That's the main idea from Chris Anderson, Wired Editor-in-Chief, that you might find in his latest book: "Free: The Future of Radical Price". Everything that goes to the triple W will have its own free version.
“Because if you don’t do it, someone else will. Because they can. If it’s not zero today, it will be zero tomorrow.”, Anderson said in the opening session at Wired’s first-ever business conference, Disruptive by Design.
This theory (reality) directly affects the shiny disc industries: Music, Video, and Video Games; and followed by books, news, and email. You can watch his presentation here.
Apple rocks and has rocked for many years. If you have never seen an Apple's new product presentation, you must. Since Apple was established always has been surrounded of followers, but we should say lovers, fans. But why? Is its product? Is its customer service? Is its innovation? Is its freshness? Is Steve Jobs? From my point of view is all of them and even more!
This week Apple is hosting its annual Worldwide Developers Conference in San Francisco, CA. 5 days with 1.000 Apple engineers 5.000 developers (Apple fans) and more than 200 Sessions & Labs
Does your company have anything like this? Why not? This kind of events produce a lot of Word of Mouth, tons of WOM. But you've got to make sure that...
- no one is selling anything on the presentations - you find the best host and moderator - you invite your best customers and fans (and ask them to bring skeptics) -you have informal workshops (coffee breaks, lunches) - you give them some new special information which makes them feel special - and last but not least, you have a lot of fun like giving a concert in an esplanade
Seriously, when you take care of your first rings people they will take care of you. These events are a terrific investment and will give you a lot of feedback to improve your business.
One of today's key marketing strategies is being fun. Being fun sells a lot, and I do not mind sales in terms of revenue. We could say that being fun is attractive, appealing, interesting, and and even more talking about business.
If your product, service, company, fill the blanks naturally comes together with fun, you will have a lot of homework done. When talking about Word of Mouth marketing, FUN plays a very important roll. The many companies, institutions, and people who are having fun know it, and usually are more desirable. Boring companies, products, places, people... do not go very far or at least not without an enormous advertising budget. And remember, Advertising is not marketing. Advertising is a part of Marketing.
And last but not least Microsoft, a technology giant, is quite boring but keeps trying hard to be in the same league as Apple. So please, let's become fun!
The USA market has gone crazy for the last 9 months. Investment Banks, the stock market, mortages and real state, and now swine flu. Although, life continues and companies (and many politicians) are trying hard to leave all this crisis behind.
Audi, which is suffering the crisis as all the Automovile Industry, has introduced recently in the USA market its Q5 SUV a new model that aims Lexus drivers. And once again we find comparative advertising.
Q5's spot shows (or try to show) how unique is compared to Lexus RX, which holds 70% of marketshare in its SUV segment. Even though and according to Audi executives their sales are have grown in the first quarter of 2009.
One of Andy Sernovitz's word of mouth tips is "Put something interesting on your business card". But before that point, Andy has 2 basic rules of WOM marketing:
#1 give a reason to talk about your stuff
#2 making it easier for that conversation to take place
Once you get these two principles, all the other stuff about WOM shows up. Every CMO should infect his team (from front desk people to brand manager) this culture. If you and your staff are convinced, you all will convince; if not, you won't get that real and natural conversation talking about your stuff.
Some weeks ago I had meeting in a very famous Spanis hotel chain (NH Hotels). Looking at their business card it seems to be NH understood that tip.
nh Hotels business card*
* Nice to meet you * Nice to talk to you * Nice to help you * Nice to whatever the staff made for you
On the other side of the business card you may find the person contact info. Like any other business card.
But if you really feel creative, don't miss Lego Business Cards. These are the best.
Packaging has become a very important part of brand and image marketing. Some reasons:
1. Packaging has to be functional. Many of us have suffered from packages that are almost impossible to open.
2. Packaging has to look according to what we will find inside the package. A confusing packaging makes a confusing consumer, and probably we will lose a sale, and specially in fast moving consumer goods.
3. Packaging has to be related to brand image or even culture. If your company is environmentaly friendly, so do your packaging.
4. Last but not least, try that your Packaging become worth of being spread. Here we have some examples FROM SPAIN! I bring them to the blog because you can re-use them once they are "empty".
Some posts back I launched a contest. The Journal Marketing was giving away a free copy of a book named "The Simple Truths of Service" to whoever would leave a comment, spread the blog, the post indeed, or new subscribers. We didn't say anything so far but the book has already a new owner: Alex P. in Boston, MA (the package is on its way to Beantown).
We like to practice what we preach. That's what Andy Sernovitz and his team on Gas Pedal does. Some weeks ago you could participate in a similar contest (like the one here at TJM) where by telling a friend about Andy's book revised edition you might win a copy of his book. And that's what exactly happened to me. Last week I got an email from Gas Pedal telling me the good news.
Dear readers and friends; let's cheer for those who practice what they preach!
*We'd better keep an eye on The Journal Marketing since a new contest will come soon.
Not only in a recession or collapsed economy, but also in a growing and favorable economy stores must get as many visitors as possible. The more people you get into a store, the more sales you might have.
This is a flyer from a notions store in my neighborhood. You may go looking for some disscount and leave the store buying something extra which even was not in your mind.
And extra tip: that can help you to get some extra WOM!
ANTI-CRISIS SALES
Monday: Panties and Underpants day
Tusday: Socks day
Wednesday: Tights day
Thursday: Undershirts day
Friday: Bras day
Saturday: Pajamas, Housecoats, Blouses, and Cardigans day
What the heck is a DOT? Pretty easy and pretty common. We already know these: [dot]com [dot]org [dot]net [dot]gov [dot]edu [dot]etc, [dot]etc, [dot]etc
Nowadays there are over 20 generic top-level domains but all this could change soon. By the end of 2009 it could be an expansion to hundreds. Some of them as interesting as: [dot]soda [dot]softdrinks [dot]burger [dot]fries [dot]laundry [dot]soap
Imagine companies like Coca-Cola, Pepsi, McDonald's, Burger King, P&G, and many others fighting [$$$$] for them! That's what can happen if they have to pay for each domain related to their industry.
According to the Internet Corporation for Assigned Names and Numbers [ICANN], the nonprofit agency that oversees the distribution and policy of domain names, that could have an initial cost of $200,00 to each company.
If you are a marketer you'd better take a look to some advice from AdAge:
Find out which domains may affect your business
Let you know your opinion to the ICANN
Some companies could win (new ones) and some others lose (those with large portfolios of brands)
You can sit there and wait for answers of move and give some pros and cons. Could we have [dot]fam for family?!
