It's Not Always About the Money

            I have never been a big spender. I know if I buy some expensive toy (iPod, nice phone, etc) it’s only a matter of time before it gets broken or lost. Also, unless I have to, I rarely wear more than gym shorts and a t-shirt. I find it comfortable, and it’s just what I’ve always done. With such seemingly simple taste, it one would think I would have no problem saving my money for the things I really want. However, my tight spending does not apply to all aspects of my life – I am a sucker for novelty items. Whether it is a full-out costume for a theme party, or just some random oddity that I find hilarious, I can’t help myself. If I see something that makes me laugh, buying it is my knee jerk reaction. I won’t splurge on a nice new shirt, that I could actually wear with some regularity, yet this weekend I found myself dropping $50 on a pirate outfit for a party, just because I couldn’t stop laughing at myself once I tried it on. Places like South of the Border or Mega Thrift are gold mines to me.

            This is not a recent development either. My entire life I have spent my money on random odds and ends instead of practical, sensible purchases. Fireworks, fake dog crap, fuzzy dice, Mr. T shirts – you name it, I have probably bought it at some point. I was the kid who went to New York, and instead of getting an I Love NY shirt, me and my friends bought mock Tag Team Champions of the World wrestling belts. I often catch grief from family and friends alike for “stupidly” spending my money on pointless things, but to me it doesn’t matter. I don’t buy these things for their practicality or because I think I’ll get a lot of use out of them, but because, to me, there is so much more to the purchase than the item itself.

            I could buy a regular shirt, wear it 100 times, and never think twice about it. But a novelty item has a distinct memory attached to it. It has character, and specific associations. I can look at various items I’ve bought over the years, and instantly have certain memories come to my mind. Novelty items get limited use, so each time there is a memorable quality about it. Much like you can look at a photo album or an important possession and stir up memories, I can look at an outfit, or hat, or t-shirt and remember where and when I wore it. Often times, whatever it is I’ve just bought gets ruined or lost quickly, but this is of little consequence to me. As I said, the purchase isn’t so much about the item itself as it is about the experience involved.

            So, while some may see it as a waste of money, I see my affinity for novelty items as a way of creating good memories for myself. I can remember the great time I had on a given night each time I see something, plus I never think it’s a bad idea to have some random clothes stockpiled. You never know when the appropriate occasion for a Batman suit or American flag bandana may arise.

- Zan Smith is a senior BEM Major with a Marketing Concentration, and an impulse buyer.

Don't Touch my Doritos

I love Doritos.  I love the taste of them, I love the crunch, and I really love that your fingers get that orangey greasy cheese all over them as soon as you reach in the bag to grab one. So it’s no surprise that I was highly amused by every commercial during the Super bowl that had anything to do Doritos.  My favorite though by far was the one with the little boy whose mom is going on a date. The guy comes to pick up the mom and comes in the house while she finishes getting ready.  He goes into the room with the little kid and grabs a Dorito. The little kid slaps him across the face and says, “Don’t touch my mama and don’t touch my Doritos.”

http://www.youtube.com/watch?v=r0EVSP_6XZA

I think it’s hilarious and definitely one of my favorite commercials but it’s also interesting to consider from a marketing stand point. When I think of advertising, I think of ads that tell me why I should purchase a product or what makes this product better than all the others and this commercial does neither of these.  It positions Doritos as a good snack and the little kid is protective of them so we have to assume that they taste wonderful (which they obviously do) but there is no clear message presented in this advertisement.  This begs the question of whether or not this advertisement was successful at promoting the Doritos brand. The commercial was for the super bowl, which throws a kink in the question because of the all the pressure to have the best commercial, but I think it is still relevant. If I were an avid Cheetos lover, this commercial would not make me want to pick up my keys, drive to the store and try some Doritos because they might be better than Cheetos.  It might give me a good laugh and I might remember that I saw a funny commercial about Doritos as I pass them walking down the aisle to find my Cheetos, but that’s about it.  These types of advertising allow brands to create commercials purely for entertainment instead of promotion.

