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If you’re a nail polish hoarder and fanatic like I am, you would have heard of the Justin Bieber Nicole by OPI Collection that came out a few months back.

The “One Less Lonely Girl” Collection

(Left to right) Not a Gold Bigger, I’ve Got Bieber Fever, Make U Smile, Red-y to Runaway Love, I’m a Belieber, One Time Lime, Prized Possession Purple. “Baby” Blue, My Lifesaver, Step 2 the Beat of my ♥, OMB!, Me + Blue, Give Me the First Dance, One Less Lonely Glitter.

Let me just say right off the bat: GENIUS, GENIUS, GENIUS!

JB’s marketing team did a fantastic job. The co-branding with OPI is great and the team is very focused on their target market of JB’s #1 fan base of pre-teens.
There are several really great techniques about this collection:
– over half of of the polish bottles are names from the tracks off Justin Bieber’s latest album, “My World”

01. One Time
02. Favorite Girl
03. Down To Earth
04. Bigger
05. One Less Lonely Girl
06. First Dance (feat. Usher)
07. Love Me
08. One Less Lonely Girl
09. One time

1. Baby
2. Somebody To Love
3. Stuck In The Moment
4. U Smile
5. Runaway Love
6. Never Let You Go
7. Overboard
8. Eenie Meenie
9. Up
10. That Should Be Me

– it has his face on the packaging

– and the nail polish is a perfect product for his fan base which are mainly girls in elementary or high school

I know a lot of customers who come in to my work and gasp at the existence of the JB OPI collection. Most of the older women don’t even take a second look at the polishes after knowing that it is associated with JB ( 🙁 i like him ), but I see young girls squeal in excitement and always ask me if there are any available for purchase. This brings me to my last main point:

– the product was almost tailored to the preteen segment because most of the colors are with sparkles and brighter tones, and some specifically for layering on top of a base color. From my experience working at a beauty bar, these are the exact colors these younger girls go for (and they love to layer), whereas the older women prefer natural, single colors!

I’m a fan 🙂

Dayeon Yoo’s blog post about “iPad 2 and Asian Gangs”  and what people in Hong Kong were willing to pay (~$2000) to get their hands on an iPad 2 before it gets released in the area was particularly interesting to me because my brother, who works in Shanghai, had messaged me only a week back to tell me to buy some iPads and bring them to him when I visit this summer! He says people in Shanghai are going crazy for the iPads, and willing to pay lots and lots of money for it. Prior to the marketing course, I had never really thought that price was based on value– As most people, I saw price as the seller’s cost and a certain mark up.

Anyway, all of this made me think of a campaign that had been going around on Twitter a few weeks back that Eva Longoria had been tweeting about all the time. It was the TwitChange 3.0: ‘An online auction in which fans bid on the chance to be followed, mentioned or retweeted on Twitter by their favorite celebrities for charity. Proceeds from the 2011 International Women’s Day Charity Auction will benefit CARE.”

It is for a cause, but the bids that people from all over the world make on these auctions are based on value. The people that are truly looking to donate would have donated directly. In this case, people are bidding for a mention, follow for 90 days, or a re-tweet by a celebrity (such as Khloe Kardashian, Ken Paves, Kim Kardashian.. and so on). The auction has ended so I can’t access the actual final winning bid amounts, but I remember going on eBay to check it out in the midst of the campaign — and a tweet back from Sophia Bush was going at $3,000+ !

Now that I am more involved in the marketing at work, there are lots of little details that I find simply cannot be neglected..
Last night I stayed up until around 3AM drafting up our new promotional e-mail. I studied everything from our past e-mails including content and compared statistics. We make an important note of not sending any more than 4-6 emails a year such as what we had talked about in class– Nowadays people are very cautious of giving out their emails and sick of spam and “deals.” It was particularly crucial for me to come up with something engaging because MailChimp (an internet marketing channel) will ban the company from sending emails if too many people unsubscribe.

