Macy's

Consistency with the image of a brand is a vital approach that every company should follow, especially when it comes to online advertising. Macy’s is a store that uses consistent marketing techniques throughout all platforms and can be easily recognized based on the uniform typography and colors used in advertisements. Their social media sites, web site, and commercials all tie together to increase customer familiarity with the Macy’s brand. Macy’s does an exceptional job at projecting their desired image and portraying their marketing message to the public. Macy’s keeps all of their online advertising platforms consistent with uniformed themes. Their signature symbol is the five point red star that can be recognized as their brand because
Their biggest window for advertisement through television and YouTube is during the back to school season. They have initiated yearly competitions that involve teenagers, one of their largest target audiences, to show off their creativity and have a chance to win money for their school. This technique is a win-win circumstance for each party because it offers the chance to win a cash prize for the students and it allows Macy’s the grand opportunity to get their name out there and gain more recognition. During their 2015 back-to-school marketing campaign, Macy’s decided to do an A Cappella challenge where teens could submit their video for a chance to win $25,000. “For the second year in a row, we are hosting our back-to-school marketing activation on YouTube to reach our target audience where they spend their time," said a Macy's spokeswoman (Rodriguez, 2015). A huge event worth mentioning is the Macy’s Thanksgiving Day parade held every year that gives brand recognition nationwide. This annual tradition began in 1924 and its original name was the “Macy’s Christmas Parade” (AMABaltimore.org, 2013). Employees of Macy’s began this tradition as a marketing effort and they used performers and zoo animals as entertainment for