Rolltop Computers

     Technological advances and innovations are, clearly, nothing we're just beginning to learn about.  The focus has been convenience, mobility, and the additions of applications, tools, and capabilities.  Apple computers have recently introduced their lines of Ipads, which is just another example of how much smaller our computers are getting and how great our technology is advancing.  I recently wanted a clip about a rolltop computer, and thought I would share it!  Its size and flexibility allows for a more convenient way of carrying a laptop, which would probably be their number one marketable feature.  Check it out!
  
http://whereispuck.com/2011/03/09/rolltop-computer/#more-489

 After watching the video, what other features could this company market to potential consumers?

In Response to Britney Perkins'...

     I really enjoyed reading Britney's post this week!  Over this past summer, i read Blink for the first time, and loved it!  I was amazed at the decisions we make without even realizing it; ones we can't explain even after the decision has been made.  I, myself, have found my emotions taking over after certain phrases or even foods are mentioned.  But we must also keep in mind, as the book tells us, that some decisions really should take us more time, and our answers cannot be determined by a simple feeling or reaction we have to something.  It is important, then, that we are aware of the types of decisions that can be used when a decision must be made.

Touring to Re-target...

     I recently read an article announcing that the soymilk company, Silk, is driving to ten cities to launch a brand awareness and consumer engagement campaign.  This city sample will learn the multiple uses of Silk product and  be involved in helping Silk collect consumer data that will be used for re-targeting consumers.
     Jen Hartley, Silk's director of marketing, explains that the company was finding that consumers were buying dairy milk in addition to their Silk products.  They say that many users are unaware that their product can be used for cooking and baking and a number of other things.  In order to help gather more data on their consumers, the company is giving out coupons to those willing to participate.  "'When consumers provide that information, they're agreeing to opt-in to our database for Silk", Said Hartley. "So with their permission, we would be sending them e-mails with additional information about our products.'  As part of registering for the challenge, they can select certain preferences, and we can provide certain usage tips and things that would be relevant to the way they use Silk."  (Peterson)  With this information and other promotional tools, they are using ZIP codes for demographic and location analysis; they are using TV commercials and print ads in publications to drive consumers to their SwitchToSilk.com website.  Not only does the website provide coupons for their products, but it also provides a ten-day plan to help consumers switch to soymilk.
     Because the purpose of this new campaign is to identify a new target market, they have identified nutrition "'nutrition conscious' consumers, specifically 30 to 50 year-old women who handle their households' primary grocery shopping..." (Peterson).  Overall, Silk is trying to retrieve a new target market.  But they are also making a big effort to educate consumers about the multiple uses of their non-dairy products.

Do you see this road campaign as being successful for Silk?  Are there any disadvantages for organizing such a campaign?

http://www.dmnews.com/silk-launches-road-tour-to-promote-soymilk-use/article/199424/

In Response to Aubrey Menegus' Post...

     I thought Aubrey asked a really great question to follow up with the movie "The Overspent American".  Personally, I think we can more easily blame this worrisome trouble on the spending habits of individuals.  But I honestly don't agree that the problem stops their.  Our ancestors created this idea of the "American dream".  I think over the years, this dream has been altered little by little, which has blurred our perception on the original idea.  Greed is not a characteristic to be left out, but I think it is only involved because of the competition brought on in living this dream.  I don't believe that marketing, directly, is to blame for this problem.  I think marketing only takes further advantage of the strong desires we have to buy more and more.  Would it help if we were to rid products of their marketing tactics?  Of course.  But I still believe we would see similar problem, perhaps on a less drastic sale.  As a society, I think we need to look at our budgets realistically and confront the fact that we are not all millionaires or billionaires, and that its unhealthy to continue trying to live as those more fortunate do.

Should Ordinary People Replace The Celebs In Social Media?

     After reading a brief article written by Tim Peterson, I was rather interested in the idea that celebrities that help market products could very well be replaced by ordinary people.  The SES Conference and Expo was held in New York this year, on March 22, where key note speaker Duncan Watts explained that "...the influencers with the largest mouthpiece are not always the most cost-effective brand ambassadors" (Peterson).  He explains that "Potentially, anybody can influence somebody else...The real thing you want to do is quantify that in terms of the outcome that you care about..." (Peterson).  By using ordinary people in social media, in other words, you create more of a trust between customer and company.  There is more of a belief that, when an ordinary person is on the screen talking about how great their cleaning product is, that this particular product could also work for you.  Personally, if I saw a celebrity advertising a cleaning product, the first question that would come to me would be- does this celebrity even know what that product does?  They have nannies and maids, so how would they know how much sparkle the product leaves?  By seeing ordinary people enjoy and trust a product, we, as other ordinary people, are more likely to trust it too.
     On the other hand, some celebrities may endorse products that sell simply based on the fact that the celebrity wears it, or owns it, so ordinary people want to too.  Take Michael Jordan sneakers, for example.  Does it then depend on the product you sell?  Should companies try to reach a more trusting relationship with their customers?  Should celebrities still be involved with the social media, or do you agree that ordinary people should start a social media career of their own?

http://www.dmnews.com/rely-on-ordinary-people-not-celebs-in-social-media-ses-conference-expo/article/198897/

In Response to Ashley Guidi's Post...

     I found Ashley's post very interesting.  For the most part, I don't believe people give grocery stores enough credit about their innovative ways of marketing their products and services.  I think the way they market these things are much less obvious to most than the way other companies advertise their products and services.  But do they work?  Absolutely!  Parents give in to their children's whining about a special cereal, parents may see a sale on a particular item, and other customers may just think its something they'll use in the very near future.  I will admit that I myself rarely walk into a store and buy only the items on my original shopping list.  Overall, I definitely think we underestimate the ability of grocery stores to lure their customers into buying items they don't really need.

Starbucks: Bringing in Technology to Make It Even MORE Convenient to Purchase Coffee

     Several weeks ago, I introduced the up and coming idea, and great possibility, of mobile marketing.  The idea of using phone not only for your personal banking, but also for general transactions is becoming more and more popular, and Starbucks is quickly catching on.
     "In February, the company rolled out mobile payment functionality to all of its 6,800 company-operated US stores. The program allows customers to pay by waving their iPhone or Blackberry under the barista's scanner, which reads a barcode in the Starbucks app connected to the individual's preloaded Starbucks card.
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     Also late month, Starbucks made it easy to distribute gift cards through the internet.  Now, customers can give their friends and family Starbucks gift cards through e-cards!  Starbucks is also using Facebook to advertise and reach their customer base.  Howard Shultz, the CEO of the company, applauded the marketing department of the company, saying that they were innovative, and cost-efficient in their promotional ideas, and that they were successful in expanding their marketing and finding new ways to become more competitive in their industry.  The company feels that they are coming back strong, thanks especially to their active involvement with social media.  They believe it has been a great help in improving their relationship with their customers.
     In December of 2009, Starbucks revised their reward plan into a three-tier loyalty program that lets customers advance the more they used their card.  "It has added 2.5 million loyalty members since its launch and there are 1 million Starbucks customers who have reached the gold-level status (using a registered card 30 times within a year). 
"  As you can see- Starbucks has been very conscious of the way their advertise their products and promote them.  Social networking for companies today can be extremely beneficial.  Are there any disadvantages to introducing all of this digital media and new technology into a company such as Starbucks?  Should they have spread out their introductions to e-cards and mobile payment methods, or is it appropriate that they install them one right after the other?


http://www.dmnews.com/bracing-pace-for-starbucks-cmo/article/197203/