Wednesday, May 15, 2013

Soul Searching

As a revolutionized intense full-body workout that incorporates high intensity music and meditative engagement, SoulCycle is the newest exercise phenomenon ready to take the U.S. by storm. Creators Elizabeth Cutler and Julie Rice were strangers who met by chance at a luncheon held by mutual friends. The pair conversed about their love for uplifting communal exercise and their mutual frustration with not finding it in New York City. They combined their visions into one business plan written on a restaurant napkin in 2006.

The women agreed for the foundation for their company: cycling could be inspiring. By incorporating cycling and upper-body/core exercises in a beautiful environment that provided upbeat music and outstanding customer service, they would create an outlet for men and women to devote 45 minutes each day to benefit their body and soul.


Elizabeth, a former real estate agent in Colorado, searched for a prime location to house their cycle center. Julie passed out flyers and business cards while walking up and down New York City streets. Slowly, but surely, cyclers began to come to their opening location. From conception to opening day, Elizabeth and Julie took five months to make their initial dream a reality.

The success of SoulCycle is phenomenal. The women are planning to quadruple their locations by 2015 with their business partner, the highly successful Equinox gym chain. They currently have over 14 locations in New York City, Los Angeles, and Chicago.

SoulCycle is an excellent example of how an idea can become a reality with hard work and dedication. The two mothers committed to their goal and worked endlessly to provide for not only their need for inspiring exercise, but by providing it to others to enjoy as well. Numerous celebrities, professional athletes, and thousands of members rave about their experience with SoulCycle and highly recommend it via publicity and media outlets.

Elizabeth and Julie's passion created a successful and meaningful career that is creating excellent returns predicted to grow substantially in the coming years.


Productive Pals


As I celebrate reading day, the end of classes for the 2012-2013 academic year, and upcoming graduation, I came upon an article on FastCompany that suggests “5 Websites that Will Make You More Productive”.  As students scramble to complete final projects and study for exams, it is easy to find the Internet and life’s to-do lists as constant distractions. The use of the following websites is suggested to reduce stress, anxiety, and improve work ethic and concentration.

Lifehacker
Curates tips, tricks, and technology that can save time and get things done. The website includes categories such as food, study, work, gardening, and clever uses. There is a “tip of the week” delivered to users to start the week off on the right foot.


Remember the Milk
An app that produces a to-do list that is available through phone, email, Twitter, and Google Apps. Lists can be prioritized, coded, tagged, and given keywords to make sure they are completed. Reminders of the to-do lists are sent via text, email, and instant message.

Mint
A free app that organizes all financial accounts, so that a user can oversee where their money is being divided into on a daily basis. Automatic transactions are accounted for in the app and budgets can be set to obtain monthly saving initiatives. Graphs and charts are created to compare month-to-month and annual spending and saving.

99U
A daily magazine that combines articles, videos, and events for creative minds to push them to take the next step with their ideas. It’s a motivational community that seeks to support innovative ideas and visions. An annual conference is held that includes motivational and inspiring speakers who have turned their ideas into realty,

HabitForge
Website created to defeat bad habits and create better ones. The website focuses on the time of 21 days that is takes to change the practice of a habit. The website sends daily reminders and advice to users on how to remain focused when it comes to accomplishing their goal. A user can be solo or join a team of other users who share a common goal.



All of the websites and apps can be downloaded from the link below that transfers you to goodnet.org!

http://www.goodnet.org/articles/992

Thursday, May 9, 2013

A Branding Phenomenon

The Great Gatsby 

The most anticipated summer 2013 film is about to be released Friday, May 10. The excitement of this film has been building over the past year due to postponed release dates. Not only will The Great Gatsby brand emulate through theatre screens all over the world, but by co-branding initiatives with MAC cosmetics, Prada and Brooks Brothers apparel, Tiffany jewelry, Fogal hosiery, product placement in Moet & Chandon, and partnership with the legendary Plaza Hotel in New York City.



Baz Luhrmann directed the fifth production of The Great Gatsby, which includes a cast of Leonardo DiCaprio, Tobey Maguire, Carey Mulligan, and Isla Fisher.

