Aveda Campaign Materials

Like I said in the last blog, Aveda had many campaign materials. Some of the materials that were used were to be placed in each salon, while others were for their websites and press releases.
Each material used for the campaign had a specific reason. An itinerary was sent out to every store along with the materials that were included. The itinerary told the store what the materials were and showed pictures of specific places where each poster, product, and display should be put. The pictures that were included were very detailed so no one would get confused where to put each material. The itinerary also included information in text explaining where to put what.
The materials that were used in the salons included a jumbo poster, salon poster, launch pad easel, Light the Way Candle tent card, Light the Way Candle easel back, Global Greengrants fund easel, Eco-tip guest card.
Each material used had a purpose. I feel that the use of every material was important and effective for this campaign. It was interesting for me to be able to look at some of the materials and itinerary to see the work behind the campaign.

The press release that was created and given out for this campaign:

http://www.aveda.com/docs/NR-EarthMonth2010.pdf

Some pictures of the materials that were used during the campaign:

Aveda Campaign

In the public relations partnership campaign, my partner and I looked in the strategies and materials used for the company of Aveda. Aveda is a company that sells products for hair care, skin care, and make up. Aveda has professional hair styling coloring and cutting and also has a spa. Many men and women around the United States go to Aveda and purchase their products.
Aveda holds many campaigns and fund raisers to support organizations and bring awareness to things that affect many people around the world. Three big campaigns that Aveda has done in the past year are “Recycle Caps with Aveda,” “Breast Cancer Awareness,” and “Aveda Earth Month”
During the time of our research, my partner and I looked in greater detail of the campaign that was going on over that month. “Aveda Earth Month” was held during the month of April. In this campaign, Aveda salons as well as the Aveda online store sold candles called “Light the way” where all the proceeds and candles sold went to Global Greengrants Funds water projects.
Another fundraiser that Aveda held for the Earth Month was the “Walk for Water” where they held over 130 walks all over the world to support this campaign. This “Walk for Water” event not only helped Aveda’s campaign in raising money, but it also helped the company of Aveda gain more awareness from different audiences. Because the walk was held around the world and for a good cause, more people would have heard about Aveda and through these events and words of mouth. Because of this, Aveda might be able to increase the number of people who will now shop at their store.
To let everyone know about this campaign, each store that was involved had posters promoting the candle in the windows, and throughout the store. Many materials were used to create awareness for their campaign.
Another way that Aveda got the word about their campaign was they sent out press releases. In their website, the audience is available to look at this campaign and learn more about where each contribution goes. At the bottom of the website, anyone looking at the website is able to view their press release for this campaign.
Aveda showed in this campaign that they had done their research. The company chose a problem/cause to help that they knew their audience and consumers would want to participate in also. They sold candles for the cause knowing that their customers would buy, use, and spread the word. The company’s main objective for this campaign I believe would be to get more customers into the store and to sell as many of the candles as possible. The company would be able to measure and evaluate this by setting a goal for how many people purchased a candle in the store compared to how many people purchased things other than the candle and then seeing if they met their goal that was set.
Aveda did an amazing job planning and executing their campaign. They were able to get the word out about this campaign with emails, press releases, and promotions on their website. Each store was sent materials and was told specifically what to do with them. In the end, the amount of money that was raised was a clear indicator that this campaign worked.
To me, Aveda held this campaign to support a good cause where many people throughout the world can relate. They also held the campaign to gain more consumers in their business. The company did this by selling a product for their campaign that anyone can consume (candles). Aveda was able to inform and sell something that was for a good cause in hopes that the people that would come into the store to buy the product, would buy other products from Aveda as well.

Reaction to The Beauty Backlash

This film made me realize how often I see advertisements that make many women feel bad about themselves, including me. I often watch television, flip through magazines, and see advertisements everywhere but I have never known the true effects. Advertisements seem to “trick” their audience and find ways to make their consumers feel bad about themselves in order to sell their product. The aftermaths of this video made me raise many questions about myself that I can’t answer.

Reflecting upon my experience with advertisements, typically when I see an advertisement with an extremely beautiful and skinny woman, I will look at the product and see how she is using it. I often judge whether or not the model looks good while using the product. If she does look good while using it, (98 percent of the time she does) I begin to think that I might be able to achieve the model’s level of beauty just by using the product. After looking at the advertisement, when I see myself in the mirror with out the product that is being sold, I begin to think how much better I will look once I buy the product. When the product (usually make-up) doesn’t look as good on me as it did the model, I find the advertisement and try to apply it like the advertisement shows. It never looks quite as good on me as it does on the model. I however look a little better with the make-up on, so I continue to purchase the product.

Reading over the last paragraph that I wrote is very disgusting. I feel my body deserves more credit than I give it when I look at the fake, computer made model seen in advertisements. I have never thought that a petty advertisement can ruin my self esteem. I have always told myself that I am different and not like the girls that feel bad about themselves. Because I use a product to “make me more beautiful” do I fall into that category? I use make-up products because I think I look better with make-up on than without it. Does that mean I think I am ugly? Are the companies doing what they want, hiding messages in their advertisements to get women to buy their products without taking a second thought?

