Marketing, Uncategorized

MChammer

One hit wonders have existed since the inception of commercial music, from the likes of Afroman, Khia,Cheeky girls, T.A.T.U to mention a few, as part of the #5Reasons blogpost series we would compare who is more of an Icon and not a one hit wonder between McHammer and PSY.
Stanley Kirk Burrell, known professionally as M.C. Hammer, is an American rapper, dancer, entrepreneur, spokesman and occasional actor. He had his greatest commercial success and popularity from the late 1980s until the late 1990s-Wikipedia

Park Jae-sang, hangul: 朴載相, better known by his stage name Psy, stylized PSY, is a South Korean singer, songwriter, rapper, dancer, record producer and television personality-Wikipedia

I was given the brief to write this post after a group of students said they had no idea of whom MCHammer was but they knew who PSY was. I was quite shocked to be honest that they hadn’t heard of Hammer time! Basically this post is to highlight what makes MChammer more of an Icon than PSY!

1.Public Poll
The first step was to ask the question, who is the king of the genre they are both in, known as pop-rap. The question was asked on Polar which is an app created by Luke Wroblewski, Polar lets you create polls and makes it super quick and easy for your audience to tell you what they think. From the public poll on Polar out of 50 respondents 40 confirm that MC Hammer is the King of Pop-Rap.(see image above)

2. Commercial Revenue Success
Although MC hammer has been around for a longer period, number of released albums would still be used as a point to differentiate these two characters, MC hammer has released 12 albums to date compared to 6 albums released by PSY. PSY’s most successful album PSY6 (six rules) which contains hit single Gangnam style sold 106,594 copies in South Korea sales compared to 10 million copies sold in the US of “Please hammer don’t hurt them” which contains one of his most popular songs “U cant touch this- Hammertime” Okay he did get over a billion views on YouTube, which would have some financial benefit, but it was for one single not an album.

3. Real Talent
MC Hammer was able to switch genres going from pop-rap to gospel music, which led him to release a gospel album during his career. PSY is known as a controversial artist, although touching on thought provoking issues, which all artist do, but PSY was not clever enough in his interpretation of these issues which led to his music being banned in his main market, I haven’t read anywhere that any of MC Hammer’s music was banned. First rap artist to achieve diamond status- when a musician sells over 10million copies of an album.

4. Brand Endorsement
While carrying out research for this post, it was apparent that several brands saw value in both acts, and used both of these acts to gain some brand awareness and increase their TOMA scores. One of these acts was seen as more valuable to brands. MC Hammer endorsement deal at $138 million with British Knights compared with the $4.6 million PSY received from brands like Samsung and Wonderful pistachios just goes to show you who the brands believed in.

5. Awards
A Grammy Award (originally called Gramophone Award), or Grammy, is an accolade by the National Academy of Recording Arts and Sciences of the United States to recognize outstanding achievement in the music industry. The National Academy of Recording Arts and Sciences of the United States have recognized MC Hammer on three occasions in 1991 for His most successful album, Hammer please doesn’t hurt them. He won 3 Grammy awards that year. Best music video, best RnB song and best rap solo performance. The song “U cant touch this-Hammertime” won two awards, last time I checked Gangnam style hadn’t received a nomination.

Finally what would a blogpost be without a video, now stop #Hammertime.

Uncategorized

Emma Scott is the Women’s Wear Marketing Manager for ASOS in the United Kingdom.  Her job is understanding what customers are doing and thinking.  That is, matching customers desires with ASOS products, as well as providing info and content which engages and inspires.

ASOS2
Emma also has to be on top of the latest innovations in technology, keeping a close eye on what competitors are doing.  Day to day Emma and her team help plan and deliver promos and decide on marketing stories for the next few months.  “We liaise with Buyers and Merchandisers then brainstorm ways to engage the customer with in house Editors and Creatives or maybe contact an external agency”- says Emma.  Then the team has to decide what needs to go on the site and loop in UX (User Experience) brief assets required – for site, email, social and anything off the site, making sure links are tracked and reporting on campaigns when they are complete.

“I got into marketing and then moved sideways into fashion retail from publishing.  I started to get involved in ecommerce when I was at Dorothy Perkins as I worked in Customer Relation Management and wanted to develop a magazine that you could shop… and then moved to Tesco to work on their online business and this is my first pure-play retailer.”

The new channels and technologies have meant a great opportunity for business like ASOS, but life is not all peaches and cream.  Keeping up to speed with the changes, trying to second guess where their customers will be and the sheer volume of places makes it a challenge.  According to Emma social platforms are just the tip of the iceberg: “There used to be stores and mail order catalogues, maybe with a call centre.  Now there are stores, web, m-commerce, tablets, apps etc.  Then there’s interactive video and with apps like Aurasma or QR codes or NFT, every surface can become interactive and shoppable.  It’s about keeping all the plates spinning right now!”
Which is the profile for this job, then?  “Passionate, driven, creative, inquisitive, innovator.  An ideas person and a ‘doer’”

What is the next step for an innovative brand like ASOS?  “We want to make the shopping experience richer, more social and fun.  And we want to be the first place 20-somethings go to for fashion”.  What will we see on mobile in 2013?  “Mobile marketing is something everybody talks about but nobody is actually doing anything about it.  I remember once, we were working on a brief where it specified “mobile”, but nobody realised it till a few days before finishing the project”.

At this point, I want to know what somebody who works for an online store thinks about brands which don’t do social media at all, like COS or Primark.  According to Emma, there’s still room for a physical store.  Topshop is just one brand who are still opening stores – with a huge new space in LA.  However it’s likely the store experience will change and become more ‘experiential’ or service driven.  “Stores like Primark are doing well without an online presence but my feeling is brands like this will sell online eventually, if not with a stand-alone site and then via a third party” she says.

Spain is the European country with more mobile devices, even more than the UK, but the penetration of e-commerce is only 27%, compared with 71% in the UK.  How can you increase online sales in this society?  Is it an organic process or a deliberate action of the big online companies like ASOS?  Emma thinks certain things need to be in place.  Fast Internet connection – whether web or mobile – and good devices at affordable prices.  “Plus, there needs to be a bit of a cultural shift”,  she ads, “Fashion Up is going to be launched in Spanish sometime this month. We are sure it will have a good reception but some countries are more about outdoors and meeting friends than shopping alone at home!”

So what does ASOS think about the actual debate of companies sharing their Big Data?  “It’s going to need a big investment to upgrade process and systems”.

Written By Future Media Student: Julia Ivorra

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