Forty Seven Brand Winter Classic Ad


This is a tasteful brand ad I did for the Winter Classic program.  A guy in the office found the TV on the street in Somerville and had it in his car for months.  We finally found a use for it in this shot.  I art directed this piece and I like how elegant yet masculine it looks. Simple and clear.


Drum Major

drumMajor_postblueI didn’t achieve the painterly strokes in this illustration as much as I desired. It still looks nice  though. It’s going to flank a spread in the Fall 2010 catalog.

Players and Coach

footballguys_apparelI just finished a Photoshop painting for work. I like some of the more painterly areas in the lower left. I tried to get a sense of movement or hustle with the play of light on the jerseys.

iPhone apps don’t resonate with women shoppers as much as expected, says marketing firm

Possible revisions to Tupperware smartphone apps needed. See article:

Market Intelligence From:

Dozens of fashion brands and retailers are jumping on the iPhone’s application technology to engage consumers, but is the strategy working? A new survey from Mobile marketing shop Brand in Hand suggests not as well as one might think.

In trials conducted by the firm of more than 60 mobile campaigns run over the past two years, results showed that female iPhone users between the ages of 19 to 49 years of age were less engaged with mobile web advertising than women who use phones with conventional features, reported Ad Age.

Users of conventional cellphones actually averaged a higher post-click to page views at 3 to 3.5 more than iPhone users, who average 1.3 post-click page views.

Brand in Hand’s co-founder and managing partner, John Hadl, said the reason why is that women are task-oriented and using their smartphones to accomplish things, not interact with brands. “When she is in an app doing a task, she is less likely to stop what she is doing and do something else,” Hadl told Ad Age.

He also said the iPhone just lacks the scale and accessibility worldwide that brands need to reach more women. “One of the challenges [in mobile advertising] is to build mobile sites that cater to all handsets, which can limit you creatively,” Mr. Hadl said. “Do I want to reach 4 million moms or 20 million moms?”

“I can’t reach men and women in those countries with a smartphone. It’s not going to happen,” Mr. Hadl said. Though he said iPhones have done well in male-targeted campaigns his agency has run, “marketers can’t just assume that smartphones are predominant, and therefore always the best investment for reaching all active mobile audiences.”

Nielsen Media reports that about 18% of women age 18-49 have a smartphone today, or roughly 3% of the total cellphone-carrying population. According to M: Metrics, about 721,000 moms aged 25 to 44 own an iPhone.

“God bless you for making something that will take three to four years from now to take hold, but right now, I’m looking for something that will drive sales in the next six to 10 months,” Mr. Hadl said.

Market Intelligence From:

’47 Brand and social media

websale’47 Brand is considering taking the dip into the social media landscape to market its goods online. My bosses have asked me to come to the table with my recommendations on what we should do.

The following thoughts and proposals are directed towards an audience who knows very little about the goings on of brands and social media in general.

This is sort of like me as a consultant giving a business pitch. Or me acting as our digital media Account Planner.

The first post is business operations recommendations on getting the actual ecommerce website up to snuff enough to market to a nationwide audience.

As of now, the product that is the experience of actually shopping the ’47 ecommerce store is not good enough to push onto strangers in the 2.0 world.

’47 Ecommerce Recommendations

Who is our customer?

A small segment of tastemakers and people who get what we do. Young, hip, social media users, blogging, connected influencers. Those who play the fashion game and have high taste. People who like to shop.  People with disposable income.  Sneaker freaks, fashion geeks. College/High School kids.

Why not everybody? Why leave some out?

Not everybody is interested in buying licensed apparel online. Hell, some of our customers are impulse souvenir shoppers and that’s all they’ll ever be. Some are too old to consider making a purchase online. Some would only wear their team, and that’s it. Some don’t even have the web capabilities to actually shop such a forward thinking site. Not everybody has flash.

What is our message?

We’re an online destination for forward thinking fashion customers who are interested in quality sports licensed stuff. We are out to be the best; not the biggest. Note: If we have a generic (one size fits all) message and implementation, we are not special or cool and we are not worth passing along to your friends.

What do they want to hear?

You have just stumbled upon an awesome site. “This is special. I am special. This is not for everybody. This is cool. This place has got some awesome product. These prices are reasonable. This goes with my new sneakers.  This is a sweet old logo. This is how to buy and wear licensed gear fashionably.”

Why should they care?

Because it solves a problem for them. “How do I know what the best licensed apparel brand is? What’s cool?”  “How to be fashionable while supporting your team and wearing licensed looks.”

What will motivate them to make a purchase? Them to become a repeat visitor? Them to be a repeat purchaser?

A lot has to be in place. Awesome product, and a quality shopping experience with quality follow-up and support if there’s a problem.

What is “quality” online? How can you tell?

“Quality” is the absence of non-quality signifiers. Think about that.

What is a “non-quality signifier” online?

Poor design, unclear site navigation, crappy pictures, crumby presentation and delivery of goods, a shitty or difficult to use return policy, paying unfair shipping, paying too much in general. Anything that could possibly warrant buyers remorse. We have the great majority of this covered. We need to take it all the way.

