Twitter Conversation

Group 10:  By Xiang Li (Diane) @dianelucky ; Hai Liu (Kenny) @KennyLiu15 ; Zhiwen Sun @szw186 ; Michellehyland @michellehyland; Yunyao Jiang (Nancy) @nancyttfly

On Thursday July 25th, Lindsey Kate McCarthy (@lindseykate412) came to visit our Marketing 420 class (#MKTG420TH).  She spoke about her experiences working for the Eugene based ad agency Cawood and her path at becoming an account executive there.  Lindsey was very insightful on how a marketing plan is executed once it is created.  She shared her experiences working with Cawood and some of the projects she helped with, such as the WVCI Believe (#WVCI) project.  Lindsey provided a great insight to life after college by walking the class through her experience as an intern for Cawood while she was still a UO undergraduate.  Lindsey gave real life examples of what it takes to go from an internship to a career while transitioning from undergraduate to graduate.  The class was very engaged and interesting in her success story.  Some of the tweets the class had included:

Besides from being informative about life after college, Lindsey provided insight into the etiquette of social and mobile marketing.  She explained the difference between Facebook, LinkedIn, and Twitter and how companies leverage Facebook and Twitter to engage with people.  The main points Lindsey covered were the differences between Facebook and Twitter advertising.  “Facebook is not a place to sell your products and services”, Lindsey said, instead it is a place to interact with people.  The recommended number of Facebook posts a company should post per a day is about 1-4.  While Twitter is a social media site that encourages any number of tweets per day by companies and has less restrictions than Facebook.  According to the Twitter posts that day, the classes favorite quote of the day was:

 “Marketers have only one goal – to persuade the audience to take action.”

Our group encouraged the class to learn more about sales promotion the day before class, here are the videos and articles we shared with the class:

Twitter Conversation

Group 1: Dallas Smelley, Kelsey Malvey, Kyle Maginnis, and Kris Krupke

On Wednesday, July 24, our group conducted a class twitter chat, along with our chapter presentation.  Our presentation was on chapter 10, “Direct Marketing”.  We decided to synchronize our chapter presentation and our twitter conversation since the material overlapped.  We believe that coordinating made it easier for students to stay engaged in the presentation, while still interacting on twitter.   

We decided to use the hashtag #thebestofinfomercials to spark the twitter discussion concerning the different aspects of infomercials that students have experienced, seen, or heard.   We started our twitter conversation the day before our class meeting.  Here are some of the posts from class. 

Great ad game in your presentation team 1! #mktg420 – @oliviadionne

#mktg420 We can see the important a design is in marketing. – @Hangmian

Good morning #mktg420 participate in our twitter chat #thebestofinfomercials I got it started by posting the top 5 infomercial fails below – @kylemaginnis;l

Join our twitter chat #thebestofinfomercials #mktg420 – @dallassmelley

What’s your favorite infomercial? http://www.time.com/time/specials/packages/article/0,28804,2011470_2011194_2011130,00.html #thebestofinfomercials #mktg420 – @KelseyMalvey

How many of you have bought a product through an infomercial? #thebestofinformercials #mktg420– @kylemaginnis

“@kylemaginnis: How many of you have bought a product through infomercial? #thebestofinformercials” #mktg420 – @dallassmelley

#mktg420 who do you think the target market is for infomercials? #thebestofinfomercials – @dallassmelley

Who has bought a product through informercial? #thebestofinfomercials #mktg420 – @KelseyMalvey 

Check 10 of the worst infomercials http://m.youtube.com/watch?v=raUDOPD5LbQ #thebestofinfomercials – @KrisKrupke

Although we received some responses out of our very small class, we did not get as many as we were hoping for.  There are definitely some things that we should have done differently.  As a group, we all made sure to like and retweet team members’ tweets, but we should have tweeted at individual students, in order to start up a conversation.  We realized that when you specifically tweet a student, you are more likely to get a response.  Some of the responses we received were towards the information our guest speaker had discussed.  When noticing that some of the tweets did not talk specifically about infomercials, we were still pleased that students were interacting and tweeting. 

