Often when you receive unexpected mail from TELUS, your first reaction is to throw it away. Direct mail marketing involves sending an offer, announcement, reminder or other item to a physical or virtual address. It’s one of the most commonly used and effective types of direct marketing because it provides a one to one communication between the company and a potential customer. However, there is a cost to direct mail marketing, literally. Direct mail marketing is much more expensive than television advertisements or taking out an advertisement in your local paper. However, a company can target certain types of customers specifically, it can be personalized and it’s customizable. This very traditional type of direct marketing may soon be replaced with another type of direct marketing: Mobile Phone Marketing. With more than 270 million Americas and 20 million Canadians carrying mobile electronic devices, may modern markets refer to mobile phones as the next big direct marketing medium. However, TELUS isn’t ready to quite give up on the old standard of Direct Marketing. Recently, TELUS was awarded the Mobius Awards’ direct marketing FIRST PLACE position in the Services category (Details available at : http://www.designhq.com/telus-creative-partnerships-drm.html). Their direct mail gift/information package for high-level executives and companion piece for TELUS employees that reinforces TELUS branding impressed judges showing that despite the increase in Posted in Uncategorized | 1 Reply

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With over 100 billion dollars in liquid cash and the fact that Apple products seem to fly off the shelf faster than you can say IPhone, you would think that Apple’s marketing budget would be off the charts!  But as my classmate Maggie states in “The Power of Word Of Mouth (https://blogs.ubc.ca/margaretsmarketingmix/2012/01/10/the-power-of-word-of-mouth/),” often our decision to gravitate towards a certain product stems from delighted friends who are now brand advocates.  Apple is a company that has benefited from this word of mouth marketing in a big way.  For example when the Giants won the super bowl the first thing many NFL players did was take out their IPhones and take pictures sharing the positive energy and excitement with loved ones and friends.  Apple didn’t pay a single dollar for advertising at the super bowl but the amount of free exposure the IPhone got from NFL players, many of who are opinion leaders for millions of fans watching across the world, was worth millions of dollars.  I’m sure that this rare marketing opportunity was unplanned but as long as people continue to use Apple products to capture the most amazing parts of their lives the company won’t have to ever spend even a dollar on marketing.

See original Post: http://www.tuaw.com/2012/02/07/apple-enjoys-free-super-bowl-advertising-courtesy-of-ny-giants/

In response to Chris Hui’s Blog (https://blogs.ubc.ca/chrishui/2012/01/14/hello-world/), I decided to reflect on the recent purchases I have made as a consumer and how I am affected by marketing.  After a bit of self-reflection, I came to the conclusion that out of the 4 p’s of marketing I am most affected by the Product category.  For example, when the cap of my old water bottle cracked I realized I needed a new water bottle.  I went about searching for information on water bottles, and spend a considerable amount of time comparing consumer reviews of how satisfied customers were with their purchases in terms of functionality.  I ended up buying a CAMELBAK podium water bottle because it has an Innovative, self-sealing Jet ValveTM eliminates splatters and spills and it was 100% BPA-Free (http://www.camelbak.com/Military-Tactical/Bottles/Podium-Bottle-21oz.aspx) It was more expensive than a some alternative water bottles but the value I derived from using it every day is well worth the extra cost, leaving me a delighted customer and  advocate of CAMELBAK water bottles.

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I found Jenny’s in class example of marketing teams trying to position carrots in consumer’s minds as cool by putting them in pouches resembling snack food packaging very interesting.  Later that day, I tried to think of other examples of products that have tried similar marketing strategies.  I thought back to when I was a kid and what I use to commonly eat.  Then I remembered yogurt tubes.  The portable and colourful packaging made Yoplait GoGurt Tubes convenient to pack in lunch containers and eat on the go.  They were healthy and tasted good, especially when you froze them like a Popsicle so you could chew on them. Furthermore, the supporting ads on television enticed young views with cartoon characters that promoted being sporty, exciting and cool.

However, did the overwhelming radical new image of yogurt created by Yoplait GoGurt marketing division steer consumer’s attention away from what was really important?  The article placed in the link below states that Yoplait GoGurt products are overpriced and unhealthy.  Reading this article made me wonder if maybe consumers are too naive to fully understand the power and lasting effects marketing has over our daily lives and decisions.  Given that corporations are spending millions of dollars on marketing strategies to affect consumer behaviour, it could be argued that it is becoming increasingly difficult for consumers to make the right decisions that fit their personal values when it comes to choosing which products to consume.

Link to blog post on Yoplait GoGurt: http://www.consumethisfirst.com/2011/01/05/worst-food-of-the-week-yogurt-tubes/

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