Some time ago that video came to me. Now I find it again on a friend's blog. I've started to think that there is a universal conspirancy to meet Nick at some point.
Are you an entrepreneur? Are you... - a musician, - an art director, - a graphic designer, - a speaker or a storyteller?
So, most probably you do not know how much to charge for what you do, your work.
Basically we can say that if you charge for time, you sell time and everyone has 24/7. But instead; if you charge for value, you've got the most valuable ever: a Unique Value Proposition; something that you only have. And that is priceless.
If you wanna know more about it, check out this presentation from Tim Williams. But if you even wanna get a professional knowledge about that topic directly from Tim, do not miss his seminar organized from C4E in Madrid next March the 24th. Amazing oportunity! Madrid and Tim Williams, what else?
Once again a TV ad comes to The Journal Marketing.
The reason: I liked it.
The surprise: I thought that it was original when... it wasn't.
The second reason: The whole campaign behind the spot.
Lately we have seen an Alfa Romeo spot on Europeans TV channels. It's introducing the new Alfa Mito. I liked the song, or at least I found it pretty fun. So, I went to Youtube and I found the original song and group, Daft Punk. Then... a surprise showed up!!! iPod used the same song in a spot in Summer of 2005. Incredible but true.
I guess that Apple bought the song's right just for the USA and that most probable, Alfa Romeo made the same but for Europe or the markets where they operate. I think both ads work really well for their campaigns.
The iPod ad was focused on the word "Technologic" -the original title of the song- and the core value of Apple's mp3 player; while on the other hand, Alfa's ad takes advantage of the verbs (buy, change, wear, work, erase... IT) and their relation between the icons.
If we analyze Alfa Mito Campaign, we can briefly say that is pretty well developed. The TV spot and its website. It is a 2.0 site with a lot of fancy and cool tools, where you can even make your own clip by choosing the icon (even drawing one) and mixing them with the music, download ring tones and the clip you made on. You might find a lot of these "mitoclips" about different topics and most of them aiming young professional consumers. I highly recommend to take a look to these videos and and Alfa Mito's site.
Same song, different companies, different products, different years, different markets, different campaigns, quite similar target, and well done in both cases.
When talking about Marketing we might name the four famous "Ps":
Product
Price
Place
Promotion
Many times we forget about People -the fifth P- which means customers, clients, or consumers. A product or a service is launched, is in the market because of them. First customers, then product or service.
We'd better listen to people. Some times it will be necessary asking to customers but some other times they will talk by themself.
That's what exactly has happened to Tropicana, the pure premium orange juice of PepsiCo. Tropicana changed its packaging and brand image at the beginning of January 2009, but according to NYT some buyers are passionate about packaging and last Monday, Tropicana executives announced that the previous version will be brought back in the next month.
The Journal Marketing thinks that the new design was very revolutionary for the brand's style; instead Tropicana should have done a restyling. Anyway, perhaps Tropicana made a mistake but it heard its customers and the original package design will be back in March.
PS: Take a look to that 3 minutes video from AdAge where five weeks ago Peter Arnell, Omnicom's Arnell Group CEO, defends the carton design that is going to be discontinued.
There is a saying in Spain that says: "Camarón que se duerme se lo lleva la corriente" (Direct translation: The current takes the prawn that falls asleep), but the English expression would be: "You snooze, you lose".
That's what Harvard Admissions Team avoids every single year when looking for new students. They are pretty awake. Harvard is Harvard, and we might think that they do not need to move from their offices to get the best students over the States and almost, over the world.
But even Harvard -the most prestigious university in the world- has a very well planned marketing strategy where many people (including an army of 8,000 alumni volunteers) play a very important role.
For the next year class -which will start in September- Harvard received around 23,000 applications. Of these, it accepted over 2,000 (less than 10%) which makes it as the nation's most selective college.
Harvard admission's staff shows the importance of synergies when aiming the best and the brightest.
Agency: Atlético Internacional They've got the rights of the song for the spot and say that the whole idea behind the videoclip was the reason to choose that song. The producer filmed new clips for the skateboard images. (More info only in Spanish) Producer: Agosto
PS: Due to the comments on this post. Let's take a look to this, from swissmiss.
When you have a huge snow storm in your city you can remain in your office, at home, or instead go out, let your imagination fly, and do something really extreme.
That last combination is what Extreme Channel and the Curb Agency decided to do last week when they made a Guerrilla Marketing campaign. Just after lunch time, 350 "hot spots" of London were marked with 2.000 logos of that channel.
The interesting point is to know if Curb came with the idea while snowing and prepared everything in just few hours or on the other hand they "forecasted" the street campaign at the same time as the storm was getting to London.
Anyway, it was cheap, fast, and it matched perfectly Extreme Channel spirit. Extremely well done!
Once upon a time there was a leading company in a very important field: the music industry. That company had a vertical business organization. They hired musicians, groups, bands, etc. They recorded discs and videoclips. They organized concerts. They produced and sold LPs, Cassettes, and CDs. They sold devices to listen to our favorite music and authors, even they invented the music to go: a man attached to a player device; the Walkman & the Discman.
As you might imagine its name is SONY and Sony BMG. They were the kings of this industry. But Sony was selling with a pretty small effort (I would say they were taking a nap) while another company was struggling with several issues: Apple.
In 2001 Apple came with its first iPod generation (already posted here) and just in few years everyone began to forget CDs and other music players. Apple, thanks to its iPod family has become the leading company of music (selling songs and music players).
Amazon, another leading company -in which case is about books- came up in November of 2007 with Kindle, an electronic reader device. Last Monday Amazon launched its second edition, an evolution of the first one. Once again, SONY came first with an e-Book Reader (October 2008 for its last edition), and once again another e-Company took its market.
Where is going to arrive Apple with its music industry? Will become Kindle the most common worldwide e-Reader? (and e-Books seller) What's happening to Sony?
We may think that Sony has become boring, but I don't think so (Play Station has been very popular and well sold). Boring is not a matter in those cases, if you think so, take a look to the official Kindle video. Although Kindle's "second part" looks much nicer than the first edition.
In a crisis economy like the current one many companies forget about Creativity and Innovation. Their mind goes directly to cut marketing budgets, freeze new product launch, and focus on expenses.
