Word: buzzed
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What can Inaugural buzz do for J. Crew's bottom line? Compared with most retailers, the company has stayed strong since the economic downturn began. "J. Crew continues to be one of the few retailers offering differentiated and unique merchandise to customers," analyst Christine Chen wrote this month in a report for Needham and Co. CEO Mickey Drexler, ex-chief of the Gap, has jump-started the brand by revamping the quality of its merchandise. But the economic downturn has not left J. Crew unscathed - profits fell 6% through the first three quarters of fiscal 2008. "It's a huge...
...this news. Cohen suggests a word-of-mouth guerrilla marketing campaign - for example, a Facebook group promoting the girls in J. Crew that asks users to sign up as fans. "They have to practice the subtle art of selling," says Cohen. "Go out and create a buzz, and just have others do it for you." Chen says J. Crew will most likely send an e-mail to customers in its database - about 22 million, according to Chen - highlighting the clothes worn by the First Daughters. But it won't show a picture of the girls, which could be viewed...
...know when a President is a pop-culture fixture? When he becomes a can of soda. During the coverage of Barack Obama's swearing-in, Pepsi showed off a new advertising campaign that audaciously hopes to benefit from his buzz. Brandishing graphics similar to Obama's change ads and a new logo not unlike his red-white-and-blue O, the spots declared, "Yes you can"--get it? can?--and announced, "Every generation refreshes the world...
...addresses on YouTube, and Gibbs answers questions via video on Change.gov This media strategy not only bypasses the "filter" (to replace it with the Administration's own filter), it also gives the audience a feeling of investment in the new Administration. Which makes you that much more of a buzz kill if you're the one second-guessing...
...F.D.R.'s speech. You could walk down the streets of the city and hear F.D.R.'s voice. It was like being among the largest listening audience assembled in the history of the earth - at least at that time. Judging from the size of the crowds and the hype and buzz he has generated, Obama has reached new heights. Is Obama another F.D.R., who will lead us out of this depression? Who will lead us into a political promised land? He sure feels like it. Melvin H. Kirschner, Granada Hills, Calif...