What I am curious about is how marketers and advertisers intend to gain the attention of those they are trying to reach, especially as the market gets more and more cluttered with ads. If we treated advertisements like a product we are selling, then what kind of customer experiences and insights would be helpful for us in getting our product out?
In the Persuaders movie, the fact that consumers are being bogged down by so many advertisements and interruptions is quite prevalent. We choose to TIVO our TV shows and skip the commercials or register for the “National Do Not Call Registry” to get away from telemarketers or buy satellite radio to avoid the interrupting radio commercials. Some of these ways were mentioned in the UnME Jeans: Branding in Web 2.0 Harvard Business School article which I will be pulling some of my ideas from. This only shows us one customer insight: we hate to be interrupted and will go pretty far in order to avoid it. We don’t show patience towards advertising. What can advertisers do then, if they aren’t allowed to interrupt us? What do we really want? Or would accept?
This past Super Bowl, I saw a commercial for Jack-in-the-Box that was more or less like a mini drama series that left a cliff-hanger and told you to go visit a specific website made just for the commercials. I almost did it too, if there was a laptop open at the time. The point being was that it was entertaining and catchy. I actually wanted to watch it. The same goes for iPod’s earlier musical commercial with the dancing figures that jammed out to Jet’s “Are You Gonna Be My Girl?”. I instantly loved the commercial because the song was so catchy and then again, entertaining. Advertisers are picking up that customers will watch advertisements…if they are entertaining. Some advertisements have gone to the extreme of entertainment, in which you found the commercial so funny, stupid, fun, or whatever it was, that you left what the advertisement was for. This might be the example of Burger King’s Dancing Chicken website. Entertaining, but not helping your business.
What else do consumers accept about advertising? When given an opportunity to connect with and experience the brand, users are more likely to pay attention to what you have to say. Web 2.0 is perfect for more customer interaction and invites those that you are advertising to, to actually communicate about your advertisement. For example, think about Facebook Fan Pages. Why are we fans with Victoria’s Secret? It is just advertisement. Isn’t it? Perhaps that may be true, but it is interactive advertisement. We like that. We want to get to know the brand, hear the inside news, and receive coupons for free stuff. When advertisers start treating their work as a more relational communication instead of a brand message, consumers are willing to listen.
Another customer insight that the UnME Jeans case points out is the impact of peer-to-peer sharing of advertisements. I think of the Microsoft TV commercial with Kylie, a 4 ½-year old who declares that she is a PC. http://www.youtube.com/watch?v=Rhre2C4THT4&feature=related I actually didn’t watch this on TV, but saw it shared on a friend’s Facebook wall. I believe that whether it is traditional media like a TV commercial or a Web 2.0 webisode, we are more open to it. Advertisers need to make their ads so that they can easily be shared with others, either through social networking sites, bookmarking sites, blogs, YouTube, photo collection websites, etc. When advertisers understand what customers want out of their ads, then they are much more able to create successful ads, whether that is in traditional or Web 2.0 media or a hybrid of the two.
Tuesday, March 31, 2009
Monday, March 23, 2009
Dr. Rapaille's 3 Stage Technique and Song Airlines
Dr. Rapaille’s 3-stage technique is a unique approach to market research that uncovers the primal instinct or reptilian code (as Dr. Rapaille refers to it) behind a product or product category. Dr Rapaille started this by trying to understand autistic children who couldn’t speak and tell him why they did what they did. His theory is that everyone has this reason to do what they do, but that it can’t be easily explained by their reasoning. His 3-stage marketing research technique is a way for him to understand the code of people’s purchasing behavior. In the Persuaders, many of these luxury brand names are willing to pay money to Dr. Rapaille for that code, in hopes of beating their competition with better advertised products.
The 3-stage technique starts off with the reasoning step in which Dr. Rapaille asks his focus group about why they would logically buy a product in this category. What words do advertisers use to describe their product? Dr. Rapaille considers this step to be appealing to the group’s intelligence and sees it as essentially useless to finding the reptilian code, but needs the focus group to get these ideas out of their heads before he moves on.
