk about wanting to have 20,000 students by 2020 (where are we going to fit them, I don’t know), but that task could be a little bit easier if we have winning titles to go with our name. People are going to want to come here. People want to be associated with winners.

Some of you are probably like, “yeah, we may not have a football team, but we do have basketball and they’re doing really great things for us.” Some of you are probably like this gif……trying to see the brighter side, but “nope, still not football team.”

Izchel Padilla

Ah, fall is in the air. The pumpkins are abundant, the Halloween stores are around every corner, and the conversations are filled with talk of colder weather. “I can’t wait for sweater weather”, she states. “I just want to be able to wear my flannels”, he sighs. We know, we’ve been here before. But what if the idea of finally getting a break from Wilmington’s humidity is more than that? What if our love of all things comfy is the perfect gate for clothing companies to slide on through? Let’s take a look at how three brands market themselves and what we can take away from their methods. Their marketing strategies utilize the dropping temperature to appeal to certain demographics. People are bracing themselves for a more frigid world and brands are quick to remind their consumers that winter is coming.

1. H&M

At first glance, H&M’s website is innocent enough. Sales to get rid of the summer clothes of yesterday and new arrivals of knits and denims, but let’s analyze this deeper. The new arrivals scream “hey you… it’s time to move on from your summer style, but don’t worry we can help”. They have me. My clothes from last fall aren’t up to date with the style trends of this fall so I need to step my game up. The front page of their website advertises knits, holiday décor, and how to style fall 2017’s most popular items. They are constructing an aesthetic before our eyes; warmer shades to emulate the leaves changing, “last chance” written below the remnants of summer clothing. These autumn vibes are even further displayed as we venture onto their magazine. Right smack dab in the middle of the page is an article discussing how leaves are the best accessory of the season. You weren’t wearing earrings shaped like maple leaves in the summer were you? But ‘tis the season. What can we take away from H&M’s marketing strategy? Aesthetic is everything. The colors, the clothing on the front page, the new arrivals, all of it is painting a picture. As soon as a consumer clicks your page, show them what to buy.

2. Pacsun

Right on the front page of Pacsun’s website there is an advertisement for “Holiday Must- Haves”. Must have? We can’t live without these products? According to Pacsun, no. Looking through the list of “must-haves” the items feed into current trends for the fall 2017 season. This is important to consider when creating a marketing strategy. It’s common to feel the need to fit the collective, which makes consumers easy to persuade by saying “everyone wants these items, you should want them as well”. Certain brands and styles will make you fit in with your peers, and these stores can give that to you.

3. Banana Republic

“Obsession-worthy dresses”, “a fresh coat”, “up your sweater game”. What do these all have in common? They are the first words you see displayed across Banana Republic’s website. Let’s break this down. Holiday season is around the corner, social events will be plentiful, looking good will be expected, the weather is getting colder… you get the gist. All of these are appealing to a westernized culture, particularly the North American ideal. Seasonal changes are not the same around the globe, but if your targeted audience is the American population you can utilize their environment. Similarly, not everyone around the world celebrates the same holidays, but their targeted demographic does. What can we take away from Banana Republic’s marketing strategy? Utilize the environment of your targeted demographic. Make them feel like you are speaking directly towards them…you live where the seasons change? We have something just for you. You have westernized holidays to build your wardrobe for? We can help with that.

In a digital world, a brand’s website can make or break them. As a consumer it’s important to be conscious what the brands are trying to evoke and as a marketer it’s important to use these strategies in our works. What can we take away from these three brands and how they tackle the changing seasons? Build an aesthetic that appeals to the state of your consumer. Paint an experience for them as they scroll through your products. Make them feel apart of something bigger than just themselves. The rest of our consumers like these items so you should as well. And lastly, Cater your marketing strategy to the environment of your consumer. Brands build stories, a website is the story being told. Do I care about being on trend this fall? I didn’t think so. Did I need that western style belt? No. Were their marketing strategies effective on me while I was writing this article? Absolutely.

