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Marketing Strategies

What I learned in COMM299 (Focus 2040)

When I walked into my first COMM299 class, I was not expecting to get anything out of the course other than extra homework. Instead, I found many useful resources which will be available to all commerce students even after they graduate. I have compiled a list the top resources relevant to components in the Sauder Career Success Cycle along with where to find them and what one can find useful with them.

Sauder Career Success Cycle
The Sauder Career Success Cycle, accessed through Vista impressed me the most out of all the resources. This cycle illustrates the process from career planning to finding a job to acing the application process, complete with tips and tricks.

STEP 1: ASSESS YOURSELF
Through self-assessment, with the help of StrengthsQuest, we were able to determine personal skills and aptitudes as well as get an idea of how to express those skills both on resumes and verbal conversation.

STEP 2: RESEARCHING CAREER OPTIONS
Job satisfaction is invaluable. By researching careers, one can determine jobs that fit his skill sets and company cultures that complement her character. We also learned about the many different ways to find job opportunities or get in touch with recruiters, including career fairs, company websites, social media (more on this later), job banks, online databases, and publications.

STEP 3: BEING STRATEGIC
We explored two methods of approaching recruiters: the indirect method, which involves the simply search and apply, and the direct method, involving much research, planning, self-promotion, and scheduling information interviews. The latter is a strategic way to find hidden opportunities, or even create opportunities.

STEP 4: BUILDING YOUR BRAND
This step was pretty much the bulk of the course –  resume and cover letter writing, managing blogs and social media, printing business cards, and making an impression at networking invents. The marking scheme for resumes and cover letters, while shockingly gruesome, really indicates how harsh companies can be. Every component is critical: formatting, accomplishment statements, transferable skills, matching job description, and interests. For networking preparation, a good 20-second elevator pitch is just as important as dressing professionally. Finally, at interviews, it is crucial to “keep calm, cool and collected” in communicating oneself to the interviewer, clearly outlining experiences using CAR (challenge, action, results) statements and end everything off with a THINCC.

STEP 5: GETTING CONNECTED
It’s all about the people. Networking is so crucial, not just with industry professionals. A good connection with a peer could translate to an introduction to a hidden job position or an important businessperson.  We talked a lot about keeping a good online presence with social media, which also can be used to find job postings. These include LinkedIn (job search function), Facebook (marketplace), COOL (amazing and UBC exclusive, it automatically filters through postings according to eligibility), Twitter, and blogging, as well as directly contacting employers to express interest in their company and perhaps even schedule information interviews.

STEP 6: OPTIMIZING YOUR FUTURE
So now you’ve gotten a job offer. What should you do now? We didn’t get much of a chance to explore this section, but it is important to know what, as an employee, one is entitled to at the job positions. Or, if you didn’t get the job offer, what should you do then? Try, try, try again. There’s nothing to lose.

So what did I take out of this 1 credit course?
In late March, I had an amazing opportunity to put what I learned from COMM 299 into action. As a finalist for the Focus 2040 competition in Hamilton, Ontario, I had many chances to network. We had a cocktail reception as well as catered dinners where we could sit and chat with judges, industry professionals, and other important people. I even got a chance to use my business cards.
I really enjoyed talking to Ezra Rosen, the founder of the competition, over a nice grilled chicken and steak at Earl’s. It was also very interesting to observe the networking techniques of the other competitors, and how they communicated their skills, interests, and experiences. However, I have to say that I found the most rewarding part of the ordeal was connecting with the nine other competitors. From simply just two days, all of us became close friends, regardless of the age difference (myself being a first year, and the rest third years to MBA). Now, if I ever were to look for a job opportunity or even people to chat with, there they would be.

Who knew networking could be so much fun.

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Insight Marketing Strategies

Online Marketing 101 from a picture?

According to Unbounce.com, non-marketers can use this guide to succeed in online marketing. The photo is high quality and extremely large, so most of it is cut off in this blog. However, you can view the full photo by clicking on it (which takes you to the page).

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Marketing Strategies

Business Card WIN.

Tacky, memorable, interactive, relevant, and all over brilliant. Well done.

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Marketing Strategies

Twitter Users Strip Model?

How’s that for a brilliant marketing strategy.

At New York’s Fashion week, this “Swatch Girl” was seen roaming the vicinity where attendees could tweet (@swatchus) and tag (#swatchgirl) to win themselves a nice new pastel watch straight from the model’s dress. (Check out full story here: http://mashable.com/2011/02/14/swatch-girl/#10033)

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Marketing Strategies Technology

Innovative Marketing Campaign #1: adiVerse Virtual Footware Wall

The Virtual Footware Wall uses LCD touch screens that can give shoe recommendations based on a customer’s gender (facial recognition). The footwear is displayed as a 3D model that can be viewed from any angle, and is accompanied by “videos, game stats, product specs and even twitter feeds.” What a unique and efficient way to showcase shoes that are temporarily out of stock!

