December Edition

Note from the Editor: This issue of Spin Cycle is dedicated to gadget wars. The Spin Cycle contributors have done their homework and are ready to debate. Does Zune stand a chance against the iPod? And whose marketing and advertising will win over consumers in the game console fight? Also be sure to scroll down for a Spin Cycle Exclusive Exit Interview.

Gina Bolotinsky – The Power of the Brand: iPod vs. Zune

Microsoft finally entered the mp3 arena with its Zune this holiday season. The introduction made a big splash on paper and the web with all the technology reporters giving their two cents. The late James Kim of CNET wrote "the Zune is a very good start," indicating that it does not quite match up to its competition.

Aside from the reviews, however, hype about the Zune has yet to arise. Perhaps, Microsoft is not used to being the underdog and that is why a marketing push has been largely neglected. Can anyone recall a Zune commercial? I can only remember one, which reminded me very much of a Tommy Hilfiger or an American Eagle ad. Basically, there was nothing unique or memorable about it.

Peter Kingsley, group manager for Zune brand marketing, commented on the issue by saying, "we recognize that Zune cannot expect to compete for mass market mindshare on the same level as iPod in the short-term. Striving for this would be fool-hardy."

Peter, you have a point, but you could have at least given it a shot.

However, as public relations professionals, we have to give Microsoft credit for addressing this issue. Often times, these blunders are shushed with atrocious "no comment" responses. It is always wise for a company to acknowledge its disappointments and to reassure the public that improvements are underway.

With that said, in that same article in which Peter made his bold statement, CNET reported that Microsoft is investing more money into ad dollars in the coming months. They want to strongly push the wireless sharing component of the Zune to differentiate it from the iPod. To conquer the brand presence of the iPod, though, Zune will have to do much more than that.

For iPod, coming back strong with its 5th generation series was as simple as having a 20 second clip of an ethnic blend of young people clipping the new Shuffle to their clothes. While the new snap-on Shuffle speaks for itself, the brand iPod built over the years allows this short ad to speak loud and clear. I own a 4th generation 30 gig iPod and I would love to have the new Shuffle as an accessory. Sure it's more convenient to carry and all, but mostly, I just think it's really cool. And that's what's made, and continues to make, all the difference.

PlayStation 3: Marketing Genius or MISTAKE!! – Walter Fowler

The way Sony has marketed their newest console may make the most sense for those of you who are not heavy into gaming. The PlayStation 3 was shrouded in secrecy so well that some of the first Japanese Buyers were still unaware of all of the features it contained. Fortunately, American buyers, who had to wait an extra week for PS3's North American release date, were able to find out exactly what was and was not included in this obscenely expensive console (well those of us who were not camping out in front of our local BestBuy in hopes of getting one).

Now, I know you are thinking "How is that a marketing strategy?". Well let's look at what Sony is in the mind of a consumer. To me, Sony represents quality and reliability. Most recently, Sony has come to represent style and entertainment just as much as it does electronics through its well thought out and effective marketing techniques.

So, now that Sony has done a more than adequate job over the past 28 years of brainwashing you into assuming that their products are well worth the higher price tag, is there really a need for them to explain why the newest adaptation of its PlayStation console is over $200 more than its closest competitor, the Xbox 360. The answer is yes (for me, it was more like ABOLUTELY), and the reason had better be very obvious.

In preparing for the PS3 launch Sony did nothing, absolutely nothing. The demand for information was unbelievable, and, in its absence, rumors began to pop up all over the internet, resulting only in increasing visibility. It will be interesting to see how things turn out regarding sales between the Ninteno Wii and the PS3, with PS3's marketing strategy being relatively low prior to launch and the Wii totaling a little less that 50 million (with plans to spend over 200 million through 2007).

In the videogame market the PlayStation name carries a significant amount of weight as a technological leader, but it also needs to carry enough weight to surpass the Microsoft Xbox offerings. This is easily accomplished with over a years worth of extra planning time, as Microsoft débuted it's Xbox 360 in mid '05 in order to jump the market and chip away Sony's well established 62% market share. Now this is where price really becomes an issue, as Sony is forced to load its latest system full of fancy electronics. This is necessary because they will need to ensure that the PS3 will be able to compete with Microsoft's next generation console, should they choose to jump the market again. But is it overpriced? The answer is no, and the timing behind this release may be Sony's only saving grace.

