Cheryl Chan's Blog

If you’ve read my profile, you probably didn’t see cars in there as one of my interests. Nevertheless, I still somehow showed up at the Vancouver International Auto Show yesterday night at the Vancouver Convention Centre. I have to say, I wasn’t too fond of the idea of spending my night looking at cars,however, I surprisingly did end up having a lot of fun. But while I was there (nerdy enough to say), I couldn’t forget about marketing and knew I was going to end up writing a blog about this.

As we entered the car show area, I was overwhelmed by the bright lights and shiny cars, the people and all the excitement that was on everyone’s faces. As we approached some cars, direct salesmen/showmen were offering us assistance and information. While the salesmen and my boyfriend were having an intense conversation about this car we were looking at, the salesmen would constantly grab my attention as well and keep me interested. Although I had no idea what they were talking about (which is probably the case for a lot of women there that night), I knew exactly why he was trying to grab my attention. He knew that during a buying process, the women has a highly influential power in the final decision. So even though I didn’t understand a lot of those car terms, he made sure he kept full eye contact with me throughout the conversation!

Then as we kept going, we saw many interactive simulations that were fun for all ages.

Many of these were there to attract the children of the family because then again, they have extremely high influence in the buying decision as well.

There were many contests and promotional stalls set up there that night. Many of which had to do with sports events, gas, and other typical goodies that were directed to the massive male market at these auto shows. One sales promotion in particular caught my attention at the very end of my visit as I was going on the escalator to exit the show. And this was…

Dove’s Men+ Care! Funny thing is, as we were getting this sample I thought back to the marketing presentations for my Comm 296 class the morning before, and one of the groups were actually analyzing this product. At the end of the presentation, my professor asked “What kind of locations would be ideal for samples of Dove’s Men+ Care to be handed out at?” Many of the group members listed places like convenience stores and supermarkets, but they definitely missed out Auto Shows! Many if not all of the people there that night were either men, or the girlfriend or wives of the men. This is the exact target market that Dove is aiming for, and thus the auto show would be a perfect location.

Again, I had a great night at the auto show. I did actually find a goodie that I liked as well! If I haven’t mentioned yet, I am known as “Princess” in the Vancouver salsa world, and found this perfect sign there that night!

Marketing has supported and has added much value and effectiveness to our products and services of today. As many of you know, as you add to the length of the supply chain, you are also adding to the value the consumer receives at the end of the chain. However, although we are increasing the value, you may not have been aware, but we are also increasing our carbon footprint at the same time. Furthermore, as firms are adopting the multinational strategy of distribution to lower cost by purchasing raw materials from around the world, they are profoundly hurting our environment day by day.

Luckily, social trends of being “Green” has increasingly become popular in recent years. The awareness and demand for reusing, reducing, and recycling in order to have a brighter future for our children has pushed marketer’s to recognize the importance of sustainable marketing. To follow this green trend, marketer’s must measure the environmental impact they have in their marketing communications. Whether it is to design an eco friendly package, reducing the amount of materials in a product, or perhaps reducing the waste used in promotions, it is critical to rethink about traditional marketing strategies.

As I am interested in event planning and promotions, I have recently researched about green events; in particular green weddings.

Weddings are the time of your life when people are willing to spend thousands if not millions on loads and loads of material and services, also known as waste. By creating green weddings, we can dramatically reduce the amount of resources that we use. This is just one example of how marketer’s can apply sustainability to promotion events and reduce their carbon footprint. As I am planning to concentrate on sustainability marketing next semester, I will further explain my experiences in the future. For now, check out EPIC Vancouver http://vancouver.epicexpo.com/, a sustainability exhibition. I will be volunteering there, and will update you about my learnings!

When the 8.9 earthquake struck Japan on Thursday night, I was able to get real-time news feeds about the chain of events on Twitter, facebook, and Youtube. Everything happened so quickly; it was just incredible to see how effective it is for information to diffuse using these social media platforms!

Just as Jennifer A. Jones has said “Japan’s residents have been able to keep up with the new shelters that are opening around the affected areas through Twitter and Facebook as well, using Google maps and even FourSquare to help locate the shelters and loved ones.” http://www.speakmediablog.com/2011/03/social-media-saves-lives-in-japan.html

Hashtags such as #Earthquake, #PrayforJapan, and #Tsunami were just some of the few that spread the awareness of this disaster and united our prayers for the victims of Japan. Not only that a special hashtag (#J_J_Helpme) was provided for victims to find support and help. Here are some examples that I found on Twitter and translated by Google Translate for English speaker’s convenience.