The second step is the emotion step. Dr. Rapaille asks the focus group to explain to him the concept of the product or product category as if he were a 5-year old child from a different planet. The purpose is to get to their emotions in how they perceive this product that is relayed through their story on this product to the child. Many of the participants leave uncertain about what that step was all about.
However, the focus group participants are in for another shock with Dr. Rapaille’s third and last step. This step is called the primal core in which the reptilian code underlying the product or product category can be revealed. Dr. Rapaille sets up the room with just pillows and paper and pen while taking the typical chairs away. He asks them to write down their associations with the product or product category during the first time they experienced it. From this, he extracts what he calls as the reptilian hot buttons or code that explains why we buy what we do.
One of the examples of a product category code that Dr. Rapaille gives is for SUVs. He orders that SUVs be made larger and with dark windows (the typical Hummer) because SUV consumers are going for domination. Yes, that is right. The SUV code is domination. I am not sure if I would label it domination. I think that my biggest reason to get an SUV is safety, but perhaps safety is part of dominating the smaller cars that may not fare as well in an accident, in which case I am buying for domination.
As for Song airlines, I really like the idea of them targeting the 30-40 year old women who have 3 kids and are not particularly loyal to any airline. I enjoyed their feel-good commercials especially with the Downtown song that would probably be familiar to that age group. The colors were especially vibrant which makes one feel young and free again, which is a nice feeling when you are arranging travelling plans. I particularly appreciated the variety of bold colors for their airplane seats and excitement of their flight attendants. Song airlines seemed like a viable option to fly when the company launched.
However Song airlines may have spent too much money on commercials that didn’t related to their airlines. They made a great brand recognition, but most people had no idea what the product of that brand was. I think that hiring Andy Spade was a decent idea for creative thought and understanding the emotions and culture that needed to be Song airlines, but they shouldn’t have given him that much control of their marketing. He is specialized to focus on the emotion and forgot about the actual airline company that he needed to be helping. There needed to be a greater link between Song as an airline to the Song as the cultural verb. Overall, they seemed to be on the right start, but unfortunately Delta couldn’t afford to keep them in business anymore and had to shut down Song in 2005.
The 3-stage technique starts off with the reasoning step in which Dr. Rapaille asks his focus group about why they would logically buy a product in this category. What words do advertisers use to describe their product? Dr. Rapaille considers this step to be appealing to the group’s intelligence and sees it as essentially useless to finding the reptilian code, but needs the focus group to get these ideas out of their heads before he moves on.
The second step is the emotion step. Dr. Rapaille asks the focus group to explain to him the concept of the product or product category as if he were a 5-year old child from a different planet. The purpose is to get to their emotions in how they perceive this product that is relayed through their story on this product to the child. Many of the participants leave uncertain about what that step was all about.
However, the focus group participants are in for another shock with Dr. Rapaille’s third and last step. This step is called the primal core in which the reptilian code underlying the product or product category can be revealed. Dr. Rapaille sets up the room with just pillows and paper and pen while taking the typical chairs away. He asks them to write down their associations with the product or product category during the first time they experienced it. From this, he extracts what he calls as the reptilian hot buttons or code that explains why we buy what we do.
One of the examples of a product category code that Dr. Rapaille gives is for SUVs. He orders that SUVs be made larger and with dark windows (the typical Hummer) because SUV consumers are going for domination. Yes, that is right. The SUV code is domination. I am not sure if I would label it domination. I think that my biggest reason to get an SUV is safety, but perhaps safety is part of dominating the smaller cars that may not fare as well in an accident, in which case I am buying for domination.
As for Song airlines, I really like the idea of them targeting the 30-40 year old women who have 3 kids and are not particularly loyal to any airline. I enjoyed their feel-good commercials especially with the Downtown song that would probably be familiar to that age group. The colors were especially vibrant which makes one feel young and free again, which is a nice feeling when you are arranging travelling plans. I particularly appreciated the variety of bold colors for their airplane seats and excitement of their flight attendants. Song airlines seemed like a viable option to fly when the company launched.
