Green Marketing

The idea for this blog came from this article posted on Prof. Johnson’s M-Blog.

            As the newest craze in consumer demands, environmentally friendly aspects are becoming more and more crucial to the success of a product.  The article explains that in order for green marketing to be effective, companies must do three things: be genuine, educate customers, and give customers an opportunity to participate.  In my opinion, I feel that most customers already are somewhat educated on environmental aspects and know they have an opportunity to help participate.  To me, the most important part of green marketing is to truly be genuine.

            The article explains that being genuine in terms of green marketing means two things: “that you are actually doing what you claim to be doing in your green marketing campaign” and “that the rest of your business policies are consistent with whatever you are doing that is environmentally friendly.”  I am currently taking another Management class here at Keene State called “Sustainable Management Practices” and we talk a lot of this idea called “greenwashing”.  Greenwashing is basically when a company says they are focused on being environmentally friendly, but does nothing to support their claim.  This is starting to become a problem as more and more companies are just saying they are “green” solely to help sell more products.

            I feel that this is becoming a major problem today.  Customers who buy certain products because they want to be environmentally conscious may not even really know what they are buying or whom they are supporting.  Now that it has become such a phenomenon, companies should have to be government certified in some way to call their company “green”.  No longer should “green marketing” allowed to be used unless companies truly back up their claim.  How do you feel about this idea of “greenwashing”?  Do you agree that there should be laws in place that companies must be monitored and certified in order to call themselves “green”?

In Response to Dan Sweeney's Post on 4/7

           I have noticed this recently as well.  Almost every fast food chain has been advertising the healthier options they are offering.  The thing that really bothers me about this is that, while they may be healthier options than the Big Mac, they are still extremely unhealthy foods.  And as you had pointed out, often times the “healthier” options aren’t even better and can often be worse!  This really reminds me of the recent issue with “light” cigarettes.  Since everyone became aware of the harm their product caused, tobacco companies began to market “light” cigarettes as a better and healthier alternative to regular cigarettes.  But the fact of the matter was that “light” or not, cigarettes are bad for you and will eventually kill you.  Today, cigarette companies are no longer aloud to promote their products as “light” cigarettes due to a court order.  I feel that the same should be done with fast food chains such as McDonald’s, Wendy’s and so on.  There is no truly healthy option that you can purchase at a fast food chain, that’s just the way it is.  And the fact they can advertise and promote these products as if they are healthy is just plain wrong.

In Response To Abby's Post on 3/28

            I think that this was a brilliant idea for Green Mountain Coffee, owners of the Keurig, to start selling Starbucks coffee as options for their product.  At this point in time, I would have to think that sales of Keurigs make up a huge percentile of Green Mountain’s revenue.  By selling Starbucks coffee, they are only going to increase such sales.  While coffee sales are undoubtedly a successful operation of Green Mountain, I’m sure they don’t mind sacrificing a decline in their coffee sales for a major increase in their Keurig sales.  After all, I’m sure the profit ratio for Keurig sales is much higher than for their coffee.

            If anyone is to be hurt in this deal, I feel as though it would be Starbucks.  Keurigs are becoming more and more popular in households as pricings are steadily decreasing.  Before you know it, coffee pots will be a thing of the past and Keurigs will be the new standard.  By selling Starbucks coffee in Keurig packages, Starbucks risks the amount of customers they will receive in stores.  That being said, Starbucks has sold their coffee grounds for some time now and it hasn’t seemed to hurt their business at all.  I think that this has become a great partnership for both companies and I see it being very successful.

Subway and the "$5 Footlong"

My idea for this article came from Prof. Johnson’s M-Blog.  Here is the link to the article she posted.

            Who hasn’t seen this commercial 100 times?  Who doesn’t think of it when going into Subway to purchase a sandwich?  Perhaps one of the catchiest slogans in the market today, the promotion has caused a instant boom in Subway sandwich sales all across the US.

Started by Miami franchise owner, Stuart Frankel, the Subway “$5 Footlongs” has boosted sales enormously all across the country.  And with new commercials coming out seemingly every other month, it doesn’t seem to be going anywhere.  The idea was really quite genius.  The regular price of a foot-long sandwich at Subway is around $6, give or take depending on the sandwich.  By lowering the price by about a dollar, Subway has not only seemed there product to be more of a deal, but have made the “$5 Footlong” into one of the catchiest slogans in recent memory.  I like how Stu Frankel said that he didn’t want to make it the “$4.99 Footlong” because that just didn’t sound right to him.  By rounding up one cent to $5, he has created a brilliant marketing strategy that has proven to be extremely successful. 

