Tag: Uncle Sam

Ads during downturn

You might think that business are spending less on advertising during the down turn. Think again. Financial, insurance and banking, all pumped more ad dollars into the system.

Meanwhile, more VC‘s are of “angel” nature (this explains why Facebook can afford taking its time before next year’s IPO), the 21st century version of Independent Film producers Model.

Just as we need to see growth, we all read about Google and ATT facing anti-trust hearings.

Maybe they should pump more dollars into PR’s and ads e.g. “we are the good guys!” But Yelp is yelling for help.

Talking about ads. Last week, we saw something so “black Friday’ish” at Target.

Its site crashed. Its stores ransacked.

Wow!

What recession?

It is to show that Costco and Target are reading the signs of the time right.

The former gives people peace of mind, in bulk.

The later, affordable clothing, in style (its demographic target: stay-at-home moms but want to get in with the action – fashion wise).

Ad has always been at the forefront (even during the time of war “Uncle Sam wants you”).

It nudges and leads the public opinion. It helps Netflix CEO draft  a written apology (e-mail blast).

It reinvents, renames companies and divisions (Netflix and Qwikster, streaming and snail-mailing) and erases (un-branding) names (remember Cingular?).

It could even handle personal “exit strategy” i.e. NYT obituary (of Mondale’s and Ted Kennedy‘s daughters).

We need copy writers. We need ad men and women.

They persuade, inform and entertain us, even during the down turn.

It’s so counter-intuitive for companies to spend more when they know consumers are spending less. When we come out of this Recession, advertising will be reaping a huge reward both on and offline. Advertising has proven to be resilient across multi-platforms : successful companies rely on ads by choice, suffering companies  rely on ads by default (can’t afford opportunities cost). Ads during the downturn.

Nano and Numi

Tata wanted to launch its Nano line starting at$5000 (when imported to the US, it will need to add air bags etc… hence bumping up the MSRP), taking over where the Excel used to be.

Kohler on the other hand is making plans to roll out Numi, smart toilet, at $6300.

Low and high-end seating. I am sure some guys in the “technology and commercialization” department did a thorough SWOT at pre-launch (perhaps the study was conducted in Japan, pre-earthquake era).

Nano moves you around while Numi prefers you to stay put (with MP3, temperature adjusted seat and feet warmer).

In transportation term, it’s the Beamer of toilets.

What recession?

It’s delayed tax day. But Uncle Sam wants to date stamp your return.

If I had an unexpected windfall, I might consider Numi. As to Nano, well, ask those Yugo early adopters. See if they have lived down the social stigma and buyer’s remorse. Back in college, I caught some rides in a Pinto or Datsun, student wheels of choice. No wonder they always put students through “Standford experiments” (someone poses as an authority figure in white lab coat, barking out  scripted orders on his clip board), as if college students were reliable early adopters (Haier dorm-room fridges found sweet spot there doubling up as laptop desk). Want some social upstanding? then pick a Numi over a Nano, unless you are George Clooney, who can drive anything (EV) to the Oscar.