However Song airlines may have spent too much money on commercials that didn’t related to their airlines. They made a great brand recognition, but most people had no idea what the product of that brand was. I think that hiring Andy Spade was a decent idea for creative thought and understanding the emotions and culture that needed to be Song airlines, but they shouldn’t have given him that much control of their marketing. He is specialized to focus on the emotion and forgot about the actual airline company that he needed to be helping. There needed to be a greater link between Song as an airline to the Song as the cultural verb. Overall, they seemed to be on the right start, but unfortunately Delta couldn’t afford to keep them in business anymore and had to shut down Song in 2005.
Sunday, March 8, 2009
Ugly Packaging or Weird Product? I'm not going to buy either.
In Kenna’s Dilemma: The Right – and Wrong – Way to Ask People What They Want, the author explores and explains several principles of how we ask the wrong questions or perform the wrong marketing research tests and wonder how we can get more accurate results. It seems that most of the time, the problem is realizing how people behave. It isn’t necessarily a bad test or a poor product, just the underlying way that people tend to react. The lessons in the chapter should be applied to how we do our market research because the human behavior factor is a huge influence on our results.
One of the lessons that resonated with me was the sensation transference concept. The chapter states, “they [customers] transfer sensations or impressions that they have about the packaging of the product to the product itself…most of us don’t make a distinction – on an unconscious level – between the package and the product” (160). In a way this human behavior is slightly disturbing because it doesn’t make any rational sense, and I think we would like to see ourselves as being rational. However, when I examine my own behavior, I notice that often times I buy the packaging more than the product. It goes along with the saying that we shouldn’t judge a book by its cover. We still do and buy the book with a cover that suits us. For marketers, they need to be aware of this and package their product to match the product, as well as fit their target audience. I believe green household products have done a good job at this, because they always have simple lettering, white or clear bottles, that signify the environmentally-friendly aspect of the product. I think this concept can be applied also to blogs. The design and layout of the blog is crucial to whether or not a visitor will see it as credible and relevant enough to read. If you compare corporate blogs to personal blogs (especially the typical teenager), you’ll see a huge difference in what it says about the blogger (more or less the product in this situation) and the target audience. Marketers should also be careful when it comes to changing the packaging. Pepsi recently changed their can to be a different font, and although I’m not a Pepsi fan, I perceive this “new” Pepsi to be the basic cola…all based on the font.
Another lesson that I saw relevant to marketers, as well as very pervasive in my own experience was the problem of weird/different/new products being classified as bad. The chapter puts it this way, “people reporting their first impressions misinterpreted their own feelings. They said they hate it. But what they really meant was that the chair was so new and unusual that they weren’t used to it” (173). In order to get over this problem, marketers need to allow people to experience those “weird” products twice, not just once. They should put out coupons and provide money-back guarantees, in order to get people to buy the full-sized product. I also think that they need to make the product cool and acceptable before it reaches the market. Celebrity endorsement is perfect for this situation or hiring influencers to hype the product up. Influencers can blog about how the product may be new and different, but is still good, which can warn people what to expect. My first thought on such a weird product is the introduction of gaucho pants. It has been quite a while, but when they first came out, it was strange and unusual-looking. No such fad had ever come out before. However, as more people started wearing them (particularly my older sister), I started getting warmed up to the idea of wearing them. I bought my first pair and was amazed at how comfortable they were. No wonder so many people opted to buy them, even though they were weird at first.
The lessons learned in this chapter can pertain to so many products but it is really up to marketers to understand their market and how they are prone to react. Realizing that consumers often view packaging and product as one and tend to shy away from “different” products, marketers can address these problems better.
One of the lessons that resonated with me was the sensation transference concept. The chapter states, “they [customers] transfer sensations or impressions that they have about the packaging of the product to the product itself…most of us don’t make a distinction – on an unconscious level – between the package and the product” (160). In a way this human behavior is slightly disturbing because it doesn’t make any rational sense, and I think we would like to see ourselves as being rational. However, when I examine my own behavior, I notice that often times I buy the packaging more than the product. It goes along with the saying that we shouldn’t judge a book by its cover. We still do and buy the book with a cover that suits us. For marketers, they need to be aware of this and package their product to match the product, as well as fit their target audience. I believe green household products have done a good job at this, because they always have simple lettering, white or clear bottles, that signify the environmentally-friendly aspect of the product. I think this concept can be applied also to blogs. The design and layout of the blog is crucial to whether or not a visitor will see it as credible and relevant enough to read. If you compare corporate blogs to personal blogs (especially the typical teenager), you’ll see a huge difference in what it says about the blogger (more or less the product in this situation) and the target audience. Marketers should also be careful when it comes to changing the packaging. Pepsi recently changed their can to be a different font, and although I’m not a Pepsi fan, I perceive this “new” Pepsi to be the basic cola…all based on the font.
