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The Joneses Assignment

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The Joneses

The movie The Joneses used the facade of a nuclear family to help promote and sell their products. I don’t believe the way they lived and presented themselves could be categorized under personal selling. Personal selling is a marketing technique that uses one-on-one interactions with an individual buyer to cater to his specific needs and preferences to complete a sale. The salesperson can gauge interest as he pitches his product or service and adjust his presentation to fit that specific customer’s needs. This in-person approach helps facilitate sales by creating a relationship with the buyer while getting immediate feedback so as to better pitch a product. While it uses the building of personal relationships to help sell their products, there is still an element of you knowing that you are interacting with a salesperson.

The Jones family operated under the guise of creating relationships on a personal level, with each of them catering to their specific ‘target group’. They conveniently left out their personal agenda to sell as many products as possible. They preyed on the vulnerabilities of the community, and the psychological need of a person to want and have what their peers do in an effort towards social acceptance. That knowledge of knowing when you’re being sold a good pitch can help a consumer separate from the emotional need to want what their peers have. The Joneses technique lacked the separation between a person’s actual needs and emotional wants. The community wasn’t aware they were being pitched to, which lowered their boundaries and made them more vulnerable to persuasion. It better falls under the category of stealth marketing, which is a subset of guerilla marketing.

The Jones family sale tactics are similar to some of the marketing tactics used by companies today. One of the techniques used was word-of-mouth marketing. An example of it in the movie was when Steve used it to increase sales of the golf club he was promoting. Netflix utilized word of mouth marketing by providing quality services, and personalized recommendations, ultimately ensuring their spot as a household name. They also use social media to post trailers and memes to help spark conversations about their shows. It generates discussions and continued interaction, helping spread their name.

Another one of the strategies employed was product placement. The Joneses used the subtle placement of different products to spark interest, and when asked about them, they were able to quickly pitch its benefits without people realizing what was happening. Starbucks subtly used that technique to generate media buzz and attention when a Starbucks cup was left on the set of Game of Thrones during a scene. What was a so called “blooper” was actually a well-planned publicity stunt capturing people’s interest, causing chatter, and increasing brand visibility. It benefited both Starbucks and the show Game of Thrones, with both gaining traction online.

The technique used by The Joneses was very effective and vastly improved their sales, but it was marketed through unethical means. A company can have full liberty to promote their products in a range of ways, but once they remove the boundary between buyer and seller, they’re guilty of using emotional manipulation to sell their goods. (Not that that doesn’t happen in other ways.) The Joneses preyed on the vulnerabilities of the people around them to meet their needs and increase sales. It has the ability to send someone on a drastic downward spiral of unhealthy behaviors with irreversible consequences. We see that in the movie when Larry goes into debt trying to keep up with the Joneses, hoping it’ll help improve his relationship with his wife. The Joneses portrayed themselves as the perfect family, ultimately leading Larry to believe it was achieved through their material belongings. Had he known they were peddling a fairy tale rather than reality using an invasive marketing technique, I don’t believe he would’ve fallen into the trap that led to his untimely demise.

I would have no opposition to being friends with one of the members of the Jones family but would only feel betrayed once I discovered what they stood for. I would feel manipulated and taken advantage of if I knew someone had developed a close bond with me just to fulfill their agenda. Relationships can’t be built and then remain intact while standing on a lie.

The Joneses is an interesting movie that sheds light on the potential manipulation that companies may use in the name of marketing. It brings awareness to the many ways a consumer may be persuaded into a purchase by an outside influence they aren’t consciously aware of.

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Nechama Lax

Emergency Care Programs

1-800-234-7869

Nechama.lax001@stu.bmcc.cuny.ed

 

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Product Concepts Assignment

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My favorite product pitched in Season 14; EP 22 was EyeWris. The father-son duo captured my full attention from the start. They presented themselves well and used catchy lines and jokes. The name of the company itself is catchy while also highlighting the literal concept of what the product their selling is. In addition, it is also a play on the word iris which is related to the eye and in the product category of what they are selling. Unlike the others, they used no props other than their product, and were still easily able to get everyone’s attention. Their introduction had a good gimmick, throwing out a random question that quickly caught the attention of the audience and created an interactive environment. They used their opening question to deliver their product as the punch line. The chemistry between the father-son duo seemed very healthy and well-rounded making it a business others are more likely to invest in.

Eyewris reading glasses changes from wristwear to eyewear and back again in the span of a second. It services the population of people that need reading glasses while minimizing the risk of losing it which is something most people are guilty of. You know all those people looking everywhere for their glasses only to find it on their head, I’ve done it myself. It simplifies things for consumers who can now find their reading glasses easily at a constant location while also being kept in a place that is easily accessible for future use. It also has the added bonus of not losing it which will save them money they would’ve spent on buying new ones.

