Retailer Campaigns

FREEPORT, Maine — Outdoor gear and apparel multichannel merchant L.L.Bean is revving up its Bootmobile and hitting the road as part of the company’s 2013 Outdoor Discovery Tour, which encourages people to enjoy the outdoors.  

NEW YORK — Leading U.S. toymaker Jakks Pacific has expanded its licensing agreement with Televisa, the largest media company in the Spanish-speaking world, and Univision Communications Inc., the leading media company serving Hispanic Americans, for the “El Chavo” brand. 

CINCINNATI — Bounty Select-A-Size has teamed up with the Cincinnati Reds as part of a promotional campaign. The company will have 40 Bounty Clean Crew members on hand at every Reds home game to help clean up messes around the park while touting the efficacy of its paper towels to baseball fans.

Home Depot has plans for a major hurricane preparedness initiative this year, but the program doesn’t begin until nearly two months after residents of storm prone areas should already have plans in place.

Ann Arbor, Mich. -- Domino’s is offering a new program called “Second Hand Logos” on Pinterest. Ten artists are using old materials featuring the old Domino’s logo, such as uniforms and signage, to create artwork which is displayed for sale on Domino’s Pinterest page. In addition to selling products, the Pinterest page will also provide updates on art projects and information on the artists. A separate dedicated e-commerce page will also bring visitors directly to the Domino’s Pinterest page.

NEW YORK — Saks Fifth Avenue plans to launch a new ad campaign encouraging new and existing customers to “discover” what the specialty retailer has to offer via catalogs, direct mail, press initiatives, in-store events, digital marketing, social media and visual displays.

Called “Look,” the ad campaign positions Saks Fifth Avenue as more than just a place for shoppers to buy things they want or need but as a showroom where potential shoppers can search for what is new. 

New York -- David’s Bridal has entered into a partnership with American designer Zac Posen to launch 'Truly Zac Posen', a collection of bridal and other special occasion dresses. The collection will debut in February 2014 in select David’s Bridal stores and online.

North Wilkesboro, N.C. – Despite discussions about the need for retailers to develop a “social media strategy,” the reality is that social media is not a monolithic entity. Different social media platforms reach different types of consumers, are used for different purposes and draw traffic at different times of the day. Thus, a social media strategy really needs to be a collection of smaller strategies that are built around the dynamics of each individual platform a retailer chooses to leverage.