Response to Aubrey 2

I think that Mike Vatone is walking a fine line between ethical and unethical. Personally, I don't care if he emails me because you can just send it to your spam or not read it. However, I think that this is becoming an increasingly large problem in the marketing world. Email addresses are private and should be considered much like a mailing address... the same rules should apply. I don't know if I would go so far as to call it unethical, but he is most assuredly bending the rules to get the necessary information that he needs. 

Do you care if you get email advertisements in your inbox? What is your opinion on the matter?

Subway Celebrates

Yesterday, Subway offered a buy one get one free deal in the name of customer appreciation. The offer was promoted on the Subway Facebook page, but each individual store was able to choose whether to participate. The Rindge Subway did participate in this deal and was packed all day long. The deal was buy one six inch sub get one free with a purchase of a medium soda. 

There was literally people going in and out of the Subway all day long. This promotion was extremely successful in my town and in many other locations across the country as well. Why do you think that this promotion worked for Subway? Have you seen other offers such as this one? 

Response to Dan

I think that this concept is effective but I am wondering if other people think this way as well, or if placement on shelf levels don't matter to them when they are shopping?


As far as children go I would definitely say that this concept is effective. For the most part children can't be drawn to a product unless they see the product and recognize it. By putting products (such as sugary cereal) that perhaps the parents wouldn't necessarily want to buy at a child's level the grocery store is using target marketing. Their target market is the children even though the parents will pay for it. 


Personally, I go into a grocery store with a list. I don't care where the product is on the shelf I am still going to need it. I think this concept may be effective for those adults who aren't as committed to a list or are just going in to buy "stuff". 


What sort of grocery store marketing techniques really convince you to buy items that you may not need? 

2011 Marketing Trends

I came across an article discussing the top ten marketing trends that companies need to be aware of this year. This article was written in January of 2011. There are two main trends that I feel really encompass the whole article.

1. Quality is better than quantity. Where as in 2010 it was all about how many Facebook friends or LinkedIn connections you had 2011 is more about quality. Don't just accept connections so you have more of them, accept and build connections that mean something to you and your company. Not only in the media do you need to be concerned with quantity, but in regards to your product as well. Every part of your company needs to be focused on quality.

2. Stay on top of new "technology". Your company needs to be aware of what is happening with social media as well as mobile marketing-media. It seems that everyone has a Facebook account and a smart phone. Companies need to try and connect with customers utilizing these two options. You carry your cell phone everywhere you go and with smart phones you can now be connected no matter where you are. Companies need to plug into these two options in order to reach their market effectively.

These two trends were what companies needed to do back in January. Do you think they still apply today? Only three months have gone by, but have those three months changed the trends at all?

Response to Kristen

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


I do see this road campaign as being successful because they are not only gathering information on their customers, but they are educating them as well. Once customers who enjoy Silk products already are educated about it's other uses they will use it more and thus have to buy it more. Also by having such a campaign you are also going to be bringing new customers in simply out of curiosity. 


One obvious disadvantage to this is the price. Road campaigns are often expensive and don't necessarily bring in any additional profit at least right away. Do you think that the advantages will outweigh the disadvantages in this campaign? 

Focus Rally America

Once again this weekend I was catching up on my TV shows on Hulu.com and a commercial caught my eye. This commercial was for the new show Focus Rally America. Ford has teamed up with Emmy winning producers to create  a show like no other. Six teams of two will compete against each other in a cross country race... and what will they be driving? Brand new Ford Focuses of course! The prize is $100,000 and a Ford Focus.

Through this show Ford is trying to expand their target market. Not only are the people in the show exposed to the brand new cars, but everyone watching the show is as well. This show is also viewer interactive. Viewers can register online and join one of the teams on the show and at any point may be "called" in to help the team. Whether it is showing up at a specific location or just helping the team over the phone decipher their next clue. The important thing is that the viewer is no longer just a viewer, but a participant.

