Priming

 I love Hollister! Why do I love it?  For me, when I walk into a Hollister store, regardless of the time of year, I suddenly feel like I live in San Diego all over again.  Hollister does it perfectly!  The front entrance to the store is lined with surfboards and surf magazines and already I'm feeling like I am right back on Mission Beach surfing the day away. Hollister primes the consumer so well that when you're in their store you automatically feel like you are on the beaches of California.  The loud music, the cologne - that somehow smells like Southern California, the web-cams that flash live video of Hunington Beach, and the surfing gear that lines every store, primes the customer by stimulating the senses.

Recently, I was in NYC and I was walking down 5th Ave and I heard the sound of waves crashing.  The sound was coming from the larger than life Hollister store that had streaming video of Hunington Beach on the entire exterior of the store.  (See Above)  Instantly, I was taken back to the warm sunny weather of California and I had to go in! 

Priming is setting consumers up to feel a certain way. Hollister is a constant interaction that I have that primes me to get into the mood of the brand.  My senses instantly awake, the sun is shinning, I can see the ocean, I can hear the music, the lingo of the staff, and the smell of California always entices me to make a purchase.

Blue Moon --- "You can beat them to death on the field, but you can't beat them in the bar!"

Last year, after many years of not playing softball, I decided I wanted to play recreational softball. After speaking with some old team members, I decided to join them in the Johnston Recreational League, on the Blue Moon team.  Initially, I had no idea what The Blue Moon was, I was just happy to be playing again. I soon figured out that The Blue Moon was a hole-in-the-wall bar.

I knew something was wrong, when the first game of the season arrived and we had yet to have a practice. I showed up to the field in my brand new uniform, my broken-in glove, and my brand new color changing cleats, and I was ready to play.  As I sat there waiting for my team members to arrive, I started to notice that I was the black sheep!  There were guys that showed up in jeans, overweight, and carrying a cooler full of Bud Light.  There were older gentlemen, and women, who looked like they had never played a game of anything in their life. Needless to say we became the laughing stock of the league.  We won 1 game last year, but we all loved being on that field, whether we were good or not. The best part of being part of that team was just getting to meet new people, who just wanted to have fun.  Many times after the games we would all commune at the Blue Moon, have a few drinks, and make fun of each other's athletic capabilities.  The joke of the league was "You can win against Blue Moon, but you can't beat them in the bar!" 

Walker states "They do want to participate in the broader idea of this form of leisure and the group identity it seems to represent. They clearly want, in other words, to join the 'community'". That isn't a mistake or a fluke.  It's a key to understanding how symbols help us solve the problem of balancing individuality and belonging. Every member of the community helps define the community."(Walker-34)
Like Walker's discussion we are all individuals, with different lives, different jobs, and different abilities, but when we wore the Blue Moon logo, we were a team!  Blue Moon meant nothing to the other teams (maybe it meant a win) but to us, it was our team, our bar, and our family!

Tito's Handmade Vodka VS, Sailor Jerry Spiced Navy Rum

Tito's Vodka was interesting to read about.  The gentleman that started the company, Tito began his career in the oil industry in Venezuela.  Tito then moved back to Austin to begin working in the geology field, but also started a career in the mortgage business.  All the while Tito had a passion for making vodka and flavored vodka.
What would Walker say about the Tito brand of vodka?  I believe Walker would say that Tito and his vodka have an authenticity about them.  The brand has a story a "direct, demonstrable link to a factual back story." (Walker - Buying In - Pg. 15)  Tito always had a passion for producing vodka's but wasn't able to make it his life's work until later on in his life, when he had saved the money, altered his recipe, and purchased the property to begin distillation.
Tito has a passion for distilling vodka and it is evident in his background story and in his brand.  Tito's marketing for the vodka is genius! Tito's entire website is about the vodka, where to find the vodka, stories concerning the vodka, questions about vodka, and even a form to bring to your local establishment to start purchasing Tito's vodka.  Walker talked about the Pretty Good Problem - the liquor industry is no different.  Tito has managed to sustain a business in a brand sensitive market strictly on word of mouth advertising. What makes Tito's Vodka remarkable? Tito won 2 gold medals at theWorld's Spirit Competition and beat 72 other vodka companies both in flavors and non-flavored vodkas and he has done so by just word of mouth!!

Sailor Jerry's Navy Rum

"Sailor Jerry began as a small clothing line determined to honor the legacy of Norman “Sailor Jerry” Collins by bringing his classic artwork to a wider audience. The brand espouses his traditional value system, supporting all different walks of creative individuals who feel as strongly about the nature of their work as Sailor Jerry did about his. (www.sailorjerry.com)
To be honest I was a bit confused as to how Sailor Jerry's started a rum.  The website doesn't really provide a lot of information on the rum brand, but does speak a lot about Sailor Jerry and his background.  While I was researching the website, I was reminded of the Tony Alva video we watched in class.  Sailor Jerry's is a brand based on an image "Sailor Jerry" and his artwork, not the actual product, just like Tony Alva being the image and his skateboards being secondary.
What would Walker say? "In the marketing world, the idea that shared consumer tastes add up to something like a community is a persuasive one."(Walker - Pg. 30)  Although the brand did  not start with an authenticity behind it, the community that surrounds the brands (artists and such) have developed an authenticity behind the brand and created a community.