This commercial does however use the marketing tactic of brand recognition.  Whenever I go shopping I stick to brands I recognize as I would guess most people do. This year, I moved into an apartment and had to purchase items that I am not use to buying such as cleaning products. I bought scrubbing bubbles for my shower because I had heard of the brand and I bought cascade complete action packs because I had heard of them and seen the commercials. Even though this commercial for Doritos doesn’t tell me how much better they are than the competition, it still got the brand out there and may influence the way the people purchase their snack foods.  The commercial also suggests that other people eat Doritos and will do anything to keep them to themselves. This says that Doritos taste good and this may also influence consumers purchasing habits.  This commercial presents a lot of questions about advertising today. Should brands be more concerned with getting their name out there or should they try to persuade consumers that their product is better? Or is it just about having the best commercial during the Super bowl?

Just Do It.

Ever since I decided to stop playing soccer, I’ve had a little trouble exercising regularly. I am certainly capable; I just find it difficult to get out of the house considering my laziness. On those few occasions per week that I do decide to suit up and hit the pavement for a nice run, I find myself in head to toe Nike clothing (right down to my socks and undergarments). 

Simultaneously, the Nike swoosh and the Just Do It slogan have had a large impact on sport and culture, allowing it to become a ubiquitous part of the American mindset. In the late 1970s, exercising became less about fun and entertainment, and more about health and a high quality of life. Attaining a toned body became a physical display of one’s self control and an indication of where one stood in relation to everyone else. People who exercised as a regular part of life were lured in by the feeling of empowerment and high status, not to mention the potential benefit of a longer, healthier life.

While it may not have been a contributing factor to the increased interest in exercise, Nike was able to capitalize on the change of American fitness culture and dominates its market. Today, athletes and their superior abilities are often idolized as gods and games have become a sort of religious ritual (Monday Night Football and March Madness, for example). For the most part, our culture values the skill, physical strength, and mental capacity these athletes possess and Nike has taken advantage of the fitness culture of elevating athletes.

Named after the Greek goddess of victory, Nike has contributed to the creation of a sense of mythology and religion surrounding sports. For example, Nike’s “Write the Future” advertisements were shown this summer during the 2010 World Cup. The full length video flows from one game to another, depicting the various consequences an outcome of a game can have on players and the countries they represent in between. The athletes' fates are shown to affect individuals (a statue of Cristiano Ronaldo is erected in a town square in Portugal), entire countries (Wayne Rooney causes England’s economy to take a turn for the worst), and other sports (Kobe Bryant is shown celebrating with a soccer move originally used by Ronaldinho).

Write the Future 

By taking advantage of the sanctification of sport, the brand has been able to build a bridge between the common man and the professional athlete. While we worshiped their athletic abilities from our sofas and stadium seats, Nike has worked to become a symbol of the religion of sports. Even though in reality many of these athletes are untouchable, Nike allows those with enough money to outfit themselves in the apparel of “gods” and feel that they are one step closer to achieving similar status.

Even though I’m a little embarrassed by the obvious influence Nike has had on me and my spending habits when it comes to athletic apparel, I can’t help but to look in the mirror and tell myself to “just do it.” After all, I’ve already dressed the part.

-Sarah Shelness, junior BEM major with a concentration in marketing, avid wearer of Nike clothes, not-so-avid runner

True Life: I'm an iPhone Addict

I’ve got a confession to make… I think I’m addicted to having an iPhone. The denial has been slowly creeping up on me, as I started doubting my iPhone 3G’s speed and reliability a few weeks ago. But it wasn’t until I caved last week and upgraded to the iPhone 4 that I came to the daunting realization that I have a strange need for the power that comes from that piece of magical technology. It’s not that I didn’t love my 3G of the last two years; we’ve been practically attached at the hip. But as her battery life started failing and her internet started slowing down, it became clear to me that it was time to put her down… it was time for an upgrade.

Has my life changed drastically since I made the switch? I mean, I love the new sleek look, the crazy intense graphics, and the insanely impressive speed, but I can’t even admit for a second that I had an actual physical need for the new iPhone. My old one may have been slowing down, but when it came to doing its job, it never really failed. To be perfectly honest, I was just giving in to an overwhelming want disguised as a need. It happens to the best of us.

My disgusting desire for this powerful piece of equipment, however, has really got me thinking about our world’s scary dependence on technology. How does Apple know how to create this need in us that we don’t really have? I don’t need this little handheld computer, but it’s becoming harder to ignore the evolutions in technology that are always bombarding us – no one wants to be left behind. Consider this for a second: I just started Googling “smart phones” and came up with a New York Times article from December 2008 where they questioned whether or not a “touch-screen” phone even had a future in the recession-marked economy. Two years later, it’s rare to find a phone out there that doesn’t have some sort of touch-screen capability. These kinds of fascinating evolutions in the technology market certainly seem to be making life easier for the everyday consumer, but does this addiction to smart phones and “Crackberries” make life better?

