Who Doesn't Love Surveys? Finding out Information About Your City and Yourself!

It is often I feel like I live in a town of 50 people. Every time I go to the grocery store, the gas station, on a mid-night junk food run or even to the local Red Box, I always see someone I know. I would think that living in a city with 61,919 residents would leave it virtually impossible to run into the same people over and over again but it seems that it is not.

Even though I continue to see the same people over and over again one thing I don’t see is a decline in diversity in Coon Rapids. I have noticed that within the past few years the diversity of our community has been rapidly increasing. As I explored the claritas website I was surprised at how truly informational it was. It has supported the thoughts I had been having about diversity but I did not realize at how many sub-groups there were within my city. 

The PRIZM Segmentation System shows the highest number of “New Beginnings” being present in my community. The New Beginnings category explains that these families are young, single adults who are looking for transition. They may be starting over after divorces or changing company locations. The main idea of the New Beginnings category is that it is very ethnically diverse. My thought that Coon Rapids was becoming a much greater diverse community is true. New Beginnings category describes its diversity as having nearly half of the residents in the community as being Hispanic, African-American or Asian. The newly recent families are mainly renters and have had some college background and work mainly jobs in service.

The second highest category that separates my community is the Blue Chip Blues. I found the two highest, New Beginnings and Blue Chip Blues to accurately portray Coon Rapids currently. The diversity is growing rapidly but it still feels as if it is a family oriented community. The Blue-Chip Blues category is filled with midscale, younger families with children. It is a comfortable lifestyle young, ethnically-diverse and spread out families. The residents within this group often have well-paying blue-collar jobs and live in reasonably priced homes. The average income is midscale and most residents in this grouping own their homes.

I found my predictions to perfectly describe my community. I felt like I was in the Blue-Chip Blues group my entire life. My family lived comfortably and worked hard for everything we owned. I attended Coon Rapid High School for all four years of my education and there was not a time that I didn’t feel like I was living in a diversity snow-globe which separated one group of people from another. Coon Rapids hallways separated each diverse group that attended that school and it made it extremely hard to accept that growing diversity when it was so segregated. I mingled with everyone throughout school but reading the description of my community sent me back to high school days, and how nearly half of the residents of the city are from a diverse background.

I have found that with the diversity in Coon Rapids and anywhere around our world have been created by God for a purpose. I firmly believe he places diversity into our lives because he wants us to celebrate all of God’s people. Even if Coon Rapids is a rapidly growing community of diverse people we need to understand and accept it because it is what God has wanted us to always do. I pondered for a long while the thoughts of my community as I explored the website. I thought about my high school days and how I have always grown up with diversity right in front of me. I don’t believe I ever took the time to embrace the fact that God has created so many different people and that he places difficulties and new experiences into our lives to we may embrace them rather than judge them.

Overall, I believe Coon Rapids will continue to grow and continue to become more diverse. I think as it becomes more diverse the people of the city will be able to learn to accept diversity and in the end it diversity will not separate one class from another.

        

Before taking the VALS 2 survey, I had always considered myself a motivated individual who loves different thrills in life. I love to experience new things, and I enjoy setting a goal and then striving to achieve it. I had never taken the VALS 2 assessment before, but felt that it was able to read exactly the kind of person I considered myself.

I thought that some of the questions were goofy at first. Why would it matter if I want to know how the universe works, or why did they ask a few questions twice? I didn’t analyze the survey when I was taking it, but I was interested to get the results. After I submitted my survey my results showed that I possess a primary type of an “Experiencer” and a secondary type of an “Achiever” which provides a perfect description of me.

As an experiencer I am motivated by self-expression. A new product or fashion excites me, and I find enjoyment in variety like outdoor recreation, social activities, or new conversations. I relate the fact that I want to work in an environment that is new and exciting daily. One unfortunate part of being an experiencer is that I often do spend a large amount of my income on new fashions, entertainment and social events. I don’t place a large emphasis on looking good or material possession, as the survey says, but I do work hard to be able to compensate myself with nice things.

My secondary type, “Achiever”, explains my desire to achieve my goals. Since a young age I have always placed a large emphasis on having a goal-oriented lifestyle, while knowing my career and family will be two of the most important things I will achieve in my lifetime. I think this phrase in the achievers explanation explains me perfectly, “Achiever have goal-oriented lifestyle and a deep commitment to career and family. Their social lives reflect this focus and are structured around family, their place of worship and work.”

