Main Page Forum Ringtones SMS Messages Games Free Downloads Contact UsTelepk Map
Make This Page Your Home Page Make TelePK.Com Your Favorite Website Telepk Header
IP: 54.196.33.246 COUNTRY: Flag:
Mobile Zone
  1. PTCL TelePhone Directory
  2. SMS Messages
  3. SmS Jokes
  4. Sms Dictionary
  5. Memory Card Rates
  6. Mobile Phones
  7. Mobile Phone Articles
  8. Mobile Tutorials
  9. Mobile Games
  10. Mobile Wallpapers
  11. Secret Codes
  12. Ring Tones
  13. Web To SmS
  14. Telecom Reviews
  15. SMS Worldwide

Entertainment
  1. Islam
  2. Listen Radio Live
  3. Watch TV Channels
  4. Elections
  5. Home Decoration
  6. Beauty And Health
  7. Tech News
  8. Kitchen
  9. Greeting Cards
  10. Animation
  11. Messenger Zone
  12. Online Chat
  13. Articles
  14. Downloads
  15. City Codes
  16. Computer
  17. Know Your Heart
  18. Palmistry
  19. Myspace
  20. Make Money
  21. World News
  22. Map Guide
  23. Eid Day
  24. Pakistan
  25. Pakistani Singers
  26. Personalities
  27. Emergency No.s
  28. Funny Jokes
  29. Finance
  30. Flights
  31. Funny Pictures
  32. Kids
  33. Songs
  34. Sports Online
  35. Spotlight
  36. Student Visa
  37. Education
  38. Online Games
  39. Study Abroad
  40. Tutorials
  41. Immigration
  42. Internet
  43. Urdu
  44. Weather Status
  45. Webmaster Tools
  46. Valentine Day
  47. Video Clips
  48. Videos

Latest Updates!
Please fill out the form below to get notified whenever telepk.com will be update.
Enter your email address:



Active Visitors
  1. 236





How Money, Emotion Mixed at Mix07

While staying at the Venetian Resort Hotel Casino in Las Vegas last week, I had the pleasure of waking up every morning to the gentle tolling of St. Mark's Campanile, completed in 1514 before its 1902 collapse and 1912 reconstruction.

OK, that's a lie.

I actually woke to a St. Mark's Campanile replica, completed in 1999 somewhere in the middle of a desert. It's all artifice out there in the desert, but it's OK because that's Vegas for you: a convenient stand-in for far-away places; evocative in every sense of the word.

It's a method and it's working well. Whoever planned Mix07 at Microsoft must have noticed. How else to explain the overwhelming emphasis on "the emotions of customer experience" I encountered in various sessions and keynote speeches at the conference last week?

The message was that companies ought to change their ideas of what value their products offer consumers. How people feel and experience your product needs to be a part of your value proposition, MIX speakers said in various ways.

"The new MBA is the MFA," Kip Voytek, vice president at the interactive agency R/GA, told the audience attending his session, "Futures of Design: Knowing Smirks vs. Delighted Grins."

His firm is perhaps best known for its work to convince Nike to let customers design their own shoes. That went well and Nike most recently let R/GA tack an interactive music video to its online store. Despite Web design conventions that insist you stay out of the way as customers head to their online checkout counters, Voytek said, the move helped boost Nike's sales.

The trick to marketing and design success, Voytek said, was eliciting "delighted grins" from users and customers, such as the way the log-in screen on Macs shakes when a user inputs a wrong password instead of popping up an error message.

Fine. I own a Mac. I appreciate the way it doesn't numb my brain with error numbers and the blue screen of death. I also own an iPod, another Voytek favorite.

But I draw the line at Nintendogz, a handheld videogame version of the pet rock, which Voytek described as "unbelievable" in how quickly it breaks down the emotional barrier between humans and machines. Voytek recalled how women in his office "squealed" with delight when working his Game Boy to pet the puppies on its screen.

There's a difference between a puppy and pixels arranged on a screen, just like there's a difference between the Grand Canal and the pool winding through the mall attached to the Venetian.

I can't help but feel a real revulsion toward companies that assume we can't tell that difference.

Now take a stroll down the strip.

At the base of the Statue of Liberty replica in front of the New York, New York Hotel and Casino, the owners house a collection of personal articles belonging to the victims of the World Trade Center attacks. Sure, the proprietors may be capitalizing on American nationalism and Americans' disposition toward victimhood, but at least they're not letting the terrorists win, right? At least they offer just the salve for that victimhood with plenty to consume inside.

But you already know about Vegas. Surely no one at Mix urged conference attendees to leverage the emotional weight of a national tragedy for profit, right?

None except for Lou Carbon, who presented "The Emotion of Customer Experience." In his presentation, Carbon highlighted ways companies capitalize on the emotions consumers associate with products.

Blockbuster, for instance, is best marketing itself as a provider of laughter and tears. Hotels fold their toilet paper. And FedEx cares about you because it returned penguins to the New Orleans aquarium after Hurricane Katrina.

We learned this during a five-minute video titled "The Return of the Penguins," brought to you by FedEx.

Not that FedEx shouldn't be commended for its generous work with displaced penguins, but does Hurricane Katrina really belong in anyone's advertising campaign?

The answer is no and I have two reasons why.

First, turning a national tragedy into a brand with which to associate your product over-saturates the market with emotions associated with that tragedy. The more Chevy shows us pictures of New Orleans underwater in order to sell trucks, the less those pictures will cause viewers to think, "People died who shouldn't have died. What can we do about that?"

Instead they'll think about how they hate your commercial.