After lecture, we also realized that some of our group members were tweeting #thebestofinfomercials and others #bestofinfomercials. We should have been more consistent on what the hashtag was, in order to be clear and straightforward to class members.  To be more effective and receive more responses during lecture, we should also have emailed the class, along with tweeted directly to students the night before. 

Our group believes that our twitter conversation was a great learning experience and because of that, it was a success.  If we had the opportunity to do this again in a class, we now have the experience to execute more effectively.

How to Reach Generation Z?

There are a lot of target segments that have potential for businesses. However, the most interested and popular target segment currently is the Generation Z. They are people who are born between 1992 and 2010. They have developed critical corporate skills including collaboration, curiosity, critical thinking, and problem solving. According to the article, “What You Can Look Forward to-and Learn From-Gen Z” by Paul Shread stated that 76% of Generation Z feel that their experiences with the online world will help them reach their goals. In other words, this is implying that they do a lot of things on the internet including learning, shopping, socializing and more. This also links to the fact that they are very modern and are very experienced in technologies. So how do marketers reach to the Generation Z segment? According to the article “3 Ways Companies Can Reach Generation Z”, illustrates that Generation Z can be reached through three ways by understanding them. The first important thing to note about Generation Z is that they are not brand loyal. This is because they get knowledge about products and services through online reviews by customers and learn about them or through their friends. Therefore, businesses using to build brand loyalty strategies will not work well in keeping and attracting them effectively. The second thing to note is that Generation Z are “extreme curators, sharing and panning everything from movies to books to clothes” and so on. Therefore, this implies that the way they shop are very different from others. Finally, the third thing to note is find the answer to the question of what does Generation Z care about? The answer is that they care about “finding and sharing the best stuff in the world” through online. This implies that Generation Z are discoveries of brands and products and they evaluate them and then share their results to others. Therefore, marketers should not control their selling of products to them, but to get them engage and encourage the products to them.

Image

Overall, marketers have to focus on new marketing strategies to attract Generation Z. Traditional marketing does not work very effectively towards them. In order to attract them, businesses have to know what the Generation Z are thinking and their behaviors. 

 

Youtube: https://www.youtube.com/watch?v=m-m4D-WVZxs

 

This video summarizes the Generation Z through the Australia perspective. 

 

 

Sources: 

http://business.time.com/2013/04/10/what-you-can-look-forward-to-and-learn-from-gen-z/

http://mashable.com/2011/04/08/marketing-generation-z/

The Effectiveness of Sales Promotion

Brittany Snyder

Twitter:       @britsnyder3

LinkedIn:    linkedin.com/in/bsnyder3

Sweet-Treat

When I think of the phrase “Sales Promotion” my mind instantly shifts to Starbucks Coffee Company. As a former barista who managed every store promotion at my store, it seemed almost every other week we were launching a new product or promotion. Aside from the required daily sampling of new pastries and beverages, we were almost always advertising for in store giveaways and discounts. I cannot count the number of  t-shirts in my closet I still have from working there- whether they were to promote “Frappy (or Happy) Hour”, VIA® Instant Coffee, Refreshers™, new or seasonal coffee beans such as the Tribute Anniversary Blend™, “Buy One Get One Free Holiday Drinks”, “Treat Receipts”, the Gold Card Rewards system (encouragement of repeat purchase)- the list goes on.