As with everything, however, this success will only last so long before people start to become accustom to the new pricing and forget it’s even a deal.  So to answer your question of “What's next for Subway's market plan?”  I think that they should cut the campaign while they are ahead and then bring it back at another date.  If they wait too long, people will not go anymore as they feel they are getting a raw deal.  But if they act now, when it comes back again the craze will start all over.  If not that, then they must think of some other new marketing strategy as this is destined to get old as with everything else.
          Do you agree that Subway should end the "$5 Footlong" campaign before consumers become too accustom to the deal?  What other ideas might you have?

In Response to Brittany M's Post on 3/25

            I would also agree that right now Gatorade is probably the more popular choice of sports drinks.  I feel that this has to do primarily with the advertising approach they take.  I see commercials for the new Gatorade Prime all the time with star athletes like Kevin Durant promoting the product.  Meanwhile, I rarely ever see Powerade commercials.  In today’s world it truly is all about getting the tiniest advantage over your competitors.  If a young athlete is looking in the cooler at the convenience store and has to choose either Gatorade or Powerade, he will most likely choose Gatorade because of the star athletes who promote it.

            That being said, I personally think Powerade is much better than Gatorade.  You explained how Gatorade has high levels of sodium in their product and I honestly feel that I can taste it.  For me, it’s no longer about the advertisement, but the taste.  Growing up, however, I would always choose the product that I saw advertised and promoted most.  It is no wonder why some many young people choose Gatorade.  

Do the Dew

            We talked in class this past week about Sprite and how they directly targeted the hip-hop scene.  Sprite tried to associate their brand with hip-hop culture in an effort to reach their target market.  This sparked a thought for me about Mountain Dew and how they tried to associate their brand with “extreme” sports, such as skateboarding, snowboarding, skydiving and rock climbing.  This marketing mix helped make the general consumer view the soda as something cool and extreme.  This concentrated targeting strategy has worked well for them as Mountain Dew sales made up 6.7% of the soft drink market and 80% of the citrus soft drink market. (Wikipedia)

            As we all know from the video we watched in class, the teenage and pre-teen market is perhaps the most crucial in terms of many companies’ sales, especially when your product is an extremely sweet, highly-caffeinated soft drink.  And that is exactly who Mountain Dew knew they had to target.  With the rising popularity of the X-Games, extreme sports started to see a huge surge in demand from young teens all across the country.  Mountain Dew saw the market opportunity and jumped on it.  From that point on they became a large sponsor of the X-Games as well as holding their own extreme sports competition called the Dew Tour. Because of this many people now associate Mountain Dew with extreme sports and therefore, many teens associate the soda with being the “cool” choice to drink.  Here is a Mountain Dew commercial from the late 90s that I thought showed a good example of their marketing strategy and the image they wanted to receive.

            Any other thoughts on the targeting strategy of Mountain Dew?  Do you see any opportunities for Mountain Dew to explore other markets using a differentiated targeting strategy?  If so, where else could you see an opportunity in the market for soft drink buyers?  

In Response to Doug's Post on 3/9

On the topic of paid vacation trips as job incentives, I can see both positive and negative aspects of this idea.  As you had said, most people respond more to a cash incentive and a vacation may not be as motivating as you may not want to go where they are sending you.  You had also mentioned a good point that they may even claim the vacation worth more than it really is.  However, I do see positive aspects to this motivation strategy.  For one thing, a paid vacation may seem like a more personal gift rather than just a bonus.  I know for me personally, I think it would be awesome to receive a vacation as it may be something I would not do even if I received cash bonus from an incentive.  And after returning from vacation, I would probably be thankful to the company and have a more positive outlook of the workplace.  This is why I think this may in fact be a good incentive.  Another idea I have heard that I think would be affective would be to use premium sports tickets as incentives. 

'Super' Toothpaste?

My inspiration for this blog came from a post on the M-Blog.  There is a link to the actual article here.

