When There’s No Money Or Desire To Buy Things, There’s No Need To Advertise

I do not understand economics. Or, I do understand, it’s just that economics stopped making sense. Did you know that demand for housing was down 18% in April; yet prices remain 7.4% higher compared to last April? How does anyone explain such figures that are clearly at odds? When you dig in and work hard […]

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Get More (of What You Want) from Boost Mobile

Get more. It’s Boost Mobile’s call to action. This is how 180/LA takes the brand’s strategic underpinning and turns it into something more, commercially speaking. Boost Mobile—We’re not Dr. Pepper, but we can dance. Boost Mobile—Stop gambling with other carriers. Boost Mobile—Our commercials aren’t annoying, the cost of cell phone service is. Hmmm…I feel like […]

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Thanks To “Surveillance Capitalism,” The Googleplex Knows What You’ll Buy Next

Careful where and what you click. Every keystroke you make is evidence. If you’re not comfortable with being spied on every time you open a window, I highly suggest you spend some time with this brilliant article by John Naughton in The Guardian. I would say that it is an eye-opening exploration of our lost privacy, […]

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Wild Animals Made from Ocean Trash

L’artiste corse Gilles Cenazandotti passe au peigne fin les plages à la recherche de déchets plastiques rejetés sur le rivage. Il utilise les différents déchets retrouvés et conçoit des sculptures représentant des animaux. L’artiste fais passer un message sur la surconsommation et ses effets sur le monde animal.

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Shop Your Screens For Bruise Free Cyber Monday Deals

Today is Cyber Monday.

Online sales could reach $2 billion today, but that figure is but a tenth of the revenue earned by traditional brick-and-mortar store sales on Black Friday. Walmart alone said it sold 2 million TVs during its Black Friday sales this year. The retailer also sold 2.8 million towels, 1.9 million dolls, 1.4 million tablets and 300,000 bicycles.

Perhaps, Cyber Monday can’t compete with Black Friday because no matter how hard you try, you can’t see this kind of action in an online store.

Hold it, that was pure fantasy delivered to you by a fashion brand.

Let’s look at the real life Black Friday action for a minute.

Clearly, malls and big box stores in America are no longer just for shopping.

Retail space is the new entertainment complex. In fact, auditions were being held throughout the country last Friday for a new reality series. The series will be called “Black Friday Bombers.” Participants on the show will use mixed martial arts to improve their Black Friday shopping experience.

The fighter/shopper with the greatest number of dollars saved wins.

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The Commercialization of Halloween

The National Retail Federation says that Halloween spending will be down from 2012, but it will still represent $6.9 billion in consumer money for the year. By now, retailers have already begun aggressively marketing the idea of Halloween and Thanksgiving. Right around the corner will be the hint of Christmas trees and garland.

Spending peaked in 2012 after dipping to less than $5 billion for the first time since 2005. That means that the industry jumped $3 billion in just three years. That’s a lot of costumes, but is that really where the money is going?

Well, as expected, yes the bulk of the spending will go to Halloween costumes. That’s about $2.5 billion in thirty to sixty days’ time. Candy, a year-round business, is expected to take a $2 billion slice of the pie while decorations trail just behind them. Halloween also generates a small market for greeting cards, large enough to rival Christmas but small in comparison to the costume business.

What’s intriguing about costume spending is that over the years, pets have become a sizable chunk of that market. Homemade costumes are making a comeback as well, which might account for some of the spending dip. Costume data also suggests that people are reaching out to their friends and social networks to see what the best costumes are to wear. Almost 10% of respondents admitted they have checked Pinterest, which is close to the 14% who check Facebook for ideas. Twitter lags behind at 5%, but the network is smaller and much less personal.

But not everyone will be enjoying Halloween this year. While online and retail stores will be expected to rake in the bulk of profits during the holiday season, consumer spending by individual is down almost $5 from last year. That accounts for a $3 billion dip.

Consumers say that higher payroll taxes and an uncertain job market have kept spending tight. While there are some consumers opting out, overall Halloween is expected to be a good season this year for those in the business. After all, Halloween ranks up there with New Year’s and Mardi Gras as far as being one of the biggest parties of the year.

How can you get in on the action?

·  Pick a theme: run a “zombie sale” instead of a fire sale and clear out some of your stock before the end of the year. Have a designer build you an awesome landing page with zombies like Sears did

·  Giveaway something themed: a box set of monster movies or old-school slasher flicks might be a fun give away for the season to encourage customers to opt into your email list. It creates a sales funnel long-term and gives people a reason to opt in to your messaging.

·  Plan an event: if you can offer an extra percentage off to customers who submit pictures of themselves or show up to your store in costume, go for it. Even an extra ten percent off might get the more festive in your audience to shop with you.

·  Hire personnel now for the holiday season. Anticipate the rush. You will sell more if you have more sellers.

·  Window dressing for the season should be fun and festive. Use your shop’s window, or your website’s landing page, to make a powerful statement about the season.

The season is also a good time to promote gift cards, which can bring you even more sales down the road. Not every business can cut loose during the holidays, it’s hard to imagine a plumber in a costume besides Super Mario, but you can get in the mood with holiday deals.

