serenamdania

[serenamdania]

Marketing and Me

I was already looking forward to starting the marketing course before it began, as my as this is the sector my mom works it, and the sector many people I have spoken to want focus in. I never thought the day would come where i wanted to be part of this industry, but I think I would like to focus in Marketing in my third year. 

Everywhere I go, and every advertisement I see, I can’t help but relate it back to marketing, and my mind wonders to think what their marketing strategy was. For instance, I was in the supermarket the other day and they had Lays crisps and muffins on Bonus in Albert Hein, and I thought to myself: “great, ill now have two bags of crisps and muffins, for half the price!” I get to the counter to pay, and I payed about 6Euros with a discount of 0.23cents. I was baffled and began laughing while commenting to Arnau about how I was caught in their marketing strategy! I’m not sure the cashier was laughing at or with me, but she was nodding in seeming agreement.

Knowing how marketing plays such a role in all our lives,  and how many of us don’t really pay attention to it since it is SUCH a constant, is so intriguing to me. Many of us don’t even realise when we fall pray to one of there schemes. After this marketing course I can’t help but see marketing stunts, and I try telling myself, “no, im not going to buy it, its just a marketing stunt” or, “I’m not going to fall for it!”. Having this new mind set really helps against spending money, I must say. 

Further, wanting to go into the creative business industry, i figured marketing is just the ally I should go down. Also, the psycholog behind marketing intrigues me. It also enables me to build upon my interest and knowledge of people and their behaviour. I have this idea about marketing that when you know the secrets to human behaviour you’d be able to manipulate their minds through creative marketing to, in theory, buy anything that you make them believe they need. I hope to see if this is really true through continuing to study marketing in the future. 

[serenamdania]

Is a good salesperson born or trained?

Is a good salesperson born or trained? Quite often I have found myself asking this question, even though not focused specifically on sales people. Have you ever met someone who is just great with their words, able to speak so eloquently where all you want to do is listen? I know I have, and I’m quite sure so have you. 

I always wondered how someone could speak and hold him or herself with such flawless confidence where the flow of their sentences is just mesmerizing. This may not always be the case for salespeople, however a great salesperson is able to capture and maintain your attention. I personally think there are various factors that make up the qualities of a salesperson. I believe that one is born with the qualities to be a great salesperson, however they can also be learnt

There is a great psychology behind a salesperson, or any person in general. I believe that human beings are born with a specific set of traits that will define their character in the future, the degree of these traits depends on various things such as; the environment they have grown up in, influencers and mentors they have had, experiences they have been through, and more. Even when you look at children you can always spot that one child who is confident rather than shy, or who other children tend to believe. 

However, I also believe that the traits of a great sales person can also be trained. One can say that our mind is a great muscle, one that can be trained and taught to do things it is not used to doing. The more you do something and the more you convince yourself that you are capable of doing that certain thing, the more likely you will be able too. Reason why our mind is such a great thing. 

The proposed question closely relates to the nature vs. nurture debate, hence there will always be those who will have their own opinion. Though overall, I think a good salesperson is primarily born with specific traits, and with time have an easier time developing the necessary skills that makes them compatible with that specific occupation. However, that does not take away from the fact that anyone is able to be a great salesperson. With the right motivation and drive to learn the skills being a salesperson is something open to anyone.

[serenamdania]

Bad Advertisements

You can’t escape advertisements, unless you decided to hide in a hole away from civilisation, they are everywhere! Companies are jumping at any opportunity they can get to further market their product. It seems like in this day and age marketing is such an essential part of the success of your business, and I find it ridiculous, which may be a little hypocritical considering I like marketing, at least the psychology behind it. 

I stumbled upon this advertisement the other day:

Source: http://www.leviathyn.com/pc/2012/05/19/gamings-strangest-marketing-campaigns/

I was in shock when I realised what was going on in this image when I saw it. How in the world was this advertisement approved, and how would someone think it is OK to launch such an advertisement?

Racism is still a very sensitive topic to many as there are still so many people who experience it on a daily basis. Launching an advertisement where the first impression someone could get is, that the Whites are superior to the Blacks, I think thats just waiting for social media to explode. Now, that could be the marketing strategy to raise discussions  around this advert to bring the PSP to peoples mind, with the aims to increase profits. However, it may also create a negative word of mouth, and people could loose respect for the brand.