Another lesson that I saw relevant to marketers, as well as very pervasive in my own experience was the problem of weird/different/new products being classified as bad. The chapter puts it this way, “people reporting their first impressions misinterpreted their own feelings. They said they hate it. But what they really meant was that the chair was so new and unusual that they weren’t used to it” (173). In order to get over this problem, marketers need to allow people to experience those “weird” products twice, not just once. They should put out coupons and provide money-back guarantees, in order to get people to buy the full-sized product. I also think that they need to make the product cool and acceptable before it reaches the market. Celebrity endorsement is perfect for this situation or hiring influencers to hype the product up. Influencers can blog about how the product may be new and different, but is still good, which can warn people what to expect. My first thought on such a weird product is the introduction of gaucho pants. It has been quite a while, but when they first came out, it was strange and unusual-looking. No such fad had ever come out before. However, as more people started wearing them (particularly my older sister), I started getting warmed up to the idea of wearing them. I bought my first pair and was amazed at how comfortable they were. No wonder so many people opted to buy them, even though they were weird at first.
The lessons learned in this chapter can pertain to so many products but it is really up to marketers to understand their market and how they are prone to react. Realizing that consumers often view packaging and product as one and tend to shy away from “different” products, marketers can address these problems better.
Sunday, February 22, 2009
How to Create Customer Experience Using Social Media
How do companies use Web 2.0 to create a relevant and engaging customer experience to market their products? With blogs, wikis, Youtube, facebook applications, myspace, twitter, podcasts, etc, the Web 2.0 social media options seem to be endless. I’m interested in examining how different businesses can use these tools to not only create an experience that will successfully link to their product, but also how these marketing campaigns can find out more information about their customers and what segment they should be targeting.
In my previous blog, I mentioned the Mountain Dew Dewmocracy marketing campaign that spurred fans to vote for their favorite flavor of Mountain Dew drink. After the voting ended and the raspberry-flavored Voltage was chosen to be part of the Mountain Dew line, Pepsi started a new marketing campaign in which consumers could create their own commercial to advertise the new Mountain Dew Voltage. I believe that it was a contest to see who could make the best one and it would be launched as a real TV commercial. However, most of the videos were posted on the website during the time span of the campaign. When I checked back now, they are using online games to attract users to win Voltage gear. With the easy and convenient sharing of media via Youtube, and the overall faster speeds of the Internet, companies can leverage the user-generated content of videos to promote their products. However, a 50-year old retired senior won’t usually be posting Mountain Dew videos, so Pepsi has segmented their population quite well to the generation of teenagers and young adults who use this form of media to communicate. If you don’t believe me about the video communication, just check out the video option on Facebook wall. If you think no one uses it, think again. A few of my friends in California had a music video wall posting war, where every other day a new video was posted on someone’s wall. The guys would post a Kelly Clarkson video one day, and the girls would respond with the Backstreet Boys the next day. This only proves social media is a huge hit and communication tool among my generation, if only companies can use it correctly.
Social media is still a new horizon for some companies though, and something like viral videos is a hit or miss. In the case of Burger King, you may create a huge make the chicken dance viral website, but it has nothing to do with your brand. In traditional media terms, it would be one of those commercials that you talk about to your friends and then can’t remember what it was advertising. Great entertainment value and possibly experience for the customer, but horrible brand advertising.
Specifically in my paper, I want to analyze a few companies and how their social media campaigns were successful or not in creating a customer experience. I’m not sure if I should focus on a specific social media though or a specific company or pick a few. How much information should I need for a 10 page paper? I found an interesting article on how Cheeto’s has a Random Acts of Cheetos where consumers can upload their own RAOC videos on their www.orangeunderground.com website. Click here for the article.