The second reason to not fake emotions in your marketing is that it's completely unnecessary to drive profits.

Google is a good example. The company turns in good profits each quarter. And other than its ridiculous "Don't be Evil" motto, Google pretty much stays away from emotional marketing. Its value proposition is pure bottom line. Buy an ad. Boost your business.

On the flipside is Las Vegas, where construction is as ubiquitous as buffets, where money is coming in, and which thrives on emotional artifice.

But the truth is that the fakery on display in Vegas serves the same purpose it does everywhere else. It is meant to trick the "consumer." Vegas has to offer an "emotional" value proposition because its real one is pretty poor for its customers. The house always wins.

The only reason companies ever attempt this trickery is because, to use Chevy as a final example, it's a lot easier to cobble together a video of a truck and splice it with tragic scenes from American history, than it is to make better cars than Toyota.

Thing is, we "consumers" know that and we aren't buying it anymore.



<<< Back


Send this page to a friend

   
Most Viewed Services:
  1. New Year
  2. Free TV
  3. Watch GEO News
  4. Watch Disney TV USA
  5. AIM Away Messages
  6. AIM Buddy Icons
  7. BBQ Recipes
  8. Burger Recipes
  9. Fruit Salad Recipes
  10. Funny Pictures
  11. Spider-Man
  12. Spider-Man The Film
  13. Spider-Man Wallpapers
  14. Family
  15. Family Fun
  16. Windows Live Messenger
  17. Easter E-Cards
  18. 2008 Festivals
  19. Christian Festivals
  20. Msn Display Pictures
  21. Yahoo Avatars
  22. Myspace
  23. Nokia 5700
  24. Nokia 5070
  25. Bob Woolmer
  26. SMS Messages
  27. SMS Jokes
  28. Animals
  29. Apple
  30. Bikes
  31. Zong
  32. World
  33. Cars
  34. Celebrity
  35. Facebook
  36. Ali Lohan
  37. Computer
  38. Finance
  39. Fitness
  40. Shoes
  41. New Homes
  42. MSN Web Messenger
  43. Download MSN Messenger
  44. Download Latest Msn Messenger
  45. Multi MSN
  46. Download Multi MSN
  47. MSN Emoticon
  48. MSN Nick Name
  49. MSN Screen Names
  50. MSN Nick
  51. MSN Names
  52. Cool MSN Emoticon
  53. Urdu
  54. Urdu Jokes
  55. Urdu Dictionary
  56. Urdu Poetry
  57. Automobile
  58. Cars
  59. New Cars
  60. Food
  61. Kitchen
  62. Cell Phone
  63. Free Mobile Game
  64. Free Mobile Wallpapers
  65. Mobile Phone Secret Code
  66. Free Web SMS
  67. Free Worldwide Sms
  68. Islam Way
  69. Home Interior Decoration
  70. Health And Beauty Tip
  71. Latest Tech News
  72. Kitchen Remodeling
  73. Free E Greeting Card
  74. Know Heart
  75. Palmistry Line
  76. Make Money Online
  77. Myspace HTML Codes
  78. Myspace Toolbox
  79. Toyota RAV4
  80. Nokia Cell Phone
  81. Sony Ericsson Cell Phone
  1. Chinese New year Celebration
  2. Blackberry Phone
  3. Funny Joke
  4. MSN Avatars
  5. MSN Smileys
  6. MSN Display Pics
  7. MSN Display Pictures
  8. Pakistan Cricket Team
  9. Spicy Food
  10. Health Food
  11. Pakistan
  12. AOL Block Checker
  13. Urdu News
  14. Yahoo Web Messenger
  15. Download Yahoo Messenger
  16. Download Latest Messenger Version Yahoo
  17. Multi Yahoo Messenger
  18. Download Multi Yahoo Messenger
  19. Yahoo Emoticon
  20. Yahoo Hidden Emoticon
  21. Yahoo Avatars
  22. Yahoo Display Pictures
  23. Yahoo Animated Avatars
  24. Yahoo Smileys
  25. Free Cooking Recipe
  26. Hindu Festivals
  27. Sikh Festivals
  28. March Madness
  29. Tutorials
  30. Article of Mobile Phone
  31. Abrar Ul Haq
  32. Zong Sms
  33. Internet
  34. Better Homes
  35. Home
  36. Pets
  37. Forex
  38. Real Estate
  39. Science
  40. Stock Exchange
  41. WWE
  42. Information
  43. Football
  44. Flights
  45. Cricket News
  46. Latest World News
  47. Personality
  48. Emergency Phone Numbers
  49. Family Kid
  50. Online Spotlight
  51. Student Visa
  52. Download Online Game
  53. Study Abroad
  54. Immigration Law
  55. College University
  56. Web Master Tool
  57. Weather Report
  58. Funny Video Clips
  59. Funny SMS Joke
  60. Urdu SMS
  61. New Year SMS Joke
  62. Free SMS Joke
  63. AIM Block Checker
  64. City Code
  65. Find Article
  66. Dual Sim T500
  67. Asus P535
  68. Asus Cell Phone
  69. Sky Scrappers
  70. Funny Jokes
  71. History of Pakistan
  72. Government of Pakistan
  73. Lahore Resolution
  74. English Chat
  75. Online Chat Rooms
  76. Computer Wallpaper
  77. Software Downloads
  78. Samsung i710
  79. Ali Zafar
  80. Atif Aslam


More Resources...


© All Rights Reserved : Pakistan : Privacy Policy : Disclaimer : Advertise with us : Sitemaps : 1, 2, 3, 4, 5