The Pretty Good Problem

The "Pretty Good Problem" is a problem that affects all of us, everyday in every purchase we make. Consumers are being inundated with products that all do the same thing, in contrast to a time when consumers had to look into the best working model.  Seth Godin said it best - "Most products are invincible, therefore things must be made remarkable, if they have a chance to succeed."

Recently, I experienced the "Pretty Good Problem" when I decided to purchase a new vehicle.  I was in the market to purchase a SUV, the problem - there are too many to choose from! Just the idea of purchasing a vehicle is a big step, but to research, compare and contrast, and narrow it down to a slim few, is time consuming and overwhelming!  From start to finish the process took 3 months.  Although, I am still considered "young", (which I am completely fine with), I remember being a kid and my father buying the new family car.  The process then only took a day!  The hardest decision to make was what color you wanted!

Today we are overwhelmed with brands, models, colors, chrome/no chrome, satellite radio/conventional radio, sunroof or moon roof,  leather or cloth, 4 cylinder or 6 cylinder, alloy wheels, navigation systems, park assist programs, smoker package, blah blah blah blah blah!  It's too much! In order for the car companies to get around this "Pretty Good Problem" they have to offer you other incentives.  Incentives that will make you sign your life away for the next 3-5 years!

After 3 long months of research, test-drives, and negotiating, I decided upon the 2010 Jeep Liberty Limited.  How did Jeep get around the "Pretty Good Problem?"  Jeep offered me the top of the line model (digital navigation, leather interior, sunroof, heated seats, heated mirrors, chrome package, satellite radio, blue tooth through my navigation, etc) for the price of their base model, with some extra taken off.  Jeep was also running a promotion for well qualified buyers : 0% APR,  $2,500.00 purchase credit, $5,000.00 regardless of trade in value, tax/title/registration paid for by Jeep, and free delivery charge of vehicle.  In addition I was able to have the Jeep dealership include slush mats, cargo cover, and side rails free of charge!  In terms of maintenance, Jeep has offered me buy 1 get 2 free on oil changes, free car wash and detailing, and courtesy vehicle if necessary.

The other difference between Jeep and the other models, except Range Rover was that their advertisements catered to all consumers.  If you look through a Jeep POS pamphlet you see the "soccer mom", the "off roader", and business men in suits.  Jeep has doesn't narrow down their target market, they want anyone and everyone to purchase their vehicles.

How did Jeep get around the "Pretty Good Problem?"  Jeep knew their models were similar in price, safety, handling, and comfort as other brands in the market, but they offered more to the consumer monetarily than any other car company in their class.  In a time of economic uncertainty, buying a car is not an option for a lot of consumers. Therefore, the package to those consumers that can purchase, have to be rewarding, they have to be remarkable, and that is why Jeep secured my business.

Super-Bowl Ads - Taking A Back Seat To Social Media?

 The assignment : Write a creative post about the blog that you are following.
 (http://www.talentzoo.com/news.php/Super-Bowl-Ads-Why-2011-Wont-Be-Like-1984/?articleID=9249)


In light of the ensuing Super Bowl, I deemed it appropriate to seek out a post that dealt with the infamous commercials of the Super Bowl.  Mike Ogden (the author of the blog) touches on the subject of Super Bowl ads being as effective today as they were in 1984 - the year the Macintosh Computer hit the market.  Mike makes a case for Ford and Einstein bagels, who have made great strides using social media and creative thinking, rather then spending $3 millions dollars on a 30 second spot. 

We are a world that is constantly on the go. In all honesty between work, school, and a personal life, my time to watch television is limited.  So, everyone else must be like this.  After all is that not why the VCR and more recently TiVo were invented? Companies have come to realize that we are no longer the quaint little family that sits around the living room, eating t.v dinners, and watching our favorite shows.  Today, it is a good day when you're able to enjoy a meal still hot, and not nuked in the microwave! So, companies need to think "out side of the box" and reach out to us the consumers in a faster and more effective fashion.  Hence, the birth of mobile apps, You Tube, Groupon, Facebook, Linkdin, Twitter, and E-mail (to name a few)! 

Mike Ogden says:
"But now it’s 2011. I’m reminded of something Scott Monty, who heads up social media for Ford Motor Company, said in a webinar about the launch of the 2011 Ford Explorer: “By integrating our ad buy into our own content and into Facebook and using broadcast and PR, weaving it all together, we actually ended up with a one-day hit that got us greater exposure than a Super Bowl ad.”
This may explain why previous Super Bowl advertisers are taking a pass this year. They’re doing YouTube videos, creating buzz with contests, and cranking up social media."

