New Halogen Executive Lunches in NYC
We are hosting two more events for clients and prospective clients in New York this month:
-Tuesday July 14th, 12 noon at the CORE:Club; an executive briefing for luxury travel marketers on ‘best digital media practices’ to drive bookings and sales. We will be using several luxury brand travel case studies to discuss what is working online media, in terms of email, display and CPC programs.
-Thursday, July 16th, 12 noon at the CORE:Club; an executive briefing on Twitter and how brands can leverage real-time social media to drive brand awareness and engagement. We covered this topic last month, and the event was over-booked, so we are holding this briefing again.
Both events are limited to about 12 attendees and will be held at the CORE:club in midtown. If you are interested in attending, please email aly at halogennetwork.com. Our last lunches have been attended by CMO’s and heads of marketing from brands such as Harry Winston, Prada, Trump Hotels, Zegna and many others – my sense is that the attendees have enjoyed the conversation, networking and location.
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Primer on Why Twitter is Scary but Good for Luxury Brands
- Image via CrunchBase
Here is a copy of my recent presentation and lunchtime discussion about Twitter – which we did at the CORE: Club last week with about 10 luxury brand marketers. The brands that came to the lunch get it – see Twitter as: 1. waste of time 2. cheap way to communicate with customer 3. PR on steroids. All reasonable definitions.
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Graydon Carter Officially Delusional: Golden Age of Magazines?
Good, quick summary of New York magazine’s lengthy profile of Conde Nast and its current overlord, Si Newhouse, is over at Halogen Life. I don’t think Vanity Fair is going out of business anytime soon, but does read like Graydon might be a tad in denial.
Twitter Briefing in NYC Sold Out
- Image by stevegarfield via Flickr
Our second lunchtime briefing for luxury marketing executives is now ’sold out’. We will be at capacity on Tuesday June 2nd at the CORE:club as a group of us will discuss social media, and in particular Twitter, and how luxury marketers can harness this phenomenon. And an interesting story here from WSJ.com on claiming your social media domain name. Bottomline: move fast to get your brand’s Twitter name, if you have not already.
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Frette and Halogen Launch Another Campaign – Win a Trip to Italy
- Image via Wikipedia
One of our newest clients, Frette, has just launched its second campaign with Halogen. This time it’s a chance to win a week at the ultra-luxury resort, Mezzatorre Resort & Spa, off the Amalfi Coast. This campaign will be running across many of our travel and home/design publishers in our network until the end of June. The drawing for the three prize winners will be in New York on July15th. Enter the contest here.
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Halogen Launches Travel Spotlight – Reaches 1.5 Million Inboxes
Luxury resorts and hotels are obviously suffering from lower occupancy rates – and many are responding with more aggressive discounts, and digital marketing of those deals to consumers. To help, we have launched a new dedicated email product called Travel Spotlight – that enables advertisers to reach over 1.5 consumer in-boxes, via the qualified subscriber lists of many of our Travel Channel publishers.
Carlos Watson and The Stimulist Join Halogen Network
Carlos Watson, an anchor on MSNBC, having already started and sold one company (in the education space), has just launched another – The Stimulist. Carlos is building a quick, high-value daily read on the web for 25-40 year old influentials – a group he calls the Change Generation. Think Huffington Post meets Gawker – with less snark and more optimism. More from Jon Fine at BusinessWeek here.
The Stimulist will join our other publishers Flavorpill and BlackBook to form the heart of our Downtown Channel – an efficient and creative way for advertisers to reach that young, urban and influential crowd. I met Carlos last week when I was in New York and look forward to working with him over the coming months – first step will be a small event where he will talk to agencies and potential clients about how to connect with this Change Generation.
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- The Stimulist: MSNBC’s Carlos Watson Launching News And Opinion Site (huffingtonpost.com)
- The Stimulist Puts Another Nail In Snark’s Coffin (mediabistro.com)
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Can Luxury Brands Leverage Twitter?
- Image via CrunchBase
We are hosting our second private lunch at the CORE: Club for luxury brand marketers. The topic will be social media, and in particular, Twitter, and how brands can use Twitter to engage their audiences. As Twitter moves from very early-adopter (check out that growth!), to a more “mainstream’ audience, advertisers need to assess its viability as part of the digital media mix. At Halogen, we are convinced that with the right campaign idea and execution, brands can leverage Twitter to engage consumers very quickly and in ‘real-time’ – in a way that is more immediate and fresh than even other social media campaigns.
More about our event here. We are limited to 15 attendees, and if you are interested, plse rsvp to allison at halogennetwork.com.
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- Pew: One in 10 online Americans using Twitter or something like it (socialmediatoday.com)
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American Express Publishing Cancels Luxury Summit
American Express had already slimmed down their annual 2 day Luxury Summit (in Florida) to two, one day meetings in New York and Los Angeles, to reduce the cost of participating. But now, probably based on slow registrations, the event has been cancelled all together. This is a shame – from my experience it was the best event in the ‘luxury marketing’ space, and attendance in the past was always strong, in terms of breadth and quality of delegates. I hope the event returns (along with the economy) – but this can be tricky to pull off: once people live without an event (and the expense), they realise they can.
Luxury CMO Lunch with Tina Brown
Last month, I co-hosted a lunch with the heads of marketing of about a dozen luxury brands (including Prada, Zegna, Chanel and others) to talk about how high-end brands can deploy unique digital engagement campaigns that get noticed – and that actually work. My guest was Tina Brown, the founder and CEO of The Daily Beast, and a publisher in the Halogen Network.
Besides demonstrating how the Daily Beast has quickly built an audience of both affluent and influential readers very quickly ( short version: mix low-brow and high-brow in a well-designed, easy to ’snack on’ content package), Tina also showed how luxury advertisers can engage with this audience (short version: not via IAB standard ads). For the last six months we, like many others including the OPA, have asked publishers to begin to deploy digital ad products that are more custom, integrated and impactful than the typical 300 X 250 banner. This is the future of online advertising and it’s starting to arrive now:
