Shopping Too Soon
Yesterday I went to the local mall with my holiday gift list in hand. Macy's, however, refused to honor a coupon that goes into effect today. Since JCPenney and Sears are also in the same mall (along with 100s of other stores), I left Macy's and flashed my plastic elsewhere.
Contrast this experience with what happens at Bed Bath & Beyond, which will not only take competitors' coupons, it will honor its own outdated coupons as well.
Message to marketers: cater a little to customers because we have LONG memories and SO many choices.
Speaking of coupons, a bit of browsing can turn up all kinds of discounts for online and in-person shopping at sites like Val-Pak and Yahoo Shopping. Happy hunting.
Wednesday, November 29, 2006
Tuesday, November 28, 2006
Tactful Targeting?
Today's Wall Street Journal has a fascinating story about how some online retailers vary pricing and offers depending on an individual shopper's behavior (which key terms you use to search for products, what time of day you browse, whether you've shopped there before, etc.).
In other words, you and I might see a different page/price/offer when visiting Overstock.com or Delightful Deliveries. Do I really want to find out that I paid shipping fees for that MP3 player I bought when my sister got free shipping for buying the identical product on the same day from the same site? What happens to the retailer's reputation once word gets out? Ouch.
As a marketer, I'm all for targeting. As a customer, I want targeting that benefits me. Tactful targeting might be a compromise: the idea that based on my real-time behavior (such as switching back and forth between two products before going to the checkout page), a site would offer me something to encourage me to buy now.
Today's Wall Street Journal has a fascinating story about how some online retailers vary pricing and offers depending on an individual shopper's behavior (which key terms you use to search for products, what time of day you browse, whether you've shopped there before, etc.).
In other words, you and I might see a different page/price/offer when visiting Overstock.com or Delightful Deliveries. Do I really want to find out that I paid shipping fees for that MP3 player I bought when my sister got free shipping for buying the identical product on the same day from the same site? What happens to the retailer's reputation once word gets out? Ouch.
As a marketer, I'm all for targeting. As a customer, I want targeting that benefits me. Tactful targeting might be a compromise: the idea that based on my real-time behavior (such as switching back and forth between two products before going to the checkout page), a site would offer me something to encourage me to buy now.
Thursday, November 16, 2006
Ask Someone Why They Love Their BlackBerry
That's the headline on the full-page add appearing in the New York Times this week. I don't mind staccato sentence fragments (such as these gems in the body copy: "Every day. All around."). They add. Something. But I do mind ignorant grammar. A product as sophisticated as RIM's BlackBerry should have intelligent advertising.
Here's an easy fix: Ask People Why They Love Their BlackBerry.
That's the headline on the full-page add appearing in the New York Times this week. I don't mind staccato sentence fragments (such as these gems in the body copy: "Every day. All around."). They add. Something. But I do mind ignorant grammar. A product as sophisticated as RIM's BlackBerry should have intelligent advertising.
Here's an easy fix: Ask People Why They Love Their BlackBerry.
Sunday, November 12, 2006
Back to School as an Adult
Have you seen the ads for One Day University educational seminars? Each full-day program is a series of one-hour lectures by great professors. There are some very good subjects (like history of the Supreme Court) and highly knowledgeable professors but . . . as fascinating as this concept is, I can get lots of great lectures absolutely free in my local library.
How? By borrowing any of the Modern Scholar series of lectures. Here's a link to one series of 14 lectures that my husband and I enjoyed just a couple of months ago, an indepth look at fantasy literature like Lord of the Rings. The range of subjects goes on and on, from history (like the surprisingly fascinating Wars That Made the Western World) to almost everything you'd ever want to know about Darwin and his influence on scientific thinking.
So instead of spending my day in a classroom or hotel ballroom, I take the CDs in my car and listen to very articulate professors as I drive. Each set comes with a course guide summarizing the highlights of the lectures and offering additional reading ideas (plus questions if you want to quiz yourself). Highly recommended and free for the borrowing from my wonderful public library, thanks to the generosity of the local Friends of the Library.