Overall, there are various bad advertisements that are so ridiculous that can lead to questioning of the actions of the organisation. Though, there is no denying that some adverts are too ridiculous to handle where you can’t help but laugh out loud.

[serenamdania]

Greyt Smells

Many people tend to notice how placed above my little cupboard are about 15 bottles of perfume (its clear that I like to smell good). Well, maybe two or three or four of all those perfume bottles were bought in Europe in the total of ten years that I have been living here. As perfume prices in Europe are ridiculous and far too high for the liking of my wallet, yeeet I spent it anyways (guilty).

Most of all my perfume bottles were bought in Curacao, where the going rate of the 80ml (or any amount of ml) bottles are much cheaper, as the going exchange rate of the Euro vs Guilder is quite high. Where I could’ve spent 80 Euros on a bottle of the ‘212 VIP - Carolina Herrera’ perfume, I actually spent 80 Guilders which in turn is 42.11 Euros at the current market value. 

Most of the time when my parents would fly over to the Island for business or leisure, one of the more prominent questions would always be with regards to what new perfume/s do I want this time. As a happy camper and knowing that these products are cheaper there, id gladly get a few new greyt smell. 

This type of market transaction, buying a specific good in another country where the price is lower than the preferred price of the manufacturer is a common strategy that many shoppers use. If its for buying their Apple products in the US, or alcohol in Germany for the Dutch, shoppers always manage to find a way around to beat the system and ultimately get a good product for less money. 

Though it may be a benefit for us foreigners as those prices are attractive, however those prices can still be high for the locals of Curacao, as the worth of Guilders is quite low. Though, for those who are middle-upper class these prices are a wonder as they are able to afford a lot of the good (just as in any other country). 

[serenamdania]

Skempi: Music Innovation at its Finest

Screenshot of Skempi's Facebook Page, visit at: https://www.facebook.com/skempimusic

Skempi? What is Skempi? This fun word that even has a uniquesound when spoken aloud. Well I am glad to be the one to introduce it to you. Skempi is an online music streaming service focusing exclusively on Caribbean music. One could think of it as a Spotify for the Caribbean, but its not Spotify, it’s Skempi!

When I first heard of this idea, me being a Caribbean music lover, I thought it was genius. Skempi’s main focus lies on the music pertaining to the ABC islands; Aruba, Bonaire and Curacao. This innovative service is really appealing to me as I was born in Curacao. I have that Caribbean rhythm running in my blood, and I can’t help it! With Skempi I am able to find music from my island and many other Caribbean Islands dating back to over 50 years ago, or if I prefer something more relevant I also have modern tunes at my disposal. Skempi provides a bank of a variety of music genres specific to the Caribbean. Currently they are one of the only platforms that provide this kind of service; thus they have no direct competition. Therefore making them unique! 

Skempi released its Beta service around exactly two years ago in March of 2012. Since then they have received tons positive responses, and are continuing to grow. They are working on releasing new services in the future, and if you want to stay up to date, follow them on Facebook. If you also want to learn more about this diverse taste in sound I recommend you check out the service yourself. Expand your cultural knowledge by listening to music in a different language. In this case the prominent language is: Papiamentu. I encourage you to see how far your taste for new music can stretch, go check out Caribbean music at: www.Skempi.com

[serenamdania]

This is an interesting point, because I have a Bonus card for Appie (Albert Hein), and I never once thought that it could be used as a market research strategy. I've now come to think about it differently, yeeeeet I love the Bonus card because I constantly get discounts on my food products. 

Market research is defined as any organized effort to gather information about target markets and/or customers. Simply put, it means that businesses are trying to get as much information as possible about their customers in order to meet their needs accordingly.

With the Internet being the number...

[serenamdania]

I completely agree! How private are our privacy settings anyway? Nowadays everything you put on the internet, even when you delete it, apparently still stays on the internet. Thats creepy! Further, the fact that companies have special people that search for background information on individuals, and many times they are able to fins something not even I knew was out there! Ridiculous! 

We’re probably quite familiar with the issue of privacy, and how the digital age has made information about us and our lives that much more accessible. (Or, dare I say, the current age has encouraged us to make ourselves more accessible). Consequently, marketing research has taken on forms and a...

[serenamdania]

I had to giggle when i read your post, because it made me think about my experience with McD. When I was in Curacao I could buy this potato patty, which you could always get for breakfast, though as soon as I moved to Barcelona they didn't have this! I was disappointed at the time, but now I think McD is an unethical organisation. 

