AMA-TV: Differentiating Products, Change, and QR Codes

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    • 00:00

      [AMA TV, THE MARKETING CHANNEL AMERICAN MARKETING ASSOCIATION]

    • 00:04

      RANDELL MAURICIO: Hi, I am Randell Mauricio.

    • 00:06

      EVA KOVACS: And I'm Eva Kovacs.You're watching AMA TV, The Marketing Channel.

    • 00:09

      RANDELL MAURICIO: Where marketersconnect with the people and resources they need to succeed.On today's show--

    • 00:14

      EVA KOVACS: Staples brings fictional office paper to life.

    • 00:16

      RANDELL MAURICIO: Out of work for more than a year?We have some tips to get you in gear.

    • 00:20

      EVA KOVACS: And are you a change agent?

    • 00:24

      RANDELL MAURICIO: On NBC's hit TV show,The Office, quirky Dunder Mifflin paper salesman,Dwight Schrute, once abandoned his coworkersand jumped ship to competitor Staples.Now, the two rivaling companies are colliding in real life.In December.Office Supply website quill.com, owned by Staples,began selling Dunder Mifflin branded paperas part of a licensing agreement with NBC Universal.

    • 00:46

      RANDELL MAURICIO [continued]: The product is priced higher than private label copy paper.And according to the Wall Street Journal,the media giant will receive 6% of the revenuefrom Dunder Mifflin paper sales.If you ask Anthony Bennett of New York's Effectivebrands,paper isn't the most exciting product to marketso the tie-in with the office is a great branddifferentiator for Staples.He says, "You can't get more commoditized than paper,

    • 01:07

      RANDELL MAURICIO [continued]: so to find a way to differentiateit is really smart."Bennett adds most paper is boughtby price-focused corporations, so the marketing efforts impacton quil.com's bottom line is uncertain,but he says the Dunder Mifflin idea could be an effective PRmove because it could bring new target audiences.For more marketing news and expert insights,checkout marketing news exclusives

    • 01:27

      RANDELL MAURICIO [continued]: at marketingpower.com/newsletters.

    • 01:30

      EVA KOVACS: If you've been out of work for several monthsor even longer, getting your career back in full swingmay take some time and adjusting.Debra Wheatman, President of Careers Done Right,shares these tips to get you on track.Analyze the Job Market.Are you targeting a declining industryor an occupation in which there are more workers than jobs?

    • 01:51

      EVA KOVACS [continued]: If so, it may be time for a new career goal.Develop an Interim Plan.You still have to pay the bills, so considertemporary assignments, consulting assignments,as well as seasonal work.Develop Yourself Professionally.This is your chance to build new skills,take courses, and volunteer or intern in a role

    • 02:11

      EVA KOVACS [continued]: to get experience you're lacking.Finally, Job Search.If in your previous position you worked from 8:30 to 5:30,base your new schedule on those hours.Use this time to research, network, and job search.To read the full article, visit marketingpower.com/careers.

    • 02:29

      RANDELL MAURICIO: Bestselling author, marketing consultant,and AMA member Jeffrey Hayzlett explains whatit takes to be a change agent.

    • 02:35

      JEFFREY HAYZLETT: Hey, American Marketing Associationand all you a professional marketerswhat's a change agent?Well, change agents aren't satisfied with the status quo.Change agents or agents of changeidentify problems, and then find ways to fix them,and bring in people who can.I describe it in my book, Running the Gauntlet,but change agents fight the herd mentality

    • 02:55

      JEFFREY HAYZLETT [continued]: and become white buffalos-- those sacred creatures thatstand out in the herd amongst all the other animals.They don't become seduced by the processes.They're problem solvers, not problem seekers.So are you an agent of change?Are you causing tension and making it happen?I'm Jeff Hyzlett.Run the gauntlet.

    • 03:14

      RANDELL MAURICIO: Marketing news recently caught up with Jeffreyto talk about your ability to act as a changeagent in your organization, whether today's economy isconducive to change, and why Kodak's pushto change its business strategy is failing.Check out the podcast at marketingpower.com/podcasts.

    • 03:31

      EVA KOVACS: Will quick response codes be the next technologyto bite the dust?Not so fast QR naysayers.Recent global stats by research firm 3G Visionreveal that QR code usage was up 20% in 2011's third quarter.And based on the following trends suggested by NEO MEDIATechnologies Inc, marketers will need

    • 03:52

      EVA KOVACS [continued]: to be creative in crafting better consumerexperiences using codes.QR codes will be integrated into brand and retailmobile marketing applications to allow for greater consumerparticipation.Barcode campaigns will take center stagein campaign design, not just a way to direct consumersto the Web.

    • 04:13

      EVA KOVACS [continued]: 1D scanning will be on the rise, especiallyfor packaging, promotion, loyalty, and advertising.Learn more about these trends in marketing researchersat bit.ly/qrcodestrends.

    • 04:25

      RANDELL MAURICIO: From small businessto international corporations, bestselling author JeffreyHayzlett has launched entrepreneurial venturesblending his leadership, mass marketing prowess, and affinityfor social media.His new book, Running the Gauntlet,is a rough and tumble guide for running and drivingorganizational change.So be sure to join Jeffrey and other hard hitting speakersFebruary 9, at the AMA's virtual exchange

    • 04:47

      RANDELL MAURICIO [continued]: event- Changing the Game: Innovations for Future Success.Jeffrey will kick off the event by showing youhow to develop the necessary mental, emotional, and physicaltoughness needed for smart, strategic, and lasting change.Expect to gain a feeling for what kind of changeyour business needs and leave wantingto summon the vision, courage, and passion to enact it.Plus, you don't even have to leave your desk.

    • 05:08

      RANDELL MAURICIO [continued]: It's all virtual.Learn more and register at marketingpower.com/changingthegame.

    • 05:13

      EVA KOVACS: Well, thanks for joining us today.Make sure you check out AMA Connect,the online social community exclusively for marketersfrom the American Marketing Association.

    • 05:21

      RANDELL MAURICIO: You can network,write blog posts, share documents.

    • 05:24

      EVA KOVACS: As well as join groupsbased on your area of expertise from marketing researchto B2B marketing.

    • 05:30

      RANDELL MAURICIO: Login and marketingpower.com/communityor click on the AMA Connect banner.We'll see you next time.[AMA TV, THE MARKETING CHANNEL AMERICAN MARKETING ASSOCIATION]

AMA-TV: Differentiating Products, Change, and QR Codes

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Abstract

In this episode of AMA TV, fiction becomes fact, and small things get bigger. An unexpected product tie-in comes off prime-time television, while Jeffrey Hayzlett asks marketers to create tension in their office. Plus a bar code is poised to become a new sensation.

AMA-TV: Differentiating Products, Change, and QR Codes

In this episode of AMA TV, fiction becomes fact, and small things get bigger. An unexpected product tie-in comes off prime-time television, while Jeffrey Hayzlett asks marketers to create tension in their office. Plus a bar code is poised to become a new sensation.

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