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COMM296 Blog Post 1 (EDIT)

This is an edit of my first blog post which you can find below.

As overzealous as I am, sometimes I tend to go slightly overboard with my posts. Usually that is OK. But what is not ok is when one omits key details in his/her message. This post is to amend those missed key points in my first post and hopefully provide a more accurate introduction of myself (hopefully following the 300-word guideline for our blogs that I have only just recently discovered).

Hello there! My name is Christopher Lam. I’m taking Marketing because (other than the fact that it is a required course for my program) I love the idea of creating value and sparking hype about products and innovative ideas. Some Marketing experience I have include working as an intern at REV, a Vancouver-based developer of clean electric vehicle and energy grid technologies; I did some general market research and analysis to aid the firm in their endeavors.

As you can tell from my previous post, I am a fan of anime and the Marketing tactics used in, and are generated as a result of, consumer interest in Anime and related hobbies. I also like to follow the various marketing strategies (which are really quite absurd) in collectible trading card games such as Yu-Gi-Oh! and various other games. I tend to go overboard when I get excited about these things, but you probably already noticed by now.

I hope this post served as a suitable introduction to myself; if anyone from my Comm296 class happens to read this, I’d like to give them (you?) a giant HELLO! and a virtual hug.

signing off,

-Chris

Huzzah! I meet the 300-word limit this time around!

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Marketing: Accidental Value Creation at it’s Finest

I love Dr. Pepper.

I really do. It is an incredible drink. I go to great lengths to acquire my Dr. Pepper.

But if you were to ask me why I love Dr. Pepper my answer may or may not surprise you (depending on how well you know me).

To answer this question I must first supply some background information.

A few months ago I watched Steins;Gate, an amazing science-fiction anime about a group of self-proclaimed scientists who create a time machine and are on the run from SERN, an organization that wishes to create a dystopia using time travel technology. The amount of enjoyment that I gained from watching this anime is comparable to X, where X=Your favorite hobby/tv show/celebrity/etc. This show was that awesome.

Now that I’ve provided you with some background information, please take a look at the following links:

YouTube Preview Image YouTube Preview Image

These clips speak for themselves. I don’t know whether or not the company was paid to mention Dr. Pepper in their anime but you can clearly see that Dr. Pepper is highly acclaimed by the characters in this show, often referred to as a “drink for the Chosen Ones” or an “intellectual” drink. It was not too long after watching this series that I had my very first Dr. Pepper and fell in love with it (but was it due to the taste or the intellectual stimulus it may or may not boast? That is the real question).

Ever since that day I have had Dr. Pepper as often as possible. Dr. Pepper with any takeout meal. Dr. Pepper at parties. Dr. Pepper with my friends. Dr. Pepper by myself. Dr. Pepper. You get the point.

You will probably induce by now the direction of this post. Just by mentioning Dr. Pepper in an anime that I love, Steins;Gate boosted my consumption of Dr. Pepper over its various cola substitutes by a great deal, a lot more than any commercial Dr. Pepper could ever come up with individually.

And I’m not the only one who acts this way.

This article addresses the rising sales of Dr. Pepper in Japan. Dr. Pepper was never a popular drink, but is now starting to sell out in vending machines. Years of marketing tactics proved futile to boost the sales of Dr. Pepper, but suddenly the drink became popular after the release of Steins;Gate.

This gives way to a phenomenon I like to call “accidental value creation.” There is probably more specific, scientific term for this effect but until someone coins it and sticks it in my marketing textbook I will continue to refer to this as “accidental value creation.”

If I have not caught your attention by now or if you refuse to believe the power of accidental value creation, take a look at this article.

K-ON is an anime about four schoolgirls that form a high school rock band. This simple plot grew into a phenomenon, and the anime’s success fostered a giant effect on the music industry in the form of guitar sales: a whopping 800% increase in sales for the guitar models featured in the anime.

An 800% increase in sales, and the makers of the guitar didn’t have to raise a finger. This is the power of accidental value creation.

It is because of these quirky effects that I love Marketing. It’s never as straightforward as it seem. There is no standard way to market something that will guarantee an increase in sales, yet sometimes the most trivial things can cause an uproaringly large effect on consumer decision making. Throughout my blogs this semester I will attempt to identify certain quirky modes of marketing that pique my interest and review their causes and effects.

Look out for my next entries where I tackle the concepts of targetting using examples from [C] and marketing tactics using examples from the big guy himself: Konami.