The gift of choice this holiday season, much like last year is HDTV. More HD capable televisions will be sold this holiday season than any other electronic item. People often find value in devices that are capable of multi-tasking and taking up less room, both of which the PS3 is capable of doing with the addition of a Blu-ray player. This may very well be the PS3's most important addition, an HD video component. This factor immediately turns the attention of consumers to the value found in a unit that plays both video games and HD movies (a stand-alone Blu-ray player retails between $1000 and $2500). Unfortunately, this is where Sony may have alienated itself a bit with the North American market. By neither confirming nor denying the inclusion of a Blu-ray player, there may have been some confusion with consumers regarding this 'value'.

Finally, I think I can answer the big question: Is this Marketing Genius or Mistake? I would say genius, but only because the 400,000 consoles sold out on the release date, and although that is no indication of success, now that the release date has passed and all of the facts are out, there is plenty of time for people to sit back and really delve into the capabilities of the PS3. If I had to wager a guess, I would say that Sony will continue to sell its PS3 console at a steady rate following the holiday season, despite its less than attractive price tag. Interest in the Blu-ray player may also increase as people become more interested in making full use of their newly acquired HD televisions.

The Wii Market – Chris Hamilton

A couple of years back there was a movie called "The Blair Witch Project" made by a couple of young and upcoming filmmakers. At that time, every other movie was trying to outdo the next by using the newest in special effects. The Blair Witch Project was different. They chose to use the audience's imagination to create a different type of suspense and special effect. They were also successful in marketing their movie purely by word of mouth and the debate of whether or not the story was real. This marketing concept challenged the way other movies were being put together and marketed.

Just like the Blair Witch Project, Nintendo is using these same concepts to market, advertise, and sell their new gaming system the "Wii". Word of mouth advertising/marketing has helped to move the Wii off the shelves and under the tree this holiday season. Everything from the controller to the name, and the products originality is helping to sell and market the Wii.

First off the name is Wii, which according to Nintendo officials is based on the word "WE".

Nintendo says this means their system is designed to reach outside of the normal gaming market.

Michael Gartenberg, a director at Jupiter Research says" They have changed the way you interact with the game and that is resonating with consumers."

The Wii, in essence, helps to sell and market itself because of its new game play. Users use the remote control strapped to their hand, and it makes your hand/arm part of the game as you swing, hit, or strike while using the gaming system. All of these things are helping to market and sell the product.

And despite the fact that Nintendo plans to spend over 200 million dollars in marketing the Wii-their best marketing to date has been through word of mouth.

Nintendo recently launched the Wii Mall Experience; setting up Wii kiosks in 25 major shopping centers across the country. They also launched the Wii ambassador program, another program designed to get the word out. Three categories for the Ambassador program are multi-generational families, hard-core gamers and modern moms. Through the ambassador program, the ambassador got to play and experience the Wii with thirty of their closest friends and relatives. Those people then got to share their experience on the Wii.

The commercial that best summarizes the Wii System is one in which several Asian men come to a man's house and begin playing the Wii against him. The Ad suggests that even people of different cultures can come together by playing this new interactive system.

The Nintendo Wii is the "Blair Witch Project" of gaming. Instead of using the model of having the best graphics and sound, the Wii concentrates on a new type of play.

Nintendo sold 476,000 systems in their first two weeks, whereas Sony only sold 200,000. Sony also didn't produce enough PS3's in the US. There were reported widespread shortages of the product. Not the best way to get on a consumers good side.

Costing only about $250, the Wii is a bargain compared to the $600 PS3 System. So on price alone, the Wii stands out. Who ever thought that there would be a game console that could be fun for the entire family? On Christmas day it's its seems possible to play Ultimate Bowling with your Grandma or IceAge 2 with your nieces and nephews on the Wii, then a fantasy game on the PS3.

Exclusive Interview with Bryan Pope

In an exclusive interview, Bryan Pope sits down with Spin Cycle's, Tori Pugliese to reflect on his three years at Connors Communications

Q. Well the question on everyone's mind...why are you leaving Eden?
A. It's always been a dream of mine to pursue a career in Criminal Justice at the Katherine Gibbs School. From there, it's on to dream number two...a degree in Welding from Apex Technical School.

