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| Reviewed: |
Nov 30, 2007 by Business Editorial Board |
| Overview: |
This short-video clip covers the concept of pyromarketing, as developed by marketing consultant Greg Stielstra. Included are discussions of the death of mass media and the need to specialize via pyromarketing. |
| Learning Goals: |
The goal is to introduce the concept of pyromarketing and encourage the viewer to visit www.pyromarketing.com. |
| Target Student Population: |
This material would be appropriate for either undergraduate or graduate students who are enrolled in a marketing course in which segmentation is discussed. The video does use two religious examples. The instructor should consider whether he/she wants to introduce religion in to the classroom given the composition of the particular student body he/she is teaching. |
| Prerequisite Knowledge or Skills: |
A basic understanding of mass marketing would be helpful. Even someone with no exposure to marketing, should find this material understandable. |
| Type of Material: |
This material is a three minute video which explains the concept of "PyroMarketing". A companion website with further information on this concept and other concepts purported by Mr. Stielstra's consulting company is also available. |
| Recommended Uses: |
This video clip might be used best as part of a discussion of mass marketing and the constantly changing marketing environment. This video could serve as a nice introduction to any lecture on segmentation regardless of the marketing course or the level of student being taught. Given that the consultant takes a viewpoint that may not be shared by all marketers could generate a debate on whether or not mass marketing is truly dead. |
| Technical Requirements: |
A media-player (e.g., Windows Media) is required for viewing. |
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| Strengths: |
The video is lively and entertaining. Students should enjoy the way that the material is presented. The concepts are clearly explained and interesting facts and examples are integrated into the video. The accompanying website also is user-friendly and engaging. The video is professionally developed and provides a quick history of changes in the marketing environment, and provides a preliminary definition of pyromarketing. |
| Concerns: |
Because the video is short, coverage of the concepts is relatively superficial. Essentially, the video is designed to promote the books, materials, and services of consultant Greg Stielstra, originator of the pyromarketing concept. The religious examples may turn some students off or could result in unwanted classroom discussion. Essentially this video and website are marketing tools being employed by a consulting company. The video, by itself, does not come across as a sales pitch, but the website and other materials do. Lastly, the instructor must realize that not all marketers would agree with Mr. Stielstra's views on marketing. The instructor therefore must serve as devil's advocate and introduce other views to the students. |
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Potential Effectiveness as a Teaching Tool |
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| Strengths: |
The video could be effective as a starting point for discussions on the need for changes in marketing strategy given today's complex consumer envrionment. It would also be appropriate for a discussion of word-of-mouth advertising; the video includes a review of two examples of products who excelled based on the proactive development of positive word-of-mouth. If used with other material that addresses differing points of view, this material should prove effective. It is a high quality video that should appeal to the video game/MTV generation that many instructors are teaching. |
| Concerns: |
If opposing theories are not discussed, students might fall into the trap of thinking that "PyroMarketing" is the ONE approach to segmentation and promotion when in reality it might just be the latest craze. Because the primary goal of the video is to promote rather than teach, its usefulness as a teaching tool is limited. |
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Ease of Use for Both Students and Faculty |
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| Strengths: |
The video loaded quickly and easily with a fast Internet connection. It could be embedded easily in an online or in-class discussion of related topics. |
| Concerns: |
When using the website, there were a few minor problems with identifying what to click on and what was supposed to happen when one did. It was as if the creativity and look of the website might have taken precedence over functionality. The only concern would be if the student had dial-up Internet access or did not have a media player. |
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| Other Issues and Comments: |
As long as this material is presented as one consultant's views on market segmentation and promotion, it should prove to be an entertaining and effective classroom tool. This video could be used as a fun example embedded in a larger discussion of issues like the marketing environment, mass marketing, and word-of-mouth communication. |
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