Starbucks does marketing differently from their competitors. While the company was founded in 1971, their first advertising campaign on television took place in 2007. Television advertisement is not a primary focus for the company’s marketing strategy, as Starbucks “does not stress about aggressive advertising in order to win customer sales”.  Instead they utilize sales promotion, which is “less expensive and more controllable, to push immediate turnovers”.  Through sales promotions, Starbucks is able to build a strong brand loyalty among their consumers because they are able to give them a short-term incentive, which motivates them to purchase Starbucks products immediately. Currently, Starbucks is promoting their cold beverage line of drinks through the “Treat Receipt” campaign. Through this campaign, customers are encouraged to come back after 2pm with the receipt from their morning coffee in order to receive any grande sized beverage for only $2, no matter how special the customization of the drink is- stimulating trial purchase. (Typically extra shots and soy milk are an additional fee.) The “Treat Receipt” brings back the same traffic from the morning crowd and allows the consumer to try something they normally wouldn’t purchase at a discounted price. 

http://natmar124.blogspot.com/2011/10/ch-18-sales-promotion-and-personal.html

CEO Howard Schultz stated that the company does not believe that brand sustainability can be achieved through only advertising and sales promotion, however, and that the key is to build a personal relationship with each customer. Nevertheless, this marketing strategy has led the company to its current success.

This video commercial launched in the U.K. exemplifies perfectly the Starbucks strategy of integrating sales promotion and building individual customer relationships.

Apple iOS 7 Icon Design

Image

This week in class we had a guest speaker come in and speak about the more creative side of marketing. He challenged the class to take apart and really analyze the elements of an iPhone ad. It was probably an activity most students were uncomfortable with and just didn’t have a lot of prior experience with. A lot of times business students don’t see creativity as one of their strong points, but with strong branding becoming such a driving force in the consumer market it’s important to find new innovative ways to do things.

Like our speaker in class said today, Apple is one of the companies with the strongest branding. Their simplistic and clean design is how they are easily recognized and with their new iOS 7 upgrade coming in the fall it looks like they’re pushing it one step further. There has been a lot of buzz around the new home icons where they have gone in favor of a light new color way and a flat iconic feel.

And who was behind the design of the new aesthetic? It might come as a surprise that it was actually the marketing and communication department at Apple rather than the design team. Only after the team set the look and color palette did the design team take over using those palettes as a guide (TNW).

This is an excellent example at how creativity doesn’t have to come strictly from the creatives. Creativity and great ideas can come from all sectors of a business and each person has the ability to think of something new and innovative.

“Creative thinking is not a talent, it is a skill that can be learnt. It empowers people by adding strength to their natural abilities which improves teamwork, productivity and where appropriate profits.”

— Edward de Bono

Tami Vergara is a student at the University of Oregon
@tamive
LinkedIn

Marketing and Design

Elliott Gilliland (@the_real_elliot)

Marketing and Design

PictureThis

Today in class, our guest speaker was Richard Lennox an art, digital photography and design teacher at Lane Community College.  While at times his lecture seemed unorthodox, he was able to bring up a topic that I have never really thought a lot about, design and its connection to marketing.  During my time at the Lundquist College of Business I have analyzed, created and implemented many different marketing plans, but I have never thought about or considered the design process of the product I was selling.   His lecture made me realize the importance of this topic.

Before even connecting design to marketing, Richard was able to communicate the main principles of design that normally go unnoticed.  Design is all about spacing, size and positioning.  By placing a simple object at an angle relative to other objects, it triggers a response in our brain that something is wrong, it makes us nervous.  By changing the size of that object the strength and potency can be manipulated to create the desired feeling the artist wants to communicate. It does not take a world-class artist to create effective art, it only requires knowing the feeling the piece is trying to evoke.  Someone with a sound strategy as well as knowledge of the design process can create or help create very effect marketing tools.

This link is an excerpt from a book Richard mentioned in class call Picture This: How Pictures Work by Molly Bang. This excerpt does a great job of explaining spacing size and positioning. http://www.nhsdesigns.com/pdfs/graphic_ss_picture-this.pdf

appledesign

Apple has mastered the art of design in their products as well as their marketing.  Every Apple ad has the principles of design at the forefront of its creation.  By doing this, Apple is able to create ads that convey the desired reaction they want from their target audience.  They are able to make their ads surprise us, even on the 4th generation of a product, but not only that they are able to improve their IMC plan through design.

By working together with their marketing, design and engineering departments Apple is able to create an ad campaign that is one cohesive unit.  From the design of the product to the marketing of that product, where it is positioned and its attributes, Apple is on the same page.  Their target market is pinpointed and reached in the most effective way possible through a combination of marketing and design.

