Target

Beyonce and Marketing

by Jamie Sanford on January 9, 2014

To view all marketing posts on JamieSanford.com, click here.

Photo via Beyonce’s Instagram.

It’s been almost a month since Beyonce shut down the Internet by releasing an album without having told anyone beforehand. Coined a “visual album,” Beyonce was released to iTunes exclusively and sold over 600,000 copies in 3 days, blowing recent releases by Lady Gaga and Britney Spears out of the water. I’d like to examine a few pieces of this story.

Lack of Promotion

Beyonce has been traveling the world on the Mrs. Carter tour, has dropped a few singles over the year, but it was known that she had recorded material for a new album. The assumption was that the album would release in 2014. Instead, it turned out that Beyonce had written something like 100 songs, chosen the album tracks, and proceeded to film videos for every song on the album all over the world during the span of her tour. Brilliant and sneaky. Beyonce has been quite active on Instagram, keeping in touch with the fans and giving them a glimpse of her personal life, and dropped the news of her new album on Instagram and set it all on fire. After it became available, 80k copies had sold in 3 hours.

The genius of this is that no, Beyonce’s album isn’t a lifechanger, but the entire plan was based on the fact that she is a huge star, people love her, and since they knew NOTHING about the album, everyone went online and bought it immediately to participate in the event that the album became. Britney and Gaga released tons of songs from the albums before they were released, and since they were not that impressive, sales were not there to match. No one had time to find out if Beyonce’s album sucked before they were buying it to join in on the excitement.

Beyonce vs Target

Due to the secretive nature of the project, they didn’t start physical production of the album until very late in the timeline. The album had been available online for a few days already and Target refused to carry it, stating that the exclusivity to iTunes at the start would hinder sales of the physical CD. This was really dumb on their part.

  1. Beyonce went to Walmart, which was selling the album, and gave out gift cards and made people’s days and made herself a lovely news story.
  2. Hello, Target, people who still watch the news and aren’t living their life on the Internet (they do exist), would totally pick up and buy the new Beyonce if they saw it in the store. That you refused to buy this album that had the biggest hype of any album release in AGES was a huge miss.

Content Video is King

The release of music videos for every song was designed for the age of the Internet. Tumblr is HUGE, and it’s all about sharing images and video. The Beyonce videos aren’t all massive productions with huge budgets, but that isn’t the point. They all feature Beyonce. Beyonce is the star. Done and done.

Changing the Game

According to a post on https://www.yesgamers.com, Beyonce’s surprise release, as well as the format of songs + videos from the jump, is a different approach to the new music world we are living in. Spotify can’t show you videos, so you go buy the album on iTunes. You haven’t streamed the whole album yet on a music website, so you go buy the album on iTunes. All of these tactics that are the new normal were ignored for a bombshell approach that no one was expecting, and it worked like a charm.

The album sold over one million copies in 6 days. For everyone who said album sales were over, Beyonce just changed the game.

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2012 Holiday Wishlist

by Jamie Sanford on December 20, 2012

My turn for a holiday wishlist. I’m very lucky and have already received and opened gifts from my husband’s family and I have already received so many amazing things, many from my Amazon Wishlist. I know people think it is boring to buy from wishlists, but I really love receiving things I picked for myself but probably wouldn’t spend my own money on – luxury stuff, beauty items, etc.

Anyway, the blog holiday wishlist is another beast. I’m going all out on some things I would never ask for. However, some of these aren’t bad at all.

Philip Crangi Trinket Box from the Target+Neiman Marcus holiday collection. This is currently $69.99, but since it isn’t sold out, I’m waiting for it (and some of it’s friends in that collection) to go on sale before I get one of my own.

Prada Flower-Applique Spazzolato Oxford. These are on sale at Neiman Marcus for $904. I would wear these to death. They are beautiful.

Antique Owl Watch Necklace from Fred Flare. A hot deal at $24. So cute.

OMG also from Fred Flare, this total fake McQueen studded clutch. $24.99!

A puppy! I only want a rescue dog though. Smaller than 15 lbs full-grown would be good.

The name is spelled incorrectly, but the Alexander Wang Jaime Chastity Satchel is still fabulous. Available at Saks Fifth Avenue for $925.

Finally, I would like Petra Island in upstate New York. On the island are 2 buildings designed by Frank Lloyd Wright. The island is heart-shaped. I am obsessed. I have been plotting a bigger blog post about it but I have to put it in my wishlist first. Does anyone have a spare $20 million to give me?

Happy holidays everyone. I am traveling for a bit but will be back to write my recaps before the end of 2012.

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Polish Project #48

by Jamie Sanford on December 8, 2012

Click here to see all of the previous Polish Project posts.

THE CONCLUSION!

OK, first, let’s see where this all began:

For some reason, it never occurred to me to take a picture of the before shelf with a real camera instead of my phone. Either way, you get the idea. My homemade shelf was STUFFED with polishes, you can sort of see some of the bulging in a few spots. It was clearly out of control. I had no more room to shop, and no REASON to shop.

The Project

So I started this little project, where I figured I should test all of the polishes before I bought any more. I started testing polishes one by one, painting my nails and commenting on a spreadsheet derived from Sara‘s about application and staying power. I took pictures with my phone and blogged about them.

