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Splash out on a new purchase

The Swedish furniture giant IKEA has started the year with a splash by running a magazine advert that offers a discount on a baby’s crib to pregnant mothers.

Now, whilst in itself there’s nothing unusual about offering promotions to certain segments of the market, what is unusual is how the promotion is claimed.

The magazine advert ran in an issue of the Swedish lifestyle magazine Amelia, and the full-page advert read: “Peeing on this ad might change your life.”

Yes, there was a patch on the magazine which was an actual pregnancy test. If you peed on it and were pregnant then a discount code would be revealed which would provide you with a discount on the IKEA crib.

A couple of points spring to mind.

Making sure you’ve finished reading the magazine before trying to reveal the discount code is one of them and also an online order would probably be better than taking in the “code voucher” to your nearest IKEA store is the second.

Having said that you have to admire the ad agency behind the novel idea.

Akestam Holst were the ad agency that came up with the idea and they told adweek that “In order to make the interactive functions of this ad work in reality, we had to make several technical advancements. The pregnancy test strip was used as a starting point, which relies on antibodies that bind to the pregnancy hormone hCG, resulting in a color change. For scaling up of this technique and adopting it to the physical format of a printed ad, Mercene Labs has used their experience in development of surface active materials for microfluidics and medical diagnostics. Careful selection of materials, together with a controlled capillary flow have been crucial for the success of this project. Technical advancements made during the work with this campaign have the potential to improve medical diagnostics.”

So all in all, a very unusual advert and whilst some people thought it was a hoax, it is true and the pregnancy test (and discount code) both work.

In summary, it is true and it is not taking the ….

(Let’s just say it’s not taking the mick).

Does this mean Way Too Fat?

January is one of the most popular months for people looking to lose weight. New Year resolutions often revolve around getting fit or dropping a kilogram or 2.

Losing weight can be big business for companies.

Weight Watchers is one of the largest and most successful companies involved in the business of losing weight. They were founded more than 50 years ago in the living room of entrepreneur Jean Nidetch in Queens, New York and since then have grown to a huge company.

They now have over 1 million active members who attend approximately 32,000 Weight Watchers meetings around the world.

That’s a big organisation and they have just signed up a big star to help with their promotions.

The American music producer DJ Khalad is big in a number of ways.

Firstly, he is one of the largest stars on social media (he has nearly 4 million Twitter followers).

Secondly, he is large in terms that he is overweight.

DJ Khaled isn’t alone in trying to lose weight in 2018 but what makes him different is that Weight Watchers have signed him up as a social media ambassador. He will be paid an undisclosed sum to follow the new Weight Watchers Freestyle programme and will document his progress on his social media accounts.

This is obviously good news for Weight Watchers because it will be great publicity if he loses weight (we’ll ignore for now what happens if he doesn’t lose weight…).

The market also thought it was good news as the shares in Weight Watchers shot up 8% on the New York stock exchange the day his appointment was announced.

Maybe it’s best not to go out for a big meal to celebrate though…

It will be a pleasure to go shopping with you…

It may be stating the obvious but if you’re a retailer in a shopping centre you’ve more chance of making a sale if people are in the shop.

Retailers in shopping centres face a number of threats. Some of these are a more recent phenomenon (e.g. the rise of internet shopping) whilst others have been around for a number of years.

One of these threats which has been around for a while is something which I’m sure a number of our male readers can sympathise with.

Let me ask the male readers out there who are married a question – have you ever gone shopping with your wife and at the start of the shopping trip things were going well but it soon descended into a long and windy journey through shops which to the male eye looked very similar but to the female eye were all different and offered new and exciting opportunities to try new items of clothes?

With the wife enjoying every moment but the husband getting more and more frustrated it is only a matter of time until stress levels rise, an argument ensues and the shopping trip is cut short.

A number of shops have chairs for the men to sit on and magazines to read but over in China, Shanghai’s largest shopping centre has come up with a novel way of keeping men occupied so that the wives are free to shop without the husbands getting bored.

Global Harbour shopping centre has introduced “Video Caves”. These are glass booths with a comfortable chair, a games console and a large screen. Men can be left to play computer games free of charge whilst their partners can shop to their heart’s content. The booths are soundproof so the computer games won’t disturb the other shoppers.

All in all, a great idea to keep the both the “lady shopper” and the “dragged behind man” happy but is there a potential problem?

After all, if you ask a lady how easy it is to get her other half off of a computer game when he’s nearly reached his top score, will we start to see women looking bored whilst waiting for the husband to finish his video game…

Some spicy people to follow…

There are over 300 million twitter accounts and more than 500 million tweets are sent per day. That’s an impressive figure that works out at over 5,000 tweets per second.

