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 Marketing Masters: Special Advertorial Section
FHMFHM Presents "Dockers Gets the Goods" on the Cast of the Apprentice FHM Holds Trump Card for Campaign "You’re hired" was what the FHM marketing and sales team wanted to hear from Dockers, which was seeking to stylize an advertorial featuring cast members of NBC’s The Apprentice wearing the brand’s clothing and accessories. Dockers sought to reposition itself as a lifestyle brand while broadening its reach to women. "They wanted to showcase the breadth and scope on a wide variety of folks," says Donia Vance, FHM creative services director By outfitting the third season of The Apprentice’s young and business savvy cast with duds in several lifestyle vignettes, the FHM eight-page advertorial underscored the clothing line’s "Style that Works" brand message. The advertorial also included Q&As with the 18 contestants, who talked openly about their ambitions, as well as dressing for success and their own personal style. The advertorial was supported with a customized interactive three-page microsite on FHMUS.com/Dockers and promoted on FHMUS.com via customized ROS units. Furthering the site, the advertorial was highlighted in three separate email newsletters sent to FHMUS.com’s registered users; in-store displays were also used, with "As Seen In" boards featuring the cast turning up in 800 nationwide Dockers retail stores. FHMUS.com/Dockers was the site for readers/viewers to enter a sweepstakes that offered a grand prize consisting of a complete Dockers wardrobe and a trip to New York to attend the live taping of The Apprentice’s season finale and meet The Donald. "This campaign solidified our relationship with Donald Trump and The Apprentice," says Vance. "It was great for Dockers to leverage itself as a lifestyle brand." The campaign bolstered FHM’s circulation from 1.25 million readers to 1.29 million in the first half of the year, ranking FHM at the top of the men’s category in overall circulation. The April 2005 issue that carried the "Dockers Gets the Goods on the Cast of The Apprentice " advertorial sold 400,643 copies at the newsstand. "It was a great response on the retail end," says Vance. "Dockers came away feeling good about that. They came away saying we want to work with you again." Farm Journal MediaNational Corn Growers Association-Corn Yield Guide Sponsor Has Field Day with High-Yield Program Promoting an annual contest recognizing the cream-of-the-crop corn growers in the country may not be as labor intensive as harvesting corn cobs, but it can be challenging in its own right. For the past four years, Farm Journal Media has devised an integrated marketing program for the National Corn Growers Association (NCGA) to promote its agricultural contest that allows corn growers an opportunity to showcase their abilities while providing NCGA a broad forum to foster its mission of creating and increasing opportunities for corn growers in an agriculturally challenging world. "This is a big deal for them" says Sarah Wilson, national account communications manager for Farm Journal Media. "They receive just as much attention as the larger companies do." Last year, Farm Journal Media utilized four of its communication properties in the campaign to promote the Corn Yield Contest and solicit entries for the event. The 2005 NCGA Corn Yield Guide is targeted to approximately 125,000 farmers with 250-plus acres of corn in the country. AgWeb.com delivered 300,000 impressions on its Web site to promote NCGA and distributed weekly news briefs to its subscribers. AgDay Television developed a 30-second commercial highlighting the contest, which aired around 20 times before NCGA established a deadline for entries. By the end of the campaign, the event received over 950,000 print impressions, 1.7 million television impressions and 1.3 Web impressions. "We have a great Web site for them to get out the word of what they do," Wilson says. Because of the integration of the multiple platforms, the campaign is able to deliver millions of impressions, says Duane Robinson, national account manager for Farm Journal Media. The 2005 NCGA Corn Yield Guide contest is not one of Farm Journal Media’s largest projects, but, says Robinson, "We treat it just as if it was a multimillion-dollar project."
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