“Ishinomaki, Miyagi Prefecture my sister, who lives in the town north of Cascade 十三浜 character, safety can not be confirmed yet. If you have any let me know I would appreciate any information. The name is [Abe Hiroko (Ayako Ahe s)] is”

“More than 30 people are starving. Food, medicine, fuel, thank you immediately. Kennan area does not come all the supplies and Miyagi. More than 300,000 residents, is the cold. I’m being ignored in the media area. Hospital Hospital Director Suzuki Takeshi Shibata, Miyagi Prefecture town Sennan # 311spp please help”

As you can see from these examples, not only was this hashtag used to receive help, but it was also used to seek and contact lost family and friends during the crisis. As phone lines were constantly down in Japan, the only way to communicate was through these online databases.

During this time of post-crisis, the least we can do is to spread awareness and donate. Take advantage of these social media platforms that provide a more convenient way to do these things. As you might have read from my other blog post, I am a salsa dancer and as the exec member of UBC’s Latin, Dance, Passion club, I have created a semester-end salsa party focused on raising funds for japan. http://www.facebook.com /#!/event.php?eid=132175813521717 Spread the word. Thank you.

#PrayforJapan

As I was having a typical “lazy day” and began to procrastinate while I was suppose to be studying for my upcoming Marketing midterm, I started looking at some random videos on Youtube and came across two videos that sparked an idea for today’s blog post. For those of you who know me personally, you know I love Youtube and in fact I’ve previously written about marketing/branding on Youtube (mainly focused on musicians and comedians) already, and if you’re interested in reading that the link is here: “Videos, Videos, Videos!! -the new marketing era”. However today’s blog is going to focus on companies using Youtube as part of their integrated marketing communication strategy (aka promoting strategy).

This first video here is ThatsHeart’s review about Levi’s jeans. Levi’s has contacted ThatsHeart to help them promote their jeans knowing that she is worth 48,609 subscribers. This promotion strategy has grown tremendously over the past years especially for electronic and cosmetic products. The company can utilize the knowledge of these “vloggers” (video bloggers) and the loyalty that they have created in their subscribers. In a sense, the subscription function on Youtube acts like a loyalty card, and keeps their premium viewers updated about new videos. The relationship between Levi’s and ThatsHeart in this particular example, work very similarly to that of a manufacturer and retailer. Although ThatsHeart is not necessary selling the product, but perhaps act almost like an agent of this brand and could potentially increase sales for the manufacturer. However, not only does Levis gain from this, ThatsHeart is also increasing viewers especially through the sponsored contest that Levis has provided her.

This second video is similar to the idea of the first, however in this case the products (baby food) that Thegridmonster is reviewing is not provided by the company itself. I thought this video was especially important to show because these brands that Thegridmonster has chosen has successfully developed their brand name. The fact that the vlogger has chosen these particular brands to review could mean a lot about the the brand’s level of awareness. This is free advertising! Although not all reviews were positive in this video, it still works as an important evaluation of their products.

Ps. I guess I wasn’t really procrastinating that much after!

Every so often, the famous Apple phrase, “This changes everything. Again”, creates a new anticipation for the next big technology innovation. Although some of us might not admit to it, but I’m sure most people are at least curious, if not already on the pre-sale lists, for what Steve Jobs can come up with next. Like what Katie Fang has wrote on her recent blog “More on Pricing…” ,is the new Ipad 2 really worth the price they are selling it for ($499)? More than 3 times the price of the Kindle, a direct competitor, and still able to take a lead in this product category with 15 million sales in a short 9 months when it first came out. In almost every single product category that Apple has entered, they have been able to top the charts while keeping prices extremely above competitors. How is Apple able to do this?

