Back in 2015 I examined whether catalogs were paper dinosaurs – Paper Dinosaurs. Maybe someone in the marketing department at L.L. Bean read my post.
Last week, L.L. Bean (for the record a 105-year-old brand) rolled out its “Be an Outsider” campaign utilizing a new website augmented by a digital movement. In addition, this week they will introduce some new TV spots. Their Senior VP of Creative indicated they were shifting from a heritage brand in catalogs to a product company. They will be spending twice as much in back-to-school marketing dollars this year compared to last year. Good move given the National Retail Federation is projecting that back-to-school, back -to-college spending will reach an all-time high of $83.6 billion, up 14.2% from 2016’s $75.8 billion.
Smart marketing L.L. Bean. Will other paper dinosaurs go digital? Save the trees!