So, for those of you who have yet to see this, and those of you who have seen it, but can’t get enough of it, here is an ad for The Amazing Race’s 17th season opener. It was released on September 7th, nineteen days prior to the show’s season premier.
The promo must’ve worked—according to CBS, “this was the best delivery for a season premiere of The Amazing Race since November 4, 2007” (which was 5 seasons ago).
The dining scene in downtown Vancouver has grown immensely within the past couple of months, catering to all different kinds of local foodies. For the casual, on-the-go eaters, street food vendors have been popping up all over the downtown core, selling more than just mini-donuts and lemonade. Everything from classic American favorites, like BBQ pulled pork sandwiches and fried oyster Po-boys, to fusion-inspired Korean tacos can be found on the streets of downtown Vancouver. The success of the majority of these new businesses is due to word of mouth marketing via Twitter and local food bloggers. These culinary entrepreneurs have turned to social media to market their products, often tweeting their daily specials, prices, location, and operating hours, while counting on rave reviews from the growing list of self-proclaimed food experts. So, the next time you’re shopping on Robson & Granville, walk down a few blocks, and try some of Vancouver’s finest (and, as some may argue, priciest) food. Check out http://vancouverstreeteats.ca/ for more info.
So a couple of years ago, Nestlé came out with a great commercial for Smarties, which featured local Canadian talent. Six different singers, corresponding to the six different colored Smarties, sang their rendition of Sly & The Family Stone’s “Everyday People”, which was then compiled into a 30 second commercial that also featured four musicians, a dancer, and a beatboxer. Unlike other commercials being aired at the time, the featured artists were in fact, everyday people. Viewers could also view individual clips of the singers, and vote for their favorite act/color online. The winner’s commercial would then air in it’s entirety (ie: without featuring the other singers). Now, did the commercial lead to an increase in Canadian Smarties sales? Maybe. More importantly, the commercial made the Smarties brand about more than just chocolate. It cultivated a greater connection between the product and the consumer. Once viewers went online and voted, they became somewhat of a Smarties advocate, having linked their favorite singer to a specific Smarties color. Shortly after, there were campaigns on Facebook and Youtube, encouraging people to “Vote RED” or “Go Green!” Overall, the ad was a success. I think a commercial reminiscent of the Smarties hit would do well in 2010, especially with the growing trend of social media advertising and song covers (aka Glee). It won’t be long before a different brand launches a nationwide casting call for the next “everyday” sensation.
Names are important. When you want to make connections with other people, and actually create some sort of relationship, you exchange names; in most cases, it’s a given. Well, it doesn’t just end there. Businesses who are looking to build valuable relationships with their customers are playing the name game too. As referred to in class and in the textbook, within the past decade, there has been a transition in customer orientation from transactional to relationship-based. In layman’s terms: it’s not just about selling a product. It’s about building a relationship with that person who’s buying your product, so that they will either come back, or spread the word . At Lululemon, for example, Educators write customers’ names on the whiteboards attached to the fitting room doors. That way, you can be called by your given name, rather than, “the guy in the blue hoodie.” When I was a barista at Starbucks, I often wrote the names of customers on their cups. Yeah, sure, it was mostly for organizational purposes, but I found that most customers appreciated a personalized labeling system. On one occasion, when asked for her name, one girl joked, “Special Stuff.” It was charming. At that point, it wasn’t just about her coffee order… or her name, really. It was about creating a welcoming environment that she, and other customers, would be more than happy to return to. So, yes, names are important. You know what’s even more important? Remembering them.