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CREATIVE Marketing Trends
August/September, 2007


Chrysler To Open First-Ever LEED Gold Certified Dealership In The Country

Tamiami Automotive Group, one of the top volume Chrysler Jeep® dealers in the Southeast, is relocating and expanding to a facility that will be the first-ever 'LEED Gold certified' dealership in the country. LEED is the Leadership in Energy and Environmental Design (LEED) Green Building Rating System™, which is the nationally accepted benchmark for the design, construction, and operation of high performance green buildings.

The new 18-acre dealership, located at 7090 Coral Way, in Miami, is a former Superfund site that Tamiami will transform to LEED ‘Gold’ certified upon completion. "We are reusing land that was contaminated and revitalizing it to build an eco-friendly structure that will cooperate with the environment," says Carlos Planas, Chairman of Tamiami Automotive Group, one of the country's top Chrysler Jeep dealers. “Our plan for the new location is to develop a one-of-a-kind facility, both as a ‘green’ building, and for its innovative approaches as an automobile dealership.”

Slated to open in late 2008, Tamiami Chrysler/Jeep/ Dodge will be one of Florida's most energy-efficient businesses, with numerous water conservation and energy management systems, and a design that relies on natural light rather than artificial.


Coca-Cola Announces Environmental Initiatives

The Coca-Cola Company also pledged to lead its global beverage operations, including those of its franchise bottlers, to replace the water it uses in its beverages and their production. The Company will focus its actions in three core areas: 1) reducing the water used to produce its beverages, 2) recycling water used for beverage manufacturing processes, and 3) replenishing water in communities and nature.

“We are focusing on water because this is where The Coca-Cola Company can have a real and positive impact,” said E. Neville Isdell, Chairman and CEO of The Coca-Cola Company. “Our goal is to replace every drop of water we use in our beverages and their production. For us that means reducing the amount of water used to produce our beverages, recycling water used for manufacturing processes so it can be returned safely to the environment, and replenishing water in communities and nature through locally relevant projects.”


New ‘Energy Store’ Debuts In South Florida

A new concept of retail store has opened in Hollywood, Florida called The Energy Store. The Energy Store offers a wide variety of energy-saving and renewable energy products and solutions for sale to people who are interested in saving energy, saving money and saving the environment.

This unique retail location features solar panels, chargers, inverters and incredibly efficient appliances like washers that use less than 3 cents of electricity. They offer refrigerators, freezers and air conditioners that run on solar panels and deep cell batteries, as well as, environmentally-friendly, non-metallic hot water heaters that are guaranteed for as long as you live in your home.

The Energy Store manufactures its own line of energy-saving compact fluorescent bulbs called “PhotoClear” that are quicker starting and more pleasingly color balanced to a whiter white, similar to that used in television studios (3200K). It has built roofs inside the store where customers can see how actual products such as solar panels, daylighting tubes and attic fans actually look and work when installed and, they will assist you with the design and installation of renewable energy systems. It carrys a line of quiet, portable, ‘smart’ generators that use less fuel and adjust themselves to the energy load.

The Energy Store displays ‘Energy Art,’ like lighted moving water pictures, highly unusual designer candles that never burn out and Chinese fiber-optic silk flowers that blink and bring you good luck. It also sells clever contemporary buttons and bumper stickers and ‘eco-chic’ tee shirts that are clay-dyed and made of organic cotton and have beautiful pictures and funny slogans.


‘Calvin Klein’ Branded Freestanding Retail Stores To Open In U.S.

Calvin Klein, Inc. plans to launch five freestanding Calvin Klein-branded better specialty retail stores in the U.S. featuring men’s and women’s apparel and accessories under the Calvin Klein white label. These stores will extend the brand while offering the Calvin Klein consumer an opportunity to experience the unique white label lifestyle environment first-hand.

“These freestanding stores are a very important step for the Calvin Klein white label brand, as they provide an experiential platform to showcase the brand’s lifestyle. The store’s aesthetic and product assortments will be aspirational, and instrumental in our continuous effort to maintain the brand's image while elevating the brand’s profile,” said Tom Murry, President, Calvin Klein, Inc.


‘Press Play’ Listening Parties Held In Sephora Stores Across The Country

Sean John Fragrances, a division of Estee Lauder Companies and Bad Boy Records recently partnered with Sephora to host simultaneous listening parties in cities across the country to celebrate the new limited edition fashion fragrance, Unforgivable Multi Platinum, by Sean John.

