Canadian Marshall McLuhan coined the phrase “The Medium is the Message” (it’s a link to a video clip, click on it). And for sellers, choosing the right medium can make a world of difference to the campaign’s success.
We all know about going “virtual”. Businesses have moved from mere occupation of physical space to setting up shop on the Internet. From the cds, dvds, books to ordering Dean & Deluca gift baskets, the cyberspace has become second nature to many online shoppers, and converts are being made even as we speak (of it). But companies are increasingly tapping on this global phenomenon to boost sales and generate much talk over their products; just from picking the right channels, a wider target audience is captured.
Thousands of teenagers are also Allowance-No-More
Take Threadless, for instance. It just had it’s Summer Heatwave Sale!, one of several over the year. Decorating the calendar with seasonal clearance sales that include Easter and Christmas, this innovative brand recently went on Twitter, sending out tweets to update loyal followers/fans/shopperholics or anyone with remaining credit balance on their visa or mastercards. I think one of the most unusual characteristics of this corporation is that it established its online fame before opening its first physical store in September 2007, 7 years after its virtual inception!
What made it so popular though, was the fact that they appealed and catered to a very young and hip market. Selling its shirts online, using widely-recognised and used social networks such as Twitter and Facebook are barely the main reasons for its popularity. Its young, fashion-savvy consumers are billboards themselves; the tees that they purchase and wear so proudly is a common topic for watercooler sessions. Well done, Threadless!
So what do you say, is it Power to the People? Or is it now Power to the Medium-in-disguise? 
Kev said
It’s power to the credit card companies! Yay! They with their clever perks and spiffy marketing have made purchasing and other peripheral services such a breeze to the consumer … especially things like, you know, saving for a rainy day! WOW!
commsboy said
yeah, companies that deal with payment services like Visa Inc. sure are thriving in times like these – now, are we really in a recession? hmm . .
sites like ebay and paypal have become popular marketplaces – since setting up a ‘merch account’ is so easy, it has allowed them to market their wares faster than one can say ‘used goods’!
wondertramp said
Hmm, as with other companies that deals in retail, the rental space and store help accounts for a significant portion of the expenditure towards business. On start up, they might not have the financial means to maintain a physical store, therefore, I believe that the business concept that Threadless adopted was apt as they harnessed the power of the internet. With the internet its consumer base trancend geographical boundaries thus making sure a steady flow of sales. On having its first store after 7 years running an online business, I guess it is part of the business expansion that the company takes to make sure the cash register keeps on ringing.
commsboy said
And what an expansion it is! If you’re sharp enough, you can see the novel Threadless design just about everywhere you go – I spot at least a couple in uni everyday. It’s oddly comforting to know that a humble brand’s products could make its way out of its home country, and be so pervasive in foreign territory, no less.
But should we be concerned that today’s companies are so intuned to New Media and its concepts that they play to their target audiences so well? That creativity and resourcefulness has crept into their entreprenuerial considerations, to better manipulate consumers?
wondertramp said
I guess the businesses would rather term it as product development rather thean manipulating customers. New Media is all the rage man. Its the place to promote your ware, especially if you are targetting youths.
Yes treadless is really porpular with university kids. My friend from NUS was also relating how when he was wearing a threadless t in campus the other day, he say like 4-5 other people with the exact same shirt walking around.
commsboy said
wondertramp: yeah, it happens at our school too!
Internet shopping is so appealing to college students because it allows for an infinite variety of products and services that cater to those with spending power and a visa or mastercard(account?). It saves precious time and protects individuality.
In the case of Threadless tees, though, has novelty been nulled from over-success?
charmaine said
I think that it’s great that with increased use of technology nowadays that we have so much more ways to attain something which was unattainable before. Buying lingerie from Victoria’s Secret online, or that really snazzy dress from American Apparel, and even t-shirts from Threadless like you mentioned in this entry. Heck you don’t even have to leave your house anymore to go on a shopping spree! How great is that?! Without the use of the internet, would we still be able to do that?
commsboy said
we could rely on other conventional modes of shopping i guess. it wasn’t that long ago in the 90s and 80s where we had tv shopping(tv innovation!) and telephonic shopping. but you’re absolutely right – we’ve gotten so accustomed to not having to procure and supply telephone operators with our credit card details that if internet shopping were to be done away with abruptly, we’d find ourselves extremely handicapped.
wondertramp said
that’s one way to look at it, on how great it is with the advancement of technology that we don even have to leave our houses to be able to burn a hole in our pockets. But, what kind of adverse consequences may that bring? We see more and more retail space made available with the building of new shopping centers along Orchard road while we still see the trend of more people taking up online shopping. can all businesses keep up with the competition?
commsboy said
Aside from expansionary measures that cost money and time (for effect to take place), companies can do little to compete with the new, flashy and techsavvy newcomers.
So the ones that are prepared to break traditional moulds and practices and embrace the New Media Era would stand a greater chance at survival, and perhaps even evolution; those that stubbornly cling on to tried and tested methods even in the face of repeated failure should only be prepared for the hostile takeover, by SHUTDOWN Inc.
whatbluebird said
Threadless’ course of action seems to be the popular one that many are taking these days, though! With the internet being increasingly accessible to a growing number of people, many see fit to first establish a name for themselves on the internet, where word spreads like wildfire, before actually taking physical action.
commsboy said
actually, threadless was an internet-based company. or actually, internet-originated company. maybe this startup method helped its founders get a feel of market response before it began its expansion. so should other potential businesses follow in its footsteps?
Aud said
It’s power to the medium that help to promote the companies! And power to the companies that know how to make use of the medium!
The internet really helps in generating publicity and advertising for online companies especially since the cost is minimal. After generating initial interest in the site, there’s still the problem of retaining customers’ interest and finding new customers.
That’s where viral or buzz marketing comes in – where the teenagers tell their friends about that Threadless site which sells tees that have cool designs at cheap prices and the friends tell their friends to get more people to share the cost of shipping, which in turn generates more business for the site.
So i say it’s power to the medium which is reinforced by power to the people!
commsboy said
Viral marketing is really as insidious as it sounds! It’s as important if not even more so than initial marketing strategies to keep consumers hooked to products and/or services! Then the consumers have become the medium themself, and depending on how convincing the argument that they put forth, it could result in improved reception of the product, and increased sales etc.
Sandy said
Well my answer to your question would of course be “Power to the Medium in Disguise”! This is commonly seen in our modern age of paperless transactions where online banking is increasingly becoming a norm. For example, the taglines used by most corporations, commercial firms or even government agencies to get hold of quick responses (in the form of early bookings, registrations, applications, etc.) and their ultimate aim of getting early payments from customers. “Early Bird Bookings with registration fees waived!” , “Get 15% discount if register and pay before …..” are examples of such taglines used. Nothing beats having confirmed bookings and money collected in full via “online”!…It saves the customers money and time (discounts and perks enjoyed). In fact the biggest winners are the service providers – confirmed sales with full payments…As the saying goes “A sale is not a sale until the money is in the bank”…