Selling Mental Stability

By: Caleb Lothian

The brain is a powerful thing. It is the center of understanding, thought, decision but also the hub of depression, fear, nervousness, and loneliness. Marketing can have a positive and negative affect on one’s psychological stability. Marketing managers play with both your physical and psychological needs. They make you believe, psychologically, that you need something to either suit a physical need or desire. To attack the mind of consumers is the main focus when marketing.

http://marketing-strategy-management.com/2010/04/coupling-marketing-with-psychology/

Maslow’s Hierarchy of Needs is the perfect break down of psychological marketing. Our culture is driven by these five levels.

If you truly think about it, marketing, is a combination of both art and science. It’s an art and gift to be able to manipulate the human brain into thinking they need something when in reality they just want it. Marketing will surely never die, it is the main source of communication between the producers and consumers; but, it also is a main source that yields depression and a lack of psychological stability within consumers.

Guy Winch, a psychologist, performed an amazing Ted Talk called “How to practice emotional hygiene.” While watching and listening to what he had to say, I couldn’t help but make connections to what we have learned thus far in Marketing class. He started off by explaining that we as individuals show massive amounts of favoritism. The worst of all being physical over psychological health and well-being.  He is not saying that we should completely ignore our physical status or health, rather, finding a happy medium between your mind and your body. Mr. Winch used a great example to explain this further. He went over to one of his friends’ houses for dinner. After dinner he witnessed his friend’s five year old son slip and cut his knee while falling off of a stool he was standing on when brushing his teeth. The little boy immediately stood back on the stool and reached for a band-aide. The point of this story was that we all know how to care for a physical injury, or how to perform dental hygiene. It becomes common knowledge at a young age. Guy Winch then asks, “But, what do we know about maintaining our psychological health........Nothing.” We are taught how and encouraged to care for our physical needs, so why not the same for our psychological needs?   

https://www.linkedin.com/pulse/13-tips-your-mental-physical-health-entrepreneur-alexa-ahrem

This is similar to what we see on the television, in magazines, billboards, etc. We are always and constantly encouraged to provide for our physical well-being and desires, it is learned at a young age. An example would be when companies use pro athletes and/or models to make their product more appealing. This may be more appealing to the consumers but it can also simultaneously have a reverse reaction and negatively affect your mental state. For example, after purchasing a product that you see a model using/wearing, you realize that it doesn’t look as good on you; therefore, causing negative thoughts such as “I can never be that good, I can never look that good, etc.” Failure then sets in, which leads to psychological pain. These thoughts damage your psychological security and soon add up due to our lack of treating and caring for our psychological health. The amazing part is that we continue to strive and be like someone that we will never be because of the power of marketing.

https://www.pinterest.com/pin/513199320011652986/

The share a coke campaign is an example of marketing schemes that could go in either direction. It can be argued that this campaign is targeting individuals love and belonging needs as listed in Maslow’s chart. This image and the commercials associated with this campaign promote friendship. You not only have a friend in coke but you have a product that can create a friendship or connection with other consumers. On the other hand any commercial dealing with sharing, love, and friendship can further damage the mental state of an individual who was already currently struggling with depression and loneliness. This sense of loneliness creates a sensitive psychological wound. Guy Winch says it best, “it makes us believe that others around us care far less than they actually do. It makes us timid, why set yourself up for rejection?” Everyone’s needs, either physical or psychological, can’t be met and marketing will forever target our cognitive and subjective needs and desires. These are unavoidable because the point of marketing is to stimulate thought and motivate human behavior.

