Posts Tagged ‘BusinessWeek’

Parlaying Reality TV Fame into Business Savvy

Lauren Conrad, or LC, as many of her fans know her as from her days on the MTV reality show “Laguna Beach,” might be a surprising person to read about in BusinessWeek. However, while many know her as a reality TV star (when “Laguna Beach” ended, MTV followed her college life and life in the working world with “The Hills”), she’s actually building herself up to become one of the biggest brands and businesses today.

Unlike many reality stars of her generation, Conrad’s public introduction involved neither a sex tape nor a friendship with Paris Hilton.

Lauren Conrad turned her "15 minutes of fame" into a brand.

Her reality shows have catapulted her into the market, and after the forays above, she is starting a new reality show (she left “The Hills” in 2009) to help her build and promote her brand. Her new series will function as a “weekly 30-minute commercial,” she says, for the LC brand. To ensure this, Conrad is an executive producer, hoping to capitalize, as Stubblefield puts it, on “more potential upside.”

Conrad’s longer-term goal, she says, is to create “my own business in replacement of the partnerships I have.” It will be, she predicts, a retail fiefdom encompassing books, clothes, and beauty products. As she ticks them off, the young mogul pauses, having momentarily forgotten something. “Oh yeah,” she says, “and a TV show.” At least for now.

Looking Elsewhere for Market Predictors

Maxi dresses were a huge trend in summer/fall 2007...right before the housing market crashed.

Maxi dresses were a huge trend in summer/fall 2007...right before the housing market crashed.

There are lots of correlations that usually don’t mean anything, but several economists swear they really can correlate certain trends with the financial market and can predict or move with the U.S. economic market.

BusinessWeek has reported a few of these superstitious predictors. Back in 2008, the magazine looked into more than 20 years of hair data (how this data was gathered and why it was even kept is something we don’t know) and how long Japanese women’s hair was, or what the hairstyle trend was, was in line with the market;

in 1990, 60% of the women surveyed kept their hair long or semi-long. But by 1997, when the economy was flagging, short or medium for the first time accounted for more than half of all haircuts. In 1998, Japan’s economy was savaged by major financial bankruptcies, including that of Yamaichi Securities, at the time the country’s fourth-biggest broker.

Today, with Japan enjoying its longest postwar stretch of uninterrupted economic growth, over 80% of the women have reverted to either long or semi-long lengths.

Skirt hemlines are said to be a common correlation with the market, as well. The stock market’s crash of 1929 was a defining moment for the economy and skirt heights; both  plummeted, with hemlines below mid-calf. A decade later, on the eve of the World War II, the U.S. economy entered an 80-month expansion which lasted through February 1945, according to the National Bureau of Economic Research. During this time, knee-length skirts became ubiquitous, though the trend had more to do with conserving fabric for the war effort than with the economy. But by the ’60s, miniskirts were in full swing…and so was the economy.

Remember what women were wearing right before the housing market crash from fall 2007 to about 2009? Floor-length maxi dresses were the huge trend in dresses. Seriously…this market-predicting trend is uncanny.

However, hemline indicators are a bit hazy currently. At New York Fashion Week, hemlines were reportedly all over the place — miniskirts and shorts, knee-length, and long dresses were all shown.

Which might be accurate, actually, as the market is still a bit…well, all over the place.

Largest Budget Deficit Yet in Ireland

This student in Ireland might not have a bright future ahead of him just yet due to Ireland's economy.

This student in Ireland might not have a bright future ahead of him just yet due to Ireland's economy.

Bloomberg Businessweek put this interesting video up on its website about unemployment in Ireland, and how it doesn’t seem to be going away anytime soon.

Watch here. How do you think Ireland’s economy can be helped? Is there anything business coaches and small business owners can do?

Where’s the Money?

Bloomberg BusinessWeek had an interesting update with various industries’ salaries in this issue.

You might be surprised to learn who got a raise during the recession, and which jobs are more in demand…

For example, a medical secretary makes marginally more than a legal secretary.

CEOs had a 41% increase in their salaries since 2009

The pay gap between police officers and fire fighters widened (police officers make more).

Computer and IT systems managers beat CEOs with their salary increase of 44%…

But general and operations managers and financial managers had the biggest salary increase of 51% each.

And, let’s keep in mind, that even though some salaries increased by large percentages, many salaries might still be on the low end. For example, pharmacy technicians had a 38% raise, and good thing, because the average salary for them in 2009 was $28,070.

Curious to learn more? Read the full article from BusinessWeek here.

Apple Attempting to Expand into the Elderly Market

Would the iPad appeal to senior citizens?

Apple probably never really thought about the need to tap into the market that’s age 65 and up, but with the iPad, it makes enough sense that they’re trying.