            With a product like toothpaste, is there really any need to have as much variety of specialized products as there are in the current market?  Personally, I think not.  Yes, many people do have specific preferences of their toothpaste, however, there are ways to satisfy each consumers need in the market without producing such a vast amount of variety.  For example, why are there so many types of protection offered by toothpaste?  Don’t we all want the best overall protection possible?  Why do some toothpastes claim to protect cavities, some claim to whiten teeth, some fight gingivitis, and some help with bad breath?  Personally, I want my toothpaste do all of those things!  Which leads me to wonder if this is all part of a marketing scheme.  Maybe if a company marketed their toothpastes as a one for all protection then perhaps consumers with white teeth, but bad breath, would choose the another brand that says “Fights Bad Breath” on it.

            But while this differentiation may help sales, I have to think that this form of marketing must be expensive to the company.  Having to advertise all different types of the toothpaste has to add up.  A suggestion I would make would be to cancel all forms of toothpaste in production, create one ‘super’ toothpaste and market it extensively.  If the general consumer knows that this toothpaste is supreme to all others and satisfies all of the consumer needs, whether it be white teeth, cavities, bad breath, etc., then they will most likely choose that product over the rest.  Once this is done the only variation that would need to be offered would be the flavor.  Offering this ‘super’ toothpaste in mint, cinnamon, fruity and all other preferred flavors would fill in the rest of the consumer needs.  This would mean this singular product, offered in all flavors, would only need one advertising plan to show its protective qualities.  Then once consumers see it in the store, they will not have to turn away because they dislike the flavor as all needs will be satisfied. 

            What do you think of this idea of a ‘super’ toothpaste offered in all flavors?  Do you see any flaws in this marketing idea? If so, what are some other suggestions you may have?

In Response to Jordan's Post on 2/27

        If McDonald’s continues to grow more and more popular over in Japan, I absolutely see a rise in their national obesity rate in the near future.  This is not a complex math equation, but a simple matter of applying the facts.  The cycle will be representative of how obesity rates climbed in the US.  As more Japanese start to consume these 550 calorie “American” burgers, the more likely they are to become hooked on them.  And with the low cost and delicious taste of these burgers, it will become even more challenging to pass them up.  The more people realize they can buy a few burgers for the same price as rice and vegetables, they will most likely choose the burgers.  As we all know from our own diet, when you start to substitute healthier meals in turn for McDonald’s burgers, you begin to see an increase in your body weight.  Unfortunately for Japan, they seem to be headed down this path.  This is very sad to me because, as you mentioned, the Japanese culture has always represented a healthy lifestyle.  Hopefully, the Japanese will take a lesson from the US and stop this trend before it starts.

LiveDownloads: A "Win-Win" Stituation

            As a devote fan of the “jam-band” scene, live music is my favorite form of music.  However, it is not every day you get to go to a concert.  So how can you temporarily satisfy this need for live music without going to a show?  The answer is quite simple, record the live music. 

            The trend first began in the late 90s when Phish started releasing a series of live shows as albums that were sold in stores.  The success of these albums caused the band to start recording and releasing the soundboards of each show, available for download on the internet.  Now basically every band on the scene takes part in the new trend.  Bands like Phish, String Cheese Incident, Furthur, Umphrey’s McGee, moe., STS9, Yonder Mountain String Band, and Lotus have made this a staple as part of their act.  In going to their shows, you not only get to enjoy it while you are there, but you know that when you get home the next day you will be able to relive it for only a $10 purchase.

            Not only is this a great way to market the band’s music, but it also brings in extra revenue for an extremely minimal expense.  The band is going to put on the show anyway and the proper recording equipment would only be a one-time investment.  It truly is a win-win situation for the band and the fan.  As a fan, I buy almost every recording of shows I have seen as it is fun for me to relive the night.  Also, I feel this keeps me continually wanting to go to the next show.

            I personally think this idea of recording and releasing live shows is something that all bands should follow.  Music goers love to relive their concert experience and this is the best possible way to do so.  It is a very inexpensive way to produce extra revenue for the band, as well as keep the consumer happy.

            What are your thoughts on this idea?  Even if you aren’t a fan of this style of music, wouldn’t you like to have a copy of your favorite band live in concert that you attended?  In case you are interested, here is a link to the LiveDownloads website.