Sanjay Sood, associate professor of marketing at the UCLA Anderson School of Management in Los Angeles, said what consumers are experiencing now "is only the beginning."

"As budgets increase, films are going to have to continue to look for partners to help defray some of the costs," said Sood. "You're seeing the movies treat themselves more and more like a brand franchise."


The film also collaborated with music genius Jay-Z who produced the film's soundtrack, including the voices of Beyonce, Lana Del Rey, Sia, and Florence Welch. 








http://www.canada.com/entertainment/movie-guide/Great+Gatsby+branding+phenomenon/8326042/story.html


Starbucks Around the World


Starbucks is unable to maintain complete control over international ownership because international stores are jointly owned by the Starbucks Corporation and a second owner. Starbucks is used to complete control in the United States and therefore must adhere to cultural and government differences in the global market. Starbucks is unable to control the consumer reaction to their products that have otherwise been highly praised in the United States. Starbucks is unable to control geographic barriers in global markets that may hinder the speed and availability of their products. The time it takes to open a new global location may also be postponed due to heightened regulations compared to the United States. 

In any location worldwide, Starbucks can control their product deliverability. Thorough market and consumer research allows Starbucks to understand what their customers expect worldwide. Marketing campaigns are configured to the needs and expectations of each market segmentation. Although Starbucks collaborates with an additional owner in international locations, Starbucks has continued to have stable leadership and representation that they can control. Their secure internal development is highly important when configuring international expansion.

 Accustomed to steady growth and expansion, Starbucks must interpret their slowing snowball expansion. Although the company continues to open new locations, they must now focus on the next generation of customers, especially in the United States. The Y generation has grown up in the presence of Starbucks, but they are troubled with the high price of coffee and the stereotypical barista being of the same age. Starbucks must also reevaluate their employee program and turnover rate, which has deteriorated throughout the years. Prior to 2000, Starbucks was known for their exceptional and solid employee enthusiasm, but this has longer been a primary observation. This is most likely a result of the low-wage provided to employees in addition to long extended hours. 

Corporate Strategy


Internally, Starbucks has an excellent corporate strategy. The company is not a franchise, which allows for complete authority and administration over the entity. Their stable and assertive leadership has led to their continual growth and expansion internationally. The company has complete governance on the development and performance of their stores. They continue to innovate their design and customization strategies to adhere to consumer demand. In the last few years they have introduced prepaid cards that have cut transaction time in half and that have raised millions in revenue. Current Starbucks locations offer high-speed internet that is altogether considered to be one of the largest wifi networks in the world. 

Starbucks in Japan


Japan has specifically been a major international market for Starbucks thus far, even though the rate of growth has not been stable. The country has been a primary test market for many products that have then been introduced in the United States. Japan’s menu offers a broader selection of customized products and caters to a wide variety of consumers. Starbucks remains to be a commodity in the country and an in-demand trend. To maintain their principal status, Starbucks should research future marketing trends and potential new products. McDonald’s has recently introduced McCafe coffee shops that provide lower priced coffee and eatables. Starbucks should review how the Japanese react to McCafe coffee shops and project how the presence of McCafe will affect their business efforts in the country. Starbucks’ collaboration with Suntory Ltd. to produce the “Discoveries” and ”Doubleshot” supports the company’s determination to expand its presence in Asia, specifically catering to the local tastes and ease of consumption. 

Lilly Pulitzer: Brand Awareness After Death


The woman behind the Lilly Pulitzer fashion line passed away on Sunday April 7, 2013 at the age of 81. From a young age, Lilly circulated around prestigious families as a student enrolled in a prominent boarding school. Lilly was most known as a Palm Beach, Florida socialite who was married to Peter (Herbert) Pulitzer, grandson of famous publisher Joseph Pulitzer, from 1950-1969. 