Not sure what [C] is? Don’t know why I refer to Konami as “the big guy”? Tune in for my future blog posts to find out.

The first comm296 blog post is complete.

Signing off,

-Chris

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School

“The Most Important Thing Learned in Comm299”

Comm299 is a course that tries to prepare Sauder students for the tasks that await in the “real world.” After all, life doesn’t consist of cramming homework assignments and studying for exams. Life doesn’t consist of chasing that paper’s deadline. Most jobs consist of cramming projects and preparing for the next deadline, living on the edge, dealing with the Business world.

Okay, maybe there are some (many) similarities. But in order to make that transition from scholarly studies to the school of hard knocks, we need to be prepared to work with people and that’s where Comm299 shines. Not only did Comm299 equip us Sauderites with a brilliant array of material to work with and keep in mind for interviews, but in our discussion classes we talked about how to arrange meetings with people, to deal with people and manage relationships. I’d say that communication is THE most important quality in the work force and I feel that Comm299 prepared us well in terms of how to present ourselves.

By guiding us in our Resume-writing assignment, Comm299 introduced methods of clearly communicating, in writing, our skills and intentions with CAR (Context, Action, Result) statements. Not only did this technique allow me to fine-tune my writing, but it offered a guideline to presentation in general. Actions are useless without Results, and Results are meaningless without the proper Context.

So all in all, CAR statements are probably the most important thing *taught* in Comm299, although I would argue that the most important thing LEARNED is through the process of writing my Resume and tweaking it to Sauder standards. Learning is best achieved through the process of doing, and I have certainly learned a lot by incorporating what I’ve *learned* in class into tweaking a resume that I would use in real life.

And in the end, isn’t that what Comm299 is all about? Preparing us for life?

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School

“The Most Valuable Lesson […] Taught by Someone Else”

This blog post requires some background story.

When I was still in highschool I, like many of my fellow classmates, agonized over which faculty to attend at UBC. I was dead set on attending UBC, but deciding which faculty to attend was a whole different story. Between the two choices of Science or Arts, I ultimately decided on a third option: Commerce.

Never in my life had I ever thought of attending a Business school, let alone the Sauder School of Business. Yet, I was hooked onto the thought when my parents suggested that perhaps my love for communication and human interaction would be best cultivated in a faculty where I was not stifled in labs (no offence to Science) or subject to the monotony of the multitudes (Sorry, Arts. I love you.).

Quite a few of my friends were against the idea of my attending a Business school. I have heard more than once about the insidious nature of such schools, warping one’s personality until human interaction became nothing more than an exchange of assets, of “success,” of personal gain. At the time, I brushed away the thought. I was keen on taking business to suit MY goals: helping people. I believed that the world is run by an economy, but the economy is not run by numbers. It is run on the individual choices of the individual, and that businesses will ultimately improve the world. Sure, there are downsides like the unequal distribution of wealth, but only successful businesses will improve technology, and technology (or, more accurately, the EFFECTIVE USE of technology) will make or break the world. I had a dream to become familiar with businesses so that I could pursue ideals to improve the lives of others.

I was, and still am, happy with being in the Sauder School of Business. I’ve met a lot of friends, and am interested in (most) of my course. I have no regrets. But on the flip side, I’ve also met a lot of people who have their lives planned. They want to make money, be successful, and nothing will ever stop them. I don’t condemn that; I admire their determination. But something always felt off, that I wasn’t of the same material to pursue success with such passion. As some of my friends still remind me, I’m just not of competitive material. I’m a softie. I’m a squishy. I have good ideas with determination, but I’m “not willing to step on the next guy to get to the top” and that will break me.

Needless to say this was bothering me for quite a while.

Now to the main event. Today I attended an excellent conference called Me Inc. Me Inc is a conference aimed towards 1st and 2nd year Sauder students to supply them with information about the various specializations they can pursue, aiming to match all Sauder students with “their perfect specialization.” I attended mostly to go with the flow, and because I had nothing to do today. Boy, was I in for a surprise.

Apparently something went wrong and I didn’t appear on the guest list (even though I paid the night before, gawsh). I was hastily added to the schedule and was assigned to random sessions I wasn’t even half-interested in. The most disturbing aspect of this “mistake” was that I was assigned to “Table 1” for my lunch session-a table designated for Business Delegates. Uh oh.