What do you think when you look at this picture? We all know McDonald’s and that was one of the first things that popped up in my head, besides the fact that it made me hungry. But when I really took a moment to think about what is actually in this picture McDonald’s suddenly got my...

[serenamdania]

I really enjoyed reading your blog post, it reads swiftly! I find it interesting that they tend to use the same person for the most advertisements in Korea, and it clearly shows the differences in cultures and what consumers notice. I tend to look past celebrities, as I know its just a marketing tactic. 

A couple of years back, I went to a cinema in Seoul with a Korean friend. Watching the adverts that came on (that in a standard Korean CGV are always repeated once) it wasn’t hard to notice one particular thing. Suzy, a member of the Korean pop group Miss A, had appeared in 3 out of 4 adverts,...

[serenamdania]

Year in Music 2014: Artists Pick Their Favorite Songs & Albums

To many music is an escape, giving people the opportunity to lose themselves in thought. But I wonder what goes on behind the scenes in the music industry. 

The link above will take you straight to a video where you will find artists talking about their favourite albums and songs of the 2014. Most of the songs that they mention are single releases, or the singles released before the full album. 

Now, how do artists, producers and record labels come to a conclusion of what song to release as a single and what songs to include on the final album? 

First of all, artists need to decide their target market. This will happen once they known their music genre, whether its Rock n' Role, Indie, Hip-Hop, Techno, Dance, House, Acoustic and so forth. 

According to Billboard, a widely recognised music magazine, even the order of the way the songs are listed on a CD can have a major influence on consumers. In the past the decisions of songs on album and order came from what the  "artist's [fancied], shaped by such elements as feel and flow" (Trust, 2012). Though its becoming increasingly common for producers and the record labels to have a huge influence on this choice. This is due to where their focus lies. Even though they want to showcase and please the artists by releasing their talent, they also want to make sure that the singles and albums are a success when it hits the market, i.e. make sure it generates profits. 

So how do record labels know what the target market wants? Well there are some questions that have to be taken into consideration, such as;

- What sound is currently in demand?

- What Single will generate excitement for the upcoming album?

- When is the best time to release a single and an Album?

These are just a few of the many questions that record labels have to take into consideration. There are artists who have released singles on Christmas days, and others on the first day of the new year 2015. With these singles various target markets(differing genres) are anticipating the release of an album. Recently Kendrick Lamar (a great lyricist) has released a single, though just the audio, following this he will release a music video for his single, and then (hopefully) the album. One of his recent releases happened during the Saturday Night Live show. Check it out below if you please, skip to minute 4:13

http://pigeonsandplanes.com/2014/12/watch-kendrick-lamar-debut-a-new-song-backed-by-bilal-and-thundercat-on-the-colbert-report/

All of these steps generates a lot of excitement, however, one needs to know WHEN, WHERE AND HOW to do this, and all of this can be found through a thorough Market research. 

Market research is used to find out what the target market wants.  This strategy is very intriguing to me, as when it comes to celebrities artists and releasing a single, I wonder to myself, why now? and why in that way? 

[serenamdania]

Be Good to me Ben and Jerry!

Serena talking about Ben and Jerry's, what a big surprise! Though, not really. Over the course of a year I got very wel acquainted with Ben and Jerry's and their vast amount of delicious ice-cream choices. 

Basically, everyone has needs that they want satisfied. Most of our consumer behaviour derives from this emotional attachment to this need which we ultimately aim to full fill. I usually notice my consumer behaviour when I find myself standing right in front of the freezer section in the supermarket containing my favourite Ice-cream brand: Ben and Jerry's (Guilty and proud as can be!). 

Now the main question, why go for Ben and Jerry's when I could go for (most importantly) a much cheaper and also good ice-cream brand, such as: Haagen-Dazs, Cornetto, Nestle, or Albert Hein's 0.99c bucket of ice-cream? Which in the end all nearly tastes the same? Well it all comes down to their great marketing strategy. 

Look at those colours, the creative names, and clear descriptions of what you can expect in each ice-cream tub. Obviously, their marketing technique creates excitement and arouses interest to what these flavours could do to your taste buds. Moreover, there are an average of 60 Ben and Jerry's ice-cream, sorbet and fro-yo flavours, catering to the global market. As you move from country to country there are more or less different kind of flavours available. It is to my understanding, that this is due to the changing preferences and tastes of each culture and what they are likely to purchase or not. Clearly, culture has a huge impact on global consumer behaviour. 