Creativity and Innovation are always pretty important keys when managing a company but even more in a recession. It's a good time to sell what you do, to be strong in your core business but at the same time looking at something new. Looking from outside of the box or hiring new talent (you could outsource this service) will help managers, employees, and more important, customers attitude in their roles (leading, working, and buying). All of them will see -and notice- that the company is trying hard to reach a better situation -than competition for instance- and reshaping its business model.
Marcus Buckingham says on his blog "You can make the effort to discover what you really love to do, and then take the steps to build your career around that." Many companies and talented people have just been following the market force, direction, energy, inertia, but without a really unique value proposition or strength.
By the end of 2008 I received an email of a reader -and almost fan- of The Journal Marketing. Her name is Ainara and she is an Alumni from the University of Navarra in Spain. Today's post reminds me of her. She is pretty young, has a great talent on what she loves to do, and tries really hard to become more and more creative. Ainara is not a company (even when she emailed me didn't have a job) but she is building her career around what she loves. Sooner or later she will get it and pretty sure will fly high.
Do you work on your Strengths instead of your Weaknesses?
I highly recommend this article on Smashing Magazine. It summarizes pretty well the relationship between colour identity and its application on the websites of many famous brands like Walmart, Pepsi, Best Buy, McDonald's, Coca-Cola, or UPS to name some of them.
But if you work at/for small-to medium-sized businesses here we have 4 tips from Smashing Magazine:
Consistency: Logos, banners, displays, ads... Consistency throughout all marketing media is powerful.
The subconscious of customers: Customers subconsciously associate colours with their brand experience on the net.
The impact of re-branding and redesign: What you built around your brand creates expectations in your customers even when you change your identity.
Make color choices wisely from the start: If you can plan from the beginning, better than replanning and changing everything. Plan for spontaneity.
I read Andy Sernovitz's blog and highly recommend it to you. He basically writes about common sense in business: good marketing (and not as good), word of mouth, looking from outside of the box, customer loyalty, social media, blogging, podcasting, conferences and seminars, interesting books...
In a previous post that I wrote, I was asking how a blog could sourprise or give something unexpected to its readers. The whole idea of that post came out from a chapter of a very worthy book: The Simple Truth of Service.
So, If I like what I read: that book and Sernovitz's blog... Why not put it into practice? That's why I'm giving away a copy of that book. That is thejournalmarketing.com way of giving something unexpected to its readers.
You just have to spread the mouth of this post. It doesn't matter the way you do it, just tell someone about this optimist book on this blog (both, the book and the blog). To participate the contest, just share it!
How? 1. Leave a commentary 2. Post it on your blog, web, etc. 3. Podcast about it 4. Talk about on Facebook, Linkedin, etc. 5. Make a video and upload it on Youtube 6. Let your imagination run free
Do not forget to let me know by a commentary or an email how you spreaded the word.
Last week of February I'll randomly choose a winner and send him/her the book for free. (Even if you are from South Korea).
Only 2 days and Bush is gone. I'm not going to take stock of his 8 years in the White House. This is not the site.
During the USA Presidency elections we could see some good examples of marketing campaigns related to the candidates and a product or brand. We showed an example in this blog.
Two more cool and interesting examples have been launched on the Net.
The second one comes from the giant of furniture IKEA. In this case Ikea's campaign follows Obama's campaign slogan in some way. If Obama used to say "Change we need"; Ikea says: "Change is coming". This site embraces you to change the Oval Office with Ikea furniture.
That's what this graphic designer does on this site: webwithoutwords . The author has launched a experiment. He tries to undress, remove, take off all the words, pictures, ads, etc of very well known websites. In a nutshell, to show the structure and analyze it.
Apple, Youtube, Wikipedia, John McCain, or Barack Obama sites have already been analyzed. Some of them are better than others. Obama or McCain? According to Paul Armstrong -the graphic designer- Senator Obama site was a better interface than his opponent.
In some way, your website says a lot about you: - It's your showroom - It's your catalogue - It's your front desk - It's your warehouse - It's your portfolio - It's your desk - and last but now least... it's your face! (But always... in some way)
I made a mistake. According to Benjamin Zander, the music director of the Boston Philharmonic Orchestra, I should say: "How fascinating!" That's why I have some good and bad news today.
Let's start the good first. The blog has a new domain name and this means a new tittle as well: THE JOURNAL MARKETING
But… why? 1. Easier to remember 2. Easier to spread 3. Easier to show up if you Google its words 4. No dashes 5. Brand name 6. It looks more professional (but just look)
And now the mistake... I didn't ask you dear readers! I should have launched a contest about this blog domain name. In my opinion the domain works fine. But your opinion matters or at least I'm interested in. So, please, let me know what you think about the new name and domain. If you like it or not or what would you have chosen?
Ah! By the way, do not miss Benjamin Zander video. How Fascinating!!!
When talking about Word of Mouth there is a very effective point:
>> Give something extra that customers wouldn't expect
For the honeymoon my wife and I went to Mauritius Island and stay at The Residence (5*GL). Of course we were paying a premium price but we were always getting much more than we expected:
- You ask for room breakfast and you get flowers, newspaper, weather forecast, smile from the butler... (and food!) - We asked for a DVD movie at the reception and it was already taken. Someone returned it few minutes later and they called us (we didn't tell her our room number) - A free lunch on the beach in a pretty cool picnic basket (the best cheesburguer never eaten) - And so on, so on, so on, so on...
But you do not need to be luxurious hotel to give to your customers something unexpected.
- Gas station or garage: free car washing or air freshener - Bakery: some extra cookies or a piece of chocolate - Butchery: once you have already weigthed and printed out the sticker put an extra slice of whatever meat you are cutting - Fruit shop: the same, give an extra piece of fruit or some vegetable that is about to espoil or you are accumulating stock (but not already spoiled. DO NOT KILL YOUR CUSTOMERS!!!) - Office supplier: there are tons of possibilities - But... What about a blog???
I would love to hear/read about your ideas. Just... post a comment with your opinion, some other examples, or a link about it.
When I was about to work at Tissot last year by this time, I went crazy looking for an apartment in Manhattan. Craigslist and some websites were my first options. I ended up finding a great one -East 92 street and Lexington avenue in Manhattan- through a friend connection. Very handy location, nice roommates, and a cool apartment.
During my "house hunting" I came across to something pretty interesting and not very common in Spain which I would call "Housing e-Marketing" (real estate e-marketing). I mean, on line marketing about apartment buildings. Websites that are on the Net even if all the apartments were sold out with a lot of information about the building itself: Why?