So I reluctantly put a smile on my face and a swagger in my step as I confidently approached my lunch table. Four business delegates already seated, and one other fellow freshman to back me up. It was going to be a rough ride, or so I thought.

With all the Business conduct I could muster, I professionally introduced myself to each of the Business Delegates at the table. I then took my seat and started networking with the delegate to my left. Apparently she was a CEO and owner of three companies.  Eeep.

What happened next was the reason why this blog post is titled “The greatest lesson someone else has ever taught me.” Though it may not be the *greatest* lesson (that would be my mom teaching me how to write, I mean, c’mon), this surely changed my perspective about Business.

Heather White was a CEO and owner of three companies, but we found that we shared a lot in common with each other. Apparently she lived a block away from me at one point, and almost went to my highschool (she’s much older than me though, so It wouldn’t matter much anyways). But I was surprised to find that she graduated with a degree in Psychology, and shared my love for the philosophical analysis of human interaction (wuuut?).

So we talked about a lot of things, from Maslow’s Hierarchy of Needs to our uncanny shared interest in Martial Arts. Mostly we talked about Business, but the whole system in general rather than an individual aspect. I shared my thoughts about the money-based system of firms and my discouragement to find so many individuals so focused on their sole passion to become successful. As a relatively laid-back person, I questioned the need to be so focused, and instead questioned whether or not success was valid without meaning.

In other words, I pretty much talked about many of the things I’ve already blogged about (except the one with the children’s card game; that would be embarrassing). And, amazingly enough, Heather White agreed. She was just as passionate about the importance of happiness within the work force and shared my conviction that success was relative. Soon enough, we were talking about weird things like how emotions transcended time (Shakespeare) and space (African Literature) and how communication should be established between generations. We discussed social problems like working your butt off for something meaningless (I talked about Death of a Salesman for that, and she surprisingly understood) and how psychological effects like cognitive dissonance and positive emotions would affect the work force.

As I held this intriguing conversation, something dawned on me. A CEO, owner of three companies, shared my idea that Business was more about the people and less about the money; that the happiness of individuals is ultimately what mattered. This packed a punch. This was more meaningful than talking to my friends, or defending my position from my fellow classmates. This was confirmation that good people, or at least people with good ideals, could be successful within the business world.

This change in paradigm, or a renewal of hope, was strengthened the more people I met. Almost every success story I heard today came from individuals who found success randomly, almost from serendipity, often turning 180 degrees from their goal to pursue what they thought was right. Andrew Hewitt, our closing keynote speaker, summed up the things I learned into one impressive presentation: The Game is changing, and Businesses are no longer the transactional service that existed in the past. Rather, success can be found from the innovation and ingenuity of HAPPY workers who strived to find MEANING in this world, to devote their efforts to GREATER the value of the world that we live in, and the people that inhabit it.

Today, my sense of hope in Business was renewed (lit?). I was taught this lesson from a successful CEO and owner of three companies, and this lesson was quickly reinforced through the positive speech of many other successful individuals.

I could be wrong. The world could still be a cr*phole. We may all be corrupt. But one can hope, right?

Christopher Lam, signing off.

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A Successful Person, Part 2

NOTE: Dear Rosie, if you’re marking these blogs, I sincerely apologize for making them so long-winded. I’m attempting something different from the other blogs in that I’m looking deeper into what we’ve learned rather than apply what we’ve done in individual cases (we’ve had enough of that!) Hope you’re not irked. -Chris.

P.S. This post, and my very first one, pretty much have nothing to do with COMM101, so you can probably skip them. Unless you’d want to read them, which is also cool.

As a followup to my previous long-winded post, I really wouldn’t have come full circle without finishing one of my very first posts on this site.

So here it is.

A successful person comes in many shapes and sizes. He can be a successful person only to himself (a druggie that thinks that being a druggie is awesome and cool would be successful to him/herself, but not to me). A successful person can also be successful to others, but not to themselves (Ever talk to one of those people that you think is absolutely perfect? They’re funny, handsome/pretty, smart, talented, and all that jazz, but when you actually TALK to them you find that they’re not inspired at all, and that they think really low of themselves? Yeah, those people).

In my opinion, a successful person has to be content. Content for who s/he is, and with what s/he does. A successful person has to have the admiration of those that s/he loves (because if they be hatin’ on you, they ‘aint worth it. But if EVERYONE be hatin’ on you, somethings wrong.).

Everyone’s criteria is different. Here are some of mine:

A successful person:

Can support and fend for himself. Because Hoboes can be happy, but usually aren’t the most successful.

