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  • Hey all, just changed over the backend after 15 years I figured time to give it a bit of an update, its probably gonna be a bit weird for most of you and i am sure there is a few bugs to work out but it should kinda work the same as before... hopefully :)

Today's case study

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BRANDON JAMESON

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"Give up trying to educate, and work to inspire."

Why do some marketing campaigns, like JC Penny's bold rejection of sales and coupons, fail.?

Human beings are not uninformed, critical thinkers. They’re self-deluded, pleasure seekers. Recognize their present behavior for what it truly is, evidence of their beliefs and desires, and use that understanding to create something compelling. Help them experience a new vision, one which they find highly desirable, rather than dwelling on the downside of the status quo. Give up trying to educate, and work to inspire. This broad concept is applicable to many areas where you are trying to influence someone's behavior, including co-workers, family, and even when we are trying to influence ourselves and stretch our potential.

Instead of focusing on resisting what is true today, why not create an irresistible vision that pulls you and others forward?
 
Thought you might be interested to know that the creative force behind the new JCP branding is Tom Suiter, a guy who made his name at Apple many years ago and has had a huge amount of success at branding and marketing after that. And, of course, the new CEO at JCP is Ron Johnson, former head of retail at Apple and the guy who previously created a lot of success for Target. Personally, I don't really like the new JCP campaign, but these guys are not without talent and insight. Maybe they are "over the hill" but I'd be disinclined to think so. Don't count JCP out just yet. :-)
 
To draw too many conclusions from one marketing campaign tried by one company for 6 months would be silly. That being said, I think the no-sale strategy is a long-game play that isn't right for a company that is immediately in crisis. It takes time to build a reputation for low prices. But that's not to say that it wasn't JCPenny's *best* chance at success. To point out a failed strategy doesn't mean there was a possible winning strategy. Kobayashi Maru scenarios aren't that uncommon. Where would Apple be today without the ipod? Steve Jobs did amazing things for Apple but it took him years and even then the PC division is enjoying a halo-effect from the ipod but not really doing more than treading water.
 
BRANDON JAMESON said:
You're both missing my point completely but rock on!
Click to expand...

No. I got your point. I'm saying that your point is based on *assumptions* that probably aren't necessarily true. Wal Mart is crazy successful... and doesn't advertise sales. Amazon... super successful, almost no sales. Apple.... super successful, no sales.

While people like to feel like they're getting a deal, they also like to be loyal to someone who isn't trying to 'trick' them or 'screw' them. They're also lazy so they like to just go somewhere and know they're getting the best deal regardless of what the competition is doing. I pretty much don't compare-shop anymore. I just assume Amazon has the best price. I buy almost everything through Amazon because it's easy and trustworthy.
 
Sales are also overdone and "a dime a dozen." Boring. They can work for some companies, but at what price. The landscape may be shifting. I don't know what your history or success rate is, Brandon, but I know Tom Suiter and I have seen what Ron Johnson has done. These are guys that are in the league of Jim Jannard when we are tallying points. Like I said, I wouldn't count them out yet.
 
Ron Johnson is an incredibly intelligent businessman and knows what he is doing. You can't expect an immediate turnaround on companies that have been struggling, who release a new advertising and marketing brand to set themselves a part again, to make a name for themselves again, all within 6 months. It takes time and patience. Remember, they started advertising their "no sales" push at the beginning of this year, AFTER the holiday season (the busiest season for any retail department store). Watch what happens with JCPenny this fall and winter and THEN maybe you can say they "failed". But I'm pretty sure that is not going to happen.
 
Sorry, guys...

This post had almost NOTHING to do with JC Penny or the creatives behind the current campaign.

I was really sharing a way to understand how RED is evolving in the world inspite of "old thinkers".

Amazing, really.
 
BRANDON JAMESON said:
"Give up trying to educate, and work to inspire." Why do some marketing campaigns, like JC Penny's bold rejection of sales and coupons, fail.? Human beings are not uninformed, critical thinkers. They’re self-deluded, pleasure seekers. Recognize their present behavior for what it truly is, evidence of their beliefs and desires, and use that understanding to create something compelling. Help them experience a new vision, one which they find highly desirable, rather than dwelling on the downside of the status quo. Give up trying to educate, and work to inspire. This broad concept is applicable to many areas where you are trying to influence someone's behavior, including co-workers, family, and even when we are trying to influence ourselves and stretch our potential. Instead of focusing on resisting what is true today, why not create an irresistible vision that pulls you and others forward?
Click to expand...
To me, your post was simply obtuse. :huh:I agree with your first sentence a little. The rest, not so much. :nonod:
 
I don't shop at JCP at all, they need to pick up a bunch of new lines before I shop there. I don't care for their new catalogs however, of course I don't really order much out of catalogs anymore since I moved to a bigger city. It's not the marketing that gets me, or most people on REDuser I imagine to buy stuff. We are free thinkers, that's the reason we buy things that work, that are functional, instead of buying items based on a marketing campaign. That's the reason we don't let anyone tell us no, that's the reason that on the way back to the house from the mailbox we drop all of those stupid catalogs in the trashcan before we head back in. I am obtuse, and I am also the future.
 
Oh and i forgot to mention, people reject JCP because their clothes suck, not their marketing, lol. People like Target because they turn the AC down, have larger isles, wear ear pieces for communication, and have a Starbucks. I hate WALMART, and I am so glad there is an alternative.
 
BRANDON JAMESON said:
Obtuse works for me,Terry..the future is often received that way by many.
Click to expand...

Obtuse ramblings are also often perceived that way.

You contradict yourself. No-Sales, commitment to quality and store experience *IS* a rejection of the status quo which is "cheaper, cheaper, cheaper and cheaper".

If you think JC Penny failed because it's too 'old-thinking' then you aren't paying attention.
 
I f you think that's what my post was about...you're lost and should quit while you're..well, let's just say you should quit.
 
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