Dr. Maresco's Marketing Moments

Super Bowl, "MAD MEN" and More

I know, it seems like forever since I have posted anything to this site and for that I apologize. So let's get going.

Yesterday's Super Bowl commercials were beyond terrible. I admit that I really didn't pay much attention to them during the game but with a few exceptions they really bombed, again. The only ones I really liked were the Dorito commercial and the one with the two babies trading on line. I guess it was for E-trade but if it wasn't then I guess the message didn't get across. The rest were so lame. Too many car commercials, foreign car commercials. Too many Bud commercials with the horses, etc. It was just awful.

If you get a chance, and have a lot of time n your hands, do yourself a favor and rent "MAD MEN." It is a television series about a fictional advertising advertising agency, Sterling Cooper, set in New York City in 1960. It is fabulous. It starts off a bit slow, there are 13 episodes, but once you get into it you can't stop watching it. the characters are fabulous and watching how men treated women in the business world of 1960 is something you could never imagine taking place today. Just do it, it will be well worth your time.

With the economy going the way it has have your buying habits changed? Research has showed that people are still buying high end products but apparently just not as many of them. I guess buying only 1 pair of Manolo Blahniks is better than not buying any, right? Seriously, the high end of the consumer demographic is still spending money but not quite as much of it in addition to not wanting to seem garish in the spending habits.

While we are on the subject of shoes, if you have not yet gone to the new shoe department in Saks Fifth avenue in NYC do yourself a BIG favor and go. The entire 8th floor, all 8,500 square feet of it, is devoted to women's shoes It is soooo large it has its own zip code (10022-SHOE). the zip code is basically for promotional purposes but the 10,00 pairs are the real thing. 

That's about it for now. More to come in the weeks ahead, once the warm weather returns.

So Much Marketing and So Little Time

WOW! It seems like forever since I have shared my thoughts with my marketing readers. I guess the biggest news is the effect the economic situation here in the states and around the world will have on the upcoming Christmas (holiday) season. Excuse mw for putting the word holiday in parenthesis but until they change the calendar to read HOLIDAY under December 25th it's still the Christmas season to me. I'm glad to get that off my chest, thanks.

What will Black Friday be like this year? You know, the day after Thanksgiving when retailers make most of their yearly profits.  Will the high end retail stores like, Nieman Marcus, Nordstrom, Saks, Bergdorf's etc. really have markdowns of as much as 40% or more or will traditionally high end shoppers change their buying habits and go to Jacques Pene (J.C. Penny)? It will be interesting to watch and see what happens. What about WAL*MART and Chez Target. Will consumers fall over each other trying to get super cheep prices on all sorts of products, most of which they really don't need? Who knows, if nothing else at least it makes for interesting news clips on the evening news.

What effect, if any, has the economic downturn had on your consumer behavior? Have you even thought about it? Still buying Stella Artois when you could be buying Bush Light? Have you started buying your shoes at the new shoe department in Chez Marshalls or do you still go to Nordstrom? It shpould be a very interesting couple of months ! 

Product placement in the new film "The Women"

Hello to all you marketing mavens.

You may know that I am crazy about product placement (product integration). I look for it in ads, television programs, movies and any other sources that I can find. Recently a student in my MK 261 class sent me an email telling me that she had gone to see the new film, "The Women", and that it was loaded with product placements. This is exactly what I would hope all my students would do, no, not send me an email every time they see products placed in a movie, etc. but that they are aware that product placement is everywhere if they would only become a bit more conscious of it. This is why I tell my students that marketing is so much fun to study because they are surrounded by it. this is exactly why I show the video about Professor John R. Stilgoe from Harvard. Open you eyes, there is a whole new world out there for you to discover.

Go see a movie this weekend and look for products, you will amazed at how many you will find.

Till next time,

PM

Interesting sites

Hi everyone,

There are two marketing sources that need to be brought to your attention. One is free and the other is not.

The first one is the Styles Section that appears in the Thursday and Sunday editions of "The New York Times." Since the paper is delivered free during the week you really should read the Thursday edition. Why? Because it is so very much more than just a section devoted to the latest fashions. It is really a commentary on what is going on in society and how marketers use these trends to market goods and services.

The second source can be found every Sunday in the "New York Times Magazine" which comes free when you buy the paper. Within the magazine is a section titled "Consumed" written by Rob Walker. This section is about consumerism and each week he takes on a new and different topic. If interested try and get a copy of the article that appeared in the October 7, 2007 issue.

Oh yea, one more thing. For those if you who want to know why I dress the way I do check out the "Official Preppy Handbook." It will answer all your questions.

It's Fashion Week and Fashion Magazines

As Fashion Week continues to transform Bryant Park in NYC into the center of the fashion world it's time to think about just how all the clothes that are displayed throughout the week are actually marketed.

From one runway to another hundreds of the world's top models will be wearing the newest fashions representing the best of what will be appearing in Spring 2009. These are the clothes that will eventually be available for sale in all the top clothing stores across America and the world including stores such as Neiman Marcus, Saks, Nordstron, Bergdorf and a host of other specialty botique locations, most owned by the designers themselves. So, other than seeing them on the runway, how does the fashion conscious consumer see these trend setting creations? In the fashion magazines, of course.

