From the MySpace craze to Google power, web technology has completely reinvented communication, entertainment and even business practices. A new marketplace is emerging; according to eBay Inc. founder and Chairman Pierre M. Omidyar, “this generation that grew up on video games is blurring the lines between games and real life.” Where is this marketplace? What can it offer consumers? What are businesses doing to take advantage of this new technology? These answers lie within Second Life.
As stated in the Business Week article My Virtual Life, “participants launch Second Life's software on their personal computers, log in, and then use their mice and keyboards to roam endless landscapes and cityscapes, chat with friends, create virtual homes on plots of imaginary land, and conduct real business”. A player’s virtual representation of self is found in a creation called an avatar. These avatars are free to explore endless areas of the Second Life world for business or entertainment purposes. Thousands of players can play simultaneously. Though this sounds completely absurd to most people upon the first time that they hear about this virtual existence, millions of users are enrolled in Second Life. What is even more bizarre to most is that users actually pay real U.S. currency to play the game. My Virtual Life claims that, “Second Life participants pay ‘Linden dollars,’ the game's currency….players can convert that play money into U.S. dollars, at about 300 to the real dollar, by using their credit card at online currency exchanges.”
Is this simply a game, or possibly just an escape from reality? In my paper, I propose to research the full customer experience that participants receive from taking part in Second Life. I hope to uncover the complexity and dynamic experience of Second Life and how it is used by participants to please their needs. Furthermore, the article additionally discloses that, “a lot of other real-world businesses are paying attention. That's because virtual worlds could transform the way they operate by providing a new template for getting work done, from training and collaboration to product design and marketing.” I would like to expose how companies are utilizing this virtual world to grow their business, cater to customer needs and provide a complete customer experience for their target markets.
"My Virtual Life." Business Week. 1 May 2006. 26 Feb. 2007 http://www.businessweek.com/magazine/content/06_18/b3982001.htm.
Tuesday, February 27, 2007
Monday, February 19, 2007
An Experience for a Cause
The Susan G. Komen 3-Day campaign is an effort to educate, inspire, convict and encourage breast cancer victims, survivors, families or even those not directly involved. This marketing initiative appeals to multiple SEMs, or strategic experiential models, discussed in Schmitt’s article A Framework for Managing Customer Experiences.
First, the 3-Day campaign targets the model of FEEL. Through the utilizing the testimonies of both the fight to live and the loss of a loved one, emotions and deep sentiments are engaged. According to Schmitt, marketers must understand, “what stimuli can trigger certain emotions as well as the wiliness of the consumer to engage in perspective taking and empathy” (66). 3-Day does just this, as video and song montages that can air on TV or radio, evoke strong emotional responses toward the crisis of breast cancer.
Also, the SENSE model is suggested through the sense of sight. Pink color is proudly painted all over the merchandising items, website and even in the clothing of participants in the 3-Day. The symbol of the pink ribbon is a culturally known symbol for breast cancer awareness. This symbol serves as a memorable touch point reminder in our society today.
Additionally, statistics and numbers entice readers and listeners to think of the severity of the breast cancer cause through the THINK model. These appeals place responsibility in the hands of the consumer. Intellectually speaking, the target market’s mind can be inspired to encourage problem solving though action. The sheer data alone, found in the fact sheet online, is moving as one considers something deeper than simple the surface level of this issue.
While being spurred on to consider one’s individual impact on the cause, the element of ACT is introduced. As we discussed in class, these modules can be overlapping. ACT is intertwined with the various other modules through encouragement to take action, make a difference and get involved in the life-changing, rewarding experience of the 3-Day. The marketing notion behind this model indicates that supporters lives will be fuller and truly different though the experience of the 3-Day.
Lastly, much like the Lance Armstrong Livestrong campaign that was exemplified in class discussion, becoming part of one’s survival story is so much greater than living for one’s self alone. This RELATE component desires to involved a greater number of individuals to acknowledge the cause and come into a community of hope. An ideal self in this context is a giver of self, an inspired believer, and part of a journey of optimism for a solution.
The 3-Day reaches to its audience through various touch points including an extensive website, an inspiration DVD that can be mailed to you upon request and the event itself. Additionally, the Susan G. Komen foundation also has other events, such as the Race for the Cure, with very consistent messaging and an overall similar experience. Susan G. Komen has also utilized other mediums such as Yoplait pink yogurt lids to provide opportunities to act on behalf of this cause.
I believe this is a very successful, in-depth non-profit campaign. It is significant that easily I could find all 5 SEMs within this campaign. The Susan G. Komen breast cancer awareness campaign has virally spread into our culture’s awareness with great speed and with great purpose. Other non-profits should use this as a bench mark to increase knowledge of a problem or issue and to engage others to desire to participate in the solution.
I realize that in this process I may be biased to the actual awareness of this campaign. I have participated in the Race for the Cure and have had a close friend participate in the 3-Day. This may have hindered my assessment. I believe strongly in this cause, knowing many women that have been affected by it.