Soon enough, I realized that this was going to take a long damn time, and started grouping polishes by color. I wore a series of 5 pastels at one time – the Easter egg manicure, and did color gradients with purples, reds, blues. The grouping certainly helped things move along much faster. And meant less time exposing my nails to the acetone – and I still use acetone because of this amazing Target plastic bristle jar of polish remover.

I don’t remember how long it took me to break and buy polishes. I do believe I broke down when Walgreens was having a clearance event, and the Sally Hansen HD polishes were something like $1.25 each. I just checked and I was only on post 7, but it was a tough road to go from just collecting polishes to nothing. I bought a few, fell absolutely in love with the first one, and then hunted down the rest, all on clearance. I didn’t feel as bad about it.

So, from there, I bought a few here and there, sometimes on sale, sometimes just stuff I could not resist. I bought Fergie’s Hollywood Walk of Fame because I wanted those stars, and I bought random Orlys because they looked gorgeous. (The Orly polishes did not disappoint.) I definitely picked up some Hunger Games polishes when they were on clearance at Sally’s too, although 2 were for my Mom, who has benefited the most from this experience.

Perhaps the greatest success of this project was Mom telling me that she can’t even look at her old polishes anymore since she has so many fabulous new ones – and let me tell you, Mom had a penchant for some unfortunate brick-hued polishes before. I’m pretty sure her favorite out of what I’ve sent was either a Nicole by OPI shimmery orange (which I can’t find so I think I gave it to her pre-project), or King Arthur by A England. I am going to try to get her started on layering polishes when I see her for the holidays.

So, here at the end, my polish shelf doesn’t look all that different, at least if you only glance at it.

It looks full, right? Also the picture is 1500x better. Either way, you can see that the polishes are not all cramped and shoved in together like they were for the first image. The top 2 shelves are all OPIs, including minis. Then we have China Glaze, Orly, Essie, Sally Hansen, NYC, A England, Sinful Colors, Milani, Revlon, LA Colors, Zoya. The bottom row has Wet ‘n Wild on the far right, with Sephora by OPI next to them, and the rest of the row is single polishes from brands I have not frequented.

Lessons Learned

  • I very much prefer dark polishes to light ones, although the light ones have their moments.
  • I do NOT need every polish in a collection because they are a collection. I know now to check out blogger swatches and decide which polish is something I really want to wear.
  • A England polishes are superior to anything else I currently have in the collection. I bought 3 more of them last week because they had a sale – I have no regret or shame about it. If I was forced to, I would give up the rest of the collection and just use A England forever.
  • I need to get more into layering polishes. My favorite manicure of this entire project was a 3-layer creation.
  • I suck at stamping, and I’m not sure I care.
  • The dotting tool is totally fun. Not as fun as asking your husband to draw dots on your nails with a nail art pen though.

I am going to attempt to keep track of the polishes I use most frequently in 2013. I figure that this is definitely the next best way to cull the herd. I definitely still have a lot of blue and purple polish, probably more than necessary, but things being necessary was never the point of this, was it?

New project for next year, one much more in line with my career intentions. I will keep sharing polish experiences though. Thanks to everyone who read my posts and talked to me about the finer points of nail polish – it was an experience I did not expect.

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Polish Project #38

by Jamie Sanford on October 11, 2012

Click here to see all of the previous Polish Project posts.

139. Cover Girl Midnight Magic

Cover Girl Boundless Color in Midnight Magic.

Closer view of Cover Girl Boundless Color in Midnight Magic.

Cover Girl Boundless Color in Midnight Magic.

Showing the finish of Cover Girl Boundless Color in Midnight Magic.

This is one of those polishes that looks so dark in the bottle but then you hold it in the light just the right way and you get the color. I had to work on angles for the photos so that this could work, but in the shot just above you can see the color in the bottle and on the nail. It is a really spectacular blue once you see it.

Thoughts: Good application and formula – a bit tricky with the color, but not bad enough to let go.
Verdict: Another for the share pile.

Bonus for today – I wanted to share my find from Target for the best glitter removal!

Target up & upâ„¢ Maximum Strength Acetone Nail Polish Remover Dip-It.

There is a BRUSH in there! All of those little plastic bristles make for incredibly easy removal of all polishes and the best experience I have had with removing anything with glitter in it. Yes I know the acetone is bad for your skin and nails, but I will talk about how I counteract that in another post. If you use glitter and have trouble removing it, pick this up for a few bucks at Target, because it will make polish removal SO MUCH easier. Try it out – use some moisturizer afterwards, you will be fine!

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Instagram Roundup #8

by Jamie Sanford on October 3, 2012

Here are all of the other Instagram Roundups!

I always get a kick out of this Tesla bust I pass on 25th when I’m heading to the Noritake showroom. It’s in front of a church.

Good times in tunnel traffic.

We went to IKEA for some staple items, looked for some new things for our same apartment (not moving anymore), and naturally bought some snacks.

I love this picture of my Dad. His skinny tie is amazing.

I found great Halloween stuff at Target. I was alone while shopping and it’s a miracle that I didn’t spend a fortune on random Halloween items.

I took some photos of friends who are getting married in a few weeks, and I absolutely love this shot of my friend Natasha. She looks gorgeous! I can’t wait to go to the wedding.

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