Can advertisements do this? I don’t feel like this should be allowed at all. Making women all over the United States want look just as beautiful, sexy, and wanted as the woman on the advertisement. How many people a day do I see that look like the models on television, or in magazines? I have met a lot of women in my lifetime, and cannot remember meeting someone who is as pretty as the models I see in advertisements. American girls and women are spending money and causing harm to our bodies, only to try and look like someone we have never seen in person before. After this movie and reflection, all I can say is “WOW.”

Shake Weights Product Review

The new product of spring that has hit television advertisements is the new woman’s Shake Weight. With summer approaching, most women want to get in shape and not have winters flab holding them back from looking good in their summer clothing (or lack there of).

The Shake Weight’s target audience is women. I have heard many women complain and talk about how they either don’t like their arms or don’t want their arms to get like that in the future. Shake Weight's are made just for these ladies. This product is sold as one item. It looks like a dumbbell and it is intended to improve just one spot on a woman’s entire body. The spot that it is targeted to improve and tone up is the muscle that is called the triceps located on the back of each arm.

With all the advertisements of skinny ladies holding these Shake Weight's a consumer is lead to believe that if they buy this product they will also become skinny and beautiful like the professionals that are getting paid to hold the product. The advertisement also tells the audience that you can get great arms (like the models) by using this product in just six minutes.

A persuasive strategy that the commercial uses is “why on earth would you not get one?” They use this strategy to get the consumer to believe that it is such a great deal and it works wonders. This quote also makes the audience think that everyone else is using this product, so the viewer will be the only one with flabby and far from sexy arms.

I did not have the same reaction as the actors did in the advertisement. Yes I was able to feel a burn while doing it for six straight minutes, but I also have the same reaction while shaking a regular dumbbell for six straight minutes.

The Shake Weight advertisement shows the weight while it is in use. When watching the television advertisement, most audiences would assume that it shakes itself or is battery operated and all you have to do is grab on and let it do the work. This assumption is false. When I saw this product in the store; I spent an enormous amount of time looking for the switch to turn it on. Confused, I then asked an employee at the store to help me find it. I was told by the store employee that this product was not battery operated and the user was to shake it by themselves.

For $19.99 a person can buy this single Shake Weight. For the same price, a person can get two dumbbells, any weight they want and be able to do many different exercises for muscles all over the body, including the triceps. A consumer would be able to shake one regular dumbbell the same way they would use the Shake Weight. Another option and better investment is for ten dollars more a month, a person can get a gym membership. If you are a college student, the fitness center/ weight room and gym is commonly free of charge. In the weight room, a person can use whatever weights they want, and have fitness or weight trainers in the facility with them.

As a woman consumer, this advertisement caught my attention. I even looked at the product when it was on the shelves. When I learned that there was nothing special about this product other than twice the price and half the value, I was uninterested. I feel if you want to waste your money on a product that you will use less than half a year and soon to be lost and forgotten in your basement, go ahead, throw away your money!

I am in no way saying that the Shake Weight does not work. I have not used it daily like the advertisement recommends. I am however saying that there are other more convenient, cheap, and versatile products that can do the same thing and more than this product can. I feel that the people who are actually concerned about their arms will also be concerned about the fitness and look of other places on their bodies. If a person did not have the motivation to work out consistently before this product, they will not have the motivation to use this product daily, no matter how flabby their arms are!

To see the Advertisement and website:

http://www.bestofasseenontv.com/Shake-Weight/Shake-Weight.php

Brock's Press Release

(note: details of event have been changed to fit school assignment)

FOR IMMEDIATE RELEASE

Contact:Megan Olson

123 Fried Street

Heaven, MN

12345

Phone: 111-222-3333

Molson29@hamlineuniversity.edu

NHL Draft and Graduation event for Warroad’s Prep Athlete; Brock Nelson

Warroad MN -March 17, 2010- Brock Nelson, a senior from Warroad, MN will be having a combined graduation and NHL Draft party on Saturday, June 26th. This party is to celebrate Brock on not only graduating from Warroad, he is also a key recruit for the 2010 National Hockey League Draft that takes place the weekend of the 25th.

The celebration will be held at the Gardens Ice Arena in Brocks hometown of Warroad. The time of the event will follow the draft at 7:00 PM and all are welcome to join. A variety of pizza and beverages will be served.

Some of Brock’s accomplishments include helping lead his Warroad hockey team to the 2010 Class A Minnesota State Hockey Tournament to win the 3rd place medal. After the tournament he was chosen to be on the 2010 All-Tournament Team. Brock lead the 2010 season in points through out everyone in Minnesota. Not only was he recognized for all of these achievements, he also was a top ten candidate for “Mr. Hockey” in Minnesota.

Brock plans on going to college at the University of North Dakota and continue on his hockey career. Nelson said that a reason for choosing the University of North Dakota is because “My uncle went to UND and it is a great school to play college hockey.”

Please join Brock and family to celebrate his success in high school and prepare him for further success in his college career on Saturday, June 26th at 7:00 PM. The announcement of what NHL team Brock will be drafted to will be determined at this time.

For information: http://www.nhl.com/
Contact: Billye Nelson

Phone: 222-333-4444

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