Supports his family. Because you fail at life if you don’t. Be a man (or woman). Do the right thing.

Contributes to society. No one likes a rich jerk that doesn’t care about anyone but himself. There are other people in this world, bub.

Is compassionate and humble. Money and power go straight to your head. You can see it everywhere. Almost all of the people that I highly respect are the most humble people I’ve ever met. Which means I don’t respect a lot of celebrities (Oooohh! Snap!)

Is loyal. You can be as great as you want, but if you’re constantly changing sides you probably don’t really believe in any solid values. This criteria is iffy, but still important.

Knows what s/he wants. I am guilty of failing this category. Yet, all successful people know what they want, and go for it with all their heart and soul.

You’ve just read Chris’ ten cents on life and success. Do what you want with it. Discuss. Throw it away. Delete it from your brain. Invest the ten cents in the stock market. DO whatev’s.

Chris, signing out.

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Comm101, Branding, and You

So, here we are. We’ve come full circle. End of story. (Volume 2 coming out in stores near you).

I had my very last Comm101 class today. It was an unspoken momentous occasion. I’ve had a lot of fun in this class, and I’ve *learned* lots.

*learned*.

More than anything, I’ve had a change of opinion, a broader perspective on Commerce itself. I’ve met a lot of cool people and heard many different opinions. In terms of “learning” I only explicitly learned the most basic, fundamental points for the various areas of Commerce. I have much to learn.

The experience outweighed the learning. But what did I learn?

If there is one thing that I learned this term, it’s Branding. Branding is all-important. Firms spend millions on establishing their Brand. Branding is pretty much what Marketing is made out of, and I love Marketing. After Comm101 I’ve learned to love Marketing even more, and hate Finance a bit less (I have this funny vision of Finance and Marketing being husband and wife; they quarrel every day and they never agree, yet they rely on each other to survive. Funny stuff.).

But, yes. Brands. Brands differentiate firms from each other, and allow each firm to shine. Brands attract consumers. Brands are where it’s at.

Now here’s a thought. Perhaps Brands aren’t limited to firms? Maybe there’s a Brand in all of us.

Firms spend ridiculous amounts of money to build their brand. Some people I know spent ridiculous amount of money on clothing to look good. Some brands want to come off as tough and build to last, others want to come off as cheeky, fun brands. Some of my friends are wannabe-gangsters (haha), and a lot of them are just fun and insane.

Firms want to differntiate themselves. Sauder students want to stand out.

You may think me insane, but wouldn’t it make sense if we were *all* representatives of our own brand-ourselves?

You may be screaming by now. “NO, CHRIS, NO! STOP SCREWING AROUND WITH TERMINOLOGY. People do random acts of kindness because they WANT to. Firms do it so that they LOOK good. People aren’t that shallow.”

Think about that for a second and you’ll see a contradiction.

But although all firms care mostly about profits, is it possible that some firms just care about helping society? Does the chocolate shop run by that elderly couple down the street looking for profit, or do the couple just want to sell chocolate? Do soccer players play for the money, or do they play because they want to?

Hopefully I’ll be able to look back on this post in a few years, put my face in my hands and say “oh gawd, chris…”. That’s cool. That’s fine. You have to look back and realize how dumb you sounded in the past, before you realize how much you’ve learned.

And that’s exactly what I’m thinking about right now. Looking back, seeing how much I’ve learned. Was a really ignorant in the past? Slightly. Am I better now? A bit.

I’ve got a lot to learn, and dagnabbit, I’m going to have a lot of fun doing it. So thanks for putting up with this emerging brand. My posts may be around three times as long as they should be, and the things I talk about tend to be more philosophical than they are case-based.

But, hey, every brand is different. I’m different. And I hope you, as a consumer, have enjoyed this.

-Chris, out.

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I TALK TOO MUCH.

So here is a link to an interesting economics-related article that I may or may not expand on in the near future.

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Giant TextWall is a Wall of Text

I just realized how intimidating my blog looks with nothing but giant walls of text in them.

So here is a picture of a cute bunny.

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Entrepreneurship: Part Three

I lied. The blog post was so massively awesome that it needed not one, not two, but THREE separate posts. Holy moly.

We have established that annoying children usually get what they want, depending on the parental strategy that their parents employ. Firms take advantage of this fact, and target children to indirectly target their parent’s wallet. Fair enough. But why is it that only certain firms survive to take advantage of this gold mine of opportunity?

