Ginny Lo

On April Fools, I came across a video post on my facebook news feed about WestJet’s new product. I was especially curious because of all the great things I hear about WestJet as a company during marketing and human resources discussions. Here’s a link to the video I watched: http://www.seanpaune.com/2012/04/01/westjet-april-fools-joke-just-isnt-that-funny/

While watching the video, it simply did not strike me as an April Fools joke. However, I did feel the idea was slightly odd when the kids were shown being sent off on their “magic carpet ride”. Overall, I thought this was a cute joke.

The company had intentions of simply playing a joke on their current and non current customers. They spent the time to produce the video and launch it for April Fools, which I believe demonstrates that the company is not all about profits–they care about customer relationships. Personally, I disagree with this blogger’s harsh words about this video. However, it is good to see other people enjoying the prank.

When I first encountered TOMS shoes 2 years ago, I was unaware of the one for one movement. I agree with Diou that consumers are more willing to purchase the pricey shoes knowing that they are doing a good deed.

TOMS does a very good job in allowing consumers to build an emotional connection with the brand. On their official website, there is a list of three reasons why shoes are so important for children. Other than the obvious danger aspect, I was unaware that children are not allowed to go to school without shoes. Educating the market is often a great way for marketers to start off.

After watching their one for one movement video and seeing so many children receiving their shoes, it encourages me purchase a pair for myself. The movement makes consumers feel empowered when they know that a simple purchase can help change a child’s life. With a little more browsing and curiosity, I came across the one day without shoes video. This outlines how TOMS does an amazing job in creating awareness and establishing the emotional connection for consumers. They have a campaign for people to personally experience one day without shoes. This reminds me a lot of the 5 days for the homeless experience that UBC launches.

Are you familiar with Confucius’ quote?
“I hear and I forget. I see and I remember. I do and I understand.”

After reading Michelle Holmes’ blog, I searched up other guerrilla marketing campaigns.
Guerrilla advertisements are eye catching due to their creative and unconventional nature. The most successful guerrilla campaigns capture the audience’s attention and creates a lingering psychological impact.

Here are two of my favourites out of 80 amazing guerrilla marketing ideas:
http://blogof.francescomugnai.com/2009/11/the-80-best-guerrilla-marketing-ideas-ive-ever-seen/

This innovative advertisement effectively sends their message to their target market. Instead of placing this message on a typical billboard, placing it on a garbage can ashtray top makes sure that the message is conveyed to the intended target market. The sight of a cigarette touching the “iris of the eye” on the garbage gave me goosebumps –and the psychological impact will definitely linger in my mind for a while.

The second powerful advertisement I chose also provides a similar emotional impact. Imagine shopping for groceries, and every time you drop an item in your cart, you see this hungry boy hoping for food. If I were this consumer, I would definitely get the cue to give. This campaign triggers thoughts such as, “if I have the ability to purchase these items, I have the ability to give to a hungry child.”

I’m sure those who attended Comm 291 have already seen this advertisement shown by professor Berkowitz. Upon seeing this local newspaper advertisement for boxing day 2011, I was shocked because I expected a company as large as Nike to be able to professionally display a simple advertisement like this. They made not one, but two extremely careless errors.

In class, we briefly discussed the importance of grammar. Failure to display proper grammar  largely affects the professionalism, and in turn, negatively affects the reputation of a company. How does this affect the company? “Grammatical mistakes make you look less than competent. They don’t instill trust in the prospect (one of the main goals of advertising) and it is embarrassing for the company.” http://www.postcardmania.com/marketing_articles/article/articleID/181/

It is reality that the sales of a company is largely determined by the marketing strategies performed. However, even though Nike failed to display professionalism in their boxing day advertisement, I continue to trust their products. My views have changed simply for the carelessness of the individuals who were responsible for proofreading the advertisements, not the product lines itself.

The tragedy that recently struck Japan broke the hearts of many–whether it be a personal loss or the feeling of empathy. The disaster; so unexpected, yet inevitable. It reminds me of the life in Vancouver. It seems as if we have been awaiting the overdue “big earthquake” for years. Every time the commotion of a destructive tragedy spreads across the world, I am filled with fear. With time, this feeling of fear subsides…yet it can be easily ignited.

I’ve thought about what I would do if the dreaded change were to occur. I’ve asked the most important people in my life how they would react. Yes, there is no doubt we should be prepared for inevitable change. But today, we should be seeking the constants we have: Unchanging Love, Everlasting Friendships, Unbreakable Bonds. These are the constants that I should live by each and every day. They make my life beautiful regardless of how much time is left between us. And we are so blessed with each and every moment given to us.

Thank you for reminding me of life’s greatest treasures.

The Richmond Zellers is suffering from mice infestation.
http://www.ctvbc.ctv.ca/servlet/an/local/CTVNews/20100521/bc_zellers_infestation_100521/20100521?hub=BritishColumbiaHome

This poses a threat to the food consumers. It appears that Zellers and the Vancouver Coastal Health(VCH)  have been aware of the situation since September 2009. The infestation remains after 8 months, and contaminated food continues to be sold. Why haven’t Zellers and VCH taken action? They claim that it is difficult to eliminate the mice, but why must Zellers continue selling contaminated products? This issue not only negatively affects their reputation, but it also threatens consumer’s health.

With further research, I discovered Burnaby Zellers is also suffering.

http://www.burnabynow.com/health/story.html?id=3062454

After confrontation by a customer who found a mouse buried inside his loaf of bread, Zellers attempts to satisfy him with a $100 gift-card. The bribe cannot cover up the mistake. Zellers noted that “the health of [their] customers is priority.” If that is the case, then they would cease the sales of food products until the store is sanitary. Unless, Zellers values their sales more than the health of customers. Zellers should accept their weaknesses and create policies to improve their sanitation. Meanwhile, the company should not undergo any proposals of selling fresh foods. Otherwise, their unsanitary reputation will continue to threaten their business.

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