Clayton Dang's blog

I came across Cicely Finamore’s post on “Direct Marketing-They put the PRO in Proactive” after looking through class blogs. She brought up how Proactive is not relying on one form of advertising(ie online) but rather a mix of different forms such as kiosk marketing, online marketing and info commercials.

We have been talking a lot about Integrated Marketing Communications(IMC) the past couple of classes. If IMC is used appropriately, it has the potential to maximize your intended message, clarity and impact if the variety of communications work together. Consumers today are multitaskers, are exposed to a variety of ads daily, and their attention span is quite low. They are increasingly online; however, a lot of people still love being reached via billboards, radio, etc. By implementing an IMC, companies are enabling themselves to reach a broader customer base, and are not limiting themselves to a certain group of people who prefer a particular type of communication discipline. Consumers prefer choice, convenience, as well as flexibility, and an IMC mix enables companies to reach consumers through a variety of mediums. Although an IMC approach may cost more, it allows corporations to broaden their scope as well as increase their brand exposure by diversifying their portfolio, and not putting their eggs all in one basket. An example of a company that successfully uses IMC is TELUS and how they have used several forms of communication (with a consistent message) such as TV, Radio, Billboards, Web, Print, etc to get their message regarding products/services across to consumers. However, this is not to say that IMC is only positive, it can be detrimental to a company’s image and consumer goodwill if implemented ineffectively. A huge risk of IMC is that since it is the process of tying all company’s messages and images together (from advertising, personal selling, promotions, etc)- the communications come from different parts of the company. This can easily result in conflicting messages from these different sources, resulting in unclear company images, brand positioning and weakened customer relationships. Consumers aggregate all the messages from different media and promotional approaches to form a single opinion about a company- for this reason, it is essential that all aspects of a company’s IMC be consistent in the message they are proposing.

Before taking this class, I had very little knowledge about marketing intermediaries (with regards to the value they bring to the table) and had no idea that a channel had so many components. After going through the online distribution strategy modules, I have developed an appreciation for each member in the value chain delivery network. As a consumer, when we buy a product, whether it is an article of clothing, a car, or a household appliance, very little thought is given as to how that product got into your hands. Growing up, I had this preconceived notion that they must get their inventory from a supplier and that was it, however, the more informed me now realizes that it is much more of a complex process. Depending on the channel structure, for us as consumers to receive our good, a vast network of players could potentially be involved (often times behind the scenes), each adding value in their own certain way to the overall process. We also often never wonder how it is prices are set. The most common way prices are set is due to markups, meaning, each member in the channel marks up the product from the price they paid for it. The more and more players there are, the higher the price will be by the time it hits consumers, which is another reason for disintermediation, which I will be talking about later on in this post. However, intermediaries do have advantages, in that they offer their contacts, experience and specialization. Although it is true an effective channel makes the overall value delivery network more efficient, more players in the game also means there is more risk involved, in that each person is somewhat dependant on one another and has less control over the overall operations. Disintermediation was a trend that was discussed in our online discussion forum and briefly talked about in class, and it is something that poses a threat to all intermediaries and channel members. With today’s economic state and technological age, there is an increased pressure on intermediaries to show that they add value to the overall operations. This can be seen in how Netflix and other online media functions that provide superior value to consumers(ease of access), have cut out stores such as Blockbuster and Rogers video out of their piece of the pie.

After looking across our blog roll for inspiration on my next blog, I came across Tommy No’s blog on “Customer Service, Please.” His post talks about the importance of strong customer service and how, by properly understanding the marketplace and consumer needs and wants, marketers can create value and build effective customer relationships. I would like to expand on his point, and share an article relating to this topic.

“Doing Business in China” talks about the potential opportunity for businesses in China, and the importance of knowing your customers. It mentions how consumers in China are adapting in online sales, how locals are more attracted by price points rather than services, and how someone wishing to enter the market in China must pay close attention to the different marketing environment there. A fact that caught my attention in the article is that big companies such as Home Depot and Best Buy have attempted to set up shop in China but have been unsuccessful due to them not changing their format to suit local stores. This further illustrates just how critical it is to step into the shoes of a consumer and to know the characteristics affecting consumer behaviour such as cultural, social, personal and psychological factors. It is interesting to see how something that sounds as easy as “understand your customers,” can have so many complex factors to consider. When I was reading this article, my experience working with Vector Marketing came to mind. As a sales representative for Vector, my job was to preform sales presentations with potential clients. On presentations where I took the time to really analyze and understand a customer’s needs, I found that a sale would be much easier as I would know what specific items to promote, and which deals would be most attractive to them. In order to generate profits, properly segment the market and to proceed with the targeting and positioning steps of the marketing plan, one must be certain that they truly understand the customers distinct needs, characteristics, and behaviours. The quote discussed in class about how “you eat what you are” accurately describes consumer behaviour, and just how important it is for marketers to consider EVERYTHING about their customers.