I was amazed to find what a difference the subject of the email makes– Comparing two different emails: one named “December newsletter 2010,” the other named “Free _______ special.” The open rate jumped from 38% to 65%.. that is almost double the numbers! In addition to open rate, MailChimp also keeps track of the click rate (onto whatever you have linked in the email), if any emails have bounced (categorized into: soft and hard), and unopened. Any resemblance of spam, it will get filtered into junk automatically. I had to also make sure it is sent out during work hours on a weekday as a lot of people read their emails at work. If we don’t have right timing, we could lose a lot of potential sales if people don’t have enough time to plan for the promotion period (one day in our case), or they could miss it completely. After writing paragraphs into the email, I realized people filter through their emails so quick they probably won’t even read through the whole email- So I simply added a WHO, WHAT, WHEN at the very top and explained further with fine print down at the bottom. Do you guys think that is helpful or unnecessary? I am still navigating and learning how to catch consumer attention, but MailChimp really does a great job in making it user friendly.

As I am blogging this post right now my open rate has already reached almost 10% with click rate of 2% (which helps with SEO) and I sent it less than half hour ago 🙂 I am excited to see how this turns out! Wish me luck!

Today I just want to talk about a video that has gone viral on Youtube recently.
You can watch it here-

Basically the video is of a UCLA student named Alexandra Wallace discriminating against Asian students. I’m not really up for talking too much of how I feel about the video because I would really rather not waste my time being astonished at how uneducated this girl sounds. I think UCLA’s biggest mistake more than anything was accepting this girl into the university, and not the “hoards of Asians.”

What I actually want to talk about today was the power of internet and social media that I’ve always “known” but had never really seen it happen.. Always hearing about things going “viral” on the internet but never seen the process of it as I had seen this one. Doing some more research into this.. I found some news that the girl’s life has been turned upside down because of this.

It took less than ONE WEEK :

Mar.11th: Alexandra Wallace’s 3-minute video went live on Youtube the same day of the Japan tsunami. She touched on the topic and basically said that the Asian people should go outside and to talk on their phones if they wanted to communicate and check in with family, because it would be annoying to freak out in the library if something did happen. Video is removed almost immediately after receiving threatening comments.. etc.. including calls and messages.        Too late.. video was already reposted.

Mar. 12th: Shared on Facebook, Twitter..etcetcetc.. Trends on Youtube.. = over 3 million hits. Other YouTubers firing responses and many, many re-makes.

Mar.13th: Alexandra’s exam schedule and contact information leaks.

Mar.14th: Alexandra issued a statement apologizing for her video to her school newspaper.

‘Clearly the original video posted by me was inappropriate. I cannot explain what possessed me to approach the subject as I did, and if I could undo it, I would.

‘I’d like to offer my apology to the entire UCLA campus. For those who cannot find it within them to accept my apology, I understand.”

Mar.15th: UCLA’s statement issued.. watch video here

http://www.dailymail.co.uk/news/article-1366132/Alexandra-Wallace-YouTube-racist-Asian-rant-day-Japan-tsunami.html

http://news.gather.com/viewArticle.action?articleId=281474979140839

To end things off on a funny note..:)

Recently I’ve been looking around for a new car, so of course I have been thinking a lot about the different brands on the market and the models that they offer. But even before that, I have always been pretty updated on the topic out of pure interest.

One thing that would come as a surprise to most people is actually my lack of interest in Mercedes. Obviously they offer some really great models, my favorite being S class (it’s like a space shuttle in there…<333), E class (you can’t deny that they look awesome), and their high end sports line such as SLS (of course), etc. HOWEVER, their range of models priced anywhere from mid 20Ks to 120~K (not taking in account their sports models).. is what really killed it for me.