- It makes much more valuable your apartment. - There is always someone moving in or out. - If you want to rent it, you can link to the official site. - If you want to sell it, you can link to the official site. - It's plenty of useful information about the building. - If you throw a party, your guests will find a map, how to get there, etc.
The following Yankee examples are amazing. Only if you've got "some money" you will able to buy the first one (the modern one of the picture that illustrate this post).
One Madison Park: its apartments are sold out -what a pity- but if you can afford the three floors penthouse... hurry up!!! It's only $45 million.
Chicago Spire: designed by the Spaniard architect, Santiago Calatrava. For just $5.7 million you get a 4-bedroom suite apartment and a fantastic view of Chicago.
And the first Spanish example I saw last week: Jorge Juan 7. Located in Valecia downtown, but that's far away from the Americans ones.
Jorge Juan 7, Valencia City
A building is always alive and having a website makes it even more interesting. We've got to keep learning from American real state marketing which although the crisis is pretty good.
It could seem stupid but that's something useful I learned today. Posting to Blogger directly from an email.
All you need to do is to set up a "secret" email address through Blogger and send what you want to publish to that address. And... voilà!!! You get it up to your blog without log in.
You are even able to upload pictures. Isn't that cool?
If you wanna know how to do it... just click here.
I found this original Christmas card from Wolskwagen. I think it's very "Smart". Or should it be very Beetle, Rabbit, Touareg, Passat, Jetta, Polo??? (Very bad joke).
Anyway, besides this cool design, last year I got a Christmas card which said nothing but;
"GOD COMES"
(Benedict XVI)
Maybe wasn't that cool, but it was and is TRUE. This is the only reason of Christmas season.
I wish you all a Joyful, Holly and Merry Christmas and the very best for 2009!
December the 19th, 2007. Just a year ago I graduated in International Marketing from Boston University. I do not want to say too much since I already said what I had to say. You all -my dear former classmates- rocked those days at Boston University and you keep doing great stuf wherever you are.
Many things have changed since we said to each other "See you soon", but as I wrote, our friendship is there forever if we want. Let's feed it and drop me a line about you: cma.mestre(at)gmail(dot)com Christmas times is the perfect time.
I made this video for my classmates and friends at Boston University. A picture is stronger than words. Many thanks folks!
While working in the Alumni Association of the University of Navarra I experienced the application of a CRM platform. We ended installing Salesforce, a very good CRM tool online that many big companies use.
This software comes with as many features as you can ask in order to keep your relationships and sales with your clients in shape. It keeps you updated always that you do all the back-office work, filling out the information you got from a visit, an interview, or a sale to your customers. Then you get this kind of dashboards that drive you nuts.
But if you are a small-medium company or a start-up (let's say a dentist office or a boutique hotel), instead of having a relationship with your customers, you should build a friendship with them. Being very nice and having small details with them may help you to keep them in your side and forgetting the big and cold competitors.
While being in Manhattan one of my roommates received a funny postcard from his dentist (if I find the picture I took I'll show it) telling that he should make an appointment to check his teeth. I bet that they don't use a very complicated software and, in my humble opinion, I thinks it's efficient. This is what I'd call a CFM tool, a Customer Friendship Management, and a cool WOM.
Dedicated to José Antonio F, José Luis C, and Luis M.
Few days ago a good friend mine wrote on his blog something very interesting (as he usually does and I strongly recomend his blog which is only in Spanish, so far).
Valencia, where I´m from, has changed a lot in the last 10 years. Last century, it could be very well known for our Paella, sunny beaches, and Fallas, but that has changed radically. We still have rice in a pan, hot sun and burning wood-statues. Many private and public initiatives have made possible this great improvement of VLC.
This Christmas season Santa Claus will suffer the crisis as the rest of human beings, or at least something like that said Businessweek some days ago. Adults will receive worse presents under the tree than kids (not including electronics and videogames).
Businessweek publishes an article based on a survey made by Deloitte which shows that Santa's budget for clothing and adults's presents will decrease against budget for toys. Santa will spend 50 bucks or less per kid.
The hottest toy on the market is Bakugan Battle Brawlers which will help Santa to save some money for next year since is only $5.
Even though we have heard a lot about the Global Crisis -that´s globalization- but if you go to malls, shopping centers, department stores... they are all crowded.
That´s why this question came to my mind. Citizens keep going to these places. That´s not bad but the current situation makes museums, exhibitions, galleries... interesting alternatives.
A second reason why I wonder about crisis is traffic jumps. Even if you go to a shopping mall or the Reina Sofía Museum you will find hundreds of cars in the same direction... And once again that´s my advice. Ride a bike (here you have Barcelona's Bicing example), use your legs or take the public transportation. It will help you to save some money for the museum or the mall and saving the planet.
This picture shows perfectly the differences.
The same amount of people riding a bike, driving a car, or taking the bus.
In a post I wrote about packaging I quoted another blog. In that post I talked about being a DJ -Disc Jockey- of the blogsphere. You may have thought: "That's is not a creative way". And you are right if I would be always posting about what others write.
Anyway, here you have the post on Andy Sernovitz's blog. I highly recommend such an interesting blog about Word of Mouth.
Half of the people think that almost everything is already invented. But meanwhile, the other half are thinking about how to surprise them.
That's what 7-Eleven has done cleverly for the 2008 Presidential Campaign. You may choose the cup of coffee you like the most or the one you don't in order to get it burn with the hot beverage. Afterwords, 7-Eleven is supposed to give the results of this particular survey in favor of Obama or McCain.
But what is really smart is how 7-Eleven gets great and fun word of mouth.
Andy Sernovitz asks on his blog: What can I do that guarantees that everyone who walks out of my door will talk about me to the next person they see? Let ask our self.
I've read on a blog that some bloggers are like a disc jockey. Someone who mixes together the best music to an audience according to an style. (I'll try to find that post and upload it).
So trying to mix some marketing music here you have a very good article on The Cool Hunter about packaging .
It shows packaging's importance. The less you know a brand the more important is the packaging. How do you treat your body? You spend 24/7 in that package, so you'd better take care of it.
I shouldn't say it, but it was unbelievable. Just three months ago (080808) I got married. Everything went very well indeed. We weren't sure about the place to have our wedding reception. We ended-up choosing this place: Masia Xamandreu, a farmhouse surrounded by orange trees few minutes driving from Valencia city.
