Saturday, December 7, 2013

Cross-training for Fun and Fitness

Tired of the same old workout? Looking for a level of fitness that your current exercise routine can’t offer? Are you experiencing nagging injuries that just don’t seem to heal? If you answered yes to any of these questions, you are a likely candidate for cross-training.

Cross-training is simply a way of adding variety to your exercise program. You can vary your aerobic routine and incorporate some muscular strength and flexibility training as well.

And if you think cross-training is new, think again. Athletes have been cross-training since the days of the Olympic decathlons and pentathlons of ancient Greece. The past decade has seen the popularity of the triathlon reach international proportions, introducing the concept of cross-training to even the most recreational athletes.

The benefits of cross-training are numerous. It reduces the risk of injury because the same muscles, bones and joints are not continuously subjected to the stresses of the same activity.

Cross-training also adds variety to your workouts, making your routine more interesting and easier to stick with. For the athlete, it provides a break from the rigors and stresses of single-sport training. Cross-training will improve your overall fitness and, over an extended period of time, may ultimately lead to improved performance.

Whether you are new to exercise or a competitive athlete, the essentials of cross-training are the same. You can choose to vary your routine from workout to workout, or simply add a new component to your existing exercise program.

One of the easiest ways to start cross-training is to alternate between activities—walking one day and swimming or bicycling the next. Or, you can alternate these activities within a single workout, spending five minutes on a treadmill, five minutes on a stationary cycle, and so on for a total of 30 minutes.

More experienced exercisers might begin an hour-long workout with a 15-minute jog to a nearby pool. After a 20-minute swim and perhaps a few minutes of calisthenics, they can finish off their workout with a 15-minute jog back home and several minutes of flexibility exercises.

If you’re looking to increase your endurance level, try alternating low-level aerobic activities, such as 20 minutes of stationary cycling, with 10 minutes of higher-intensity exercise, such as stair-stepping or jumping rope. Gradually increase the amount of time you spend on the more intense activity.

These formulas can be used with just about any type of activity—as long as you enjoy it. Combining a group of aerobic activities into one workout at steady or varying intensities is an excellent way to fight the boredom that comes from performing the same daily workout routine.

All exercise sessions, whether they involve cross-training or not, should begin and end with low-level aerobic exercise and stretching to effectively warm up and cool down. And remember, it’s always a good idea to check with your doctor before beginning a new exercise program.

Cross Training Improves Fitness and Reduces Injury: www.sportsmedicine.about.com/od/tipsandtricks/a/Cross_Training.htm
Mayo Clinic—Cross-training: Rev up Your Exercise Program With Variety: www.mayoclinic.com/health/cross-training/SM00112
American Academy of Orthopedic Surgery—Cross Training: www.orthoinfo.aaos.org/topic.cfm?topic=A00339


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Sunday, December 1, 2013

H&M bridges social media and mobile with location-based campaign

By Lauren Johnson

August 22, 2012


Instagram photos for the H&M event


H&M is putting mobile advertising at the forefront of a social media-fueled campaign that ultimately aims to drive in-store traffic.


The campaign is being used in New York, San Francisco and Los Angeles and runs through Aug. 31. The mobile ads are running inside the Associated Press mobile site.


?It?s about knowing where customers are located in relation to the store, and timing messages and offers to them based on proximity to a store?s location,? said Rip Gerber, CEO of Locaid Technologies, San Francisco.



?The strategy is all about connecting the physical world with the digital world ? the bricks with the clicks, if you will,? he said. ?After physical store locations and Web, mobile is the most important sales channel for retailers right now.?


?Retailers have had huge successes in sweepstakes, and scavenger hunts add an element of location and search to sweepstakes. Sweepstakes are now being utilized in social media quite aggressively, and so long as the goal is not a pure product sales push, scavenger hunts in particular are fun and engaging.?


The H&M banner ads


Mr. Gerber is not affiliated with H&M. He commented based on his expertise on the subject.


H&M did not respond to press inquiries.


Snap to win
H&M is using social media and mobile as part of a multichannel rollout of a new ad campaign with David Beckham.


Statues of David Beckham have been placed around New York, Los Angeles and San Francisco. Consumers who snap a picture of the statue using the Instagram mobile application with the hashtag #HMBeckham are entered to win a $1,000 H&M gift card?and other prizes.