In Response to Nikki's Post on 2/25

        I would like to first start by stating that I am in full agreement with you.  The United States is so far behind in alternative energy use it is not even funny.  We all know the benefits that can be achieved with wind power as a source of alternative energy, yet we have made minimal effort to take advantage of it.  Yes, the shoreline off the coast of Nantucket is arguably one of the most beautiful in the world, but I think it is time we stop being so selfish and take advantage of the wind resources in that area.  If these wind turbines could potentially produce 75% of the power needs of Cape Cod, Martha’s Vineyard and Nantucket as you have mentioned, we would have to insane not to build them.  Not only are these turbines a completely clean and sustainable source of energy, but also over time they would completely pay for themselves.  The original investment for the wind farm I’m sure is close to a billion dollars, but after years of use the amount of energy produced will eventually exceed the initial investment when compared to petroleum costs.  Also, I think that these wind turbines are amazing architectural achievements that we should be proud of.  We seem to have a terrible perception that beauty is always aesthetic, but in today’s world we must look past the “eye-sore” of these turbines and look at the environmental beauty they possess.  We have had plenty of time to enjoy these beautiful views, but it is now time we look towards our future and sustainability of this planet.  We need to not be so selfish and think of all the benefits that would come with the wind farm.

"Man vs. Machine"

            I don’t know about the rest of you, but I had pretty much forgotten ‘Jeopardy!’ was still on television.  This was until the other night when I saw advertisements for a special edition of Jeopardy entitled, “Man vs. Machine”, where two of Jeopardy’s top all-time contestants were set to match up against a new super computer processing machine made by IBM named "Watson".  Ken Jennings, Jeopardy’s all-time consecutive wins leader, and Brad Rutter, Jeopardy’s all-time money leader, were set to take on the smart computer in a three part series broadcasted on national television.  According to the NY Post, the special was the second-highest viewed program on the US television market for two consecutive nights, falling behind American Idol and Two and a Half Men, respectively.  I couldn’t help but think of the pure marketing genius that lay behind all this. 

            Ever since the 1980s when computer technology came to the forefront, man has pondered with the idea of computer robots taking over the world.  For example, movies such as iRobot and AI: Artificial Intelligence, both based on the same idea of computer robot domination, we’re huge hits at the box office.  Why?  Because for some reason we are fascinated with this idea, even dating back to 2001: A Space Odyssey.  The idea that we as humans created something smarter and more powerful than us is mesmerizing and also scary to us.  We eat up these scary and mesmerizing ideas because they are things we all question, but not really wanting nor willing to experience them in real life.  Thus why the entertainment industry was started in the first place.

This is why I see the recent Jeopardy special as such a brilliant marketing scheme.  Most of us now use computers on a daily basis.  We know how much information they can hold, how much faster they run, and now they have the capabilities to hear, speak, read, and write.  This is why we love the challenge brought on by the intelligent computer Watson, as we feel since we created it we should be able to beat it.  And that’s just what the advertised, “Man vs. Machine”.  People all across the United States tuned in to see if the two human Jeopardy geniuses could actually beat the new super fast, super intelligent computer processor.  They were basically telling us to tune-in and support humanity!  I never caught the actual episode, but I remember when I saw the commercial being very interested.  Had I been in front of a television while it was aired, I know I would have undoubtedly tuned-in as well. 

            So I guess my question to you is… why are we as humans so fascinated with the idea of computers, robots, and their possible take over?  Why do we have the urge to see if we can possibly beat such machines?  And do you agree with me on the pure brilliance of this marketing strategy?  In case anyone is more curious, here is the article I found on the topic. 

http://www.nypost.com/p/news/local/watson_the_computer_boosts_ratings_g6cJr3ZNYU7PNsRlNCWgzN

In Response to Laurie's Post on 1/30

            I couldn’t agree more with you.  As businessmen, or women, we try to fulfill certain demands within the consumer market by supplying the consumer with the product they want.  It is no longer a time in which the public is unaware of the health affects of smoking, we are taught this our whole lives.  But still people continue to smoke cigarettes and they are in high demand.  As you said, it’s not like they are putting the cigarette in your hand, they are just supplying a product that is demanded in the market. 