Q. How do those fit together?
A. Fighting crime with blow torches.

Q. Your departure has been amicably accepted. Why is that?
A. Well it's kind of surprising, and I'd be lying if I said I wasn't scared when I broke the news. Luckily my friend who is a cop let me borrow his flak jacket, so I felt secure telling Connie. But instead of being upset, everyone seems really thrilled that I'm leaving. There's way more high-fiving than usual and they just installed a slip 'n slide.

Q. What's one of your fondest memories at Connors?
A. Well, I definitely have more than one, but if I had to narrow it down I'd say using the Connors Marketing account as a front to search out, nominate, submit and fund my winning entry for PR News' Account Executive of the Year. Thanks!

Q. Any advice for new employees?
A. Yes.

  1. Make friends with the SEO group – you never know when you may need a USB stick and they definitely hold the keys to that treasure chest.
  2. Don't trust a word that Adam Edwards says. He's my sworn nemesis and has tried to poison me on multiple occasions. If he asks you to share some pink lemonade with him...don't drink it. Oh, and avoid his windowless van.
  3. When KF giggles uncontrollably after diagnosing a computer problem, it means you're going to need a new computer.
  4. You'll never understand the Flex program, so don't bother asking.
  5. Taking the freight elevator warp you two days into the future. Use it to see how that press release pitching will turn out. It's been the secret to my success.
  6. Mike Manning once worked so hard that he had a dream in MS Windows. Don't work that hard.

Q. Speaking of...what is the secret to hard work?
A. You work as hard as TimeBase says you do. Use the categories of Planning and Research as much as you can - they can't pin you for those. Avoid Connors General.

Q. What was the best advice you ever received at Connors?
A. The trick is, kick someone's ass the first day or become someone's bitch. Then everything will be alright.

Q. Any closing statements?
A. I see everyone here at Connors as a true friend, not a co-worker, and I've been really lucky to find a place like this. I'm not letting you guys fall out of touch with me, so it's really not a goodbye, just a ‘I'll talk to you later'.

Trust Me on This - Ben Hawken

Have a Safe and Happy Holiday—All You Need is a Piñata

The distinctive spirit of the holiday season is a rich amalgam of boundless optimism, unmitigated kindness and a hope for, as the poet said, "Peace on earth goodwill to men."

My warm memories of childhood holidays are filled with laughter, love, great food and the dulcet tones of holiday music.

Among the many memories that stir in my heart each year as the weather grows cold is a special holiday gathering which I refer to as "The Condom Piñata Incident."

During my sophomore year of college, my mother's side of the family decided to have a Mexican-themed Christmas dinner, complete with post-meal festivities. That meant a lot of Corona, but it also inspired my aunt to bring an authentic piñata.

We spent the entire afternoon singing along to "Feliz Navidad" and gorging ourselves on enchiladas and avocadoes stuffed with guacamole.

Everything, especially the menu, had been superbly planned. The filling of the piñata was the only detail that had gone neglected until the last minute.

The day before the party, in a last-ditch effort to load the paper mache donkey with prizes, my aunt had gone into the backroom of the doctor's office where she worked and filled the festive burro with whatever she could find.

Fast forward to the night of our party.

The piñata is finally broken by its ninth attacker (my dad) and the contents showered the surrounding area.

As we each rushed in to collect our share of the loot, some specific items became quickly identifiable. I first came across a pack of antacid, then some dental floss. Next I found a packet of Advil, some laxatives, a toothbrush, a super ball, Bengay, Band-Aids, a friendship bracelet and, finally, a large pile of condoms.

My cousins and I were by no means naive, but we were all a little surprised.

In retrospect, perhaps my aunt had felt the need to emphasize the positive aspects of contraception since over half of us lived away from home. Or maybe she just needed something to fill the top third of a paper mache donkey.

Despite the strange prizes we all collected, I will admit that I'm glad it was her that went around the office commandeering office supplies and not my dad. If he had been given the same task, we would have been gleefully diving for staplers, obsolete printer cartridges and "If it's not Boeing, I'm not going!" bumper stickers.

This year I will be far removed from that family gathering, but the memory of freshly made salsa, two-pound burritos and free prophylactics is still with me. Someday I will make it back and, if I'm lucky, my uncle the jeweler will be the one in charge of filling the piñata.