Bethel University, and numerous other colleges, could benefit greatly from using these assessments. One assessment really targets the community demographic and breaks down every area of family life, household income, purchases, places these demographics shop, and so on, into organized categories. The PRIZM survey allows for marketers of these colleges to target exactly what they’re looking for while altering their marketing efforts to fit other demographics that are in the same area. These universities can learn effective marketing tactics by using the PRIZM survey site to hone in on characteristics that will make their tactics successful while expanding their overall new-student demographic areas just by using this site.

The VALS 2 survey site is great for the universities because of its consulting and consumer research service that it provides. It allows Bethel and other universities to connect with consumers on a greater level because of the sites richly textured profiles. Since the survey provides current research that focuses on how consumers around the world make decisions about their lives, the universities will be able tailor their marketing efforts based on the results of the survey.

Overall, both surveys provide excellent information into the lives of consumers and their habits and/or choices. We can use these surveys to gain insight into how we develop marketing tactics. These surveys can allow us to create successful marketing tactics based on the results of the demographic survey as well as the VALS 2 survey.

Volkswagon Beetle? Nope! A Volkswagon Tiguan!

When I entered the Volkswagen I was greatly attracted to their initial layout. They had the information that all consumers desire to know upfront (pricing, APR, where to find a dealer) as well as a picture of their featured vehicle. They identify that the customer wants a low price purchase as well as an efficient and marketable vehicle. The website offers links at the bottom of their page to view their carefree maintenance details, their new 2011 vehicle (the Touareg Hybrid) as well as options for upgraded audio systems. One thing that stood out to me was the ‘blog’ link that the website offered. For each model of vehicle VW set up a blog so consumers can post their opinions and feedback from a vehicle allowing prospective consumers to hear from real people who have had experience with the vehicle. Overall, the Volkswagen website was appealing to me.

I have recently seen an increase in the Volkswagens on the road. I saw the Tiguan earlier this year and I had taken an interest in it, so when this MEAN was assigned I decided I would build my own Tiguan. I started by clicking on the “Build and Price” link. I was redirected to site where it asked me what model I want to continue with (see below) and I clicked on the Tiguan. I decided to go with the SE model and the color black. The company definitely catered to my desire to have options. I was able to choose from six different colors for the Tiguan, four different kinds of wheels, two types of interior (leather or cloth), the choice to have a trailer hitch and also gave me the option to add a sunroof. Volkswagen gave me many options to design my vehicle and gave me a detailed summary of what I had just created. When I was finished creating my custom Tiguan I clicked on “Summary” and it gave me full details of what I had just created. It started with the name and model (Tiguan SE) and went into what type of engine (200 hp, 6 speed automatic) and gave me the drive terrain (all wheel drive). The summary also included the base price, how much my added selections were, my destination charge and the overall price. The final detail asked me if I wanted to talk to a dealer and request a test drive of my custom Tiguan.

 The website gave me numerous options for different areas of the vehicle. It gave me nine different models to choose from at the start.

When I was finished creating my custom Tinguan I was given a detailed summary of what I had just created. The summary included the price of all the additional ammenities as well as the final price.

I thought the website appealed to my desires for custom features in my vehicle. I liked that it gave you numerous options for every aspect of the vehicle (color, interior, sunroof, etc.) and gave me a detailed summary of what I had created which included the choice to contact a dealer. Overall, the website was greatly appealing and if I could afford a $30,000+ dollar vehicle I would have purchased what I created.

You can build your own Volkswagen at www.VW.com!

Blessings,

Tiffany

A Savvy Shopper or an Episode of Hoarding? Extreme Couponing on TLC.

If you see a woman (or man) with three shopping carts filled to the top, whatever you do, I advise that you DO NOT get in the checkout line behind this person.

