I recently realized how quickly the world is changing. The Catholic ideals that I was raised on seem to have been thrown out the window. In a world where sex is marketed to anyone and everyone and condoms are distributed in high school more children are born out of wedlock and to single parents than at any other time. A consequence of this is portrayed out on shows such as Jerry Springer, in which males appear in front of a national TV audience to discover if they will soon be called "Dad".
Although I thought this was in bad taste, I now realize that this is only the tip of the iceberg. In fact this phenomenon has now become a lucrative business for an entrepreneurial MBA student from Rice University.
Her company is called Indentigenes and primarily focuses on DNA testing for veryfying paternity discrepancies. What brought my attention to this was a huge black billboard off of interstate 90 in Chicago. The caption of the billboard in letters bigger than life: "Who's the father? 1-800-DNA-Type".
This question doesn't register in my mind as one that needs to be asked. Although I could forsee an occasional circumstance that could call warrant asking this question, I never realized the prevelance of this issue in our society. In fact, after three years of doing business, this company generated 6000 paternity cases (at $475 each).
This commentary is not meant to critisize Ms. Caskey, as she is not responsible for this decline in morality, but was astute enough to realize the potential buried within this growing trend. In fact she may be providing a valuable service to those who are wrongly taking responsibility for the actions of another. Her company has developed a less intrusive process of obtaining DNA based on saliva which has a 1 week turnaround time rather than 3 weeks. She has also taken her services to the global market, with a presense in Japan and plans on expanding into Brazil, Korea, the United Kingdom and Mexico.
My reaction to this billboard is based on my disgust with a portion of society that promotes this type of permisucous behavior resulting in the ambiguity of parenthood. I think it also is a commentary on our unwillingness to take responsibility for our actions. Our culture seems to shun responsibility, instead seeking to find blame for problems that we create. Perhaps it would make sense to educate young women more fully regarding the consequences of sexual activity (pregnancy being one such consequence). Promoting "safe sex" allows for these types of outcomes and perpetuates these behaviors.
Some might argue that this is some sort of evolution in our culture, and that Identigenes is a response to these changes in consumer demands. I would contend that although this comany is providing a inherenetly valuable service, the factors that created this demand do nothing to help advance our society, but contribute instead to its moral decay. Simultaneaously to this, America allows for entrepeneurs to capitalize on this opportunity and create a lucrative business.
Thursday, January 25, 2007
Tuesday, January 23, 2007
What's in a name?
What does Jitterbug mean to you? To me it denotes a nostalgic dance step. I picture young women in long skirts and men with slicked back hair. A new company http://jitterbug.com/, is hoping for this response with a new cell phone service. As you might expect by the name, this phone is targeted toward senior citizens.
What makes this service appeal to seniors? Primarily it is the phone's simplicity: The keypad is very clear with large numbers and two buttons: Yes/No. The system prompts the user with questions that require a yes no response. There are no symbols, no menus, and no keyboard. Programming the phone with such items as speed dial numbers is handled by the company. To add someone to your call list, a toll free number is provided and the company will add these entries. The phones are preloaded with the number of minutes purchased, and the remaining minutes are displayed after each call. No worrying about overages, or additional charges.
It would appear that there is finally a cell phone company that understands its customers. Unlike other providors that compare themselves on the basis of having the fewest dropped calls, this company may be on to something. (Imagine a doctor promoting himself as having the fewest number of lost patients.) Cell phone companies admit that their service is bad, but it is not as bad as their competitors. Jitterbug seems to understand this and is trying to establish a niche for its service. For senior citizens, there is no need to go back to school or spend hours reading a cryptic users manual.
I have experienced this phenomenon first hand as my father -in-law recently purchased one of these phones and is very pleased with the process and the service. With his technical skills somewhat less that that of a younger generation, he has been able to use this phone with ease and does not have to say "Can you hear me now?"
What makes this service appeal to seniors? Primarily it is the phone's simplicity: The keypad is very clear with large numbers and two buttons: Yes/No. The system prompts the user with questions that require a yes no response. There are no symbols, no menus, and no keyboard. Programming the phone with such items as speed dial numbers is handled by the company. To add someone to your call list, a toll free number is provided and the company will add these entries. The phones are preloaded with the number of minutes purchased, and the remaining minutes are displayed after each call. No worrying about overages, or additional charges.
