Free Stuff

Today, I turned twenty-one.  I had been warned that turning twenty-one would be very anticlimactic.  Fortunately, that was not the case.  It was everything I had hoped it would be and more.  There were a lot of people at my birthday party.  Everyone was sweet and generous.  By sweet, I mean literally sweet.  I ended up with two large birthday cakes, a giant bag of peanut butter M&Ms, chocolate covered pretzels, cake balls, and three bottles of champagne.  I was/am extremely grateful for all of the sweets and other gifts that I received, but knew that I would not be able to consume all of those things by myself.  I was eager to share. 

I got my second cake at dinner tonight.  It was a delicious, homemade chocolate cake with chocolate icing.  My friend had taken the time to draw flowers on top and all along the sides of the cake.  She even put a picture of Zac Efron on top.   It looked fantastic, and tasted even better.  My friends (my party had been the night before, so dinner was just with a few of my closest friends) and I ate less than a quarter of the cake.  We offered some to the waitress, but she politely declined.  On our way out of the restaurant a group of three men in their mid to late thirties sitting at the bar saw the cake and asked if it was my birthday.  They were very flirtatious.  They complimented my outfit and told me I looked pretty.  They were nice, but they were a little excessive.  They finally asked about the cake, which I knew was what they wanted the whole time.  Since I already had so many sweets, I offered them some cake.  They asked the bartender for plates and a knife to cut the cake.  I handed one of the men the cake box, so he could cut his own slice.  He proceeded to take half of the cake.  He then had the audacity to ask one of his buddies if he thought that would be enough for three of them.  I refrained from responding that my five friends and I had not eaten half of what he had just cut for him and his two buddies.  They returned what was left of my cake, and thanked me because I had saved them each about eight dollars.  They were planning on buying dessert, but no longer needed to. 

When I joined my friends outside to go home, I showed them my cake and they were astonished.  None of us could believe that three strangers had taken so much of my cake.  It was really tacky, but it made me think about how much people love free stuff.  I would never pay for anything if I could get it for free.  If there is a sign that says ‘free food’ or ‘free shirts’ it’s almost guaranteed that I will be there.  I have friends that go to Harris Teeter just to eat the free samples.  No one turns down something that is free, so I guess I cannot blame them.  I did not need that extra cake anyway.  I actually still have a little bit left if anyone is interested. 

Posted by Leigh Vogedes

Silly Bandz and Viral Marketing

As a nation of consumers, we are obsessed with the latest fads and trends.  While some of these fads have reasonably long lives, others go extinct almost as quickly as they become popular.  Many of these trendy products have characteristics in common.  They are cheap, easy to find, and collectible, as in there are multiple variations (color, size, etc.)  Time will tell if the latest fad, Silly Bandz, will have the ability to remain popular for several years.

           

Robert Croak, founder/creator of Silly Bandz, first encountered similar products while on a trip to Japan.  When he first started he was shipping approximately 20 boxes a day from his home.  He now ships over 1,500 daily.  The incredible thing is he has created this success without any advertising.  He has rode an incredible wave of word-of-mouth marketing that has taken advantage of the new popularity of internet marketing through websites like Twitter and Facebook.  Currently over 350,000 people have “liked the Silly Bandz Facebook page.

For those who are not familiar, Silly Bandz come in packs of 12 or 24, and are nothing more than rubber bracelets that become a unique shape when you remove it from your wrist.  The product seems like a combination of two other fads, the Livestrong bracelet and the collectability of Pokemon, as many engage in the trading and purchasing of them in an effort to collect them all.  The Silly Bandz website features packs that include bands that appear as Marvel comic characters, Justin Bieber, and dinosaurs.  These bands, like so many fads, seemingly came out of nowhere in their rise to fame.  Like many fads, it sounds like a “stupid” idea until someone makes it popular.