Ford has a really great and unique idea here by not just simply supporting a show, but making it their own. Do you think this marketing approach will work? Will people even be inclined to watch the show let alone be inclined to buy a Ford?

Response to Aubrey

Is marketing to blame for this increase in consumer spending and increase in personal debt? Or should we hold people accountable for their own decisions whether that is to spend their money or not?


Both are to blame. People who are acquiring debt in order to purchase items they don't need have to be held responsible. However, marketing needs to take responsibility for their part in it as well. Turn on your TV for five seconds and you will see large priced items being pushed at you... but for a "sale" price of course. Marketers are using sales to try and convince people that if they don't buy this item NOW then they won't be able to get it for the price they want. But regardless of whether the item is on sale or not certain consumers can't afford it. It is a vicious cycle that needs end. I agree with Aubrey that marketers are targeting consumers who don't have the income knowing that they may buy it regardless of whether they can afford it. This is both the marketers fault and the consumers fault for allowing themselves to spend money they don't have. 


Can you think of a solution for this issue? Perhaps government regulation? 

The Cool Kid

This weekend, like most college students, I watched a few TV episodes on Hulu.com. For those of you who don't know on Hulu your episode is interrupted a few times by advertisements. The advertisement that caught my eye was one for the Toyota Highlander that starred a young child in nice clothing completely dismayed at what he had to drive around in, an old mini van. It then shows him jumping in a brand new Toyota Highlander that one of his friends' parents owned and him exclaiming how classy it is compared to his own family vehicle.

This is an excellent example of how marketing is some what responsible for "competitive spending". They are constantly feeding consumers this idea of "bigger is better" and "keeping up with the Gates'". This is affecting each and everyone of us. Especially if we are direct victims of competitive spending. I know I have purchased certain items that I didn't need simply because I was pressured into doing it. We are spending money we do not have and borrowing money that is simply not necessary to borrow.

This commercial also is an excellent example of "new consumerism". New consumerism is the idea that we no longer just want comfort, we want luxury too. The little boy couldn't simply be happy that his family owned a vehicle he wanted the next step up... luxury a.k.a a Toyota Highlander. Marketers are continually pushing this concept at its' consumers in hopes that they will spend more and more.

Are you a victim of competitive spending and new consumerism? Do you think that marketing can be held responsible for these ideas and issues?

Response to Paige C.

Have you ever been to Goffstown, NH and thought differently? What does MyBestSegments have to say about your town?


I have never been to Goffstown, however when I looked up my home town we were also put in the upscale income level and I disagreed. Rindge is tiny (I blogged about it below) and I would never consider the residents upscale definitely middle class, but not upper class. Rindge is just a small town filled with average joes who are looking for adventure in the great outdoors. Definitely not full of people who have extra cash to just throw around. 


It seems to me that MyBestSegments has a lot of accuracies, but they continually get the income levels off. What do you think? Is your town placed in the right income level based on the people you know? 

The 899

I live in Rindge, NH home to a grand 6,206 people and counting. I graduated in a class boasting just over 100 students and if you are looking for small town atmosphere... look no farther. Rindge has everything a small town could possibly want. There are a lot of locally owned businesses that are balanced by Walmart, Hannaford, and Market Basket. There are no malls within 15 miles of the town and everyone carries a sense of pride for being part of such a community. 


I used Prizm as a market segmentation tool to see what it would think how Rindge is broken up. The two main groups found were Big Sky Families and Mayberry-Villes. Big Sky Families are "a segment of middle age rural families who have turned high school educations and blue-collar jobs into busy, upper-middle-class lifestyles. Residents enjoy baseball, basketball, and volleyball, as well as fishing, hunting, and horseback riding." These families are definitely a presence in Rindge. People enjoy going out and enjoying the nature that surrounds the small town. Rindge is a great place to raise kids and that is one of the main reasons why couples who have a family are drawn to it. 