-Nia Crerar

-Did you know that UNCW has almost twenty sports teams? While we may be a smaller university, our campus is overflowing with school spirit. Since the UNCW student body is sports oriented; there are always fans in the stands cheering on our fellow Seahawks. Therefore, UNCW’s brand is very much effected by how these teams behave and perform.

While UNCW does not have a football team like most universities, the students direct their energy toward sports such as basketball, soccer, and volleyball.

Sports help the university get their name out there. Due to UNCW’s men’s basketball team doing so well the last couple years, our school has gotten a great amount of publicity. According to Star News, “UNCW reported that men’s basketball is their highest revenue sport, with women’s basketball in second place”. The attention we have received has encouraged young adults to apply to our school while expanding our fan base.

Since sports teams do receive so much attention, it is important that these teams keep a clean reputation. Sports players are held accountable for their actions so that UNCW can keep its brand positive.

Sports can also help students get out and meet new friends. Many freshman that live on campus love getting out and staying involved in team sports. In addition, it gets the parents talking at home and before you know it, UNCW has gained a new crowd of supporters!

While sports are something that our students, along with many others, have fun with and cheer for endlessly, the athletic department is also a program that represents our brand well. Sports are an important part of our culture as they give us all something to take pride in.

-Michelle Conrad

When you think about Fall, what comes to mind? Some of you may think of trees changing colors, the air getting cooler, and the festivities that ensue such as hayrides at farms or pumpkin picking. Well these thoughts are just the bare-minimum starting point for what marketers consider when they are advertising for seasonal markets! Let’s take a look at an example of what a marketing campaign for the fall season may look like…

STARBUCKS PUMPKIN SPICE LATTE: It is the unavoidable drink of the fall season. In America, the Pumpkin Spice Latte (PSL) is well known and beloved throughout the months of September and November. Forbes magazine notes how the PSL and holiday drinks are crucial to Starbucks’ fall performance.

The PSL is an annual campaign that brings in a larger revenue for Starbucks during the holiday season due to the exclusivity of the product. Exclusivity is a great marketing strategy; it says that it can only be sold by one corporation and offers a sense of belonging with the brand because of the uniqueness of the product. Customers know that they can expect this product to be sold at a certain time during the calendar year when this is true, it encourages customers to stay loyal to that experience even in times when this exclusive product is not being offered.

When a product creates a movement such as the PSL at Starbucks, it can lead to a larger following. Some of you may remember when Starbucks released the Unicorn Frappuccino in the Spring of 2017. There was so much media coverage around this rare and exclusive drink. Even if you were not a Starbucks customer, people wanted to try it for themselves because of the movement and excitement that surrounded it. The PSL does just this once a year and it something loyal customers can count on for the fall!

Marketing for the occasion, in this case being the fall season, is a way for a brand to stay relevant and increase publicity and sales during certain times in the year. Starbucks uses every season to their advantage for selling hot and cold drinks. Fall is the most successful season for the company due to the hot drinks being what most people drink. Using the PSL as their” reason-for-the-season” assists them in sales, publicity, and drawing in new crowds.

Drink on, coffee drinkers. I hope you find joy in the season of pumpkins.

-June Crawford

Every University has a brand; the words, images or symbols that are associated with the name and the school. There is a lot of pressure put on universities to uphold a consistent and reputable brand.

One of the first things that prospective college students might recognize about a university’s brand is their athletic programs. Popular sports programs tend to drive a university’s school spirit as well as attract those that are sports minded because of the environment that comes along with it.  For some, athletics is a great way for universities to get their name recognized while essentially saving money on advertising. Basketball and Football programs are the two most common sports that are associated with individual universities.

Football programs such as Ohio State, Notre Dame, University of Michigan, Alabama, and Penn State all recognize football as being an impactful part of their brand. Students will attend those schools to be a part of the name and be a part of the experience that football brings to the school.

So what about the Universities that don’t have a football team or that aren’t highly driven by athletics? What about UNCW? What does the lack of a football program but the presence of other D1 sports say about UNCW’s brand?

As for the answer to these questions, I can only speak for myself and my experience here at UNCW. I believe that our school’s brand is less focused on our athletics and more on the environment that we live in. Although there is a mutual respect for our athletic programs I don’t think that our athletics are the reason why students choose UNCW.