To see Guy Winch’s Ted Talk click on the link below:

https://www.youtube.com/watch?v=rni41c9iq54

The Evolution of ARMOR

By: Caleb Lothian

Protection and Preparation are two main concerns when entering battle. What better way for an athlete to attain these two components than through a 16 ounce bottle of Body Armor, a premium sports drink packed with Electrolytes + Vitamins + Coconut Water + Natural Flavors, Colors & Sweeteners.

http://allbeacheverything.blogspot.com/2013/11/product-review-body-armor-sports-drink.html

Competition is something in life that cannot be avoided. In order to keep pace with societies fast pace, companies must make bold yet vital decisions in order to properly position their products. Success follows proper placement of one’s company, brand, or trade name within the minds of the consumers in comparison to competitor’s products throughout the market. Where would you want your product to stand in the minds of the consumers?

http://www.bevnet.com/magazine/issue/2014/bodyarmors-sporting-chance

Body Armor is doing their best to encourage consumers to transition from competitor’s products to their new and improved sports drink. One could argue that Body Armor is carrying out cannibalism. There is conceivably 2 well known sports drinks out there that dominate the sports drink Market. Therefore, an oligopoly has been created by Gatorade and PowerAde causing an increase in customer value. This involves the addition of new products, Body Armor, into the market. The question is then raised whether or not this new product is stealing from the customer base of pre-existing companies and their products. Personally, I think Body Armor is a rising threat to the market share of powerhouses such as Gatorade and PowerAde. I myself have transitioned to Body Armor. Why? This is due to the marketing actions of Body Armor. They endorse the nutritional value and components of the drink through the use of branding and professional advocacy.

Take a look for yourself, watch Body Armor’s commercial, and tell me you wouldn’t make the change!

https://www.youtube.com/watch?v=BRKbcWGkw1I

Evolution is their focus throughout the entirety of this commercial. Evolution promotes progression and innovation. This commercial is divided into two separate parts; a comparison between the past and the present. In the past there was a lack of protection, preparation, diversity, and nutrition. Many examples of this can be found within the beginning of this commercial, but, I wanted to point out a clever scene that Body Armor snuck in. As I previously mentioned, Gatorade is one of Body Armor’s biggest competitors/threats. So, why not take a little friendly jab at your competition? At the 8 second mark in the commercial we see Rob Gronkowski (current Patriots TE), act as what I understood to be a Florida Gators football player accepting a drink from what also seemed to be a reproduction of the creator of Gatorade found in Gatorade commercials.

                                                                                        Body Armor Commercial                                                                                                    

 https://www.youtube.com/watch?v=BRKbcWGkw1I  

 Gatorade at Florida University

https://en.wikipedia.org/wiki/Gatorade

This is one of the most effective pieces to this commercial. The narrator of the Body Armor says, “We only drank what they gave us” during the scene with Rob Gronkowski and the Dr. of Gatorade look alike. This suggests that Gatorade made it big because it was one of a kind during that time and it’s now time to leave the past behind and convert to a drink of our time……. BODY ARMOR!

 The transition in the commercial shifts to our modern day look at sports when a new and intense narrator says, “That was then, and this is now!” There was not only a change in the music and narrator but also the ambiance and impression that was felt when watching the commercial. Today is more intense, upgrades have been made and evolution within sport has taken place. The overlying question that Body Armor now presents the consumers with is, “isn’t it time for an upgrade in sports drinks?” Times have changed and today, “we demand better and are obsessed with what we put in our bodies.” Body Armor focuses on providing consumers with what they desire, a natural and healthy supplement for the unhealthy choices in our market today.

http://thischattanoogamommysaves.com/bodyarmor-a-new-twist-on-traditional-sports-drinks-upgradeyoursportsdrink/

Body Armor wants to revolutionize the sports drink. Sports and athletes have evolved so their energy source (sports drink) should too. This creative and well-designed bottle is attractive and stands out among its competitors. Not only is the bottle enticing but it holds a savory and flavorful energy packed drink that comes in 6 different flavors to appeal to a broader market.

http://www.lacrosseplayground.com/bodyarmor-the-all-natural-superdrink/

CHUNKY Marketing

BY: Caleb Lothian

Soup, a warm liquid like substance that is usually associated with comfort, warmth, and relaxation. This is the commonly known rationale when distinguishing whether or not an individual wants soup. When you’re cold what is a great, quick, and easy snack to have? Soup. When all you want to do is curl up on the couch on a cool fall day and feel comfortable, what do you desire? Soup. But, how would a soup company broaden their market and reach out to individuals who define soup as a stoic and wimpy food choice? Campbell’s Soup Company found the answer, just toss “CHUNKY” on the label.