            Also, it is my opinion that if the anti-smoking companies can air their commercials all over television, it should only be fair to allow the tobacco companies to air their commercials as well.  You could also argue that if tobacco cannot air their commercials on television than why are beer companies?  Take the SuperBowl for example, every 3 or 4 commercials was an advertisement for beer!  I do not understand how people can trash cigarettes while the consumption of beer, if not done responsibly, can be many times worse than smoking.

            That being said, I completely understand why people dislike the tobacco companies and do not want their products to air on television.  All I’m saying is that there should not be such a double-standard as there is today.  Tobacco has ruined thousands of lives, but so has alcohol and you never here any bashing of the alcohol industry.  Plus, last I checked American was the home of the free, if you want a cigarette you should have the right to go and buy one.  And as you said, if you don’t want a cigarette than don’t buy it!

The Rise of Netflix

           Once upon a time, Blockbuster Video was the premier video rental service in the United States.  For decades the dominant video store sprawled all across the country forcing mom and pop video rental stores out of business.  Independent video stores were no match for the multimillion dollar corporation and for many years they operated their business with virtually no competition.  But with the recent rise of online video streaming, Blockbuster is now a thing of the past. 

Netflix, which originally started as a monthly service providing movies by mail order, began incorporating this idea of instant streaming into their monthly package as they foresaw a rise in demand for the service.  Today, they are the leading provider of subscription live stream movies and television on the internet.  In 2011, Netflix surpassed the mark of 20 million subscribers in Canada and the US making it the second leading video subscription service behind only Comcast.  A recent study has shown that during peak the hours of internet use, 8 to 10 pm, Netflix streaming represents over 20% of the downstream internet traffic.  Needless to say, Netflix has become an extremely popular and profitable organization.

            But how did Netflix accomplish so much, so quick?  In my opinion, they got to where they are now by a brilliant marketing scheme that directs their streaming service right to their target market; young adults.  Now when you buy a Sony Playstation 3, Microsoft Xbox 360 or Nintendo Wii, all platforms come with a built in program that allows easy access of Netflix streaming as long as you have an active subscription.  So what does this mean to the consumer?  No longer do you have to sit in front of a tiny computer screen to watch live stream of your favorite shows; now you can watch them right on your television.  I personally have a PS3 and love the service offered by Netflix; it is just too cheap to pass up at only $10 per month.  It has even caused us to cancel our cable television as we no longer see the need anymore for Netflix has satisfied that need. That being said, I must admit their marketing strategy worked on me.

            What are your opinions of this service?  How often do you stream video on your computer or game system?  Do you personally have a Netflix subscription or do you still rent movies from the video store?  Also, what do you think of the recent emergence of Redbox?  Do you think it will threaten Netflix?

Here is the article I found that inspired this blog.

http://dealbook.nytimes.com/2011/02/24/blockbusters-fall-and-netflixs-rise-in-pictures/?ref=netflixinc

In Response to Sylvie's Post on 2/6

While the iPad is undoubtedly one of the more popular technological products on the market today, I do not see there being any possible way they could take place of laptops.  For starters, I think laptops and iPads have very different purposes.  When I think of the iPad, I think of a device designed for leisure and enjoyment.  When I think of a laptop, a device designed for more practical business or school related work comes to mind. 

The iPad is more aesthetically pleasing, more portable, and has distinctive features such as a number of applications and a touch screen.  In terms of entertainment, the iPad reigns supreme above all others.  Along with this, it has standard programs found on a laptop such as Safari and iTunes.  But unlike the standard laptop, the iPad has less RAM and hard-drive memory, which makes it insufficient in comparison to the practicality of a laptop.  Because of this you can only run a limited amount of programs at once and hold a limited amount of information and documents.  But perhaps the biggest downfall of the iPad is that it doesn’t have a physical keyboard.  Yet, if it had a physical keyboard it would basically be a laptop.  In order for the iPad to replace the laptop, it needs to be capable of more practical use, and not just for entertainment.  This isn’t to say I could never see the iPad taking the laptops place in the future, but for now I think laptops are here to stay.  As long as there is still a need for practical computer programs such as word processors and spreadsheets, there will be a need for laptops.