What is fascinating to me is how something can become so popular, despite no advertising.  Currently four different packs are now among the top fifteen bestsellers on Amazon.com.  It is incredible to see just how powerful word-of-mouth advertising can be.  It is understandable that things can become popular within a local area, such as a school.  But Silly Bandz has had success nationally solely due to buzz marketing.  Silly Bandz captured the nation’s obsession with finding the latest and hippest trends and capitalized on the marketing potential of the online community.  Word-of-mouth advertising has been boosted by the development of social media sites.  Where it used to take months to spread news about a product, it can now be done with a single update.  Silly Bandz exemplifies the effectiveness of viral and buzz marketing and demonstrates why marketers need to learn how harness its power.  I anticipate viral marketing will become the focus of marketing departments going forward and may replace mass media marketing as the focus of promotional campaigns.

Posted by Michael Austin

Real Estate Marketing Campaign with a Twist

http://www.housingwatch.com/2010/09/09/sexy-homes-spice-up-north-carolina-market/?icid=main|main|dl4|sec4_lnk1|169394

I thought this article was very interesting.  It is kind of like shopping for a home in the same way you would shop for clothing in a magazine.  A real estate firm in Charlotte, NC decided to change the way they marketed properties and are now hiring models to pose in listing photos of luxury homes.  The firm had been doing very well in 2006 and 2007 and was the #1 seller of high-end homes in Charlotte, but when the real estate market began to decline in 2008 and 2009, the owners, Nick and Miriam Peters, decided to revamp their marketing campaign.

            Just as clothing companies hire attractive people to model their products in magazines, this real estate firm has hired models to, essentially, “try on” these luxury homes.  This can allow customers to envision themselves in the home just as they could envision themselves wearing an article of clothing that has been presented by a model in a catalog. 

            The owner evaluated his campaign’s effectiveness and found that visitors browsing listings with typical photos only stayed on the listing for 40 to 60 seconds whereas they stayed on the listings with the “lifestyle photos” for 4 to 6 minutes.  The longer a client stays on a listing the greater the chance they will purchase it.  Overall, the Peters’ listings went from getting 3 to 4 clicks per week to getting 10 to 20 clicks per day.  In addition, the firm has seen a 300% increase in home sales over the past year. 

            Nick Peters, whose target market includes wealthy clients such as pro athletes, coaches, business executives, and entertainers, also creates additional value for his customers.  When clients come to Charlotte he has them picked up at the airport in a foreign car and taken to a spa for some relaxation or to a club for some golf.  Once the customer is rejuvenated Peters takes them house hunting.

            I think the Peters did a fantastic job with their marketing campaign, not only because it was so successful, but because including a model in the photos allows the buyers to see themselves in the home.  It is helpful for these clients to be able to envision themselves in a home before they make such a large investment.  In addition, placing an attractive model in photographs of luxury homes may encourage clients to buy because they may subconsciously imagine that living in the home will make them appear chic and glamorous just like the model.  Finally, I think the unique buying experience Peters created for his customers by pampering them prior to their search for properties was also a brilliant idea.  The decision to buy a luxury home is a big decision and a large investment.  Therefore, it helps that the buyer is relaxed and in the right frame of mind before they begin their search for the ideal property.

            This article made me wonder: Will other high-end real estate firms emulate what this firm has done?  Will these additional services now be standard practice?

  Posted By Katie Guerra

Mike's Hard & Manly Lemonade

In the spirit of binge drinking, I thought I’d share a few of my thoughts lately about one particularly interesting alcoholic beverage, Mike’s Hard Lemonade. I was at a friend’s house the other night, watching TV with a few other guys, when I suddenly had the urge for something to drink.

“You guys mind if I grab a beer?” I asked.

“We don’t have any beer,” Rob answered. “All we have is a few Mike’s Hard Lemonades that the girls left.” The room was silent for a moment; the testosterone council waited to cast judgment on my response. I feigned disgust and assured everyone that I would be fine just getting a glass of water. Everyone mumbled in agreement, until John spoke up with a bold statement: ‘I actually like Mike’s Hard Lemonade.” Within seconds, every guy in the room admitted to liking Mike’s Hard drinks, and we each enjoyed one, but agreed we would never order one at a bar because it was – yes, I’m about to say it – “bitch beer.”