History

As a wealthy housewife, Lilly spent much of her time roaming Florida’s orange groves and taking care of her three young children. Overwhelmed by the duties of motherhood, Lilly had a nervous breakdown and entered a luxurious mental facility to seek help. "The doctor there said, 'You're not happy because you're not doing anything,' and I said, 'I don't know how to do anything.' I'd always had everything done for me, always had my nanny and my mummy making up my mind. The doctor said, 'You've got to go out and find something to do,'" Pulitzer told The New Yorker in 2000. When Pulitzer returned home she opened a juice stand in 1959. 


Pressing juices daily, Pulitzer wished she could camouflage the spills on her clothing by designing brightly colored prints to wear instead. She brought the idea to her tailor who then designed a sample dress which was hung behind her fruit stand for sale. Pulitzer’s dresses soon began to outsell the orange juice at her stand. Pulitzer decided to collaborate with Laura Robbins, a former fashion designer, to develop a business plan to further distribute the dresses which became known as “Lilly’s”. Key West Hand Print Fabrics company produced the fabrics that were then distributed by the main factory in Miami, FL. 

The success of her designs reached new heights when former schoolmate Jacqueline Kennedy and other members of the Kennedy, Rockefeller, Vanderbilt, and Whitney families were photographed wearing dresses of their own. In 1966, The Washington Post stated that Pulitzer’s designs were becoming so popular that the store located in Southhampton wrapped purchased dresses in clear plastic bags so that customers could display which dress of choice they proudly purchased. 

In 1969, Lilly and Peter Pulitzer divorced after nineteen years of marriage and three children. Although she married Enrique Rousseau shortly after, Lilly Rousseau maintained the label “Lilly Pulitizer” for her company.  


In 1984, Rousseau closed the company and retired due to her lack of ongoing passion for the business. In 1993, Sugartown Worldwide, Inc. purchased the rights to the company in hope to revive the brand that was dearly loved. "When Lilly started the business back in the '60s, she targeted a young customer because she was young," President of Sugartown Worldwide stated to the AP in 2003. "What we have done is target the daughter and granddaughter of that original customer. Rousseau approved of the new initiative and joined the company as a creative consultant that authorized new collections, designs, and fabrics. 



"I designed collections around whatever struck my fancy ... fruits, vegetables, politics, or peacocks! I entered in with no business sense. It was a total change of life for me, but it made people happy," Pulitzer told The Associated Press in March 2009.

In 2010, Sugartown Worldwide was bought by Oxford Industries. In the same year, Lilly Pulitzer’s earnings rose 26% to $29.1 million. Oxford Industries plans to continue to open four to six new Lilly stores each year across the country. 

Where does the brand go now? 

Well, Lilly Pulitzer has not been managed by Rousseau for almost a decade and will continue to maintain a share in the retail market as a leader in women's high end resort apparel even after her death. Lilly Pulitzer is a brand that has maintained global awareness over several decades. Rousseau's death provided the company an opportunity to revive their brand in the media and commemorate their ongoing legacy. The brand will continue to do well as they market towards the daughters and grand-daughters of their first customers. 

Tuesday, April 16, 2013

Please Avoid Interruption


Intrusive Schemes or Valuable Content?

Millions of people are surfing the Internet at this very minute. As they transfer from page to page, they are bombarded with flashy, obnoxious ads that interrupt or stall the loading of their pages. These intrusive advertising techniques may have worked for a short period of time, but they are now being ignored, avoided, or blocked in any way possible. Fresh, creative, and useful content is the method that is reaching millions of views instead. Web-based communication through social media platforms, blogs, and viral videos reaches consumers immediately, thoroughly, and respectfully. 

Consumers are spending a large part of their day online viewing their interests and sharing their opinions. This new connection allows Internet users to feel a part of a relationship, a platform where consumers and marketers express mutual interest without consumers being bombarded with and sold products and services every other second. This new content is valuable to consumers in online communities where authentic information is sought after. Consumers desire to explore the opportunities that the Internet provides without being virtually heckled with advertising they are not actively seeking.

How do we build a relationship?

Brands have the opportunity to build relationships with their consumers on a more personal level by participating and engaging in online dialogue. This dialogue is important to the consumers who seek honesty and respect from brands, while equally important to the brands who seek loyalty and passion from consumers. The best part? These online channels that mutually provide more feedback to both parties, are virtually free. So, as consumers are freely expressing their voices and proclaiming their loyalties and passions, marketers are saving outrageous amounts of mass-media advertising dollars on wasted online campaigns.

