Marketing perspective factory ( Self-concept)

Tattoos with self-esteem

Yan Zhang February 2016

The marketing of the tattoo become more and more extensional. In current years, a large number people in favour of the tattoo culture. And the tattoo is deemed to be the artworks on body instead of destruct gradually. In the western countries, there are tattoo events such as the international London tattoo convention or Manchester international tattoo show. Therefore, the attitude of the tattoo are positive enough. But why are so many people enjoying this special culture? Does only follow the fashion trend? Not exactly right, Marie Randle said that tattoos are not just fashion label but driven by a wide range of motivational factors that are essentially associated with self-esteem. The description of the self-esteem from Solomon (2015) is the positivity of a person’s self-concept. In brief, people expect to build an ideal selves with tattoos. For examples, breast cancer survivors with terrible scar are able to cover the scar with beautiful tattoo patterns. The tattoos help them find the self-esteem as a women. One such tattoo artist, David Allen, say about the process; “What was clinical became beautiful again… we turned sterile into sensual. We took back control.” (Dovas, 2015) It just likes making up, no one will refuse to become beautiful.

The self-esteem is one of the significant factors persuade self to have tattoos and on the contrary, a study by Dr. Jerome Koch who is a professor of sociology, said that women with more tattoos have higher self-esteem. (Scutti, 2015)

Manchester international tattoo show

International London tattoo convention 

Tattoo cover the scar

Reference:

Dovas (2015) Tattoo Artists Cover Breast Cancer Survivors’ Scars With Beautiful Tattoos. Retrieved from http://www.boredpanda.com/breast-cancer-survivors-mastectomy-tattoos/.

Solomon, M. R. (2015). Consumer behavior: Buying, having, and being (Eleventh;Global; ed.). Boston: Pearson.

Scutti, S. (2015). College Women With 4 Or More Tattoos Have Higher Self-Esteem, But Also Report Higher Rate Of Suicide Attempts.  Retrieved from http://www.medicaldaily.com/college-women-4-or-more-tattoos-have-higher-self-esteem-also-report-higher-rate-362630

Link:

(Tattoo and self-esteem)

http://now.howstuffworks.com/2015/12/02/tattoos-telling-story-self-esteem

(More details of study by Koch)

http://www.medicaldaily.com/college-women-4-or-more-tattoos-have-higher-self-esteem-also-report-higher-rate-362630

 

Marketing perspective factory ( Culture)

Culture and marketing

Yan Zhang January 2016

The culture like an intangible hand influence the marketing. It is obvious that holidays offer a chance to stimulate the marketing and consumption. Most holidays have deep historical and cultural myth such as Valentine's Day or Christmas Day. These holidays persist because the meaningful elements attract to people. (Bettelheim, 1976)

when the Valentine's Day coming, a variety of the methods appeared in order to catch the opportunity to make maximum profits by companies. According to the gift-giving rituals in Valentine's Day, new product launch becoming a strategy to win the favor of customers. The popular coffee brand Starbucks has three new frappuccinos on their secret menu on this special festival. Tony Aguilar, a barista who works at a Starbucks said that new products can give people an amatory feeling. At the same time, new products get a favourable reception from the customers. (Reddit, 2016) Starbucks used smart way to combine the culture with new products to increase a special experience for customers. The angle from the customers, the special products launched on Valentine’s Day could be the meaningful gifts for each other.

And John Lewis used the similar way to help customers to celebrate the Christmas Day. The successful advert had been made in 2014 Christmas by John Lewis about toy penguins. (Guardian, 2014) It was surprised that penguins was sold out with high price. It suspect that penguins launch in any other days, they are common toys without huge sales volume.

Whatever the new beverages from Starbucks or special toys from John Lewis, they both involve the culture in marketing. These methods will get more potential customers. While the culture as a society’s personality give an orientation for marketing.

Penguins (John Lewis)

Starbucks new products

Links:

http://greatideas.people.com/2016/01/12/starbucks-valentines-day-frappucinos-secret-menu/

http://www.theguardian.com/media/2014/nov/06/channel-4-john-lewis

Marketing perspective factory (Body image)

                         Body image

Yan Zhang December 2015


Several advertisements can make sense because of deep gap between the real and the ideal physical. Even the makeup advertisers post two pictures to shock potential customers’ vision. The awareness of the ideal physical to urge persons to purchase products. And what is the standard of the ideal physical? It will be get different answers from all over the world because of the unique culture. In China, possess the white skin is the mainstream aesthetic. So the function of the products to make skin become white. On the contrary, lots of American girls consider the brown or black skin is more beautiful. At the same time, the standard of the ideal physical changing in different time. From BBC, a number of the men in nowadays think having a ‘Dad Bod’ is more attractive than ‘Gym Bod’.