We had a tasting dinner with our families just a month before "the day" and it was very good, but we didn't expect such a great cocktail, dinner, service, attention, maners and, food qualityas we experienced our wedding's night.
I do not get paid for anything I write on my blog so far (I'm open to any proposal) but I felt like writing about them. They run a business, they are out there to make money but doing a service. They know that night is one of the most important nights in your whole life and they try very hard to please you, so that you don't even get a single wrinkle the first few hours of your marriage. They treat you as the bride and the groom. They treat you as the protoganist of a movie. That's their unique value proposition. Every single penny you pay is worth of what you get. And they are worht of a good word of mouse.
Just a year ago I started this Marketing Box with not much idea about blogging, neither about marketing. Just a year later many things have changed. As you may have seen the blog is not one of them. You'll find some changes soon, but not yet. Meanwhile I leave you this data:
Visitors by country:
Spain
USA
UK
India
Italy
Malaysia
Australia
Canada
Mexico
Brazil
Venezuela
Argentina
South Korea
Saudi Arabia
Taiwan
Navarra (hahahaha)
The most popular post was this one about Packaging (33%).
Over 2300 visitors. Even Pareto´s principle is on the blog: 20% of this blog´s readers are returning visitors 80% of this blog´s readers are new visitors
Over 3500 pages visited.
The highest traffic month was April; over 330 visits. (Maybe because it´s my “birthmonth”).
Dear readers, besides statistics (and English mistakes), many thanks for your loyalty.
As soon as I come up with placing ads on rare ways, I find out that IKEA has opened a new store in Japan just two weeks ago and made a cool campaign on the Japanese subway.
I would not only point this campaign out, but also IKEA Japan's blog which was on the Internet before the store was opened. But I will post about Corporate or Official Blogs later on.
BTW, Japanese is one of the next languages I should learn.
I'm quite sure you have seen many interesting and original advertising campaigns where -we would say- the medium is the message. Ads, that are placed in very unusual places to attract our attention. We already talked about it here, and these are some other examples.
Pepto-Bismol in a laundromat in NYC.
Playing with the Nintendo WII on the street.
Or why not a tooth-brush with wheels.
Sometimes we try to be disruptive and even can go nuts looking for something pretty cool which in the end is only flashy. But why don't marketers try an easier, cheaper, more efficient method, and with a wider exposure to the target. It seems that sometimes we are placing and elephant on a milk carton.
And talking about elephants, I came across the following example. In my opinion, it couldn't have worked better. The ad is in the intimacy of our fridge, it's there, in our kitchens and on tables every single morning for breakfast. The kids see it, the kids want to go, the kids insist, and we end up taking them to the circus. I guess it's much cheaper than a TV spot.
The video is made by myself. If you can't see it, just leave a comment and I'll post some pictures.
Last Sunday, a good friend of mine came to New York City for few days. We met at the watch of Grand Central Terminal and went uptown along 5th Ave till the Apple Store. He wanted to buy some Mac stuff for his new MacBook and it was easier to find and cheaper than buying it in Spain.
The store was crowded, as always I've been there (no matter what time or day of the week is). I saw ourselves in line for at least 10 min. We asked for some help from one of the clerks, or as they call them "Specialist". They are not only knowledgeable about Apple's World but also kind, polite, friendly, and very helpful.
When my friend had everything he needed, the following dialogue took place: - Apple Specialist: "Are you gonna pay with cash or credit card?" - My friend: "Credit Card." - Apple Specialist: "So, you can pay right here." (In the middle of the store!) - My friend: "Cool. Here is my credit card."
The Apple Specialist took from his pocket a wireless credit card terminal that has a bar code reader, a bright display, and a printer. (The payment was done among the crowds.) After swiping the credit card, the Specialist asked if we wanted the receipt printed out or sent by email. Since we are environmental friendly we decided to have the receipt sent by email. We were gone in a minute and the receipt was already in the email.
The Specialist with the multifunction wireless credit card terminal.
I saw a wireless credit card terminal two years ago (we even had one at my former job) but it didn't have as many features as that one. Is Apple innovating? I'd give an extra point to the bank! Yeah, that's a nice customer service and a pretty cool shopping experience!
Apple, Google, Pixar, Monster, and many other companies have very nice workplaces. Their CEOs claim that it helps foster creativity and generates a good environment among employees.
I agree with some of their reasons but I think that a pool table or a videogame set are not the best tools for developing a new product, creating an advertising campaign, or monitoring the monthly sales.
The pool table room at Googleplex.
When I was younger, while doing an internship at a national Spanish TV channel the lunch was only 2 euros, included wine, dessert, table linen, and all served by a waiter (and the meal, of course). That was really good but maybe not as good as eating at Googleplex, play on words, being a combination of Google and complex.
Google employees eat as much as they can for free in the Googleplex restaurant, and on top of that, the New York offices have micro kitchens and snack stations throughout. But it's not always as great as it seems. You don't want to know how much weight the Googlers are gaining.
One of the meals at Googleplex restaurant.
Are these companies so creative and disruptive because of the environment in which their employees work? Or perhaps because these companies were disruptive from the beginning they need to have these cool workplaces that don't affect innovation at all? Does high quality food help innovation, or just digestion?
Anyway, since I haven't worked in an office like these so far, I can't tell you if the CEOs are right. I let you know when that happens to me. And for sure, I'll invite you to come over.
Few weeks ago I was attacked by a puppy on the bus. I mean, the Cottonelle puppy, from Kleenex. Last January Kimberly-Clark -the leading global health and hygiene company- launched the largest campaign in the history of the brand under this copy; "Be kind to your behind".
I think not only the copy works perfectly but also the posters I've seen on the bus and the subway are terrific. There is a large series of them but here you will find the most smarts or for instance the one that completes the rest and makes you laugh.
I don't know yet if the campaign is already a success but I can see how it works perfectly as Guerrilla Marketing (with the ad on the ceiling), with Humor (some of the sentences are provocative), and maybe could have some Word of Mouth.
We'll have to wait for the results to see if the puppy has bitten or just moved his tail.
OK, it was already "time" to post back on the blog. OK, it was already "time" to talk about it. So, here we go...
Since January I've being working for Tissotwatches, Swatch Group, I've been really busy. Not only because of my job but also because of all what you can do here in Manhattan. Anyway, I had heard about Tissot before landing in its headquarter in the USA, but now I've gotten to know the brand and its portfolio of products from the other side of the counter. I'm not going to reveal the Tissot secrets -I don't want to be sent to jail- but I'll tell you what's my general thought about this Swiss Watch Maker.
