Tag Archives: marketing

Using suburban homes for film shoots

Posted on by

The Daily Herald describes what happens when suburban homes are chosen for film shoots:

Directors of Hollywood movies, TV shows, commercials and national print ads regularly use suburban homes as locations for filming and photo shoots. Just a few weeks ago, scenes from the movie “Precious Mettle,” starring Paul Sorvino and Fiona Dourif, were shot at homes in Naperville and Aurora…They will add the photos to their online database and show them to prospective directors. Because they have thousands of homes in their database, the odds of being chosen are slim. But you never know what a director is looking for, and there’s growing demand for suburban-styled homes, said longtime location scout Oryna Schiffman, based in Elmhurst.

“Since the recession started, I’ve been getting less and less requests for your typical North Shore mansions. They say, ‘I want real people who live in real houses,'” said Schiffman, who accepts photos at oryna@me.com. “You never know what they’re going to ask for next.”…

However, there is a downside to offering up your home. Filming and photo shoots can disrupt your routine, your sleep, and possibly your neighborhood. Movie crews, especially, tend to completely take over an area with trailers and equipment. Homeowners usually get short notice about the shoots and need to hastily sign off on the legal paperwork.

While most film crews are respectful of people’s property (and often contractually obligated to return it to its original condition), paint sometimes gets chipped and things get broken or banged up. That’s why it’s important to get things in writing before the filming begins.

Of course, the article starts with a story of a family who was paid $12,000 for giving up their home for six days for a print advertisement shoot. There may be quite a few suburbanites who would relish such an opportunity.

The quote that directors are looking for “real homes” is interesting. The suggestion here is that with tighter economic times, people want to see more normal homes while during more economic prosperous times people like seeing bigger homes. When they arrive at a home, how much do they take the home as is or they change it up to suit their filming needs? Plus, how often is the tone of the commercial, TV show, film, or advertisement that the suburban home needs improving or there is something to critique? On one hand, there are a lot of critics of suburban tract homes but they are apparently useful for marketing and some artistic purposes.

Marketing “McMansions For Sale in Arizona”

Posted on by

With the general negativity surrounding the term McMansion, it is rare to see those in real estate marketing McMansions. However, here is such a website: MyOwnArizona has “McMansions For Sale in Arizona.”

An Arizona home builder has a model available in a three-bedroom, or a larger four-bedroom version. “The four bedroom outsells the three bedroom all day long,” said Arizona McMansion home builder. “I don’t know if we’ve ever sold a three-bedroom one.”

“But it’s hard not to see the increase in home size as a sign that the economy is recovering,” said AZ builder. “People weren’t buying SUVs during the recession either and they are again.”

Please feel free to contact us and we can provide you with additional Arizona McMansion information to guide you through the buying/selling process in AZ. We look forward to hearing from you and working with you soon!

I’ve quoted the closing pitch. But, how the site gets to the conclusion is interesting as well. The argument is that Americans want bigger homes and homes are getting larger again after a downturn during the recent economic crisis. The whole thing reads as if it is trying to convince potential buyers that purchasing a McMansion is okay. In other words, McMansions may get a bad rap in the media (just like SUVs) but they are exactly what you and other Americans want!

I don’t know if this is the right way to sell McMansions. But, there is clearly quite a hurdle to overcome here.

 

Combining sociology and journalism

Posted on by

The efforts of a hyper-local journalism website in Alhambra, California illustrate an intriguing combination: journalism plus sociology.

This fixation on community interaction is part of the site’s DNA. As city newspapers inexorably decline, a smattering of new “hyperlocal” news outlets have sprung up, from Aol’s Patch network to bootstrap start-ups. But the Source has an unusual ingredient: more than a decade of research by University of Southern California communications expert Sandra Ball-Rokeach and her team…

Ball-Rokeach studies what she calls “communication ecologies”—the web of ways in which different communities get and spread information, from Facebook to the grocery-store bulletin board, from the local tabloid to chatting with neighbors. She’s found that these networks can differ dramatically from community to community, ethnic group to ethnic group…