These hard-core couponing professionals are in it to win it - for free, and if there is a way to get free .. they will. TLC has taken the faulty economy and the need for consumers to save money to exploit the high-level couponing society. TLC aired its new series pilot, Extreme Couponing, on December 29, 2010 and over 2.1 million viewers tuned in (TLC). The show follows “savvy” shoppers as they plan, organize and plot their way to remarkable discounts. Extreme Couponers plan their shocking execution, showcase their insane stockpiles and demonstrate their dramatic (and time consuming) coupon clipping skills. You can see purchases from 1,000 tubes of toothpaste to 190 boxes of diapers for someone who doesn’t have children. Basically, I find that these couponers could be classified as hoarders.. or nuts. The happiest day in one of the couponer’s life was when her husband purchased her a binder for her birthday that could keep her coupons organized by grocery-store aisle.

These “Extreme Couponers” plot their grocery shopping trips like it was a plan of attack against foreign forces and, in the shoppers’ eyes, the enemy is the dollar bill. These couponers will gather their shopping posse and fill three to four shopping carts at the same time. Then they test the patience and amiability of the cashiers by having them ring up hundreds (I mean HUNDREDS) of coupons to ring in their discounts. These couponers receive hundreds to thousands of dollars worth of merchandise for as little as $3, $5 or $10 and these discounts are often followed by applause from the onlookers of normal grocery shoppers who wishes they had all those coupons. The shoppers start with a budget, often far below what we think is humanly possible, and vow that they WILL NOT exceed that budget, and when the total rings up, after all coupons are calculated, below their budget like planned their body flows with surges of adrenaline which can be felt throughout the television world.

Extreme Couponing is not just a mom or dad task but has been turned into a family affair. The coupon clippers will bribe their children into helping them clip the coupons and pay them as much as a dollar per coupon. Doesn’t that defeat the purpose of savings? The show is - as said to be - EXTREME. These enthusiastic couponers that are featured on the show end up having to rearrange their homes, children’s rooms, garages, vehicles and entire lives to make room for their mounds of toothpaste, shampoo, peanut butter, canned soup and toilet paper that they are stockpiling.. or hoarding. I mean, what will one family that has 4 boys and 1 female do with 10,000 rolls of Charmin toilet paper??! With the economy in its declining state we have all adapted to the fact that we can save money buying in bulk, but this kind of “bulk buying” is like shopping in anticipation of the world’s end.

One of the shoppers on the show, Tiffany Ivansky, said that she often feels like her home’s walls are caving in because the stockpiles have taken up so much of her living space. Her stockpiles have consumed all of the home’s bedrooms, bathrooms and the basement. Her stockpiles even branch as far as under her children’s beds. Tiffany says that couponing is a great part-time job (2-3 hours a week) and she saves close to $1,000 a month on toiletries and groceries thanks to her extreme coupon clipping measures (Coffey). Is this part-time job clipping coupons, paying your child $1 per coupon clipped and hoarding stockpiles that consume the entire house a money saving effort or apocalypse preparation?

While watching this show I wonder what these women (and few males) are thinking as they continue to add to their stockpiles. I mean, what will someone do with 1,000 tubes of toothpaste weighing close to 400 pounds? Well, as the couponers have explained, their thinking goes like this: you only want to buy an item when it is on sale; you combine the sale of the item with a coupon so it can be doubled in value AND use the manufacturer coupon so the store actually ends up owing you money by the time the transaction is over. Take all four carts of groceries home, unpack them and begin clipping coupons all over. Shoppers have also expressed how social media has changed their shopping ways. Companies are trying to convert to paperless coupons which allow consumers to reap the benefits of Facebook, internet blogs as well as numerous deals online. It is not just paper these shoppers are clipping but they are expanding the social network of the coupon world.

In marketing we have learned that coupons are a sales promotion for companies to get consumers to purchase their product. I wonder if this show has led manufacturers and retails to think twice about how many coupons they want to offer consumers. Could Extreme Couponing lead to end of coupons for eternity? Probably not, but I think it will be a new trend for all those viewers watching. Bring on the Sunday ads!

Below is a clip of the show. See for yourself how serious these shoppers take their coupons!

I think I might go clip some coupons! Happy Shopping!

Tiffany

Source: TLC/ExtremeCouponing

Celebrity Endorsements: Product Promotion and Elite Status

Celebrity endorsements have become profitable and plentiful in our growing media society and it seems like all companies, even random ones, want to get in on the action.

