When you think about it, OPI is kind of incognito. The only traditional media they use is magazine advertisements. In 1996, this headline came out: "OPI Expands Advertising Horizons." The kicker however is that their "expansion" in 96 was adding Instyle FULL page advertisements each month. I guess they had been working with half or quarter pages before this change. Take a look at the full page ad in 1996 and compare it to ads we see today in InStyle...
These two ads aren't really that different in content. The quality of Katie Perry's ad is a little more clear and polished due to our technological advancements. I have yet to see an OPI commercial on TV or radio. Their website does get a lot of foot traffic, especially with the number of blogs they keep. And their twitter account seems fairly popular with 47,720 followers (me being one of them). With new media outlets like facebook and twitter, OPI chooses to partake in them, while keeping their tradition of print advertisements. Today however, the company primarily uses beauty magazines as their number one media outlet. Having females as their target audience, they know women will subscribe to and read beauty and health magazines. I know every time I go to the airport or take a long road trip, Cosmopolitan, InStyle, Lucky, and Glamour are always in my bags. And I also know there will be one full page OPI advertisement. I actually get intrigued as to who will be the celebrity model. Lately they've been using high profile celebs for their campaigns and I always enjoy looking at the new ad.
For OPI, This is the perfect foot traffic.With that, their reputation remains strong. OPI isn't trying to annoyingly push their way into every woman's heart commercial after pop-up after advertisement. Remember, OPI stands strong as classy and professional company. They push to be the best and most honest in their field at the same time to be fun and flirty.
Ultimately, They want us to make the decision for ourselves. If we, consumers, take the time to search out OPI products (in magazines or on the internet) that means we have a personal attachment, or want an attachment possibly, to the company. But OPI doesn't need to flood every media channel to gain recognition. They definitely follow the KISS motto: Keep it Simple (and) Stupid.
The key thing with any media strategy is to reach your audience with your intended message. OPI seems to be doing this.
ReplyDeleteYou, too, have done a good job of keeping it simple. This is what they do; no need to talk on and on about what's not there. This is especially true when what they do works.