Understanding those differences is crucial for anyone, be they advertisers or political parties, trying to reach specific communities. Ball-Rokeach believes it’s also important for civic engagement. Strong cities with plugged-in citizens tend to have dense “neighborhood storytelling networks”—crisscrossing lines of media outlets, community groups, and other institutions that hold a running conversation about what it means to live there…

Instead of simply sketching out the usual beats—city council, business, sports—they sent out a team of USC researchers who interviewed and held focus groups with residents in all three local languages. Their exploration showed that residents wanted to know more about education, local businesses, dining and entertainment deals, crime, and traffic and parking. “Many of them just said, ‘We don’t know what’s happening in Alhambra,’” says Ball-Rokeach…

Still, even if the Alhambra Source goes the same way, there’s an intriguing idea in this relationship between newspaper and university. What could embattled major dailies from The Boston Globe to the Los Angeles Times learn about their readers by teaming with sociology grad students? Tailoring a news outlet to reflect its community might not always produce the most in-depth journalism—but it might at least help the news business survive.

It sounds like what sociology and social science bring to the table in this combination is the ability to collect and analyze data. However, it still sounds like this social science research is more about marketing or targeting an audience than anything else. In an era of difficulty for newspapers and other news sources, this is not to be underestimated. But, this still puts the social science in more of a marketing role: what do we need to address in order to attract readers? At the same time, I could envision a stronger combination of these two disciplines where the journalism is much more informed and shaped by research and data rather than anecdotes and single cases and the sociologists then have another outlet to share their findings and explanations about the social world.

The new Ace Hardware home is badly proportioned

Posted on by

Ace Hardware has a new set of television commercials where they argue going to their neighborhood stores is like visiting your neighbor. However, there is one big problem (beyond the fact that many people don’t know their neighbors): the house is badly proportioned. Take a look:

AceHardwareHouse

The bottom portion of the house doesn’t look too bad: a porch, front door, and a two car garage. But, then look above. My best guess is that the Ace sign displaced the actual window which then got squeezed in between the roof line and the garage. Overall, it doesn’t look good. The neighbors would not be happy if the house next door looked like this.

Despite the odd looking house, I like the sales pitch. I was at Home Depot to get five items related to gardening this weekend. Due to the size of the store and my infrequent visits (perhaps once a month or so), I had to ask where three of the five items were because they were very difficult to locate otherwise.

Considering how to better connect Chicago’s “Cultural Mile”

Posted on by

Chicago Tribune arts critic Chris Jones suggests Chicago’s “cultural mile” is not connected well:

Like many such districts, congressional and otherwise, the Chicago Cultural Mile is an inherently artificial entity — Chicago self-evidently has many a cultural mile — designed to promote specific business and nonprofit interests and, of course, designed not to impinge on the jurisdiction of others. The reason for the weird turns is to link such big lakefront museums as the Field Museum of Natural History in the “mile” along with such Michigan Avenue anchors as the Art Institute, the Spertus center and Millennium Park. John W. McCarter Jr., the former president of the Field, joined the board of the nonprofit Chicago Cultural Mile Association last week along with Frank P. Novel of Metropolitan Capital Bank & Trust. The association, a hitherto snoozey but apparently growing nonprofit, also announced the hiring of its first full-time executive director, Sharene Shariatzadeh.

Let’s stipulate that the weird trajectory of the Chicago Cultural Mile is indicative of a problem in cultural Chicago, which McCarter knows as well as anyone: the continued lack of a graceful, logical curve (be it path, rail or road) to get visitors from Michigan Avenue to the steps of the Field Museum and the Adler Planetarium in a way that does not confound the visitors. Some variation of a graceful curve — as distinct from a counter-intuitive, traffic-dodging series of right-angled turns on streets with a surfeit of concrete — is needed. There are many reasons for the current financial duress at the Field, but one under-acknowledged factor is the renovation of Soldier Field, which made the museum seem more of its own island, far more distant, far harder to reach, if only in people’s heads.

But that’s not a reason for the Cultural Mile to leave Michigan Avenue.

