RETAIL GONE BAD
Before the bashing begins, let me just say that Apple makes some of the coolest and most innovative products around. I’m not just saying that to say it. Lets consider the fact that I have an iPod, iPhone, and most recently a MacBook Pro. So why the slash through the label? Well lets just say I had an interesting experience last weekend at the infamous “Mac Store”. I show up there to find I need an appointment just to buy a laptop. I mean come on, let think this one out. I’m about to spend four figures on a computer and you want me to wait? Haha nice sales plan. Anyway, about 30 minutes later it was finally time for my so-called “appointment” and I was able to enter the store (ridiculous). I was greeted by a Steve Jobs “wanabe” and given nerdy hostility to what I felt were necessary questions to ask before making such an immense purchase. Said and done, I bought the thing and am typing on it now, but if it weren’t for the $100 student discount available exclusively through Apple, I would’ve bought the Mac from Best Buy down the road.
Enough ranting (sorry been a long day ha). So whats my point? What does this have to do with marketing? Brand image and brand personality- furthermore poor brand image and personality associated with the Mac stores. Apple products have the brand image of being cool and chic, while there retail channels show that there is an obvious inconsistency. But who am I? I mean after all they are a huge success and it clearly works, but just don’t get to cocky on us Apple. You’d expect the retail channels and sales clerks to be in line with these cool innovative products Apple offers, but instead you have to make an appointment like you’re at the doctors office. I just came to get a computer guys not a follow up. Great computer though.
Brand loyalty. Its all about commitment. Enough commitment to re-buy over and over again. Gaspari Nutrition has acquired loyalty from me. Honesty, integrity, commitment - Gaspari hits them all.
Gaspari Nutrition is a supplement company founded by Rich Gaspari (ex-bodybuilding legend). His pitch is that these products work and there is no “fluff”. You get what you see. In many cases, consumers are tricked by supplement companies and “hyped-up” marketing to think that a particular product will give them the results they seek. You have to work hard in the gym. There is no wonder supplement out there that does the working out for you. Rich emphasizes this.
At Gaspari, Rich is the spokesman and speaks from experience. He’s a straight shooter and I think this is symbolic of this company. Gaspari nutrition has proven themselves to me and with that I am 100% loyal to this brand.
I touched on Nike a little bit last week, but this week I’m taking it a step further and talking about another Nike brand - JORDAN. This commercial is so inspiring to me and is so representative about what it takes to be the best and how the best have a positive outlook on things. Taking the negative things and learning from them is what measures true success. Spread this concept with someone as famous as MJ and its bound to stick. Michael Jordan was the best and probably because of his strong yet laid back approach to himself. View the commerical and you’ll see.
Apart from this, I think this commercial is very symbolic of the brand image and characteristics on the Jordan brand. Michael Jordan plays the cool and reserved role and appears to be relaxed and laid back while he gets out of his car before playing in front of thousands. I think thats extremely admirable especially considering the immense pressure. Then to flash the Jordan jump-man logo at the end of the ad to strengthen/reinforce in the consumers mind where the message is coming from and what brand to associate this with - again well done Nike(Jordan).
This week I learned how important it is to stay active in social media. It is really not as hard/time consuming as I (and probably others would think). I think its very important to have a twitter and even a blog website in the marketing world. Primarily because these tools will be the future of where marketing is going and you have to stay consistent with the times. I am really interested in getting my twitter to have more followers and get my Klout score up. One big thing I learned which I really like the idea of is the idea of consistency. Keep your marketing consistent throughout channels. For example, look at the NBA logo its on all NBA stuff everywhere. Its the same across channels to ensure it sticks.
This is the future of social media. What’s the difference? All video. Imagine following your favorite celebrity on twitter HOWEVER imagine not following them with tweets typed out in text BUT INSTEAD watching a video blog from the celebrities point of view. All visual. See what they see. Check it out.
Fender guitars has always made an artist series model of guitars, but they are often of those artists of whom our parents and older generations listened to (Eric Clapton etc). Finally, they have reached out to the younger guitar fans with two Kurt Cobain edition guitars. Fender has tapped into the more youthful/rugged “grungy” era of music with these guitars. I think there is a tremendous marketing opportunity with these new products. However, I just happened to stumble upon this while surfing the web without ever hearing anything. This is something I have wanted for so long but had zero knowledge of the release. Fender needs a better marketing campaign to find those targets of guitarists. Maybe fender should take advantage of social media especially considering (just an estimation) that the bulk of Nirvana/Kurt Cobain fans are of the generation of social media. Maybe with research, finding out (for example) a Facebook user’s interests of “Nirvana & Guitar” and matching these up to specifically direct an advertisement to the given user. Just a thought.
Nike is one of the all time best brands out there. No one can compete with their advertising or the infamous tag-line ”Just Do It”. Not to mention having the best athlete of all time having his own product line - MJ. Nike has been an inspiration and a source of motivation for many. The products are there. The sneakers are the best. The endorsers are there. Michael Jordan…enough said.Tiger Woods? The recognition is certainly there - who doesn’t know the Nike symbol. This is one company that definitely has marketing down. They have so many targets because there are so many different sports (even targeting skaters now). They are successful everywhere and should be recognized for this. The tagline “Just Do It” speaks to so many people and sometimes I’ll even catch myself using the line as inspiration. Just Do It. These words go a long way.
See video below