Tuesday, June 12, 2012
Ryan air's 2012 cabin crew calendar started a debate by marketing professionals here in The Netherlands. There is a strong connection between creating a successful marketing campaign and knowing what makes women tic! Did you know that more then 70% of purchase decisions are made by women? Mabel Nummerdor specializes in marketing for women. She claims that many companies today spend so much money on marketing campaigns with out doing the proper research, simply forgetting or perhaps not realizing that women are in many ways the actual target group, they are responsible for the majority of purchase decisions within the home! A calendar featuring Ryan air’s stewardesses in bikinis as pin ups, is a huge marketing mistake says Mabel. Especially considering it’s women that book 58% of the family vacations! Being aware of this % means this misses the target entirely, what woman will even look at this calendar even if it does feature the different destinations available. Saying it’s for charity to me doesn’t sound credible either. Maybe they were trying to hold the stick on both ends. The men will be drawn to the photos and the women will react to the charity aspect though I seriously doubt this! When analyzing marketing strategies and ads in the market today it’s still very evident it’s targeting men! It seems odd to me because in general, women are the biggest consumers and they do dominate many areas and have strong influence on others. An example is an ad created by Opel for their Meriva modal which featured in Red, a magazine for women. The ad said “Daddy’s car is the best”. The ad uses terms like the best which men respond to much more then women, winning a competition so to speak and having the best is something that wins men over. However, it’s not how women make a decision when it comes to a purchase. Women react with more emotions, they pay more attention to details and the small print. Different language appeals to them. So Opel placed an ad in a glossy women’s magazine, however, thinking that since they are talking about a car this is the language they should use. Making it close to impossible to achieving their goal. Not to mention that if Opel realized they should recognize the power of women in the consumer world, surly then they needed and should have adjusted the ad! It’s not about the location of your ad it’s in the details, terms used and the marketing tactics behind it. Women should be a separate target group. In the US, marketers took all this data and statistics to heart and since 2000 many changes have been made and implemented in marketing efforts. A great example is Harley Davidson- At Harley Davidson, The marketing team tried to think about what it is that makes women doubt buying a bike. Women have it seems a higher sense of fear when it comes to having an accident so they decided to tackle that, they are offering training for women, teaching them also how handle a big bike. This proved to be a huge success! A local example is Eliza, an online travel website. It’s written from a view point and perspective of women. Women and language in this case were a match made in heaven. Eliza is going on vacation... the website grew very fast and became a huge success. They simply realized at Eliza who the “real” target group is and are concentrating their efforts in reaching and appealing to that group. I happen to agree with this conclusion- Women are responsible for much of the consumer’s behavior and I think it’s smart to take all that into account when creating an ad or marketing promotions. How do you view this issue? Please share!:)
Monday, June 4, 2012
The four finalists were called to the Institute of Directors in last night’s episode. They had to pitch their business concepts to Lord Sugar for the first time, it was also the first time the contenders heard what their competitors are putting forward. The business ideas pitched could not have been any different! Later, it was time for the most feared moment by candidates through out the seasons of The Apprentice...interviewing with Lord Sugar’s advisers: Margaret Mountford, Mike Soutar, Matthew Riley and notorious, tough-talking Claude Littner. Even the most self assured, cocky candidates have feared this moment mostly because everyone knows these guys are tough and they definitely don’t tolerate any BS! Lord Sugar's four advisors scrutinized the candidates' suitability to be Lord Sugar’s partner, they faced the ultimate grilling as their CVs, personal statements and business plans were criticized, picked through and blown apart. Ricky’s words came back to haunt him..He referred to himself through out the show as Thor and the wrestler of the business world among other things..this did not impress anyone to say the least. He regretted those statements no doubt..they all had a go at him saying his personal statements were ludicrous, childish and filled with miss placed bravado... He wanted to stand out and he did though not in a painless way... In the boardroom, Lord Sugar heard his advisor's feedback and recommendations, and then it was the final four's turn to plead their case. Jade and Nick were fired and then there were two- Ricky vs. Tom. If you were following this season then you know it was expected these two will star in the final. Nick is a smart and ambitious candidate however, I don’t think he’s ready. Lord Sugar also felt his business ideas are more suitable for the American market. Jade well, she’s Jade it was clear she would not be selected since through out the process, she had more luck really then business acumen. It was very close until the very last minute! These are two very qualified, smart and creditable people. Lord Sugar said that it’s the “devil” (risk taker) vs. safety. Claude actually said he was mesmerizes by Ricky! Never has this kind of statement been heard...:)) Tom’s business plan was very impressive and very complex, Matthew thought at first that Tom’s father was the one who actually wrote it..Tom had an idea for the wine industry not surprisingly. His plan though involved raising an amount of 25,000,000 pounds and operating a hedge fund which he has no experience with. Lord Sugar was not comfortable with having other investors on board. In the end Lord Sugar chose the simple and straight forward business idea- Recruitment for the service industries such as scientists and software developers. Ricky then gave us the biggest smile you ever saw! A well deserving winner! Ricky has made the biggest transition and really evolved through out this process. He went from calling himself Thor, descending down from the heavens to saying it’s all about what you do and not what you say! Congratulations Ricky and the best of luck! Can’t wait for the next season...Have a great week everyone!!