Motor Row, its natural destination, sits right next to the McCormick Place convention center, a crucial economic generator that was built without an obvious emotional link to its city — a disdain for urban context that extracts a heavy price. Fixing up Motor Row is the best way to change that. As the Tribune reported last fall, things are already happening: The Seattle-based food-circus hybrid known as Teatro ZinZanni is eyeing the ‘hood for its long-anticipated Chicago branch. The band Cheap Trick is planning a venue and museum. There is talk of hotels and restaurants. A nearby stop on the Green Line is coming.

Jones is suggesting there are three major issues at stake here:

1. The first issue is that there is not a coherent physical connection between these spaces. They exist in proximity to each other but there is not public space that would encourage visitors to travel between them. This is an urban planning issue.

2. The second issue is marketing and selling this stretch as a coherent grouping. Even without a good layout, how many visitors to Chicago know this grouping exists? While the northern end of Michigan Avenue, north of the Chicago River, is well known and visited, this area could use more promotion.

3. A third concern is that this cultural mile could be still expanded to include interesting existing places. As Jones notes, McCormick Place doesn’t really interact with the nearby area even as it attracts thousands of visitors so a nearby site that would attract visitors could be very lucrative and useful.

As someone who has visited this stretch numerous times, I would add another caveat. To get from Michigan Avenue to the museum campus (Field Museum, Shedd Aquarium, and Adler Planetarium), the most direct route is to cut southeast from the corner of Michigan Avenue and Randolph Street through Millennium Park and Grant Park and over to Lake Michigan. This route takes advantage of one of Chicago’s great features: its parks along the lake. However, cutting through the park, getting away from the traffic, and enjoying the nature and different energy of the parks means that I miss out on what is going on along Michigan Avenue. If the city wants more people to follow Michigan Avenue south, does this necessarily mean diverting people away from the parks?

Mixing genres with Sears’ “Connecting Flight” commercial

Posted on by

The Sears TV commercial running right now titled “Connecting Flights” turns a holiday romantic comedy trailer into an appliance advertisement. Watch here.

My Culture, Media, and Society class recently discussed genres and how they help structure narratives. If you have seen a holiday romantic comedy movie trailer or commercial, you have seen the opening part of this particular advertisement. Two people are trapped at an airport after their flights have been canceled. They meet and start enjoying each other’s company in the airport. Yet, when they finally find flights out, they realize they want to stay together and start running toward each other.

This is where the genre falls apart. Instead of running the arms of the other, each crashes into a stainless steel refrigerator. And it turns into a clear advertisement for Sears. On one hand, it is a smart use of an existing type of cultural work. On the other hand, the ending is so different than the beginning that I wonder how many people like Sears at the end. It is a bait and switch: what happened to the cheesy, feel-good romantic comedy?

In the end, Sears uses an existing narrative form to try to provide a new perspective on appliances, one of the few things Sears now has going for it. But, the contrast in genres, switching so abruptly from holiday romantic comedy to selling home appliances, is jarring.

Discussing why a professional sports team would adopt the name the Pelicans

Posted on by

It appears the New Orleans Hornets will adopt a new name: the Pelicans. Here is some discussion on TrueHoop about the meaning of the name and other names that were in the running:

And yet, if you put a gun to my head and said: Come up with a funny name for a minor league baseball team I’d say “Pelicans” and I’d worry that it wasn’t realistic. Like, what owner would name his team for an unathletic bird noted for how much marine life it can carry in its big mouth?

In terms of specifically dissecting the Pelican and noting its awkwardness, I think that is fair, but I think the qualities of the bird do not necessarily translate into the perception of the team. Magic is not the “sportiest” of names. It’s either weak in some sense or cheating (is there a rule against sorcery?), right?

Not to pick on the Magic, of course. The Celtics aren’t meant to be pagans. The Knickerbockers don’t have people’s unsundry parts in them. Those names are “made” by their legacies. It is the duty of every franchise to build that legacy to overcome all of these, at first, imperfect names. And upon the fanbase. They have to “own it,” to use the parlance of our time.

People in New Orleans dislike change, but they love New Orleans. There’s nothing like some hate from north of I-10 to get some New Orleanians to love what those “Yankees” hate.

