Integrated Marketing
It’s one of those industry terms that is used way too much, but when you see a company actually “integrating” their marketing efforts, well, it really is the appropriate worn out term to use.
Athleta is a clothing brand focused on outfitting women with performance-driven apparel for activities such as yoga, running, cycling and golf (among others).
They have a very nice print catalog that we received recently for “SPRING PREVIEW.” On the front cover is a yoga model sporting Athleta gear. Other than the cover model and logo, the only print reads “Go to Athleta.com For Our Entire Collection Which Includes More PETITES And TALLS Than Ever.”
So…we did as they said and went to Athleta.com. And there she was, the same model in the same yoga pose. And get this, the main messaging on the homepage…”More PETITES And TALLS Than Ever.”
Okay, so the hompeage and catalog cover are the same. But what about other elements of the two? After clicking through the site and checking out some of the interior product pages, it was evident…many of the photos and models were the same as the catalog. In fact the overall look and feel of both these sales pieces were even similar.
Now that is integrated marketing.
Kudos to the folks in charge of Athleta’s marketing efforts. Nicely done.
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Lawton Gallagher Group is a full-service online and traditional communications, marketing and public relations firm with offices in downtown Traverse City, Michigan.
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