Anthropologie Visuality

Anthropologie understands its customer’s lifestyle and its stores provide a journey of self-discovery. Duncan (2005, p. 289) defines Lifestyle marketing as an association strategy, which uses situations and symbols of lifestyles that are relevant to the target audience. Relevant because it is their present lifestyle or one they aspire to. Aspiration might explain why upscale MSL surprised the skeptics.

Anthropologie is extremely effective at using visual wit to communicate with its customers. In our readings, Pink (1998, p. 3) talks with Gerald Zaltman who observes that “Cognitive scientists have learned that human beings think in images, not in words.” The visual artistry of Anthropologie has propelled them to unprecedented growth. Labarre (2002, p. 2) reports that sales have grown 40% annually.
Anthropologie Technique
Labarre (p. 1) likens visiting Anthropologie to her “open-ended sense of discovery” in France as a teen. She catalogues some of the Anthropologie technique. Foremost in my mind is that the store has a mission to be a journey, not only for customers, but for all the employees as well. Keith Johnson, a buyer, spends 50-75% of his time journeying around the world (p. 5). The entire staff (p. 6) is admonished to travel, shop, soak in culture.
In his book, Zaltman (2008, p. 98) describes the powerful Journey metaphor and notes it is rooted in our biological need for growth, progress and maturation. Labarre (p. 4) relates how Anthropologie wants to help its customers grow, similar to MSL. She quotes them:

"We wanted to create an experience that would set up the possibility of change…”

This is a powerful mission.
Other practices:

• Be customer experts (p. 2). Women, 30-45, educated, in committed relationship….
• An earthier sensibility (p. 3). Texture is important.
• Imperfection, eclecticism, and quirkiness (p. 4). The nature of Journeys.
• Merchandizing to set a mood, not highlight a product (p. 4).
• Storytelling (p. 3). Their voice is friendly and worldly with good stories to tell.

Similar StoresPier 1 and Wegman’s come to mind. Pier 1 was the Anthropologie of its day, when I was in my thirties. Labarre (p. 4) discusses the creation of vignettes and stalls that reminds me of Wegman’s. Wegman’s is designed to look like a NYC street of bygone days, with each department looking like a street vendor you might find then.
Duncan says (p. 289) that lifestyle selling is especially effective in highly competitive categories. WVU School of Journalism (2009, p. 2) says that products are not the purpose of a business executing a lifestyle strategy. Products are the vehicles for delivering a message that resonates with the community that relates to your business.
ReferencesDuncan, T. (2005). Principles of Advertising & IMC. McGraw-Hill.Irwin.
Labarre, P. (Decmeber 2002). Sophisticated Selling. Fast Company. Retrieved on November 1, 2009 from WVU IMC 625 Week 2 Readings.
Pink, D. (April 1998). Metaphor Marketing. Fast Compnay. Retrieved on November 1, 2009 from WVU IMC 625 Week 2 Readings.
Isaac Reed School of Journalism, West Virginia University (2009). IMC 625 Lesson 2: Your Client: Intro to a Shelter Title Launch for Time, Inc. Mission, Voice, Lifestyle Message, Target Audience, Strategy. Retrieved from WVU IMC 625 Lesson 2 on November 1, 2009.
Zaltman, G and L Zaltman (2008). Marketing Metaphoria. Harvard Business Press.

Economic Darwinism and the Marketing Struggle for Attention

Economic Darwinism manifests itself in a marketing struggle for attention. One of the enemies of attention is the development of immunity to habituated stimuli, and email advertising may be on the verge. This may explain the marketing interest in social media – the hope that people are not yet immune to it as they are to email. This would be consistent with adaptation level theory (see Hawkins, 2007, p 293), “over time we adapt or habituate to it [in our case frequent email from a vendor] and begin to notice it less.”

Poulos (2009, p. 1) contends that the deciding factor in email success or failure is the strategic planning that goes into the entire campaign: segmentation, objectives, tactics and so on. He cites research about the value of a list that is both opt-in and highly targeted. He finally advises us to implement the Sender Policy Framework in our email directory technology (see Sender Policy Framework). This is designed to prevent spam.

For habituated stimuli in other media, look at Rosser Reeves' Minute Maid or Anacin TV campaigns. Minute Maid complained about the deathly repetition in its orange juice campaign, to no good effect. Twitchell (1996, p 29) notes that such repetition "will no longer be tolerated" in TV advertising. Based on our readings this week, repetitious (too frequent email) may not be either.