Think about it: senior citizens have lots of time, money and curiosity…if they also want to take the time to learn how to use “newfangled gadgets.”

Why not push beyond its traditional customer base — the younger, tech-savvy crowd?

According to an article in Bloomberg BusinessWeek, the iPad’s “book” size is appealing to an older crowd, and it’s forgiving of mistakes when using it, unlike a PC. Another plus Apple is saying about the iPad? It could help seniors fight dementia.

It doesn’t sound all that impossible when you put certain factors in perspective…do you think Apple can successfully market the iPad to the elderly?

Americans are Cutting Back…or Are They?

Despite the high unemployment rate and unstable job security, many just can't give up daily costs, like Starbucks coffee.

Despite the high unemployment rate and unstable job security, many just can't give up daily costs, like Starbucks coffee.

Last week’s Bloomberg BusinessWeek published a very interesting cover story regarding the recession, Americans, and their spending habits.

BusinessWeek actually visited several big-name malls and stores across the country — Mall of America in Minneapolis, Fashion Show Mall in Las Vegas, Woodfield Mall in suburban Chicago, Barneys in New York — to ask shoppers their thoughts about the economy and, since most of their thoughts were negative, why they were out shopping if they thought like that?

According to Consumer Reports, even though 51% of consumer say they’re trying to save, of those people, 17% are still spending outside their means, and 20% are buying on impulse,and still treat themselves to new, expensive purchases they might not have bought for themselves six months ago, like an iPhone4.

It’s interesting, reading about the irony of people juggling their iPhones in one hand, Starbucks coffees in the other, yet talking about switching to less expensive laundry detergent, soap and shampoo brands. But cutting costs is costs, and that’s how many shoppers justify buying Starbucks in the first place.

One woman confessed to “looking at price tags a bit more carefully” in the Fashion Show Mall in Vegas…yet she had splurged on the trip to Vegas itself. Even though she told BusinessWeek, “It’s really tough right now,” she also admitted to “pulling out all the stops” for Vegas and getting a room for the trip at the Bellagio.

Hypocrisy? Maybe, but what does it say about people and how they’re dealing with cutting costs in a recession?

Other Ways to Market a Brand

Coca-Cola is a brand that everyone knows and recognizes. In fact, it’s been number one on BusinessWeek’s top 100 global brands list for several years.

But Coca-Cola doesn’t take its ranking for granted. It keeps up its game. It stays on its toes. And it’s always coming up with new ads.

But next year, it’s going to try marketing itself a bit differently.

Three teams are in the running to become Coke’s Happiness Ambassadors. Their mission is to visit 206 countries where Coke is sold in 365 days and seek out the happiness Coke brings and report it for all the world to see via blogs, videos, interviews, photos and, of course, tweets.

Besides being a great opportunity for young people, Coke realized the value in doing something like this: it draws attention to their product. Sending young people out to several different countries to find out what happiness means to those people and reporting it back is an outside the box way to promote its current ad campaign – open happiness.

Voting for the three final teams, Team WOW!, Team SHA-BA-BA-DOO and Team THE MIX, ends this Friday.

Using this campaign as an example, are there any fun things your business can do or promote that tie in with your product to gain even more exposure?

If You Can’t Find a Job…Create Your Own?

She started her own company.

Shama Kabani started her own company.

BusinessWeek is reporting dismal, depressing numbers for recent college and graduate school grads.

Titled “The Lost Generation,” the article goes over lots of numbers about how college grads or young people with jobs have been the first let go in this economy in most cases, and those who are on the hunt for a job are out of luck even with service industry jobs.

But the positive spin – some young people did something about their rejection and tough job markets.

They simply started their own business.

Shama Kabani is on BusinessWeek’s “Top 25 Entrepreneurs under 25″ list this year.

She is just one person who, when she wasn’t hired at big consulting firms like McKinsey and Bain & Co., decided to venture out on her own.

While completing her master’s degree in organizational communication at the University of Texas at Austin, Kabani wrote her thesis on Twitter and other social networking sites and their benefit.

She became convinced businesses could use the tools to market their products and services. But when she applied for jobs and gave interviewers that pitch, she was rejected.

Nobody really cared for social media at that point in time.

But Kabani believed she was on to something, and founded her own full-service online marketing firm in March 2008, called Click To Client.

It provided several Web and social media services to clients, like building Web sites, managing SEO, and creating and managing social media campaigns.

The six-employee business now takes on about 25 one-off projects a month and acts as an online marketing department for six regular clients on a retainer basis.

Kabani said Click To Client had about $120,000 in revenue in 2008, and she expects $280,000 for 2009, and is shooting for $1 million in 2010.

So while BusinessWeek’s cover story isn’t the most hopeful in terms of the future job market, at least it features other young people like Kabani who can keep things in a positive perspective.

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