http://domesticdivascoupons.com/campbells-chunky-soup-coupon-41814/

“CHUNKY” soup products were only a piece to the puzzle. The most important element of a successful product is its promotion and advertising. How would Campbell’s promote this product in order to stimulate sales? In 1997, Campbell’s soup signed a contract that would bring their company to new heights. They incorporated the NFL and its players into their advertisements and became an official sponsor of the NFL. A sponsorship with the NFL means a long time deal, this allowed Campbell’s to create a marketing plan. Known as, “a road map for the marketing actions of an organization for a specified future time period, such as one year or five years” (pg. 32, Twelfth Edition Marketing). The promoters were not just any average player from the NFL, they were and are big name guys like Michael Vick, Clay Mathews, and many more. So, what does this connection do for Campbell’s soup? This sponsorship places Campbell’s Chunky soup in the same category as wings, beer, and chips n’ dip. Seeing a commercial of Chunky soup while watching football stimulates your mind and creates a desire for that hearty soup. Supporters of the NFL who see these commercials are now more apt to go out and buy Campbell’s Chunky soup due to the fact that their favorite players have “approved”. Let’s take a look at one of the many commercials that have been aired on national television starring an NFL great, their mother, and the filling, Chunky Campbell’s Soup.

https://www.youtube.com/watch?v=pb2mprrfBsQ

This video was one of many that incorporated stars such as Clay Matthews and his mother to promote Chunky soup through a clever marketing tactic known as the “Mama’s Boys” campaign.

At the beginning of the video, we see Clay Matthews sitting in his stall preparing for a big game. All of a sudden his mom opens a hidden door located in the back of his stall and tells Clay to come into her “mom cave”. Here we find a clever replacement of words: Campbell’s and the NFL take what is commonly known as a man cave and change it around to create a stronger connection for mothers by including a mom cave. This is performed in order to increase the fortitude and network of the “Mama’s Boys” campaign.  

http://magazine.athlonsports.com/publication/?i=184494&p=3

As the video continues, Clay’s mother sits him down and hands him a bowl of Campbell’s NEW Chunky Cheeseburger soup. This scene promotes the wide variety of Chunky flavors. This shows that Campbell’s is utilizing product line extension; “an incremental improvement of an existing product line the company already sells” (pg. 253, Twelfth Edition Marketing). The addition of Chunky soup to Campbell’s existing soup line contains potential benefits but at the same time has the danger of an increase in advertising and production costs with the risk of Chunky soup and the Mama’s Boys campaign being a bust. However, having a wide variety of flavors appeals to a broader market and a broader market yields greater sales and higher profits.

Campbell’s does an excellent job of incorporating the Campbell’s can/logo throughout the progression of the video. As the camera scans the room and Clay’s mother hands him the soup, there is a shelf in the background that is full of not only Chunky soup products but other Campbell’s soups as well. It can be argued that Campbell’s is using a subliminal message due to the fact that the soup on the shelf may have sent you a message without your knowledge of it, but your subconscious may have picked up on it. That may be a stretch, but it could vary from viewer to viewer.  

One of the most significant parts of the commercial is at the very end when the voice of Campbell’s soup states, “Campbell’s Chunky Soup, it fills you up right.” This is important because it promotes that not only is their Chunky soup good but it’s an adequate and complete meal. If it can prepare an NFL player for a big game then it can prepare and provide any consumer with a tasteful and filling feeling. As I have stated earlier, I feel as if soup, is usually known to be a prelude to the actual course when discussing meals. Campbell’s is advocating that all you need is a can of their Chunky soup in order for a quick and filling fix.  

