this saturday, oct 31 - admittedly, halloween - is the first american-muslim consumer conference.
even the fact that it exists in itself, is a thrilling event.
given the current vagaries of the economy, when you discover an entire affluent group of consumers who are literally LONGING to be targeted - why would you ignore them?
here's the thing - muslim-americans spend money - our value as consumers is estimated as $179 billion to $200 billion - and we are educated, tolerant, open to marketing and desperate to see ourselves well-portrayed in the media.
even the discreet, small-scale advertising targeted toward muslim-american consumers has been incredibly effective - we come out in force when we see ourselves recognized. resulting sales have been proven to increase 2-400%. on a larger scale, imagine the possibilities...
and here's the thing - targeting muslim-americans needn't be just selling halal food - the quran exhorts humans to look after the earth, perfectly synchronicitous with the green movement in marketing.
the quran also asks that we treat workers fairly, that we give charity, that we help people with our consumption - a perfect segue into fair trade products, products that help struggling people succeed, products that give back in so many ways.
muslim-friendly financial products could involve a share in profits and losses, a responsibility for social and environmental effects.
muslim-friendly clothing is not only modest, it's organic, it's fair-trade, it's attractive and it doesn't overtax our resources.
muslim-friendly books aren't just based on islam - they are books that espouse values that help us to be better, healthier, kinder and more well-adjusted people...
all right, corporations, we're practically putting this in your laps. on your marks, get set, sell!
Thursday, October 29, 2009
Wednesday, October 28, 2009
let's get retarded in here
feeling uneasy & anxious today. something's got to change.
admittedly, i have the patience of a fruit fly.
but post-pilates yesterday, we were all sitting around discussing the economy, the way the super-rich are manipulating the poor - through technology, drug testing, money, precious metals, etc - and all the current scams.
and i was drained.
i just wanted to go shopping. i want to see bright colors and shiny objects. i want sparkling party dresses and high-heeled shoes. i want a week in disneyworld where absolutely everything is clean and happy and insignificant.
suddenly, after a year, i was desperate to go into a department store, a huge, glistening emporium of gifts and pleasure. i want to be distracted and entertained on a scale so large and insincere it brightens up all the dark, depressing corners of my mind. even it's only temporary.
this is why, if you're a retailer, it's so important to say, "oh look, we've got all this fun stuff! come see!" it's important to be the retail equivalent of a movie like "knocked-up" or "pineapple express" - so incredibly amusing and silly and smiling that you brighten everyone's mood - without leaving them with the sour feeling of having been scammed or driven into debt in the aftermath. (because then they won't come back).
that's the rising appeal of places like topshop or designer collaborations with target, wal-mart & kohl's - it's a carnival, it's ethereal, immediate and fabulous - but you always feel you've had value for your limited funds.
that's what i want right now.
a cheap thrill.
admittedly, i have the patience of a fruit fly.
but post-pilates yesterday, we were all sitting around discussing the economy, the way the super-rich are manipulating the poor - through technology, drug testing, money, precious metals, etc - and all the current scams.
and i was drained.
i just wanted to go shopping. i want to see bright colors and shiny objects. i want sparkling party dresses and high-heeled shoes. i want a week in disneyworld where absolutely everything is clean and happy and insignificant.
suddenly, after a year, i was desperate to go into a department store, a huge, glistening emporium of gifts and pleasure. i want to be distracted and entertained on a scale so large and insincere it brightens up all the dark, depressing corners of my mind. even it's only temporary.
this is why, if you're a retailer, it's so important to say, "oh look, we've got all this fun stuff! come see!" it's important to be the retail equivalent of a movie like "knocked-up" or "pineapple express" - so incredibly amusing and silly and smiling that you brighten everyone's mood - without leaving them with the sour feeling of having been scammed or driven into debt in the aftermath. (because then they won't come back).
that's the rising appeal of places like topshop or designer collaborations with target, wal-mart & kohl's - it's a carnival, it's ethereal, immediate and fabulous - but you always feel you've had value for your limited funds.
that's what i want right now.
a cheap thrill.
Monday, October 5, 2009
let me in!
been thinking about high-end luxury brands especially after reading that jimmy choo is going to come out with a total lifestyle brand.
and wondering (like pam danziger's astute readings) whether it is really necessary.
we are all - even shopping addicts like myself - shopping differently. we think twice, even on impulse purchases. every penny saved is really a penny saved. i find myself only parting with cash when i feel something is absolutely necessary, even when i can afford it.
or one-time only rare and remarkable. i am drawn to temporary pop-up shops, to ethereal and immediate collaborations between low and high - vera wang for kohl's, norma kamali for wal-mart, alexander wang for gap, mcqueen for target and christopher kane for topshop... years ago, i stood in line in the pouring rain for HOURS to get the anya hindmarch bags for wholefoods - i would still do that today.
there is the thrill of the chase, the idea that something is only available for a minute, the sense that i am clever for recognizing a historical event and becoming a part of it.
but there is the other thing - something that was previously out of my reach - either economically or psychology, just offered me a step up.
suddenly, as a brand, it is no longer cold, it is both re-invigorated, fresh and friendly.
as a consumer, i felt i had a personal invitation to come inside.
when an otherwise unapproachable luxury house like gucci, prada, louis vuitton or chanel creates an affordable and totally surprising collaboration, we'll feel like the door is open.
now they are speaking to ME.
