Thursday, November 17, 2016

Dock to Dish

Dock to Dish is a restaurant-supported and community-supported company. It was started in Montauk, New York by a group of 30 fishermen. Their goal was to bring the integrity back to the fishing industry in New York Harbor. Seafood bought the traditional way could have been touched by up to 30 sets of hands from fisherman to the store. Dock to Dish has managed to cut that number down to three sets of hands. Dock to Dish has now expanded with four other locations in Costa Rica, British Columbia, and Los Angeles. Google also partnered with Dock to Dish to help spread the word about the great things they are doing.

Their restaurant partners get 45-50lbs of whole fish a week while community partners have the options of an individual or family plan which ranges anywhere from 2-5lbs of filets. As a community partner, it is required to purchase a "starter kit". This kit contains an insulated bag and ice packs that are needed to ensure proper transportation from pick-up to your home. Waitlists for New York, Los Angeles, and Vancouver, B.C. are all open now for the 2017 season.

For more information about Dock to Dish visit their website by clicking here.

Friday, October 28, 2016

Week 5

Taco Bell has a lot going for them recently. Cheap food, easy access to food, and effective social media presence. With 1.8 million Twitter followers, it is apparent people like what they have to say.

Taco Bell has done a great job with piggy-backing off of others' hashtags and making it relevant to their situation. The most recent instance is with the World Series. Every time a base is stolen, Taco Bell gives out free tacos. This campaign is backed with the hashtag #StealATaco.

With alternative diets such as vegetarian, vegan, and gluten-free becoming more popular, Taco Bell has announced which of their menu items are meat-free. They used the ever popular #MeatlessMonday to get their posts seen.

Taco Bell also has great interaction with their followers, from reply to retweeting. Twitter seems to be their most popular and interactive social media site. To get a link to their Twitter account, click here.

Monday, October 10, 2016

Week 2

Social Listening

I chose the brand Nike.

Nike's value proposition is, "based on a technically superior product, made of the best materials and with the latest technologies available, positioned as the most fashionable in the industry and endorsed by top athletes and sport stars."

Nike women's "Beautiful x Powerful" campaign has gotten a lot of good attention. It is a collection of 4 new black leather shoes. They drew inspiration from Joan Benoit Samuelson, who was one of the first female marathon runners.

A few local Oregon women are showing their appreciation to Nike for getting them through the Portland marathon.

If I were the brand manager, I would do more to increase the number of personal twitter accounts mentioning my products. I would push to have more interactions with my consumers. As of right now, it is mostly just businesses and other Nike locations such as Europe and New Zealand tweeting about the products.


Marketing In The News

Sephora is one of the leading cosmetics retailers. The company has been at the front of the pack in mobile beauty sales. Sephora is now adopting a "Tinder-like" app with a feature called "swipe it or shop it". It will feature the company's own Sephora Collection of make-up. This helps shoppers sift through thousands of products quickly and contribute to their "beauty uncomplicator". Within a few months times, Sephora plans to make the app more interactive, allowing customers to post pictures of looks created with products bought with the app.

The challenge this app could face is that because Sephora carries so many well-known and high end brands, their home Sephora Collection is often over looked.

From this article I learned that Sephora is really thinking of how to reach their audience in a different and fun way. A majority of people know about Tinder and the "swipe" and I think this app is a humorous way to incorporate that. I give credit to Sephora for keeping their consumers in mind and making it convenient.

If you'd like to take a look at the article about Sephora's new mobile app, click here.

To see another opinion about Sephora's Tinder-like app, check this out.


Saturday, October 1, 2016

Week 1

About Me

I was prompted to enroll in this class because I am very intrigued by the world of marketing but know virtually nothing about it. I figured this class would be a great way to get my feet wet in the world of marketing!

I am a Business major with a focus in management and entrepreneurship. I have been thinking of changing my focus to marketing so I think this class will help me in that decision.

For this class, I am most interested in building my personal brand. I have always had the goal of working for myself and being my own boss. I am excited to learn how to narrow down and find my niche in the world for what I am truly passionate about.

When I'm not working, one of my favorite hobbies is cooking. I have loved cooking since I was young and the Food Network is still my number one favorite channel. I find the entire process of cooking extremely relaxing (well, except the clean up part) and have found that I really enjoying serving people through cooking.

Another hobby I enjoy is the realm of beauty. I enjoy trying new make up, hair care, and skin care products to see what I like best. I don't consider myself an expert by any means, but I enjoy doing the hair and make up of my friends and family. I love that the body is a blank canvas that I am able to create different looks with.

I had a blog for a few years (2008-2013) where I would post occasionally about my everyday life. One of my biggest wishes is that I would have kept it going and not let it fall to the wayside.


Marketing In The News

This article is about the company Organic Valley. The company was founded by seven farmers in 1988 and now has more than 1,800 members. The company is spending $500,000 to 1 million dollars this year on a new website and social media programs. With everyone on the go in today's society, Organic Valley is also pushing to make all of their websites mobile friendly, so consumers are able to easily use them while shopping in store.

Organic Valley worked with the marketing agency HZDG. The chief creative officer, Karen Zuckerman is quoted in the article that Organic Valley's marketing strategy "is that they will share their experiences on the farm with their many followers, who will then investigate organic farming for themselves." 

How this article applies to marketing is that Organic Valley is making it a priority to be transparent for their customers. Consumers now, more than ever, are caring about where their food comes from and the process of how it gets to their home. This is similar to the TED talk with Gary Vaynerchuk where he talked about truly caring about your customer. In my opinion, transparency = caring.

I learned that Organic Valley's total sales in 2015 reached $1.04 billion and that organic foods now make up almost 5% of the food sales in the United States. And according to research groups, millennial consumers are mostly responsible for that boost.

If you are interested in reading, here is the article about Organic Valley. Oregon State University even gets a shout out!