Sometimes, when I stop and recognize how my time is spent always being “in-the-know” thanks to my trusty iPhone, I realize that it’s almost hard to remember a time when I didn’t have access to a world of knowledge in the palm of my hands. Even just the other morning while walking to class, I caught up on e-mails, checked the hourly weather, transferred money into my checking account, and texted with both my mom and sister about how their days were going. It’s interesting how being so reliant on something can still keep you so connected to everything around you. Is it a healthy addiction? Not quite… but not terrible. There are worse things out there, and I'm pretty sure I'm not alone in this. I don’t know where those Apple execs are heading for the next technological revolution, but I do know for now that they’ve got us hooked on the ability to have this seemingly limitless power at our fingertips. Two years from today, we could be laughing at the capabilities we now see as innovative. For now, all I can think is that we need to pay attention to the people and the world around us to even begin to consider what could come next.  I’m waiting, Apple!

Jackie Swoyer is a Junior Business and Enterprise Management Major, Concentrating in Marketing and Minoring in Economics. 

The NFL: An Untapped Goldmine?

When broken down to the raw basics, every marketing team has the same goal.  Their aim is simple, locate and develop a method of advertisement that has the potential to achieve exposure that will catapult their company from the world of the "average company" to a household brand name.  If a CMO was told their was a chance to have 12,000,000 pairs of eyes focused on your company's logo for three straight hours do you think they would show interest?  Of course, anyone who is interested in marketing, or business in general would be interested in exposure of this magnitude.  Unfortunately, an audience of this size only exists in every marketers dreams right?  Wrong.

Laying claim to the most viewed program in the country (Monday Night Football), in addition to being the highest grossing programming in television, the NFL has established itself as a prominent player in the American culture.  One would be forced to look across the pond to find anything comparable, the European Futbol League.  The association is simple, NFL is to Americans as Futbol is to Europeans.

From a marketing perspective, the reasoning behind examining the two is a case of observing "what is" and "what could be".  Take for example, one of the most successful and well known teams in the world, Manchester United.  Millions of MU jerseys are sold each year, however there is one glaring difference in these jerseys as opposed to an NFL team's.  Where most would expect to see the team name, or player number, there is a large and quite noticeable "AIG" logo.

Presently marketers can only sit in their offices and dream of the day their company will be given the chance to own the rights to advertising on the Baltimore Ravens jerseys.  In years past it has appeared that this dream will forever remain a thought reserved for the hours spent under the covers.  However, with the current economic instability and the NFL's constant search for new business opportunities, marketers around the world have woken to a glimmer of hope.

The NFL has officially approved advertising on players' jerseys during the pre-season.  This is not only a huge break through for the NFL and marketers alike, but also could be considered the first stepping stone on the path to full-scale, season long, jersey advertising.  The pre-season restraint signals the NFL's attempt at testing the waters to see what / if any response would rise from the masses.

On one side you have advocates of implementing advertising because it represents an extremely lucrative opportunity for all parties involved.  While on the other side, there is an opposition because there is a fear that advertising would taint the game that has become a staple of American culture.  Would companies eventually have a say in franchise decisions?  Would location put teams at a disadvantage?  Do fans want to see images from epic NFL moments and have the most noticeable graphic be the Coca-Cola logo?  Do players and organizations want to risk associating their reputation with the company on the front of their jersey?  These are all questions that are constantly posed to the people in power.  What will their eventual response be?  Only time will tell, but I truly hope that they do not cheapen the game that has given so much to its' fans no matter the situation outside of stadiums.

-  Steve Simms is a senior BEM Major with a concentration in Marketing and an Entrepreneurship minor

Icing: Viral Fad or Agency Ploy

Icing, as defined by Wikipedia, is a drinking game in which an individual is forced to drink a Smirnoff Ice.  Icing does have a few simple rules: present the Ice to a friend without his/her knowledge, make them get down on one knee (regardless of the setting), and chug the Ice as quickly as possible.  Who came up with these rules I have no idea but, somehow, they are known and accepted.  Icing has caught on to college campuses like wild fire.