What’s it going to take to capitalize on these opportunities? What’s the right move?

Ecomm is a much different world than retail. Shoppers are going to do a bit of research before they pull the trigger. They’re going to see if the same stuff is available elsewhere online and if it’s cheaper. People who purchase online always do this. It’d dumb not too.  Example:

They’re also going to check and see how much it costs to ship. Good companies encourage you to go for free shipping by prodding you to purchase more (Amazon). We can send out a nibble and give free shipping if you spend enough too, but c’mon, be a GREAT company and just eat the cost on the shipping. It’ll be worth it when they’re a repeat customer who tells everybody and their brother where they got the threads and how cool it was that they didn’t hose you on shipping.  We whole-heartedly believe this.

This is the internet. This is not Red Sox nation visiting the Mecca of sports stores. There are no waves of extasy surging through your body after a walk-off homerun win at Fenway Park. You are calm and collected and you’re going to make sure you get a good value for your damn hard earned money.  You may not even be a real big fan of the team your buying at the moment- it just looks cool and you want it. Don’t give them a reason to turn you down. Be fair. Nobody ever went broke kissing the ass of their core customer.

What about returns?

We emulate customer service policies regarding returns. Or get close. We’re shortening the supply chain. We should pass along some of the savings or have stellar service. We can afford it. This is crucial to our “buzz worthyness.”

What will need to make it a success?

First and foremost,  Product offerings:

The ecommerce store won’t be worth visiting, shopping, and forwarding around to your friends unless there are many, many more skews.  Every team from every league represented with at least a franchise and scrum tee.  Also, we need to have a product fulfillment plan. Whether we tack on 12 pcs. of selected styles we are already placing with the factory for our use at ecom, or we pull from overages of great stuff that comes through the office, we need to have a plan in place to ensure we keep the ecom site fresh and worth looking at every week.  This needs to be part of somebody’s job description. This person needs to have their finger on the pulse of  market trends, (IE. Craig, Tom, Sean, Bob) and be responsible for making the product have high profile pull

Bottom line is before we market the site, it needs to be a kickass product on it’s own.  Make sure the marketing ideas we have for it are worth pursuing. Make it great.

It’s going to take a lot of time and energy to do it right and we will need to directly allocate resources to it.

Overall, if done well, the site will rock. We’re almost there. Lets keep pushing.

Photography needs. Product needs. Marketing needs. Shipping needs.

For the site to be a weekly destination for fans of our brand and not just fans of their team, we need it to be exciting. Worth looking into. Worth spotlighting on your blog for a day. CURRENT. For this to happen, we need to break down the time it takes for us to see a trend happening, make product, get it here, photograph it, and then put it up on the site. To hit these goals of reacting fast to an opportunity, we need to have people in place who are accountable for that task.


Ecomm Buying: Taking stock positions on large market nationwide teams, knowing what comes through the warehouse and what pieces to skim off the top.

Ecomm Logistics: Somebody who holds others accountable for what comes in and out.

Ecomm Marketing: Somebody responsible for garnering the traffic to make online sales thru:  email campaigns (permission marketing), facebook, twitter, blogging, banner ads.

Ecomm Photography: Someone to handle the large production load of making all the product look like it’s worth what we charge.  I HAVE IDEAS FOR THIS – web tool that makes screen printed T-shirts, Photography Interns.- utilizing the production dept. for more than CAD production. 

’47 Facebook Strategy

FacebookFacebook is teaming with an absolute ton of people in our core demographic talking about themselves and others in great detail.  They share information, interests, opinion, pictures, everything. It’s important for marketers because they can effectively target a message or a series of messages, or even a conversation that starts a relationship that builds trust and thus the very strong prospect of a sale. By being part of that community and a genuine non-threatening person who is cool and in touch with what our demographic is into, we can develop a “friendbase” who want to hear marketing messages from us. All in all, social media is like the world’s biggest party; only no drinking.

The rules of the party apply:

Start conversations on mutual interests.

Ask thoughtful questions that show you understand and genuinely care.

Listen (read) twice as much as you speak.

Offer advice or a helping hand (Actual content.) Solve a problem for them.  Make them want to be your friend and maybe you can earn the right to send them marketing messages.  You just can’t come out of the gate with a “wanna make out?”

You’ve got to plant the seed, nourish the relationship, then ask for the sale… And after they take you up on your offer and make a purchase, it’s still not over- you call them back. So you can do it again later and maybe they’ll tell a friend.

Roster is doing a pretty good job with facebook out of the gate. Check their page out.

They have an active page with pics and relevant comments and friends already.

But their grassroots friends look a bit like Astroturf to me: I think they require their employees to participate and post… just my opinion.

Things to do:

1.     Friending prospects

2.     Friending people who influence us + trading partners

3.     Friending our competitors

4.     tagging pics of product

5.     publishing content i.e. style guide –like gq or esquire with a sporty twist

6.     quizzes

7.     interactive look book

8.     making virtual products and gifting them to prospects

9.     accruing the email list