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Jones New York Tries on TV With FLN

Mar 18, 2009  •  Post A Comment

A new show on Fine Living Network has attracted a new marketer to television.
Style expert Lloyd Boston is the star of “Closet Cases,” a fashion makeover series that FLN plans to launch April 23.
Since Mr. Boston has been a style expert for women’s clothing maker Jones New York, the sales team at Scripps Networks Interactive moved quickly to make a connection.
The deal they came up with has Jones New York sponsoring the “Smart Tips” interstitials that will run with “Closet Cases.”
FLN runs “Smart Tips,” one-minute bites of branded infotainment, four times an hour. The “Smart Tips” that run during “Closet Cases” will feature show talent for the first time, namely Mr. Boston. Produced by Scripps Productions, they also will feature clothing items made by Jones New York. The company, which isn’t doing any other television marketing, won’t be running traditional spots on FLN.
Jones New York also will be a sponsor of the FLN Web site, where the “Smart Tips” will be streaming.
The companies are teaming up for a mass mailing of 200,000 co-branded postcards for Jones New York merchandise at Federated department stores as well as a series of fashion clinics conducted by Mr. Boston at Macy’s, Bloomingdale’s and other stores in six markets.
Until now, Jones New York had concentrated on print and online markets.
“We’ve been able to form a really long-standing communication with the readers of the core magazines that we advertise in,” said Amy Rapawy, senior VP for marketing at Jones New York. “With the advent of online and the growth of that, we’ve obviously put a lot of our dollars into that as well. TV we think is great, but it’s more mass, and we prefer those more intimate relationships.”
That attitude changed when Mr. Boston, with whom Jones New York has worked for five years, was tapped by FLN.
“We saw the fantastic show that ‘Closet Cases’ has evolved to be, and it’s a good opportunity for us to dip our toe in the water,” Ms. Rapawy said.
She said the idea behind the show meshed well with Jones New York’s message, which emphasizes “how we can help the customer stretch her wardrobe budget in these crazy economic times by maximizing what she already has in her closet and supplementing by buying a few key pieces to create an endless wardrobe.” That’s precisely what Mr. Boston will be demonstrating in the “Smart Tips” segments.
Ms. Rapawy declined to say how much Jones New York is spending on the program, other than to say it was a “substantial” investment for the brand.
“I think that if you’re smart about your investment and you pick the right partner, you will find that television is more affordable than you think it is,” she said. “Certainly we had to pick and choose our programs for 2009, and we definitely passed over some opportunities to be able to do the broadcast opportunity. But to us, it made sense and it complemented everything else we were doing in the marketing plan for 2009.”
For FLN, “Closet Cases” opens up the fashion category, said Jonathan LaConti, VP of ad sales for the network.
“We’ve done shopping shows,” Mr. LaConti said, “but Lloyd is very talented and has a lot of charisma and is well accomplished in this industry, and so it’s a nice marriage of a category that maybe wasn’t front-and-center on the network before.”
Having a production unit helps Scripps’ network get new clients on the air through the “Smart Tips” vignettes, which, while sponsored, are not out-and-out commercials.
“It’s very natural to the viewer,” Mr. LaConti said. “There’s apparel involved and a tip. It’s part of the solution, but it’s not overt. We’ve got to be careful to protect the integrity of the relationship we have with the viewer, but it’s done in a way that works for Jones New York and their brand.”
In addition to the creative, FLN offers a young upscale audience.
“The Fine Living audience is a great one for us. It’s aspirational. These are women who crave style in every part of their life,” Ms. Rapawy said.
Tracking whether the effort brings sales through department stores is, of course, tricky.
“We’ll measure tangibly and intangibly,” she said. “We’ll look at traffic both to our site and to the ‘Closet Cases’ site on FLN, where we have banners so we’ll see click-through traffic through that. And we’ll see how it goes.”

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