Urban dictionary, Brosicingbros.com, and Icingcount.com are among the multitude of websites hosting information about the art of Icing.  YouTube even has over 1,000 videos of people getting Iced in ridiculous ways at all times of the day.  The library, airport, bedroom, and office are all unsafe places now.  For the Icing enthusiast, the sky is the limit for how and where they plot to Ice someone.

Recently, I witnessed an Icing event.  It occurred in the library on the quietest of the quiet floors (that’s right… the 8^th floor). My roommate and I were trying to be productive when a friend came up to say hello… or so we thought.  Luckily, I am not in this Icing battle which has been going on for quite some time and just watched as the Icing occurred. She had to take a knee and chug the extra large, double Smirnoff Ice right there in the ZSR Library.  Previously, she had come home to find an Ice in our mailbox with a nice little note saying, “Enjoy!”  The competition was on!

This new game brings up questions: Where did Icing begin? Who thought of it? Why Smirnoff Ice and not Mike’s Hard Lemonade? Is Smirnoff at all responsible for the viral campaign?  Some think Icing started in the South and others have no clue.  Either way, Icing has become hugely popular on both coasts.  The name “Icing” or “getting Iced” has a nice ring to it and that could simply be the root of why Smirnoff is used and not Mike’s. 

Smirnoff claims to have no tie to the viral campaign. But then again, why would they? The game caught on partly because Smirnoff Ice tastes awful and is considered torture to have to drink one.  It could be genius on Smirnoff’s part to start a viral campaign like this one to promote the malt liquor beverage because their sales have drastically increased.  The “game” mentality of “getting Iced” has made it more acceptable for guys to drink which expanded the market. It has become a rapidly growing competition between friends and has potential to keep growing. 

So could the Icing fad have been started by “bro” college students? It is definitely possible.  Who knows how much longer this will go on or if another game will take its place?  Maybe “Ambushing” will be the next big viral campaign and overtake Icing. Only time will tell.  But either way, I don’t think anyone thought Icing would go viral so quickly and become such a trend. So for now, keep your eyes open because you may be next! 

Chrissy Moreyra is a senior Business & Enterprise Management major with a concentration in Marketing and minor in Economics. 

Buying on the Fly

Despite my awareness and skepticism towards marketing and advertising strategies, I am completely hopeless when it comes to any type of display at the point-of-purchase. Time and time again I’ve purchased ridiculous flavors of gum at the grocery store check-out line, half of the items in Target’s dollar days section, and fun headbands at CVS.

So, when Gartner Studios, a paper company, partnered with Sharpie to create coloring-book style notebooks, pencil cups, and memo pads, it is no surprise I stopped at its premium, front-of-the-aisle display at Target and impulsively placed a spiral-bound notebook in my cart.  “I have maybe 12 sharpies at home, this could be something to beat weekend boredom,” I thought to myself.  After all, it was only $3, how could I resist?

My recent purchase of this notebook made me think about the nature of impulse buying and how it functions in the consumer culture today. The financial crisis made consumers acutely aware of what and how much they were buying.  However, while consumers are certainly spending less than before, there is still a market for new and interesting items found at the point of purchase.

Whereas impulse buying used to be a part of normal life, it is taking on a new role in the economic downturn.  In their recent report, “Eyes Wide Open, Wallet Half Shut,” Ogilvy & Mather identified an emerging trend which they call “Conscious Recklessness.” The idea of conscious recklessness is basically that consumers miss their carefree, frivolous spending, and despite economic concerns, impulse buying still exists.   However, it is much more calculated; consumers budget time and money to spend needlessly.

For a lot of consumers, the recession sucked a lot of the fun out of shopping.  While the article applies conscious recklessness to bigger ticket items, I think that this idea has implications for smaller purchases as well.  Small novelty items such as my Sharpie notebook, Target dollar day finds, and unique packaged food products (case in point: Cheeseburger Doritos), allow consumers to take an economically justifiable departure from concerns about their finances.

Even though consumers are now, more than ever, questioning the balance between price and quality, and low-priced novelty items aren’t considered high-quality products by any typical standards, I think that there is intangible value in these items that justifies the price.  Purchasing cheaper novelty items brings the excitement back into shopping and is a distraction from the stress of the recession.
                                             
For more information on conscious recklessness, check out this article from AdWeek:
http://www.adweek.com/aw/content_display/news/agency/e3id96098b1ed5efecdc9b7900ae07d5b18?pn=2

Alison Henley is a senior Business & Enterprise Management major with a concentration in Marketing.