When talking about pricing we can find four different positioning. Let's take the automobile industry for instance:
More for More. You pay more but you get more. Mercedes, BMW, Audi...
Less for Less. You pay less but you get less. Dacia Logan (from Renault), or Nano (from Tata).
More for Less. You pay more when actually you get less. Hummer, or Phaeton model (from VW).
Less for More. You pay less and you get the same or even more features than a luxury car. Coupe (from Hyundai), Kyron (from SsangYong).
In this last category -"Less for More"- is where I would place Tissot. They are good watches, really high quality (I've had hundreds of them on my hands), nice designs, trendy models, Swiss made... and a very good deal! Why pay more if in the end a watch tells you what time it is. Wouldn't you buy gold at silver price?
By the way, this is the one I wear. TissotLe Locle: autowinding and it shows the mechanism on the back.
The first weekend I started to live in Manhattan I went window-shopping or what a friend of mine calls Safari Marketing. I'd like to call it Hunting, as well.
I could see a lot of stuff to be shown here. Something that I really find interesting in the American Marketing is Comparative Advertising. And that's what I bring today. Some people like it, some others don't. I've always thought that it shows a lack of creativity, though some times the ads are really clever.
Here you have what I found. A really funny billboard about this sort of advertising.
Sorry for the quality of the pic but it was snowing.
I asked a friend of mine (Spaniard as well) if she had seen the billboard. And she told me that she had to read it twice; the same happened to me. I think it's a clever ad because:
- in few words is telling us that the Whopper is bigger than the Big Mac, - in few words is telling us that the "biggest" McDonalds's hamburger is smaller than the regular Burger King's hamburger, - and then it makes you to read it and realize the "big" difference.
Here I leave two more examples about Comparative Advertising. In this case two spots of what Mac (the "guru" of creativeness) does about Comparative Advertising against its great rival Microsoft. British and American versions of the same campaign. By the way, for those of you who have Windows Vista, the second one will make you laugh.
Yeah! I'm back. Since I moved to the Big Apple, I've been really busy. But since I'm in Manhattan I got a lot of new and interesting stuff for you, my dear readers!
Before February came, a Lucky's issue fell into my hands. I was taking a look to the magazine when I came across something new. I'm quite sure that all you would have seen these kind of ads in which you have to lift a flap of the page to (usually) smell a perfume or cologne. That's pretty cool and I love it. I think it's a very appealing marketing (and for sure, it must be expensive). But as I said, we usually smell perfume. The innovation I found it was based on the product placed on the classic side flap. Instead of a comestic we could smell a Pomegranate Liqueur. It was the first time I smelt a drink in a magazine. The brand: Pama Liqueur. (Even the site is really well designed).
Front page of the ad.
Detail of the back page.
Lifting the flap on the back page.
It isn't really new but at least someone tried to look outside of the box and... found it! What's next? Gorgonzola cheese? Chips BBQ flavor? I don't think so, but why not smelling a country, or a region, or a hotel, or a health insurance, or a university yard. We'll see it! Ops, we'll smell it!
Last Monday I graduated again. It doesn't mean that the first time was not valid. Since last Monday I have become a Boston University Alumni. And I'm really proud of each and everyone of my classmates who chosen me as their representative for that evening. Thank you guys!
Thanks to BU I have met great people. I have made great friends. I wish that our friendship lasts forever. There is noway to improve this experience. Only if my fiancee would have been here.
Here is the speech that I addressed to the audience. Even though you cannot understand some details or jokes I hope you like. And remember, what I've learned and lived at BU with my fellows is much more than those lines.
And once again thank you guys! I'll keep you in mind!
BOSTON UNIVERSITY 2007 GRADUATION SPEECH
Dean Halfond, Faculty, Alumni, dear family and friends, fellow graduates, good evening!
I am proud to have this opportunity to address you on behalf of my peers in the International Marketing Program of fall 2007. I want first of all to thank you for having chosen me as your representative even if just for a few moments.
Rome, the capital of Italy is one of my favorite cities. I have been in that city on many occasions and I am always surprised by something new. One time walking by the Tiber river I read on a building a Latin inscription. It said, “Nihil Dificcile Volenti”: nothing is difficult for the one who is willing.
I am sure that if we could go back in time we never would have imagined that we were going to have this experience in our lives. For many of us coming here meant a big commitment not only financially but also personally. About four months ago we all left many things in our countries of origin; a job, a social life, customs and ways of doing things. But especially we left behind family members and friends. In those moments, the proverb “Nihil Dificcile Volenti” probably describes what was going through our minds. We resolved to come here and now we have reached the end. We have come to the point of saying goodbye.
Today, December 17th 2007, after four intense months of class we graduate. Today for all of us this dream of graduating from one of the most prestigious universities in the US has become a reality. At least this was a dream for me.
We graduate in a program with outstanding professors both academically and humanly speaking. I think it is a matter of justice that we thank them for their effort and interest in sharing with us their experience and their knowledge of marketing.
1. With Professor Nancy Lowd we learned the differences between going international and going global. We were made to understand the importance of doing primary and secondary research before launching a new product or service. And one interesting thing we learned was that Barbie, the doll from Mattel, looks different in different countries. 2. With Professor Roger Warburton we learned that a supply chain includes much more than just shipping goods from the factory to the store. There is a whole world behind a BU garment at the Barnes and Noble Bookstore. We got a good chance to understand the concept of sharing the pain thanks to his 3x5 index cards. And now, thanks to him we know that forecasting is always, always wrong. 3. After that class we thought that the next subject would be a piece of cake. But… our forecast was wrong. We were wrong because with Professor Paula Murphy we thought that we were attending an International Law class. But then we realized the importance of the Incoterms and the Harmonized Code if you want to ship raw bananas coming from Ecuador, passing by the United States and landing in Canada. 4. Then Professor Bob MacCullough came with a great number of challenging ideas from several case studies. He taught us the importance of being disruptive, both in our professional and personal lives. We learned not to be worried if we are crappy at the beginning because to improve is to change and to be perfect is to change often. 5. With Professor Chee we went totally nuts. The International Business Simulation at first was really hard and no fun. We read the manual almost 10 times and even after that we still did not have any idea of how it worked. All those new concepts; such as an overdraft or going brokering, were totally new for us. But once we got the hang of it, all we wanted to do was keep playing, and playing. And we kept hearing “nothing to borrow… nothing to ship!” 6. With Professor Jim Lengel we discovered a new perspective on a world that is not new anymore: the Internet. We already knew a lot about it but only from the customer’s perspective. Now we have become expert website designers—or almost! Rollovers, mouse-ups, pop-ups, cookies, and flash animations are only some of the tools we have learned so that we can design a home page that is sticky. 7. And last but not least, Professor Ron Harding gave us a wise and clear differentiation among Advertising, Promotion and Public Relations. His wide knowledge and experience will be really useful for our professional future.