The mobile ads direct to a mobile microsite for the campaign that lets users view where the statues are on a map in their city as well as browse through pictures that are tagged from Instagram. Users can ?Like,? tweet or pin the images directly from the site as well.



Users can find statues through maps


Besides Instagram, users can also follow H&M?s Twitter page or sign up for the brand?s email newsletter for a chance at winning.


Promoting a social-media heavy campaign with mobile advertising is a smart move for H&M because it lets users automatically take an action.


Additionally, mobile traffic to social media sites continues to surge. Facebook recently reported that it had 543 million mobile monthly users by the end of June (see story).



The mobile site pulls in Instagram


Mobile past
H&M is no stranger to running similar mobile ads around time-specific promotions.


Most recently, the retailer used mobile ads inside the Pandora iPhone app to boost in-store sales around new products (see story).


In 2010, H&M worked with GoldRun on a location-based initiative that used augmented reality?to let users virtually try on products from store windows in exchange for?a 10 percent discount that could be redeemed?in-store (see story).


The company does not have a commerce-enabled mobile site, making driving foot traffic the primary goal behind all of H&M?s initiatives.


By encouraging users to find the statues in their cities, some of which are placed inside stores in New York, H&M is able to build hype around a campaign that ultimately gets consumers to shop.


??In the next phase, you?ll see a tighter integration between the social, mobile and location elements of a brand to provide a more enriching experience for the consumer,??Mr. Gerber said.


?This will happen through experimentation and building out integrated programs on a block-by-block strategy, versus a sweeping change to how retailers allocate their marketing budgets," he said. "You?ll also see measurement done along the way to measure campaign ROI and effectiveness.?


Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York

Lauren Johnson is associate reporter on Mobile Marketer. Reach her at lauren@mobilemarketer.com.


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Saturday, November 30, 2013

DSW showcases mobile site in new advertising effort - Mobile Commerce Daily

By Staff reports

September 19, 2012


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DSW showcases mobile site in new advertising effort
DSW is relying on a mobile advertising campaign to encourage new and existing customers to browse and ultimately shop its mobile commerce-enabled site.
Please click here to read the entire story on Mobile Commerce Daily


E*Trade introduces mobile banking app for Windows Phone
Financial institution E*Trade is letting consumers access their accounts, as well as trade stocks on Windows Phone devices.
Please click here to read the entire story on Mobile Commerce Daily



Webinar on Sept. 20: Behind the Geofences: Research insights from Kiehl?s and other location-based mobile marketing campaigns
Register for this free webinar Sept. 20 at 2?3 p.m. ET on the future of location-based marketing. Hear experts from skincare retailer Kiehl's, Primary Impact and Placecast.
Please click here to read the entire story on Mobile Commerce Daily


ShopWiki?s mobile clicks jump 24pc following responsive design revamp
Shopping search engine ShopWiki saw a jump in mobile user click-through rates and weekend traffic from mobile devices following the redesign of its Web site using responsive design earlier this year.
Please click here to read the entire story on Mobile Commerce Daily


HotelTonight personalizes recommendations to drive bookings
Hotel booking application HotelTonight has made a series of updates, including recommendations and a new design that are aimed at a more intuitive and personalized booking experience.
Please click here to read the entire story on Mobile Commerce Daily


Balenciaga pushes mcommerce via mobile-optimized site ? Luxury Daily
Luxury Daily today - Balenciaga pushes mcommerce via mobile-optimized site; 3 C?s bolster video ad effectiveness: research.
Please click here to read the entire story on Mobile Commerce Daily


Become a Very Important App with iPhone 5?s new fifth row
By being selected as one of the VIAs, a consumer has identified your app as crossing over the velvet rope, making it consciously or subconsciously part of their daily lives.
Please click here to read the entire story on Mobile Commerce Daily


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Analyzing Pandora’s multichannel mobile strategy

By Rimma Kats

August 2, 2012

Pandora

Jewelry retailer Pandora has been steadily making mobile a bigger part of its marketing strategy to not only drive sales, but increase brand awareness.


The company has used mobile during key holiday seasons such as Mother?s Day and big events including the Superbowl to engage new and existing customers with its products. Additionally, Pandora has a mobile application and has dipped its toes in mobile advertising, as well as QR codes.


?We?re evaluating all sorts of different vehicles constantly,? said Angel Ilagan, vice president of marketing at Pandora North America.