It is similar to Mountain Dew’s second campaign. The video marketing campaigns may be easy to find, but less diverse in terms of the targeted segment. Although I haven’t done enough research, I might want to look into Facebook Applications and what companies have created popular ones and what experience made it so popular for consumers to download. As you can see, I’m still processing my thoughts. Do you have any suggestions or ways to narrow my focus?
Saturday, February 14, 2009
True Beauty, The Real Experience?
I found our true beauty day to be a great way to learn and understand what consumer experience really means. The experience that we gain from a product is not necessarily how it was displayed or what immediate benefits it gives us, but the deeper benefits (such as inner beauty and self-confidence) that a simple product such as deodorant could instill within us. It reminds me a bit of Maslow’s hierarchy of needs, in which we’ve obtained the basic needs and now are at the higher stages of self-esteem and self-actualization.For Dove products, the marketing scheme is aimed at young to middle-aged women who probably want to be assured that they are beautiful, and will rally behind a brand who knows that true beauty doesn’t mean being a 6-foot skinny blonde model. I believe many of the marketing decisions have to do with what customer experience this segment needs.
With Axe products and the high school male population whom they segment to, the customer experience that Axe is trying to achieve is love, sex, acceptance, and hot factor confidence. The experience of being the hot guy that all the girls chase is the experience. Perhaps it does conflict with the Dove true beauty campaign, but we ignore the fact that these campaigns were made on 2 separate segments that need to hear 2 opposing ideas. This isn’t Unilever’s fault. From a marketing perspective, I think they both have done a good job. As a woman, I still side with Dove and think Axe has racy commercials. I also would never need to buy Axe.
This past summer, I really admired Pepsi’s Mountain Dew marketing campaign. I thought it was one of the smartest ones yet. Mountain Dew came out with 3 new flavors: Revolution, Supernova, and Voltage in the Dewmocracy campaign
. Mountain Dew drinkers were to vote online for their favorite drink flavor, and that one would be kept permanently, while the other ones would only be a part of Mountain Dew’s history. However, I noticed that the flavors were only sold in 12 packs of cans, at least in the Austin area. As an avid Mountain Dew fan, I went through two 12-packs of Mountain Dew to compare flavors, even though I never buy cans of soda, but try to limit drinking soda to when I go out to eat. I found myself sharing my discovery of the new Mountain Dew’s and bringing a few cans of the soda to share with my other Mountain Dew-drinking coworkers. I also presumed to go on their website and check out what other fans were saying. I found the Mountain Dew campaign was not just a way to get the best flavor of Mountain Dew to be chosen, but also a way to create the user experience of community, sense of democracy and choice, and personal freedom and control. All of that could be found in a simple soft drink.The other marketing experience that I notice a lot is chick flick movies. As I watched “He’s Just Not That Into You” with a bunch of my girl friends, I realized how much we related to the movie as we talked about it once the credits started rolling. The theater experience and hearing when everyone laughs, or especially when you hear only a few men chuckle, gives the whole movie a new sense of meaning. If I had waited to rent it and watched it by myself, the movie would barely be half as good. When you experience it together with a bunch of other women and be like “Oh my goodness, I can’t believe we do that,” the feeling of understanding and relating to another woman is priceless. You feel their pains, their laughs, and every other rollercoaster ride emotion in between. We certainly do pay for the experience, and not just the 2 hours of entertainment.
Monday, February 2, 2009
the Secret to Happiness is Low Expectations
I must say that I absolutely loved this podcast! I was watching it in the MIL Lab and caught myself laughing out loud a few times at the various cartoons and the honesty and reality of what Schwarz was saying. I believe the paradox of choice and its 4 negative effects that he highlights, strongly relate to our purchasing behavior.