Again, to all of you; many hanks.
A good friend of mine often says that life is like juggling three balls. One day you drop the ball of work but sooner or later it bounces back. There is usually someone who lends you a hand and you find a new job. Another day you drop the ball of health—an accident, an operation. But sooner or later that ball also bounces back and you recover it. But one day, the ball that falls, is that of family and that day you realize that ball is not like the other ones, that ball is made of glass.
Thanks to our classes and teamwork over these past four months we have broadened our knowledge of international marketing. We have acquired important professional tools, and on top of that we are young and we have energy. We will succeed in our professional future. I am sure that the next thirty years will be exciting for all of us. No doubt we will all have important roles to play in marketing. Let us remember the Latin proverb: “Nihil dificcile volenti”: Nothing is difficult for those who are willing. Let us remember also that professional success is not always meaningful if it comes at the cost of family and friends. It’s thanks to them that we are here right now.
Many thanks for sharing with me these past four months and let’s not forget to extend our thanks to the Boston University Alumni Association. Through them, we will keep alive our friendships and professional relationships. We were students these past days together and now we are BU Alumni forever.
Thank you very much and congratulations class of fall 2007!
I like going window shopping. It's even better than going real shopping because, since you didn't plan on buying anything, when you go back home with something cool, you can also enjoy the unexpected surprise. That's what an expert could name coolhunting if it's done with a professional reason. On the other hand, when you go shopping for something you need and you end up going home without finding it, and probably in a worse mood.
Last September, while going window shopping in Boston, I came across a very appealing store: Richart Chocolates . It wasn't appealing only because of the chocolate (you may know that I'm not a chocolate person), but also because of the packaging of its products.
As you can see in the pictures, there is a box which is closed with a piece of chocolate that includes a message: Thank You, Congratulations, or Greetings from Boston. Another interesting product is the chocolate covered nuts by Charles Chocolates, which come in a nice can. And I can tell you that those products not only have a cute packaging, but are delicious as well, and their price is premium.
We can't forget packaging when talking about marketing. When we go to a foreign country, just for a weekend or perhaps for a longer time, we are not familiar with all the brands. So we may buy a product based on its appealing packaging. Since traveling abroad is becoming more and more popular, having attractive packaging can be a good marketing weapon.
I don't know why but since I came to the States, I'm very interested in new ways of doing the same. I mean, new ways for classic products, services, and marketing. When you don't have an important budget, looking outside of the box is your best weapon, and for sure it's always challenging.
Few weeks ago I discovered an interesting website which shows this idea in many different fields like design, fashion, architecture, and of course, advertising. It's named The Cool Hunter, and some of the most innovative posts about advertising are related to "Guerrilla Marketing" term which was created by Jay Conrad Levinson in 1984.
Nintendo's Wii Campaign in Italy. Billboards make 2D figures of its iconic heroes with post it notes: "Wii'll not forget"
Guerrilla Marketing was a technique for small companies or start-ups whose annual advertising budget was very low but whose contacts, both professional and personal, were closer to their customers than big and well-known brands.
Venice Casino baggage claims. Your suitcase could fall in the lucky number!
But that was in the 80s. Later on, big corporations took Marketing Guerrilla as a new weapon for their campaigns. Once again, we could see how disruptive ideas come from small businesses. And how money is not as important as great ideas.
If you read it, you will remember the post in which I talked about being crappy. You could have thought what the heck is that silly idea! I hope after reading that post you realized that it wasn't as dumb as it sounded. If the first post didn't convince you, maybe today... or maybe never.
Starting crappy it's good if you are really disruptive. If you aren't, just forget it. But even being disruptive and crappy doesn't mean that you should stay crappy. New products are not only copied but also improved in only three months in China. Three months!!! That's what you planned? Only three months for your product's life.
If we take a look at iPod generations since it was launched in 2001 we may think: "Gosh! The first iPod was so crappy compared to the new ones!" But that's not true!
In 2001 iPod was so disruptive and cool that many "early adopters" bought it and gave to Apple the necessary information to improve it. And that's what Apple does every single year.
So, if you are disruptive or original enough, and you do not wait to launch the product (or the service), you will kick the market and then you will have to worry only about improvements not about improvisation. Plan to change in order to improve. But do not change such as being something totally new because that means going back to the starting point.
On January 23rd of 2006, the Business section of The New York Times published an article which headline said "Advertising Is Obsolete. Everyone Says So." That was almost two years ago. The idea of the article was based on the marketing technique known as "Word of Mouth", which basically is a way of passing information by verbal means.
For sure this article wasn't discovering anything new. If we look at Tupperware or Avon, since were established, they were based on selling by word of mouth. You couldn't find their products in stores, supermarkets, or even on the Internet. But NYT article approached the idea of spreading a new product or service using Word of Mouth instead of the classic 20 or 30 seconds TV spot.
But if we look ahead in the IT era, why do we keep using commercials on TV? 30 seconds of a TV spot are even much more expensive than 30 seconds of a theater movie (basically economies of scale) and the quality has to be as a mini movie. What are the dis and the ads of a TV spot VS a Net spot?
Advantages of a classic TV spot:
High quality (production)
You can place it on the theaters between trailers
You can post it on the Internet (but it will lose the high quality)
If we use the Internet as our channel (becoming a Mass Media at cruising speed) is even better than the classic word of mouth, and for sure much better than the old Media TV and Radio. Your 'evangelists' will spread your brand, product, service, etc. They will send the link, the video, the e-mail to the most potential customers, they could love it and watch it several times, the quality should be lower which allows you to invest more in new and fresh ideas instead of expensive production teams.
Word of mouse is the latest, fastest, cheapest, and most effective way of making the others to know about you. And if you are really good, a Late Night Show will talk about you for free, or maybe even on prime-time. Just let the mouse do it for you!
I know some people who recognize that they cannot get up of bed in the morning if they do not smoke a cigarette, have a cup of coffee, listen to the news on the radio, or even, as one of them told me once, "I'm not a human being if I don't drink a Coke before doing anything else".
