edward

Marketing was indeed my most fond and favourite course. The content we were required to learn was a handful, however it was fun and interesting. I found that I could relate with many of the topics we covered, through the things I have done in the past. The ability to apply these concepts outside of the classroom is marvellous, and it is crazy to see how analytical I could get from monitoring simple purchase behaviours.

The group project in the course, more specifically the assignments we were given, allowed us to apply these concepts we learnt in class. I found it to be helpful in activating the creative sides of our brains and connecting them with marketing. Sometimes brilliant ideas come from “mistakes”!

Applying the marketing concepts we have learned, I now view things with two different sides: how the manufacturer/retailer wants you to see it, and how the consumer actually sees it. I find myself criticizing marketing tactics all the time, whether at the shopping mall, online, or through these marketing blogs! I believe that these simple actions are of value, and may lead to a journey of perfecting marketing campaigns.

I truly appreciate what COMM 296 has taught me, and I hope that I have taken everything I could out of it. I can see myself using these marketing concepts many many years down the road! Thank you for a great semester!

What did you just watch?

Robin Thicke, T.I., and Pharrell’s new marketing tactic aimed to gain popularity and attention in hopes that their music will be exposed to more people. You actually watched the rated version. Robin Thicke’s main release is almost the same video however with the female dancers being completely topless. Just in case you did not watch the music video, to describe it, one word can be used: Random.

We’ll, they definitely got my attention. But did I look for other music from them after my attention was grabbed by this video?

No, not purposely, but I did find myself clicking the link to Robin Thicke’s VEVO/Youtube channel where I was bombarded by all of his other music videos. I also have the song stuck in my head…

Maybe it’s because I am a huge fan of music, and already know about Robin Thicke, T.I., and Pharrell’s other music. If one were to watch this video without knowing who Robin Thicke, T.I., or Pharrell were, they would probably browse their music right after.

Robin also chose to show the words “#Thicke” on the screen every couple seconds throughout the video. This could be interpreted as a “hashtag” on Twitter, Instagram, and many other social media platforms of the current day. This shows that he is indeed looking for more popularity.

Apart from increasing attention to the three artists, the video itself may also cause many different views and opinions on Robin Thicke, T.I., and Pharrell.

In my opinion, I do not believe that the music video is anything wrong in our current society, however I do believe that Robin Thicke, T.I., and Pharrell could have raised the same amounts of attention through a proper music video as opposed to the pointlessness and randomness in this video.

Re: Grow Your Social Media Relationships with Storytelling by Monica Carter Tagore

Okay, your company Facebook page has over 500 likes. Now what?

Do these followers actually pay attention to what you post?

They are already interested in your business (shown from the “like”), so how can you further that interest?

Monica Carter Tagore, co-founder of Writer’s Living, has blogged about how important relationships with social media contacts truly are.

I completely agree with her opinions on storytelling has to be emotional, and how posts must connect with the reader emotionally in order to have meaning through the reader’s eyes. As an administrator of many Facebook Pages and Twitter accounts for my own companies, I constantly search for the perfect messages to post.

I always imagine being the reader of my posts and ensuring that there is that extra emotional connection in my message.

Creating that relationship is what brings contacts back and potentially becoming your client.

“Only the best pro-level riders in the world need a Vivid.”, RockShox announced through their Facebook page.

On March 8th, after announcing the amount of success and years of research and development gone into the new mouthwatering Vivid and Vivid Air shocks and hyping up the entire cycling community, RockShox stated that you can only purchase one if you are a part of the top UCI-ranked athletes.

Disappointment filled the online community, as many questioned RockShox’s business decision.

RockShox continued to release more qualified names daily, and on March 12, announced that the Vivid and Vivid Air shocks will be available to everyone starting May 2013.

So why did RockShox make it seem like they were only releasing these shocks to the top UCI-ranked athletes in the first place?

Did they change their mind because of the online controversy they started?

I believe that RockShox intended to make it seem like the Vivid and Vivid Air were shocks created for pro-level riders with the best technology available. They wanted to make everyone desire the shock, and once they decide to release it to the public, many purchases would be made.

Despite that RockShox will be making sales of the Vivid and Vivid Air to the average consumer, reading online posts and comments about this marketing decision, I have discovered that there are many who have been angered or insulted by RockShox and refuse to purchase the Vivid or Vivid Air even if they were looking for a new shock.

Personally, I believe that RockShox’s posts about having to be pro-level in order to purchase the shocks were unnecessary, and as a rider who may be upgrading my rear suspension in the near future, I will still consider the new Vivid and Vivid Air, even after all this debate.

In response to Chris Wong’s “Liar Liar Pants on Fire” blog post, I do concur with his opinions on how the LiveStrong’s marketing campaign is indeed ethical, with the conditions that they did not know about Mr. Armstrong’s use of illicit drugs. However, Chris then states how he still believes that the ethicality of the marketing scheme is still valid even if they knew of his illegal drug use, and compares it to the marketing strategies of Old Spice.

I do not agree with his opinion. The Old Spice campaign is much different compared to Lance Armstrong’s case. Mr. Armstrong is involved with illegal drugs, and thus did not deserve the amount of recognition he attained. Through my experience, the LiveStrong campaign is not mainly to promote Nike’s products, but to promote healthy living. Healthy living does not come from the use of illegal drugs. The Old Spice product marketing and belief is clearly one of humour, and is evident to society that a simple product cannot change your personality. It is clear to me that the comparison of these two marketing campaigns is not possible, as both of them are in different categories. This is why I do not agree with Chris’ view on how the LiveStrong campaign would still be ethical despite the fact that Nike had known of Mr. Armstrong’s scandal.

