laurenchimko

After reading both Heidi and Shayla’s posts on celebrity endorsements – I attempted to think back to the last time I was influenced by an advertisement that incorporated a celebrity’s use of a product. Was I affected? Did I feel encouraged to go purchase the product in order to feel connected to the person? Yes and no. I personally am more affected by a particular star’s overall style and preferences as opposed to what I might see them using in an obviously planned out advertisement, such as in a magazine or on TV. Some brands do this by sending celebrities free garments and accessories, with the hopes that they will be photographed wearing them. I find this to be a more effective means or promotion than generic advertisements (like the Vanessa Hudgens Neutrogena ad mentioned by Shayla).  I agree with Heidi’s point of these advertisements really needing to match a particular celebrity to a product based on personality to be successful. Her examples with the fragrances were spot on.

I realized just how important matching potential celebrities to a brand can be while working on our recent group project for Comm296. My team was analyzing WestJet’s marketing mix, and during a brainstorming session we considered introducing celebrity endorsement as a way to enhance the company’s promotion strategies. Our first requirement was a Canadian, as WestJet is a Canadian company it only made sense. We then realized we couldn’t select just anyone. For example, Drake doesn’t line up with WestJet’s values, and Justin Bieber has become much too famous to be restricted to an airline that has no first class section – this would introduce all sorts of privacy and safety issues. After shouting out names of all the famous Canadians we knew, we decided that our best options were either a well-known Canadian athlete such as a hockey player, or an up-and-comer in entertainment such as the young Carly Rae Jepson from Mission, BC.

Having a celebrity represent one’s brand can attract a lot of attention, so it’s extremely important that the star’s personality and actions line up with the brand’s values and positioning statement in order to promote the product in the best way possible.

As I look forward to pursuing my studies and a career in marketing – I would like to take a moment to praise one of the strongest marketed brands in athletics – Nike. Matt Ho, a fellow classmate of Comm296 writes about Nike’s movement to be the official supplier of NFL uniforms. I learned from Matt’s post that Nike currently sponsors many BCS college football teams, so as far as I can see, taking on the NFL is the next big step.

With their new role as official supplier for the NFL I see two main opportunities with respect to Nike’s promotional strategies. One comes along with their position; as the supplier their logo will be all over jerseys and NFL paraphernalia, generating mass amounts of promotion for brand awareness on TV for them. The contract is 5 years, so this adds up to tons of airtime directed to all those football fans out there, who are obviously most likely to go out and purchase official jerseys. Another opportunity for Nike is an expansion of what Matt refer’s to as making a “splash on football fashionistas.” But they can do more than just tweak the pre-existing jerseys. Nike will now have the opportunity to create new product lines such as athletic t-shirts with team logos and players names across the back, or sweaters specific to each team based on colours etc. This strategy can appeal to more than the regular target market of jersey-wearing sports fans. These new product lines could potentially appeal to women (more than the unisex jerseys do) as well as people who want to purchase garments that represent their hometown or favourite team without paying the high price for a jersey, but having a lower cost alternative instead. They are pursuing this through their “Elite 51 Sideline Collection”.

Nike continues to reign over the athletic wear industry. Although this deal is huge, it’s just another notch on their marketing bedpost.

The importance of labeling products can be seen by students’ ability to recognize various logos and brands by seeing only a small portion of the full picture (as in class). Firms plan out every last detail of packaging in order to make a product as desirable and memorable as possible. Today, all across the world people can recognize the famous Coca Cola and Pepsi logos. Would you still be attracted to that shiny red can of coke if it had a cancer warning stamped across the label? Getting deathly (pun intended!) close to crossing health regulations, Coca Cola and Pepsi have both had to change their manufacturing process in order to avoid the need to have a cancer warning on packaging.

Just how much would these massive soft drink companies suffer, if they had to have a label on their product suggesting that it is linked with cancer? Similar to the tobacco industry, we could expect a general trend away from such soft drinks, with the increase in society’s concern for health taking part as well. But has the damage already been done? Like smokers who disregard the loud warnings on cigarette packages, will current consumers remain loyal to Coca Cola and Pepsi?

Because this potential cancer warning could be disastrous for the firms, they have thus far decided to alter their manufacturing process in order to avoid the requirement for the caution label. A seemingly good decision for both the company and society, but perhaps a long term goal would be engage in societal marketing, and seek to create a new soft drink that is a healthier option overall.

http://www.montrealgazette.com/health/Coke+Pepsi+change+production+process+California+after+cancer+warning/6277328/story.html

We’ve all heard a million Blackberry vs. iPhone and RIM vs. Apple arguments, and seen thousands of related blog posts (scroll down, and I think you’ll find that it’s a topic I’ve already visited), but I can’t resist. Although I love Apple and their products, my blackberry holds a special place in my heart. While watching the Superbowl yesterday, I saw a blackberry advertisement that finally made me proud to be a supporter of RIM. It’s based on two brothers who are DJs and music producers, and they discuss the advantages of using blackberries with their fast-paced trendy careers.