Some of these promotional ad deals are obvious fits, like a woman for a MAC commercial (Nicki Minaj) and Joe Mauer for Kemps (strong bones for a MVP) but others leave us confused and questioning the marketing tactics that these companies are trying to use.

Some of these endorsement deals feature happy reality stars that are gawking at the featured product. They are getting a chance to make a quick million bucks but the borrowing of their famous names comes with ridicule depending on the product.

When I think of Jamie Lee Curtis I automatically think about digestive regularity. Activia has provided Curtis with a financial boost to the career which had been lagging in certain spots but also gives the consumers an image of a woman who can go to the bathroom regularly thanks to her yogurt. See Below.

I Can’t Believe It’s Not Butter.. Something you put on your toast or something to get down disco-style in the refrigerator aisle? Well, Megan Mullally finds it best used as a dance partner compared to a toast condiment. Her greatest role was playing Karen Walker on ‘Will and Grace’ but she was signed on to get down with the butter with a goal of increasing sales. Dancing and butter? Maybe the company is trying to promote exercise after consuming fat. See Megan’s commercial below.

One celebrity endorsement that found me questioning my desire to purchase celebrity endorsed products was Claire Danes for Latisse. Claire Danes is serious about her acting career, but now she is serious about long eyelashes. She is a multiple Golden Globe winner and teen actress who is now the face of Latisse. I used to want to purchase this product when “normal” people were endorsing it because I trusted in their proven results and credible references, but after a big-time celebrity who can get fake eyelashes with the call of her make-up artist started the endorsement I realized that maybe this product is not as legit as I thought. See Claire’s video for Latisse below.

Do I think celebrity endorsements change consumer behavior? Absolutely. Consumers see the rich and famous endorse a product and don’t think twice about the millions of dollars these celebrities were paid to pretend to use the product (some may but in reality celebrities don’t eat carbs or butter). When you see a product on a commercial or in an ad you automatically want to be like the people representing the product. So, what do you do? You go to the store or research it online, follow the reviews and then purchase it. If it wasn’t for the celebrity catching your attention you would have most likely changed the channel or have not added it to your list of things to purchase. As much as we dislike it, as much as we want to tell ourselves that celebrities don’t make the different, the reality is they do. We want to live lives like the rich and famous, be regular like Jamie Lee Curtis or have amazing, long lashes like Claire Dunes. By using these celebrities as a form of “product placement” they are able to make the viewers feel as if they too can be part of the fabulous celebrity life. Just think companies like Kemps are even signing endorsement deals for celebrities’ moms. Joe Mauer’s mom, Theresa, is currently the face of Kemps (along with her son). By using celebrity endorsements consumers are made to feel less adequate about themselves while watching these commercials. Consumers then have the thought that by purchasing and using the product like these celebrities are advocating they will feel better about themselves. Celebrity endorsements are a marketing campaign for thousands of companies across the world and as the growing demand for elite status and self worth increase so will the celebrity endorsements.

If you take the time to look at old celebrity commercials you will find them extremely amusing. Below are two commercials, one endorsement by Johnny Cash for Taco Bell and the second is a McDonald’s commercial endorsed by Michael Jackson. See how much commercials and celebrity involvement has changed.

 

Blessings,

Tiffany

Legality of Slotting Allowances: Why and Who Does It Hurt?

MEAN4b:  Research Slotting Allowances and Failure fees using Google Scholar and Google.  Create a discussion of the ethics/legality of this practice.  Why does it exist?  Whom does it hurt?            

When this MEAN was assigned I wasn’t really sure what slotting allowances were, but the fact that the question was on ethics and legality sparked my attention. I find the most interesting topics in business to involve ethics and legal practices. Well, with some research and Google Scholar my findings showed that slotting allowances are “lump-sum advance payments made by manufacturers to retailers for stocking their new products” (Sullivan) Slotting allowances are a semi-new concept since they did not exist prior to 1984, but are currently an important component in agreements on pricing and promotions between a manufacturer and retailer. They have been the topic of much discussion because some say that they are illegal and leading us to a monopolistic market-structure.

