Friday, July 31, 2009

Sabra Album Take 6 – Marketing Edition

Welcome to the 6th edition of the Sabra Album. Continuing to post pictures that talk about how Israel is such a special and interesting place. These pictures are so unique to Israel that I’m calling them “Sabra Album” (Click here for definition of Sabra). (You can also visit Sabra Album Take 1 , Take 2 , Take 3, Take 4, Take 5 and Machane Yehuda Edition if you missed them).

Lets use a Marketing approach this time for the Marketer’s enjoyment among the readers. I will use the 4 P’s (Product, Place, Price, Promotion) to make a point in the different photos.


From Sabra Album

The store on the picture above is in a very commercial street in Tel-Aviv. The sign on top reads “End of season all year long”.
Good slogan? Well.. you’ll be the judge…
The sign on the left window (partially blocked by the Tel Avivian fake blond guy with the dog) reads “For Rent
I guess not such a good slogan. It reminds me of the Zohan movie with the electronics store named “Going out of business”. But in this case their season did end.

From Sabra Album

Now here is something I loved when I saw it. I love this country!
The sign at the entrance of the gas station in Jerusalem reads “Promotion: Newspaper (picture) or Challa (picture) with fueling of 180 Shekel or more. On Friday and holiday eve only.”
Not sure how efficient this promotion is. I would say that it gets you to step down from your car and into their convenience store, hopefully you will buy some highly priced impulse item.
On the picture the sign by the gas station and my daughter holding the free Challa we got.

From Sabra Album

From Sabra Album

This is one of the best outdoor execution of a campaign I have seen here in Israel and it’s so Sabra too. What is written on the advertisement at this bus stop could not pass without me placing it on the Sabra Album.
The ad is for a company that prepares high school students for the standardized test (Psicometri) to get to college and it reads “Waking up drunk wearing only a sombrero in Guadalajara and the Psicometri. There are things you prefer to do only once”. (Note that the Mexican City of Guadalajara sounds funny to Israelis given the work Jara which in Hebrew means Sh#@t.)
The other ad reads “War with Iran and the Psicometri. There are things you prefer to do only ones”.
Great concept, great execution, well written for its target audience, and most importantly very Sabra.


From Sabra Album

This picture was taken at a store in Jerusalem’s old city right next to the Jaffa gate and the entrance to the Arab Shuk. If you watch closely, who is the store’s target market?... Wrong! It seems as it’s targeting all! Hanged on the entrance you can find on the left a Belly dancer custom, next to it a Talit (Jewish prayer article), and to its right a set of Kefiot (Traditional Arab headdress). Playing a little Sesame Street: “One of these does not belong with the others”. In strict marketing theory the Talit is definitely out of place, right? Well, the store seems to be targeting tourists from all religions and I would bet that they have been in business there since the Turkish empire. Distribution of all these articles at the same point of sale seems to be working.


From Sabra Album

This store/museum had already its place in the Sabra Album Machane Yehuda Edition. This time I visited Jerusalem’s main marketplace on Friday with Batya and we had to stop by this store/Museum. The store owner (Yeoshua a.k.a Shuki) was glad to talk to us and pose for a picture. One would wonder what does a museum with pictures of prime ministers, presidents, political figures and important Rabbis do in the middle of the marketplace, well the product/service it sells is not really the “Museum” it’s just the environment it creates for its underwear store. What Starbucks cafés are for coffee, Shuki’s museum/store is for underwear, it’s all about the environment/experience you are in. Every time I’m in Machane Yehuda I visit him and chat a little, I always try to buy something however I end up empty handed. It’s just interesting to see the picture of political personalities right next to a rack of tighty-whities.

From Sabra Album

We might all look different, dress differently, come from different places, have different religious and political opinions, however we all have the same prayer and pray to the same G’d.
This picture was taken by the Kotel (Western Wall).
We might all have different packages but in the end we are all Bnei Israel (Children of Israel) inside (just like Intel inside).


1 Kilo of Mango – 7 Shekel
1 Kilo of Cucumber – 2 Shekel 49 Agurot
Hearing the sounds and songs of Machane Yehuda – Priceless
Enjoy the videos below with the sounds and songs of Machane Yehuda on a busy Friday. The guy is singing about “Colorful watermelon, welcome to all buyers thank you very much, plums, peaches, joy of life, cucumbers add a lot to your salad… “ Please note right in the end… that’s the most Sabra part as he stops singing to take on a call…”Alo?.

Shabbat Shalom to all.

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Lisa said...

hi- thanks for the comment! i dont know how i stumbled onto your blog (through another blog i had been following i guess), but I started reading and enjoying. since we are so close to being there its nice to read about people just one step ahead of us. thanks for posting!

AdinaLex said...

I was actually able to read "Guadelajara" in hebrew! So proud of myself... Really funny signs! That is a great blog post. Hope you are having a great summer!


Anonymous said...

Muy simpático y con una lección en marketing...lo mejor fue la modelo que mas guapa.

Anonymous said...

Esta buenisismo el Sabra Album. Yo creo ya tienes material para hacer un programa de TV o escribir un libro o algo chistoso de los sabres.

Shabat shalom desde Chicago!
Los fele Chicago

Eric said...

This album was awesome and makes me want to go around Pittsburgh making my own Sabra album. As the "Chicago Feles" said in Spanish, perhaps you should start a Marketing company and use the Sabra pictures to show how its not done. They say that some things exist just to serve as a (bad) example to others.

- Eric

Anonymous said...

Kol Hakavod Isra por tu blog de MKT
Està de lo màs divertido e ingenioso.Te deseo que tu talento en blogs y tus conocimientos en MKT muy pronto te traigan muy buenas oportunidades.Los quiere mucho, Ramy

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