Analysis Paralysis. When there are way too many choices, we get paralyzed by analyzing all our options and find it impossible to make a decision. Sometimes the easiest choice is to not make a decision at all! Like cell phones. I still haven’t picked up a new one (after 2 years of my old LG that won’t die), because there are way too many phones and options, and not to mention carriers and contracts. I also find that once I do make a decision, I’m not only wondering about what could have been, but I’m also frustrated at how much time it took me to make that decision. This past Christmas, I exchanged some PJ pants from Kohl’s that I had gotten as a gift. I spent a good 45 minutes in the store trying to find something else that I wanted for the exchange. I finally decided on a shirt, but wasn’t completely satisfied. I ended up returning to Kohl’s the next week to go to more of the departments (mainly the picture frames) and returned my already exchanged item for a frame and another shirt. The fact that I remember this in detail, tells you how frustrated and annoyed I am by the whole ordeal. Just give me cash next year….or a gift card to a smaller boutique. From a business perspective, I think that there is a nice niche for boutiques (instead of large department stores like Kohl’s) because you only have so many options when you are in a boutique, and it makes for an easier decision if you don’t compare to all the other stores.
Opportunity Costs = Less Satisfaction. Like I mentioned before, once you make the decision, you keep dwelling on what might have been. It makes you doubt whether or not that was the best option. It reminds me of a story that one of my past professors told about how he offered his young son a lollipop one day and the kid was so excited. The next day, he offered his son a choice between 2 lollipops, and the kid chose one of them, but was noticeably not as happy as he was the day previously. It’s ironic to us, because we are so used to thinking that more choices are a good thing, but in fact, it makes us less happy with our decisions.
Escalation of Expectation. I loved how he said that the secret to happiness is keeping low expectations. I find it very true! Whenever I go watch a movie, I prefer to go on the first day with one of the reasons being that you can make your own judgments, and not have to listen to all the hype from friends or critics. I find that the movies where I go in with high expectation, I usually find to be quite disappointing whereas movies like Iron Man (that I had no expectations for), I found to be refreshingly awesome. I realized that a lot of my friends were disappointed by the Dark Knight which I found amazing (after I watched it the opening night), but they were all the ones who saw it our rave reviews. I’m starting to think that I should stop saying great things about movies, as well as set low expectations for movies that I watch. I want to be “pleasantly surprised” as Schwarz would say; something which has disappeared after all of our many choices, and thus higher expectation for the perfect product.
Self-Blame. We have to blame ourselves if we are unhappy with our decisions especially since there are so many choices. I believe this self-blame will lead us to avoid decision making, because we don’t want to hold the responsibility. It makes me think that it puts a lot of pressure on the household, and that each spouse must really support the other, in all the decisions that have to be made (ex: food, laundry detergent, vacation, schools for children, etc). All in all, more choices is not better, and huge makeup stores like Sephora are great in number of choices, but overwhelming to the point where I’d rather not make a decision, or I face the risk of being stuck unsatisfied and wondering if I could have made a better choice.
Analysis Paralysis. When there are way too many choices, we get paralyzed by analyzing all our options and find it impossible to make a decision. Sometimes the easiest choice is to not make a decision at all! Like cell phones. I still haven’t picked up a new one (after 2 years of my old LG that won’t die), because there are way too many phones and options, and not to mention carriers and contracts. I also find that once I do make a decision, I’m not only wondering about what could have been, but I’m also frustrated at how much time it took me to make that decision. This past Christmas, I exchanged some PJ pants from Kohl’s that I had gotten as a gift. I spent a good 45 minutes in the store trying to find something else that I wanted for the exchange. I finally decided on a shirt, but wasn’t completely satisfied. I ended up returning to Kohl’s the next week to go to more of the departments (mainly the picture frames) and returned my already exchanged item for a frame and another shirt. The fact that I remember this in detail, tells you how frustrated and annoyed I am by the whole ordeal. Just give me cash next year….or a gift card to a smaller boutique. From a business perspective, I think that there is a nice niche for boutiques (instead of large department stores like Kohl’s) because you only have so many options when you are in a boutique, and it makes for an easier decision if you don’t compare to all the other stores.
Opportunity Costs = Less Satisfaction. Like I mentioned before, once you make the decision, you keep dwelling on what might have been. It makes you doubt whether or not that was the best option. It reminds me of a story that one of my past professors told about how he offered his young son a lollipop one day and the kid was so excited. The next day, he offered his son a choice between 2 lollipops, and the kid chose one of them, but was noticeably not as happy as he was the day previously. It’s ironic to us, because we are so used to thinking that more choices are a good thing, but in fact, it makes us less happy with our decisions.
