Blogosphere: Friend or Foe?

Bryan Grey-Yambao (bryanboy.com), Tommy Tom (jakandjil.com), Garance Doré (garancedore.fr), and Scott Schuman (thesartorialist.com) sit front row at D&G’s Spring/Summer 2012 show equipped with laptops provided by the company.

Manila teen writes blog. Fashion industry takes notice. Gets a Marc Jacobs bag named after him, rubs elbows with fashion industry’s elite, and bags six-figure income in ad revenue.

This may sound far-fetched, but for Bryan Grey-Yambao, better known as Bryanboy, this modern-day fairy tale is the life that has been forged upon him by his popular fashion blog. Now a front-row fixture at fashion week and a good friend of Marc Jacobs himself, Bryanboy attests to the essential role that blogging plays in modern-day communications, entertainment, media, and marketing.

Ever since blogging took off in the last decade, blogs have become an indispensable resource for the discussion and expression of interests, as well as the dissemination of information. However, not until recent years has blogging garnered so much attention and had so much influence on the general population. Many companies and politicians alike have acknowledged the importance of connecting with their target market/audience online, as well as leveraging the cult-like following of popular independent bloggers to further their marketing efforts.

Given their rise in status from merely a form of personal expression to a respected and highly-embraced means of social media, blogs are surely here to stay. However, for the publishing industry which churns out the newspapers, magazines, and trade journals of which blogs are robbing their readers’ time and interest, this has raised concern of late. In an era where yesterday’s news has become like last year’s, blogs offer the instantaneous sharing of ideas which tangible publications cannot. For example, monthly magazines typically begin to materialize 2-4 months before the publication date, highlighting their emphasis on seasonal content, industry trends/issues, and general interest pieces, rather than of-the-minute news which blogs may offer. For personal lifestyle/interest, photo, and video blogs, the instant gratification of having a responsive online community of fellow bloggers acknowledge your talents and opinions is a further testament to blogs’ mounting appeal and staying power.

Personally, I do not think that blogs are a substitute to published material, but rather, they fill a void. Looking around my own room at stacks of unread magazines that I subscribe to and then at the list of my most visited websites, it is clear how my own appetite for fashion and business news is no longer satisfied by glossy pages primarily. Still, I do believe that the quality of content in a magazine is unrivalled by that of any blog, and for that, I will continue to open my mailbox to the bold masthead of the magazines I love. But hey, to each their own. This is a blog post after all.


About the author: Jessica Young

Jessica is a 2nd year student who is an avid magazine and blog reader. Her magazine collection measures taller than her 166cm self and her favourite blogs include jakandjil.com, dealbook.com, altamiranyc.blogspot.com, hanneli.com, and blogto.com.

Forget TV shows; let’s think TV franchises

Television plays a central role in popular culture. It drives conversation at the workplace watering hole and sparks debates over social media. But besides showing up on your TV, television shows rarely have a presence on retail shelves outside DVD box sets and posters. The big networks make their big money from advertising dollars—which are driven by ratings and the size of TV audiences and are in turn at our mercy, the media consumers.

A problem arises when TV loyalists are empowered to watch their shows outside of the critical primetime premier slots that advertisers pursue for major commercials. For me, my commercial-skipping TIVO does just that. PVRs, Netflix, Apple TV and online pirating have transformed television into an on-demand service. As a result, measurable TV audiences have seen significant declines in recent years. Networks are forced to juggle declines in advertising revenues and audiences who demand high-quality, high-cost shows in exchange for their viewership. Smart television studios know they have to look beyond the small screen if they’re going to successfully mitigate the pitfalls of the $700 billion US television advertising.

Cue the television franchise. I’m not talking about highly successful sitcoms like Friends or Entourage. I’m talking about shows that offer the potential for endless merchandise, sponsorship and licensing deals - a marketer’s dream. Disney’s been pumping these out for years, such as the Hannah Montana franchise which the NY Times estimates drove $1 billion in retail sales in 2008.

Who wouldn't be smiling when you're part of Fox's $500 million cash-cow, Glee.

Fox’s Glee is the most recent wonder to take the industry by storm. Forget that the musical television comedy has won 4 Emmys, 4 Golden Globes and has drawn 10 million+ viewers ever Tuesday night for the last two years. Glee has sold 21 million digital singles and 9 million albums. It has sponsorship agreements with Chevrolet and exclusive retail partnerships with Macy’s and Claire’s. It spurred 2 international concert tours, a 3D concert movie and unleashed countless brand extensions: clothing lines, video games, nail polish, jewelry, iPod apps, and even Hallmark cards.

Contributing an estimated $500 million to Fox’s top line, Glee has become an indispensible part of the network’s programming. Love it or hate it (and I love it!), the franchise is setting the example for shows old and new. NBC has added Smash, an adult Glee knock-off starring Debra Messing, to its 2012 line-up. Even AMC’s always-classy Mad Men has partnered up with Banana Republic to launch a branded clothing line that’s in stores now.

During its gap year between seasons 4 and 5, AMC's Mad Men partners with Banana Republic to debut a Don Draper inspired clothing line.

Going forward, franchises like Glee will not be the exception. The networks realize that they’re no longer producing shows - they’re producing brands. The relished business models of the entertainment industry are being revolutionized by the way we consume media. Hollywood has long understood the value of product placement and merchandising agreements. The music industry is learning from singing super-brands Justin Bieber and Lady Gaga. Inevitably, marketers will play a greater role in the launch of the next big sitcom, movie or superstar.

