Free Samples can Work
I want to applaud (and thank) Jimmy John’s Gourmet Sandwiches for today’s effort to expand their customer base and increase loyalty. A couple of the employees from the local shop came by our offices to offer a free sample of one of three of their “gourmet sandwiches.” Arriving just before noon, their sandwiches were ready to enjoy when hunger was at its height. Delicious. The friendly employees emphasized their delivery service, which is especially appreciated since leaving campus for lunch means losing this morning’s parking space. The mini-menus they left will be good reminders of their tasty sandwiches and the convenience of delivery just experienced.
[Authored by Patcharee Noiboonturm, MBA Candidate] Today, it does not seem unusual for a consumer to spend more than $100 on a pair of sunglasses. Brands such as Maui Jim, Revo, and Prada can easily command $200 or more. However, when I purchased my first pair of Oakley sunglass more than 15 years ago, paying $130 for sunglasses seemed outrageous considering the number of cheaper alternatives. How was Oakley able to convince a limited-budget college student to purchase its product then and how has it been able to keep me as a loyal customer now? As discussed in Chapter 4 of Kotler and Keller's Framework for Marketing Management text, Oakley had to create customer value, satisfaction, and loyalty. Prior to making my first Oakley purchase, I had to consider the total value of the product versus the total cost. The difference is the customer perceived value (CPV) and is a key factor in whether an actual purchase decision is made. 
Earlier this week, Google announced its latest plans for promoting its online "PowerMeter" tool, a move that demonstrates the company is extending its mission from information management to managing personal energy data. 
[Authored by MBA/MAcc Candidate Isaac Lewis] From humble beginnings, Patagonia has established itself as a premium outdoor clothing and gear company that has used its success as a platform for sustainable business practices and conservation. In late 1950s, Yvon Chouinard and a fellow Yosemite big wall climber began forging climbing tools to protect themselves during ascents without permanent damage to the surface and features of climbing routes. At the time, climbers typically drilled and/or hammered metal “pitons” and other devices into the rock to clip ropes to in order to arrest climber falls. Over time, scars and damage to the rock began to make some routes difficult to climb safely and damaged the rock aesthetically with obvious route scars. What began as an attempt to help preserve a small piece of the environment, Patagonia has expanded into a global force transmitting the founder’s philosophy toward conservation.
Marketing professors Philip Kotler and Kevin Keller note that sustainability has “risen to the top of many corporate agendas,” and this is true at Patagonia. The concepts of sustainability and preservation are applied in all aspects of Patagonia’s operation, from raw material procurement to production, marketing, and distribution. Additionally, Patagonia serves as a powerful voice for advocating resource preservation and sustainable practices through its marketing campaigns. The company has built a strong image with its customers by continually emphasizing the connection between the company and its sustainable practices and conservation efforts. Patagonia has a logical fit between its products, designed for the enjoyment of the outdoors, and its efforts to preserve the outdoors for future generations to enjoy. 
[Authored by Matthew Van Arsdale, MBA Candidate] It is hard for folks in the funeral parlor business to ignore the potential boom on the horizon for their industry. An aging baby boomer population could mean significant profit increases in the near future for funeral parlors. To say this thought is a little creepy is an understatement, at least to me. The thought of bringing in huge profits due to a generation of people passing away is pretty morbid in my opinion. The fact though is that there are millions of baby boomers who will require funeral services in the coming years and the money to be made is extensive. Because of this, funeral directors are beginning to get very creative in how they market to this aging segment of the population. From new types of hearses and earns to marketing schemes that include piece mail advertising. 
[Authored by Benjamin Morse, MBA Candidate] Imagine coming to Nashville and staying at a nice hotel, either at Opryland or perhaps the Loews Vanderbilt. In addition to the almost $200 per night for the room plus tax and any room service or extras you may purchase, you have to pay about $20 per night for parking, or $24 per night for valet parking (plus the expected tips!). 
[Authored by Jonathan Hutzel, MBA Candidate] A trend in marketing plans is leaning toward more unconventional angles on marketing new products. Take 
[Authored by MBA Candidate Jay Crosson] When is the last time you saw a little red hummingbird and thought of a bank? If Ron Samuels' Avenue Bank is successful in building its brand, that connection will occur a lot more often. According to the bank’s informational website, 
[Authored by MBA Candidate Patrick Konyn] Can you tell me how to get to 
Ad Creep. No, I'm not talking about one of the Fruit of the Loom guys, Tom Shane, or even one of those characters off of a Capital One credit card commercial. "Ad Creep" is a concept described in Lucas Conley's book titled, 
[Authored by Jeffrey Williams, MACC Graduate] When I was working in the high school in Rennes, France, I lived one block away from a shopping mall, at the end of which stood the gargantuan retailer, 
Until fairly recently, the consumer-brand relationship has been heavily one-sided. If feedback channels did exist, they were utilized more so to air complaints than to routinely interact with products/services and other customers who share similar interests. Thanks largely to technology innovations, this is no longer the case. Successful brands are utilizing interactive media to engage consumers and give a louder voice to 
A bigger question might be what happens next? In many of cases, one player within each pair is starting to outshine the other. In the fourth quarter of 2007, Best Buy, the No. 1 consumer electronics retailer, posted an 18.5 percent jump in sales while Circuit City lost money. Lowes is continuing to gain substantial ground on Home Depot, and Barnes and Noble is the only national book retailer doing well financially. Will the market eventually support only a single competitor in each such space?
In the movie You’ve Got Mail, AOL, Apple, IBM and Starbucks were products that were frequently displayed. Apple computers were exclusively used and displayed in the movie Mission Impossible 2. Chevrolet made excellent use of the Camaro in the recent Transformers movie.
