July 21, 2011
by Stephanie
in Campaigns, Client service, Clients, Communications, Creativity, Identity, Integrated marketing, Marketing and design, PR, Social media, Strategic campaigns, Websites
Polaroid Eyewear has been getting some great PR coverage this year thanks to our ongoing trade media relations plan. So it was fantastic to see the interview that Marketing Zone arranged with Marketing Week and Polaroid’s Chris Knight published.
The feature discussed Polaroid’s new 3D glasses, Lady Gaga’s involvement as a creative figurehead, and the importance of marketing when revitalising a brand.
During the interview, Chris was quick to point out the level of marketing support from Marketing Zone. We’ve developed the brand over the past five years, taking it from a relatively unknown label to now being stocked in John Lewis, Fenwick, Specsavers and on luxury cruise ships.
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We’re always ready to support our clients whenever they need us, and if that involves a trip to the beautiful city of Nice, then that’s just a bonus!
Mark’s just come back from a meeting in Nice with Polaroid Eyewear. The event involved the international buyers from the sport, fashion, optical and travel industries choosing sunglasses from Polaroid’s 2012 collection. These will be stocked next year in their shops and outlets. I was there with our client Rebecca to choose the selection of sunglasses for the UK ecommerce website Marketing Zone designs and maintains for Polaroid Eyewear.
It was great to attend this buyers meeting, as I got to preview the new collection, so we can get started on the marketing plans for Polaroid Eyewear for next year. Plus, because we work closely with the fashion press to generate PR for the sunglasses, I was able to identify the styles that I know will be of particular interest to the fashion media.
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After we had begun our trade media relations plan for Polaroid Eyewear, Lou Cooper, Marketing Week’s features writer approached us. She wanted to interview Rebecca Harwood Lincoln from Polaroid for an upcoming feature about data security and online shopping.
The article discussed ecommerce websites, data protection and online security. Rebecca spoke about Polaroid’s online sales which are increasing every year, and about the strict security measures that we take to ensure their customer’s details are safe. We achieved a 21% increase in sales in 2010 with the ecommerce site we manage for Polaroid. This is an influential piece of coverage for Polaroid in Marketing Week and positions Polaroid Eyewear as major brand.
Having Polaroid recognised as a major brand by Marketing Week is a significant step forward in our marketing strategy. Marketing Zone can build a PR strategy for your organisation too, just ask us.
Marketing Zone is a busy agency. There’s always another website to develop, a proposal to finish or some freshly designed logos ready to present to a client. But we don’t spend our days in business as usual mode. We like to do that little bit extra. A good way to meet people, talk about what we do and get feedback is to hold an event at The Chartered Institute of Marketing. Mark, our Managing Director, and Dee, our Communications Director, are Chartered Marketers and active members of The Institute. Not only is The Chartered Institute of Marketing a source of qualifications and training in marketing, it offers opportunities for marketers to exchange ideas and develop professionally. They also offer guidance on selecting and briefing an agency.
Our event was called How to brief an agency – the story of Polaroid Eyewear and Marketing Zone. Our goal was to develop a presentation that was interesting, interactive and inspiring. Briefing an agency can be a huge challenge and marketers need to adapt quickly to changing priorities. For us, effective communications and strong relationships are key starting points. They’re the foundation for the strategies behind successful integrated campaigns, and good communications in general. Polaroid Eyewear is a great example of a brand that started from nothing – and with the right integrated campaign, quickly gained momentum among trade partners and consumers.
Date: September 21st, 2009 6:45pm
Location: Avenue House, 17 East End Road, Finchley, N3 3QE
Book a place at The Chartered Institute of Marketing website
Briefing can be a huge challenge – especially if you’re not used to working closely with an agency. Find out how Polaroid Eyewear worked with Marketing Zone to relaunch Polaroid sunglasses in the UK. And learn how to ensure your next agency brief gets results.
From initial meetings to strategic plans, creative treatments and digital innovation, Mark Ganellin and Dee Twomey from Marketing Zone, together with Rebecca Harwood Lincoln of Polaroid Eyewear, will show you how to get the best from your agency.
- Learn how to brief an agency to get the results you need
- Find out what the stumbling points are and how to avoid them
- Understand client and agency perspectives
- Case study: the relaunch of Polaroid sunglasses in the UK
- Q&A session – a chance to ask questions and share ideas
It is a great opportunity for members of The Chartered Institute of Marketing or other business people looking to sharpen their briefing skills. Book a place at The Chartered Institute of Marketing website.
Polaroid Eyewear has been getting some great PR coverage this year thanks to our ongoing trade media relations plan. So it was fantastic to see the interview that Marketing Zone arranged with Marketing Week and Polaroid’s Chris Knight published.