It’ll work.

And a quick look at three other possible names:

The colors were purple, red and black primarily, they had the voodoo dolls, the graveyard, bones and mojo for mascots, and more. It was fantastic, local, recognizable, edgy. Voodoo is currently owned by the new AFL, as Benson folded his team prior the older AFL folding. The Shreveport-Bossier City Battlewings (north Louisiana for those playing the home game) moved here, donning Voodoo garb. This was at least one obstruction to this…

Krewe was another good choice. “Krewe of X” is used to describe the people in parades in many cases (I was Krewe of Endymion after the Super Bowl, for instance). This has clear cultural relevance and built-in mascots, branding, etc. It would be a beacon for those three people who’ve never heard of Mardi Gras. Krewe of New Orleans … the party has arrived.

Brass was another good name. It’s evocative of Jazz, and was the name of an ECHL team (minor league hockey) here in New Orleans (yes, really) that folded shortly after the Hornets relocation. You can write the branding for it quite easily.

I suspect this analysis is right: local fans could get used to all sorts of names over time. I would assume that winning more would make a sports team name more permanent. While there may have been other reasons for these switches, think of the Charlotte Bobcats and the Washington Wizards. Perhaps some cities are even better suited than others to adopt stranger or more local names. And yes, a number of professional pro sports team names don’t make a lot of sense given their current context and era. For people who like local color, it is almost too bad sports teams aren’t required to have names that match their current community. Finding the best local names could be a fascinating exercise…

But I wonder if this is part of a larger shift in the names of sports teams away from fierce animals or creatures. Just as first names in the United States can change (here is a sociologist talking about the decline of the name Mary but the resurgence of the name Emma), the names of sports teams can change. Think of the new team names in the four major sports in the last two decades and it is an odd collection of old-style and new names. This may have to do with branding: new kinds of names offer new opportunities. Take the Oklahoma City Thunder. Their name is not shared by another team in the four major sports and is not found too frequently elsewhere. It could lead to all sorts of new marketing opportunities though it might be difficult to come up with appropriate mascots and train copy editors to use the name correctly.

Of course, one innovation of the future could be that more American sports team adopt corporate names. This could be a lucrative revenue stream.

Shared cultural interests leads to hiring at elite firms

Posted on by

A new sociological study argues having the right cultural interests or pursuing certain cultural activities can lead to getting a job at elite firms:

Big-time investment banks, law firms and management consulting companies choose new workers much as they would choose friends or dates, zeroing in on shared leisure activities, life experiences and personality styles, a new study finds…

As a result, evaluators described their own and others’ firms as having distinct personalities related to employees’ extracurricular interests and social styles. Companies ranged from “sporty” and “scrappy” to “egghead” and “country club.” One outfit even specialized in hiring people with drab personalities.

Top-ranked firms uniformly favored applicants who cited upper–middle class leisure pursuits such as rock climbing, playing the cello or enjoying film noir.

Picking employees from the same cultural basket may have pluses and minuses, Rivera adds. Hiring people with common traits and interests may create a cohesive work force. But shunning prospective employees with different life histories could also make firms susceptible to reaching decisions quickly without evaluating alternative ideas.

This challenges the American ideal of meritocracy where hard work should lead to a job. While the study suggests these cultural interests don’t matter as much when organizations are hiring for more technical jobs, it does matter for white-collar and upper-class jobs. This could also challenge the role of college courses: how many college classes are about developing a “scrappy” or “country club” approach to life? In contrast, the experience outside the classroom at some colleges (plus the applicants’ earlier life history) might contribute quite a bit to learning about and then developing these cultural skills.

It would also be interesting to look more at the personalities involved in hiring and branding that companies develop. Marketing today often involves selling a brand and image more so than focusing on the particulars of a product. Is this branding simply about marketing or does it bleed through the culture of the entire organization?

Zara devotes its full marketing budget to leasing expensive retail space near high-status brands

Posted on by

Here is a way retailers can take advantage of space: locate near high-status stores.