In Katie’s blog, she has mentioned her opinion that Apple should consider lowering their prices, however, to counter that I am going to voice my opinion why I think Apple should keep prices high as they are now. Apple understands exactly what their customers’ value, hence focusing their company objectives by customer orientation. From a personal experience, when the Ipod Touch gen. 4 first came out, I was extremely excited about this new product (even though I already owned a 3rd gen. Ipod Touch) just because it had a few more new features including the front and back-faced cameras. Although it was much more expensive, I was still very willing to pay for it because I believed that it was well worth it.

http://voz.vn/2009/09/16/ipod-touch-g3-danh-bat-nguoi-tien-nhiem-ve-toc-do-xu-ly/

http://tom2network.com/ipod-touch-generation-4/
Not only is Apple customer orientated, but they also utilize a competitor-based pricing also known as premium pricing. They understand that customers are always searching for the best, and the price can symbolize the quality of a product. Therefore if Apple was to lower their prices, not only can it hurt their profit margins but it can also bring down the customers’ belief of the quality that they are providing.

Raise your hand if you have atleast 5 new facebook messages/events a day. *raises my hand*
Raise your hand if you have atleast 10 new facebook messages/events a day. *raises my hand*
Again. Raise your hand if you have atleast 20 new facebook messages/events a day. *raises both my hands*

I remember when I first got Facebook, I NEVER checked my Facebook mail box. I hardly knew it existed except for those few times when it sends directly to my email address and I don’t treat it like junkmail. Now. I check my facebook mailbox just as often as I check my normal email! Progressively, the volume that I receive has increased substantially over the years. You may be wondering how this relates to the name of this post, “Salsa Attack”, and it is because it ties in perfectly to why I am receiving so many Facebook messages/events. (To my dear Vancouver Salsa friends out there, I know you’re nodding your head right now.)

So if you’ve read my short “About me” page, you will know that one of my passion is Latin dance. The Salsa community in Vancouver has become huge in the past few years, and I could say that Facebook was definitely a major factor to that growth. As I have said earlier, I get around 10 new facebook messages and invites that have to do with salsa every single day. Now this may sound like I’m getting annoyed by them (which I may be occasionally), however, in fact I like being updated and informed about things that I may have missed otherwise.

The many Facebook functions that I have mentioned here as well as “Facebook groups” has become a powerful marketing tools for many social communities, clubs, groups, or even companies. Especially for huge groups such as the Salsa community who don’t really know everyone at a personal level, dancers can now easily contact each other and see who else is attending the various events. For example, the official Vancouver Salsa Festival is happening in March 3-6 and on Facebook, they’re official page is called the “Mad Salsa Productions“. Almost every week they would post up new dance videos about special guests that are attending the festival. Just 5 hours ago actually, they posted up an article that Robert Pattinson and Kristen Stewart (the stars of Twilight) will be staying at the same hotel on the same weekend as the international attendees of the festival! (By the way, check out their website at http://salsafestival.ca/ if you’re interested.)

I, myself, use “Facebook Events” all the time. I find this function an incredibly useful way to get the word out there and even test the market. In a way, this these facebook functions could serve as simple market research solutions for the typical person. So next time you want to promote an event or get any word out there, I recommend trying Facebook first!

As I was reading away at some of my marketing classmate’s blogs, I came across one by Irene hertanto @hertanto where she talks about the power of sampling. She gave an example about her experience with Jergens shampoo and how affective this marketing tactic could be. As I was reading this post, it immediately sparked me that I have done this myself!

Now don’t laugh, but I was a tomato girl last summer for OriginO’s organic tomatoes and I experienced giving out samples as my part time job. (In case you were wondering why, I was actually working for a marketing/event planning company, and we were marketing representatives of OriginO) As the Tomato girl, I was responsible for making the display attractive and presentable, promote the product that I am giving out samples for, as well as promoting the company and other promotions going on at the moment. As a person who loves to talk and make conversation, I actually loved doing this job and people loved me! What I learned from this experience is, not only does the the customer “get to know the brand more”, as Irene has said, but the person to person interaction with the product is also an important aspect of the power of sampling.

This behavioural component of sampling really drags the customer into the product in an almost personal level. As I was promoting the tomatoes, I would talk about how it was perfect for party appetizers and salads, and just other little tips about how this product can fit into that person’s life. Not only that, promoting about the organic nature and the environmentally friendly procedures taken to grow these beautiful and tasty tomatoes were also affective because of the growing social trend to be green.

Although these organic tomatoes were MUCH more expensive than ordinary tomatoes, many who got the sampling experience actually picked up a pack because they were intrigued by the facts that they learned and the amazing flavours of these beautiful organic tomatoes.

