Ode to IKEA

Tags

european, furniture, humor, ikea, kansas city, midwest, retail, Stephen Roth, sweden, trendy

Today an IKEA store opened in Kansas City.

The local newspaper has been making a big deal about it for months. Apparently, some people camped out several days in advance to be among the first to walk through the new building’s glass doors.

Each morning on my way to work, I drive pass the IKEA store, which looms over the Interstate like a blue-and-yellow fortress. The towering IKEA store sign alone is imposing. It has the exact same color scheme as the CarMax dealership at the next exit.

I have heard a lot about the IKEA brand over the years. Earlier this week, we received the company’s free “Book-Book” in the mail. Skimming through it, I thought the furniture looked streamlined, cold and impersonal. I understand IKEA is the leading furniture provider of single, male apartment-dwellers in most major cities. Now I know why.

I have never been inside an IKEA store. I am sure I will visit the new one in Kansas City sometime. I could use some help organizing some shelving in our laundry room. Right now, the room suffers from an inefficient use of space.

Kansas City is usually the last metro area to get a newish retail chain store. That was the case with Crate & Barrel, Trader Joe’s, and countless other trendy merchants. It seems we are something of an afterthought here in America’s Outback.

Nevertheless, it is a big deal in Kansas City when something new opens, not unlike a Taco Bell finally arriving in a farm town. There will be big crowds at the IKEA store for several weekends to come. I think I will sneak over there during the week, when I can examine the flat, efficient furnishings with minimal disruption and leave, more than likely, without having made a purchase.

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Awww, Aren’t They Sweet?

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advertising, budweiser, media, review, Super Bowl

The popularity of last night’s Budweiser commercial only proves what members of the media and advertisers have known for a long time: that cuddly puppies always sell. Team one up with Clydesdale horses, and you have what equates to marketing gold. Just forget the inconvenient fact that this ad has nothing at all to do with drinking beer.

Anchored Down by Hype?

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advertising, anchorman, anchorman 2, hype, marketing, media, promotions, viral, will ferrell

Is it possible to over-promote a movie?

We may find out this weekend with the premiere of Anchorman 2: The Legend Continues. For the past several weeks, consumers have experienced a barrage of advertising for the movie, including Ron Burgundy cameos on Saturday Night Live, The Today Show, online games and even some local TV newscasts. Will Ferrell’s character has also written op-eds for The Huffington Post, appeared on scores of YouTube videos and, of course, is spokesman for a series of Dodge Durango ads that cross-promote Anchorman 2.

All of this for a sequel to what, in my mind, was a mildly amusing Ferrell comedy from back in 2004. I mean, if Anchorman had been such a huge cultural force, why did it take Paramount nearly a decade to produce a follow-up? Is the world really pining for a continuation of the saga about Ferrell’s pompously stupid 1970s talking head? And, even if the world is, does Anchorman 2 deserve the kind of promotional build-up and viral chatter you would expect from, say, a Star Wars sequel?

According to this article on The Verge, Anchorman 2 may be laying the groundwork for how movies are marketed in the future.

I hope not. As a consumer, I’ve gone from being slightly annoyed by all the Anchorman 2 promos to actively rooting for the movie to flop and possibly even spell the beginning of the end to Ferrell’s one-note comedy career. I’m willing to bet that I am not the only person who is sick of seeing Ron Burgundy’s famous ‘stache, and will opt to go see an actual “good” movie over the holidays, of which there should be plenty (American Hustle, The Monuments Men, The Wolf of Wall Street, to name a few).

Ron Burgundy may try to persuade you that his movie is kind of a big deal. Don’t buy it. Anchorman 2 just another “franchise” sequel that viewers will forget shortly after leaving the theater.