About the author: Telly Carayannakis

Self-proclaimed Gleek - I've got every Glee album, the Glee Karoake video game and saw the concert tour when they came to Toronto. Going into my 3rd year at Schulich and will be travelling to Paris for an exchange program in January!

The Not-So-Secret Ingredient to Customer Commitment

When you think of a marketing initiative, what are some of the first ideas that come to mind? Maybe an online campaign, a new and exciting ad, or, perhaps, a brand new product design. But what about that one thing that has the ability to “make or break” the consumer’s commitment? That one thing is good old customer service!

What exactly is customer service anyway? I would hope that most businessmen and women know, but let’s recap. Giving the customer exactly what they want is part of it, but that definitely does not make up the whole package. You must strive to make your customer feel like a million bucks! Customer service is providing each customer with an outstanding and unforgettable experience each and every time they participate in a given service, or purchase a product. The key word here? Experience. Think, what is it that you, as a company, would want your clients or customers to experience whenever they deal with your representatives.

So now that you know what customer service is, what does it have to do with marketing? Well, think about it. The ultimate goal is to sell your product or service. Is it easier to sell to a happy customer or to an angry customer? I don’t know about you, but I have never heard of a corporation that strives to irritate their buyers. Furthermore, customer service can positively or negatively add to a company’s public image. Thus, customer service is a major component to drawing consumers in and, well, keeping them there. Let’s take a look at a few companies that have made customer service a major part of their marketing initiatives.

1. TD Canada Trust

The first thing I think of when I think of TDCT is customer service. This organization has been recognized by J.D. Power and Associates 6 years in a row for their customer service. As an employee for TD, I have learned very quickly that customer satisfaction is integrated in everything we do. From the way we greet our customers to walking them out the door when they leave a branch. For example, TD has recently opened their branches on Sundays. Why? Customer convenience—one of TD’s major strategies to having a happy and committed customer.

2. Apple

A company doesn’t have to provide a service to give great customer service. The sale of a product and customer service should go hand-in-hand. Apple has done a pretty good job of combining both within its locations. Think about how many people swear by Apple’s products? Do you think those people would be as committed to the company if every time they dealt with a sales representative they were treated horribly? I didn’t think so either. An article from Computerworld.com outlines that “[Apple’s] focus on product innovation and customer service has won it a cadre of famously loyal customers, unlike any other PC vendor”.

3. Starbucks

I’m suggesting Starbucks out of pure personal experience. Every single time I go to get my Grande Non-Fat White Chocolate Mocha the employees ask me about my day, compliment me on my outfit or find a way to strike up a friendly conversation regardless of how busy it is. This is not just at one location, this has been at several different Starbucks locations in the GTA (Trust me, I’ve been to quite a few!). This is proof that a customer service initiative is something so small but makes all the difference. Going to Starbucks to get my favourite latte is always an enjoyable experience because the employees make me feel welcome. Starbucks has captured the combination of a great tasting product and an enjoyable customer experience to grow their loyal base of consumers and maintain a positive public image.

Clearly, customer service is something that cannot be “brushed-off”. It is a major aspect involved in developing a company’s brand. A customer service package or plan is something that should be integrated at the very heart of a corporation so that it is instilled in their employees and exemplified in their product or service. I feel that customer service is something that is over-looked as a major aspect of a marketing plan. Of course it is vital to advertise the actual product or service itself, but a major competitive advantage to get your company ahead of the game is to pair that great product or service with an amazing customer experience.

About the Writer: Samantha Consiglio

Proudly entering my 2^nd year at Schulich and currently working for TD Canada Trust as Customer Service Representative. My inspiration for this post came from my training with TDCT!

Location, Location, Location

Sometimes the popularity of social media companies completely baffles me. At this time two years ago I didn’t think Twitter would fly – I was obviously wrong. Maybe I’m a pessimist when it comes to new things, but sometimes I just can’t see the value these companies provide – not right away that is.

I certainly had some major reservations when I first encountered the company Foursquare. I initially thought that the company was the most absurd thing to come out of the social media world and that it would definitely be a flop. Letting people know where you are, and when you’re not at home, is not exactly what I would consider a good idea. Just type ‘foursquare’ into the Twitter search box and you’ll immediately find a seemingly endless list of people posting their locations, along with detailed online maps! However, this minor flaw may have clouded my ability to see the true marketing potential that Foursquare is able to provide.

Essentially, Foursquare allows consumers to be rewarded with various badges and other honours depending on the number of times they “check in” to a specific location with their mobile device. Still sounds pretty absurd, doesn’t it? Well here’s why it isn’t – merchants of all shapes and sizes, including major companies like Starbucks, are now offering discounts to foursquare users who are the ‘mayors’ or badge holders for that company’s specific location; giving consumers a reason to check-in as many times as they possibly can.
Users can include online comments with their check-ins that act as a great word-of-mouth marketing tool for their favourite establishments. Also, the daily-deals website Groupon, has recently teamed up with Foursquare to offer local deals to users of the mobile service, further expanding the potential marketing possibilities that come along with visiting a particular location.

What started out as a local game for consumers has now become a marketing tool for companies to target their most loyal customers; customers who will hopefully keep coming back again and again. It seems I’m once again being proven wrong about another social media company. Does that mean I’m going to jump on the bandwagon? Probably not – I’m still concerned about the safety issues – but with a great potential to connect to consumers I think any company that doesn’t take advantage of the service will certainly be missing out.

About the author: Stephen De Angelis

Stephen is going into his third year at the Schulich School of Business and is specializing in Marketing and Strategic Management. He’s hoping to get into brand management upon graduating.