It can be a useful tool for companies. They can use it to engage with their customers and potential customers by way of branding and promotional activities. They can also use it as a form of a helpdesk or customer support. The Dutch airline KLM for example uses Twitter and Facebook to enable customers to contact them and get a reply within an hour.

Most companies will use Twitter to promote items or get their message out but Twitter user @edgette22 has identified a secret the fast food giant KFC has been keeping within their Twitter account.

KFC is the world’s second-largest restaurant chain (as measured by sales) after McDonald’s, with nearly 20,000 locations globally in over 100 countries.

They also have over 1.2 million Twitter followers.

But they only follow 11 people.

And the 11 people they follow are a strange mix.

KFC follows:

Geri Halliwell, Mel B, Emma Bunton, Mel C and Victoria Beckham (in other words the 5 ladies who made up the Spice Girls).

They also follow Herb Scribner, Herb J. Wesson Jr, Herb Waters, Herb Dean, Herb Sendek and Herb Alpert.

Or to put it another way, KFC follow five Spice Girls and 6 Herbs.

Five spices and six herbs?

That sounds familiar as the secret recipe for KFC chicken is 11 herbs and spices.

Either the social media department of KFC were having a quiet day and decided to play a few games or it was a deliberate move to get people talking about KFC when their followers were noticed.

Either way, congratulations are due to whoever was behind the idea.

Does this help you concentrate?

The Journal of Consumer Research published the results of five experiments into how the level of background noise can impact on performance when someone is working on creative tasks.

The  results are interesting and in simple terms found that a moderate level of ambient noise is better for enhancing performance on creative tasks than both low levels and high levels of ambient noise.

Or put another way, people are more likely to be able to work creatively if there is a medium level of ambient noise compared to where there is silence or loud noise in the background.

So, what lessons can we learn from this if we’re studying?

Whilst the optimum situation and level of background noise is very much a personal preference the science behind it could indicate that we should head somewhere with a mid level background noise.

Now, where could we find such a place?

Well, the local pub around the corner has a great mid level background noise as far as I’m concerned but there are some liquid distractions that will harm studying.

What about a coffee shop or cafe? Again, there would be some great mid levels of background noise but you’ve got to get there and what happens if you don’t find a seat. All of this will dig into your valuable study time.

Well, up step the fantastic website coffitivity.com which enables you to play background coffeeshop noise on your computer whilst you’re studying.

You can’t order a Cafe Latte or Cappuccino but in my opinion it’s a great tool for those who like to study with a non intrusive background noise.

It’s also excellent for people who don’t have any friends to go to the coffee shop with.

What was Roger Federer wearing?

Roger Federer became arguably the greatest ever male tennis player when he won a record 8th Wimbledon title by beating Marin Cilic but did you see what he was wearing?

Now, I’m not talking about his shoes, shorts or top but rather something less associated with the sport of tennis.

Sponsorship is big business for the top sports stars and as far as Mr Federer goes he’s doing pretty well when it comes to sponsorship. Forbes named him as the world’s highest paid tennis player last year when his prize winnings and sponsorship deals earned him over £50 million.

Winning Wimbledon was a good opportunity for Federer to add to his earnings (the prize money for winning Wimbledon was £2.2 million this year) but it was also a good opportunity for the sponsors to be associated with such a successful person (and of course hope that people will buy more of their products!)

Federer has a number of sponsors ranging from Nike to Credit Suisse but back to what he was wearing though and did you notice the watch that he wasn’t wearing during the match but was wearing when he was presented with the trophy?

Another of his sponsors is the Swiss Watch Manufacturer Rolex and after Federer won the match he quickly put his £6,000 Rolex Oyster Perpetual Datejust II onto his wrist before the presentation.

The end result was no doubt a very happy Rolex company whose watch was on the front pages of all the newspapers.

Some great publicity for the company.

Will we see this trend for tennis players putting designer watches on before they are presented with a trophy expand to other sports?

Will we see the captain of the winning team at next year’s football World Cup wearing a watch when he lifts the trophy??

I’ve got too much on my plate to start dieting…

According to the World Health Organisation, worldwide obesity has more than doubled since 1980 and more than 10% of the world’s population are now classified as obese.

In the UK, NHS obesity statistics suggest that nearly 60% of women and 70% of men are overweight.

The number of hospital admissions in the UK linked to obesity has increased 10 fold from 52,000 in 2006 to 520,000 in 2016.

Now whilst this obviously isn’t good news for the health of the individuals concerned it also raises challenges for businesses which are affected by this increase in weight.

Airlines for example will soon need to be looking at different sized seats or charging people over a certain weight for 2 seats.

Theatres and cinemas will also no doubt be reviewing seat sizes when the venues next come to be refurbished.

Clothing manufacturers will face higher average material costs and in the public sector, hospitals and ambulances will soon need to invest in stronger beds and stretchers to transport the larger patients.