Funny enough, Elaine brought up the topic and had the class tweet about their opinions on Mercedes offering lower range models and whether or not that effects their image– Most people seem to think that it doesn’t actually effect them that much and it is a good way for them to expand the market. .. Although I do agree to some extent.. as in I have to admit they have been successful in introducing these lower range models such as the B and C class.

This Forbe’s article talks about the lower-end Mercedes C230 coupe and it also expresses the same concern: “Finally, an inexpensive Mercedes is an oxymoron, since the three-pointed star is all about prestige. A Mercedes is something people have always felt they had to work for; to “achieve” a Mercedes for a mere $26,000 might undermine the value of the brand.”

Here is the new C-class vs. old

You have to admit.. they have really worked on that model. The thing is.. you can also tell that they’ve shifted the particular model’s target market to the younger crowd. The older C class almost looks like a shrinked, cheap version of the S-class. The new C-class has a whole new look of its own.

It’s the fact that Mercedes is now everywhere on the road that really turns me off. Anyone that is determined to have a Mercedes could go with the C class or B class. In terms of the price and specs of these models, you could be getting a lot more value from models of other brands that wouldn’t cost nearly as much. (Price really is based on perceived value..)

I can see that Mercedes is making an effort to try out a variety, seeing what works for them. In Chloe Tarbet’s blog,  “Mercedes– New Image,” she shows Mercedes’ newest initiative in marketing– “The company has switched gears a bit (pun intended) and is focusing on building their reputability as a leader in car safety and innovation.”

Well.. that’s something new..

Browsing through some really great blogs from classmates, one particular post— “Who Lives In a Pineapple Under the Sea?!”from Mandy’s blog really caught my eye.

The video is the McDonald’s commercial in Japan.

It made me realize that most of, if not all, of McDonald’s commercials are focused on marketing to children. Like Mandy said, McDonald’s is using such technique in hopes that the children will nag and “view as a reward” if their parents take them to McDonald’s. What a genius strategy.. because in the case of McDonald’s, the effects of marketing to adults would have less impact in comparison since it’s no hidden knowledge to any of us just how unhealthy and harmful it can be.

Another point that I would like to explore is the major differences in marketing techniques and strategies depending on the demographics. Although I grew up in Vancouver, my dad still resides in Taiwan because of his business, so I visit every summer. Being someone who watches less than one hour of TV (internet streaming does not count.. hahah), my eyes are constantly glued to the television when I am in Taipei. .

I can stay in the local 7-11 for a whole hour just looking at various products.. where I go to 7-11 in Vancouver less than ten times a year.

No.. it’s not because I have nothing else to do. It’s because they have outstanding marketing and strategies- their displays are eye-catching and mesmerizing..

Stores are bright, floors are tile and spotless..

The 7-11 I have near my house is dim.. messy.. and half the employees don’t speak English.

One big thing– Every 7-11 employee is required to personally greet and welcome every customer that walks in the store

Recently my brother introduced me to a new show named Dragons’ Den. Apparently I am possibly “the last business student on earth that had never heard of the show before.” I highly encourage those of you like me who have never seen the show to check it out! I can’t possibly imagine any business student that won’t love the show, or honestly just anyone who loves new ideas..

One of the groups definitely caught my eye while watching the show the other day. The idea is mind-blowing because it is SO simple and shows just how far marketing can determine the success of a company!

Here is the clip of Frogbox (Vancouver!) on Dragons’ Den:

“You’re the first guy that has come in here that actually is a communication strategist that understands at the heart of everything is the marketing brand side of it. It’s the only thing thats differentiating you.” – says Arlene Dickinson.

And she’s right… I don’t value the idea.. because who hasn’t thought of packing in Superstore green bins while moving? However, I am in awe at how Doug marketed his idea and targets green marketing. Doug knows his idea isn’t exactly a new initiative, so he has been focused on building his brand value from Day 1.