Slotting allowances can be traced back to the 1980’s. The grocer industry first started giving retail grocers more power to control their suppliers while manufacturers had overwhelmed their grocers with new products. This is when grocers had required some of their manufactures to make cash payments if they wanted access to the stores shelf space to display their new product. It was in 1987 that the estimated trade promotion budget of grocery manufacturers was $6-9 billion. (Cannon) According to the FTC report (2003), the average amount of slotting allowances per item per retailer and per metropolitan area range from $2,313 to $21,768 depending on the retailer and the area. As far back as 1987, Advertising Age claimed that some large retail chains charge “upward of $100,000 for each product stocked.” I thought we lived in an oligopoly? Obviously businesses have the authority to begin the stages of converting our oligopoly to a monopoly.

Looking at the power that slotting allowance has on retailers and manufacturers, these private negations create barriers for small manufacturers compared to larger ones. It has been discussed that these negations between retailers and large manufacturers make it more difficult for smaller manufacturers to obtain shelf space because they are unable to pay slotting allowances. The retailers can then exclude the smaller manufacturers which only end up monopolizing the overall market. Not only can slotting allowances lead to monopolization of the market but it can create a more distinguished outline of price discrimination, which would favor the large and dominant buyers over smaller ones. Slotting allowances gives large grocery chains the ability to take the funds they have obtained from the large manufacturers and finance competitive behavior that could ultimately kill small retailers. If these things were to take place because of slotting allowances the consumers would end up suffering the most. Grocery prices would increase or the inventory of goods within each store would greatly diminish.

Even though slotting allowances create a fear that these negations will lead to a monopolistic economy, they do however create positive aspects for retailers. Slotting allowances help to locate and fill scarce shelf space, balance the risk of product failure between the retailer and manufacturer, allow the manufacturer to gain private information about the impending success of their new product and help to expand a manufacturer’s retail distribution by alleviating any retail competition. All of these aspects, which have been inspected by the Federate Trade Commission, were considered in the FTC’s decision on whether or not to completely ban slotting allowances. Much to my surprise slotting allowances are being used in numerous categories; including, dry groceries, household maintenance products, snacks and beverages while deli, product and fresh meats and fish are only using “light” slotting allowances. This is shocking when the entire industry is comprised of these few categories. We think about a retail environment that encompasses one to two manufacturers that produce a single product each and one to two retailers that may carry one, both or neither or these products. The desire to be the most shopped at retailer and most bought out manufacturer create a great need by retailers, and manufacturers to participate in slotting allowances.

After reading the background and legality of this practice, I had found that this system is almost “black market” type. There is a little systematic data that can be found on Slotting Allowances because these transactions between manufacturer and retailer are negotiated privately and the firm involved does not report these transactions. I don’t find this system to be legal in anyway. Retailers can require large payments by manufacturers for shelf space, large manufacturers can out-buy small manufacturers for shelf space, small retailers diminish because they can’t compete with the slotting allowances by large retailers and the consumers’ are the ones who end up suffering. If we want to continue to live in an oligopoly market structure then sooner or later we must regulate slotting allowances.

The question that one might ask about these agreements taking place is do they violate the antitrust laws? The answer is no. Since the FTC has semi-regulated the negations which, by law, makes slotting allowances legal. From an outsider's view I find that slotting allowances needs to be reexamined as to if it truly does not violate antitrust laws before our market has gone monopolistic. The people and decisions that make up a successful economy are the consumers and smart business practices. If the retailers and manufacturers are not participating in ethical business practices (charging one manufacturer for shelf spaced based on their size compared to charging another manufacturer a different price based on size) then the consumers end up being able to purchase these retailers good ultimately causing the economy to suffer. Next time you are at a grocery store and you pick up an item off the shelf think about how much a manufacturer just paid to have their product sitting on that shelf.

If you are looking for a great article on the controversy of slottign allowances I attached one below.
http://www.ftc.gov/bc/slotting/comments/009christopherjmacavoy.pdf

Happy Shopping!
Tiffany

Sources:

Kuksov, Dmitri, Pazgal, Amit. "The Effects of Costs and Competition on Slotting Allowances" Washington University in St. Louis. July 2005.

Are Slotting Allowances Legal under the Antitrust Laws?

Joseph P. Cannon and Paul N. Bloom. Journal of Public Policy & Marketing
Vol. 10, No. 1 (Spring, 1991), pp. 167-186

Can You Really Find a Deal Through Online Reservations?

