| Marketing |
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I travel overseas a lot. So I sometimes use instant coffee in lands that are coffee-challenged. See that Starbucks is in the
powered coffee business, I brought some along. It tastes OK, but will never be a substitute for the real thing.
No doubt many people will be up in arms over this. I certainly have my doubts about this development. After all, SB is all
about the experience of having them custom brewing drink for you. I am in Vietnam at the moment, and the room has a
special ceramic Vietnam coffee maker with cup and plunger. - an interesting instant coffee experience, compared to
opening a packet from SB. The economy is lousy, but that is no reason to toss away a unique marketing advantage.
powered coffee business, I brought some along. It tastes OK, but will never be a substitute for the real thing.
No doubt many people will be up in arms over this. I certainly have my doubts about this development. After all, SB is all
about the experience of having them custom brewing drink for you. I am in Vietnam at the moment, and the room has a
special ceramic Vietnam coffee maker with cup and plunger. - an interesting instant coffee experience, compared to
opening a packet from SB. The economy is lousy, but that is no reason to toss away a unique marketing advantage.
This spot should win an award. While not totally original, it
is especially well done, with an excellent sound track.
This is a feel-good advertisement that is quite effective.
These days, it's easy to see how people feel about an ad. All
you need to is go to YouTube, see if it is posted already, and
see what people have to say about it.
(As an aside) - imagine - we can see an ad, critique it, see it
over and over, and send it to others , if we so choose.
Truly, this is a marketer's dream come true.
Click on the image at left to see the Amex commercial.
is especially well done, with an excellent sound track.
This is a feel-good advertisement that is quite effective.
These days, it's easy to see how people feel about an ad. All
you need to is go to YouTube, see if it is posted already, and
see what people have to say about it.
(As an aside) - imagine - we can see an ad, critique it, see it
over and over, and send it to others , if we so choose.
Truly, this is a marketer's dream come true.
Click on the image at left to see the Amex commercial.
Barnes and Noble sold out of their Nook e-reader before the Thanksgiving
holiday. Now their stores have entrance displays manned by clerks who can only
give you literature on the device.
They expect to have a supply in on Dec. 6th, and that stock will last less than 24
hours. Pre-orders will be delivered in January.
The Sony Daily Edition ($399 wireless version) is now out of stock for the
holidays. Although still costly, a little cumbersome regarding download options,
and not even in color, e-readers are taking off.
Estimates of 2 million sold this season have been revised to 3 million, although
no one knows what would happen if there was stock.
The obvious demand opens up counter-trend possibilities - a basic $99
e-reader for the masses (look for this in 2010), and high-end color does-it-all
product (like the Apple iPad coming next year.
holiday. Now their stores have entrance displays manned by clerks who can only
give you literature on the device.
They expect to have a supply in on Dec. 6th, and that stock will last less than 24
hours. Pre-orders will be delivered in January.
The Sony Daily Edition ($399 wireless version) is now out of stock for the
holidays. Although still costly, a little cumbersome regarding download options,
and not even in color, e-readers are taking off.
Estimates of 2 million sold this season have been revised to 3 million, although
no one knows what would happen if there was stock.
The obvious demand opens up counter-trend possibilities - a basic $99
e-reader for the masses (look for this in 2010), and high-end color does-it-all
product (like the Apple iPad coming next year.
I use Roku. That's the box that costs $100 that wirelessly
downloads Netflix films to your TV. Last year, the service added
Amazon movie rentals for $1 less than cable, typically.
Now they have just added a host of 'apps' (just think how Apple
dominates our thinking now!). These include services like
Pandora and access to my Facebook and Flickr photo albums.
More exiting to me is a growing host of content - dozens of video
podcasts on technology, news analysis, entertainment.
This means that the promise of 'narrowcasting' - programming
for small audiences who highly value specific content - is really
arriving. I can watch or listen to this programming on my
computers or television sets (and without a doubt soon on my
phone).
The opportunities for enjoying (and sometimes paying for)
content that really interests me is growing. And producers of this
content can now earn a living from an audience willing to pay for
unique services.
This is just the beginning - and an exiting time for media.
downloads Netflix films to your TV. Last year, the service added
Amazon movie rentals for $1 less than cable, typically.
Now they have just added a host of 'apps' (just think how Apple
dominates our thinking now!). These include services like
Pandora and access to my Facebook and Flickr photo albums.
More exiting to me is a growing host of content - dozens of video
podcasts on technology, news analysis, entertainment.