An Attention Economy model has been presented to explain attention immunity in marketing with the utility theory of neo-classical economics. The unfinished argument in economics over the sui generis of the market now finds new application in the potential of Internet technologies. Is it natural for the market to be governed by a higher authority, the state, or is it a stand-alone, self-regulating entity? Likewise with email and social media. They are connected to brand planning but to what extent should they be governed by it?

The Cluetrain Manifesto sees the old marketing as a procession of charlatans who no longer have an audience. The new technology opens a free conversation to form markets directly between empowered members of a firm and the community they serve.

Most new parades, I think, start out solemnly and with dignity, buttressed by 95 theses or whatever, but end up in turmoil and rancor. Email is an example and so is blogging. Microsoft has employees talking directly to customers on blogs. In fact, Joe Cox reports (see Microsoft Watch) that Microsoft has over 5,000 employee blogs and quite often Microsoft makes major product announcements only on these blogs, not incorporating one or another of its marketing agencies.

John Cass is a marketer and a researcher at Forrester and has made a counterintuitive finding (see his blog ). Dell and Macromedia use a dedicated approach, and control communications that uses email and social media rather than take the wide-open approach of Microsoft. Dell and Macromedia are doing quite well with such an approach.

Cass concludes that anarchy does not work. While the Cluetrain Manifesto helped focus attention on change that is needed for marketing communications because of the Internet, "[it] did not provide a really effective road map for how to open up a company.”

Marketing communications is a discipline. By focusing their email and social media efforts in smaller groups capable of effective marketing communications (i.e. people trained in IMC), and providing them with support, Dell and Macromedia have been effective. More so than Microsoft. I think the lesson this week is that email is governed by a higher authority, the principles of marketing communications and marketing platform of the firm.

References
Hawkins, Del, David Mothersbaugh and Roger Best (2007). Consumer Behavior. McGraw-Hill/Irwin.

Newbusiness.co.uk. Retrieved on September, 25, 2009 from http://www.newbusiness.co.uk/articles/marketing-advice/how-grab-customers%E2%80%99-attention

Poulos, Alex (May 4, 2009). Email Marketing – Still Friend or Foe? (Part I). Retrieved on September 23, 2009 from http://www.covisio.com/blog/2009/05/04/email-marketing-still-friend-or-foe-part-i/

Twitchell, James (1996). Adcult USA. Columbia.

New Media Will Challenge Intellectual Property Claims

New media allows each of us to publish our own works, with the illusion that we have copyrighted the material published. However, only the legally proficient will be able to truely establish an enforceable copyright. They know how to properly register the idea and define its scope, and also to discover and contest unauthorized use. Although, there is talk of a poor man’s copyright, “the United States Copyright Office makes clear that the technique is no substitute for actual registration.” (see Wikipedia Copyright)

Powerful companies are preparing defenses against accusations of copyright violations of other’s intellectual property. They are buying and building huge copyright and patent portfolios, and using them in marketing communications. Because of their skillful legal council, they have been able to gain ownership of very fundamental processes. This is especially true in the computer field. For example, Microsoft has patented the understanding of music (The Day the Music Died)

Subtle marketing communications will scare corporate procurement away from weak patent defenders to the strong. For example, in its public relations Microsoft contends that Linux has stolen and violated 235 of its patents and copyrights (see Fortune ). Corporate procurement now faces future charges of knowing violation of intellectual property protections and the ISO 19770 standards on Intellectual Property if they switch from Windows to Linux.

The Open Source community is intransigent in its position. Richard Stallman says software should be free. The community deftly argues that ideas in the computer industry are communal mathematics and should be treated as such (like Folk Art).

Microsoft parries Stallman and says that open source has been reckless with intellectual property. Microsoft has additionally formed a relationship with SuSe Linux and as part of that relationship, SuSe Linux now pays Microsoft royalties on the 235 violations (see Money Mag ), establishing a precedent, and undermining the other Linux vendors and the Open Source Community in general.

The Open Source community has been outflanked by a combination of marketing communications and partnering relationships, which one could argue are also part of marketing communications.

In the end, Microsoft is now accused of stifling Open Source with “patent warfare” see (Patent Colonialism ) Folk culture is indefensible because it cannot hire the marketing communications expertise to lay out effective strategy and legal talent to execute winning tactics. Powerful multinationals will own all human ideas and moralize that we, the great unwashed are ethically violating their intellectual property rights when we try any innovation by our lonesome.

The New Media will accelerate this confrontation by enabling the masses to publish. Many will wonder how you can patent the concept of music. The Open Source community understands the legal intricacies the powerful companies are employing and work within that framework. Not the masses. I suspect they will want common sense.