Marketing Review — Fall 2008 - (Page 37)

ner new respect as you put your tough new case on the conference table. www.otterbox.com FUNCTION AND FASHION, TOGETHER AT LAST: “UN-BRIEFCASES” These remedies for aching biceps are also sights for sore eyes. Backpacks have come out of the locker and moved into boardrooms with new designs so attractive that conservative executives will be tempted to trade in their trusty briefcases. Styles range from corner office-correct contemporary to vintage silver-screen magazine motifs. Boring, homely, bulky, and dated—updating one’s image may supplement a practical advantage: hands-free hauling of one’s burgeoning portable office. TURN YOUR LAPTOP INTO AN HDTV AND DIGITAL RECORDER: PCTV HD Ultimate Stick Want to catch the news wherever you are, or get caught up with your favorite TV show between meetings? Downtime becomes break-time with Pinnacle’s PCTV HD Ultimate Stick—an ingenious fingersized plug ‘n watch device that transforms your laptop into a high-definition TV and video recorder. The robust tuner picks up analog and digital TV signals, giving you free HD TV. No service plan, fee, or converter box needed. With one click you can record a program (up to two hours), newscast, podcast, or presentation-ready soundbites—or, admit it, that must-see ballgame. Then when colleagues show up, wow ‘em with instant replays on your laptop. The Stick employs a unique reception and recording application that runs from its own flash memory. Plug it into any PC and start watching and recording in seconds—no software installation required Here are some notable tote-ables: RETRO GO-GETTERS: Dig, Cutebug, and Maddie Powers bags These fun, functional bags will help you work the room before launching your presentation. Pulp fiction icons, screen stars, “Lucky Seven” dice—male and female executives can express themselves through their conversation-starting glam gear bags courtesy of Chicago designer Jay G., whose distinctive work totes have been spotted in Nordstrom and Fred Segal. “My men’s line is completely different from my women’s lines because I recognized earlier that women need different items in their bags than men,” said Jay G. “I can’t tell you how many emails I get where women use my products to open a conversation in sales calls or meetings.” Tip: he can design bag promoting a brand. www.digchicago.com, www.maddiepowers.com, www.MobileEdge.com CASE STUDY: Golla laptop sleeves, business bags and camera pouches Golla, based in Helsinki, Finland, manufactures hip, high-function “Generation Mobile” messenger bags, backpack-briefcases, and “digi” pouches for cameras. There’s a classy geometric on black Meteo for the cool, confident James Bond of hospitality; the crisp silver Chorus humming with an arty filigree for the trendspotter destined to make a splash with her next presentation. Golla’s new collection also includes sleek laptop sleeves in several sizes to offer an extra wall of protection inside a briefcase or bag and when toting from room to room. With motifs ranging from abstract florals to Euro mod, and with decorative flair and rich texture, they make good style investments too. Golla’s office-to-nightspot messenger bags and laptop backpacks feature ergonomic shoulder straps, well-positioned seethrough internal gadget pockets, and strong, silent zippers. www.golla.com SURF CULTURE: Body Glove totes and phone cases Body Glove’s edgy spring line “plays to the theme of aspirational lifestyles,” says marketing director Eugene Lee, referring to neoprene surfer and green army rucksack models. Custom-fit phone cases protect while permitting use. The lightweight fabrics withstand dampness and sun—a consideration for those who work at resorts or aspire to. www.bodyglove.com (except for the HD Stick for Mac, which takes just a few minutes to set up). Stick, accompanying telescoping antenna, and remote control slip right into gadget bag or other carry-on. Pinnacle Vice President Tanguy LeBorgne doesn’t leave home without it. During a recent two-hour flight delay, “I pulled out my PCTV HD Stick, connected it to the USB port, extended the portable antenna and almost immediately picked up 12 HD stations and channel-surfed between game shows and sports,” he said. “I also accumulated an over-the-shoulder audience of about 12 people.” As LeBorgne packed up to catch his flight, FALL 2008 • HSMAI MARKETING REVIEW “one gentleman asked if he could buy the stick because he had a three-hour delay.” Warning: you may be seriously tempted to channel-surf at your desk. Fortunately, you can downsize the picture from fullscreen to charge-card-size, so you can get work done at the same time. www.pinnaclesys.com agency or teenager. Pinnacle Systems recently unveiled VideoSpin, a free download that puts easy Hollywood-lite editing tools in hands of busy technophobes. FOOLPROOF MOVIEMAKING AT THE SPEED OF YOUTUBE: VideoSpin Now you can produce fresh marketing videos when the spirit and opportunity hits, instead of waiting for help from your ad 37 http://wwwotterbox.com http://www.otterbox.com http://www.digchicago.com http://www.maddiepowers.com http://www.MobileEdge.com http://www.golla.com http://www.bodyglove.com http://www.pinnaclesys.com http://www.pinnaclesys.com

Table of Contents Feed for the Digital Edition of Marketing Review — Fall 2008

Marketing Review – Fall 2008 Contents The Online Marketer Success Stories Forecasting Trends Ian Schrager: The Revolutionary Man Leaving No Stone Unturned: The Quest for Ancillary Revenue Gaga Gadgets for Execs on the Go: Functional New Portable Technology to Make Life and Work on the Road More Hospitable Effectively Weathering the Ups and Downs of the Economic Cycle Experiments in Podcasting Higher Transportation Costs and a Slowing Economy Shift Hotel Room Demand

Marketing Review — Fall 2008

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