This means that the promise of 'narrowcasting' - programming
for small audiences who highly value specific content - is really
arriving. I can watch or listen to this programming on my
computers or television sets (and without a doubt soon on my
phone).
The opportunities for enjoying (and sometimes paying for)
content that really interests me is growing. And producers of this
content can now earn a living from an audience willing to pay for
unique services.
This is just the beginning - and an exiting time for media.
I recently saw a performance by Cameron Carpenter. Many critics believe him to
be the world's greatest organist. Maybe one of the best ever. His choice of material is
wide-ranging, from Bach to Kate Bush. His playing is pyrotechnical.
Oh yes, he dresses in stark black and white, and wears Swarovski crystals on his
shirts and shoes. The glitter makes it easy to see his racing hands and feet but also
add a touch of the irreverent to his mostly classical performances.
This made me think of Lady Gaga. As Stefani Germanotta, she was a lovely young
singer of tunes that she composed (look at her early performances on YouTube). But
here career went nowhere. Now she is outrageous, and a star.
Live classical music is dying all over the USA, but Carpenter is selling out his
performances. A little marketing goes a long way, and as long as the performer has
real talent, then I don't mind if they go over the top a bit to get our attention.
be the world's greatest organist. Maybe one of the best ever. His choice of material is
wide-ranging, from Bach to Kate Bush. His playing is pyrotechnical.
Oh yes, he dresses in stark black and white, and wears Swarovski crystals on his
shirts and shoes. The glitter makes it easy to see his racing hands and feet but also
add a touch of the irreverent to his mostly classical performances.
This made me think of Lady Gaga. As Stefani Germanotta, she was a lovely young
singer of tunes that she composed (look at her early performances on YouTube). But
here career went nowhere. Now she is outrageous, and a star.
Live classical music is dying all over the USA, but Carpenter is selling out his
performances. A little marketing goes a long way, and as long as the performer has
real talent, then I don't mind if they go over the top a bit to get our attention.
Make it for me! Customization continues to
expand in all kinds of consumer products. The
Espresso Book Machine is installed in a growing
number of bookstores. The machine downloads
hard-to-get books. It then prints and binds a copy
just for you.
The machine costs about $100k, so until a
home version is practical, it helps the local
bookstore offer a value-added service.
Retails are reasonable ($20 or so average) -
one shop, called The Harvard Bookstore, prints and
sells about 1,000 books a month.
Even when home versions appear, it's likely
that the quality of the books would remain superior
at the shop. This helps reduce the crushing
inventory requirements of large-scale book retailing.
expand in all kinds of consumer products. The
Espresso Book Machine is installed in a growing
number of bookstores. The machine downloads
hard-to-get books. It then prints and binds a copy
just for you.
The machine costs about $100k, so until a
home version is practical, it helps the local
bookstore offer a value-added service.
Retails are reasonable ($20 or so average) -
one shop, called The Harvard Bookstore, prints and
sells about 1,000 books a month.
Even when home versions appear, it's likely
that the quality of the books would remain superior
at the shop. This helps reduce the crushing
inventory requirements of large-scale book retailing.
A really interesting development is in customized foods. You can
find personalized beef jerky flavors at www.slantshackjerky.com.
They let you choose marinades, rubs and glazes in all sorts of
flavors. For a few dollars more, you can opt for grass-fed beef as well.
The site offers detailed information (in the form of a 'Jerkepedia'), as
well as the usual blog and event listing for their retail store.
find personalized beef jerky flavors at www.slantshackjerky.com.
They let you choose marinades, rubs and glazes in all sorts of
flavors. For a few dollars more, you can opt for grass-fed beef as well.
The site offers detailed information (in the form of a 'Jerkepedia'), as
well as the usual blog and event listing for their retail store.
But my favorite customized food shop so far is at
www.chocomize.com. It has a 'Creation Station' that lets you build
a wide variety of the most important food invented. Here's a typical
example:
Orange Bar
Dark Chocolate
Fruits: Orange Peel
Herbs & Spices: Sea Salt
Candy: Candy Orange Slices
Candy: Mini Marshmallows
Candy: Pop Rocks
www.chocomize.com. It has a 'Creation Station' that lets you build
a wide variety of the most important food invented. Here's a typical
example:
Orange Bar
Dark Chocolate
Fruits: Orange Peel
Herbs & Spices: Sea Salt
Candy: Candy Orange Slices
Candy: Mini Marshmallows
Candy: Pop Rocks