YouTube Preview Image
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Insight Marketing Strategies

Money is Just an Idea: Wong Fu Productions and other Youtube artists

“If at the end of the day there’s someone out there who has a better day because of us, then we’ve succeeded.” — Wong Fu Productions

From one simple 15.5 minute video made for fun in University, WongFu Productions has expanded into it’s own company.

WongFuProductions, their video channel, grew on Youtube a while after the short. Since then, Wong Fu Productions has put out many shorts, web series, music videos, and even collaborations with other Youtube artists. Instead of putting out videos ranting about current celebrity issues and people falling off trampolines, they bring substance and important themes to their videos. Many of their shorts capture beautiful scenes as well as a heartwarming story, but they also have humorous PSA’s, informational shorts, and covers for various trendy songs. Currently, they have been working together with other huge artists with individual channels such as Nigahiga, DavidChoi and Kassem G to create a feature, airing today (November 24, 2010).

To tie this to entrepreneurship, establishing a Youtube channel has been the new way to fame for many current artists, and even companies such as in this case. A more familiar example of this particular way that emerged with Generation Z is Justin Bieber, now one of the youngest sensations.

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Insight Marketing Strategies

CSR Project: Screwing Around (Plan)

In class last week, we had an in-class “CSR Project.” I suggested an idea that I am very passionate about to our team. Here’s a rundown for the sheet we handed in, modified for blogging purposes:

PROPOSAL: Operation Reusable Chopsticks

The disposable chopsticks that we are all familiar with.

PLACES (Organization Name): Cafeteria, SUB food court (Manchu Wok), Village

Totem Cafeteria

OPPORTUNITY:

  1. Save money by terminating disposable chopsticks purchases
  2. Profits from selling reusable chopsticks (for a good cause or just for benefit)
  3. For health-conscious and eco-friendly people (students are perfect targets)
Screwable, Reusable and Portable Chopsticks

WHY CHOPSTICKS?

The plan I propose primarily targets UBC’s residence cafeterias. The cafeteria has already been doing their environmentally friendly part, for instance offering metal forks, knives, and spoons next to the disposable ones. These eating utensils are then dropped off in a soap-water box during tray and garbage disposal. They also have a Tupperware system, which allows for each Place Vanier or Totem resident to pick up one free Tupperware, get more “bang for the buck,” receive a discount, AND get their containers washed for free. However, they do not have any such system for chopsticks, though UBC’s cafeteria offers sushi, not to mention an entire Asian cuisine section.

Let's all screw around!

INITIATIVES:

  1. Add metal chopsticks to the rest of the utensil suite
  2. Add a fee for using disposable chopsticks while also reducing its availability
  3. Offer reusable chopsticks that can be bought with the meal card or with cash (elaborate on next post).
Categories
Marketing Strategies

Jimoco Pasta’s Success: A Brief Analysis

Today, I went to Jimoco Café & Pasta with my parents for lunch. Because the place is extremely popular but relatively small, with about 4 booths and 6 tables each fitting 3 or 4 people, people have to call in for reservations (refer to picture below).

The Restaurant

You can see on the poster pasted on the window that Jimoco has a “Grand Opening: 2 for 1 Pasta Special.” This is quite peculiar, as the restaurant has been open for a year already. This deal, however, is what I attribute largely to Jimoco’s popularity.

The pricing of each pasta ranges from $9 to $15.  After the special, each pasta comes down roughly to $5 to $7, which is still outrageously cheap. So where does the revenue come from? Aren’t the customers benefiting much more than the restaurant owners?

First of all, the special being “2 for 1” is critical (in comparison with “buy 1 get 1 free,” “buy 1 get 1 half off,” “20% off between 12 and 1…” etc.). With this special, customers almost always come with another person. Oftentimes, people will come in large groups after school, a big gathering, or church events. Then, as more people come, the chances of them purchasing appetizers and drinks increase. Furthermore, the breakfast prices are very cheap as well- before 9:30 AM Every Tuesday to Friday, meals are only $3.00. The low pricing strategy is definitely a smart idea, as the consumer flow is large enough (it is situated on a busy road with many stores, though parking can get tough), and customer loyalty is very easily built.

This clever tactic is not only the reason for their success, however. The chef is outstanding, having trained in Parma, Italy.

Here’s what I had to eat.

Garlic Bread! Yum
My favourite dish: Linguine Soul

You can check out the restaurant at:

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