Campbell’s doesn’t just have the players promoting the product, they also have created a program called “CLINK FOR CANS”.

http://www.nysportsjournalism.com/nfl-soups-up-60510/2010/6/6/campbells-soups-up-with-new-nfl-marketing-deal.html

“Clink for Cans” is a clever and benevolent promotion that satisfies those in need while at the same time publicizing a Campbell’s soup product. The efforts of Clink for Cans is to encourage consumers to vote for their favorite football team, and the winning team is rewarded with the ability to donate cans of Campbell’s soup to a charity of their choice. Campbell’s Soup is doing a good deed but also playing with the heart-strings of the consumers to gain market share. Overall, Campbell’s has done an excellent job in terms of marketing to label themselves as a powerhouse in the soup industry.

Is GREATNESS an Illusion?

-Caleb Lothian-

Often we incorporate greatness with those who achieve immense and tremendous things. We have created a visualization and stigma of greatness that it is an illusion for most and a gift for few. Nutrition does not just stand for physical health but also mental and psychological stability. An individual can increase their health and nutrition through the simple act of altering their thoughts and expanding their personal expectations. Is it hearty for your mental stability to envision greatness as something that will always be a vision rather than a reality? It is time to close the gap between the common perceptions of greatness being out of reach for individuals who were not blessed with the ‘ability’ to do great things and an individual’s actual potential. 

https://www.pinterest.com/pin/434527064016950934/                                                                                https://www.pinterest.com/explore/nike-inspiration/

Who better to do so, none other than the marketing and advertising powerhouse, NIKE? It is common knowledge that Nike does an astonishing job with their marketing tactics. Just in these two pictures above they used a combined 21 words that create a drive that makes you want to concur the world. Inspiration can be found within any slogan or saying of Nike. Their well-known “JUST DO IT” slogan is short and sweet but bold and dignifying. But, what do these two photos have in common? Look beyond the words and the iconic Nike swoosh and you will find two athletic and physically healthy individuals. How can this speak to individuals who truly need inspiration? How will it touch the hearts of individuals who are looking to turn their lives around and battle depression, loneliness, failure, and emotional pain? It’s easy to say………

  https://thackeraytroy.wordpress.com/

https://skinnypinkninja.wordpress.com/tag/nike-advertising/

These sayings are catchy and do invoke a level of drive and compete but does it reach out to those who are struggling to sufficiently meet their psychological needs? Is this a proper form of motivating an individual sitting on their couch, battling depression? No. There are many individuals say that those who are struggling with depression need to grow up and shake it off. A successful psychologist, Guy Winch, says, “telling a person with depression to ‘shake it off, it’s all in your head’ is like walking up to an individual with a broken leg and saying, ‘shake it off, it’s all in your leg’” (https://www.youtube.com/watch?v=F2hc2FLOdhI). The point is, is that Nike understands everyone needs something a little different to get them going. Not everyone is the same, and some struggle more than others. Nike has recently made strides toward touching the hearts, minds, and souls of this crowd. Their inspiration campaign is different from anything they have ever done. Why? It captures a sense of faith and hope that touches us all. Below is an example of an advertisement within Nike’s inspiration campaign.

  https://www.youtube.com/watch?v=2JnYcuRW_qo

Let’s break it down and see why this ad was a success for the marketing of Nike products. There is no specific product that is being marketed. Rather it’s a lifestyle that Nike is promoting. A life of well-being and inspiration that touches the hearts and minds of us all but especially those in need of revelation.

http://www.forbes.com/sites/michellegreenwald/2014/07/10/secrets-of-7-of-the-most-effective-ad-campaigns/

This is a still image of the video above. What’s the significance of the road that this individual is jogging along? Is there any significance to it or is it just an average road that Nike randomly selected? There is a reason for everything that a marketer incorporates in advertisements and commercials.

You can see neither the starting line nor the finish line for this runner. At the beginning of this commercial you can’t quite see the individual that will eventually become closer and closer to the viewer. This symbolizes the individuals past. I believe that Nike is trying to promote that it does not matter where you come from whether good or bad. You can use your past to push you but it is not your past that should determine your future or your potential for greatness. Greatness is something that you create, it is something that you find within yourself. There is no predetermined greatness. It can come in many different forms. Do not tell yourself that you cannot be great because of where you come from. What’s great about the past is that it is in the past. It seems as if the road the young boy is running on is endless. The endless road embodies and individuals endless potential for greatness. The road isn’t a perfect and smooth road. There are cracks, bumps, and fade marks that illustrate the struggles one may face in life. These difficulties and imperfections don’t define someone or something; rather, they epitomize what the hits you have been able to take and keep moving forward.