This is fascinating on two levels. First, it says so much about gender roles, and how the image of a certain product can confirm or question a person’s masculinity or femininity. Second, it’s especially interesting to me that Mike’s Hard Lemonade consistently markets itself to guys, even though fruity, sweet alcoholic beverages are largely rejected and often ridiculed by men.

First of all, just look at the brand name. “Mike’s.” This is not Michael’s lemonade, and certainly not Mikaela’s lemonade, but Mike’s. I think we’re expected to identify Mike as a hardworking contractor or mechanic, with a deep voice and a big dog. If there was any doubt that Mike is a tough guy, we’re reminded that this drink is “Hard.” So after two seconds of breaking down the name, we can safely assume that this drink is aimed at men. However, the reality is that no matter how they run their marketing campaign, Mike’s Hard Lemonade will never be a manly drink. For your entertainment and hopefully some discussion, here are two commercials. In my opinion, one works well, and the other doesn’t.

First: http://www.youtube.com/watch?v=fiWpRCfRV4I

Here, Mike’s tried to tackle the issue head-on. They understand men are hesitant to try the drink because they think its “girly,” and try to convey that there is a sort of sex appeal about drinking Mike’s Hard Lemonade. For me, it just reminds me that Mike’s is for girls, and does not for a second fool me into thinking that gorgeous bikini models would flirt with me if we both drank it.

Second: http://www.youtube.com/watch?v=hLgyLYCO9Ck

In this commercial, they ignore the gender roles and present a simple truth: on a hot day, lemonade is more refreshing than dark, hoppy beer. With this commercial, alcohol is not a gender-affirming statement, but just something I can enjoy drinking.

So those are my observations about how gender roles and public perception can influence our opinions about what we choose to drink. Now if you’ll excuse me, I have to finish my caramel frappuccino.

Will McQuain is a senior Business major, concentrating in Marketing and Non-profit Management. He hopes to work in marketing, or start a social business.

Originality Sells

Unique.  Different.  Original.  This is what companies strive to be.  In Adidas' latest running ad campaign, they take their originality to the max and "celebrate 60 years of soles and stripes".  Adidas has always been known for their soccer cleats and apparel.  Currently they hold a market share of about 34% in these areas worldwide.  With the incoming revenue from soccer apparel, Adidas has always had a running casual show line.  Never has it been a main point of focus though, as only 27% of Adidas sales come from North America.  This commercial, however, shows their stance may be changing when it comes to footwear.

This commercial seemingly captivates audiences immediately.  The song selection is perfect with the theme of the rest of the commercial.  It puts the viewers in a happy mood; which in turn makes them feel good about the product they are being shown.  The party going on in the background has an exciting, youthful, and rebellious feel to it.  Perfect for their target market of people within the ages of approximately 16 to 30.  With this original shoe, comes good vibes and good times.  The use of celebrities within the commercial (David Beckham, Kevin Garnett, Katy Perry, amongst others) helps the viewers relate to the shoe with the familiarity of easily recognizable figures.

It will be interesting to watch the results of this campaign.  I feel Adidas did a very good job of making the viewer feel they were actually at the party.  At the same time, this is a type of commercial technique Adidas has never done before.  The other commercials in the campaign include one in a Star Wars setting, and another with a bunch of people riding bikes around a neighborhood.  I think these ads will grab the audiences attention simply due to the unfamiliarity of this type of ad associated with Adidas along with the interesting setting.  They also made it extremely clear what they were advertising so the message will stick.  I look forward to seeing more.

Adidas Originals House Party Commercial



Adam Hanson is currently a Senior at Wake Forest University.  He is set to graduate with a major in Business Enterprise Management with a concentration in marketing.

Riddle Me This...

About three weeks ago, right before school began, I was walking through Coolidge Corner in Brookline, MA with my boss.  I worked for a startup company called Textaurant, a company which has created a waitlist management tool for restaurants and patrons.  While walking from a business meeting with a restaurant in the area, we came across a small ‘mom and pop’ shop which sold board games.  In the window there was a sign which read, “Answer the riddle; receive 10% off on any item.”