It would appear that there is finally a cell phone company that understands its customers. Unlike other providors that compare themselves on the basis of having the fewest dropped calls, this company may be on to something. (Imagine a doctor promoting himself as having the fewest number of lost patients.) Cell phone companies admit that their service is bad, but it is not as bad as their competitors. Jitterbug seems to understand this and is trying to establish a niche for its service. For senior citizens, there is no need to go back to school or spend hours reading a cryptic users manual.
I have experienced this phenomenon first hand as my father -in-law recently purchased one of these phones and is very pleased with the process and the service. With his technical skills somewhat less that that of a younger generation, he has been able to use this phone with ease and does not have to say "Can you hear me now?"
Build it and they will come
Why do consumers try new goods and services even if they are satisfied with their current product or service. Case in point: I frequent an independent coffee shop near my house almost every day on my way to work. The service is fantastic, as I walk in the door and they are pouring my coffee for me. They have a frequent use card which tracks usage and allows for easy payment. (Can be loaded with money ahead of time) I can walk in, get my coffee with a smile without worrying about dealing with any cash or credit card. If this was Cheers, my name would be Norm. It couldn't be more simple!
A new coffee shop (Gloria Jeans) is opening across the street from this location. I believe that my normal consumer curiosity is drawing me into this new store when it opens. Yet when I give some thought to this desire, it does not seem logical. As described above, the coffee shop that I frequent is satisfying all of my needs and then some. There is nothing that this new store will be able to offer me that I am not already receiving. Although I am unsure of the price points, I am assuming that the coffee in Gloria Jeans will be priced very close to what I pay at Bella Vita. I love the taste of the coffee I drink and the service is second to none. Why then would I go to this new coffee shop? If my coffee drinking experience is being taken care of at Bella Vita, it seems counter intuitive that I would go anywhere else. Yet I seem to have this desire to check out the new place. I don't think that I am alone in this feeling, as new places always seem to do well initially. I would assume that even if I got a cup of coffee from Gloria Jeans, I would remain loyal to Bella Vita. With that in mind, why then go there at all? Although I love my current experience, am I looking for something more? Will I ever be satisfied?
In an effort to answer this question I wanted to determine if I was the only one who had this notion. I asked another regular customer of Bella Vita about his intentions with regard to Gloria Jeans. He indicated that he would probably "check it out", although he had had their coffee and was not impressed. When pressed further about why he would go there, he could not give me a clear reason, and was surprised that he couldn't give me a good answer. It would appear that curiosity regarding a new business is fairly normal consumer behavior, and Americans (if not all consumers), feel some innate desire to visit a new location just to "check it out".
To further explore this phenomenon, I spoke with the current owner of Bella Vita, Scott Johnson. His business opened approximately 2 1/2 years ago and the initial 2-3 months were very busy for him. His customer base seemed to level off after the "newness" lost its appeal, and he has seen an increasing level since this point (fluctuating somewhat due to seasonal attributes). When asked about his new competitor, Scott indicated that he welcomed the competition and felt that this may actually draw more customers to this area, and actually help to increase his business. Either way, he also planned on "checking it out", as would be expected from any competing brand.
As for the ultimate impact on his business, only time will tell. But consumer behavior would seem to indicate that Gloria Jeans will prompt an initial wave of curiosity seekers to "check out " their brand, but ultimately, this would level off and settle in at a level that is based on which business provides the best overall experience. Having a well established client base who have already demonstrated their loyalty, I would tend to think that Bella Vita will continue to thrive despite of this increased competition. based on my personal experience and my observations about this business.
A new coffee shop (Gloria Jeans) is opening across the street from this location. I believe that my normal consumer curiosity is drawing me into this new store when it opens. Yet when I give some thought to this desire, it does not seem logical. As described above, the coffee shop that I frequent is satisfying all of my needs and then some. There is nothing that this new store will be able to offer me that I am not already receiving. Although I am unsure of the price points, I am assuming that the coffee in Gloria Jeans will be priced very close to what I pay at Bella Vita. I love the taste of the coffee I drink and the service is second to none. Why then would I go to this new coffee shop? If my coffee drinking experience is being taken care of at Bella Vita, it seems counter intuitive that I would go anywhere else. Yet I seem to have this desire to check out the new place. I don't think that I am alone in this feeling, as new places always seem to do well initially. I would assume that even if I got a cup of coffee from Gloria Jeans, I would remain loyal to Bella Vita. With that in mind, why then go there at all? Although I love my current experience, am I looking for something more? Will I ever be satisfied?