The most powerful part of this commercial is the individual Nike chose to have running. It isn’t a well-known athlete or the most physically healthy/athletic individual, this goes along with their message that greatness isn’t something that only a select few are welcome to. “Greatness isn’t just some rare DNA strand, it’s not some precious thing. Greatness is no more unique to us than breathing. We are ALL capable of it, ALL OF US”.

 https://www.pinterest.com/iwantcandy88/nike-posters-inspiration/

24/7 Calories, Love, and Happiness

-Caleb Lothian-

You’re driving late at night and start to get that empty feeling in your stomach. You try and fight it but it just escalates to the point where all you can think of is food. What’s the first thing that comes to mind late at night? 

http://www.stuff.co.nz/auckland/local-news/7181200/Neighbours-slam-McDonalds-drive-thru

That’s right, 24/7 McDonalds! Why’s that you may ask? I think we all know the answer to that question. McDonalds is fast and easy as well as one of the only establishments where you can get a bite to eat at any point and time. How do we know that? The marketing strategy of McDonalds has been so successful that our minds immediately think of their 24-hour service. Not only is it 24-hour service but its quick, therefore, the delay in travel time will be minimal. Quick in today’s society is the equivalent to happiness and happiness is something that we equate to love. 

http://brandchannel.com/2012/08/08/mcdonalds-247-wooing-nocturnivores-to-breakfast-after-midnight/

Happiness and love is what McDonald’s focuses their marketing strategy around. I guess their attempt at playing with people’s heart strings is to cover up the high caloric intake an individual will consume when indulging on a Big Mac… but we will touch on that later on.

 The proof is in almost any piece of advertising McDonald’s has ever produced. Just search “McDonald’s Advertising” on YouTube and see what you find. Below I have uploaded the first 2 video links that appear.

https://www.youtube.com/watch?v=_0Yqyl2ZK7Q  - “Lonely Hearts TV Commercial”

https://www.youtube.com/watch?v=HCmh8cBjUeM  - “Pay with Lovin TV Commercial”

How do you feel after watching these two videos? A sense of love and happiness for loved ones is inevitable. But there is also an increase in your network between McDonalds and these emotions. Whenever you think of love and happiness, McDonald’s is hoping you think of them. It’s even embedded in their Slogan…

https://gdblogs.shu.ac.uk/b2004546/2014/02/07/my-brief-in-development/

When in reality, you may be “lovin” the flavor but your body isn’t “lovin” you…

http://www.polyvore.com/mcdonalds_im_lovin_it_photo/thing?id=7104382

My next question is why fast food has to be unhealthy food? Why do companies not challenge McDonald’s and provide 24-hour service with fast but nutritional and satisfying food? We complain about obesity levels around the world, especially in America, but companies aren’t doing what it takes in order to provide the consumers with options. Yes, I understand that an individual must be willing and committed to a healthier life style but maybe incorporating a fast food industry that is nutritional and healthy is one possible step in the right direction. The biggest problem with McDonald’s is that it’s incredibly unhealthy. On the other hand, as I have previously stated, its biggest strength is that it’s quick and easy. People know that what they are about to eat isn’t sufficient for their nutritional needs but they do it anyway. Why? Why do consumers still place this food in their body when the calorie count is even displayed on the menu?

https://orgatalyst.files.wordpress.com/2011/02/ml_mcdonalds.jpg

It’s because people today base their food choice on convenience and flavor rather than what’s healthy and what’s not. When have you ever seen someone walk into McDonald’s, look at the menu and say, “there are way too many calories in this food, I’m leaving”? My point exactly, McDonald’s and other fast-food chains are part of the equation that yield unhealthy life styles. After furthering my research, I found that 1 in 5 American deaths are caused by obesity. Here is an article that further discusses the issue of obesity.

http://www.medscape.com/viewarticle/809516

It’s amazing how a company can overtake an individual’s life, quite literally, and attract consumers to continuously harm their own bodies through poor nutrition. I applaud McDonald’s and other successful fast food chains for their marketing abilities. The Marketing of McDonald’s can, arguably, be placed in the same category as cigarette companies. Solely based upon their abilities to market a harmful product while at the same time receiving positive feedback through continued consumer support and sales. 

