After nearly 3 months of COMM 465 I thought maybe today would be a good opportunity to write about a topic much closer to me on a personal level. As I imagine most of you are unaware, I am a mechanical engineering student, and this year I became captain of the UBC Supermileage Team. We are an engineering design team dedicated to the design and development of super fuel-efficient single-occupancy vehicles. We’re a 100% student-composed team that competes in an international competition against over 100 schools across North and South America. Our vehicles last year achieved 1400 and 600 mpg. (Shameless plug: Check out www.supermileage.ca!)

Our Urban Concept vehicle took 2nd place last year!

More to the point, earlier this week I found myself crafting a sponsorship proposal to a manufacturer of bicycle hubs, rims, and other components. Our ultra-lightweight vehicle (the 1400 mpg one) uses bicycle hubs for its wheels. They’re incredibly lightweight and at a total vehicle weight of 90lbs, more than strong enough! When I was writing this proposal, I realized that our standard approach wouldn’t work. Typically we appeal to companies for support by pushing the value of training young engineers for the real world, highlighting environmental issues, and promising exposure through our community outreach programs. To this company, however, I realized almost none of these benefits had any appeal. The environmental aspect means little to a manufacturer of competitive cycling products; their industry is eco-friendly by its very nature and their target audience is more worried about performance than responsible community sponsorship. Secondly, the company is European and their closest office is in Colorado! It’s unlikely that their sponsorship would sway any of our members to seek future employment with them.

My approach was to emphasize the student learning through hands-on design problems and our location of Vancouver as a competitive biking hot-spot. We’re frequently featured in local print and televised media, so there’s a good chance many avid cyclists would spot their logo on our vehicles and consider their products. I also hoped that, as engineers themselves, they would see the value in helping students become better engineers through the tackling of real-world technical problems.

So what do you think? Could I have communicated the value of a sponsorship deal more effectively to this manufacturer? In what ways could I have made a more effective proposal?

Internet ads. Popping up at the worst of times, filling up space along the side bars, delaying Youtube videos for an inconvenient five seconds without fail. In fact, without the proper ad-blocking software installed it’s pretty hard to find a website that doesn’t have these ads displayed somewhere.With that in mind, I recently stumbled upon this blog by Oli Gardner regarding the effectiveness of these online ads.

My Facebook sidebar at the moment

Thing is, despite the constant bombardment, I can’t remember an ad I actually liked. The linked blog does an excellent job of explaining why exactly these ads aren’t working, and what can be done to make them more effective. In short, Oli Gardner claims there are two “pillars” of a successful campaign: Attention Ratio, and Message Match. Read the article to understand exactly what he means!

While I agree with a lot of what is said, I can’t help but feel it’s missing out on the biggest barrier to entry for a lot of people. Who actually clicks these things? The whole blog assumes the audience has clicked an ad and focuses on what they should be presented with after. There’s no mention of making an effective banner or sidebar ad. Meanwhile I can’t remember the last time I intentionally clicked a Facebook ad. It’s far too ingrained in me to regard these colourful distractions as potential entry points for viruses and spyware that I simply ignore them completely.

An example of a “good” landing page with little distractions or confusing options as given by Oli Gardner.

I did spend a bit of time looking for data or stats to back me up, but all I could find were articles detailing how well FB ads have been improving year over year…in percentages…so no help there. Truth is I don’t know how many people are reading or clicking on online ads, so the author could be spot on. In the absence of numbers however, my ultimate conclusion is that this article is well-meaning but off base; more benefit would come from making a more effective advert than a more streamlined landing page once the ad has been clicked.

I leave this post in response to my classmate Maggie Lo’s October 8^th blog entitled “Station Square’s Attractiveness”, linked to here.

When searching for a good piece to post a reply to, this one caught my eye for a number of reasons. First of all, purple. Who wouldn’t stop to look for a second with a background like that? The second and primary reason was the applicability of the content: the sudden explosion of high-rise condos all over Greater Vancouver.

One of the larger developments is happening at Station Square in Burnaby near Metrotown. Maggie explains the various ways the developers draw in customers for the new high rises:

• Have mailing lists and pre-sale showrooms with sales agents on hand to build a relationship
• Selling the condo units in phases rather than all at once.
• Advertising a sense of community within the development rather than a collection of homes

I thought it would be worthwhile to point out that each of these tactics match up quite nicely with at least one of the Principles of Consumer Behaviour. The first point fits the commitment principle nicely. By having the customer on a mailing list for easy access and building an in-person relationship through pre-sale events, it makes them more comfortable with the sales environment and more importantly they’ve invested time into the relationship. The second introduces the scarcity principle. These are massive 35-57 story high-rises; there are plenty of homes. By selling them in limited quantities and emphasizing that they are going quickly, it creates an illusion that the customer must buy quickly. The community aspect reminds me of the liking principle. The developer emphasizes that there are people just like the customer also looking in the same area and will be living nearby.

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