So this past Wednesday, MktSoc took a break from studying for midterms to hear Anna Kirsch speak about marketing at FreshDirect. Although most of us have probably never used the service before, the company has great brand recognition around NYC, largely in part to its trucks which are all over the streets. The presentation included videos about FreshDirect's high-quality blueberries, chicken, and corn. Anna's own experience started with her discovery of what she called the "perfect tomato" in her first order.
As a marketing nerd and a food nerd, I find FreshDirect's market position to be very interesting and unique. Also, it was made clear to us that since FreshDirect's target audience consists mostly of Career Moms, college students do not fall within their market, and therefore FreshDirect does not direct any marketing efforts towards us. At the same time, their main competitor at this point is Whole Foods, a traditional grocery store which many of us do visit frequently. I'm not sure whether or not this presents an opportunity for FD, but I do think it's worth noting.
Also worth noting is that since FreshDirect is in a highly competitive market, the company needs to use a lot of push marketing and traditional marketing (such as direct mailers) to expand and maintain their consumer base. So, while many of the concepts we've been getting exposed to while we're connected to the Internet all day are all about the benefits of innovative digital/social/viral/experiential marketing techniques, traditional media is here to stay. Even radio ads, they're still relevant and they still work!
Hope everyone has a great spring break! Woohoo!
Wooo! This semester is now fully in swing, and this past week MktSoc hosted FOUR different events, which amounted to tons of food, fun, and membership points being earned.
On Wednesday we co-sponsored an event with Net Impact and listened to Naomi Hirabayashi, CMO of DoSomething.org, speak about cause marketing. DoSomething.org is really cool because it's a non-profit that is cause agnostic, and it empowers young people to make a difference in creative ways. Naomi used a recent campaign called Teens for Jeans as an example of one of the initiatives it's run. The program consisted of a partnership with Aeropostale, where you could donate a pair of jeans in-store to receive a coupon for a discount on a new pair of jeans. The old jeans would be passed on to homeless shelters, the new jeans would be purchased from Aeropostale. Genius! Incentives all around.
What impressed me most about Naomi was that she had an amazing amount of energy and passion for her company, and seemed like a genuinely cool person to work with. DoSomething.org is clearly a making a highly effective impact, and while working with young people who may not have a lot of money to donate is challenging, the company's creativity really seems like the perfect solution to empowering its
Waking up at 8 on a Saturday morning after a long night was not something I was looking forward to. Spending the next 6 hours of my life doing community service when I was extremely tired sounded even worse.
However, I turned out to be wrong – I had an amazing time. Kris Lee and I met up at West 4th for the subway into Brooklyn, where we subsequently got to experience a brief but enjoyable bus tour of Brooklyn courtesy of the MTA. We arrived in a somewhat dinky little shop in Red Hook, Brooklyn, where we were split into task groups. Kris and I immediately volunteered for the mold busting job so we could don the awesome haz-mat suits (see picture.)
Once we got to the location, we broke out the brushes and spray cans and began to get down to work with the rest of our team. We stopped for a free lunch provided for us by New York Cares, and then headed back to the house to get back to business. Although it was tiring, the time really flew by and I was having fun throughout the experience. The best part was when we saw the owners of the house and how thankful and appreciative they were that we contributed our time and effort to improving their lives.
All in all, the event was successful and I am very glad that I attended. I think events like this are a great time to bond with other students/people and to give back to the community. I would highly recommend that everyone who hasn’t had an experience doing community service to go out, try something new, and contribute while feeling great about yourself!
Hey everyone - My name is Stan Rosenberg and I am the VP of The Marketing Society. This is my first blog post so I hope you like it.
As many of our members have noticed, our meetings have been a little different during the past two weeks. Thanks to the generosity of Red Bull, we have been able to give every attendee a can of Red Bull each week. Hopefully, this will provide everyone with a little bit of fuel, especially as midterms are upon us.
In addition to providing cases for our meetings, Red Bull is also sending forty of our members to a New York Red Bulls game later this month, free of charge. Stay tuned for information on how you can be one of our attendees.
A big thanks to Will, Alex, and Sofya over at Red Bull for their support of The Marketing Society. Hopefully, we can continue this partnership in some really cool and creative ways over the next few months.