First, the 3-Day campaign targets the model of FEEL. Through the utilizing the testimonies of both the fight to live and the loss of a loved one, emotions and deep sentiments are engaged. According to Schmitt, marketers must understand, “what stimuli can trigger certain emotions as well as the wiliness of the consumer to engage in perspective taking and empathy” (66). 3-Day does just this, as video and song montages that can air on TV or radio, evoke strong emotional responses toward the crisis of breast cancer.
Also, the SENSE model is suggested through the sense of sight. Pink color is proudly painted all over the merchandising items, website and even in the clothing of participants in the 3-Day. The symbol of the pink ribbon is a culturally known symbol for breast cancer awareness. This symbol serves as a memorable touch point reminder in our society today.
Additionally, statistics and numbers entice readers and listeners to think of the severity of the breast cancer cause through the THINK model. These appeals place responsibility in the hands of the consumer. Intellectually speaking, the target market’s mind can be inspired to encourage problem solving though action. The sheer data alone, found in the fact sheet online, is moving as one considers something deeper than simple the surface level of this issue.
While being spurred on to consider one’s individual impact on the cause, the element of ACT is introduced. As we discussed in class, these modules can be overlapping. ACT is intertwined with the various other modules through encouragement to take action, make a difference and get involved in the life-changing, rewarding experience of the 3-Day. The marketing notion behind this model indicates that supporters lives will be fuller and truly different though the experience of the 3-Day.
Lastly, much like the Lance Armstrong Livestrong campaign that was exemplified in class discussion, becoming part of one’s survival story is so much greater than living for one’s self alone. This RELATE component desires to involved a greater number of individuals to acknowledge the cause and come into a community of hope. An ideal self in this context is a giver of self, an inspired believer, and part of a journey of optimism for a solution.
The 3-Day reaches to its audience through various touch points including an extensive website, an inspiration DVD that can be mailed to you upon request and the event itself. Additionally, the Susan G. Komen foundation also has other events, such as the Race for the Cure, with very consistent messaging and an overall similar experience. Susan G. Komen has also utilized other mediums such as Yoplait pink yogurt lids to provide opportunities to act on behalf of this cause.
I believe this is a very successful, in-depth non-profit campaign. It is significant that easily I could find all 5 SEMs within this campaign. The Susan G. Komen breast cancer awareness campaign has virally spread into our culture’s awareness with great speed and with great purpose. Other non-profits should use this as a bench mark to increase knowledge of a problem or issue and to engage others to desire to participate in the solution.
I realize that in this process I may be biased to the actual awareness of this campaign. I have participated in the Race for the Cure and have had a close friend participate in the 3-Day. This may have hindered my assessment. I believe strongly in this cause, knowing many women that have been affected by it.
Sunday, February 4, 2007
Venturing Into the Unknown....
Though women seemed to be constantly deemed with the notion of being “a complete mystery”, in actuality, various male archetypal characters and their needs have yet to be uncovered. Marketers are recently just scratching the surface of the complexity of the male consumer. As marketers, have we misunderstood the male consumer? Have we attempted to siphon the mass mass market into two very finite categories?
One of these distinct archetypes is the retrosexual, “the metro (sexual)’s alter ego,” according the Business Week columnist Nanette Byrnes. Byrnes claims that the retrosexual male is, “all about guys not succumbing to ‘female things’.” Further than succumbing to ‘female things’, I feel that the retrosexual is even intimidated or offended by an association with anything female. This married 30-mid-forties year old male is found in the middle to upper middle class. His wife is not the only object of his affection and attention and fills his time with sporting events and other “male bonding” activities. The retrosexual thrives on competition and frequently plays football or basketball with his buddies or even takes fishing or hunting trips on the weekends. His indulgences include a hearty meal, beer, sporting tickets, a new gadget or an oversized vehicle. He is not health conscious in his eating habits, as he feels that would make him less macho.
The retrosexual male is extremely comfortable simply wearing his favorite sporting team’s jersey and jeans with stains on them from the household projects his wife asked him to complete. He will not hesitate to put up a fight when his wife requests that he dresses up to attend a couples outing or social function. Style is not a priority for the retrosexual; he is unconcerned with his attire or appearance and believes he would be less masculine if he was concerned. The retrosexual’s wife does most of his shopping, but fashion-forward or more daring clothes simply sit in his closet while he wears his traditional, sometimes dull garments. Rarely would he take the initiative to take his wife on romantic dates, as he would detest appearing “soft” or romantic. He seeks to gain approval from his male peers. The retrosexual would be embarrassed to discuss or reveal any feminine-leaning activity such as body waxing, using a high quality hair product or even going to the theatre.
The retrosexual hates to shop and avoids trips to the mall at all costs. He is known for purchasing his Christmas gifts on Christmas Eve or utilizing the convenience of online shopping after his wife makes a clear-cut list for him. He claims to “buy” instead of “shop.” He has a get-in-get out mentality and would rather buy for convenience and forsake price, brand name and quality. He does not respond to fads and prefers simple, practical products as these products align with his reasonable nature.