David Meerman Scott highlights the need for marketers to throw out old methods of marketing and PR and subsequently create lasting consumer relationships and brand loyalty. Not all traditional marketing methods should be forgotten, but rather updated and targeted to consumers who are most likely to respond and care.

Whole Foods - Whole Story - Whole Heart  


Whole Foods is a company not only focused on providing wholesome and natural food products , but also on making a sustainable difference to better serve the community’s future. Whole Story is the name of the Whole Foods blog that is easily accessible from their main homepage and integrated social media accounts.

“In a nutshell, we are the world’s leading natural and organic grocer and we’re passionate about healthy food and a healthy planet.”
- Whole Foods 

The blog provides seasonal recipes categorized by certain diet and nutritional needs, informational reviews on the importance of highlighted foods, in-store promotions and updates, and articles on national initiatives to support and conserve sustainable farming and healthy active lifestyles.





“We’re lucky to have a whole bunch of smart, passionate people doing incredible things in areas like organics, supporting local growers, green practices, fair trade, micro-lending and all kinds of food related stuff. We’ll use this blog to share some of the cool things going on around here.”
- Whole Foods 



I chose to highlight Whole Foods because I applaud the company’s mission and value to promote a healthy well-being and sustainable lifestyle. I am an advocate for organic, wholesome, and nutritious food consumption and value the respect and interest Whole Foods takes in their consumers. I feel as though I am a part of a community that mutually believes in this mission and is open to conversation about how to better oneself within a community of supporters. Whole Story invites local neighborhoods to plan and share events held at Whole Foods locations that gather communities to promote, educate, and support their shared mission. 



Tuesday, February 26, 2013

Importance of Non-Profit Marketing


ABAN - The fabric of change.

ABAN is an example of how one person’s vision can improve the quality of life of many. Callie began ABAN after visualizing the destructive impact of the littered waste throughout the city’s streets that young girls called home. These young girls would not only fall asleep on the streets full of contaminated plastic garbage, but their young children and babies, produced by prostitution and abuse as a way of surviving, would as well. Callie continues to strive to make a difference among the lives of more than 21,000 young girls and children in Accra, Ghana. 

Non-Profit/For-Profit

ABAN is an example of how a non-profit can manifest a subsequent for-profit business to support and sustain their non-profit efforts. As like Toms Shoes, ABAN designs and sews fashionable and sustainable bags from plastic bags that are collected and sanitized from the streets. This effort supports ABANs facilities and campus that supports a number of young girls. These facilities offer basic necessities such as food, shelter, and hygiene, in addition to counseling and career services for long-term goal orientation. 

Where should we go from here?

ABAN’s has had success so far within the past few years, but the non-profit hope to double in sales revenue, so that they can assist more girls in Accra and neighboring cities in Ghana. The services to these girls are so crucial and need to be expanded. ABAN’s mission is to increase their marketing and collaborative efforts to expand their clientele who empathize with the mission. 
Holly Stewart, a successful non-profit marketing strategist, visited our class to discuss how marketing for a non-profit is not considerably different than marketing for a for-profit business. Non-profits seek out loyal supporters to provide monetarily for their endeavors.  The goal to capture a supporter is just as important as the goal to capture a customer. A non-profit is just as much of a brand name as Tide or Louis Vuitton. Supporters of a non-profit seek to understand what the mission of the non-profit is, who the non-profit supports specifically, and the quality of support the non-profit is providing. Non-profits have to compete for supporter loyalty, as for-profits do for customer loyalty. Supporters are seeking effective non-profits that can prove efficiency in their strategy and an ability to measure their effectiveness. 


As I research more and more for my endeavors with ABAN, I am finding that there are many outlets non-profits can use to raise awareness and revenue. I believe my team is doing an excellent job in jotting down new ideas and collaborative strategies that will excel ABAN in positive direction in the weeks to come.