Product placement is accomplished under various arrangements including 1) it merely happens within programming without any intentionality (see example in the picture to left of a Coke displayed from the space shuttle), 2) the placement is arranged and a certain amount of the product is supplied as compensation, or 3) the placement is arranged in return for monetary compensation.
Were you one of the many intrigued by Google’s latest innovations today? “Gmail Custom Time” allows users to send messages one hour, six hours, last night, last week, etc. But use them wisely; you only have ten per year. 
I have been an HGTV fan for the past few years now…House Hunters, Divine Design, Design to Sell, and of course, Carter Can. Having recently purchased my first place, my affection for the channel has only magnified as I continuously watch for design ideas I can incorporate into my home and compare others’ buys to my own. The brand has certainly capitalized on (and undoubtedly propelled) the DIY trend and allowed consumers to vicariously shop for houses, even when the market is down. 
What could be more loved than a hot gooey cinnamon roll? Some would say ice cream. Both are sweet and delicious; one is hot, the other is cold. This is the perfect match for a co-branded operation. Since 2002, Carvel has worked closely with Cinnabon to develop several successful co-branded locations. As a result of the initial success, 
Cinnabon has also engaged in a special case of co-branding called ingredient branding. By creating brand equity for Cinnabon through co-branding with other food products, Cinnabon increases their brand awareness and encourages consumer preference for goods containing their product. For example, Cinnabon has teamed up with Betty Crocker for a Cinnabon Cinnamon Streusel Muffin Mix (These are really good, by the way!). Also, Orville Redenbacher’s popcorn and Cinnabon come together in cinnamon popcorn with a pour-over Cinnabon frosting topping. Sounds good huh? Just be prepared…your hands will be sticky after consuming this product. If this isn’t good enough, you can also find Mrs. Smith’s pies and coffee cakes made with Cinnabon cinnamon and frosting. This is sure to be a yummy combination, since Mrs. Smith’s Cinnabon Apple Crumb Pie was a First Place winner at the 
Wells Fargo is one such institution that has viewed the subprime shake up as an opportunity. There have been talks of the bank acquiring a regional bank and taking advantage of the deep discount which such an acquisition would offer. However, Wells Fargo can only take advantage of such an opportunity due to their band equity and positioning in the market. 
[Authored by Zac Cooke, MBA Candidate] In a little over 40 years Wal-Mart has grown to become one of the largest corporations in the world, with annual revenues topping $350 billion. They have achieved this position as retail market leader by delivering products at a low price to all consumers. They are able to deliver these lower prices to consumers while maintaining a position as the 67th most profitable company in the U.S. in 2006, and they've done this by selling up to 40% of their offering as private label goods. These privately branded items, many of which are made in foreign countries, offer Wal-Mart an opportunity for higher profit margins.
[Authored by Evans Smith, MBA Candidate] Brand loyalty consists of a consumer's commitment to repurchase a particular brand of product. Over the years, Harley-Davidson has evolved from a motorcycle shop to a lifestyle. Touting symbols on the backs of jackets and other accessories of the American Eagle and the American Flag, 
[Authored by Jeffrey Williams, MACC Candidate] On February 8, 2008, The WSJ came out with an article about Burger King’s tactic of getting customers to want the Whopper more than ever—take it off the menu. This was a marketing prank, a hoax on customers, to see how they would react. In the words of article author Suzanne Vranica, “The videotaped hoax was a twist on a market research technique called ‘deprivation research’ in which marketers measure how loyal consumers are to a brand or product by taking it away from them.” (See: 
[Today's post authored by Massey MBA Candidate James Preston] Southwest Airlines marketers have always developed clever advertising campaigns. Who can forget the “Click Ding” advertisements that depict an average office setting with businessmen and women normally going about their business until the “ding” is heard throughout the office. Suddenly these same staid office workers are franticly sprinting to their desks to “click ding” to see the “exclusive” and “deeply discounted” airfares available only through the “clink ding” program. The airline used the campaign to tout its “point-of-difference” that it is the low price provider.
Nick is an unassuming looking fellow whose meteoric rise to Senior Vice President by the age of thirty-two has been met with a mixture of awe and disbelief from his colleagues. In the campaign, jealous co-workers are found whispering about his sudden increase in productivity and the fact that the company has given Nick his own parking place. He is referred to as a “machine” and thought to be “extremely productive”. Another co-worker standing in front of the “employee of the month” photographs (all of whom are Nick) calls Nick “amazing” because he closed four sales presentations in four different cities all in the same day. 
Last week I shared some facts and figures related to whether or not purchasing an advertising slot on the Super Bowl telecast would be considered "a good deal." We considered Audi as our example company for this illustration. Based on the estimated price tag of up to $3 million for a 30-second spot and an estimated audience of 93 million (our reference point from last year's number), we calculated that Audi would be reaching its audience at a cost of slightly more than 3 cents each. That sounded like a pretty attractive price!
It's that time of year again--Super Sunday, where an audience of millions will feast on football, hot wings, and a bevy of well-placed one-liners nicely packaged into 30-second spots. And the price advertisers will pay for the privilege of running a one-half minute message to the Fox TV audience? Up to $3 million. That's up from the reported price tag of up to $2.6 million for last year's Super Bowl and up to $2.5 million in 2006. And those figures obviously don't include any of the creative, talent, or other production costs that go into what can be some very elaborate backdrops for displaying one's message. 
While many of us "over 30 somethings" are still learning about this whole online phenomenon called "social networking," 
