But it is so much more than that.
Musings After Sandman Volume 3– Gaiman’s Scripts
But it is so much more than that.
A while back, I made a post on the Disney Princesses’ new look. I want to revisit that topic and delve into why Disney is recreating the figures that have always been a timeless part of many of our childhood.
For a period of time, it seemed that Disney took a break from its franchise of princesses. The world was stuck associating six princesses with the whole line of Disney products; namely: Snow White, Cinderella, Sleeping Beauty, Ariel, Belle and Jasmine. And then it seemed that Disney decided to reawaken every little girl’s dreams of being a princess by adding sequels to the original movies, as well as introducing new ones such as Tianna, Rapunzel, and our latest princess, Merida. They also opened up the criteria for who they considered a princess, allowing Mulan and Pocahontas to join their ranks.
With the latest change, it was not only an introduction of new characters, but also a rework of their old princesses. They seemed to have opted to shower the new princesses with tons of sparkles. So why the rework? Why did they go through all this effort to change the classic images of the princesses dedicated fans have come to love? Marketing.
Disney Princesses sell. That is a known fact. The target market has always been little girls, but sadly, these girls grow up. A lot of us still retain our fondness towards the iconic characters, but of course, Disney recognizes that who is currently in their market is constantly changing. The late 20th to 21st Century also brought with it the attractiveness of teen pop sensations and celebrities. The old princesses’ hair styles and comparatively dull dresses seemed lacklustre compared to Miley Cyrus and Selena Gomez plastered on magazines. Disney needed to change.
By improving aspects of the princesses, what Disney did was re-brand their franchise. Their marketing mix remains essentially the same, still producing the same range of merchandise, at the regular price, promoting them as they always did. However, stamping the new princesses onto their items help appeal to the modern little girl’s interest in fantasy and fairytales, and helps them to remain relevant in the market. They also integrated their princesses into new shows, such as Sophia the First, in order to reintroduce these princesses to the current rotation of girls in their market.
Although I was uncomfortable at first with the changes, I still stand by what I said in my last post in that I like the way the new princesses look (maybe because Cinderella’s original hairstyle has always bothered me), and I am interested to see where Disney will take their princesses in the future!
At the beginning of this month, I went to the Emerald City Comic Convention! It was my first time at an American Comicon, as the other ones I have been to have all been in Hong Kong. Here is a recount of my trip!
Day 1
I woke up bright and early on the 1st of March (after only four hours of sleep), and took the bus down to Seattle (via Quick Shuttle). A 4-hour long bus ride was not the worst thing in the world, but I do wish that the bus would not make so many stops so that we could speed up the process. I ended up getting to Seattle half an hour late, which meant I was even later to the con than I had originally intended to be.
At 2:00pm, I arrived at my hotel in downtown Seattle– SpringHill Suites by Marriott. My friend and I chose this hotel because it was an 11 minute walk to to the Washington State Convention Centre– where the ECCC was to be held. I left my luggage at the front desk (I must say, the staff at the hotel were amazing. They were super nice and helpful throughout the whole trip!), and tried to make my way to the convention centre. Despite having printed out a million maps to guide me around the small area that is Downtown Seattle, you will not believe how many times I got lost. But soon enough, I got to the convention. What I was not prepared for was the line. I was in line for my badge for 2 hours. What happens is that you take your ticket to this counter to exchange it for a badge. Sound easy enough…except the line to the counter wrapped around the convention centre like a million times. I was forced to miss Felicia Day’s panel (but I guess it was okay, because she was to have another one on the third day with Wil Wheaton).
After getting into the convention centre, I realized that it was very warm in there. It was my first day at the con, and my friend was skipping today, so I did not cosplay (we were cosplaying together). Instead, I spent my day taking pictures of other people’s amazing costumes. I am very impressed with the amount of work people put into their costumes, and for putting up with how hot it was. I was in short sleeves and I was hot– I can only imagine people walking around in full body armour and how gross it must feel.
I left the con at around 7PM that day, choosing to take some time to explore Downtown Seattle. It was my second time there and I quickly got bored after entering random shops. I went back to my hotel, and realizing I had gone the whole day without food, I hastily picked up a lunchbox at a Japanese restaurant so I could eat back in my hotel room. My friend Michelle came later on in the night and we ended up watching the latest episode of Supernatural together! We had troubles falling asleep, but soon enough, it was morning.
Day 2
We woke up at 7:30 in the morning, as I warned Michelle about the line ups. We had our breakfast, and learned that there was actually a free shuttle to the convention centre leaving on the hour, every hour, from our hotel. I already had my badge, but she still had to get hers. Luckily, because we woke up early, the line for the badge was very quick (took her about 10 minutes), but we had to wait in line before they could let us into the centre.
Today, both Michelle and I were in costume. We dressed up as the same character from Supernatural, except she went for the more traditional look of the character, and I genderbended mine. I cosplayed as fem!Cas. It was very hot as our costumes required that we wore a trench coat for the whole day.
Castiel’s original outfit
There was not too much on our agenda today. We mainly aimed to get our picture taken with Misha Collins (who plays the character we dressed up as), and to go to the Supernatural Fan Panel later on in the night. Misha Collins was amazing, and although you do not get a much of a window of time to tell him how you want to pose for your picture, he was very quick to understand. I liked how my picture turned out.
We went to the Fan Panel an hour early, but somehow, they only allocated the fans a room with a seating capacity of 220 people. They grossly underestimated our numbers. So we were turned away. However, after the panel started, I convinced Michelle that we should go back up and check if they had extra space. It turns out they did!