How about advertising? Basically, Zara doesn’t do it. There is no ad budget. Instead, the company spends ungodly amounts of money buying storefronts next to luxury brands to own the label of affordable luxury:

“The high street is really divided according to brand value,” says [Masoud Golsorkhi, the editor of Tank, a London magazine about culture and fashion], who is also a consultant for fashion brands. “Prada wants to be next to Gucci, Gucci wants to be next to Prada. The retail strategy for luxury brands is to try to keep as far away from the likes of Zara. Zara’s strategy is to get as close to them as possible.”…

Zara stores cozy up to the most famous brands in the world to sing their luxury ambitions even as they profit off a brilliant, cheap, short supply chain that delivers similar fashion at a much lower price.

In this case, proximity matters. By being located near prestigious brands, Zara is pulled up more to their level. Additionally, shoppers willing to wander into the really high-status stores might then also wander into Zara. This seems to be the strategy of the shopping mall as well: utilize several important anchor stores (or anchor facilities/restaurants in “lifestyle centers“) to help bring in more customers who will then also visit other stores along the way.

I wonder: are there any streets or malls where retailers have found ways to expressly disallow stores like Zara? Imagine a high-end outlet mall where there are only high-end retailers and no middle-brow stores or aspiring stores are allowed. Leasing prices is one way to do this but this article makes it sound like firms like Zara can do an end run by paying those big sums and then not spend money on traditional marketing.

How much does a 21st century city, like San Diego, need a catchy slogan?

Posted on by

A sociologist argues San Diego needs a new slogan for the 21st century:

“San Diego: First City of the 21st Century.”…

Industrial sociologist Walshok, whose book on San Diego as a center of innovation in science, technology and other sectors is due out next year from Stanford University, said this area has a public relations problem — no catchy “narrative” that sells.

“L.A. has the movies, San Francisco has the Gold Rush,” she said. “But I think our capacity to innovate and reinvent is our DNA. That’s what the community has been able to do in the 21st century. It isn’t a process that just happens in the lab. It’s in the ecology of the people, the neighborhoods, the diverse talent … ”

Walshok’s moniker recalls former Mayor Susan Golding’s formulation of a slogan coined in the 1990s, “San Diego: The First Great City of the 21st Century.”

While I get the idea behind the slogan, I’m not sure it really captures the idea of innovation and reinvention.

Looking beyond San Diego, is a slogan necessary for a 21st century city? Does it really encourage business growth from outsiders who see and like the slogan or is it more about people in a community developing a unifying theme that helps bring them together? I suspect it is more of the second. Slogans could help a city establish its own character and this is not unimportant. It might indicate that the local business community has banded together for booster purposes. It could reflect history and aspirations while also highlighting a strength that sets the city apart from other cities. Of course, slogans can be used for marketing purposes but it takes some time and sustained pressure for the concepts to sink in.

Here is a quick summary of a 2005 survey about city nicknames:

In 2005 the consultancy Tagline Guru conducted a small survey of professionals in the fields of branding, marketing, and advertising aimed at identifying the “best” U.S. city slogans and nicknames. Participants were asked to evaluate about 800 nicknames and 400 slogans, considering several criteria in their assessments. The assigned criteria were: whether the nickname or slogan expresses the “brand character, affinity, style, and personality” of the city, whether it “tells a story in a clever, fun, and memorable way,” uniqueness and originality, and whether it “inspires you to visit there, live there, or learn more.”

The top-ranked nickname in the survey was New York City’s “The Big Apple,” followed by “Sin City” (Las Vegas), “The Big Easy” (New Orleans), “Motor City” (Detroit), and “The Windy City” (Chicago). In addition to the number-two nickname, Las Vegas had the top-rated slogan: “What Happens Here, Stays Here.” The second- through fifth-place slogans were “So Very Virginia” (Charlottesville, Virginia), “Always Turned On” (Atlantic City, New Jersey), “Cleveland Rocks!” (Cleveland, Ohio), and “The Sweetest Place on Earth” (Hershey, Pennsylvania).

Outside of Las Vegas, aren’t the more informal nicknames on this list a lot more prominent than the official slogans?