Vancouver firm Frogbox slays Dragon’s Den and adds investors

http://www.vancouversun.com/columnists/Vancouver+firm+Frogbox+slays+Dragon+adds+investors/4181107/story.html

Doug realizes importance of social media and customer excellence in his business so he instructs franchises on how often to post on Twitter, what percentage of dollars should go to social media and how much advertise online, what to say when you deliver boxes and how to follow up with customers.

“We don’t have any patented technology, it’s just the entire system,” he said

BLOG: Frogbox takes on the Dragons

http://www.ventureweb.net/blog/frogbox-takes-dragons

Now, Frogbox is focused on building their e-commerce and managing their growing empire online with help from Venture Web to build a brand new website designed to market and drive customer bookings to help Doug achieve greater heights and prepare for the franchise of their operations throughout North America!

The Apple craze has been phenomenal… and only gets crazier everytime they come out with a new product. Unlike those such as one-hit wonders.. We all know Apple is here to stay.. in a big way.

Perhaps they have had some changes in their marketing strategy because I have never noticed them nor cared for them until recent years. Apple has their marketing done right. Not only right as in Apple has become a trend now, but as in Apple will most definitely become one of those everlasting classics– They’ve established their sustainable competitive advantage, and I don’t see anything stopping them from building that wall even higher anytime soon.

1. Customer Excellence

– All Apple products come with one-year warranty, and you may buy two additional years at a low price.

– The GENIUS BAR!! Any of their customers may go by the Apple store and book in an appointment with one of their Apple genius for product support: hands-on diagnosis or troubleshooting. What a great name!

– Customer satisfaction is ensured: demonstrate correct product use, product guarantee/warranty, and Apple encourages customer feedback by pushing customers to register their product on Apple

2. Operational Excellence

– Apple employees are trained extensively on the products.. They are knowledgeable and skilled

– The Genius and customer service associates help the company build customer loyalty. Apple’s hiring process is extensive and definitely look for Apple-believers. Definitely the reason why I have yet had any bad experiences at the store.

3. Product Excellence

– Apple products are great. What I love even more is that they are constantly trying to improve and innovate them.

– Apple has invested a lot in the brand: iTunes, Genius, the silver/white theme of their store and websites incorporating all high-tech Apple systems

– Very high perceived value.. and such things as the iPhone which are retailed at around $750 CDN.. Apple had people line up all over the world for this phone.

4. Locational Excellence

– Apple has their chic stores stationed all over the world in highly populated locations

– Online at www.apple.ca

…..Overall.. Apple’s marketing has me like this (watch video!!):

The ever so popular Old Spice commercial…

& its female PARODY!

We all know just how popular the Old Spice commercial has been.. But how did they achieve such a success in their ad? How did they influence consumer behaviour?

Still a little confused after Elaine’s lecture on the different types of influences, so would like to dedicate this blog post on analyzing Old Spice’s success

Affective, Cognitive, Behavioural

Old Spice tapped into the affective component because the entire commercial was very pleasing to the eyes and uplifts the viewers mood: there was the good-looking model, beautiful background and props, diamonds, “tickets to the show you’ve been wanting to see,” beer… and so on– All things the general public would agree on as favorites. Overall it was very uplifting for the mood, pleasing to the eyes, and amusing.

There wasn’t so much of a cognitive part of the commercial, other than the information given that it is a body wash. However, I think the overall commercial made up for it because the entire first 30 seconds was intriguing enough to gain interest from consumers– and then he shows the product clearly and holds it in his hand– that it is a body wash and smells very good– and “your man could be just like him.”

The ad did not incorporate much of the behavioral influence in the ad. Only the female parody had some sort of behavioral component where she says “anything is possible when you read page 3 and imagine I am your lady,” whereas the original male version simply says “anything is possible when your man smells like Old Spice.” Just the simple wording of the “read” made is sound more like a command.

I think the significance of Old Spice’s commercial was how intriguing it was to its viewers and tapped into curiosity of just exactly what product it is!