No, I'm just kidding this is the Pandora I'm talking about.
So what's the craze about? It's not some expensive gold, jade or diamond right? Wait, so what makes it any difference between the above mentioned, gold, jade or diamond? Simply because they have resale value? Frankly it's all in the eye of those who values it. If nobody gives a shit about shiny stones, diamonds are just as worthless isn't it? So why are haters making noise that pandoras are just some cheap metal that ain't worth the price?
Pandora - Marketers Best Friend.
I am not trying to be an expert here but after talking to many different women as well as the sales girl, I THINK I know why Pandora is popular, but first let me tell you a story and let's see if you find this familiar.
Boy: "Dear, this is a duck doll for you."
Girl: "Huh? You buy me a duck for what? Are you saying I'm a duck?"
Boy: "Nope, I'm saying that you are my ugly duckling, the special one that no one can see but only me, you are my swan and I will love you forever." (*cringe* cringe * cringeeee*)
Maybe not the best love story (But I'm sure it's still better than Twilight) or one that you can relate easily but my point is very straight forward, Pandora is all about: Story Telling.
As we stepped into 2014, the biggest talked about topic in marketing or social media is about content marketing which is Story Telling in another words. So what is story telling?
Story Telling
Consumers are getting smarter and smarter these days, purely telling them that the products are good is history, using a star or blogger to endorse your product is working half as effective as years ago. So what gives consumers the warm fuzzy feeling before they open their wallet to make you feel warm and fuzzy is by telling them a touching story.
Story telling is EVERYWHERE. Why did certain singers get more attention than the other on American Idol even when their singing is half as good as the other? Because her dad abuse substance? Because he has a dad lying on his death bed? Or maybe his deaf mother is watching by the side of the stage even when she can't hear him singing. Does that make the singer any better? NO. Does that make the viewership higher? YES. But WHY? Are we not talking about a talent show that is looking for a new star of tomorrow with a voice that touches peoples' heart? Yes, not wrong to say so but what about a singer with a story that makes people wanting to find out more, sympathise or relate? That is story telling, giving consumer a reason, a story to feel the product/services and relating it.
So from my story above, the guy probably forgotten to buy the girl any thing at all and that's the only present he could find on the valentines's day last moment but if the gift is going in as "just another gift" he might get a ear full but with the right story telling, SHE is getting a mouth full.
Coming back...
So why are the Pandora charms so popular? Simply because there is a story to each charm, each of the charm that represents something, someone or some occasion. Our love, our 1st date, our 1st overseas trip, my 1st birthday, a book I just read and inspired by, limited edition, seasons, exclusive you name it they have it. It's just as good as figuring collection for man!
Don't believe me? Let's take a look at some of those charms I picked up because I think they are really pretty! (and easy to story tell)
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| "It's our wedding, buy this for me?" |
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| "I used to be from basketball team so I want you to have this" |
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| "That's like us right, one is me, one is you." |
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| Wedding anniversary, wedding proposal |
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| You can call me royal, you are the queen of my heart. |
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| erm, I just like this one and that's why I'm featuring it. Or maybe 1st trip to China. |
Just in case I lost you in the midst of this article, so in my opinion Pandora gotten so popular is simply because of the E-commerce part of it. E for emotions in this case. The special occasions and special meaning and making them feel special. Well it's not all bad for the guys cause to be honest this is way cheaper than buying diamonds and this solves a lot of your problem of what to buy for which occasions for your wife, girlfriends or both. Just make sure your story telling fits the right one.
Mr.Smith, Chinese Story Telling is the best, because it goes "lin bei ga nei gong"...
*All Pandora images are from their official website.
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