Children have short attention spans. Very short attention spans. You’ll need something incredibly addictive to keep their attention in one place for a given time, and that’s where video games come in. Video games are expensive; one Nintendo DS game will probably last around 20 hours before the kid gets bored, and will cost anywhere between $25 to $50. Starcraft, the bane of good report cards, costs $60 for pretty much a life sentence of stay-in-room-itis. And World of Warcraft, goodness forbid, has an upkeep cost of $15 a MONTH to keep a child lonely from age 5 to 35 (just kidding there, gamers. I love y’all.)

But what is it that keeps a child interested? This is where entrepreneurs come in. Oh, FINALLY I mention the key word here. In class, Davis mentioned “Club Penguin,” where young children can play safely on the internet in an online game called “Club Penguin.” The creators of club penguin are successful entrepreneurs: they found their niche, and they stuck to it. And it worked. Such success reminds me of similar online games such as Kingdom of Loathing (KOL), Runescape, and the all-familiar NEOPETS.

All online games have something in common. An engaged community and a constant flow of new material will achieve both a sense of familiarity and sense of novelty to the young underdeveloped (or really developed, depending on who you’re talking about) mind. Back in the day there were 150 pokemon. Now there are over 500. Does it seem strange that it took a milennia to find 150 pokemon, only for the pokemon world to discover nearly 4 times as many within just a few years? Is it not strange that Ash still remains 10 years old after spending his whole life catching pokemon for a living? None of that matters. Pokemon are fun, children have achieved a sense of familiarity with Pokemon, and Pokemon is STILL coming out with new items.

The card game industry is also making a giant profit off of children. Whoever first started the concept of trading card games was not only a successful entrepreneur, he started a revolution. Imagine, firms selling pieces of paper for over a thousand dollars, then releasing the same card en masse to drop the price to around $30, but still giving veterans the incentive to keep on buying. Not only are they making a profit on mere pieces of paper, firms like Konami are able to RECYCLE their ideas to keep the money flowing. But the fun doesn’t stop there! Every month they release yet ANOTHER set of cards to keep the cycle going! A naiive child/duelist/nerd will never attain that sense of “I am satisfied with the cards that I have” feeling because they will NEVER be able to prefectly mod their deck.

I apologize for the usage of jargon, hopefully it makes sense to most of you.

An entrepreneur can create an innovative idea that can take society by storm, but a GOOD entrepreneur will always be able to keep that idea fresh. Take a look at this. This is genius. Professionally-written “teaching” aspiring duelists how to play the game at a higher level.  Deck analyses to inspire new ideas. Heck, even RANKINGS on worldwide tournaments.

Essentially, Konami has created an artificial sport, with it’s own league of nerdy followers (including me, at an objective, casual level). It’s not an easy task. Many card games have tried and failed to create the same scenario. So I agree with the statement that entrepreneurship is very hard to succeed in, but may result in mountains of profit.

My examples may seem childish and my jokes may be lame, but something should definitely make sense from this. People make MONEY off of this stuff, and anything that can generate millions of dollars in profit must not be ignored…

Christopher Lam, out.

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Entrepreneurship: Part Two

(Alternate title: Fun, Games, Children and Money.)

Sex sells.

Bet I caught your attention there, didn’t I.

Although sex may attract a portion of the adult population, even that small portion are unwilling to admit the fact that they’re attracted by it. The clothing industry has taken advantage of the simple marketing strategy of “sexy things are…sexy!” in order to reel in attention and make a profit.

But there is another power at work; that which is even more seductive than seduction itself, and inifinitely more difficult to ignore.

That, my friends, are children’s toys and card games.

Think of it this way. You’re a father/mother, and your son/daughter has just spent a couple hours screaming mercilessly, continuously, loudly, begging for that newest gundam/barbie toy. To them, bright colors and interesting concepts are even more attractive than sex (and it better be!). And children hit the jackpot: A source of uncontrolled desire constantly bugging the source of essentially infinite money. The adult doesn’t even have the power to mentally confront the relentless desire; they can only give in to the ear-gnashing howls of their children.

So firms take advantage of that. Beyblades, Pokemon, YuGiOh, Magic, Lego, Board Games, VIDEO GAMES, children’s movies, all of them target children and incur their ear-splitting wrath on their parent’s wallet. With such an effective route, what firms WOULDN’T want in on the action?

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