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ADVERTISING CAMPAIGNS

January 2008 eCRM overview

By Ruth Jacob

January 2008 sees us into a new year, with dozens of new products and services.  But how have high street brands worked to promote these new products and services to their wide range of customers?  Here we take a look at a few and find out what they’re doing right. 

Harrods (pictured above)

This promotional message clearly states it purpose, to promote the Harrods online sale.  Images of their products that are on sale can clearly be seen and how much to be saved can also be seen.  Also the date of the end of the sales is clear to see to the reader.

Selfridges

Jan_CRM_Selfridges

Selfridges are working to promote the new seasons ‘must have’ ranges, with a competition and the opportunity for an in store meeting with designer, Stella McCartney.  For those consumers uninterested in fashion, the inclusion of a wine club promotion. The message works with its clear layout and straight to the point text.

Asda

Jan_CRM_Asda

Asda’s promotional message sets out to inform customers of the retailer’s events that take place in the month.  Included is the launch of the brand’s new cookbook, where the message includes a recipe that will be included in the book.  Also, the newsletter includes news of products and services available for Valentine’s Day.  The promotional message works as the readers see clearly what is on offer and in most cases are provided with a variety of options, for purchasing.  

Lastminute.com

Jan_CRM_Lastminute

The promotions on offer from this company are based on holiday trips abroad, and also within the UK to a wide variety of locations.  Most of the holidays are based towards Valentines getaways carried under the headline ‘New romantics – Valentine’s breaks with a difference’.

Handbaggossip.com

Jan_CRM_Handbag

This message provides the latest celebrity news.  The message works as it provides brief intros to each story but also gives the reader the option to read on further if they wish.  The layout also helps with its minimal content.  The message also uses the opportunity to promote a new diary – ‘The Little Pink Book 2008’.

AJR
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