Hautelook, a fashion discount site, is launching their first television campaign. They invested in both 15- and 30-second spots that will run on major cable networks. Greg Bettinelli, senior VP of marketing for the Nordstrom-owned site, recognizes that “[having] 30 seconds to convey your story is much more effective…than a display ad.”
Hautelook is the latest in a series of web-based companies turning to non-Internet outlets for greater exposure. Deal sites Groupon and Living Social both bid for Super Bowl Pregame airtime. Krembel, another fashion-sale website, just opened a storefront in Philadelphia.
This follows a growing trend of companies mixing traditional and digital marketing strategies. Brands that combine the two can release engaging content that will reach the widest audience.