This is a guest post.

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Customer Service Defines Your Brand In A Way Advertising Never Will

Impatient, are we? Not so much by nature, but by digital design. If something takes a few seconds to load, for instance, we act as if we are being cheated of precious time.

The powerful multi-way communication channels we now rely on have also reset expectations. Emails can sit there unanswered, but ignoring an Instant Message is another issue entirely. Now, take that concept to Twitter and Facebook.

According to Marketing Charts, a new study conducted by Havas Worldwide suggests that consumer expectations are high for social responsiveness, and that brands that fail to meet those expectations risk alienating a large portion of consumers.

What happens when companies don’t respond quickly? Consumers get annoyed. 48% of respondents agreed that “it annoys me if I don’t get a fast response from a company or brand I contact via Facebook, Twitter, or another social media channel.”

Facebook and Twitter are places where people like to talk. That’s the “social” piece of social media. The need to craft traditional but moving communications remains. But now a brand (with help from its agency partners) is also expected to keep up an ongoing dialogue with the company’s biggest supporters on Facebook and Twitter. This dialogue is one part content offering, another part realtime conversation. And as a representative of the company, the conversation can quickly turn to customer service, reputation management and sales.

Brands spend lots of money on advertising in effort to capture the interest of a coveted audience. But whatever good will the brand earns via paid, earned or owned media can be instantly washed away in a devastating typhoon of social media cluelessness. Don’t be that brand. Understand the demands of modern media and invest in developing talent to meet these needs, because they’re not diminishing.

Footnote: To McDonald’s credit (see above), the hamburger chain maintains a customer service account on Twitter to quickly address customer’s problems.

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“Waste Not, Want Not” Updated For Today’s Conscious Consumer

Reduce. Reuse. Recycle. Those three calls to action are well known throughout the culture thanks to the efforts made by environmental activists since 1970. Now, according to a story in Los Angeles Times, there’s an update for conscious consumers to consider: Reuse. Remake. Refrain.

The article focuses on the “Reuse” and “Remake” aspects of the solution. But I’d like to pull a factoid from the story that helps us consider the need to “Refrain.”

Each year, Americans trash a prodigious portion of their closets: 26 billion pounds of apparel, textiles and footwear, according to the Environmental Protection Agency. The amount thrown out by consumers surged 40% in 2009 from 1999 and is expected to zoom up another 40% by 2019, the agency said.

I am having a hard time imaging just how massive that is — 26 billion pounds of clothes in a heap at the dump. However, we look at it, it’s not a pretty picture. And it’s not just the massive mound of waste that’s bothersome, it’s all the needless acts of commerce that lead to it. Sure, Wal-Mart has cheap clothes, but are they any good? Will you be wearing that Made-in-China shirt six months from now?

The newspaper points to Yerdle (why shop when you can share?), a website launched during last year’s Black Friday shopping swarm, as one possible alternative to the dump, or a second hand store.

Members use the platform to offer underutilized goods — clothing, electronics, even pianos — to friends and acquaintances free of charge. The site has 18,000 participants so far, is less anonymous than Craigslist and more eco-minded than Facebook.

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“Momma’s Gotta Shop” Is Not An Idea, It’s A Customer Insight

Overstock.com is a price play, and we all know how enticing low prices can be. It’s nectar to the price-conscious shopper.

Even so, I find the following commercial off-putting. Take a look:

Momma’s gotta shop. Really?

Well sure, if the family is to be housed, clothed, fed, transported to and fro and so on, then yes, Momma’s gotta shop.

This customer insight — or observation as the case may be — does nothing for the brand. Momma’s gotta shop, and hey ladies check it out, Overstock.com is an online store. Wow, get your credit card out.

To make matters worse (or better, depending on your POV), the Momma in this commercial is a cougar. It seems low prices excite her in more ways than one.

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#nostarbucks


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Check out this creative jam from the land of Starbucks.

The Shadow Industry

Everybody finds something.

by
Peter Carey

From Adbusters #100: Are We Happy Yet?

ANDREAS GURSKY

1.
My friend S. went to live in America ten years ago and I still have the letter he wrote me when he first arrived, wherein he describes the shadow factories that were springing up on the west coast and the effects they were having on that society.

"You see people in dark glasses wandering around the supermarket at 2 a.m. There are great boxes all along the aisles, some as expensive as fifty dollars but most of them are only five. There’s always Muzak. It gives me the shits more than the shadows. The people don’t look at one another. They come to browse through the boxes of shadows although the packets give no indication of what’s inside. It really depresses me to think of people going out at two in the morning because they need to try their luck with a shadow. Last week I was in the supermarket near Topanga and I saw an old man tear the end off a shadow box. He was arrested almost immediately."

A strange letter ten years ago but it accurately describes scenes that have since become common in this country. Yesterday I drove in from the airport past shadow factory after shadow factory, large faceless buildings gleaming in the sun, their secrets guarded by ex-policemen with Alsatian dogs.

