Comments on: Is Cartier ”Slumming It” on MySpace?

By: Cartier uses the power of MySpace to appeal to new audiences , 77Lab

Cartier uses the power of MySpace to appeal to new audiences , 77Lab — Tue, 26 Aug 2008 01:45:49 +0000

[...] more on the Cartier initiave on Marketing Vox or Marketing Pilgrim. Last 5 posts in Social Marketing10+ OpenSocial Videos and Tutorials for social networks – August [...]

By: Utah SEO Pro

Utah SEO Pro — Sun, 03 Aug 2008 23:22:15 +0000

I think it's great for branding. Not sure if there's the best ROI on time investment. Utah SEO Pro's last blog post..Mobile SEO - SMX Local Mobile 2008 Presentation

By: Frank Reed

Frank Reed — Sat, 02 Aug 2008 04:19:32 +0000

Joe, The only stat that any marketer cares about is how many of those 120 million actually have the ability to buy or influence the purchase of high dollar items like Cartier watches etc. Big numbers mean nothing if they can't be directly tied to selling product and unless the stats show a demographic that has a lot of disposable income it's just a number. Frank Reed's last blog post..SMB's and Search Marketing ?.. A Rare Match Indeed

By: Joe Damask

Joe Damask — Sat, 02 Aug 2008 03:44:33 +0000

MySpace is one of the biggest websites in the world. Check Comscore or Nielsen and deal with the facts. It is not a “teenybopper” or “misfit” site. It has over 120 million people on it, most of them over the age of 18–again CHECK THE STATS. People see a blinged out profile and assume its all teenagers. People see a staid Facebook profile and assume its all professionals. Neither is true.

By: Blue SEO

Blue SEO — Fri, 01 Aug 2008 23:54:10 +0000

I’m not sure Cartier is going to really benefit from this unless they set up a viral campaign centered around their page. Myspace doesn’t seem like the best place for a luxury brand, but obviously they can penetrate a large audience and brand themselves if they promote it right… I’m just not sure they are going to find their best clientele on Myspace or Facebook.

By: Nicole Price

Nicole Price — Fri, 01 Aug 2008 14:51:53 +0000

Quite what Cartier wants to do on MySpace is to be seen. As long as they use it to communicate and not to sell, in other words compete with their retailers/franchisees, it should work. The crowd at MySpace has spare money to splurge on! Nicole Price's last blog post..Custom T-shirts

By: Web Marketing Man

Web Marketing Man — Fri, 01 Aug 2008 13:29:25 +0000

Why choose Myspace as a platform? Are they trying to get the bling generation to identify and adopt their brand, or was this a plan hatched by some agency exec?

By: Nick Stamoulis

Nick Stamoulis — Thu, 31 Jul 2008 23:43:11 +0000

We do find it somewhat strange that they chose Myspace of all social networks to do their interacting on… we agree that it is definitely more of a teeny bopper audience and certainly not the average place for a luxury brand to place themselves on.

By: Anonymous

Anonymous — Thu, 31 Jul 2008 21:38:04 +0000

This is hardly a far-fetched step for Cartier. Brand profiles on the likes of MySpace, Facebook, YouTube, and even the very intimately humble Twitter, are no hot news. Realistically, big brands can advertise to – and interact with – consumers with virtually no overhead costs aside from paying a couple of marketing inters to manage the friend list, update content, and monitor for obscenities. You really cannot find a better avenue to promote a brand than on social networks, cost vs. value. When done with finesse – and a little brand notoriety doesn’t hurt – achieving awareness is easy as cake. The younger crowd loves bling, that is a fact, and even if they can’t afford it, their parents can. There are virtually no stop signs preventing brands from generating and army of loyal followers on social networks. Socnets are only one of many places where one may spend one’s time, and in this day and age, words spread like wildfires. Is it awkward for a brand like Cartier to be on MySpace? Perhaps, but its inexpensive advertising, the wave of the future (which is now, for smart brands). Its easy to understand why user-friendly brands like Apple, Nike, Crocs, Dell, etc… are promoting on socnets, versus a high-end brand but – in the end – the person making the buying decision ultimately is likely not the one who was exposed to the advertising but the one who is influenced by that individual. Why not exploit the added-value avenue?

By: Feydakin

Feydakin — Thu, 31 Jul 2008 21:30:00 +0000

Being in the jewelry business I’ve seen moves like this happen before.. Most recently when Tacori went the QVC route to try to attract a new audience.. Instead, they alienated their current customer base and distribution channels (jewelry stores).. Most stores stopped carrying Tacori’s more expensive lines entirely and now they are stuck with the lower end market at the expense of their more profitable markets at the upper end..

I can see a lot of downside to going this route..

1. The younger crowd on MySpace is less likely to buy Cartier because that’s their “mom’s” type of jewelry.. It’s not cool, it’s not hip, it’s “old”, like what mom would wear..

2. The older crowd will be less likely to buy Cartier because now the brand is nothing special.. It’s “everywhere” and people with the ability to buy more expensive goods like to buy more exclusive things.. It’s like getting in to Wal-Mart, nothing wrong with that, if that’s your target market.. But you aren’t likely to sell a $50,000 ring there..

It comes down to forgetting who you are and who your market is.. I’m all for expansion and growth, but not at the cost of what you already have..

Feydakin’s last blog post..Customer service: You have email, use it

By: Cartier and MySpace Match Audiences……In Theory - Frank Thinking

Cartier and MySpace Match Audiences……In Theory - Frank Thinking — Thu, 31 Jul 2008 21:21:54 +0000

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