?Mobile works, especially well when we talk about our major holiday campaigns,? he said. ?As we understand how the consumer utilizes a mobile device, we?re able to apply our advertising accordingly to make it fit to the environment.


?There?s also a lot more engagement happening on mobile.?


Mobile campaigns
Earlier this year, Pandora ran a mobile Valentine?s Day campaign that aimed to engage male gift givers.


The company partnered with Millennial Media and agency GKV on the mobile initiative, which targeted males during Super Bowl Sunday.


The campaign drove more than 17-times the number of clicks as the average for the previous 16 days.


Via the campaign, Pandora ran mobile ads on mobile sites and apps that would likely reach men while they were browsing between plays.


The campaign ran every Sunday in January leading up to the big game.


Instead of going the traditional route and spending a lot each month on a 30-second spot, Pandora decided that mobile was the next big step in reaching its target demographic.


Additionally, the jewelry retailer ran another campaign with Millennial and GKV for Mother?s Day.


The mobile campaign ran three weeks prior to the holiday and targeted both men and women.


The demographic for the Mother?s Day campaign was men ages 35-49 and women ages 25-49 with an annual household income of more than $50,000.


Through the mobile ads, consumers were encouraged to design their own bracelets.?


Inevitably, the intiative aimed to bolster Pandora?s sales during Mother?s Day.


According to Mr. Ilagan, the campaign delivered upon the company?s expectations and drove consumers to the Pandora Gift Advisor.


In addition to using mobile advertising, Pandora also has a mobile app where consumers can browse the entire Pandora catalog, stay up-to-day on the latest pieces in the collections, as well as share their favorite items with friends and family through Facebook and email.


Through the app, customers can also narrow down their search. For example, users can browse for items based on their budget, the type of jewelry they are looking for, the material it is made out of and the colors they prefer.


Pandora has also placed QR codes on its static print campaigns to drive brand awareness.


?QR codes help our consumers and our retailers,? Mr. Ilagan said.


Multichannel aspects
Having a multichannel approach is critical for both marketers and retailers.


Having a mobile application does not mean a marketers has a complete mobile strategy.


It is important for companies to incorporate different mobile mediums to reach as many consumers as possible.


?Pandora is a great example of a stellar jewelry brand that knows their buying season, audience and consumer behavior," said Marcus Startzel, general manager at?Millennial Media, Baltimore, MD.


"Back in January, when they advertised during the Super Bowl on mobile, they knew they would get to their targeted male audience while these avid sports fans were buried in their mobile device, versus the TV," he said.??


?GKV was a great agency partner in all of our Pandora mobile ad campaigns."


Final Take
Rimma Kats is associate editor on Mobile Marketer, New York

Associate Editor Rimma Kats covers media, television, research and social networks. Reach her at rimma@mobilemarketer.com. Follow her on Twitter: @RimmaKats.


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Vera Bradley taps mobile to empower volunteers for breast cancer fundraiser

By Chantal Tode

July 24, 2013

Vera Bradley

Vera Bradley leverages mobile for events


Handbag and accessory brand Vera Bradley tapped mobile to help empower volunteers at an annual fundraising event for the company?s breast cancer foundation.


The Vera Bradley Foundation for Breast Cancer developed a custom mobile event application to improve communications and eliminate paper waste for the organizaton?s 20th Annual Vera Bradley Golf and Tennis Tournament fundraiser. The app saw a 50 percent adoption rate among event organizers and volunteers, with the app being used 3,000 times over the course of the three-day event.


?It makes sense for Vera Bradley to leverage mobile applications for their fundraising events via the Sojourner Mobile Volunteer App because they have over 300 volunteers and sometimes more that help with their events,? said Jeanette Mojares, director of marketing at Sita Corp., Somerset, NJ.

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?Their volunteers are spread out during the event,? she said. ?Everyone has a smartphone device.


?It was an easy way to collaborate the tasks, communicate information and provide last-minute changes to the schedule. It saved them on paper costs, time and enabled communication in real-time.?


The Vera Bradley Foundation raises money to fight breast cancer and manages the largest women?s amateur golf and tennis charity in the nation.


Easier communication
Vera Bradley worked with Sojourner Mobile Communications, a division of Sita Corp., to develop the mobile event app during a three-day development and deployment period.


This year?s event included a Go Green initiative, with the mobile app helping the organization reach it goals of replacing a dozen event organization binders. The app also saved 3,000 pages of paper over the course of the event.