In Response to Aubrey's Post on 2/1

Personally, I feel as though I have been denied a job due to pictures and information on my Facebook. That being said, I think every company has the right to view the Facebook of a possible job candidate.  Facebook is a public website open freely to everyone.  Also, you can learn a lot about a person with some simple profile information and a few pictures.  This information could be extremely useful in search for the right person for the job.  I agree with you in the simple idea that if you have something you don’t want people to see or read, then don’t put it out in the open on the internet. 

I made a recent personal decision to deactivate my Facebook.  Even with all the good aspects of Facebook, I felt as though the negatives outweighed the positives in my case.  Not only can it create a bad image for you, but it can stir up personal issues that would never come about otherwise.  Also, I had almost 600 “friends” on Facebook, all of whom had access to all of my pictures and all of my posts.  In reality, there are probably only a handful of people I want seeing my pictures and reading my posts and most of them are friends I see on a regular basis, therefore making me feel as though Facebook is pointless.  I feel as though people forget that not very long ago there was no such thing as Facebook or Twitter and everyone seemed to get by just fine.  I would strongly recommend everyone to deactivate their Facebook and see what happens.  For me, since deactivating my Facebook I feel much less stress in my life and I have much more free time on my hands.  I can safely say I won’t be reactivating it anytime soon.

NBA Promotes "Ethnic Heritage" Nights

Due to a recent lack in fan attendance, the NBA is trying a new marketing strategy in order to reach more audiences and in turn boost ticket sales. In a recent article I read off of www.learnthe4ps.com, Joe Cannon posted a column entitled “Great examples of sports marketing – Ethnic Heritage nights at NBA games” in which he explains how the NBA is trying to broaden their market with new “Ethnic Heritage” nights.  These nights will consist of certain ethnic dance/entertainment, ethnic food, and ethnic players on one or perhaps both of the teams.

As international basketball leagues across the globe continue to grow, the NBA has started to see a major rise in foreign-born players.  Many of these players began their careers in international leagues and later decided to bring their talent to the NBA in search of better competition and higher salary contracts. Some of these players have had crucial roles on championship teams; including France’s Tony Parker, Argentina’s Manu Ginobli, and Spain’s Pau Gasol.  Some have been the first overall pick in the NBA draft; including Australia’s Andrew Bogut, Italy’s Andrea Bargnani, and China’s Yao Ming.  Some have even been league MVP’s; including Canada’s Steve Nash and Germany’s Dirk Nowitzki.  But these international players don’t just bring their talent with them; they bring their fans as well. 

These players tend to be national icons in their home country and have developed a devoted following of fans, who in-turn carry their support to the NBA.  As the foreign fan-base of the NBA continues to grow, the league has developed a new marketing strategy in attempt to draw more of these new fans to the arena.  The link beneath is a video from Wall Street Journal online that shows an example of an Ethnic Heritage night in Los Angeles in which Turkish fans were encouraged to attend to see Turkish half-time dancers and the most popular Turkish player in the NBA, Hedo Turkoglu.  Unfortunately for these fans Turkoglu was traded from the team just days before the game, showing how external factors can crucially affect the marketing strategy.  Turkish Heritage Night in LA (Video)

            Perhaps most importantly has been the recent emergence of the Sacramento Kings’ forward Omri Casspi, the league’s first and only player of Israeli decent.  Casspi has proven to be an emerging star in the league and is drawing in huge support all over the Jewish community.  All over the country, Casspi’s appearance has caused the opposing teams to host a Jewish Heritage night whenever Sacramento comes to town.  In places like Boston, Toronto, Washington and Atlanta teams have given out yarmulkes and even provided kosher food when hosting Casspi’s Kings.

            It is more than apparent that this is good for the league in terms of drawing a larger audience, but do these events take away from the game?  To me, it seems that all of this would just become a distraction from the game itself.  These Ethnic Heritage nights put so much emphasis on ethnic ceremonies and players (generally on the opposing team) and takes away from the real main event, the home team versus the away team.  The question I have now is how will these nights affect the people who are going to support the home team and not necessarily the “Ethnic Heritage” night?  If you were planning on buying a ticket to see your favorite home team and you knew that it was going to be an “Ethnic Heritage” night, would you go anyway or perhaps try to find a ticket to another game?