The parties featured music from Sean “Diddy” Combs' latest album "Press Play" as well as music from other artists mixed by well known DJs. For the first time ever, a promotional CD containing two hits “Come to Me” (featuring Nicole Scherzinger of the Pussy Cat Dolls) and “Last Night” (featuring Keyshia Cole) were packaged with 3,000 bottles of Unforgivable Multi Platinum and made available exclusively in Sephora stores nationwide.


Michelin To Introduce Its First Retail Location, Michelin On Main

Michelin plans to introduce its first retail location in North America: Michelin on Main at RiverPlace, in downtown Greenville, South Carolina. Michelin is now extending its brand beyond tires with a diverse range of lifestyle products including lines of industrial, casual and performance footwear featuring the same quality, performance and innovation synonymous with its tires.

“This 2,600-sq. ft. space will be characterized by high-energy, high-tech and highly interactive features,” said Jeff Jacobs, director of Michelin identity merchandise and project leader for Michelin on Main. Greenville, SC-based architect Neal Prince + Partners will design the multi-use space.


Safeco Launches Teensurance Technology To Get Young Drivers Off To Good Start

Safeco has launched Teensurance(TM) powered by Safeco, which bundles an entire suite of technology and services designed to create a safer environment for young drivers, while offering new levels of comfort for parents. Using a GPS-based device, the Safety Beacon, and online tools to reinforce good driving habits, Teensurance gives parents tangible assurance about their teen’s driving behavior by delivering real-time notifications.

Safeco customers with auto insurance policies can register for Teensurance and access a secure Web portal with materials and services to help them establish a safe driving plan with their teen. Safeco will offer subscribers access to Teensurance’s online services and roadside assistance for a limited-time introductory price of $14.99 a month, which includes installation of the Safety Beacon into the teen’s car.


The Athlete’s Foot Debuts New Merchandising System & In-Store Design

The Athlete’s Foot is updating its in-store design, marketing and merchandising efforts with an innovative merchandising system that allows customization of store offerings to suit individual communities. The system empowers franchise owners by providing modular merchandise units in a variety of styles.

TAF is introducing four styles of the modular merchandising units: TAFTech, a technical sport module which focuses on pure athletic performance; Street Sports, which has an urban vibe; Classic Athletic, which captures a retro, collegiate varsity style and Fusion, an edgy module inspired by extreme and board sports. Franchise owners will be able to select a mix of modules they feel are most appropriate. The merchandise modules themselves are store fixtures, both wall and floor units, that will be “wrapped” with a graphics package expressing the featured style.


Burton To Open Chicago Flagship

Burton Snowboards is opening a flagship store in the Gold Coast shopping district of Chicago. The Burton store will feature Burton snowboards, boots, outerwear, lifestyle apparel and luggage; ANON sunglasses and goggles; R.E.D. protective gear; Analog clothing and Gravis shoes. At 8,000 sq. ft., the Burton store will showcase a wide selection of products in a multi-floor, townhouse-style building including an entire floor dedicated to women.

“There are a lot of opportunities to grow the sport in this part of the country, and the new Chicago store is one of the ways we can show more people what snowboarding is all about,” said Laurent Potdevin, Burton’s CEO. “The spacious Chicago store will tell the story of snowboarding in a way that draws in new and lifelong riders alike.”


Seagate Recovery Services And Staples Make It Easy To Recover Lost Data

Seagate Recovery Services and STAPLES Business Depot in Toronto are offering the new Easy Tech service, which reduces business and consumer risk of permanent data loss by putting Seagate’s advanced in-lab recovery technology to work for STAPLES customers.

Paul Steele, V.P., Sales & Marketing for Seagate Recovery Services, said, “Staples’ strong presence among business clients enables us to effectively generate awareness of our services across the country.”

“The STAPLES Easy Tech Force will be able to conduct data and flash camera card recovery service assessments and provide price quotations on all brands of hard drives and digital media,” said Paul Stire, Technical Services Manager for STAPLES Business Depot. “Plus, the customer is provided with on-line tracking information to track their case’s progress. If no data is recovered then there is no charge to the customer.”


Sony Rolls Out Backstage To Sony Style

Sony Electronics is rolling out Backstage, a VAIO PC support service to its Sony Style retail stores. From computer usage advice to hands-on technical support and service, Backstage offers a convenient in-store resource staffed by specifically trained and dedicated service consultants.

Scott Strother, Sony Style, V.P., said, “This service will simplify computer buying and maintenance through one-on-one assistance from VAIO product experts.” The service includes complimentary product consultations and personal tutorials, as well as expert advice to help people find the VAIO PC that best suits their needs. Backstage representatives are also able to assist with troubleshooting hardware, and repairing or replacing components and products.


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