MEAN3b:  Find the very best ticket price you can for Rome Italy or  Hong Kong for the week after school gets out.  Compare the online reservations systems. Once you have found your best price, find an article on “yield management” in the airline industry and explain why a seat on the same airline might range from $150 to $2000 depending on when you bought your ticket. Explain this to a skeptic in one clear and cogent paragraph.  Finally, using “yield management,” how would you change the way the typical movie theater prices movie tickets?

I have always wanted to travel to Italy so I was rather interested to search for the cheapest ticket, little did I know how many travel websites there truly were. You often hear of Expedia and Priceline but what about EuroFlights or Destination360? I had never heard of those before this assignment and was shocked at the differences in prices between the numerous travel websites I explored. I searched approximately travel websites and ended up finding the best deal (if you can call it a deal) at CheapAir.com with my ticket price (for 2 stops) being $1,293.00 on United Airlines and the most expensive ticket through Priceline.com with the ticket  cost at $3,058.00 on Air France. These prices were flabergasting compared to when I first examined prices to Rome at the beginning of March because tickets were significantly less. I hadn’t created my MEAN assignment yet but I could have gotten a ticket to Rome for under $1,000. Just a few weeks later ticket prices have gone up almost $400.00. These differences in ticket prices are due to the desire of the airline to maximize its revenues or profits. This is referred to as revenue management, or more often yield management.

Yield Management works like this: an airline sells the right seat to the desired right customer, at the right time and for the right location. The key for each airline is to find a tradeoff between the selling of the ticket at discount price in order to completely fill up the place and selling the ticket at the full fare price and only filling up a portion of the plane. This process requires the airline to involve consumer behavior as well as gathering past data analysis. This process overall becomes extremely difficult to follow. Using yield management airlines are able to segment its market into different passenger categories. With this said, we must acknowledge that the airlines are seeking to find a balance between the business person who needs a ticket now verses the price-sensitive consumer who waits for the best deal. One customer is willing to pay a higher fare in exchange for the flexibility of the ticket (schedule change, cancellation option, etc.) whereas the other will give up some flexibility if they are able to get the cheaper ticket. Since airline seats are perishable items (once a flight takes off the unfilled seats will never be filled causing those seats to be lost revenue. These strategies allow airlines to fill seats that may in a different case be empty.  Yield management also gives an airline the opportunity to operate a large variety of different fares which can enhance the attractiveness that an airline can have on its consumer.

The movie theatre industry adopted revenue management (yield management) as a primary business practice. Revenue management has been successfully adapted into numerous business in recent years including the movie theatre industry with its perishable product, limited capacity and time-sensitive business. Movie theaters have reduced prices before 6 pm and have done so to stimulate the demand during the lower demand times. In all the years it has been a discount price before 6 pm I am almost positive I have never seen a movie earlier than that. I understand the movie theaters are trying to segment their market but they are also loosing revenue. With the price of movies consumers have often stopped going or choose tow ait until it comes out in Red Box. To maximize profits and continue consumer loyalty, the movie industry should cut prices on older movies still in theatres and continue with current prices of new features. By lowering prices of older movies the consumer is ultimately saving money making them feel like their needs are being met. This gives the consumer more incentive to see new features and pay full price. The movie industry could develop multiple ticket market segments complement the usual approach by normal consumers.

By creating multiple price segments, discount and full price, the movie theatre industry revenue is met as well as the consumer demand. Movie theatres can offer full price tickets until show time and once the show has started offer a discounted rate. If there are empty seats in the movie, the theatre should want to fill them with discounted tickets since no one will be able to buy the same ticket at full price once the movie is over. I would also offer discounts on group rates such as double date, group dates, movie weekend, etc. which allow the movie industry to utilize revenue management and target the individually priced consumer market.

The ways to change current movie prices are endless. One theatre offers “old” feature movie tickets for $2.50 when a theatre just blocks away offers their cheapest ticket for $10.00. After reading different articles on yield management I have come to respect how businesses utilize this business tool to maximize profits. Movie theatres want to sell a ticket to the right customer, at the rice price at the right time and this is no different for the airline industry. It is a competitive market and large amounts of profits are awarded to those who get the customers first, even if that means increasing we have to donate our leg to buy a movie ticket.