In an effort to answer this question I wanted to determine if I was the only one who had this notion. I asked another regular customer of Bella Vita about his intentions with regard to Gloria Jeans. He indicated that he would probably "check it out", although he had had their coffee and was not impressed. When pressed further about why he would go there, he could not give me a clear reason, and was surprised that he couldn't give me a good answer. It would appear that curiosity regarding a new business is fairly normal consumer behavior, and Americans (if not all consumers), feel some innate desire to visit a new location just to "check it out".
To further explore this phenomenon, I spoke with the current owner of Bella Vita, Scott Johnson. His business opened approximately 2 1/2 years ago and the initial 2-3 months were very busy for him. His customer base seemed to level off after the "newness" lost its appeal, and he has seen an increasing level since this point (fluctuating somewhat due to seasonal attributes). When asked about his new competitor, Scott indicated that he welcomed the competition and felt that this may actually draw more customers to this area, and actually help to increase his business. Either way, he also planned on "checking it out", as would be expected from any competing brand.
As for the ultimate impact on his business, only time will tell. But consumer behavior would seem to indicate that Gloria Jeans will prompt an initial wave of curiosity seekers to "check out " their brand, but ultimately, this would level off and settle in at a level that is based on which business provides the best overall experience. Having a well established client base who have already demonstrated their loyalty, I would tend to think that Bella Vita will continue to thrive despite of this increased competition. based on my personal experience and my observations about this business.
Monday, January 22, 2007
The Grill Buying Guy
In his book On Paradise Drive, David Brooks portrayal of a slice of American Life comes alive in his description of "Patio Man". Perhaps because I am a guy and recently purchased a new gas grill, this narrative was hysterical. With his wife Cindy, the "Realtor Mom", and his two children Cody and Haly, Mr Brooks brings this family to life and describes their behavior with the comic twist of Robin Williams. Asking such pressing questions such as "Does this tool belt make me look fat?", to his slightly exagerated description of the 41 pound tub of laundry detergent, his insights seem to be right on and his writing style helps capture his thoughts perfectly.
With respect to the grill buying guy, I think he hits it on the head. There is something about a barbeque grill that is distintively male, and eminates testosterone. Evidence an ad copy from a radio station:
Copy: BBQ Galore SFX(backyard sounds, grilling steaks sizzle) Mike:(voice away from microphone) "Hey Phil, whatcha cooking over there?" Phil: (calmly)"Just grillin some steaks." Mike:(voice is closer now) "Didn't your wife ban you from the grill ever since the flaming roof incident?" Phil:(slight anger) "I was not banned from the grill, sir. I was merely told I should refrain from using lighter fluid and charcoal." Mike: "Well are you sure you should be really (pause) Whoa. Look at that gas grill! Where did you get that?" Phil:(smiling) "It was on sale at Barbecues Galore. It's an Epicure Outdoor Grill and look, it even has a hood mounted thermometer so I can get an accurate temperature on these steaks." Mike: "Is that a smoker tray?" Phil: "Yep and check out these." (sfx: CLICK) Mike: "You have lights built into your grill so you can..?" Phil and Mike together:"Grill at Night" Phil: "I know, pretty cool huh? Mike: " I have to get one of these. Now!" Phil: "Sure, it's called an Epicure at Barbecues Galore and they have all kinds of grills available in case they're all out of , you know, this particular model." Mike: "Boy, that would be a shame." Phil: "Yeah." Announcer: "Barbecues Galore, located in the Wilshire shopping center in Euless. 183 and Esters. Or visit BBQgalore-dot-com for more information.
Can't you almost smell the charcoal? Along with this is a sense of male bonding that comes alive in the discussion of this grill. The above ad reinforces these emotions showing the excitement that results from a barbeque grill. Purchasing such a grill would not only elevate your manliness, but also allow entrance into this exclusive club reserved only for the macho.