Mayberry-Villes are described as "upper-middle-class couples who like to fish and hunt during the day, and stay home and watch TV at night. With lucrative blue-collar jobs and moderately priced housing, residents use their discretionary cash to purchase boats, campers, motorcycles, and pickup trucks." Again these older couples and individuals are extremely interested in staying fit and active and enjoy the natural surroundings of Rindge. Campers, trucks, and boats can be seen almost every Friday and Sunday in the summer... camping is an extremely popular activity. 


Overall I would say Prizm did a fantastic job describing the more populated segments of Rindge. The families and the elderly with no children definitely seem to be two of the major population sources. However, I disagree with Prizm that most of them are upper class. I feel as if the population is mostly middle class with a few upper class spread here and there. 


Do you think that you would want to raise a family in a small town or a big city? How could Rindge market towards a different target market?

Response to Lia Moreggi

Would you go to a campaign like this?


I would go to a campaign like this because I know so many people that struggle with alcohol abuse as well as drug addictions. I don't drink or smoke or do drugs, but I would go to support the many people around me who struggle with it. I think it is a great idea and I feel as though a lot of the "above the influence" campaigns are centered around high schools where as I think the bigger problem is on college campuses. "College" is unanimously mingled with drinking. Teenagers are out on their own for the first time and are a lot more likely to give into peer pressure then they would have in high school. There are very few rules at college compared with living at home and because of this it opens the world of drugs and alcohol up to students. I can only hope that something like this would spread across campuses in the United States. 


Do you think Keene State College gives students too many opportunities to party? 

Anti-Smoking Advertisements

Every year 440,000 people die from smoking cigarettes in the United States alone. This "activity" has become such a normal occurence in our lives that I hardly notice who smokes and who doesn't. After looking at these pictures of anti-smoking advertisements I began to not only realize that smoking is a big deal, but that America has a responsibility to its citizens to provide as much help as possibly to those who want it.

Anti-smoking campaigns have been around for years and yet smoking is still such an accepted activity. The truth of the matter is that we need to take bigger steps in not only helping to prevent smoking, but in helping those who  want/need to quit. Smoking is an addiction. Like any addiction it is a painful process to stop and it takes a lot of strength, determination, and money. Quitting can be very expensive and that combined with the emotional and mental toll it is hard for a person to find the motivation to quit.

The marketing industry can help with all of this. Stop making advertisements that show how bad smoking is for you... the majority of people recognize that fact and start making advertisements that inspire you to quit. Offering a support system could go a long way on the journey to quitting. I'm not saying all the advertisements out there are all bad... I especially like the ones that take into account second hand smoking because it gives a  smoker an outside motivator besides their own health to quit.

Obviously, we have come a long way from the days of smoking in restaurants, movie theaters, and bowling alleys, but I think we have quite a journey ahead of us still. Can you think of some other ideas and activities that marketers could do to help this movement?

Response to Jordan's Post

Do you think Japans obesity rates will ever be close to the U.S?


I absolutely do not think that Japan's obesity rates will catch up to the U.S. I definitely agree that they are bound to rise with the installation of McDonald's, but I think that where McDonald's is marketing to the majority in the U.S. they are marketing to the minority in Japan. McDonald's saw a target market and although it was small there was very little competition in acquiring the market. Burger King and Wendy's (as far as I know) are yet to be in Japan and therefore they have very little competition. Because of this it made the loyalty of those few customer's worth a lot more. Therefore because the target market is so small I don't think the obesity rate will increase to the levels of the United States where the target market here is so huge.

AMA Statement of Ethics Dilemma

Scenario: John Smith owns a small marketing research firm in Cleveland, Ohio, which employs 75 people. Most employees are the sole breadwinners in their families. John’s firm has not fared well for the past two years and is on the verge of bankruptcy. The company recently surveyed more than 2,000 people in Ohio about new car purchase plans for the Ohio Department of Economic Development. Because the study identified many hot prospects for new cars, a car dealer has offered John $8,000 for the names and phone numbers of people saying they are “likely” or “very likely” to buy a new car within the next 12 months. John needs the money to avoid laying off a number of employees.