I came across a blog post on ThePursoot that criticizes the advertisement, saying there is “nothing memorable about this commercial,” and that the new brand ambassadors lack charisma.

Not only does this ad appeal to a younger crowd, but at the same time it attracts consumers with ambition. Using a combination of demographic (age 18 – 30 [ready to pursue career]), psychographic (ambitious personality), and behavioural (benefits sought) marketing, Blackberry reaches out to a specific group of consumers. My favourite line in the ad is when they say that the product is a “tool, not a toy.” I have always felt that the main thing drawing me to an iPhone is the ‘fun factor’. Apps, games, quick internet and a great camera are some of the features where Apple is superior to RIM. This advertisement with the Martinez brothers reminded me that a phone (in my world) is a tool for business. The blackberry is a world phone, so it is good for travel. It is great for contacts, calendars and quick simple access to email. You may not be able to play with SIRI asking random obscure questions to see how much knowledge your device has, but I really have better things to do with my time.

If Blackberry is able to pursue this marketing angle, combining both the business and trend value of their product to a younger, creative crowd, they may be able to retain a large portion of their consumers, who are currently considering ‘switching over’.

https://www.youtube.com/watch?feature=player_embedded&v=SX3XaBaKRXs

Do it yourself products are trending, according to trendwatching.com, especially when it comes to health. I first noticed this to be true while surfing pinterest, an online pinboard where users can “pin” (favourite) photos and links in a variety of categories ranging from food, health, fashion, sports, travel, to architecture and more. One category that seems to be expanding is the DIY section. Based on the content I have seen I would estimate that majority of pinterest users are females from 20 – 50 years old. A large portion of the DIY section is often dedicated to crafts, decorations, clothes, and household goods. Another category that is frequently updated is fitness and health. There are tons of posts that link to work out routines, healthy eating options, and motivational sayings.

What I have observed on pinterest fuses to create what I read on trendwatching.com. DIY health products are indeed a massive upcoming consumer trend. According to the article, consumers are “keen on preventing, examining, improving, monitoring and managing their health”. The main source of this is recognized as smart phone applications. Yes, there’s an app for that. Trendwatching says that the Apple App Store currently has 9,000 health-related apps. Along with the obvious health benefits when downloading and using an app properly, I believe that consumers enjoy DIY health options because it’s fun! Apps are fun, and having the ability to set goals turns it all into a game. For cardio/diet apps, users can set weight goals, count calories, track fitness, and view progress charts and reports. Along with the game-like features of being able to work toward goals through challenges, the instant feedback is attractive. We live in an instant gratification society, and users don’t want to wait to see physical results, they enjoy knowing that they are on the right track, which their smart phone will tell them!

Creators of these apps should keep ’em coming, because if Trendwatching is right (which I truly believe they are), the DIY trend is just getting started.

My final year of high school was the most stressful year of my life thus far. I was overwhelmed by post secondary applications: where to go, and what to study. There were so many uncertainties. I had heard so many horror stories about first-year university, as well as success stories of people who had achieved their ambitions by means of  ‘street smarts’. This all made me want to just avoid school at all costs. Needless to say, I followed through with the application process, and before I knew it, I myself was a first year Sauderite.

The greatest lesson I ever learned, although too late to be useful in the decision making process, helps me get through each day of school. Street smarts are gained in school. Contrary to popular belief and the name “street” smarts itself; useful tips and knowledge one picks up that are helpful on their journey of success are gained in school – not actually on the streets.

Whilst gaining an education is useful itself for obvious reasons, little things are learned along the way which help prepare students for the real world and work force. Some examples of street smarts that are gained in school:

1. How to handle deadlines
2. How to manage time
3. How to prioritize
4. How to work in groups
5. How to make yourself more attractive to superiors

None of these things have to do with course material, calculations, or economic theories. They are practices that us students encounter by going to class every day, completing assignments, and studying for exams. Meeting deadlines is key to being successful in any workplace. Getting experience cramming our calculus assignments and lyryx labs into the minutes before they’re due gives students a taste of what’s to come with large-scale projects. This leads to time management. There are only 24 hours in a day, and when you spend 1/3 of the hours asleep, and 1/4 in class – it is important to be efficient with the remaining hours of the day. Therefore, students learn how to prioritize. Being a college student is not just about going to class. There is definitely a prominent social aspect, and balancing this with school and extracurriculars is a challenge that no individual on the “street” would experience. No one without a proper university level education has taken on a Gateman midterm – and that in itself is its own experience. Another valuable street smart gained through post secondary is working in groups. In the workplace, the ability to work with others is imperative. Every organization has some sort of chain of command or team work component. Getting a taste of this in university is a good taste of what’s to come in the future. Lastly, and possibly most importantly: sucking up. Okay, not necessarily sucking up – but doing whatever you have to do to make yourself look attractive to your superiors. Forming relationships with professors which may in turn influence your marks is very similar to having that same bond with an employer when lining up for a promotion. This is also about learning how to walk, talk, and present yourself in general.