The ideal physical in mind to become the demand of the variety products. The direction of the ideal physical drive by plenty of the factors. Therefore, a huge survival space for same sectors offering products to meet diverse demands. And products have to update quickly to catch the trend.

Gym Bod & Dad Bod

Marketing perspective factory (Social media)

Social media may palsy your sense

Yan Zhang November 2015

It was referred “brand” in the former blog article. Brand become a motivation to influence the decision making by customers. However, how to make people know a plenty of brands. Social media makes a contribution to sensory marketing. Sometimes, people purchase products without rational reason because of following the social media.

In fact, it is so common for people to express everything they prefer on Facebook or Twitter. At the same time, social media have a huge power to get attention as well as make a function to control the consumption. For   example, because of poor sales that Adidas even pulled Stan Smiths off the shelves in 2012. It was reintroduced to much fanfare in 2014, with a social-media campaign targeting celebrities. (Dennis, 2015) But over time, the green shoes is known as almost people. A number of people to buy the Stan Smith under the power of the social media. Some crazy persons buy around two-dozen pairs shoes for their friends. Even several location stores out of stock for long time. It ignores the demands and prices only get one to follow the social media trend.

A large percentage people immerse themselves in social media lead to losing rational consumption. Pay attention to popular stuff is not equal to blind consumption.

References

Dennis, G (2015) A tennis shoe from 1963 has suddenly taken the fashion world by surprise  [Internet] Available from:<http://uk.businessinsider.com/why-everyone-is-wearing-stan-smiths > [Accessed 20 October 2015]

Marketing perspective factory (Sensory marketing)

Do you know the secrets about the sensory marketing?

Yan Zhang October 2015

The sensory overload occurred in recent years, it is no attraction to customers by using simple and single advertising ways. According to the advanced technology that sensory marketing become more diversified. It motivates the desire of consumption as well as the economic development. The developing of the film shows the typical case in sensory marketing.

Originally, the film using continuous rotation of pictures and create an illusion of activity. At the same time the early period film showed acrobatics only thus customers lost interest in short term. Gradually, the rough film fail of meeting the demand. From 1913 to 1926, the film make a progress in auditory sense field. People can enjoy the film not only from the vision sense but also the auditory sense. After years, the film innovated the content and form combing the real life to arouse the resonance. The film is based on demand to change and developing with advanced technology. Nowadays, 7D movies also appear in public view. Visual sense, auditory sense and touch integrate in film to customers. They are willing to spend money to experience attractive movies. At present the film become a kind of culture in each country. It is surprise to find the film can influence the economic development. Because it becomes an industry in marketing.

In conclusion, sensory marketing keep fresh cannot without advanced technology. Customers always feel bored towards invariable. Curiosity is a strong motivation to enter the new fields. Sensory marketing have to become a shiner to catch customers’ eyes.

color and sound in film

7D movie

Marketing perspective factory (Experiential marketing)

           Experiential marketing is perfect?

Yan Zhang October 2015


Experiential marketing permeate in our daily life. Some marketers are aware of customers are emotional in purchasing decision. Thus a variety of industries, companies have changed the model from traditional "features-and-benefits" marketing toward creating experiences for their customers. At the same time, it will build special circumstance in the broader business. (Schmitt, 1999)

And the companies aim at the emotional factor of consumers that reinforce brand awareness to stimulate the consumption. It will bring problems. It refers to the Cycle of Innovation which wrote by Tom Peters (1997), "Brand! Brand!! Brand!!! That's the message...for the late '90s and beyond". In China almost students in high school choose Iphone as first choice. They may not have some rational reasons but because of brand. A successful brand represent the best service and high quality consist of the hidden social status. People usually observe the brand of the goods used by people to judge the economic capability or social status. In other words, products lose their original function only remaining the brand value. 

The supremacy of the brand in the future will partly make customers lose rational consumption view. A terrible news said Chinese teen sells kidney to buy iphone and ipad. (Gillian, 2012) So experiential marketing developing with some conflicts. Customers have to consider the features and benefits of the products before purchasing.

References

Gillian, W. (2012) Chinese teen sells kidney to buy iPhone, iPad [Internet] Available from: <http://news.yahoo.com/chinese-teen-sells-kidney-buy-iphone-ipad> [Accessed 6 October 2015]

Peters, T. (1997), The Cycle of Innovation: You Can’t Shrink Your Way to

Greatness. New York; Knopf.

Schmitt, B. (1999), Experiential Marketing. Journal of Marketing Management. Taylor & Francis Group