According to recent reports for example, ambulance services in the UK are now having to purchase specialised ambulances costing significant amounts of money to transport the most obese patients. The London ambulance service has purchased 3 specialist bariatric ambulances and strechers which can take patients weighing up to 70 stone (444.5kg).

These ambulances aren’t cheap and can cost in excess of £100,000 each. Specialised heavy duty stretchers alone cost between £7,000 and £10,000 each.

These are some pretty significant costs and some people may argue that people should simply lose weight rather than rely on the National Health Service to fund these expenses.

Whether these people will get themselves down to the gym though is a different matter. Whilst there could clearly be an opportunity for businesses such as health clubs to try and target these individuals are they simply too busy to head to the gym and do they literally have too much on their plates to find the time?

A bit of a tpyo

We’ve all done it. Pressed the wrong key on the keyboard and before you know it you’ve sent an email or report with a typo in it.

Most of the time these are fairly harmless. This, together with spellcheck facilities means that normally it’s not a major problem if there’s the odd typo.

Unfortunately though, if you’re a software coder then a typo can have a major impact.

Cloud services are where companies store their data on remote servers held by companies such as Amazon, Google and Microsoft.

Last week, numerous websites which use Amazon’s cloud servers went down. These were major websites such as quora.com and soundcloud.com. Amazon subsequently revealed the problems were down to an employee who was trying to fix a software bug in a billing system but typed in the wrong string of characters.

Amazon said that “the command was intended to remove a small number of servers. Unfortunately, one of the inputs was entered incorrectly and a larger set of servers was removed than intended.”

Amazon quickly resolved the issue though and stated that they had “added safeguards to prevent capacity from being removed when it will take any subsystem below its minimum required capacity level. This will prevent an incorrect input from triggering a similar event in the future.”

There are lots of advantages of using cloud servers but as this illustration highlights there are also disadvantages.

Your new (waggy tailed) baby

It’s a busy time for new parents when a baby comes along. Lots of employers give maternity and paternity leave for the new mums and dads but what about when your “baby” has 4 legs and a waggy tail?

Artisan Brewers BrewDog are a Scottish beer company who are very successful and sell their craft beers around the world.

They are also pretty unusual. They have grown from having two staff and two investors in 2007 to a current global team of in excess of 500. It has broken crowdfunding records with more than 32,000 shareholders.

More recently though, they became the first major company to offer their employees a week off if they get a new puppy. This will enable the humans to bond with their new pets without worrying that their work will suffer.

Founders James Watt and Martin Dickie, who themselves founded the company with their dog Bracken, said in a company statement that ‘Yes, having dogs in our offices makes everyone else more chilled and relaxed – but we know only too well that having a new arrival – whether a mewling pup or unsettled rescue dog – can be stressful for human and hound both.

‘So we are becoming the first in our industry to give our staff help to settle a new furry family member into their home,’

If any employees are thinking of getting a new puppy, then they won’t be the first in the company with a dog.

As well as providing time off for new dog owners, BrewDog also allow their employees to take their pet dogs into the office and there are currently over 50 employees at their head office alone who take their dogs to the office every day.

Does this suit you?

What do you wear to work?

If I had asked that question 10 years ago the chances are that a large proportion of answers would have been “a suit”.

Things are different now though. Tastes are changing and so are a number of office dress codes. As a result, fewer people are now wearing suits to the office.

A number of major companies revised their dress codes this year. JP Morgan for example decided to allow their employees to wear business-casual attire on most occasions. PwC also switched to a more casual dress code where employees were allowed to wear jeans as long as there were no client meetings.

Whilst this relaxing of business wear rules can have benefits for individuals who prefer to work in more casual clothing, there are some organisations who will suffer.

Fashion brands focussing on tailored men’s suits are an obvious example of a business which could suffer due to the decline in demand for men’s suits.

Brioni, the Italian menswear fashion house owned by French holding company Kering was founded in Rome in 1945 and is renowned for its high-quality suits. It has had numerous famous faces as its customers including James Bond in the Bond films from Goldeneye to Casino Royale and more recently it was reported that Donald Trump has been wearing Brioni suits during his US presidential campaign.

But things aren’t going well for Brioni.

Earlier this year Bloomberg reported 400 job losses due to a fall in demand and recently Justin O’Shea, the creative director of Brioni who was brought in to modernise the luxury Italian brand, left abruptly after just six months in the job.

Mr O’Shea is well respected in the fashion industry and has a reputation for being a very straight talking person. He told Vogue that “First of all, I would change the shitty logo. I would change the campaign. I would change the clothes. In fact, I would change pretty much everything.”

When it comes to change though, one thing seems certain and that is that the fall in demand for men’s suits is unlikely to change given the relaxing of more and more office dress codes.