Questions: Should John Smith sell the names? Does the AMA Statement of Ethics address this issue? (Yes, go to the site and check out the statement.) What does the AMA Statement contain that relates to John Smith’s dilemma?


According to the AMA Statement of Ethics John Smith should not sell the names. It doesn't specifically mention this exact issue, but very clearly states numerous times that a customer should be held at the highest level of respect. In this instant the survey participants would act as customers. The AMA Statement of Ethics has many areas that cover why selling the names and phone numbers would be unethical. Here are just a few:

1.) Ethical Norm #2..."Foster trust in the marketing system. This means striving for good faith and fair dealing so as to contribute toward the efficacy of the exchange process as well as avoiding deception in product design, pricing, communication, and delivery of distribution." This clearly states that a company must avoid deception in order to encourage trust in the system. If I were a survey participant and I found out my name had been given out I would feel betrayed and definitely would not be trusting in the system.

2.) Ethical Value #1... "Honesty – to be forthright in dealings with customers and stakeholders. To this end, we will:Strive to be truthful in all situations and at all times and honor our explicit and implicit commitments and promises."
I doubt that those participating in the survey were told that there names and numbers could be sold to car dealerships... thus the research firm would not have been forthright with their customers.

3.) Ethical Value #3... "Fairness – to balance justly the needs of the buyer with the interests of the seller. To this end, we will: Reject manipulations and sales tactics that harm customer trust and avoid knowing participation in conflicts of interest. Seek to protect the private information of customers, employees and partners.
This is the big one... it states quite clearly that firms must protect the private information of customers.

The AMA Statement of Ethics is posted at this site.


There is no way that ethically the marketing research firm can disclose the customers' information, but can you think of another way that the research firm could avoid laying off employees?

Response to Erik Bergstrom

I found this to be a very clever marketing idea. Do you share the same opinion?

I would definitely agree that this was a very clever marketing idea. I think sometimes organizations forget that there is a little part of adults that will always remain children. When I was younger I loved getting the children's menus because it gave me something to do while I waited for my food. I think this marketing idea does the exact same thing, but it also allows the customer to entertain themselves as well as learn about the different companies that support the restaurant. It's a win-win situation for both customer and restaurant... what more could you ask for?

My Experience in Mexican Marketing

Mexico. Sunshine, ocean, and tanning oil. What more could a person ask for? For those of you who have never been to Mexico vendors are ruthless in the area. There are no advertisements or commercials on TV. There is just lots and lots of in your face marketing.

Vendors selling clothing, jewelry, and much much more litter the beaches, the streets, and the restaurants. They will come right up to you and pester you until you either agree to buy something or walk away and sometimes even then they will follow you. Many Americans are turned off by this push marketing and therefore no longer even vacation in the area.

Mexican marketing is a turn off to Americans because there is no structure and more than that there are no price tags. Nothing is labeled because everything can be bargained and bartered for. Would this turn you off as a customer? Are you a barter and get the best price for buyer or would you rather see the price up front?

Response to Diana Schaller

I guess my big question is what would you do if you were being pressured to remove your commercial from the air during a show? Is it worthwhile to submit to the pressure of parental groups? Why is it so necessary to respond to them and do they really have enough power to hurt your business?

On a personal level, I would remove it. On a business level it depends on what I'm trying to sell and to who. If I run a condom company I may choose to leave my commercial on during the show simply because I am not targeting (or shouldn't be) children. On the other hand if I am trying to put out previews for Disney movies I would remove my commercial. It all depends on who your target market is, and if losing a few customers is worth the customers you could potentially gain.

