Angel Ho's Blog

Have you ever found yourself browsing through Facebook and by the end of it, having a billion cravings even? Do you ever flip through your friend’s photos of food and all of a sudden your mouth starts to water, even though you weren’t even hungry to begin with? It is amazing the amount of free advertising the food industry is getting from Facebook, and I’m sure that many people would agree with me regarding this subject.  It is becoming a huge trend for people to take photographs of all the different kinds of food they discover when dining out and mobile uploading them via their Blackberries or IPhones. Not only are the pictures on Facebook visually stimulating, Facebook adds another dimension, which is trust. Almost acting like a food review forum, photos of food on Facebook are more credible than advertised food photographs because we know that they were taken without any “photo-shopping” or editing done to enhance it. Moreover, we trust what our friends and family on Facebook have to say about the food they photograph. Therefore we feel more inclined to go out and try different foods we discover on Facebook, that we would not have considered otherwise.  So the next time you leave Facebook feeling hungry, you know exactly why!

The beautiful and legendary Elizabeth Taylor who was thought of as the Marilyn Monroe of her time, was not only well known as a star actress in many big screen roles, but also for her famous line of perfume. It should be noted that Elizabeth Taylor was one of the first female actresses to create and successfully market a line of products under her own brand. She has created a trend in marketing which many of today’s female celebrities have followed, such as Britney Spears with her Curious Perfume line, Elizabeth Arden’s fragrance line and Jennifer Lopez’s Glow perfume line. Due to the fact that Elizabeth Taylor, along with other female celebrities are glorified in magazines, television and the Internet as the most beautiful and attractive women on the Earth, many women often aspire to be like them. For this reason, Taylor and her marketing team has been able to satisfy this desire by creating products which makes its consumers feel beautiful and attractive just like the celebrity behind the brand. There may also be a familiarity factor behind the success of such celebrity brands. Since celebrities often become house-hold names, when we see products with those names on the shelves, we are automatically prone to purchasing those products because we are familiar with the brand. We may also be more likely to perceive value in those brands which our favourite celebrities create.

Elizabeth Taylor rests in peace today, however the brand that she has built will forever remind us of her legacy. It is apparent that although Taylor is no longer around, her perfume lines will still prosper because of her immense fan base and value behind her brand. Long live Elizabeth!

With the recent bankruptcy and shutting down of many movie rental stores like Blockbusters and Rogers, it is quite obvious that the demand for renting movies has declined due to the increasing use of the Internet. Now, Yahoo! Advertising Blog is suggesting that the future of not just movies, but TV is the Internet. I definitely agree with this blog in terms of the direction that our source of entertainment is heading towards. This blog mentions that consumers are already connected, meaning that most people already have internet service readily available in their homes. This reinforces the switch from cable or satellite TV to internet TV because it is compatible with consumer’s traditional ways since the switch is so simple. Internet can still be enjoyed on a big screen TV and also Internet is already available. Secondly, this blog states what most people want from their TV experience. The top things include full-length programs or movies, weather, gaming and music. These all are things which can also be provided through the use of the Internet. On top of that, the Internet has a relative advantage to cable and satellite, which is the ability to allow consumers to watch and then talk about it with their friends. With the emergence of all sorts of social media like blogs, forums and reviews on Youtube and other websites, I am sure that many people will be very enticed with the convenience of watching and then commenting on their shows, all using the same system. Will Internet TV mean the end of service providers like Bell and Shaw? Based on the direction our society is heading, I wouldn’t be surprised.

Blackberry Messenger is a favourite and a key application for most Blackberry owners. Not only can you keep in constant contact with your friends locally, you can chat with people from all around the globe. The Blackberry Messenger application has attracted a huge market share for RIM and has opened the door of opportunities in many ways. Now, this famous application is not only going to be available to Blackberry users, IPhone and Android phone users may also have access to it. Although this will may mean short term profit for RIM, in the long run I think that this is not a very strategic move for the future of Blackberry. Since BBM is a unique feature that no other smartphone possesses, it gives Blackberry a competitive advantage over their competitors. If IPhone and Android phone users can enjoy BBM without owning a Blackberry phone in the future, there will be less of an incentive for consumers to purchase a Blackberry. I, myself own a Blackberry and personally, I feel that BBM played a major part in my decision in choosing Blackberry.  Up until now, when comparing my Blackberry to other smartphones, I’ve always been able to settle in satisfaction because I know that no other phone out there has BBM. Now, I feel a tad cheated due to the fact that BBM will no longer be special and exclusive. I am sure that this news will bring delight to IPhone and Android owners and spread dismay among Blackberry owners.