In our recent purchase of our gas grill, my wife had very little interest in the process. For her, this was a way to cook food, but to me, it was a way to show off my culinary expertise. As with the Grill Guy, we purchased a grill that is far bigger than we need, but it looks great on our patio and should the opportunity or need arise, that Bison will taste great with a little "Bone Sucking Sauce" ( a type of barbeque sauce for the females in the group). The only thing that is missing on this model is the cup holders for my Heineken, but beyond that I think that we made a great purchase. This has not evoked the same emotions from my wife, but then again, what does she know about grills. She becomes excited about other aspects of our house, and can imagine that I will see the day that I will be enjoying some awesome steaks and won't even notice that the entire kitchen has been remodeled. With the risk of stereotyping, I would guess that we are not the only husband and wife who fit so nicely into our roles, and the roles that marketers present to us.
With respect to the grill buying guy, I think he hits it on the head. There is something about a barbeque grill that is distintively male, and eminates testosterone. Evidence an ad copy from a radio station:
Copy: BBQ Galore SFX(backyard sounds, grilling steaks sizzle) Mike:(voice away from microphone) "Hey Phil, whatcha cooking over there?" Phil: (calmly)"Just grillin some steaks." Mike:(voice is closer now) "Didn't your wife ban you from the grill ever since the flaming roof incident?" Phil:(slight anger) "I was not banned from the grill, sir. I was merely told I should refrain from using lighter fluid and charcoal." Mike: "Well are you sure you should be really (pause) Whoa. Look at that gas grill! Where did you get that?" Phil:(smiling) "It was on sale at Barbecues Galore. It's an Epicure Outdoor Grill and look, it even has a hood mounted thermometer so I can get an accurate temperature on these steaks." Mike: "Is that a smoker tray?" Phil: "Yep and check out these." (sfx: CLICK) Mike: "You have lights built into your grill so you can..?" Phil and Mike together:"Grill at Night" Phil: "I know, pretty cool huh? Mike: " I have to get one of these. Now!" Phil: "Sure, it's called an Epicure at Barbecues Galore and they have all kinds of grills available in case they're all out of , you know, this particular model." Mike: "Boy, that would be a shame." Phil: "Yeah." Announcer: "Barbecues Galore, located in the Wilshire shopping center in Euless. 183 and Esters. Or visit BBQgalore-dot-com for more information.
Can't you almost smell the charcoal? Along with this is a sense of male bonding that comes alive in the discussion of this grill. The above ad reinforces these emotions showing the excitement that results from a barbeque grill. Purchasing such a grill would not only elevate your manliness, but also allow entrance into this exclusive club reserved only for the macho.
In our recent purchase of our gas grill, my wife had very little interest in the process. For her, this was a way to cook food, but to me, it was a way to show off my culinary expertise. As with the Grill Guy, we purchased a grill that is far bigger than we need, but it looks great on our patio and should the opportunity or need arise, that Bison will taste great with a little "Bone Sucking Sauce" ( a type of barbeque sauce for the females in the group). The only thing that is missing on this model is the cup holders for my Heineken, but beyond that I think that we made a great purchase. This has not evoked the same emotions from my wife, but then again, what does she know about grills. She becomes excited about other aspects of our house, and can imagine that I will see the day that I will be enjoying some awesome steaks and won't even notice that the entire kitchen has been remodeled. With the risk of stereotyping, I would guess that we are not the only husband and wife who fit so nicely into our roles, and the roles that marketers present to us.
Friday, January 19, 2007
Churches for the masses
After reading the chapter in "Branded Nation" by James Twitchell, I now have a slightly different outlook on the megachurches that have sprung up in the last decade. I have been to Willow Creek Commnity Church and I was impresed by its size and how well it was run. After reading this chapter it is obvious that the "business" of church takes precedent over the "purpose" of the church. The pastor is more than a minister, and more like a CEO. At $850,000 a year, he has a vested interest in increasing attendance, yet perhaps has lost sight of the reason for his "calling".
As treasurer of a small struggling church we too have been faced with various struggles, including financial ones, and we have tried to remain true to our congregation. Our goal is not to steal market share from other congregations, but to provide a place for all who wish to praise God for all he has done for us. Although we like to think that we are contemporary and progressive, the commercialization of religion does not interest our congregation.
As treasurer of a small struggling church we too have been faced with various struggles, including financial ones, and we have tried to remain true to our congregation. Our goal is not to steal market share from other congregations, but to provide a place for all who wish to praise God for all he has done for us. Although we like to think that we are contemporary and progressive, the commercialization of religion does not interest our congregation.
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