Below is a link to the article:

http://www.vancouversun.com/business/Doing+business+China+know+your+customers/6110266/story.html

I came across this article on Google+ when I was looking through Drews marketing minute blog. The post talks about Google’s recent launch of its own social media platform. Google has essentially increased its share of the customer by offering a greater variety of services to current customers. I wanted to share this article as it ties in with some topics discussed in the textbook as well as some of the ideas talked about in the classroom such as adding value to consumers.
Google+ is a new thing for me, and I am very impressed with it even though I just started using the service a couple of days ago. Users have the benefit of more personalized searches-results you get only pertain to you and your network of connections, which helps consumers feel a sense of privacy. Another feature that I found interesting is Direct Connect, meaning any pages built on Google+ will be indexed and appear on Google search results-a very inviting offer for businesses to gain exposure. Google has created customer value and differentiated itself from competitors such as Facebook by implementing these features.(Businesses that use Facebook do not get the same kind of exposure as users of Google+, and Google has marketed Google+ for consumers to feel as if the new service is very personal and protects privacy) To elaborate on the last point, Facebook was developed on the idea that everyone can be your “friend,” and while you can edit the constantly changing privacy settings, Facebook can sometimes feel impersonal. Personally, when looking at my Facebook friends, I do not talk to 75% of my friends, and all of these people can actively view my profile, pictures, and other personal information. Google+ is cleverly designed so that you can break your connections up into “circles,” and treat each circle separately according to your preferences. I think this is a very smart way to expand their market share. In terms of the four 4P’s, Google+ does a good job satisfying all of them(personalized and differentiated product, it is free, easily accessible and google promoted it effectively through video advertisements)
In my opinon, it is Google +’s clever use and promotion of personalization features as well as its value added to consumers that has allowed it to climb to 10million users in roughly two weeks of its launch date(Facebook took over two years to get to this usage level).

Below is a link to the article:
http://www.drewsmarketingminute.com/2012/01/businesses-cannot-ignore-google.html

Here is another perspective from another blog: http://www.mengonline.com/community/newsroom/meng_blend/blog/2011/11/09/headline-google-puts-out-the-welcome-mat-to-businesses-and-brands#comment-2224

Here is a link to the promotional video of Google+, by google:

Hey everyone, my name is Clayton Dang and I am in my second year, intending to major in Accounting. Like many of you, I am taking this course because it is required as part of my STT. However, I am excited to learn more about effective marketing, as it is a subject that will be useful in all walks of life, whether it be in a work setting or when you are marketing yourself to a future employer. Everyone has had experience being marketed to as a consumer. An experience that comes to mind for me was when a representative from UBC came to my high school to sell the graduating class on the benefit of getting your degree at UBC and talked to us about some of the different programs available. Another common experience is when a sales associate at a retail store promotes the latest arrivals, and tries to tell you about the features of an article of clothing. In terms of work experience in the marketing field, I have had experience in a call centre, where I worked as a telemarketer to try and get people to subscribe with the newspaper that we were selling. I also worked as a sales representative, where I conducted sales presentations with clients(it was by appointment basis) to try and sell them on a product that I was promoting. My ongoing involvement with the UBC Accounting Club also requires me to promote the club and its benefits, as well as any upcoming events that the club hosts.

I have many favourite ads, but my favourite one would have to be the Old Spice-Questions ad. For those of you who have not seen it, please check it out via this link: https://www.youtube.com/watch?v=uLTIowBF0kE. I love all of the Old Spice ads, and found this one very funny the first time I saw it on TV. Its humerous and  does a good job of associating Old Spice with the ideal man.

I love to stay fit and travel. I run and visit the gym for weightlifting several times a week, and aim to keep this habit up for the rest of my life! In terms of travelling, I have been to Los Angeles, Cancun, Hawaii, Vietnam, Cuba, and the Dominican Republic. Places I want to visit are New York, Tokyo, Dubai, Paris and Hong Kong. Upon completion of my BComm, I have plans to travel around Europe and Asia with my friends and family.

