Monthly Archives

November 2014

Management Perspective: Happy Thanksgiving!

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Happy Thanksgiving to all!

Thanksgiving is the time of year that either makes people crazy or nuts depending on which side you’re on. Do you frantically dress the house a la Martha Stewart and craft the most amazing meal to impress a giant group of starving friends and family?

Or do you cower in the corner waiting for it to be over, hoping you won’t be judged harshly for the once frozen turkey breast and Stove Top Stuffing you’re putting on the table?

And all this for one day that all but gets lost in the great generic holiday time warp that makes everyone lament, “Where did the time go?”

But we’d miss the excitement and the excuse to get together if we didn’t have it. It’s the one time we can take a moment to give thanks for the people and blessings in our lives. So try to enjoy it – in between the work and the travel and the shopping plans – and remember that life is short, appreciate the people around you and the things you have.

That said, I’d like to say thanks. Thanks to our wonderful clients for your business partnership and friendship. Thanks to our vendors for making us look good. Thanks to our freelancers for your dedication and talent. And, importantly, thanks to our employees who make d.trio the unique agency it is.  We truly are blessed.




Black Is The New Black

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Thinking about the looming holidays brought up a couple questions on our minds about the year’s biggest shopping day.

But first, a little history.  Apparently, the term Black Friday was coined in 1966 in Philadelphia, as it was a day the police force came to hate due to the increased pedestrian and vehicle traffic and the general chaos (even violence) surrounding the holiday shopping crush.  The idea that it signifies retailers getting into the “black” (profitable) from being in the “red” (loss) for the first ten-plus months of the year came along much later.


How do retailers determine their pricing strategies?

When it comes to Black Friday pricing, you need a PhD in Economics to even begin to understand the complex methodology that goes into it. But it basically comes down to this: offering prices low enough to make customers want to camp outside your front door.

The rule is there is no rule. Every retailer seems to have a different strategy and a different threshold for discounting their products and services—the one constant being a desire to create as much hype as possible. But really, much of the process is trial and error—and studying what’s worked in the past. Even so, just because it worked last year, it doesn’t mean it will work this year.


What’s the frenzy all about?

What about Black Friday turns regular civilized people into a frenzied mob? Buying is an emotional experience. And no single day of the year engages emotions for many like Black Friday. Here’s how some psychologists explain it:

Time Pressure makes us nutty. Creating a sense of urgency puts people in the spending mood. Nobody wants to miss out on special “one-day only” savings. Unfortunately, it also makes them use poor judgment, either buying things they don’t need or not doing enough research first.

Scarcity makes us want it even more. Those limited time offers tap into a basic human emotion that goes back to caveman days. If there’s not enough to go around, a bell goes off in our heads that we have to have it. We don’t want to miss out on that new waffle maker, even if we already have one.

The thrill of the hunt. Black Friday feeds people’s competitive spirit. There’s something satisfying in knowing you saved money or landed the last of a hot item. It makes the buyer feel like he or she “won”.


For whom are people shopping?

That depends who you ask. While most people think of the day after Thanksgiving as the official kick-off to the holiday gift-shopping season, a large percentage of people seem to be out to score a great deal for themselves.

According to a recent survey, 44% of all Black Friday shoppers were looking out for number one. Of male shoppers, 51% were ready to pick up a new TV or laptop for themselves. In terms of age groups, the most selfish (57%) were those between 18-35. The most selfless? Of people 36-54, only 31% said they were shopping for themselves—not exactly surprising, since this is the group with kids at home to buy holiday gifts for.


So, for those of you venturing out on Black Friday either for yourself or others, have fun and be safe.  And remember, a waffle maker makes a great stocking stuffer.


The doughboy’s new pants and other great holiday ads

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Well, the holiday season is in full swing and there’s a lot of great marketing going on. This year the pitch seems a lot less focused on things and a lot more focused on dreams, imagination, stories and human connection. One of our favorites is Target’s marshmallow ad:

And Coke, after all the great polar bear ads throughout the years has put together a really great campaign based on, well, people:


And last, but not the least by a long shot, have you seen Pillsbury’s holiday ad yet? The one where the Doughboy gets……jeans! We’re a little bit in love with it over here and got into one of our “conversations” about what he might like to wear with his jeans. First, if you haven’t seen it yet, watch it here. We’ll wait…

…cutest thing ever, right? Tiny little jeans.








So, what should the Doughboy wear as a shirt? Here’s a few options. Feel free to vote at the end or send us some other ideas.

1. The  flannel. Because he might secretly be a lumberjack.









2. The Hawaiian. Because he might not be a lumberjack. Goes well with hats.







3. The classic t-shirt. Always a hit with jeans. And a kerchief.








4. The leather jacket. Because Fonzie.








5. The hoodie. Mostly because of the hat.










Time to vote:

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