A fresh look for cotton. (Cotton & Rice Marketing).You know the old saying, "Put on your dancing shoes." Well, the newest additions to Cotton Incorporated's FABRIC OF OUR LIVES[TM] advertising campaign makes you feel like putting on your dancing clothes.
Cotton Incorporated, Cary, N.C., has had such great success with the campaign it launched in 1998, it has decided to capitalize on Cap´i`tal`ize on`
v. t. 1. To turn (an opportunity) to one's advantage; to take advantage of (a situation); to profit from; as, to capitalize on an opponent's mistakes s>. the existing strengths and refresh (1) To continuously charge a device that cannot hold its content. CRTs must be refreshed, because the phosphors hold their glow for only a few milliseconds. Dynamic RAM chips require refreshing to maintain their charged bit patterns. See vertical scan frequency and redraw. the look by adding two new, edgy commercials to the batch, says Mark Messura, vice president of strategic planning Strategic planning is an organization's process of defining its strategy, or direction, and making decisions on allocating its resources to pursue this strategy, including its capital and people. .
"Inserting two new commercials that have the same thematic the·mat·ic
1. Of, relating to, or being a theme: a scene of thematic importance.
2. style has allowed us to extend the campaign for a longer amount of time," says Messura. "We are keeping four active commercials, yet still keeping it fresh for the consumer."
The settings for the commercials are an office and a hotel. "The one thing you'll notice that is completely different about these new commercials is that people are dancing," says J. Berry Berry, former province, France
Berry (bĕrē`), former province, central France. Bourges, the capital, and Châteauroux are the chief towns. Worsham, president and CEO (1) (Chief Executive Officer) The highest individual in command of an organization. Typically the president of the company, the CEO reports to the Chairman of the Board. of Cotton Incorporated. "The new commercials allow us to showcase the types of attractive yet comfortable cotton clothes we wear to work and to go out," adds Worsham.
The spots aired during the November sweeps on several of NBC's primetime programs, including Fraser, ER, The West Wing and Law & Order. Cotton Incorporated was a major Thanksgiving Day Thanksgiving Day, national holiday in the United States commemorating the Pilgrims' celebration of the harvest reaped by the Plymouth Colony in 1621, after a winter of great starvation and privation. The celebration was probably held in October. advertiser ad·ver·tise
v. ad·ver·tised, ad·ver·tis·ing, ad·ver·tis·es
1. To make public announcement of, especially to proclaim the qualities or advantages of (a product or business) so as to increase and will be during the Winter Olympics this month. The spots also have frequently appeared on The WB, UPN UPN User Principal Name (Microsoft Windows 2000)
UPN United Paramount Network
UPN Unión del Pueblo Navarro (Navarrese People Union)
UPN Umgekehrte Polnische Notation and VH1, as well as daytime Daytime may refer to:
Cotton Incorporated believes that advertising and promotion are the key ways to reach consumers, but they don't come cheap. Messura says the increasing cost of advertising makes it a challenge to get your message out. That is one of the reasons the organization has worked hard to learn what consumers want and their related buying habits.
Cotton Incorporated's Lifestyle Monitor[TM] is a unique telephone survey research program that was developed in 1994 to gather consumer attitudinal information for targeted marketing and advertising. The program interviews over 4,000 U.S. consumers each year between the ages of 16 and 70. The goal of the effort is to find which groups in America are "most susceptible to the cotton message," says Messura. He explains that the survey seeks out consumers' attitudes to shopping, the importance of fibers and fabrics, trends in fiber, etc. It also helps Cotton Incorporated to identify the importance of fiber in age, gender and life stage.
One important finding from the Lifestyle Monitor program is the role of cotton and fabrics during "trigger events" in a person's life. This refers to a series of important events in peoples' lives, such as moving away from home for the first time, doing that first load of laundry Laundry can be:
Before industrialization , getting married and having children.
"These different stages in a consumer's life are very significant points where they turn up or turn down the importance of fiber," says Messura.
Cotton Incorporated used the data from the Lifestyle Monitor to determine the target audience of the new commercials, which are women age 18 to 32. "Consumers in the late teens, primarily female consumers, are at a good point to hear the fabric message," Messura says. He supports this with data confirming that female consumers purchase more than 80 percent of clothing and over 90 percent of home products.
Though their advertising is targeted to younger women, Cotton Incorporated continues to offer a variety of services that hit all points of the "industry pipeline," which includes cotton producers, cotton and fabric manufacturers and mills, retailers, and consumers. Messura says a push-pull marketing strategy is used in an "all inclusive marketing effort."
An example of how Cotton Incorporated is pushing demand through the pipeline is the Textile Designers Awards that are given to manufacturers who create new or innovative uses for cotton. This industry recognition stimulates the use of cotton and introduces new cotton ideas into the marketplace.
On the opposite end of the line is the consumer. Educational programs, in-store promotions and placement of the seal of cotton in store circulars and catalogs are a few ways that Cotton Incorporated is increasing demand for cotton apparel and home fabric products.