The original Ben and Jerry's head quarters is located in Vermont in the US, and from there they have expanded all over the world, offering countless of creative flavours. It is also in Vermont and bordering states that you can find most of the flavours. In the supermarkets here in the Netherlands I have seen total of around (maybe?) six flavours. Personally, I usually go for the Cookie Dough, or the salted caramel core (just thinking about them makes my mouth water...).  

Further, another reason that could enable consumers to purchase Ben and Jerry's may revolve around the fact that they are a creative brand, but also a more expensive brand. Being creative and pricy can place consumers in categories. Hence, being two motivating factors pushing consumers to make this buy, because the consumers want to feel like they are being creative and show others that they are willing and able to buy such a product. Basically, creating a perception of themselves, on could say. But then again, consumers might even convince themselves, that because this is a creative and pricy brand it will tast THAT much better than any other brand. 

Moreover, there is a trend with women regarding Ben and Jerry's, where a great amount of them will always make the joke: "I spent the weekend with Ben and Jerry", and I can guarantee that most women will also understand what is meant. Usually, it means that you are all cozy and cuddle up in bed with a tub or two of your favourite flavour while watching Sex and the City, or any other TV-show or movie that will elicit emotion. 

Now to understand through a small comparison, look at the following pictures, and what do you see? What ice-cream brand is most appealing to you, and do you feel is more likely to cater to your deepest desires and wants? 

Now, when in the supermarket we will all have a great amount of products to choose from but it all depends on our emotional needs and wants that will eventually lead us to choose a specific product or not. Being a loyal Ben and Jerry's customer, I can say with certainty that Ben and Jerry's do the trick and satisfy it all, that is until you reach the bottom on the tub. 

[serenamdania]

Marketing Sex

Did you watch the commercial above? Well, the first question that comes to my mind is why do they need to use a more than half naked woman to sell a burger? These two things just do not go hand in hand. 

Clearly, In the last decade it has become overly common to use sex to sell a product, this counts for both men and women. Using sex to sell is unethical, as you are selling much more than just the product, while in disguise causing harm to the public who views whatever form of marketing that is used. Something is unethical to me when it causes direct or indirect harm on a targeted audience. In the case of the Superbowl commercial for Carl's Jr. hamburgers, some of the main things that one takes in before actually knowing that this is a hamburger commercial is pretty straightforward in my eyes. She is gorgeous isn't she? Yes,  according to society. She fits the criteria of being the perfect sexy woman who has luscious blonde hair, a good body, the perfect size butt and breast, AND she is all natural, what more could you ask for...right?

Using sex as a selling point, like the commercial does with societies standard of beauty, you set an unattainable physical appearance and perception of what sexy really is. Plus, a majority of the time the men and women in these commercials and advertisements are edited to the specifications of those standards. So what effect does this have on the audience? All kinds of effects varying from plastic surgery, major weight loss through unconventional methods, excessive exercise, more smoking to inhibit hunger, and any other way that can aid one to change their physical appearance. Though the biggest effect of all is the emotional and mental toll these societal standards of beauty sets on both men and women, and especially with teenagers. It encourages insecurities through continues disappointment, especially when individuals try to reach this unattainable standard of beauty.

Personally, I take offence to commercials like these as I do not and can not comprehend the relevance between a sexy woman and a burger. Though, I can clearly see that it is targeted to the male audience. As it is a Superbowl commercial and one can presume that burgers are a manly food. Hence, the sexy woman is used to maintain the mens attention during the break. Why I take offence to this? Because I myself has been subject to the harm that these commercials cause. When I was younger, I always found myself printing out the stereotypical perception of a beautiful girl with the infamous thigh gap. How much time did I put into making sure i got this thigh gap that my body was incapable of having because of the build of my body? Well, I can say with certainty that a lot of time and effort went in to that unattainable thigh gap. Clearly this lead to a lot of disappointment, until I realised my body is as sexy as the next one, as every body is unique and beautiful in its own way.

Overall, it is important to understand that marketing through sex will have an alternative effect on the public, and it does not just fly in and out harmless. There will be some who do not see eye to eye with me, and that is fine as it is their opinion, and everyone is entitled to their opinion.