In Response to Matt's Blog on 1/26

         I would first like to state that I think your future career choice sounds awesome, as I too am a huge fan of the same music scene.  I completely agree with you in the idea that when competing for a job like this, you must completely separate yourself from the competition.  The fact you have experience managing a hometown band really separates you from others who may not have done so.  I would also agree with you that for this particular job, place plays a huge roll as you probably wouldn’t be able to book to many shows outside of the city.  In terms of promotion, I think another great way to get your name/band out there would be to hand out flyers after already popular shows.  It seems to me that people do this every time I leave a show.  It is an effective way of getting the word out because most times I will end looking up the band on the internet to see if they are any good.  As for the price, I think you are right to realize that most people would be looking for the least expensive price.  However, this could only be temporary if everything plays out right.  Perhaps the band you manage could get big enough for you to be recognized as well.  This would open up many new opportunities of perhaps branching out to bring in other bands.  Overall I think you did a good job in explaining how you would market yourself in your particular job field.  Good post and best of luck to you.

How to Market Yourself

Generally when we think of marketing something, we typically envision the product as a good, service or idea.  But what if the product is you?  The answer is quite simple.  You market yourself the same way you market anything else, with the four P's of marketing; product, price, place, and promotion.

Unlike most products on the market, there will be no commercials to show the interviewer what you bring to the table, so you yourself must serve as your own advertisement.  The best way to do this is to promote yourself with a good first impression.  Dress for the occasion with a suit and tie and make sure you are freshly groomed.  Be polite and speak with clear, formal language.  You only get one first impression in this scenario, so make sure you do it right.

Place also plays an important roll.  You can explain that your work will be exclusive coverage to their organization only.  You know that the organization is not going to move to you, so you can also explain your transportation.  Arriving on time is always a big factor in sustaining a job.  If you are lucky, maybe you live on a short distance away from your desired area of work.  These are all valuable pieces of information the organization wants to know.

Contrary to most marketing scenarios, in this case you do not set the price.  Now the marketing strategy becomes a little tricky.  However, it is good to have an idea as to what your work and knowledge is worth.  Depending on the situation, you should typically strive to be flexible with what they are willing to offer.  If you are looking at your dream job, perhaps you could settle for less than what you see yourself worth.  There are always future opportunities to work your way to a promotion.  In contrast, perhaps the organization offers you what you see as a fair salary, but maybe the job is not what you are looking for.  In this case it may be better to ask for a higher salary or politely decline.

Last and most important is the product itself, you.  It is important you let them know the quality of your work, special characteristics that make you more unique, your work ethic, and even your style.  This would be the time where you would lay down your resume.  Your college degree along with your GPA status is always important as well.  Perhaps you have held similar job titles in the past that you can reflect on and explain what you could do differently.  Also, always remember to put emphasis on your strengths.  If you are not very good at math, but very good at dealing with people, you should tell them such.  Maybe they have the perfect position lined up.  It is very important to just be yourself, nobody wants to buy a false product.  In order to successfully market yourself for present and for future, you must hold your integrity.

Marketing, Advertisement and Propaganda

In an effort to try and differentiate between marketing, advertisement and propaganda without any in-depth research, I would explain it as this.  I have always perceived propaganda as more of a political term, but I can see where it comes into play in this class.  Propaganda as we all know is misleading information, but this is not to say that all propaganda is a lie.  Companies all over the world use propaganda everyday to sell their products.  First thing that comes to my mind when thinking of propaganda (in the context of this course) is Subway.  Subway had told the public that a man, Jared Fogel, had lost hundreds of pounds while eating their sandwiches daily.  This is not a lie, however, they held out important information that he only ate a small 6-inch sub with no mayo and had other proper diet and exercise.  Because of this Subway has misled the general public into a belief that if you eat their subs you will lose weight; information we all know is not true.

I look at advertisement basically as any way a company or organization gets their product heard or noticed to the general public.  Advertisements can be found on television, on the radio, on a billboard, and really anywhere else.  Even we ourselves serve as advertisement for a company when we put on our Nike shoes or Levi jeans.

Marketing can incorporate both of these ideas.  Advertisement is almost always a part of the market mix and sometimes propaganda is as well.  But marketing encompasses really four main ideas; product, price, distribution, and promotion.  Marketers design the product to appeal to certain people, set the price to appeal to certain people, make the product readily and easily available to their target market, and promote their product in any way they can.  Therefore, marketing really follows a product from the day it starts being designed to the day it reaches the hand of the consumer.