Now, go see a movie! :o)
Tiffany

Sources: Voneche, Frederic. "Yield Management in the Airline Industry" Pg. 1-6. Google Scholar
Oberwetter, Robert. "Building Blockbuster Business" June 2001.

Getting Miss Minnesota to Join the Social Media Circuit

I have worked closely with the Miss Minnesota Organization for numerous years but never took the time to see if they had migrated over to certain types of social media. The social media that did exist for the Miss Minnesota Organization was a website, however; it was very low-key and was not maintained regularly. As I went back and viewed their old website, I noticed that they had not been on Facebook, did not have a Twitter account and had hardly completed any maintenance on their website in months. I was extremely surprised at this since this organization targeted age group is college-aged women and most information obtained in this day is via the internet. Below you can see two small clips of the organizations old website. It was bland and unappealing and a new design was greatly needed.

Here is a little background of the Miss Minnesota Organization. Miss Minnesota is part of the Miss America Organization. The Miss America organization is a scholarship program that offers over 45 million dollars in scholarships to women between the ages of 18-24.

Just by seeing that the targeted age group is 18-24 it is obvious that the best market to advertise to this age group is social media. The majority (if not all of the contestants) that are competing are in college and use the internet and social media as their primary means of communication.

As I interacted with this site I had noticed a sign telling viewers their website was under maintenance. I decided that I would take it upon myself to email to developer to see if the organization had migrated yet, and since it was under construction that it would be a great time to give them an idea to migrate if they have not already done so.

After a few emails with the developer it was discovered that the Miss Minnesota Organization does use Blogger as one of their social media outlets. Each Miss Minnesota is expected to write her blog weekly and to update all of the contestants and volunteers on her latest appearances, outings and community events she has done. I asked the developer if the organization used Twitter or Facebook to get their name and advertising out to the social media world. The developer, Nicole, explained that they had just recently started a Facebook page and already had 703 “Likes” and the numbers were rapidly increasing. She said that is where they ask all local titleholders, volunteers, directors and any members of the communities around Minnesota that see a titleholder at an appearance or event to update the page or tag them in the photos and/or posts.

After talking with Nicole I went to the Facebook page myself. The minute you click on the page it catches your eye. I was eagerly surprised to find how interesting the page was. There are people from all over the state that post pictures, blogs, current schedules, event schedules and anything having to do with their title on the page. It is not just a page about Miss Minnesota but a collaboration of all the local titleholders across the state. I found all their tabs on the page (info, photos, notes, events, appearance request and calendar) were all updated regularly. Their “photo” section was updated almost daily with new pictures of Miss Minnesota, includes a picture of each local titleholder that will be competing in Miss Minnesota in June, as well as Miss America pictures and community events that have happened across the state. Overall, I was extremely impressed with the first impression, look, the layout and how informative their page was. It definitely was much more appealing then the organizations website.

In my emails with Nicole I had suggested that the organization creates a Twitter. I had explained the idea of getting the Twitter link on their Facebook page would increase exposure even more. Even if Miss Minnesota does not Tweet daily, it is still there for her followers to view on a regular basis. After a few emails back and forth Nicole had said the state board decided it was a good idea to create one and that the link would be included in their new website. Below you can see the Miss Minnesota Organization's new website. It is exciting and extremely appealing. It makes me want to venture each link of the website and find out more information about the program. Their new, eye-appealing website makes more people want to view and increases their overall exposure!

I had never taken the time to really investigate whether organizations and companies I am a follower of have social media until the MEAN notebook had been assigned. I never realized how crucial social media is in today’s society. For every business that runs their ads on paper or via billboards there is five more businesses in the same industry running their advertising and networking on social media. Since the basic way of communication in society is electronic and via the internet it is in a company’s best interest to develop their business advertising over social networking.

I found a great quote by Jay Baer that, in my opinion, sums up the outlook on social networking. She states, “Social media changes the relationship between companies and customers form master and servant, to peer to peer.” (www.convinceandconvert.com) Businesses are able to use social media to make their consumers and followers feel that they are not only a part of the business, but that they matter enough to be informed on new updates regularly.

What businesses have you come across that are lacking in the social media category? Keep this is mind next time you explore businesses. See if you can make suggestions to help them better their interaction with social media.

Blessings,

Tiffany