In the past few months, I’ve noticed that more and more retailers are utilizing the page option on Facebook as part of their marketing. As an avid consumer, I have signed up for several email updates from companies such as Chapters and Bench as well as liked their pages on Facebook. Given that many people use and spend a lot of their time on Facebook now, it is an effective way beyond traditional means to reach out to customers – especially for turning one time consumers into advocates or at least loyal customers. At the beginning the retailers often began with a contest that they advertised in order to build a presence first.
Source: http://letterstotwilight.wordpress.com/2009/02/21/2nd-hand-embarassed-its-getting-worse-yall/
On the marketing aspect of Twilight (not just the book – which except for the first book, I think, are all hardcovers – which are more expensive and generally thicker). In looking at why Twilight was so popular, mostly with teens:
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Advertisements on Buses
In Hong Kong, there is a large population of people living on a relatively small expanse of land. As a result, public transit has flourished. Taking advantage of that, many companies market in public transit. This includes advertisements/commercials on the exterior and interior of the vehicles as well as at bus stops. This placement is more effective for places with high population density.
As part of promotion (communication), buses basically allow for a moving billboard, and the use and design of such ads can create lasting impressions on a great variety of people every day. In places similar to urban Hong Kong, buses are always seen repeatedly (multiple exposures) by multitudes of the population everyday. By choosing buses that take routes through areas where the target market may be more densely populated, the repetition of seeing the ad every day would likely at least bring the product to their attention. Narrowing towards the target market, however, would likely be done through the design more than the place.
Some examples:
Nikon
Source: http://www.hemmy.net/images/arts/interestingbusads00.jpg
and Axe.
Source: http://www.hemmy.net/images/arts/interestingbusads12.jpg
In Vancouver, buses are used but not to the extent as in Hong Kong. There simply aren’t as many buses or people. Vancouver’s population is far more spread out and, I believe, has less youth relatively. This, I think, is reflected in the ads that are used. There are fewer and far less variety. Many of them seem to come from NPOs or cellphone service providers, and it isn’t rare to see buses without any ads at all.
I suppose of the four P’s discussed in class (of the marketing mix), this would fall under promotion as a method for promotion.