Have you seen the ads for One Day University educational seminars? Each full-day program is a series of one-hour lectures by great professors. There are some very good subjects (like history of the Supreme Court) and highly knowledgeable professors but . . . as fascinating as this concept is, I can get lots of great lectures absolutely free in my local library.
How? By borrowing any of the Modern Scholar series of lectures. Here's a link to one series of 14 lectures that my husband and I enjoyed just a couple of months ago, an indepth look at fantasy literature like Lord of the Rings. The range of subjects goes on and on, from history (like the surprisingly fascinating Wars That Made the Western World) to almost everything you'd ever want to know about Darwin and his influence on scientific thinking.
So instead of spending my day in a classroom or hotel ballroom, I take the CDs in my car and listen to very articulate professors as I drive. Each set comes with a course guide summarizing the highlights of the lectures and offering additional reading ideas (plus questions if you want to quiz yourself). Highly recommended and free for the borrowing from my wonderful public library, thanks to the generosity of the local Friends of the Library.
Sunday, November 5, 2006
Hello from Toronto. . .
UPS's "brown" branding applies even to the uniforms, socks and shoes worn by its pilots, I discovered when I spotted a UPS pilot one row over on my flight from Toronto yesterday. Pilots aren't usually seen by UPS customers, but the company puts them in brown anyway--great touch.
Watching SkateCanada on Canadian TV, I saw a quick BMO (Bank of Montreal) commercial geared specifically to skating fans: a BMO credit card "skates" across the ice, spelling out "Tokyo" (which is where the World Figure Skating Championships will be held in 2007). The ad invited viewers to check the BMO web site for a chance to win a trip to the Championships. This is a wonderful way to involve viewers who care about the program in which the ad is embedded.
BMO does something else interesting: Its web site includes a "Newcomers" guide to settling in different areas of the country. Not only is this public-spirited, it gives immigrants a very positive view of the bank just at a time when they're likely to need financial services.
UPS's "brown" branding applies even to the uniforms, socks and shoes worn by its pilots, I discovered when I spotted a UPS pilot one row over on my flight from Toronto yesterday. Pilots aren't usually seen by UPS customers, but the company puts them in brown anyway--great touch.
Watching SkateCanada on Canadian TV, I saw a quick BMO (Bank of Montreal) commercial geared specifically to skating fans: a BMO credit card "skates" across the ice, spelling out "Tokyo" (which is where the World Figure Skating Championships will be held in 2007). The ad invited viewers to check the BMO web site for a chance to win a trip to the Championships. This is a wonderful way to involve viewers who care about the program in which the ad is embedded.
BMO does something else interesting: Its web site includes a "Newcomers" guide to settling in different areas of the country. Not only is this public-spirited, it gives immigrants a very positive view of the bank just at a time when they're likely to need financial services.
Sunday, October 29, 2006
Season Creep
The back-to-school marketing season starts right after July 4th and Halloween marketing gears up immediately after Labor day. Christmas marketing pops up in mid-summer but really gets going during October, more than a month earlier than even a decade ago.
Do consumers buy more if the selling season is longer? I suspect we string out our purchases but spend about the same as we would if retailers didn't display merchandise earlier and earlier.
More about the season: The National Retail Federation estimates that Halloween is a $5 billion business. Those temporary Halloween stores (like Spirit Halloween) are just the thing for serious costume/decoration shopping, because they have such deep assortments.
My sister bought her grandson a skeleton costume in a Halloween specialty store, just days before the big event. Why a skeleton, rather than Spiderman or Superman? "It was the scariest costume in the store," Michael told me. Happy Halloween.
The back-to-school marketing season starts right after July 4th and Halloween marketing gears up immediately after Labor day. Christmas marketing pops up in mid-summer but really gets going during October, more than a month earlier than even a decade ago.
Do consumers buy more if the selling season is longer? I suspect we string out our purchases but spend about the same as we would if retailers didn't display merchandise earlier and earlier.
More about the season: The National Retail Federation estimates that Halloween is a $5 billion business. Those temporary Halloween stores (like Spirit Halloween) are just the thing for serious costume/decoration shopping, because they have such deep assortments.