1. Don’t do it with a best friend.
2. Don’t do it without a business plan.
3. Don’t do something you know nothing about.

The now popular “Cupcake Girls“ broke all three of these rules, defying doubts, and exceeding expectations. The main concepts through which they excelled were entrepreneurship, marketing, and being passionate. Although having passion for your job is not a direct course concept, it is an obvious implication of career people in all different areas.

The two girls Heather White and Laurie Joyce started their own business with little to no indication that it would be so successful. They were lucky enough to get a television spot on the W Network – allowing them more popularity than any simple newspaper or bus ad marketing campaign could have ever generated. Fame greatly contributed to the success of their business as they have grown to run three corporate bakeries and three franchise bakeries in the lower mainland. Above all, it was their passion for their new careers that drove them to their success. They shared a desire to be a part of a fun business that would “return [them] to simpler times.”

http://www.wnetwork.com/Shows/TheCupcakeGirls/CharacterBios.aspx

Uploaded to Youtube only a month ago, T-Mobile’s Flash Mob at Heathrow Airport video has obtained over 4.7 MILLION views.

Effective marketing?

I think so.

The flash mob performed live in London, was televised in the UK, and proceeded to go viral on all sorts of social media. The video consists of a musical theatre routine sung to unsuspecting travellers at Heathrow Airport. Generally when flash mobs occur, nobody knows what their purpose is, as they lack the expected ‘shameless advertising.’ In T-Mobile’s case, though, they put on a brilliant spectacle, leaving viewers wanting more. Consumers immediately tuned in and logged-on, generating 4.7 million views in less than a month.

Fellow blogger Amos Yeo (whose blog I would recommend for a variety of marketing/social media articles and posts), suggests that T-Mobile’s success, differentiating them from other flash mob attempts, comes from the direct link to their campaign slogan: “Life’s for Sharing.” They indeed shared joy, talent, and fun, with all the lucky passers-by at Heathrow that day. Along with this mentions T-Mobile’s consistency, as this is not their first flash mob production.

As stated by Saatchi and Saatchi London, the event turned into over £1 million equivalent of free PR work, as well as led to 129% return-on-investment

Enjoy.

Thanks to Amos at http://www.penn-olson.com/2010/11/17/t-mobile-flash-mob/

As seen in case three, sponsorship rights to major events can be extremely costly. A number of reasons make the high price worthwhile, such as

• # of spectators expected
• Projected raise of brand recognition/awareness
• Accessibility of advertisements and/or the event via technology improvements (whether on TV or online)
• Consumers’ association of the product with a sporting event – promoting healthy lifestyle, excitement, and correlation to professional athletes, often role models.

Although seemingly awesome, official sponsors often encounter setbacks in such sponsorship endeavours, from the likes of ambush marketing schemes, that appear to be directly involved with the event as well.

Famous examples:

1. 1992 Barcelona Olympics: Reebok was the official sponsor of the games, but Nike sponsored press conferences with US basketball team.
2. 1996 Cricket World Cup: Coca Cola was the official sponsor of the tournament, but Pepsi got attention through campaign “there’s nothing official about it.”
3. 2010 FIFA World Cup: Budweiser was the official sponsor of the event, but Bavaria used female Dutch fans to in the crowd to promote their brand.

Since the companies involved generally try to implement legal methods when marketing their brands, the main question that arises is regarding ethics. When the company intentionally centers their campaign around an event with sponsors who paid large sums of money to be there – of course it is viewed as an injustice. But just as in show business, “no publicity is bad publicity,” and so firms will continue to market their brands with whatever means possible. Especially when they are able to reap the benefits listed above without a great price.

http://www.brandchannel.com/features_effect.asp?pf_id=98
http://ogilvyentertainmentblog.com/2010/07/bavaria-successfully-ambushes-budweiser-at-world-cup/
http://www.highbeam.com/doc/1P1-23662834.html

At age 5 I dreamed of being a waitress. By 11  my sights were set on becoming a dancer. At 15, a powerful business woman, and with the popularity of shows like Grey’s Anatomy, when I was 17 I imagined myself as a neurosurgeon.

Today I have found what I want to do with my life – in one 2 minute video.

This footage captured my attention and basically summed up everything that I want in life.

It also led me to discover Breakdance Project Uganda This initiative is a collaboration of everything that I am passionate about in life:

• dance
• teaching dance
• working with children
• supporting third world countries

Breakdance Project Uganda (BPU) is a form of social entrepreneurship, satisfying the definition by being an example of an organization that uses innovative techniques to promote positive change in a community. BPU started in February 2006 and uses hiphop as a tool to encourage social responsibility as well as educate children in Uganda.

The project led to the production and upcoming release of the movie “Bouncing Cats”, which will be at the Bahamas International Film Festival this upcoming Sunday, Dec. 5th.