Macy's 2007 Annual Report Download - page 18

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• macy’s, inc.
14
“We’re
creating
magic in
building
our brands.”
Successful Marketing Is in the Mix
With American consumers continually shifting their
preferences – and mass media more splintered than
ever – the company is refining its marketing and
pursuing a truly integrated approach.
National brand advertising includes network
and cable television, fashion magazines and an
increasing amount of digital and online media.
Complementing the brand marketing is a balanced
level of promotional advertising and direct marketing,
often including specific items and prices, which drives
traffic and sales.
Macy’s and Bloomingdale’s both excel at layering
on events and activities that touch the customer
directly. This includes the worldwide impact
of the Macy’s Thanksgiving Day Parade
(with 3.5 million live spectators and a TV
audience of 50 million), down to a local
store personal appearance, which may
attract hundreds of customers to see a
fashion show or a cooking presentation
by a celebrity chef.
In 2008, a host of new and interesting events are
planned to drive home the Magic of Macy’s and
celebrate the brand’s 150th birthday.
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