business tactics

Shopping With The Good Wife Beats Going to The Mall


Curl up, watch your favorite TV show … and buy something

The age-old marketing tactic of product placement is fast achieving a new level of sophistication. It has moved from mere placement to “see it-want it-buy it” – and never miss a minute of your favorite show. This is simple-adaptive innovation at its best. It is the marrying of digital technology to what has been around for over a century. The earliest product mentions were in books (Jules Verne’s novel, Around the World in Eighty Days (1873), and then later in films like The Lost World (1925), in which a Corona Typewriter appeared. Today, there is seldom a leading lady or a CSI detective who isn’t on a brand name computer, parked next to a bottle of Absolut Vodka and wearing Oakley sunglasses. But now, it’s becoming more than placement.

Ever watch The Good Wife? Even if you don’t like the show, you have to admit the office furniture is to-die-for. And you can buy it. Well, not all of it, yet. But that sumptuous, leather chair in Will’s office … it’s yours for $1,995 (US). CBS, creator of The Good Wife, has gone into a licensing deal to feature furniture that’s available to buy. This isn’t completely new. Mad Men has a line of retro-furniture available for purchase. And apparently NBC will be featuring products for purchase on their hit, Downtown Abbey. But what will be new–coming soon to a show in your living room–is the breakthrough disruptive innovation that all this incremental innovation leads to: The day viewers will be able to click and buy directly from the TV show.

What could be more conducive to shopping and fulfilling customers’ insatiable thirst for instant gratification then the combination of their favorite show, beautifully replete with their favorite products, and available with a pause and a click?

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Mobile Search Shifting the Retail Sales Game


Heads up retailers, time to adapt to the quickly evolving shift in the sales cycle. As generation Y continues to move into the work force and become the future of global primary consumption, trends in buying behavior shift dramatically.  Smartphones now out sell classic mobile phones for the first time in history and “those in the 25-34 age group showed the greatest proportion of smartphone ownership, with 66 percent saying they had a smartphone”1. This means that 66 percent of this demographic has the option between speaking with a sales associate for more information or being independent and searching for product reviews (good and bad) in-store via smartphone and by-pass the sales staff completely.

This should lead to an immediate demand for the retail industry to revise their sales strategy contemplating the following:

  • Keeping this in mind for the future, how can we best prepare our sales division to sell in-store products and maintain a trusted relationship with our clientele?
  • How can we ethically capitalize on online product reviews and achieve a marginal increase in sales?
  • When and how will these changes be implemented company wide?

The mobile search and discovery market has been forecasted to generate $15B in the next 5 years which is nearly 3 times the revenue it expects to earn this year in 20122. What is your plan to grab a slice of this giant pie?

By Sam Rowe
Director, Digital Marketing

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Stractical Thinking™

Stractical Thinking is the bridging of strategic and tactical thinking. It is at the heart of the processes that we follow with our clients. Why? Strategic processes on their own can leave you 30,000 feet above the ground begging an answer to the question, now what? Tactical thinking on its own, well that’s easily answered by the age old idiom … if you don’t know where you are going, you are sure to get there. More →

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