Escalation of Expectation. I loved how he said that the secret to happiness is keeping low expectations. I find it very true! Whenever I go watch a movie, I prefer to go on the first day with one of the reasons being that you can make your own judgments, and not have to listen to all the hype from friends or critics. I find that the movies where I go in with high expectation, I usually find to be quite disappointing whereas movies like Iron Man (that I had no expectations for), I found to be refreshingly awesome. I realized that a lot of my friends were disappointed by the Dark Knight which I found amazing (after I watched it the opening night), but they were all the ones who saw it our rave reviews. I’m starting to think that I should stop saying great things about movies, as well as set low expectations for movies that I watch. I want to be “pleasantly surprised” as Schwarz would say; something which has disappeared after all of our many choices, and thus higher expectation for the perfect product.
Self-Blame. We have to blame ourselves if we are unhappy with our decisions especially since there are so many choices. I believe this self-blame will lead us to avoid decision making, because we don’t want to hold the responsibility. It makes me think that it puts a lot of pressure on the household, and that each spouse must really support the other, in all the decisions that have to be made (ex: food, laundry detergent, vacation, schools for children, etc). All in all, more choices is not better, and huge makeup stores like Sephora are great in number of choices, but overwhelming to the point where I’d rather not make a decision, or I face the risk of being stuck unsatisfied and wondering if I could have made a better choice.
Tuesday, January 27, 2009
Generation Why? Because it comes after X?
As I read the suggested articles, I realized that a lot of it, I found myself agreeing to, but at the same time, I found that some of the information was outdated. It was ironic, because the “Generation Y” article was talking about our generation as becoming of age, but I believe that time has already come. Born in 1986, I’m actually in the middle of that time span, and I’m soon to become a working professional who is already thinking about building up my credit to one day buy a house. A lot has changed in marketing since that article, mostly due to the advances in technology which they touch on. The Internet has drastically changed all that we know, and it’s weird for me to think that we are the only generation to remember growing up with and without Internet. Do you remember the first time when you accessed the Internet? Sent an email? Waited for a photo to load?
Time has changed and proved many of the “Generation Y” article’s thoughts to contain some truth. The myspace podcast and “Growing up Digital” website also affirmed some of those thoughts. Three major characteristics that I noticed in our generation is our diversity and acceptance of it, relied trust in word of mouth from friends and not companies, and addiction to the Internet. How can businesses market to our generation knowing this though? I’ll share my thoughts on that too!
Diversity. Our generation is much more racially diverse, and so much so that we don’t even notice it. We don’t remember a time when there was such a strong dislike for another race. (Although I will admit that as a child, I was occasionally made fun of because I was Asian.) However that is nothing compared to what the previous generations felt. I can best illustrate this thru my realization from professors, co-workers, and my own parents how historical this past presidential election was. To me, I saw just another candidate running for office. The baby boomer generation saw an African-American man running for president. As for marketers, I think that they should began thinking about the different needs of different races and cultures. (Example: Makeup for Asian skin tone) Also, is there segmentation based on race? Are there similarities within segments that you can market directly to? How does word of mouth play in these segments?
Word of Mouth. WOM. Our generation doesn’t trust the companies (or celebrities for that matter). We trust each other. The old days of marketing to a large homogeneous crowd through a simple TV ad are gone, because we are so different in our wants and needs, and of course, we are quite skeptical that the company will want us to buy their product. However, if we hear from one of our peers that has similar taste in clothes, music, or food as us, then we are much more likely to purchase a product that they recommend. The Internet and its many social networking sites (Facebook, Myspace, Twitter) along with many new ways to communicate (AIM, Skype, Text Messaging) allows for much more communication to take place with more of our “friends.” Marketers need to take advantage of the technologies and use it to network with us, as well as use us to be “influencers,” “brand ambassadors,” whatever it is that they call it, when we spread the word about a product. (Example: Your blog on how amazing Twilight is, or was it your Facebook note?)