I feel like consumers that have reading glasses should not only want but need this product because it fills a massive hole and gap in a population that has a need for something. It’s an essential item, not just an extra or accessory to update their wardrobes. It also completely removes the constant cycle of searching for their glasses everywhere, only to find out you didn’t have it with you in the first place. It can eventually become muscle memory by its easy access and the location its kept. It is also an interesting conversation starter in social settings that serves as a marketing pitch for the company, helping spread awareness of their product.

EyeWris found a niche that has little to no competitors giving them a large boost. They need to spend time advertising to let people know it exists. Their advertisements should be geared towards the older populations. They are most likely to read newspapers so it may be worthwhile to place a few advertisements there. In addition, they should advertise their products at checkout lines in supermarkets, senior centers, and in the library. These are the most likely places for people to need to use their reading glasses so advertising there can be used to their advantage.

The population that needs reading glasses are usually older, so the packaging of it needs to suit their needs. It should be simple, lightweight, and easy for them to open. Any instructions or warranties that may come with it should use bigger print and visual images if applicable. The biggest weakness in their idea is that reading glasses generally sell for very cheap. It’s important that they upscale their product so people feel as if it’s a worthy investment when buying. When looking at their website I noticed they had a very limited number of colors and frames. Being that their product’s biggest selling point is that it can be turned into wrist-wear it may increase sales and interest if they make the availability to design your own frames for a special price. It can help utilize the fashion accessory aspect. Consumers will be wearing it for the bulk of the day, might as well make it nice.

EyeWris introduces an innovative product that fulfills a need with an interesting twist. They have the ability to sell many glasses and make it big. With the right implementation of marketing tactics and good customer relations they definitely will.

Consumer Decision Making Assignment

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Finding an Italian restaurant in Salt Lake City without any previous knowledge of the area proved an interesting challenge. Being that it isn’t my current location, I had no targeted ads to work with and had no connections to receive recommendations from. I had to start my search from scratch.

I started by doing a broad search on google to view my options. Googles list of recommendations proved useful but had too many options and become a little overwhelming. I ended up on a food bloggers website called ‘female foodie’. She listed 12 of the best Italian restaurants in Salt Lake City. I used her suggestions to narrow down my list of interests and then googled the menus and ratings of the places that stood out to me most. I ended up having to decide between Per Noi Trattoria, Sicilia Mia, and Settebello’s. Each restaurant offered different perks to their advantage, influencing my decision.

Per Noi Trattoria fell 9th on the food bloggers list and had a google rating of 4.4 which is relatively good. The place had a nice aesthetic, with reviews comparing their food to the options found in Rome. They had a broad menu and tasty looking food featured in photos online. They offered good prices but had no alcohol menu.

The next one was Sicilia Mia. It was 5th on her list and had a 4.6 rating on google. It was also the 10th option on trip advisors list of recommended restaurants. When ordering Carbonara they offer the experience of it being served and tossed in a giant parmesan wheel at your table. It’s a fun and interesting experience when dining out with others. They had a large menu of options to choose from with solid pricing. They also had a classy atmosphere and an alcohol selection of different wines and beers to choose from.

The last one on my list was Settebello’s. It scored 3rd on her list of recommendations and had a google rating of 4.5. They too, had a large menu and good prices. The restaurant had a nice outside décor and a homey feel for the seating inside. They had the added perk of a gelato shop next door if we weren’t too full after dinner.

I ended up choosing Sicilia Mia as the place to go. They offered a broad menu, had good ratings and an alcohol menu. One of the things that came highly commended in people’s reviews was the service they offered. That has the ability to either make or break an experience. They were also featured in an article in The Salt Lake Tribune which speaks good things.

While researching I realized how much targeted ads and personal recommendations can play a role in the consumer decision-making process. When thinking of going out for dinner I will generally go for places that I’ve seen advertised and had bookmarked for future reference or had already heard about from others.  When picking which restaurant to go to today, personal preferences played the biggest factor in my decision. It was interesting to see and decide on a place without any external biases. I chose the restaurant offering the factors that I liked and was best suited for my needs.

People’s ultimate decision would rely on personal factors. I was looking for a place for a girl’s night out and ultimately chose a place that offered a classy and intimate atmosphere, with a variety of options for everyone, along with a drink menu. Others may be looking for a more causal environment, a kid-friendly menu, or an option for home delivery.

Nechama Lax

Hi, my name is Nechama. My major is in business administration. I am a readmit student at BMCC this semester. Some things i enjoy doing would be reading, taking walks or just being outdoors in general, and singular dance parties.

Looking forward to class together!

My BMCC Email is Nechama.lax001@stu.bmcc.cuny.edu