Light Up Necklaces Help Promote Red Doors Movie at the 2005 Tribeca Film Festival Awards
June 13, 2005 -- Jane Chen (Producer) of the Red Doors Movie stated, "The necklaces have been a huge hit. Several people have offered to buy them. They are great at parties and at screenings - the red glow looks really cool in a dark room. Everybody asks about them when they see them so it's a great entre into talking about the film". Not only has A&R Designs worked with the promotion of the Red Doors Movie but they have worked with Tribeca Film Festival for last year's 2004 festival awards. Red Doors tells the story of the Wongs, a bizarrely dysfunctional Chinese-American family living in the New York suburbs. Ed Wong (Tzi Ma) has just retired and plots to escape his mundane life. However, the tumultuous, madcap lives of his three rebellious daughters change his plans. From the beginning A&R Designs took this marketing project to a whole new level by creating a marketable product that the public would buy into based on key elements surrounding the Red Doors Movie. The Movie & Entertainment Industry relies on ad specialty companies like A&R Designs to help generate sales, awareness, create interest and promote a theme to achieve their marketing objectives. Behind every success, A&R Designs has always been the front runner when it comes to developing and creating a marketable promotional product for every type of special event. There is no doubt that A&R Designs is truly a company that knows how to get the job done when it comes to marketing. Angela McKenzie
A&R Designs
Tel: 1-866-503-8687
Fax: 703-995-0715
Web: http://www.arpromotionalproducts.com
Email: amckenzie@arpromotionalproducts.com
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Americans have always liked their coffee hot. But then Starbucks
made hot coffee desirable, in demand, and extraordinarily
profitable. And then Starbucks made coffee "cool" with its
super-popular iced Frappucino drink -- just as trendy,
fashionable, and universally appealing.
Starbucks is no doubt one of the greatest marketing stories of
recent history. How this company turned an unassuming beverage
into an icon of sophistication and taste is no mystery, however.
It's all about a marketing tenet called positioning.
The coffee company started out in Seattle's Pike Place market in
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In other words, the public's perception of Starbucks has to do
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a business based on a little brown bean.
The Starbucks story illustrates at least two powerful marketing
principles. Both help us to better understand effective
positioning, or the process of finding a "place" for ourselves
in people's minds:
People buy for their own reasons, not anyone
else's.
The stronger position is found in the experience, outcome,
or benefit you provide as opposed to the methods you use for
producing those outcomes.
Starbucks shows us that it's not about packaging -- it's about
positioning. The environment of Starbucks creates an experience
that invites us to come study for exams, hang out and
philosophize with friends, or get the day started with a warm
cup of java and the morning news. Starbucks is an invitation to
linger, not just get your coffee and go.
When you are assessing your own position and considering how you
might improve your image and thus your market share, remember
that there are essentially four winning positions: better,
different, faster, or cheaper. You can certainly position
yourself as one of these, perhaps even two; capturing a position
as three of them is tough and probably not desirable, and
cornering all four is just about impossible.
Not everyone is up to the task of creating another Starbucks.
It's tempting, with price wars so rampant, to believe that a
perception of being cheapest is easiest to establish. Yet in
truth this is the most difficult because of fixed costs. It's
like doing the limbo: you can go only so low, and then you're
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How about being better instead? Contrary to popular belief, this
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or ability has no constraints. One tip: when you capture the
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Starbucks capitalized on this technique, as did Dennis Rodman,
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style. His fashion and fascinating antics made him so unique that
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sport.
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up, so BMW -- a competitor with a parity product -- simply
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And voilà: BMW became as hot and desirable as a cappucino on a
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Who is my premium client? Who would be the most enjoyable
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What are this client's unique desires, needs, and
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What do I (or can I) provide in a unique way to help my
clients achieve their business outcomes?
How can I position myself as an expert in this market?
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everything you say to people, any support materials you use,
even the way you dress and act -- directly to this audience to
help establish your position. This is the first step to "owning
your market."
Positioning is like popularity: You have to be seen in the right
places and with the right people. This is more than social
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Positioning is as much about who you are not as it is about who
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forward; he is the outrageous, extreme athlete who is a
recognized celebrity even for people who don't know basketball
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