Whistler Mountain Bike Park has been producing and releasing videos as a part of their marketing campaign for the past couple years, and I have been a religious follower of these videos ever since the original Elements of Perfection project was launched.

Whistler Blackcomb has successfully differentiated themselves from other bike parks through the emotional connection they create with these videos. They chose to create a series of videos to be released every couple weeks, which keeps consumers excited and constantly thinking about riding at Whistler Blackcomb. Most of the videos begin with suspense and music that builds up excitement, showing scenes of Whistler’s finest terrain or atmospheric elements.

For an avid cyclist like myself, I find that these videos are so well produced that I could watch them on repeat for hours. I can truthfully connect with the mood and atmosphere Whistler Blackcomb is trying to portray through these videos, having been to the bike park a numerous times. These videos do not only attract new customers to the resort, however remind past consumers of the enjoyment they previously received from Whistler mountain, and urge them to return.

I can say that Whistler’s decision to produce these videos has been and continues to be of success, as I have always been dying to go bike at Whistler after watching any one of their videos. The enormous online cycling community that I am a part of, and in addition to my friends, we all agree that Whistler’s marketing campaign has brought them much more business.

Watch my favourite Elements of Perfection video below!

A flavoursome two-dollar beverage that can prevent the flu?

Vitaminwater sounds too goo to be true. Their marketing and advertising claims are subjects of ethical controversy, as Vitaminwater has been making many false claims.

Such claims include advertisements that states how “flu shots are so last year”, “more vitamin C, more immunity”, and how Vitaminwater supports a healthy immune system which ultimately prevents illness completely.

The majority of consumers would fall for these false claims, however more experienced consumers will indeed scan the nutrition label before purchasing a product that seems to be unbelievable.

Vitaminwater not only contains a minimal amount of vitamins, but more sugar than a can of pop and a ridiculous amount of calories per bottle.

So is it worth all that just to get a little bit of vitamins? Consumers can easily turn to eating healthier or taking a multivitamin for benefits without the side effects.

The false claims Vitaminwater has been making are subject to ethical debate. It is not morally proper to make claims such as how drinking Vitaminwater will prevent illness when the ingredients of Vitaminwater clearly suggest development of future health problems.

Vitaminwater must understand that many consumers do trust everything that is marketed to them. Theoretically, Vitaminwater could be causing many diseases and illnesses linked to the rapid consumption of Vitaminwater by consumers who truly believe of these claims.

Ethical marketing must be emphasized in the business community, as many consequences within consumers will eventually occur. Companies are unethically marketing their products in an attempt to create more profits, however they must think of the way they are treating consumers. Consumers are the ones who are buying their products, right?

Research in Motion (RIM) has been suffering an enormous loss recently, due to increased competition and advancements in technology that they cannot keep up with.

The Blackberry PlayBook is an example of on of RIM’s unwanted products, challenging other tablets in the market, more specifically Apple’s iPad. The PlayBook has received negative reviews, as it lacks many features other tablets offer. Research in Motion has also failed to provide software updates that upgrade the tablet.

Retailers around the globe are slashing prices for the PlayBook. There are many tablets in the market that offer many more features which are more appealing to consumers. Despite the affordability of the PlayBook after the price cut, consumers are still overlooking the PlayBook and leaning towards other tablets.

RIM is failing to identify consumer’s desires and needs, and producing products of little to no value. In addition, competitors such as Apple provide superior quality and service. Consumers may now consider purchasing the PlayBook as the price falls, however the high inventory pileup will take years to clear. If Research in Motion does not produce a new, attractive product, they will suffer an even greater fall in the future.

Society has developed an education hierarchy, which directly reflects the occupation one is qualified for. In addition to this type of classification, one’s network and family is key to one’s opportunities in their life span.

A recent article on the Globe and Mail suggests that 40 percent of the workforce has been employed by the same company their parents have been, or is currently associated with. Statistics have shown that children whose parents have high earning jobs are more likely to ultimately be a top employee at the same firm.

Opportunities are provided depending on one’s network of people. This creates a stable power structure within society’s workforce. A wealthy family is of much more aid and support to their children’s search for an occupation, as they can afford and provide much more. Education is also a strong factor when qualifying for jobs, and as a more well off family can afford better quality education, children belonging to these families are benefited greatly. Parents who have achieved great success and have earned it may also have a greater impact on their children’s development, promoting studies and hard work. The process society has created has truly disregarded equality and fairness.

Your name is hard to pronounce; don’t bother applying.

Although this isn’t the latest news, the Globe and Mail has recently published an article regarding this issue in the employment industry. Job recruiters in Canada are often discovered being more in favour to those with names of familiarity, rather than those who have foreign-sounding names.

Discrimination of this type is incredibly difficult to solve. When employers are faced with an unfamiliar name on a resume, the resume is often overlooked, and that applicant is not considered for the job. Hiring managers automatically conclude that foreign sounding names are those that do not have the communication abilities necessary.

Many employers cause this matter subconsciously, as society tends to prefer shortcuts. In attempts to avoid this issue, employers should request names of applicants to be stated at the end of an application form, or allow video resumes, in order to remove this unfairness.

The goals of a hiring manager are important, however, steps along the way are of much more value later on. Employers are currently disregarding many attractive employees, and new hiring process should be developed. In the mean while, there is little that can be done to avoid this problem.