I have learned many things about myself from career fundamentals. I learned a lot of my bad habits during my interview with Phillepe. He told me how to improve on things, such as posture and friendly body language. I now know how to present myself more professionally and feel I will have greater success in the future with interviews. The most important thing i learned about myself is that I do not have a clear idea about which path to take in terms of my career. After attending Meinc. and learning about the importance of finding a job that you are passionate about, I realize that I have to take a lot of time in researching(information interviews, wetfeet, etc.) all potential career options before choosing one.  Choosing the occupation you want is not a overnight decision and should not be a hasty decision. You are going to be in your occupation for many years, and it crucial that you choose something you are passionate about and not just something that makes a lot of money but you hate. Do not choose your career path based on your friends, your career is yours and no one can tell you what to do. Experiment with different types of jobs and eventually you will find your dream job.

The greatest lesson i have ever learned came from a conversation that I had with my late grandfather in 2007. He told me about the struggles his family went through in coming to Canada during the Vietnam war.  He shared stories about his family business, which was the first Vietnamese restaurant that opened in Vancouver. The name of the restaurant was My Tan. He showed me many photographs and newspaper articles about this succesful business venture. He also shared the many memories of hard work and sacrifices that allowed this restaurant to prosper for twenty years. For example, my grandparents, my father, and my aunt were working there at least six to seven days a week. This was particularly challenging for my father and my aunt because they were also attending university and had to find time to study. The lesson I learned from my grandpa’s story is that nothing in life comes easy and free. If you want something, you have to go and get it and you can not expect something to be given to you. Hard work goes a long way, and a positive work ethic is what is going to get you through the hard days. There is no formula for success, it is a combination of hard work, determination, and perseverance.

Annalea Kreb’s new green business, ethicalDeal, is a company on a mission to make green mainstream. The company conducts research and goes out of the city to find the finest green products.  EthicalDeal then negotiates volume discounts with local companies in order to make a new, one day only online offer to consumers each day. The deal goes through if a specified number of people sign up. Discounts to consumers are normally 40-90%, with the company collecting payment, takes a 30-50% cut, and passes the remainder on to the merchant. Merchants pay no upfront costs and get thousands of local targeted impressions for free.  Krebs has business contacting her and has enough subscribers and merchants to offer daily deals for a few months in advance.  She is expanding her business by offering directory listings, developing mobile applications, and talking to investors about expansion plans.  This article underlines the growth in the green business today due to many factors such as changing consumer demands and accommodating government policies. Taking changing consumer needs into account, a company that has strong ethical and sustainability values will more likely be more successful in the long run than a company that doesn’t embody these values.

Below is a link to the article:

http://www.vancouversun.com/business/Online+group+buyers+with+anethical+twist/3692260/story.html

John Bootsma bought a small auto-repair business that was expected to provide a healthy retirement income, based on its external financial information.  However, after a short period of time, the little shop was losing $100,000 a year. The problem was a lack of business coming through the door and their prices were set too far below the industry standard.  Mr. Bootsma then hired a business coach who turned things around by starting to monitor and to test everything. They tracked sales on a daily interval, determined the breakeven point, set daily sales quotas, and wrote everything on a white board. The auto repair shop also cut unnecessary advertising costs and increased their usage of word of mouth referrals. They tightened up on what they provided for free, and raised their prices from $69 per hour to $91 per hour. To Mr. Bootsma’s surpise, they did not lose a single customer as their new rate was the industry standard. As a result of hiring their business coach, the shop went from losing six digits a year to making five digits a year. This article covers the importance of applying the aforementioned elements of managerial accounting to run a successful business.

Below is a link to the article:

http://www.vancouversun.com/Owner+fixes+auto+repair+business/3692321/story.html

As the world’s economic centre of gravity shifts East, British Columbia’s strategy to position itself as Canada’s gateway to the Asia Pacific will be extremely important. Asia kept growing when the US stumbled due to the fact that the growth in Asian economies has shifted increasingly towards domestic-demand-led growth. Asia was able to respond to the global financial crisis with its own programs of monetary easing. Efforts such as China’s infrastructure boom are providing the country with much needed roads, bridges, and train lines, which have served to increase domestic demand and as a result, bolster consumer spending.  This article outlines the importance of repositioning your strategy to meet the changing business environment.  As Canadian governments and companies saw the growth potential in the economies of Asia, they developed strategies to diversify their trading relationships from being focused on the U.S.  By reducing their reliance on the American market, Canadian governments and companies have also reduced the risk of having their business impacted by the economic downturn of any one country.  An evidence of this risk reduction is the relative health of Canada’s economy and particularly British Columbia’s economy, in comparison to their sluggish American counterpart.

Below is a link to the article:

http://www.vancouversun.com/business/Shift+economic+well+being+raises+stakes+gateway/3670148/story.html