Male camaraderie is at the top of the retrosexual’s needs list. He has an underlying need for a community filled life. He desires to be related to and therefore desires men who understand him. The retrosexual is very simple minded and can sometimes be mistaken for male chauvinist or condescending around women. There is a subconscious need of the retrosexual to assert his traditional male role of strength, power and control. This need accounts for the majority of his behaviors and attitudes. Claims of his masculinity are heard from the retrosexual’s mouth. He desires for others to know and acknowledge his simple outlook on life. The retrosexual is a “man’s man” and he has a need to associate himself with others like him and declare his masculinity publicly.
Because of the mystery of male shopping, marketers are now revising and expanding the duality of the extreme male segments, according the Business Week Podcast, “Secrets of the Male Shopper.” As my in-class group began to encounter during the segmentation phase of our project, it is very easy to narrow the focus of a segment very quickly. This can block out an entire group of people that may actually fall into the segment by a single attribute. Additionally, I found that when I was describing a segment that isn’t one I am completely in-tune with or not a part of, it is easy to portray that group in a more negative light. This may have exposed some of my pre-conceived biases that may interfere with accuracy in marketing. Without being immersed in the group it is difficult to predict and correctly empathize with the innate needs of an individual. When undergoing this process I considered an individual that I actually knew that most closely fit this segment and also examined an individual that most closely fit a segment that was most in contrast to retrosexuals: metrosexuals. I also felt that many of my assumptions could prove to be oversimplifications. While desires and needs may be simple, the expression of these needs may be very complex. This is not only one of the mysteries of the "once thought to be simple" man, but one of the many mysteries of marketing.
One of these distinct archetypes is the retrosexual, “the metro (sexual)’s alter ego,” according the Business Week columnist Nanette Byrnes. Byrnes claims that the retrosexual male is, “all about guys not succumbing to ‘female things’.” Further than succumbing to ‘female things’, I feel that the retrosexual is even intimidated or offended by an association with anything female. This married 30-mid-forties year old male is found in the middle to upper middle class. His wife is not the only object of his affection and attention and fills his time with sporting events and other “male bonding” activities. The retrosexual thrives on competition and frequently plays football or basketball with his buddies or even takes fishing or hunting trips on the weekends. His indulgences include a hearty meal, beer, sporting tickets, a new gadget or an oversized vehicle. He is not health conscious in his eating habits, as he feels that would make him less macho.
The retrosexual male is extremely comfortable simply wearing his favorite sporting team’s jersey and jeans with stains on them from the household projects his wife asked him to complete. He will not hesitate to put up a fight when his wife requests that he dresses up to attend a couples outing or social function. Style is not a priority for the retrosexual; he is unconcerned with his attire or appearance and believes he would be less masculine if he was concerned. The retrosexual’s wife does most of his shopping, but fashion-forward or more daring clothes simply sit in his closet while he wears his traditional, sometimes dull garments. Rarely would he take the initiative to take his wife on romantic dates, as he would detest appearing “soft” or romantic. He seeks to gain approval from his male peers. The retrosexual would be embarrassed to discuss or reveal any feminine-leaning activity such as body waxing, using a high quality hair product or even going to the theatre.
The retrosexual hates to shop and avoids trips to the mall at all costs. He is known for purchasing his Christmas gifts on Christmas Eve or utilizing the convenience of online shopping after his wife makes a clear-cut list for him. He claims to “buy” instead of “shop.” He has a get-in-get out mentality and would rather buy for convenience and forsake price, brand name and quality. He does not respond to fads and prefers simple, practical products as these products align with his reasonable nature.
Male camaraderie is at the top of the retrosexual’s needs list. He has an underlying need for a community filled life. He desires to be related to and therefore desires men who understand him. The retrosexual is very simple minded and can sometimes be mistaken for male chauvinist or condescending around women. There is a subconscious need of the retrosexual to assert his traditional male role of strength, power and control. This need accounts for the majority of his behaviors and attitudes. Claims of his masculinity are heard from the retrosexual’s mouth. He desires for others to know and acknowledge his simple outlook on life. The retrosexual is a “man’s man” and he has a need to associate himself with others like him and declare his masculinity publicly.
Because of the mystery of male shopping, marketers are now revising and expanding the duality of the extreme male segments, according the Business Week Podcast, “Secrets of the Male Shopper.” As my in-class group began to encounter during the segmentation phase of our project, it is very easy to narrow the focus of a segment very quickly. This can block out an entire group of people that may actually fall into the segment by a single attribute. Additionally, I found that when I was describing a segment that isn’t one I am completely in-tune with or not a part of, it is easy to portray that group in a more negative light. This may have exposed some of my pre-conceived biases that may interfere with accuracy in marketing. Without being immersed in the group it is difficult to predict and correctly empathize with the innate needs of an individual. When undergoing this process I considered an individual that I actually knew that most closely fit this segment and also examined an individual that most closely fit a segment that was most in contrast to retrosexuals: metrosexuals. I also felt that many of my assumptions could prove to be oversimplifications. While desires and needs may be simple, the expression of these needs may be very complex. This is not only one of the mysteries of the "once thought to be simple" man, but one of the many mysteries of marketing.
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