I think showing support for a show that is highly criticized and questioned is a very high risk and you need to consider your options very carefully. Another interesting question to ask is regardless of your product and target market would you let your personal views contribute to your final decision?

Facebook Marketing

I check my Facebook at least twice a day and I think that is about average for those of us on the social network. Every time I open a new picture or post new advertisements pop up. Facebook has opened up a whole new marketing world for companies and organizations.

These Facebook advertisements are often times focused towards a certain age group or life circumstance. For example I got engaged in September and ever since then my entire right column on my Facebook page has been advertisements for rings, flowers, photography and any other thing you could think of related to weddings. Even pregnancy ads are beginning to pop up! Personally, I find this some what annoying. I don't need daily reminders of all the vendors I need to line up and these advertisements are exactly that, reminders.

I think Facebook advertisements are a fantastic way for companies to market themselves to a specific target market. However, I also think the number of advertisements needs to be cut back... it is overwhelming at times! What do you think? Are you sick of Facebook ads? Have you been targeted based on your relationship status or location?

Response to Sylvie's Post

Do you think that the iPad will replace laptops?

Yes and no. I think that these tablets will eventually replace laptops in general. However, I don't see the iPad taking over this industry completely. In this day and age the battle lines have been drawn. You are either an Apple person or you are not. If you aren't then you have other options such as Dell, HP and a few others. So once these other companies come out with tablets that run just as smoothly and effectively as the iPad, then I can definitely see a take over. Until then, you are still going to have to convince the loyal customers of Dell and HP that Apple has something better to offer.

Customer loyalty is such a huge things... what companies have your loyalty?

The Super Bowl... Risk and Reward

The Super Bowl. An american tradition of football, junk food, and of course really creative advertisements. After this year though I began to wonder if some companies have actually hindered reaching their marketing goals by showing tasteless advertisements.

For example Groupon, who in my opinion, had a very tasteless commercial this year. It started out with what seemed a very human rights approach to the Tibetan troubles, but then turned it around and started talking about how you can pay less for Tibetan food at Groupon. The whole commercial confused me and turned me off. I was feeling very connected to the cause that was presented and then all of a sudden it was about getting food for less money. It put you on an "emotional high" and then sent you crashing into the valley of discounts.

On the other hand VW did a fantastic job and their commercial has been one of the most talked about this year. VW not only hit the nail on the head, but they did it with ageless class. This commercial is as relevant today as it would have been when Star Wars first came out. It was applicable to all age brackets and truly allowed you to focus in on the story that was presented. They used the power of actions rather than the power of words and it truly worked to their advantage.

Both of these companies have been successful and I have had personal contact with both. However, that being said I'm a little less inclined to go to Groupon now that I have first hand seen how tasteless they can be. Obviously, Groupon did not see this advertisement as tasteless or even offensive, but that is how it came across. Is it worth risking your companies reputation just so you can say you had one of the best Super Bowl Commercials or in this case the worst? How many commercials do you actually even remember from the Super Bowl? Will you still remember them in 2 or 3 years? Is the risk for marketing departments worth the reward?

Response to Abby Hajec

Do you all agree or see any other part of Apple's marketing strategies that stand out?

I would definitely agree that Apple is doing a fantastic job with their customer service. Their warranty policy is amazing and they truly are out to win customers. That being said I also think there is room for improvement. The price of an Iphone is a little high for me. You can by a Droid for at least one hundred dollars cheaper and it has many of the same functions. Obviously those dedicated Apple customers are going to still buy the Iphone, but as far as those of us on the border between companies we are going to lean toward the cheaper one. By lowering the prices of their products Apple has the opportunity to not only open the doors to their current customers, but to new potential customers as well.

So why not take that opportunity and use it?

Authors, Authors Everywhere

More and more business owners and managers are turning to publishing books as a way of marketing their business and credentials. This article discusses this new trend and a few success stories.