All week, free small coffees are being given out from McDonalds. This is especially exciting not only because it is midterms season, but also, I will be the first to admit that I’m slowly getting addicted to McDonald’s coffee! Although I’m not even much of a coffee drinker, I feel that the great taste of their coffee coupled with the convenience of the many McDonald restaurants across all of Vancouver, has definitely played a role in suckering me in. Now that I’ve tried their coffee and experienced the convenience, I find myself considering purchasing McDonalds coffee over other alternatives like Tim Hortons or Starbucks.  McDonalds has been able to put itself in the ranks of these specialty coffee companies because they have marketed their coffee product line very well through this promotion which as increased the trialability of their product. However, I’ve noticed a key difference in the giving out of free coffee this time around, namely, only a small coffee is free whereas in previous times, you were allowed to have any size. This is all a part of  McDonald’s tactic to get consumers to warm up to the idea of paying for their coffee, while still reminding of the value they are offering us through the great taste and convenience of their product. It is amazing how a fast food chain like McDonald’s can create so much value in their coffee, that it is able to compete and be considered against the biggest companies of the specialty coffee business.

After reading Jessica’s blog , it amazed me as to how close to home the story and origination of Aritzia hits me. Starting out as a single store in Kerrisdale and blooming into a national-wide known brand and legacy, Aritzia has achieved considerable success with their Canadian market.  The question now is, how will they do in the Big Apple competing against the international fashion gurus of the world? I guess we will just have to wait and see! I definitely agree with Jessica in terms of Aritzia’s segmentation strategies in a geographic sense. With that in mind, Aritzia could have chosen to open its first American store in Seattle, Los Angeles or even Las Vegas . Why New York City? The Big Apple as a potential segment is very attractive for a fashion-forward retailer like Aritzia. Not only are New Yorkers always hungry for the latest and newest styles, have money to spend and appreciate fashion, the city itself, NYC is known to be a leader in the industry, with trends that are influential worldwide. Why else would Aritzia choose the Big Apple? New York city is highly  reachable, as it is an internationally known city and is considerably substantial as the second most populated city of the world with great buying power, in turn, suggesting profitability. NYC is also said to have a significant influence on art, fashion, music and media which are all things Aritzia wants to be associated with to build and solidify their brand. I guess we will be seeing Aritzia bags on the streets of SOHO more often.

Praeventia Cookies, a brand from Leclerc, has raided TV commercial airtime, social media and advertising mediums of all sorts, endorsing a health conscious lifestyle. While promoting all the healthy ingredients that they put into their cookies including orange zest with green tea extract, and dark chocolate chip which is 70% cocoa with red wine extract, Praeventia has definitely made it clear that they are targeting consumers who desire nutritious alternatives for snacks.  Not only does Praeventia suggest choosing their cookies for a healthy lifestyle, they also recommend daily physical activity in order to stay energized and maintain an active way of life. By giving great tips to complement their products, Praeventia is addressing the social trend of an increasingly health conscious society. They also address the social trend of a time-poor society by creating convenience by packaging their cookies into the correct portions for dietary balance, and in boxes which contain enough pouches for one week.

In terms of tackling the social factor of family in the consumer decision process, Praeventia has strategically marketed their products in a way to convince mothers and fathers, who are generally the decision makers and buyers of the family, that by choosing Praeventia Cookies, they are making the best health decision for their children. Praeventia has cleverly created a brand which promotes itself as a not only healthy snack alternative, but also a choice that your children will enjoy, as the commercials suggest. Praeventia in the long run will also be able to capture the children of parents who bought Praeventia cookies for them as children, and so on. The passing down of Praeventia’s perceived value through the generations is another aspect hinted in their commercials. All in all, Praeventia has been able to portray themselves as the best of both in the world of cookies. They are good-tasting and you won’t feel bad after eating them because they are healthy too! So the answer is yes, there is such thing as a healthy cookie.

Do you have the sports station fixed in your car’s radio? Do you find yourself constantly checking your Sports Net App on your IPhone or Blackberry for updates on the standings and player stats? Do you sport the flag on your vehicle windows? If you do, you are not alone. Although many may not know much about the specific game rules we all recognize when a player wearing a Canucks jersey racing down the ice rink and snapping a puck straight through to the back of the net. We can all relate as our hearts melt at the familiar and comforting sound of the siren going off to signify another winning goal. The Vancouver Canucks fan base, significantly larger than most of the NHL, is still growing.