My sister bought her grandson a skeleton costume in a Halloween specialty store, just days before the big event. Why a skeleton, rather than Spiderman or Superman? "It was the scariest costume in the store," Michael told me. Happy Halloween.
Tuesday, October 17, 2006
C2C Barter Meets Technology
A recent New York Times piece mentions sites where consumers can arrange to trade used DVDs, books, CDs, etc. for a very small fee. Although I usually donate my books and DVDs to the local Friends of the Library group (which holds a gigantic book sale every year), online swaps are a good use of the technology for consumer-to-consumer transactions.
Here are three of the sites--check them out:
Peerflix (DVDs)
La La (CDs)
Paperback Swap (books)
A recent New York Times piece mentions sites where consumers can arrange to trade used DVDs, books, CDs, etc. for a very small fee. Although I usually donate my books and DVDs to the local Friends of the Library group (which holds a gigantic book sale every year), online swaps are a good use of the technology for consumer-to-consumer transactions.
Here are three of the sites--check them out:
Peerflix (DVDs)
La La (CDs)
Paperback Swap (books)
Thursday, October 12, 2006
New Life For Chuckles?
Nostalgia marketing at work: Remember those pocket-size packs of Chuckles with 5 different flavored jellies? Staples of my childhood, Chuckles have been hard to find of late. But now Farley's and Sathers Candy Co. of Round Lake, Minnesota is making them under license. I rediscovered Chuckles in a Manhattan candy store just two weeks ago and hope this nostalgic brand gets wider distribution (meaning shelf space in supermarkets near me).
Farley's and Sathers has other familiar brands, including Jujyfruits and Super Bubble, that candy-lovers of a certain age enjoyed back then and might still enjoy today. Here's the URL:
http://www.farleysandsathers.com/default.htm
Nostalgia marketing at work: Remember those pocket-size packs of Chuckles with 5 different flavored jellies? Staples of my childhood, Chuckles have been hard to find of late. But now Farley's and Sathers Candy Co. of Round Lake, Minnesota is making them under license. I rediscovered Chuckles in a Manhattan candy store just two weeks ago and hope this nostalgic brand gets wider distribution (meaning shelf space in supermarkets near me).
Farley's and Sathers has other familiar brands, including Jujyfruits and Super Bubble, that candy-lovers of a certain age enjoyed back then and might still enjoy today. Here's the URL:
http://www.farleysandsathers.com/default.htm
Tuesday, October 3, 2006
Everlast Fragrance?
On p. 38 of this month's Fast Company magazine is a fun feature titled "When Brand Extensions Go Bad." Everlast cologne, Sylvestor Stallone high-protein pudding, Harley-Davidson cake decorating kit--who could make this stuff up? These are not brand extensions that I'd buy or, as a marketer, would recommend.
On p. 38 of this month's Fast Company magazine is a fun feature titled "When Brand Extensions Go Bad." Everlast cologne, Sylvestor Stallone high-protein pudding, Harley-Davidson cake decorating kit--who could make this stuff up? These are not brand extensions that I'd buy or, as a marketer, would recommend.
Friday, September 22, 2006
Unlocking the PLU Code
According to Cooking Light (October issue), the Product Look Up (PLU) code on non-organic fruits and vegetables consists of four digits. Organic produce bears a five-digit code starting with 9. Genetically modified produce bears a five-digit code starting with 8. So take a closer look next time you're in the supermarket.
As a marketer, I believe consumers should be informed about how to decode these ubiquitous numbers. Of course, I also believe in open dating (so buyers can quickly determine when a product expires, for example) but apparently many manufacturers and retailers think otherwise. What do you think?
According to Cooking Light (October issue), the Product Look Up (PLU) code on non-organic fruits and vegetables consists of four digits. Organic produce bears a five-digit code starting with 9. Genetically modified produce bears a five-digit code starting with 8. So take a closer look next time you're in the supermarket.
As a marketer, I believe consumers should be informed about how to decode these ubiquitous numbers. Of course, I also believe in open dating (so buyers can quickly determine when a product expires, for example) but apparently many manufacturers and retailers think otherwise. What do you think?