Mike Ogden wrote "there are 3 tips to surviving in the new marketing and advertising age" :

1) Use measurable media
2) Apply direct mail to social media

3) We are all 'appy together"

 Not only do companies have to "find" us because we live such busy lives, but companies are no different than consumers and realize that like us they need to be creative in how money is distributed.  Years ago you were missing "the boat" if you didn't advertise during Super Bowl, but today you may be smarter than your competitor if you don't!  Creativity is free and so is 99.9% of social media, to me that is definitely a cost effective advertising touchdown!

Perhaps, the Monday morning quarterbacks won't be discussing what play won the game, but what company won or lost based on whether they advertised for $3 million dollars, or did it for free!

High End Junk Food - Really a Trend?

 An integral part of my current career has me examining trends on daily basis.  Food and restaurants are like fashion, you constantly have to change to keep the brand alive.  As a consultant I work with Chefs and owners who everyday ask me "What's hot right now?"  I am the liaison between the product and the client, the market and the consumer.  It is my job to make my client money, and in order to do that, I need to consistently research anything and everything that is new and in some cases old.

Weekly, I read the Huffington Post and there was an article in October called "2011 Food and Restaurant Trends: Do You Agree With These Trends?" (Huffingtonpost.com).  One of the trends that was predicted to spark in 2011 was "High End Junk Food." Now, at first glance I thought "No way!  We are moving in a healthier direction.  People are more conscious of what they are eating?  After all, Whole Foods was the only Supermarket in the United States to gain a double digit profit percentage in 2010?" Was I surprised after an evening out on Friday!

Friday night for dinner, a friend and I had dinner at one of Providence's well-known, high-end restaurants.  We strolled in around 7:30 p.m. thinking "we'll have a drink at the bar, and hopefully (fingers crossed) will have dinner before 10:00 p.m."  However, we were able to sit immediately!  Now, I know the economy has had a huge impact on consumer behavior, but this was just abnormal.  We had a lovely dinner as always, but it was really bothering me as to why the restaurant was slow.  What was it?  The particular restaurant that I speak of is also a client of mine, so the answer was much more important to me.  The one thing I could not get out of my mind, and as awkward as this may be to some people, but it was fascinating to me.  There were "house-made" kettle chips on the bar! Hmmmmm. 

We left the restaurant and decided to check out this new restaurant/bar that just opened on the other side of Providence.  Sort of ambiguously placed, no great marketing scheme, no sign, no write-ups, no grand openings sign, and certainly not the type of place we had just had dinner, but the restaurant was packed!  What the heck was going on? People were jammed in, sitting at picnic tables, eating sliced bread sandwiches, watching ping pong, and playing pinball!  What!?  The clientele was dressed up, wearing what looked like their work attire, kind of like me.  Lawyers, bankers, the Downtown Providence "suits" were inhabiting this place! These were the same people that normally would be at the restaurant I just left.  What was it?  I decided to look at the menu that was hanging over the bar and I could not believe what I was reading!  Peanut butter and jelly sandwiches 10 different ways, and a pickle shooter?!  Then it all hit me! Junk food!!

There was no mistaken it, the chips at the first restaurant, and the peanut butter and jelly sandwiches at the second restaurant... junk food is in!  What is interesting to note, is that this was all by word of mouth!  No tremendous amount of money spent on advertising, no Groupon, no restaurant.com!  Just a simple restaurant that served high end junk food!

This particular trend brings me back a few years ago when Molecular Gastronomy became the "thing" that all Chefs wanted to incorporate in their restaurants.  Molecular Gastronomy started with Chef Wylie Dufresne becoming interested in how Frito Lay flavored their Cool Ranch Doritios.  Chef Dufresne became so fascinated with the use of molecular gastronomy -  a discipline practiced by both scientists and food professionals that studies the physical and chemical processes that occur while cooking. (Wikipedia). The concept of the Cool Ranch Doritos took food and technique to a different level.  Chefs were being inspired by Frito Lay's concept and began using it in array of applications.

The Chefs of today are taking inspiration from classics like doughnuts and peanut butter and jelly, and turning them into something completely different.   The definition of trendspotting is finding a pattern in history and using it to create future trends, and this is definitely the case here.

That's it.... I gave in!

There is no ideology behind this purchase!  No marketing campaign, no sale, no wonderful branding, just plain and utter desperation! I've had it!  I spend 12-15 hours a day in heels for work, and in the last 2 days, I have done nothing but spend the day with soaking wet feet.  Today, I woke up and said, adios fashion, and hello comfy dry feet.  The sales people at Sports Authority, didn't even have to try their "pitch" on me.  I just walked right in (after stepping in a puddle) and picked out the first pair of comfortable boots I saw!
Mother Nature, bring it on!