What makes Vancouverites hockey crazed and believing in blue this season? Is it the outstandingly talented twins leading our team? Is it the fact that the Canucks stand as the #1 team in the western conference? Although these reasons may have contributed to their popularity,  from a marketing perspective, the minds behind the Canucks have done an amazing job communicating the value that this sport brings to our community. Everywhere we turn, we see or hear something Canucks related. From TV commercials, radio broadcasts, billboards, team gear to car flags, the team has grown to become a part of the lifestyle of Vancouverites. We are emotionally, mentally and physically attached to the excitement of the game, spirit of the sport, and the pride we possess for our team. Some can even say that we try to embody a part of what the Vancouver Canucks represent. The team represents a young and rising team, much like our blooming city. They are a true Canadian team, building  local charities such as Canucks for Kids Fund and Canuck Place much like the kind hearted and generous people of our city.

Whether it is the love of the sport that draws you to watching the Canucks every evening or the desire to fit in with the whole of the city cheering, we are all believers in blue.

In the last while, BC Salmon farmers across the coast of the province have been facing troubling and unfavourable publicity. Accused of poisoning the wild salmon of the sea and contaminating and harming the ecosystem and the people dependent on it, the BC Salmon Farmer’s have countered these accusations with a number of approaches in attempt to get the truth out and the facts straight.  In the fight to save their reputation and convince the public of their environmentally friendly practises at the Salmon Farms, the BC Farmer’s Association has launched a website full of information and a collection of witty commercials.

By attempting to influence opinions and change feelings’ of the public through these marketing efforts, I believe that the BC Farmer’s Association is ultimately trying to shift our attitudes towards salmon farmers to positive ones. Of the three components of attitude, I feel that BC Farmer’s have done an excellent job of tackling two out of the three. The website makes the information and facts transparent to the public which satisfies the cognitive component of attitude. The set up of the website is constructed very well, with multiple textboxes stating facts followed by videos and testimonials backing up the statements. A blog is also built in on the right side to allow the public to join the discussion. These components of the website put together work really well to make the message, that BC Salmon Farmer’s is trying to convey, very concrete and very believable.

Covering the affective component are the thought provoking commercials which are personally my favourite parts of their campaign. They put a humorous spin on human behaviour by ending each commercial with, “Imagine if we believed everything we heard, the way we do about farmed salmon.” These commercials get the watchers mentally and emotionally involved and thinking about their own experiences. The only missing part left to tackle is the behavioural component. If BC Salmon Famers are able to get the public out and buying farmed salmon again, they will have successfully shifted our attitudes towards salmon farms. Attitudes, a vital part of consumer behaviour proves to be a main focus for many companies out there, including the BC Farmer’s Association.

Browsing through the stores of Robson Street this holiday, I quickly discovered an interesting pattern. All the retailers carrying TOMS shoes were completely sold out! There were no sizes, limited selection of colour, limited styles and just a limited supply! Not only has TOMS created a huge buzz in the fashion world, it has done an amazing job at creating and introducing a new social trend of buying products with a portion of proceeds going towards a charitable cause.

A marketing strategy TOMS has implemented well, is associating itself with high quality merchandise by placing their products on the shelves of trusted stores such as Aritzia, Holt Renfrew, Off the Wall and Stone Ridge. By doing so, consumers have an initial trusting impression of the brand and after further learning about the movement behind the shoes become even more interested in TOMS shoes. In this way, Blake Mycoskie, creator of TOMS is able to do what he had originally set out to do, which is getting his message out and gaining the support of the world.

“With every pair you purchase, TOMS will give a pair of new shoes to a child in need. One for one.” (TOMS official website) Toms has been able to influence customers to buy into the idea of giving. Not only do consumers get an trendy and comfortable shoe out of the purchase, TOMS has created greater value behind their products. The sense of having done a good deed and something charitable is how customers feel walking out of the store carrying a new pair of TOMS shoes, unlike most shoe shopping experiences people may have nowadays after spending hundreds on brands like Lacoste, UGGs and Hunters. TOMS has differentiated itself from other shoe brands by tapping into a consumer psychological “want” that is rarely focused on, which has proven by TOMS to be extremely powerful. That is, the desire to make this world a better place and contribute in a little way to those less fortunate. TOMS has created this opportunity for consumers to give through their “One for One” program. Not only is this company a success story, TOMS has put giving back into the hearts of society.