Marketing

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It’s been a while!

I had to acknowledge this effort from a brand I know and love, Excedrin. Excedrin was the go-to choice for headaches in my household growing up, and so there is always a giant bottle of it in my home now.

I saw this Instagram post today and was intrigued. It’s Tan and Antoni from Queer Eye!

This is a brilliant idea. It makes complete sense to associate headaches with common triggers, and this particular choice of spokespeople is relevant and far-reaching. We all get headaches!

Here’s a look at the packaging on the Excedrin website:

Unfortunately handled was the page where you could sign up to receive a free sample of Excedrin Extra Strength with the limited-edition packaging. I filled out too many fields before finding out that they were apparently out of the free options.


The Excedrin team should have been ready to edit this page to alert visitors that they had run out of the giveaway items. It’s a miss in a day full of fun branding wins.

Which package would you pick if you had to choose the one that best fits you?

Here’s a news article covering the variety of content associated with this promotion.

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I’m back with a packaging review! It’s been a while, but since I had never ordered from Colourpop before, it seemed like a good time to get back into these posts.

I ordered a palette when they had a sale, and it arrived within a few days. Let’s take a look.

Customized with the sticker, but it doesn’t appear to be a custom envelope.

Here’s a look at the back, and also at the bubble-wrapped package contents.

Out of the bubble wrap, we have a little Colourpop catalog/brochure, the packing list, and the palette in its outer box.

Here’s the inside of the brochure and a shot of the very cute note that was also included.

Spoiler alert – this is my favorite thing in this blog post. They label the palette with release dating! Every company should do this!

The front of the All I See is Magic palette. Unfortunately, you can see that some shadow has escaped the palette and smudged on the outer cover of the palette.

Sadly, this is a bit worse on the inside of the palette. There are issues on some of the individual shadows as well. I don’t know if this is because the palette wasn’t padded enough in shipping, or if the formula of the eyeshadows is such that they are fragile and that this is to be expected, no matter the padding for shipment.

This is the back of the palette. This is the thing that bothers me the most. I can accept that there is a cost savings in not printing eyeshadow names on the inside of the palette. These names are on the back of the palette, but the issue is that it is confusing when you have to flip it over to get the names, because if the shade name is behind where it actually lives in the palette is probably not the name?(The color descriptions on the website do clear this up.)

This could be improved in a few ways:

  • If possible, make it work so that the color names can be printed on the inside of the palette
  • Use photos of the actual shades on the sticker on the back to ID colors, to avoid the confusion of the layout
  • Put this sticker on the inside of the palette! These palettes don’t often have mirrors, so the sticker could just be placed there for ease in seeing the shadow names

The back of the palette box has the same information as on the sticker on the back of the actual palette. This all could be a little bit better. Again, I know that Colourpop is known for being budget-friendly for great quality, but I would still prefer that they identify issues like this and work it out so that the experience of their brand is just that much better.

I think Colourpop is a really interesting brand, and they appear to be growing like crazy, so I’m hopeful that they can address issues like these while still being able to maintain the tenets of their brand that has brought them to their current place in the market.

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NYDJ Gift Box | Brand Experience Project

by Jamie Sanford on November 28, 2017

Click here for all posts in the Brand Experience Project.

I haven’t made a secret of the fact that I don’t love gift cards as a gift. Everyone knows that the holidays are coming, so start shopping early! Here are my top 5 tips for early holiday shopping.

I really enjoy NYDJ products, and so was really pleasantly surprised to see this option for a gift card from their website.

This gift card is extra! NYDJ gets all of the points for presentation here. You receive a beautiful box with a purple ribbon to tie it closed, and when you open it, you get a presentation of a gift card for $124 (standard price for NYDJ items), and a measuring tape so that you can be sure to order the right pair for the perfect fit.

This is a next-level gift card. The presentation alone brings an air of importance and consideration to the gift, even though buying it was as simple as buying a basic one on the cardboard backing.

This is the kind of elevated experience that I want from brands. The gift card + measuring tape here isn’t earth-shattering, but the presentation is wonderful and is beyond what we have come to expect.

Every brand should be trying to reach “beyond what we have come to expect.”

Congratulations to NYDJ on this effort. I hope it is intensely successful.

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I have written about Parabo Press products in the past. I have tried out two different companies to have Instagram prints done, and this one has a lovely product. I received a message about a free set of prints (I paid for the shipping), and placed an order. I received the following email alerting me to my Parabo Press shipment.

The content of this email is good – I love the reference to the obsessive tracking that some of us definitely do while waiting for online orders. Where it goes wrong for me is significant though, because this is a shipping confirmation email.

The tracking link is under “Square Prints” in a larger, bold font. It isn’t immediately obvious that this is the link to my tracking information. I would MUCH prefer that this link said something different, even a “click here to track your order” would be fine. In addition, there needs to be some spacing between the listing of the item I bought and the link for my shipping.

Another strange addition is “if you are not going to be present leave a note with your signature so we can leave your order.” I don’t remember ever getting this kind of messaging from any other company, and while I appreciate the warning that I might have a FedEx door sticker in my future, it is in no way clear or helpful.

Here’s how I would change this email:

Once I clicked the link in this email, I was taken to the Parabo Press Aftership page. Aftership is another company that e-commerce companies can use to better present their shipping information to customers. I do not know if my problems with the shipping page is specific to Aftership, or if my issue is with how Parabo Press is customizing the Aftership page.

Let’s look at the page I see when I click the shipping link:

It’s a very simple page, as you can see. I have more issues here:

  • The tracking number is not a link to the tracking information available via FedEx.com. I understand that part of the point of using Aftership as a service is to translate tracking into a single page that better aligns with your brand, but I don’t see an issue with having this link open a new tab.
  • The “view tracking history” is a link to expand the page, but it isn’t very clear! It isn’t underlined, it doesn’t feature an arrow or another symbol that would indicate clearly and prominently that all of the information from FedEx is being translated into this Aftership page.

Here’s how I would update this page.

Why have such a service in place if you aren’t going to utilize it in a way that is clear and easy to use?

I would love to know more about the decisions made by companies with regard to things like this. Is “good enough” really good enough? It just isn’t impressive or surprising, and Parabo Press makes a lovely product. To me, it is disappointing that a company would have good focus on their product quality, but don’t necessarily have the same commitment to a quality experience throughout the purchase process.

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I have been randomly exposed to Peter Thomas Roth products for the last few years. I was really excited when Nouveau Cheap told me about a Memorial Day sale that Peter Thomas Roth was having on travel-sized products, as it was the perfect time to try out a number of products for both William and me.

This is the first email I received, when I signed up to receive emails. This is simple and lovely. Things go weirdly downhill from here.

This is outright depressing after the first one.

Issues:

  • Not pretty at all. I know they can make more beautiful emails since I just received one.
  • No indication of how long I should expect to wait before my order ships. Why isn’t this standard practice by now?
  • NoReply email addresses are the most unfriendly. You can indicate somewhere else that no one should reply, and make the email address that a customer sees something lovely like ThankYou@peterthomasroth.com.
    • The from name in my gmail inbox was simply “Noreply.” At least change the name of your NoReply email address to your company name.

This is not better! The same unfortunate email address and from name, an ugly link that could certainly be hidden under a button or link that says “track my shipment,” and again, no design elements to speak of.

This is a mid-to-high end skincare brand, and the products are legitimately great, but this lack of attention to detail is disappointing.

If anyone at Peter Thomas Roth would like to talk to me about a site consultation, please contact me.

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