Alison Brod Public Relations | Agency Profile, Contacts, AOR, Client Relationships
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Digital, DR Opps: EVINE Live adjusting branding message under new CMO (Score 82)
Subject: digital, TV, social media, online, mobile
Opportunity: During the Q2 earnings call, EL CEO Bob Rosenblatt said that (fairly) new CMO Nicole Ostoya is working on "a number of projects" aimed at improving brand awareness, maintaining relevancy with existing customers and driving new customers to various sales channels. Not anything super revolutionary, but it's worth noting since Ostoya is only about six months into her new role and could still be evaluating strategy and partners.
In June, EL launched a brand campaign called "The Stars Align," featuring Paula Deen, Karen Fairchild (Little Big Town) and Todd English as headliners. The campaign included on-air programming, targeted direct marketing and online promotional events.
Additionally, EL has "quietly" introduced a new tagline: "Be Good to Yourself." According to Rosenblatt, while this is the same tagline used by ShopNBC years ago, EL feels it fits perfectly with the marketing message that the company plans to roll out in Q3. Look for EL to continue to put more money behind Deen and English (and similar brands that come with a built-in following) in Q3 and beyond. Specifically, look for increased social, direct marketing, SEM, retargeting and email marketing as the company looks to "really find the audience" for all of its offerings.
Rosenblatt also announced the addition of Sunil Verma as chief digital officer. Verma had been consulting EL for about six months, but the company has now brought him on permanently. For his part, Rosenblatt was also offered a permanent position at the top, after serving as interim CEO.
Agencies - EL tapped here). A PR hire usually precedes other agency hires, as it marks the beginning of newbrand awareness initiatives. Keep in mind that Rosenblatt referred to EL's marketing as "underdeveloped," so there could definitely be opportunity here. Therefore, EVINE will remain on the VAI and you should engage Ostoya and her marketing team to secure possible work down the line.
Experience: Verma previously served in a similar capacity with companies suchas Vineyard Vines, ideeli and The Children's Place.
New App Launch: In early August, EL announced that viewers could now access live video commerce content from its new apps on Apple TV, Amazon Fire TV and select Samsung Smart TVs.
Digital Breakdown: According to Pathmatics, EL has run no digital ads this year (and only spent $200 on one desktop ad last year).
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Chief Marketing Officer
Vice President, e-Commerce
Chief Digital Officer
Vice President, Fashion – Alison Brod PR