The shadow factories have huge chimneys that reach far into the sky, chimneys which billow forth smoke of different, brilliant colors. It is said by some of my more cynical friends that the smoke has nothing to do with any manufacturing process and is merely a trick, fake evidence that technological miracles are being performed within the factories. The popular belief is that the smoke sometimes contains the most powerful shadows of all, those that are too large and powerful to be packaged. It is a common sight to see old women standing for hours outside the factories, staring into the smoke.

There are a few who say the smoke is dangerous because of carcinogenic chemicals used in the manufacture of shadows. Others argue that the shadow is a natural product and by its very nature chemically pure. They point to the advantages of the smoke: the beautifully colored patterns in the clouds which serve as a reminder of the happiness to be obtained from a fully realized shadow. There may be some merit in this last argument, for on cloudy days the skies above our city are a wondrous sight, full of blues and vermilions and brilliant greens which pick out strange patterns and shapes in the clouds.

Others say the clouds now contain the dreadful beauty of the apocalypse.

2.
The shadows are packaged in large, lavish boxes which are printed with abstract designs in many colors. The Bureau of Statistics reveals that the average householder spends 25 percent of his income on these expensive goods and that this percentage increases as the income decreases.

There are those who say that the shadows are bad for people, promising an impossible happiness that can never be realized and thus detracting from the very real beauties of nature and life. But there are others who argue that the shadows have always been with us in one form or another and that the packaged shadow is necessary for mental health in an advanced technological society. There is, however, research to indicate that the high suicide rate in advanced countries is connected with the popularity of shadow sales and that there is a direct statistical correlation between shadow sales and suicide rates. This has been explained by those who hold that the shadows are merely mirrors to the soul and that the man who stares into a shadow box sees only himself, and what beauty he finds there is his own beauty and what despair he experiences is born of the poverty of his spirit.

3.
I visited my mother at Christmas. She lives alone with her dogs in a poor part of town. Knowing her weakness for shadows I brought her several of the more expensive varieties which she retired to examine in the privacy of the shadow room.

She stayed in the room for such a long time that I became worried and knocked on the door. She came out almost immediately. When I saw her face I knew the shadows had not been good ones.

"I’m sorry," I said, but she kissed me quickly and began to tell me about a neighbor who had won the lottery.

I myself know, only too well, the disappointments of shadow boxes for I also have a weakness in that direction. For me it is something of a guilty secret, something that would not be approved of by my clever friends.

I saw J. in the street. She teaches at the university.

"Ah-hah," she said knowingly, tapping the bulky parcel I had hidden under my coat. I know she will make capital of this discovery, a little piece of gossip to use at the dinner parties she is so fond of. Yet I suspect that she too has a weakness for shadows. She confessed as much to me some years ago during that strange misunderstanding she still likes to call "Our Affair." It was she who hinted at the feeling of emptiness, that awful despair that comes when one has failed to grasp the shadow.

4.
My own father left home because of something he had seen in a box of shadows. It wasn’t an expensive box, either, quite the opposite – a little surprise my mother had bought with the money left over from her housekeeping. He opened it after dinner one Friday night and he was gone before I came down for breakfast on the Saturday. He left a note which my mother only showed me very recently. My father was not good with words and had trouble communicating what he had seen: "Words Cannot Express It What I Feel Because of The Things I Saw In The Box Of Shadows You Bought Me."

5.
My own feelings about the shadows are ambivalent, to say the least. For here I have manufactured one more: elusive, unsatisfactory, hinting at greater beauties and more profound mysteries that exist somewhere before the beginning and somewhere after the end.

Peter Carey is an Australian born novelist and two-time winner of the prestigious Booker Prize. Peter worked in advertising to pay the bills until successfully publishing his first piece in his early thirties. He is currently the Executive Director of the creative writing program at Hunter College. The above story was originally titled Report on the Shadow Industry.

Shopocalypse is upon us


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Many people across the world have claimed that they are addicted to shopping and one man is helping Wien people of their obsession with spending money. Rev. Billy is showing people there is life after shopping and performs credit card exorcisms. He joins us to give some advice on how to kick the shopping habit.

Long Tail Gets Caught In Lawnmower

Lee Gomes of The Wall Street Journal explores a Harvard Business School professor’s challenge to Chris Anderson’s 2006 book The Long Tail.

The Long Tail theory holds that society is “increasingly shifting away from a focus on a relatively small number of ‘hits’ (mainstream products and markets) at the head of the demand curve and toward a huge number of niches in the tail.” The reason involves the abundance of easy choice that the Web makes possible.

Gomes condenses the opposing view for his readers:

Anita Elberse, a marketing professor, looked at data for online video rentals and song purchases, and discovered that the patterns by which people shop online are essentially the same as the ones from offline. Not only do hits and blockbusters remain every bit as important online, but the evidence suggests that the Web is actually causing their role to grow, not shrink.

Elberse describes research showing that even in our cultural consumption we tend to be intensely social folks. We like experiencing the same things that other people are experiencing — and the mere fact that other people are experiencing and liking something makes us like it even more. Far from being cultural rugged individualists, most of us are only too happy to have others suggest to us what we’d like.

Interestingly, open-minded Anderson welcomes the challenge on his blog.