I'm totally the opposite. I need to get up, take a shower, brush my teeth, get dress, make my bed, pray for my people, and after that (almost one hour) I could even eat a cow but never before.
Few weeks ago I saw this ad on one of the MBTA buses in Boston. I saw it far from me and, at the beginning, I didn't know what it was about. Then I got surprised. It was really simple, polite, well designed, cool, and challenging (or at least I thought so).
In the States it is common to find people in the street, on the subway, on the bus... drinking coffee and eating a donuts or a bagel but... Why not a Coke? Coca-Cola is a worldwide well-known brand, but that doesn't mean that it doesn't need to increase its marketshare. Does it compete only against Pepsi or other sodas? Is it just a soft drink?
I thought that my friend was totally crazy because she had a diet Coke before open her eyes. But once again I was mistaken. If we need some caffeine early morning why not a Coke... after all it keeps being caffeine.
Try to look from outside of the box and perhaps you will find a new way.
Since I started my program last September, I have gone to a Starbucks no more than 6 times (and I mean six times that at least I've purchased something, not only looking for the restroom or accompanying a dude). I hope you have had the chance to visit any of them.
As a coffee chain, they have basically the same environment -comfortable armchairs, nice music, Internet connection, and friendly baristas- even though the style of some of them may change.
Last Christmas season, while being in Valencia, I wanted to take my girlfriend to the first Starbucks in the city to invite her for a Venti Cappuccino. I didn't know where it was exactly located, so she took me there. I couldn't believe it; the Starbucks was located where used to be one of the most famous toy's store of the city. I swallowed my childhood memories and we went in. Because of the novelty and the season... the "restaurant" was crowded of teenagers. We had to wait in line for a non cheap coffee served in a cardboard cup -with a cool logo- and look for an available table.
I have to tell you the truth. I was really disappointed. It wasn't my first Starbucks experience but it wasn't what I expected. So after few minutes we decided to have a espresso served by a waiter in a china cup in a classic café with a small dark chocolate bar.
Even though, when we were together in Boston this current year. We went to another Starbucks. It was her second (in fact her first) real time. I ordered a Venti Caramel Frapuccino while my girlfriend was taking two armchairs. I paid, I waited for my order... and waited, and waited, and I waited while other guys were been served before than I was so... I asked the barista in very good manners where was my Frapuccino and she just said to me: "Ops! I'm so sorry. I'll do it right now". And when she gave me the cup (with the cool logo) she gave that small and great detail.
"We apologize that your Starbucks experience was anything but wonderful. We always want to know how we can make things better and invite you to share your thoughts with us whenever you like. When we see you next, please enjoy a cup of anything you like, on us. We hope your next trip is a better one."
That's what makes Starbucks different, special. This detail gives them a unique value proposition. This simple card allows them a reason for being a premium prize for a coffee served in a cardboard cup. This marketing tool makes anybody forgets any bad experience.
Last summer I started to work on my blog, but life is richer, and I never had the blog ready. I was trying to have a really appealing design just changing small details on the template. Trying to come with a more creative blog with the limited possibilities of Blogger. Few months later I forgot my user name and password even before launch it.
But this week, the last of the month and just in the middle of the academic part of my program at BU, I decided to launch the blog. This time it has been different. I didn't care about design, template, font size and colours, etc. I said to myself: "Don't worry, be crappy!!!"
That wasn't an idea of mine. It is the tittle of one of the chapters of a book that I'm reading now: "Rules For Revolutionaries", Guy Kawasaki. Isn't a great idea? It doesn't mean be crappy because you are so great that you, your product, service, or idea is so amazing that everyone will love it. Just ship your product and get the feedback from your early adopters.
I'm not expecting to have any early adopter, because I'm late (many people have launched a blog). But at least I would like to share with YOU my impressions, thoughts, and feelings. You may think that I'm crappy, but at least I'm here to learn and change.
This week Apple is hosting its annual Worldwide Developers Conference in San Francisco, CA.
Amazon e-Book reader, Kindle 
View from The Residence
Just a year ago I started this Marketing Box with not much idea about blogging, neither about marketing. Just a year later many things have changed. As you may have seen the blog is not one of them. You'll find some changes soon, but not yet. Meanwhile I leave you this data:
I would not only point this campaign out, but also IKEA Japan's blog which was on the Internet before the store was opened. But I will post about Corporate or Official Blogs later on.
Playing with the Nintendo WII on the street.
Or why not a tooth-brush with wheels. 
Last Sunday, a good friend of mine came to New York City for few days. We met at the watch of Grand Central Terminal and went uptown along 5th Ave till the Apple Store. He wanted to buy some Mac stuff for his new MacBook and it was easier to find and cheaper than buying it in Spain.
The Specialist with the multifunction wireless credit card terminal.
The Specialist swiping the credit card.
Few weeks ago I was attacked by a puppy on the bus. I mean, the Cottonelle puppy, from Kleenex. Last January Kimberly-Clark -the leading global health and hygiene company- launched the largest campaign in the history of the brand under this copy; "Be kind to your behind".
New yorkers aren't rude. They're just using the wrong toilet paper.
This is the poster placed on the ceiling of buses and subway trains in Manhattan.
OK, it was already "time" to post back on the blog. OK, it was already "time" to talk about it. So, here we go...
In this last category -"Less for More"- is where I would place Tissot. They are good watches, really high quality (I've had hundreds of them on my hands), nice designs, trendy models, Swiss made... and a very good deal! Why pay more if in the end a watch tells you what time it is. Wouldn't you buy gold at silver price?
Detail of the back page.
Last Monday I graduated again. It doesn't mean that the first time was not valid. Since last Monday I have become a Boston University Alumni. And I'm really proud of each and everyone of my classmates who chosen me as their representative for that evening. Thank you guys!
I like going window shopping. It's even better than going real shopping because, since you didn't plan on buying anything, when you go back home with something cool, you can also enjoy the unexpected surprise. That's what an expert could name coolhunting if it's done with a professional reason. On the other hand, when you go shopping for something you need and you end up going home without finding it, and probably in a worse mood.
As you can see in the pictures, there is a box which is closed with a piece of chocolate that includes a message: Thank You, Congratulations, or Greetings from Boston. Another interesting product is the chocolate covered nuts by Charles Chocolates, which come in a nice can. And I can tell you that those products not only have a cute packaging, but are delicious as well, and their price is premium.
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