If you are at all slightly interested in the fashion industry you MUST subscribe to one of the top tier fashion magazines. These include, at a very minimum, VOGUE, HARPERS, ELLE, W, and VANITY FAIR. By the way, the best thing about subscribing to these magazines, along with the fashions is the price, most are only $12.00 a year which is especially attractive since the cover price of most of them happens to be at least $5.99. VOGUE, the industry leader, has so many pages that may cause back problems due to its weight. So if you love fashion, want to keep up with the industry and get mail on a regular basis do yourself a favor and become a subscriber. It will be the best $12.00 you ever spent.

What I did on my summer vacation

Well here goes nothing.

In my MK 286 class, Consumer Motivation and Behavior, I speak at length at why we do what we do when it comes to our purchase decisions. Mostly I ask students to take a good hard look at why they buy what they buy and ask themselves if they really need what they are buying or if there are other factors involved. Well, this past summer this is exactly what I did.

Summers are a difficult time for me. Everyone thinks it's great that I basically have 4 months off. What they don't realize is that while I have al this time off all my friends are working. everyone thinks all I do is play tennis and golf and have a good old time. Not exactly. So what did I do with my time? I hate to admit this but I shopped till I dropped; both in persona and on-line. Part of the reason is because I made the decision to loose as much weight as possible which I accomplished. This then led to a situation that caused me to need to buy a new wardrobe. Not just slacks and Polo shirts but shoes. Lots of shoes.

What seems to have happened is that I got caught up in the same situation I discuss in my classes. By that I mean getting the same rush as a 5 year old in the weeks prior to Christmas. I started buying shoes and couldn't stop. Mostly I shopped on-line but also made two treks to Woodbury Common in New York and on two occasions to Clinton Crossing in CT. Woodbury Common is the place to go especialy if you like high end products, especially shoes. Over a three month period I bought 15 pairs of shoes, slacks, Polo polo shirts. and even Polo sweaters for when the cold weather arrives. Why? Who knows other than I got caught up in the experience of buying high end Gucci, Tod's and Cole Haan shoes. It was like the UPS or Fed EX truck was coming at least twice a week. I was doing exactly what I had told my students to be careful of not doing; getting caught up in the excitement of shopping.

A word to the wise. Get control of yourself and if you must shop to excess know why you are doing it.

Vogue Magazine in India

On the front page of the September 1, 2008 edition of the Sunday New York Times Business Section was a story that proves marketers will go to any lengths to get products and especially their brands noticed.

Basically the story was about how Vogue Magazine in India featured advertising of very high end brands such as Prada and YSL (if you don't know what YSL stands for shame on you) being worn and carried by poor Indians; in fact Indians whose yearly income is less than most Americans spend in an average day. For instance, there was a picture of a poor Indian woman carrying a baby in her arms wearing a $100.00 Prada bib and a man carrying a $400.00 umbrella. Is this good marketing or is it over the top?

I love my Kindle, I think !

Well, yesterday I read my first book on my Kindle. I must admit it was much easier than reading a typical book because it was well lit and I could adjust the size of the type and the style of the font ( I still needed my glasses). I found it very easy to adjust to turning pages more often than I usually would and actually read an entire book in one afternoon.

The illustrations were not very good but I'm sure they will improve in the future. Overall, I really don't have any complaints. I may never buy a regular book again, yea right !

Till next time.

Who wants to live in The Villages? Lots of people !

Maybe you'e seen the commercial and then again maybe not. You know, the one with golf hall of famers Nancy Lopez and good ole Arnold Palmer standing on a golf course in the middle of The Villages, one of the most recognizable retirement communities in the world. The one where every day is a great day because you are lucky enough to be living in The Villages. Well, a new book has just come out titled: Leisureville: Adventures in America's Retirement Utopias by Andrew Blechman and published by Atlantic Monthly Press.

Being interested in these sort of things, retirement communities, both as a marketer and as a consumer, I couldn't wait to get my hands on this book. I tried to get the Kindle version but it apparently is too new; shame on you Kindle ! Anyway, if you have any interest at all in what makes these places work and what really goes on behind the scenes than this book is a must have.

More later.

The KINDLE has arrived: Now what?

Well, the big day was Monday. It's now Thursday and I haven't read one word on my Kindle other than the instructions which were available both in hard copy and on the Kindle itself.

What really freaked me out was being able to download some books and last Saturday's Wall Street Journal without ever actually having received the kindle. So what to buy next? Well, yesterday I went to the Amazon Kindle site and proceeded to but a more expensive Kindle cover, the free one that came with the unit would have been fine but then I wouldn't have had the professional one would I? I also invested in a Kindle carry bag, really a man bag designed specifically for the Kindle. For the past several years I have been looking for the perfect man bag but could never find the perfect one. Thank you Kindle because now I don't have to worry about carrying my keys, Kindle, wallet, iPhone and sun glasses in a man bag into my local watering hole, at least I don't think so ( I actually have not received the Kindle bag but it is supposed to come this week). Oh, the joys of marketing and spending money.

Who says that you spend less the older you get. the only difference between me and an 8 year old is my toys are much more expensive ! ! ! Till next week !