The app?helped volunteers keep the event running smoothly?


The app made it easier for event organizers and volunteers to communicate and coordinate activities, freeing them up to focus on raising funds and awareness in the fight against breast cancer.


The customized app was used 1,400 times on the first day of the event.


Mobile events
Like many fashion and accessory brands, Vera Bradley has been building its mobile repertoire over the past couple of years.


For example, the company offers the Vera Bradley iCatalog for iPad app, providing a feature-rich way to shop its catalogs.


Last year, it also brought out a Welcome Back app for fall 2012 that featured the latest back-to-school fashions.


All types of brands are also leveraging mobile to enhance events they are organizing or sponsoring.


Online insurance firm Esurance recently made it easy for attendees at the Bite of Seattle festival to share their favorite foods for a chance to win a prize via Twitter (see story).


Additionally, surfing apparel manufacturer and retailer Rip Curl drove a 23 percent increase in app opens for its surfing events app by incorporating rich media push notifications (see story).


"More and more brands are embracing mobile for their events,? Ms. Mojares said. ?All major brands have at least one mobile app to promoting their brand.?


Final Take
Chantal Tode is associate editor on Mobile Marketer, New York

Associate Editor Chantal Tode covers advertising, messaging, legal/privacy and database/CRM. Reach her at chantal@mobilemarketer.com.


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Vibram mobile ad succeeds in driving viewers to online store

By Chantal Tode

August 20, 2012


Tapping the screen makes the shoes run


Vibram FiveFingers ran a HTML5-based rich media mobile ad that not only drove brand awareness, but also resulted in a 1.3 percent click-through rate on iPad devices.


The ad unit leveraged touch screen technology to reflect the brand?s unique product line by enabling users to tap a virtual pair of Vibram shoes appearing on the screen to make them run. The unit showcased the versatility of the shoes by enabling users to make the shoes run across a variety of surfaces, including grass, a dirt trail, a road and coals.


?Gamification and utility are two features known to increase mobile consumer engagement,? said Paran Johar, chief marketing officer at Jumptap, Cambridge, MA.



?Using your fingers to ?run? in the shoes across various terrains added a game-like quality to the ad, and the addition of a store locator and links to mobile purchasing offered the utility feature necessary to make target consumers? lives easier,? he said.


?The key s to creating a successful rich media campaign on mobile are visually appealing creative, engaging content and audience targeting to increase the relevancy of the rich media ad.?


Vibram collaborated with Amp Agency, Nail Agency and Jumptap on the effort.


Barefinger running
Vibram FiveFingers running shoes are glove-styled shoes designed to allow the foot to move naturally so the body operates as if it is barefoot while the shoe protects the foot with a rubber sole.


The ad unit begins as a banner on which appears the copy ?Barefinger Running?? and ?Tap Here to Try It? along with the Vibram logo. Users who click on the ad to expand it are instructed to ?Tap Two to Fingers to Run? and see pair of Vibram shoes that, when tapped, begin to move across the various terrains.


 


The ad unit created?for the mobile campaign included a link to a store locator landing page where users could enter their ZIP code to find the nearest store.


Additionally, users could view separate men?s and women?s shopping pages where they could see product images and place an order.


Jumptap and Nail Agency created the interactive experience with a HTML rich media ad unit.


The app appeared widely in relevant mobile sites with a goal of reaching active, health conscious and tech-savvy consumers.


Rich media, rich results
In reflection of how a rich media, interactive can drive awareness and engagement for brands, viewers of the Vibram mobile?ad?expanded the ad at a rate nearly double the network average and delivered?seven million targeted ad impressions.


The ads drove roughly three out of every five viewers who engaged with the ad to the Vibram online store.


The campaign is the latest example of how shoe brands are embracing mobile.


Nike recently introduced an iPhone application that helps golfers improve their game and uses photos, social media and location (see story?).


Last year, adidas ran a video-centric ad campaign across online, mobile and tablet devices to drive awareness and engagement (see story).


?The 1.41 percent ad expansion and nearly 60 percent engagement rates speak for themselves ??this was a homerun both for Vibram and consumers,? said Brittany Schermerhorn, associate media director at Amp Agency, Boston.


Final Take
Chantal Tode is associate editor on Mobile Marketer, New York

Associate Editor Chantal Tode covers advertising, messaging, legal/privacy and database/CRM. Reach her at chantal@mobilemarketer.com.


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