After reviewing the Kate Spade and Gap sites on Monday, I realized that there are an infinite amount of ways for companies to leverage owned content and social media outposts. But, if I were the VP of Marketing, the first thing I would suggest is go big or go home.
The Kate Spade Sparkle campaign does exactly that. By embracing the holiday spirit and creating a campaign that targets the young female professional, age 26-36, Kate Spade was able to articulate their core idea throughout the organization and throughout the customer experience from their home page.
They have adopted a message that speaks to their target persona. This message is crafted around a point that differentiates them from their competitors, it is a once in a lifetime look that never goes out of style.
The definition of fluid is smooth, elegant, or graceful, three words that I would use to describe both Spade’s webpage and social media outposts. From previous experience, I found myself stuck on Kate Spade’s website for the entirety of our class on Monday. The colors, the moving images, the design/layout had me enamored with the brand and message.
Which gets me to my next suggestion as VP of Marketing, simplicity is key. Though Spade’s Sparkle campaign is very “in your face” with the colors and glamour, it definitely has a call to action for the customer. Spade provides value, is clear and specific, creates a sense of urgency, is consistent, and has a visible and prominent message. Spade provides value by making every visitor want something from her page, even if they can’t afford it. The website is clear and specific about their deals right now. It is also specific because it is focusing on the holiday season and the importance of being well dressed. What I think Spade does the best on their site is creating a sense of urgency. Again, reiterating that it is the holiday season and you do need something sparkly to wear for a Christmas or New Year’s party. And that goes along with consistency. The pink and sparkles throughout the page are pleasing to the eye and keep me captivated.
Finally, my last suggestion as VP of Marketing would be to create content for conversation and engagement. In today’s world there are so many social media outposts for companies to use to leverage their content, it is important for them to stay on the ones that their customers are on. Spade does this by connecting with Pinterest, Intagram, Twitter, Facebook, and YouTube.