This combination of marketing and design is what makes Apple so effective and a mastery of this concept is required in today’s marketplace.

Disney retailer store

disney-disneyland-opening-pretty-Favim.com-237955

———-Linsen Xu

Disney retailer store is located in Disney land resort, and it is kind of Disney Company’s product direct-sale store. There is my personal experience about when I used to work at Disney retailer store, and I learned some marketing sale strategies and tactics. Disney retailer store is located in Disney land resort, and it is kind of Disney Company’s product direct-sale store. There is my personal experience about when I used to work at Disney retailer store, and I learned some marketing sale strategies and tactics. Mover, I use these personal experiences to compare to what I learned from MKTG 420, I hope it will help everyone to more understand marketing.
I have been selected to participate as a Retail Sale Clerk cast member on Disney College Program at the Disneyland resort for fall 2012 season. I have the opportunity to work indoors and/or outdoors at a number of locations throughout the Disneyland resort. Responsibilities include operating a point-of-sale system (POS register), cash handing, greeting Guests entering and exiting the location, stocking, and counting inventory. I was expected to assist guests with their merchandise selection and share resort information. This position requires walking or standing in outdoor locations.
I learned really valuable marketing skills from the internship, for example, how improve promotion and how attract more customers, just like the content from chapter 2, industry promotion, we must learn how to do customer control.
First, brand effect and attractive slogan, the Walt Disney company have been 90 since it was found, “create happiest place” and “dream comes true for everyone” make whole world to know who is Walt Disney and what is Walt Disney company, a well-known brands will make customers fell satisfy and safety, therefore there are lots of guests prefer to spend money to buy goods from Walt Disney company, so brand effect contribute too much for benefit of Walt Disney company. Second, the annual sale volume of Walt Disney Company is 38.063 billion dollars; the problem is how Walt Disney Company makes huge benefit? The answer industry chain, Walt Disney Company is consisted of film Production Corporation, Pixar animation studios incorporation, advertising incorporation, various hotel and restaurants, down Disney shopping stores. Therefore, everything start with only a mouse and a Disney park, Disney resort attracts millions of visitors to the park, therefore there are countless motel, hotel, restaurants, stores, shopping stores are build both inside and outside of park, when visitors spend all their energy to visit park, Walt Disney company offer their own motel, hotel, restaurants, stores to visitors, so company can make huge benefit form guests no matter they are weak up or sleep, this kind of brand extension will cost highly, but it is very efficient tactics about expand brand. Huge industry chain can bring lots of benefit for company.
Third, what is called “demand will be supply, supply will increase demand,” because smart business man will produce goods after they find a consumer group. Everybody will remember what we learned from chapter 4, one of concepts is marketer must learn how to identifying target segmentation. Walt Disney Company cannot attract lots of adults to come to the park, but it could attract adults’ children, parents will never say no for cute little girls and little boys. Therefore, Walt Disney company find most consumer group in the world—–children’ parents, sounds like an old story in China, “controls the political situation using emperor.” Therefore, most of goods of Walt Disney Company forces children and teenagers, company produce toys, clothes, cups, soft plush doll based on Disney characters, and goods are updating every day. Therefore, in my opinion, I find brand effect, industry chain, consumers group are keys of marking.
Everything above about how Walt Disney Company makes profit and operation, I told about them depends on realism. However, I won forgot that there is really important element to support whole company, and it is basic if Walt Disney Company, it is faith. Walt Disney Company’s faith is creating happiest place in the world for everyone, it helps people to believe “dreams must come true if people can hold.” Faith is not religion, bewitch or lie, it is part of human’s emotion. Walt Disney Company is different from other companies; because other companies sell goods based on various marketing strategies, but Walt Disney Company give chances which dream comes true to people based on faith.
This is my personal experience about connection between Walt Disney Company and MKTG 420, I hope it will help students more understand what we are learning.