SONY Center: Not Only a Piece of Art

The development of new technological windows is providing people not only the opportunity to express their feelings towards products or services, but also to build and prepare them for a more complex and experimental consumer. This consumer will demand the interaction with brands; they will ask for quick and real time solutions; and more importantly they will set a new path to market products and services.

Globalization and the arrival of new technologies will push marketers to better ways to communicate with their targets. The perfectionism of social media will help marketers and brands with this new process, where brands and consumers are able to communicate directly.

Germany maintains the idea of perfection and development, and it’s well represented around the city by technological and targeted campaigns. In my personal opinion, massive marketing is not everywhere. However, I feel that German marketers used hyper segmentation, because they are more successful and less invasive to the consumer’s eyes according to international festivals. It is also important to mention that I haven’t had the opportunity to watch German television for a more objective thought, but walking around the city gives you a sense of clean and nonintrusive advertising, so how do marketers reach Berlin residents?

In general terms, I consider the German consumer a more technological and thoughtful buyer. Nevertheless, the strategies and tactics might vary slightly because of cultural, linguistic, and religious differences. I consider the neatness of the city incredible and airy. A good example would be the Sony Center, which is a great piece of art. The placement of an enormous SONY television screen in the center of the structure is a great idea for those people who attend the place for a drink, food, or just to read a book around the fountain in the middle of the building. This platform screens commercials of the stores around the area providing extra exposure of brands and services for a specific demographic.

The success of an integrated marketing campaign is not based on a massive message, but on great and specific ideas, which are catered for a particular group that shares common wants and needs.

 

 

 

 

 

 

 

Berlin: A Postmodern Outlet to Explore

It’s purely hypothetical but American marketers arriving at Berlin main streets could spend a great deal of time figuring out why German marketers are not taking more advantage of billboards or any other media outdoor outlets to target consumers at their streets.

Could this thought fulfill your marketing expectations in a postmodern city like Berlin?

I do not have an answer, but I ultimately believe that a city that has been fractured or divided by a wall its definitely a great example of postmodernism. As the philosopher Richard Tarnas states, postmodernism "cannot on its own principles ultimately justify itself any more than can the various metaphysical overviews against which the postmodern mind has defined itself."

I personally believe that it’s impossible to define or classify the characteristics of a city and I am definitely not going to provide you a list.

However, there are always points for comparison or differences that will strike our minds and open our eyes for new concepts and will leave a side those set of expectations that we have constructed in our minds without knowing; some of these differences are:

1. The prohibition of product placement
2. The fiver and fanaticism for soccer where citizens will define themselves by their team color, red or green, and will go out dancing and drinking as a parade
3. The obligation of pressing a button in order to exit the cabin of the subway
4. The respect and trust you feel by the fact you don’t have to show your subway or buss pass everywhere you go
5. To have recycle bins at your finger tips

Could these ideas be telling Americans that there are other ways to live and market product and services that do not invade the privacy and respect of consumers?

Again, I do not know, but I just wanted to share these open ideas with you and open your senses for new perspectives about other cultures, behavioral patterns, and ways of living placing a side those expectations that you might have constructed in your mind because of lack of experiences or narrow mind.

The ability of being an open person that could absorb every single detail that surrounds you is the best advice I can give you, and you have probably already heard this, so open up and embrace the differences among us.