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| Marketing Page 3 |
At first, I thought I imagined it. In the background of an All-bran advertisement, the visual
activity and accompanying sounds seemed incredible. I rewound the DVR and watched
closely, and yep, there it all was.
Jimmy The Construction Worker walks around his work site talking about the "10 Day
All-bran Challenge". All-bran pitches its ability to aid 'regularity'. The problem, is that like the
term 'regularity', ads can't be very specific about bodily functions that viewers or networks
may find objectionable.
In the past, subliminal images or body language was as far as ads like these seemed to
go.
With this ad, All-bran has decided that subtle just does not cut it with today's audience. The
result is (depending on your sensibilities) a hilarious, over-the-top 30 second spot that is
anything but regular.
As you can see, it has already made it on YouTube. Blogs indicate that while some people
are offended by the promo, most respondents find it amusing. Click on the image to see
the advertisement.
activity and accompanying sounds seemed incredible. I rewound the DVR and watched
closely, and yep, there it all was.
Jimmy The Construction Worker walks around his work site talking about the "10 Day
All-bran Challenge". All-bran pitches its ability to aid 'regularity'. The problem, is that like the
term 'regularity', ads can't be very specific about bodily functions that viewers or networks
may find objectionable.
In the past, subliminal images or body language was as far as ads like these seemed to
go.
With this ad, All-bran has decided that subtle just does not cut it with today's audience. The
result is (depending on your sensibilities) a hilarious, over-the-top 30 second spot that is
anything but regular.
As you can see, it has already made it on YouTube. Blogs indicate that while some people
are offended by the promo, most respondents find it amusing. Click on the image to see
the advertisement.
Japan is the holy land of bottled beverages. Stores carry a much wider selection of drinks than
in the USA. Hot tea or coffee in many varieties are dispensed from machines everywhere. So
how do you get attention in this over-marketed market?
Cucumber cola is one way Pepsi has gotten visibility. Ex patriots reported this flavor to be
strange, but Pepsi managed to sell 4.8 million half liter bottles in a couple weeks.
But the real genius is that you can no longer buy the drink.
US companies often start with what seems to be a unique idea, but then it quickly fails once the
novelty wears off, and sales cannot be profitably sustained.
Instead, Pepsi made the flavor only available once in Japan, then withdrew the product, replacing
it with a cinnamon-based version and others.
This clever scheme managed to generate tremendous interest (and profits) in a short amount of
time. Wonder when they will try it here?
in the USA. Hot tea or coffee in many varieties are dispensed from machines everywhere. So
how do you get attention in this over-marketed market?
Cucumber cola is one way Pepsi has gotten visibility. Ex patriots reported this flavor to be
strange, but Pepsi managed to sell 4.8 million half liter bottles in a couple weeks.
But the real genius is that you can no longer buy the drink.
US companies often start with what seems to be a unique idea, but then it quickly fails once the
novelty wears off, and sales cannot be profitably sustained.
Instead, Pepsi made the flavor only available once in Japan, then withdrew the product, replacing
it with a cinnamon-based version and others.
This clever scheme managed to generate tremendous interest (and profits) in a short amount of
time. Wonder when they will try it here?
We got a copy of a pet safety guide from the Hartville Pet Insurance. The booklet has three or four
sensible suggestions. The rest are common-sense listings (don't put your pets on balconies without
railings).
The rest are silly things like "don't give your pets any coins". Hmm - no allowances for the fish. My
favorite is #84 "Halloween - Repeatedly opening doors to greet trick-or-treaters can increase the
chances of your pet running out."
This is what happens when you have a couple things to say, but try to publish 101. It reminds me of
brochures for basic electronic equipment I used to deal with years ago. Speaker wire was describes as
"twin-lead" (much better than that single-stand stuff). My favorite was the cheap radio that boasted a
"rotary volume control".
If you do not have anything to say in a marketing pitch, don't say it. Sometimes an image and description
says it all, if well done. Edit for economy and stop talking when you have said it all.
sensible suggestions. The rest are common-sense listings (don't put your pets on balconies without
railings).
The rest are silly things like "don't give your pets any coins". Hmm - no allowances for the fish. My
favorite is #84 "Halloween - Repeatedly opening doors to greet trick-or-treaters can increase the
chances of your pet running out."
This is what happens when you have a couple things to say, but try to publish 101. It reminds me of
brochures for basic electronic equipment I used to deal with years ago. Speaker wire was describes as
"twin-lead" (much better than that single-stand stuff). My favorite was the cheap radio that boasted a
"rotary volume control".
If you do not have anything to say in a marketing pitch, don't say it. Sometimes an image and description
says it all, if well done. Edit for economy and stop talking when you have said it all.
Would you like a hotel stay in a major city for $12.50 a night? How about Berlin? How about living like they did in the GDR
under Communism? No thanks?
The Ostel Hotel is hoping some people will be nostalgic for ugly furniture and deprived living. Rooms are lovingly
named, "Stasi Suite" and "Pioneer Camp".
You get bunk beds and terrible decoration just like the real GDR (actually, like Berlin today in many cases).
The gift shop sells GDR-grade toilet paper and other charming items.
under Communism? No thanks?