Internet Addiction. I’m not quite sure if I would describe it as being addicted to the Internet, but I’m sure that our generation spends countless hours on Facebook, Youtube, and the like. I started Facebook in 2005 when I entered college, and now 3 years later, my 31-year old sister and my 16-year old cousin both have Facebook. The phenomenon has spread to where almost every single person in Generation Y is sharing their profile, photos, and videos on Facebook. I find it to be one of biggest sources of communication as I often write on a friend’s wall if they are available for lunch. Events are made; no paper card invitations or countless phone calls, just an easy Facebook event. I check it every day, more often than my email. As I surf around on the Facebook website for quite a while, marketers have a great chance at serving some customized advertisements to me. I noticed that because I watch House and enjoy bowling, that I’m getting ads just for that. For marketers who want the Generation Y demographics, Facebook is a heaven-sent, and in my opinion is well worth paying for the advertisement space. However, I still suggest that marketers continue to look ahead of what may be the newest Facebook on the Internet (perhaps Twitter?), and innovate new ways to spread the message of their goods and services to an eager audience, who is willing to pass along the word to their Internet buddies.
Time has changed and proved many of the “Generation Y” article’s thoughts to contain some truth. The myspace podcast and “Growing up Digital” website also affirmed some of those thoughts. Three major characteristics that I noticed in our generation is our diversity and acceptance of it, relied trust in word of mouth from friends and not companies, and addiction to the Internet. How can businesses market to our generation knowing this though? I’ll share my thoughts on that too!
Diversity. Our generation is much more racially diverse, and so much so that we don’t even notice it. We don’t remember a time when there was such a strong dislike for another race. (Although I will admit that as a child, I was occasionally made fun of because I was Asian.) However that is nothing compared to what the previous generations felt. I can best illustrate this thru my realization from professors, co-workers, and my own parents how historical this past presidential election was. To me, I saw just another candidate running for office. The baby boomer generation saw an African-American man running for president. As for marketers, I think that they should began thinking about the different needs of different races and cultures. (Example: Makeup for Asian skin tone) Also, is there segmentation based on race? Are there similarities within segments that you can market directly to? How does word of mouth play in these segments?
Word of Mouth. WOM. Our generation doesn’t trust the companies (or celebrities for that matter). We trust each other. The old days of marketing to a large homogeneous crowd through a simple TV ad are gone, because we are so different in our wants and needs, and of course, we are quite skeptical that the company will want us to buy their product. However, if we hear from one of our peers that has similar taste in clothes, music, or food as us, then we are much more likely to purchase a product that they recommend. The Internet and its many social networking sites (Facebook, Myspace, Twitter) along with many new ways to communicate (AIM, Skype, Text Messaging) allows for much more communication to take place with more of our “friends.” Marketers need to take advantage of the technologies and use it to network with us, as well as use us to be “influencers,” “brand ambassadors,” whatever it is that they call it, when we spread the word about a product. (Example: Your blog on how amazing Twilight is, or was it your Facebook note?)
Internet Addiction. I’m not quite sure if I would describe it as being addicted to the Internet, but I’m sure that our generation spends countless hours on Facebook, Youtube, and the like. I started Facebook in 2005 when I entered college, and now 3 years later, my 31-year old sister and my 16-year old cousin both have Facebook. The phenomenon has spread to where almost every single person in Generation Y is sharing their profile, photos, and videos on Facebook. I find it to be one of biggest sources of communication as I often write on a friend’s wall if they are available for lunch. Events are made; no paper card invitations or countless phone calls, just an easy Facebook event. I check it every day, more often than my email. As I surf around on the Facebook website for quite a while, marketers have a great chance at serving some customized advertisements to me. I noticed that because I watch House and enjoy bowling, that I’m getting ads just for that. For marketers who want the Generation Y demographics, Facebook is a heaven-sent, and in my opinion is well worth paying for the advertisement space. However, I still suggest that marketers continue to look ahead of what may be the newest Facebook on the Internet (perhaps Twitter?), and innovate new ways to spread the message of their goods and services to an eager audience, who is willing to pass along the word to their Internet buddies.
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