So, today I’m going to be talking about another thing that I love. WEDDINGS!
Oh the extravagant dresses and smiling faces, the 10 feet cakes and the clanging glasses of champagne! The whole process just puts a smile to my face! If you haven’t noticed yet, I do dream to become a wedding planner.

However, as I was researching away about new wedding ideas and and innovations, I came across two very interesting types of wedding. The first one, you MAY have all heard of (if not dreamt of) a brand extention of Disney’s: the magical Disney Fairy Tale Wedding. Whether you want to get married in Cinderella’s Castle or Sleeping Beauty’s Castle, Disney has got a perfect package for you. Not not only is Disney providing you the perfect location, but they are also providing the perfect fairy tale DRESS. Yes! Now you can also wear a Cinderella inspired Wedding dress for your enchanted wedding!

Now you may say, Disney Wedding dresses aren’t that hard to believe, it was pretty expected of Disney. So that leads to my next type of Wedding: MCDONALDS WEDDING PACKAGES. Yes. I’m not joking. Hong Kong’s Mcdonald’s is the first city to start actual wedding packages for couples who want to save some money, or perhaps just love McDonald’s. Now may I repeat the title of my blog? Is McDonald’s Brand extension going a little too far now??!?!?!

As some of you (McDonald’s fans out there) may have dreamt of, your perfect wedding would consist of saying your vows under the Golden “M”, having a baked apple pie wedding cake stacked up 10 feet tall, and of course you can’t forget your beautiful wedding dress made of colourful balloons.

Think again next time you dream about your perfect wedding day!

It is the month of paper hearts, and overpriced chocolates, delightful surprises, and hand full of roses.  The month of February for some people mark the month to long for the 14th and spend a romantic date with their partners.  However, for others, it may also mark the month to agonize about their single status. For those who fit in the second category, Blenz may have the perfect solution to find your romantic February 14th date this year.

On February 1st, Blenz Coffee launched their new Valentine’s project, the “The Blenz Red Bands”. By using one of these specialized red bands for your coffee, it signifies that you are single and open to meeting potential dates. This brilliant idea, proposed by Yuliya Talmazan, encourages singles in the neighborhood to try a red band everyday so hopefully by the 14th you will leave Blenz with a lovely date.  In order to further promote this idea, Blenz has also launched a contest on the side to win daily sweepstakes and one grand prize at the end.  Participants will have to tweet any comment by hashtaging, #blenzredband, in it for the daily sweepstakes, or write a “Blenz love story” about how they met their date through Blenz Red Bands for the grand prize.

http://www.facebook.com/BlenzRedBand?v=app_112078882147346

By segmenting demographics by people who are in relationship and who are single in the month of february, one may realize that the market for singles is barely touched.  Other than the occasional singles’ parties on Valentine’s day, not many have discovered the opportunities in this market.  The Blenz Red Bands may be one of the first to fully target this market.  Although this is only the second day into the project, I see a promising future in this tactic. As a Blenz advocate, I am definitely going to meet some new friends this February!

So if you’re single this Valentine’s day, sleepy mornings may not be the only thing coffee is the solution to!

As a goal-setting, high achieving, 24-7-studying, straight-A Sauder student of the University of British Columbia (maybe exaggerated just a little), I am constantly thinking about how I can make a change in myself, in others, and (of course) the world around us. Today, however, I put myself in the shoes of a marketer to see what kind of things I can change if I worked in that industry.

The reason why I picked “Change” as my focus today was because I remember I came across this fun little video before.
If you have read my last blog, then you would know that I’m very interested in music (especially anything to do with the piano). Seeing this video completely enlightened me, and reminded me that something as simple as a little bit of fun can make a big change in the way people think and act. As a marketer, I believe that this is exactly what you want to achieve! A change in the way we think of a product, the way we feel about a product, and eventually the way we act or behave towards a product. This simple idea in the piano stairs example has increased the number of people taking the stairs over the escalator by 66%. Can you imagine how significant of a change you have made if you increased your sales/customers by 66% in your business or future business? This is the power of marketing!

Perhaps I should apply this concept to my Youtube channel! Add a little bit of fun to each of my videos by wearing a different pair of funky glasses each time, or end off each video with a mind-boggler so that my viewers will look forward to the next upload!

How can you take on the fun theory to make a change?