The Ostel Hotel is hoping some people will be nostalgic for ugly furniture and deprived living. Rooms are lovingly
named, "Stasi Suite" and "Pioneer Camp".
You get bunk beds and terrible decoration just like the real GDR (actually, like Berlin today in many cases).
The gift shop sells GDR-grade toilet paper and other charming items.
The features most women like in a car is fold-down rear
seats. This is reported by Leasetrader, a site that lets you
sell or aquire car leases.
Bluetooth-connection for cellphones and iPod connections
rated next highest. In other words, convenience and
technology earned the highest marks.
Lowest desired features?
Roadside assistance
GPS
Half the women surveyed felt that sunroofs were the
least-useful feature you could put in a car.
seats. This is reported by Leasetrader, a site that lets you
sell or aquire car leases.
Bluetooth-connection for cellphones and iPod connections
rated next highest. In other words, convenience and
technology earned the highest marks.
Lowest desired features?
Roadside assistance
GPS
Half the women surveyed felt that sunroofs were the
least-useful feature you could put in a car.
The odd prices used at some retails seem to look cheaper than rounded ones. Even 14.99 is not as interesting as $15.03. It makes you
feel as if the merchant is trying as hard as possible to get to the best possible price.
Now a Cornell study affirms that odd retails have a large effect on the selling price of houses. $391,534 are perceived as cheaper than
round numbers like $390,000.
feel as if the merchant is trying as hard as possible to get to the best possible price.
Now a Cornell study affirms that odd retails have a large effect on the selling price of houses. $391,534 are perceived as cheaper than
round numbers like $390,000.
In fact, the use of zeros in pricing affects the price finially
negotiated for the home:
$391,530 - A zero at the end of the list price will lower the
sale price by 0.72%
$391,000 - Three zeros will lower the sale price by 0.73%
$390,000 - Each additional zero will lower the eventual sale
price by an additional 0.39%
This can total thousands of dollars in the selling price, all
other things being equal.
negotiated for the home:
$391,530 - A zero at the end of the list price will lower the
sale price by 0.72%
$391,000 - Three zeros will lower the sale price by 0.73%
$390,000 - Each additional zero will lower the eventual sale
price by an additional 0.39%
This can total thousands of dollars in the selling price, all
other things being equal.
| From Germany. Chocolate images of the month, in flavors I wish were readily available in the US. |
Everyone talks about user-customized product. Most
famously Nike, but many others have learned the
importance of allowing customers to design their
own version of a product.
But there is a common purchase that is always
customized by you - whenever you order a pizza, you
make it unique in some way, via combinations in
size, thickness, and toppings.
Dominos has capitalized on this with their
web-based BFD Builder site. It allows you to
choose all the things you would expect in a pizza
order for a flat rate of $10.99.
That is not the real innovation, however. Because
Dominos lets you register your pizza so that you can
reorder it. In fact, all other visitors can see your pizza
creation and order it also. It is the Web 2.0 widget for
pizzas!
famously Nike, but many others have learned the
importance of allowing customers to design their
own version of a product.
But there is a common purchase that is always
customized by you - whenever you order a pizza, you
make it unique in some way, via combinations in
size, thickness, and toppings.
Dominos has capitalized on this with their
web-based BFD Builder site. It allows you to
choose all the things you would expect in a pizza
order for a flat rate of $10.99.
That is not the real innovation, however. Because
Dominos lets you register your pizza so that you can
reorder it. In fact, all other visitors can see your pizza
creation and order it also. It is the Web 2.0 widget for
pizzas!
An associate was discussing the meaning of Blu-Ray as the only surviving high-DVD. Our
conclusion is that it means almost nothing. This is because DVD as a format already feels
obsolete.
My associate uses a web-based system to access his music and movies remotely, in his
vacation home. His libraries are backed up on servers and transferred to his entertainment
systems.
The hotel room with sound system and iPod dock is allowing me to carry my music library with
me.
Which brings us to the likely future. Data storage via Amazon, Google, and now Microsoft is
becoming cheaper and faster every month. Our libraries will soon exist in a virtual cloud, as
will access to rentals and purchases.
conclusion is that it means almost nothing. This is because DVD as a format already feels
obsolete.
My associate uses a web-based system to access his music and movies remotely, in his
vacation home. His libraries are backed up on servers and transferred to his entertainment
systems.
The hotel room with sound system and iPod dock is allowing me to carry my music library with
me.
Which brings us to the likely future. Data storage via Amazon, Google, and now Microsoft is
becoming cheaper and faster every month. Our libraries will soon exist in a virtual cloud, as
will access to rentals and purchases.
I can see a day when we will walk into a hotel room or
visit a home and access our libraries by picking up a
remote control.
Some web-based service will ask for our personal ID,
and then allow us to access anything we own for a small
monthly fee.
If we want, we can buy a movie or TV show anywhere and
add it easily to our virtual library.
We would then access these libraries on TVs,
computers, phones, or other mobile devices.
Hello and Goodbye Blu-ray.
visit a home and access our libraries by picking up a
remote control.
Some web-based service will ask for our personal ID,
and then allow us to access anything we own for a small
monthly fee.
If we want, we can buy a movie or TV show anywhere and
add it easily to our virtual library.
We would then access these libraries on TVs,
computers, phones, or other mobile devices.
Hello and Goodbye Blu-ray.