The fan panel consisted of a room full of fans discussing plot lines and raising hilarious questions. It also allowed for a bunch of people cosplaying from the same show to congregate together! I met a lot of wonderful people, quite a few of whom I still keep in touch in on Tumblr.
AND THEN MISHA COLLINS CRASHED THE FAN PANEL. It was against his contract, or something of the sort, but he still broke the rules and nonchalantly and quietly snuck into the room. It took about 3 whole seconds before the room started screaming. I love this man.
And that was day 2.
Day 3
Michelle and I had to wake up very early again, because Misha Collins’ panel was the first panel of the day. It starts at 11, but we got to the Convention Centre at 8. This again meant we had to wait in line before they let us into the convention centre, so it was this mad race towards the line for the main hall where the panel was to be held when they finally let us in.
We ended up getting pretty good seats– 3rd row behind the VIP area. Misha came into the hall and seemed surprised at the fact that it was so full. I skipped a lot of details in this post, but I was at quite a few other panels during the course of my visit– and none of them were as full as this one. The whole hall filled up, so there were thousands of people there. The panel moderator asked Misha questions for around 20 minutes, and then opened the floor up for questions. I obviously booked it to the mic, and was one of the first people to ask a question. Unfortunately, the girl in front of me asked the question that I wanted to ask, so here I was, freaking out because I did not have a question. So I improvised. The whole thing was ridiculous, but I guess it made people laugh. Someone recorded a video of my question that I found on Youtube…so here it is if you want to hear me sputter and stuttering.
Emerald City Comic Con: Misha Collins Panel Part 6 (Hunter Salon …
The rest of our last day was spent walking around and doing more shopping. I spent bucketloads of money on graphic T-shirts. No regrets there. Okay, maybe a little because I am extraordinarily broke now. I also took a picture with Felicia Day! Her panel was amazing, and I actually teared up when she addressed how female gamers/’geeks’ (I do not exactly agree with the use of the labels of being ‘geeky’ and ‘nerdy…) should do as they would like without being judged by others. Wil Wheaton also added a line on how he was seriously pissed at people who made Felicia have to clarify this to the females in the audience. I never applauded louder.
Sadly, it was eventually time to go again, and Michelle and I made our way back to the hotel to pick up our luggage and headed to the bus stop back to Vancouver. Lots of amazing memories were made, and amazing people met. I hope that one day, I will actually be able to get tickets to the San Diego Comic-Con. But for now, the Emerald City Comic Con was an amazing experience!
-Karen

The rise of social media is upon us, and it seems that every company– both big and small– are scrambling to establish themselves these platforms (if not all of them). But the question is, do they really need to force themselves onto these social media sites?
I have seen some businesses that are on every social media site they can get their hands on. But how effective is Blackberry and their twitter account, where they throw info on where their demos are, as well as constantly reminding the world that they simply need a Blackberry (urging you to go to their closest carrier)? Or a pet food company’s Pinterest where not know what they should pin resort to posting pictures of dogs and cats?
While connecting with customers through social media sites have proven to be effective, I agree with what blogger Amy Wray says: “It’s not about self promotion”. Going back to the Blackberry example, they simply decide to tweet in hopes of promoting their latest products to customers. On the other hand, it is evident that Samsung Canada’s twitter does a lot of interaction with their customers, replying to tweets and fostering a relationship. This is a clear example of not simply signing up for social media, for the sake of simply having social media.
Before deciding to jump into the world of social media, a company should identify their goals for having an account on a site. Maintaining these accounts take time, and if you do not understand why you are investing the effort, it will all go to waste. Different sites also may be best depending on who your target market is. Pinterest is known for being popular among women audiences, and Google+ has more males as its users. I agree that social media is important, but I would urge a company to carefully evaluate their options, and make decisions accordingly– or else they will simply be wasting their time, or worst– make huge fools of themselves.
External blog references:
http://blogs.constantcontact.com/product-blogs/social-media-marketing/social-media-planning/
http://modprbyamy.com/2013/03/10/why-social-media-marketing-is-key-for-small-businesses/
With the new Blackberry Z10 released on February 5th in Canada, many realized that the new product was not the only new thing the market would have to get used to. Research in Motion has officially changed their name to Blackberry— the name that almost everyone associates with their company in the first place.
Within the marketing mix, it is obvious that Blackberry hopes to touch on its “promotion”aspect. With the wide variety of smartphones out there in the market, it has become evident that the promotion of the product has become essential to its success. Taking a look at the famous Apple product launches and the sleek ads displaying their new releases, the hype it brings up as well as sales it generates thereafter seems to be a recipe for success. Blackberry must learn to convince the wary public that despite the hiccups they have experienced in the past year, their new phones are just as good– or even better– than the leading alternatives out there. Of course, facing both Apple and Samsung– the two major leaders currently in the smartphone market– might almost be impossible, but the rebranding of the company may be one of the best first steps.
So what exactly is Blackberry trying to rebrand themselves as? I believe it is mostly to unite their company and products under a single name. Although RIM has been recognized in Canada and North America, many around the world do not see the link between RIM and its products, mistakenly referring to the company as simply Blackberry. By changing their name, it allows them to capitalize on something that they have already established: devices that provides security and an excellent user experience.
My classmate Winnie Li also points out that the name change may also be to associate themselves as a good phone for the public consumer market, and not just businesses and government organizations. I think this will be an interesting switch in their target market, and I too am interested to see how the public will react to the new marketing strategies Blackberry will be throwing out.
Blackberry’s CMO explains their name change
Sources:
http://www.cbc.ca/news/business/story/2013/01/29/business-rim-blackberry.html