By publishing some of their own original work business owners are able to put their name out in the public in a more discrete form of advertising. Through these books personal connections can be made between owner and customer in the form of author and reader. Have you ever read a moving novel that because it is relatable to your own life you feel a certain connection to it's author? Through these connections professionals can interact with prospective customers and form new bonds and relationships.

Based on the article it seems that this type of marketing is especially useful to those managers trying to sell services. Doctors, disc jockeys, psychiatrists, and the list goes on. This type of advertising is useful to these type of companies because when someone provides a service for you it is usually on a personal level and you want to be able to have the confidence in them to do the job right.

But here is the issue....if publishing a book is so accessible through these cheap online publishing companies are we devaluing the hard work that we have always attributed to authors? If everyone had a million dollars would having a million dollars be a big deal? If everyone has written a book will writing a book be seen as a great accomplishment?

Interviews and the Four P's

The four P's of marketing, also known as the marketing mix, can not only be used for marketing products, but people as well. When a person walks into a job interview with resume and letters in hand they are "selling" themselves. They are advertising their best qualities in hopes that the customer, or manager in this case is persuaded that they are the best thing available.Using the four P's of marketing is a fantastic way of thinking in regards to interviews.

Product: You are the product. Products can be goods, services, or ideas. You are all three. Companies produce products in hopes that they will address customers' needs and wants. There isn't a huge difference in the hiring process. Most managers are looking for an employee that will fit the needs of their company. Know how your style and best qualities fit in with the company before applying for the job. If you can display yourself in a way that fits all of a company's needs you are more likely to get the job.

Place: A company needs to know their target market and be able to reach them when setting up shop. The same goes for an employee. If you live three or four hours away and are unwilling to make the commute, maybe this job isn't for you. On the other hand, if you are willing to pick up and move wherever the company needs you make sure you highlight that fact. Your flexibility in this area may be seen as a great asset to a company.

Promotion: This is the big one. Large successful companies aren't hiding behind their competition or putting out insignificant advertisements, and neither should you. Your resume is a great tool in promoting yourself, but the words on the page need to line up with the words coming from your lips. So put yourself out there, sell yourself, and make them take notice. I'm not saying be loud and obnoxious, but going into an interview with confidence can have a huge impact. Educate your interviewer and don't be afraid to show off a bit... you are on display!

Price: Price for a customer is one of the most important aspects of selling a product. Customers want quality items for discounted prices. The hiring world isn't much different. Employers want competent employees who aren't going to be greedy. Don't push your limits. As a fresh graduate out of college you may have to be on the lower end of the salary scale for a while, but we all have to start somewhere.

How many people in your life started off right at the top? I bet not too many. The four P's can help you get into an organization and from there the opportunities are limitless.

Marketing, Advertising, and Propaganda

Advertising and propaganda are both under marketing's larger canopy. Marketing is a tactic in which a company not only wants to create a relationship with customers, but the company wants it to be a long-term, mutually beneficial relationship. Marketing not only helps sell products, but it helps to create products by focusing on not only what the customer wants, but what the customer needs. 

Advertising is a tool that is used to draw the customer to the product. It doesn't necessarily produce life long customers, but it is a beneficial and necessary step for businesses to succeed in marketing. Customers need to see your product and be convinced that the benefits are going to out weigh the cost. One example of an advertisement drawing customers are hair commercials and advertisements. These commercials show beautiful women with gorgeous silky hair and they inspire customers to buy and test the product. However, just because customers bought the product based on an advertisement does not mean they are committed to the product or the company. 

Propaganda is using information or ideas to either sell an idea or product, but at the cost of another person or organization. Propaganda is mostly thought of as a very negative idea in our society, but isn't always dealt with. The most obvious example I have seen of propaganda is in political campaigns. Candidates often time use information, supposedly gathered by legitimate sources, to bash and bring down their opponents. These candidates are in essence using negativity to build themselves up and sell themselves.  

Where is the line between advertising and propaganda? Which organizations do you think have crossed the line in a major way?