Posts tagged ‘case study’

September 10, 2013

Case study: Costco Canada Catalogue Content

Smart, targeted content that delivers brand personality

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Dealing with intelligent, savvy clients with a clear vision of the audience they’re trying to reach results in great work. While a stroll through their mega-sized stores gives the impression that there’s something for everyone at Costco, this smart retailer does target several market segments, including secondary and tertiary audiences of newly marrieds, young male technology buffs and small business owners. Still their primary target is she who has the most retail clout, the maturing Gen X or Baby Boom female shopper.

According to experts like Carol Orsborn, co-author of Boom: Marketing to the Ultimate Power Consumer, the Baby Boomer Woman, this group of female consumers controls 80% to 85% of purchases for the home—and is far more likely to own or be involved with a small or home business than other target markets. Reaching the mature female consumer is essential to successful large-scale retail like that of Costco.

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Following the creation of a branding guide to be used by internal marketing staff, seed president Joy Parks was charged with creating the “story” content for the retailer’s annual catalogue. While much of the piece is product driven, a decision had been made to use the front-of-book sections that provide information on membership and overall offerings, as well as department introduction pages, to provide the audience with a taste of the Costco brand personality. The information pages were written in a conversational, welcoming and helpful tone. Out of several options provided, Costco choose the “My Costco” theme for the introduction pages as a means offering shoppers a sense of ownership in the store and to reinforce loyalty. As is the case with effective content, these pages of emotion-driven copy were more about the audience’s needs than Costco’s offering.

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The content provided for the catalogue has been used for several years running, refreshed with new photography. The main client contact, Shannon Ambrose, Director of Marketing at Costco Canada, satisfied with the results, has assigned other work. She also notes that, “After taking the time to get to know our business and our project, Joy crafted texts that not only captured the message we were looking for, but she did so in a timely manner, meeting deadlines, and going over and above to get the tone of the piece perfect. “

To see more of the catalogue content, click on the links below.

http://seedcreativecontent.com/entries/branded-content/2011-costco-catalogue

http://seedcreativecontent.com/entries/consumer/costco-catalogue-pages

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Download a PDF of this case study.

Costco Case Study

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September 5, 2013

Case study: greenmelon inc. product site

Fictional storytelling: A “novel” approach to branded content

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When greenmelon inc. was first established, its primary focus was on product design, mainly lighting fixtures, furniture and household hard goods. Thing is, when small firms design products, they seldom have the financial support to actually produce the product—it’s generally easier, less risky and more lucrative to simply sell the design to a manufacturer or large chain, and let them take over the production and distribution.

Greenmelon creative director Robert Smith’s background lay in graphic design—and he had won many packaging gigs—so the company offered a holistic approach to product design—not just the product itself, but also the positioning, communications and packaging that went along with it.

Since the product didn’t exist beyond Robert’s imagination, the wonder of Photoshop and some technical drawings—there was only one way to get the product ideas across. Tell a good story. That’s exactly what Joy Parks, owner, senior writer and creative director of seed, did.

There was a simplicity and great deal of wit to the products developed by greenmelon—and that tone was central to the content on the website. Beginning with the understated “we’re greenmelon and we design things” tagline (which continues to appear on www.greenmeloninc.com, also written in large part by seed president Joy Parks), the site not only featured brief descriptions of the products—but also fictional stories of end-user customers who had bought the product. The short stories explained who the potential customer was, why they bought the product and how they were using it. These fictions not only outlined details about the product but also allowed potential licensees to glimpse their potential market. And they did so with wit, humour and down-to-earth simplicity.

According to President and Creative Director of greenmelon Inc., “I always infuse an element of wit and whimsy into my product design so it was imperative that the website articulate that. I chose to work with Joy from the very beginning of the project because the site required more than just words. It needed personality. It needed to tell a story. There was no one else that I would trust with a project of this scope. The results were simply, poetic. Joy was much more than a writer, she was a collaborator and the site would not have been the overwhelming success it was without her involvement.”

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The site got rave reviews from just about everyone who visited it and was, quite frankly, like catnip for young designers looking for a place to work. While greenmelon later shifted its focus to graphic design, this initial website showcased both the company’s innovative designs and creative approach to marketing them, established their “fresh” brand and proved the power of storytelling.

For more examples of greenmelon’s website, please go to:

http://seedcreativecontent.com/entries/retail/greenmelon-product-website

http://seedcreativecontent.com/entries/corporate-non-profit/greenmelon-inc-website

Download a PDF of this case study Greenmelon Inc