Keely Galgano

Strategist at VCU Brandcenter

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1

Barnes & Noble Nook

Client Info:

  • Family of Products: http://www.barnesandnoble.com/u/nook/379003208/
  • Bookstore: http://www.barnesandnoble.com/u/nook-books-frequently-asked-questions-faq/379003486
  • In-depth Comparison: http://www.digitaltrends.com/gadgets/kindle-vs-nook-an-e-reader-face-off/
  • Topsy: http://topsy.com/s/Barnes+and+Noble+Nook?window=a
  • Past Campaigns:

  • Mullen, “What’s Your Nook”
  • http://www.adweek.com/news/advertising-branding/ad-day-nook-139676
  • Mullen, “Share”
  • http://finance.yahoo.com/news/barnes-noble-unveils-ad-campaign-151900967.html
  • Glowlight, “Not that Good in Bed”
  • http://mashable.com/2012/05/03/nook-simple-touch-glowlight-ad/
  • Consumer Info:  
    Trends/Behavior:

  • https://mr.pricegrabber.com/eReader_and_eBook_Trends_Consumer_Behavior_Report.pdf
  • http://www.crowdscience.com/2011/09/affluent-consumers-prefer-ereaders-over-tablets
  • Digital Toolbox Tools: 

  • http://siteanalytics.compete.com/barnesandnoble.com/
  • http://www.quantcast.com/barnesandnoble.com
  • http://www.google.com/trends/explore#q=barnes%20and%20noble%20nook
  • https://www.facebook.com/nook/likes
  • FCB Grid? 

    I described the Nook as a high involvement, mainly thinking purchase, but one that does straddle the line between thinking and feeling. Reading is a very personal, emotion-driven experience for many people, and Barnes & Noble did a good job of (in my opinion) reaching out to those users in their "What's Your Nook" campaign. Hard to compete with Amazon and Apple in the tech-driven tablet market, but to emphasize their products as "one for the pure reader" might be an interesting way to go.. 

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