and next time i have a bit more money to invest - i'll walk through the heavy glass doors into the icy showroom and feel the heat of desire because the brand has turned its perfect gaze to us...
and wondering (like pam danziger's astute readings) whether it is really necessary.
we are all - even shopping addicts like myself - shopping differently. we think twice, even on impulse purchases. every penny saved is really a penny saved. i find myself only parting with cash when i feel something is absolutely necessary, even when i can afford it.
or one-time only rare and remarkable. i am drawn to temporary pop-up shops, to ethereal and immediate collaborations between low and high - vera wang for kohl's, norma kamali for wal-mart, alexander wang for gap, mcqueen for target and christopher kane for topshop... years ago, i stood in line in the pouring rain for HOURS to get the anya hindmarch bags for wholefoods - i would still do that today.
there is the thrill of the chase, the idea that something is only available for a minute, the sense that i am clever for recognizing a historical event and becoming a part of it.
but there is the other thing - something that was previously out of my reach - either economically or psychology, just offered me a step up.
suddenly, as a brand, it is no longer cold, it is both re-invigorated, fresh and friendly.
as a consumer, i felt i had a personal invitation to come inside.
when an otherwise unapproachable luxury house like gucci, prada, louis vuitton or chanel creates an affordable and totally surprising collaboration, we'll feel like the door is open.
now they are speaking to ME.
and next time i have a bit more money to invest - i'll walk through the heavy glass doors into the icy showroom and feel the heat of desire because the brand has turned its perfect gaze to us...
Wednesday, September 2, 2009
ethereal story, pedestrian conclusion
it's so strange that a beautiful vision can transport you - take you out of your own reality into someone else's, transform your moment into a dream - and a bad tagline can send you crashing back down into reality.
the wrong words can turn the whole thing into an obvious cliche or a bad joke.
is anyone listening?
Monday, April 27, 2009
technorati
having trouble getting my blog on there. Technorati Profile
let's see if this works.
swap claim code
please excuse the technical malfuctions.
let's see if this works.
swap claim code
please excuse the technical malfuctions.
WHO CARES???
i spent this weekend up at columbia at an event called Muslim Leaders of Tomorrow.
apart from being floored by the sheer talent, credentials, education, skills and clout of the young muslims in the attendance - i was also blown away by what we learned.
our first lecture was by two PR companies (Fenton and Auburn communications, respectively) - who reminded us how to deal with the press effectively, how to become the go-to person for press outlets, how to keep control of an interview and how to make sure that what you're doing and saying is newsworthy.
which led perfectly into my second part - the op-ed project - we took part in an incredible program that attempts to level the field in policy-making and influence by increasing the number of women writing op-eds. currently, editorial writers are 90% white male. this is partly because only 1 in 10 op-ed submissions comes from a woman.
however, for me, the most interesting part of both programs was a question from catherine orenstein, one of the founders of the op-ed project:
do you understand your knowledge, experience and power in terms of its value to others?
in other words, why does what you want to say matter?
in other words, SO WHAT?
this is a question i tend to ask clients i am working for - and it usually gets them angry and irritated - but it is incredibly useful in getting them to appeal to their audiences more effectively.
think about your message. is it internal or designed for your target?
for instance, Google's mission - do not do evil - is internal. it's for the people inside google.
if your mission is "artistic excellence" - that's for you to strive for - not for audiences who want a story, an emotional connection, who want to be moved, distracted and entertained.
when you think about what you do - always ask yourself - WHO CARES?
not from the pov, that's "it's good for them" - because no one wants to take their medicine.
but how does what you do/create/communicate add positive value to someone's life in a way that he/she will seek you out?
how do you become the object of desire?
by asking yourself again and again the hard question - WHO CARES?
Technorati Profile
apart from being floored by the sheer talent, credentials, education, skills and clout of the young muslims in the attendance - i was also blown away by what we learned.
our first lecture was by two PR companies (Fenton and Auburn communications, respectively) - who reminded us how to deal with the press effectively, how to become the go-to person for press outlets, how to keep control of an interview and how to make sure that what you're doing and saying is newsworthy.
which led perfectly into my second part - the op-ed project - we took part in an incredible program that attempts to level the field in policy-making and influence by increasing the number of women writing op-eds. currently, editorial writers are 90% white male. this is partly because only 1 in 10 op-ed submissions comes from a woman.
however, for me, the most interesting part of both programs was a question from catherine orenstein, one of the founders of the op-ed project:
do you understand your knowledge, experience and power in terms of its value to others?
in other words, why does what you want to say matter?
in other words, SO WHAT?
this is a question i tend to ask clients i am working for - and it usually gets them angry and irritated - but it is incredibly useful in getting them to appeal to their audiences more effectively.
think about your message. is it internal or designed for your target?
for instance, Google's mission - do not do evil - is internal. it's for the people inside google.
if your mission is "artistic excellence" - that's for you to strive for - not for audiences who want a story, an emotional connection, who want to be moved, distracted and entertained.
when you think about what you do - always ask yourself - WHO CARES?
not from the pov, that's "it's good for them" - because no one wants to take their medicine.
but how does what you do/create/communicate add positive value to someone's life in a way that he/she will seek you out?
how do you become the object of desire?
by asking yourself again and again the hard question - WHO CARES?
Technorati Profile
Wednesday, April 22, 2009
Muslims for Peace!
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