-Jackie DiGiacomo

1. Be a master at selling the experience.

Why do people travel from around the world to experience Oktoberfest? For some, yes, it’s all about the beer. Some travelers would certainly contend that the beer from certain places around the world is the best and only the best. For some, it’s the food, particularly the pretzels, and the music. Individually, these are all great, but when you add them up, they have created a special moment like no other. Oktoberfest producers are masters at selling the experience. From selling social acceptance, and exclusivity, since the festivities only come around for a few weeks during the year.

Question is, how do you as marketers create this kind of incredible experience when customers interact with your brand? Are you making the best use of your customers or potential customers with engaging and interactive information? Would the marketing campaign include such components as an interactive website, a helpful series of videos, or a contest hosted across multiple social platforms? Go for the engagement and personality to a target audience in today’s marketing realm. Use this strategy to gauge the effectiveness of your products and/or services. So if you’ve got it all together in this area, then you need to come up with a clever name or tagline to brand your incredible experience? 

2. Be a Master at Planning

When dealing with Oktoberfest it’s all about the planning. Right down to the smallest of small details. Planners coordinate this event month in advance. To prepare people for the great celebration. It’s geared to target the consumer. Oktoberfest’s producers begin to plan the festivities. Through decades of practical knowledge, they’ve grown to understand their target demographic inside and out, and are therefore able to effectively market to them. This unique event is actively kept in the public eye all during the year to build anticipation prior to the event and also to recap the experience long after the end of the Festival.

So what can you learn about creating a marketing plan that works?

• Begin with a snapshot of your company’s current situation, called a “situation analysis.”
• Describe your target audience.
• List your marketing goals.
• Develop the marketing communications strategies and tactics you’ll use.
• Set your marketing budget.

3. Be a Master at Branding.

A great way to build your brand is by creating a story that your audience genuinely wants to be a part of and will be excited about the experience that is a part of it all. Engage your audience, evoke emotion. Your job is to tell the story that will captivate your target audience. The people of Oktoberfest have stood behind their story for 181 years and they aren’t changing it or swaying anytime soon.

–Trevor Hayworth

Oktoberfest is the largest beer festival in the world that’s held each year in Germany. The festival is an 18-day celebration that is thrown usually from mid-September to the first weekend in October. As odd as it is that the festival isn’t solely during the month of October, people don’t seem to mind, over 6 million people travel from around the world to attend the festival.

Dating back to 1810, Oktoberfest is a big part of Bavarian culture; it began after the royal wedding of Kronsprinz Ludwig and Princess Therese of Saxe-Hildburghausen. The Munich residents then came together to partake in festivities and horse races on the fields in front of the city gates and that tradition has stuck ever since, however, people still debate over the origin of the festival.

The festivities back in 1811 were extremely different compared to modern day Oktoberfest activities. In the 1800s you would find festival attendees participating in tree climbing, bowling, swinging, parades, and horse races. Trying to preserve tradition but move along with modern times the festival now features carnival rides, beer tents, a “Steckerlfisch grilling, a chain swing and things like cotton candy and funnel cake stands. They also include a petting zoo and your ticket buys you a seat to watch the horse race, a tradition that never died.

I’ve never personally been to an Oktoberfest, but when I hear the term my mind immediately pictures Sam Adams and people downing pumpkin beer by the gallon. It seems many versions of Oktoberfest in America as you might guess, are “Americanized.” Many of the festivals in the US don’t offer the experience you would get if you traveled to the Germany Oktoberfest; that’s not true for all of them, but like most other Holidays such as St. Patrick’s Day, Munich traditions are no longer closely tied to the celebration. Instead you’ll see more advertisement about the different beer venders, corn hole tournaments, Weiner dog races (as Ogden Taproom in Wilmington NC features) and activities of those sorts. I suppose Weiner dog races sound somewhat like they could have been a historical tradition!

What are your thoughts on the Americanized version of Oktoberfest? Do you think we should carry on more of the traditional activities tied to the festival? Is it just a day to drink beer? Weiner dog races or tree climbing? I guess we can all agree on one thing… any day dedicated to drinking beer is a good day!