            At this point I was determined to answer the riddle.  My boss tempted me by saying I would never be able to get the answer.  At which point he went inside to ask the answer.  When he came back outside he told me that the store wouldn’t give away the answer.  I stood there a bit longer and began thinking out loud.  Within two minutes I knew I had the answer.  I told my boss, and he too, knew I had it right.  I went inside the store and told the clerk my answer and he congratulated me and told me I could get 10% off any item.  I walked around the store a bit, but I knew what I wanted, a game called “Shut the Box,” and old English Pub game I had played in the spring, and had researched to buy online.

            When I left the store I was very excited about answering the riddle, but also about my purchase, as I had wanted to buy the game for a while.  However when I spoke to my boss, he had a much different view point.  While he was impressed that I answered the riddle correctly, his logic was that I didn’t save 10% but rather I spent 90% I hadn’t intended to spend.  During this whole ordeal, this thought had crossed my mind, because, it was true- I had no intention of buying the game when I left my house to attend the meeting.  When I made it home later that day, I told my father the story and his initial thought was the same as my boss, I had spent 90%, not saved 10%.

            As I mentioned before, the thought my father and boss had did also cross my mind.  The kicker for me was that I wanted the game.  Also the price was cheaper than what I had seen online and I also had the discount, which made it even cheaper.  While I am very happy with my purchase and my ability to answer the riddle, I was intrigued by how that marketing strategy was able to drag me into the store.

With the internet as huge a part of everyday life as it is, I would assume board game sales are down.  Thus the answer-the-riddle campaign, I felt, was very strong.  The campaign feeds into the human ego.  Answering the riddle is only successfully completed by a few people; they are likely to feel highly about themselves upon completing it correctly- thereby making them more likely to buy themselves a gift, or at least look around the store, creating foot traffic.  This marketing strategy, plays hand-in-hand with consumer behavior, but without analysis, just seems like part of everyday life.


Jordan Jacobson is a senior at Wake Forest University.  He is graduating this Spring with a BS in Business and Enterprise Management with minors in both Psychology and Journalism.  He is particularly interested in consumer behavior and decision making.

Gio Compario Drives me Insanio!

The unforgettable, booming operatic voice of Gio Compario in Go Compare commercials has served two functions since its creation in late 2009; firstly, increasing brand awareness for the company by over 450%, but secondly, and perhaps more importantly, it has made me want to break the speakers on every television set I have ever seen it on! Yet, despite my negative emotions towards this ad campaign, I cannot argue that it commands an extremely high level of recall and is instantly recognizable, the obvious aim of the marketing behind the commercial.

If some of you are wondering why you don't recall Gio, this is a commercial from the United Kingdom, where Go Compare is based. As the ad sings, Go Compare is a price comparison website, not only for car insurance but a whole host of products ranging from Credit Cards to Mobile (aka Cell) Phones. The premise behind Go Compare's business model and to an extent this commercial is enticing consumers to their website with one product, in the hope that when they are there they will purchase more. The success of this concept therefore lies in the volume of traffic hitting the website, which according to the Go Compare press release from March 1st 2010 has risen 20% since Gio's TV debut.

With the rapid growth of product and price comparison websites over the last several years, companies such as Go Compare are faced with the challenge of differentiating themselves. There is no doubt that this commercial achieves that goal, albeit in a slightly annoying, obnoxious manner. Yet with both increased brand awareness and website traffic directly related to the advert, my grievance with Gio won't worry the owners of Go Compare who plan to "develop the campaign further throughout 2010."

I can't say that I'm looking forward to seeing or hearing more from Gio in the future, but I have to applaud the tactical marketing behind this campaign given its huge success.

Go Compare Commercial

Iain Atkinson is a Senior at Wake Forest and will graduate in May 2011 with a degree in Business Enterprise Management and a concentration in Marketing.