Month: October 2010

Here is one TV commercial from Whistler Blackcomb for the 2010-2011 winter season.

Like many people in Vancouver/British Columbia, I can’t wait to get on the slopes for the first time this season! Apparently, the snow is falling at a good pace; let’s hope it stays this way! Anyhow, I wanted to see what was Whistler Blackcomb’s approach to its consumers this year.

I know TVcommercials are only a part of their marketing strategy, but I think it is still an important element of it. Mainly, this ad emphasize the fact that buying tickets, trip packages, passes or “Edge cards” early makes you save money in the long run. This is a current practice in the ski and board industry. I’m pretty sure it is also a very effective practice because it insures mountain resort owners a certain and secure early revenue on which they can build their strategy and manage their advertising efforts afterwhile.

The concept with the videos inserted in boxes is interesting. Transitions are easily and efficiently done this way. Also, the commercial is really short (16 seconds) which is a mean to reduce costs because TV broadcasting time is quite expensive. Even though the ad doesn’t last long, Whistler Blackcomb succeeds into delivering its message appropriately. Personally, I would have liked to see more landscapes of Whistler because I’ve never been there, but I think this commercial principally target consumers who generally know the mountain well because they live in the region.

For the people who have never experienced Whistler Blackcomb, it may be more like a teaser to attract them to the resort in order for them to see the actual beauty of the landscapes and to taste the pleasure the slopes provide!! I think I’ll be part of those who will fall in the “trap”, if there is actually one!

Trendwatching.com, in their August 2010 Briefing called “Innovation Insanity”, reported 67 innovations from around the world spotted by their sister company Springwise.com. These are the most promising and creative of the year according to them.

One of these amazing innovations actually caught my attention. The Spanish chain restaurant Fresc Co, which owns and operates 40 establishments in Spain, have started a couple of months ago to give two-hour sessions of English classes. The interesting concept is that it is provided while people are eating and that it is free from supplemental charges (for the moment). These courses are intended for business people to develop their everyday English skills.

I think this idea is a great way to increase sales while developing a strong brand reputation/recognition. I believe many people who experience this concept will probably become loyal customers or, at least, spread the word through positive word-of-mouth. I am convinced of that because I know I would participate in such a program if it existed in a similar form where I live.

Speaking of that, it will be interesting to see what effect this innovation will have on the competitors’ offering. Will they copy the concept? Adapt it? Improve it?

The next three videos are men commercials from H&M for the 2010 Fall season. I came up with the idea of looking up for their ads because of a purchase I made there not so long ago. I have bought a nice jacket for Vancouver’s particular weather and, I have to admit it, it has been an impulsive expense. I saw the coat in the store, fell in love with it, and told myself I really needed one even if it was not entirely true! I’m guilty,  but I can live with that!

For two years approximately, I have been enjoying shopping  at this store for their relatively low prices and the trendy look of their clothes. Nonetheless, I couldn’t remember having seen one of their commercials on TV; hence, I decided to investigate and find some of their most recent ads.

A man standing in an all-mirror booth trying on new clothes or getting ready to go somewhere; the concept is quite simple. Perhaps, it is too simple. Personally, these commercials don’t appeal to me. It may for a majority of their target market, maybe. But I suspect, by the lenght of the ads, that they are intended to be played often during precised TV shows, even twice during a single commercial. Hence, I think the objective of this campaign is to engrave the H&M name and logo inside the viewers’ heads by repetition.

H&M, like Zara, is part of the Fast-Fashion industry which rotates its stock every month, approximately, rather than every season. For this industry, timing is a crucial element.

Visit my university: HEC Montreal.

Even though there is a lot missing in the video about Montreal, this is an idea of life in my city! Enjoy!