We had the great serendipitous fortune that our assignment corresponded with the opening of the first Target locations in Vancouver. I heard about Target from those who had shopped there in the States and had a positive experience. Once expansion plans were announced and the stores were set to open in Canada, I started to hear more and more about Target. Word of mouth was positive, and Target definitely succeeded in creating a buzz. I found all of their products were very competitively priced and I would likely shop there if the store was more accessible from my location.

I learned to see “cheap” products not as poor quality, but rather as a valuable offering to a certain segment valuing efficiency and utility. Lack of up-scale service and extraneous features was a deliberate strategy to serve a consumer desire for ease and simplicity.

We received a few lessons in project management and video production. It took far longer to shoot a scene than we anticipated. Human error has a funny way of sneaking in and dragging out timelines. It’s not as easy to memorize lines and act on camera as the pros make it look. Even though we weren’t able to shoot the whole video in Target as we had planned, we still managed to bring the store experience to the screen by taking some pictures and adding video footage with creative editing. If you’re curious, you can check out our video at the following link:

https://www.youtube.com/watch?v=09g1B8YddQw

3D Printed Shoes: The Instant Shoe Concept Proposes Perfectly Tailored Footwear

Technology is progressing such that we are suddenly able to 3D print personal products from vending machines adapted to each individual’s particular genetic make-up.

3D Printed Casts are Changing the Way Bones are Healed

Simplified, user friendly and opensource software is available that increasingly allows consumers to either design their own products or alter an existing design to order highly customized products. As desktop 3D printers become cheaper and more prevalent, a growing consumer base will demand virtual products they can print out themselves without having to interact with a physical store.

Cubify Desktop 3D Printer

This type of practice is already commonplace design world as it allows the exploration of a wider range of possibilities as in futuristic home-printed apparel.

The Freedom of Creation Textiles Shown Permanently at MoMA

Dita Von Teese fully articulated 3D Dress was Created Specially for the Model

In this emerging market, segmentation becomes more extreme and more critical. Competitive advantage can be achieved by moving from targeting broad demographics to targeting specific individuals and focusing intently on maximizing and expanding their identity. Global, virtual shopping behaviours lower the barriers to matching niche companies with highly specified consumers. This is especially true in light of mass data and machine learning capabilities which can be harnessed to target behavioural habits.This type of differentiated strategy enables the company to position itself so that it uniquely solves the problems of its targeted consumer set and avoids the need to engage in competitive price wars with other firms.

Lego has created a campaign which segments the market based on gender. The process of segmentation inevitably has far reaching societal impact because of the pervasiveness of commercial products. The degree of influence over targeted children is far more critical than it would be in adults as they are in the process of developing patterns of thought that will stay with them the rest of their lives.

Essentially any segmentation of the population results in the creation of cultural stereotypes which inform our perceptions of each other. The process is inherently distancing; it threatens to lessen our connections to each other. It erodes our awareness of the fundamental truth of our shared humanity. The danger arises when people fail to put in the effort to truly get to the individual and revert to accepted norms. When we are trained to identify with our own “in” group then we perceive outsiders as lesser.

A little girl who is conditioned to choose the pink product to reinforce her gender identity will have greater difficulties down the road if this identity is threatened in some way through encounters with non-traditional behaviours, or desires that are not heteronormal. It also causes her to shy away from products targeted at boys which can be crucial in developing the hands-on skills and spatial problem solving abilities needed later on for careers in lucrative male-dominate industries.. While the product seems to satisfy an existing demand niche for “girly” toys, these practices feed established oppressive patterns of patriarchy. The marketers have the power to influence the next generation and create a more equitable society, so perhaps they also have the responsibility to do so. Of course, consumers also have a responsibility to careful scrutinize, educate their children and vote with their purchasing power

One of the most effective new platforms to reach your tribe is through crowdfunding sites (indiegogo, kickstarter, changemakers, pave, crowdfunder, selfstarter, angellist, launchrock, gofundme ectcetra). This emerging field positions marketing at the core of the financial strategy.

Because a tangible business product does not yet exist, a crowdfunded investor pitch is about selling a vision. The consumer is involved more intimately in the whole business process and new avenues of engagement present themselves. It becomes increasingly critical to influence, inspire, and move to action.

The media campaign for crowdfunders is based around an online viral video telling the venture’s story. Although there is a product vision, reward offerings and pricing strategy to consider, the most prominent marketing component is the promotion aspect of the storyline comparing what is to what could be  For me the content structure is reminiscent of a ted talk or inspirational speaker. They usually touch subject matter suggested by the content marketer’s essential guide to the 21 types of content we all crave. The stories are delivered with imagery, realism and appropriate regard to context and audience so as to be psychologically pleasing.They often represent extreme niche positions that are adeptly framed.

Throughout our history the human brain has evolved to remember, interpret and share information through stories. Tribal leadership can be one of the most affecting ways to influence a broad audience and create a loyal following. It is about knowing where your value lies and targeting a specific segment so that you can focus your effort on connecting deeply with people who will then become your spokespeople.

It starts with the courage to take on the form of a leader, to be accountable for the uplifting as well as the potentially damaging attributes of the existing tribe and to embody them fully in a way that makes them visible and readily accessible to the curious onlooker. This transparent, honest embodiment is what attracts newcomers and allows them to connect to the message.

If you are authentic and find your true purpose, I can guarantee that there are people out there with whom your passion will resonate.  If you can communicate your vision effectively in a way that affects people then they will help you to achieve it.

Our modern society has created new ways to connect based on even the most obscure personal interest, so there’s no reason not to speak your truth and find your tribe.   Take control of your mind, stop listening to your insecurities and take a bold stand. Celebrate your quirks; it gives everyone that you touch permission to do the same.  Everyone needs an excuse to live out loud, and we’re grateful to those who provide the opportunity. Commerce is fundamentally an exchange, so if you create this experience of value for someone else, they will reciprocate and nourish your venture with the financial support and energy to nourish its growth organically.

Marketers often get a bad reputation for being salespeople of overtly commercial values. If examined at the superficial level seen in television ads and billboards there are plenty of examples of unethical behaviour. For example, advertisers may raise fears for the audience’s health if they don’t purchase the product, or rely on sexually explicit images to generate interest rather than the virtues of the product itself. Thankfully persuasion can be more effectively accomplished through positive associations than through fear. A brand that creates true value does not have to resort to fear based tactics. In fact ethical behaviour creates goodwill and fosters consumer loyalty. The most widespread example is exemplified in eco-branding strategies.

Marketing is so much more. Marketing at its core is all about communication. Relationships and people are the focus. Any healthy relationship contributes something to both participants and improves society at large.

When marketers study the human psyche and master of the art of persuasion, they gain the ability to exert undue influence over the vulnerable minds of the untrained public. This creates a power imbalance. To keep marketers honest and cognizant of their responsibility the approach must be value centric. In any sphere, success comes from a commitment to a practice of mindfulness. In marketing increased awareness will increase responsiveness to consumer needs.

A value based approach to marketing is an act of service. The consumer must enter the relationship by choice and will only stay long-term if their needs are met. The best approach to ensure loyalty is to engage emotionally with the consumer. Our emotions left unchecked permeate our thoughts which determine our actions and ultimately model our behaviour. To achieve a great emotional connection requires a tremendous act of emotional leadership from the marketer to allow themselves to be vulnerable and empathize in the style of Dr. Brene Brown.