The Marketing Behind Supplements

 Marketing SUPPLEMENTS – Caleb Lothian

http://www.frugaa.com/stores/gnc/

There comes a time when an athlete, aspiring lifter or all around fitness fanatic decides to look beyond the refrigerator and food pantry in hopes of finding a "faster" and "quicker" way to build lean muscle. What stimulates these thoughts? The marketing behind the major supplement retailers such as GNC and the Vitamin Shop is your answer. First of all, I just want to point out that these stores (especially GNC) are not the right places to go with questions. Any athletic trainer for any athletic program will tell you that the GNC employees will fill your head with big words and random nutritional facts in order to get inside your wallet. As you can see, on most of the labeled supplements above, there are bold words such as “MASS” and “ADVANCED” or even “EXTREME”. What’s the purpose for this marketing strategy? To draw your attention to the more expensive and hot products on the shelf. I myself am an example of an individual who has fallen victim to the marketing of supplements. Who doesn’t want to be bigger, faster, and stronger? Watching commercials and seeing advertisements promoting supplements makes you want them more.

http://www.dubaifpc.com/pro_ifbb/frontend/articleView.php?idArt=25

Why? Because the actors within the commercials usually have the physique that you, whether male or female, are trying to embody. The above ad hints that the only way to live focused, live prepared, and live healthy is by incorporating GNC products into your diet. In order to jump high, stretch deep, and lift heavy a supplement is needed to push you that extra step. Take a look at one of GNC’s latest commercials promoting their new ‘Beyond Raw’ supplement lines.

https://youtu.be/00uw620xxIs

Now let’s break down what we just saw in that video. From the very beginning of the commercial I got a sense of the Rocky series. Waking up within the early hours of the morning, slamming down the alarm clock, tossing on some sweats, and taking off to the empty and eerie streets for what was imaged as one of the most badass runs of all time. But wait, we can’t forget the GNC Ravage pre workout drink that the actor pounded down in order to have energy and the juice to complete the run. The scene that GNC set throughout this commercial painted the picture that those who use GNC are big, bad, and tough. The cold morning air, fog in every direction and of course, running along the train tracks. What really topped this commercial off was the moment when he flicked on the lights in his warehouse gym and got to work. This man seemed determined and driven but not without yet another supplement shake half way through his lift. This tells the consumers that you need GNC supplements to keep pushing, and to hit that extra rep. I’m not saying that this commercial is bad, it is a smart and thoughtfully planned out tactic to get members within the fitness and athletic community to purchase their product. But who says you can’t get all you need out of regular and ordinary clean food. For a healthy diet that provides energy and stimulates growth, an individual just needs the proper amount of the 6 essential nutrients: Carbohydrates, Proteins, Fats, Vitamins, Minerals, and Water.

                   http://www.choosemyplate.gov/about

As I previously stated, I have fallen victim to the marketing of these supplements. I’m not saying it’s a bad thing, but you must keep an eye out for unhealthy amounts of caffeine and other potentially harmful ingredients. On a handful of these supplements, you can even find on the labels to consult a physician before consumption, but do you think many people do? No. Though it seems as if I have talked down about supplements I praise their marketing abilities. I’m hooked. It’s all a mind game now, I want to be above average and as you see below, GNC suggests that taking their product allows you to "BEAT AVERAGE".  I must have a protein shake and consume creatine in order to feel like my body is growing. Where do your thoughts fall on this subject? Do you believe a supplement is needed on top of a healthy diet in order to speed up the process of increasing strength and fitness abilities? Watch a few supplement commercials and see if you’re stimulated to try it. 

https://www.pinterest.com/AJC1170/ameliorate/