Money moving from the internet and other media to radio? You got it. Macy’s over the past few months has been aggressively bringing several high end national brands into radio (especially network) with special joint promotions—these are not part of their regular campaigns, such as Macy’s 4th of July Sale. They include Estee Lauder, Clinique, Lancome, Calvin Klein, etc. In the store entrance some products are also featured in conjunction with the campaigns.
Macy’s is in the business of moving merchandise and are reinvesting some dollars from TV, print, outdoor, direct mail, supplements and Internet to support these efforts. Most of it is on regular radio schedules, rather than specific personalities. The target is Women 18-49—General market, African American and Hispanic. These are short but intensive campaigns each that run two to four days. :30s and :60’s are the length. What’s next on Macy’s list? We’re hearing Ralph Lauren and Tommy Hilfiger.
RBR-TVBR observation: If this “new” media strategy moves merchandise, expect more activity from branded products via joint retailer promotions. We suggest the GMs cooperate as much as possible to keep these dollars coming radio’s way. I.e. have the morning talent bring up some of these promotions, gratis. Remember, radio has had a tough time bringing in these brands (i.e. Clinique, Lancome) into the medium…now that they’re in, let’s make sure we prove radio’s ability to move product…!
