Opinions expressed by BIZ Experiences contributors are their own.
They may look cute and innocent, but the characters on the newComedy Central animated series "South Park" are not to bemistaken for your standard, wholesome cartoon kids. Indeed, theshow, which debuted in August, has drawn comparisons to thedecidedly unwholesome "Beavis and Butt-head"series. Simply put, this is animated fare of the most offbeatvariety.
Which may explain why "South Park" is generating suchbuzz--even among a crowded TV lineup. In an irreverent tone, theshow follows third-graders Stan, Kyle, Cartman and Kenny throughmisadventures as bizarre as being abducted by aliens to huntingwith hand-grenade-toting relatives. And there's even an episodein which the boys try to genetically engineer an elephantthat's the size of a pot-bellied pig.
Does all of this sound like the makings of a hit TVprogram--and, not incidentally, a lucrative licensing opportunity?It should. At press time, "South Park" was riding a waveof publicity surrounding its premiere. If this heightened level ofanticipation is any indication, "South Park" could wellbecome a hot property among Generation X viewers. Skeptical? Thinkof it this way: Who ever would've guessed a fledgling"Beavis and Butt-head" would achieve mainstreampopularity?
Beetle Mania
The beetle is juiced up--and (almost) ready to go. As consumerscontinue to drive sales of retro products that trigger fondmemories of days gone by, it's perhaps something of amasterstroke for Volkswagen to revive one of the most belovedautomobiles to ever hit the road. Forget what you may have heardabout there being no second acts in America: A new VolkswagenBeetle is on its way.
Although an exact launch date has yet to be confirmed,Volkswagen is planning to introduce its much-anticipated new Beetlebefore the year 2000. Is it a meet-the-new-Beetle,same-as-the-old-Beetle scenario? Well, yes . . . and no. Volkswagenis sticking with the classic rounded shape, but 1990s touches willinclude air bags.
There's more to this Beetlemania than meets the road,however. In the wake of the vehicle's comeback, we'venoticed other products designed to play on folks' affection forBugs--including candles in that familiar shape. Can a return to thebig screen by Herbie ("The Love Bug") be far behind?
Returns Of The Jedi
Stop the presses! Even as media speculation and fan excitementheat up over the first installment in the brand-new "StarWars" film series--set to hit theaters a mere two years fromnow--we have been fortunate enough to intercept a top-secret memothat appears to have been issued by none other than Darth Vaderhimself. (Yes, we know he appeared to have died in "Return OfThe Jedi" but . . . details, details . . .) At the risk ofbeing struck by a light saber, we henceforth divulge the DarkKnight's missive.
"To: Empire stormtroopers
Re: New `Star Wars' films
Based on the box office success enjoyed by the recent theatricalre-release of our original "Star Wars" movie trilogy,we're expecting tremendous worldwide enthusiasm for the nexttrilogy--currently in development. As you are aware, this nexttrilogy will focus on my pre-Vader years as Anakin Skywalker. Mypartner in Jedi, Ben ("Obi-Wan") Kenobi, is featured aswell. Even that annoying mechanical pair, R2-D2 and C-3PO, is backin action.
Directed by George Lucas, this first installment in the newseries will descend upon the galaxy in May 1999. Prepare for longtheater lines. Prepare for media frenzy. Never doubt: The Force iswith us."
Magnetic Power
How do athletes spell relief? M-A-G-N-E-T-S. Yes, it may seem abit of a stretch, but the fact remains that biomagnetic therapy isall the rage among those seeking noninvasive treatment for achesand pains. It is, proponents contend, an attractive alternative tomore conventional medicine.
But perhaps this magnetic pull is best understood as yet anotherexample of how open-minded consumers are increasingly using NewAge-type remedies. Although skeptics exist, magnet wearers arebolstered by the knowledge that they're reportedly following inthe footsteps of historical figures such as Aristotle andCleopatra. And, true believers argue, are magnets that much of aleap from many of the herbal concoctions available in today'smarketplace?
Oakland Park, Florida-based DHB Sports Group Inc. is bettingnot. As the force behind BIOflex magnets, DHB Sports Group claimsits concentric-circle technology is an industry breakthrough--and afar cry from traditional magnets. Medicinal magnets are generallythought to dilate blood vessels and thereby ease one'scirculation.
But do they actually work? Again, it's debatable. Butwhat we can tell you is that magnet use is no longer exclusive toopen-minded consumers: At least one enterprising company has begunto sell biomagnetic collars for dogs.
Cuba Chic
Time to break out the Desi Arnaz records. Even as cigarscontinue to light up the marketplace--and serve as the accessory ofchoice among the hip and fashionable--consumers nationwide arerediscovering the culture of the country perhaps best known for itstobacco products. The smoke signals are clearly in the air: Cuba ishot.
For evidence of this Cuban cultural wave, one need only look tothe cigar lounges popping up across the United States. Theseestablishments serve as natural springboards for cigar connoisseurseager to not only enjoy a smoke but also to listen to the strainsof Cuban dance rhythms. Even more exotic: sampling Cuban fare suchas empanadas.
As co-founder of the Whittier, California-based Havana HouseCigars & Lounge, Richard Valenzuela is reaping the rewards ofthis keen interest in Cuba. "We're doing very well,"says the 29-year-old BIZ Experiences, who expects his business to growfrom $600,000 this year to $800,000 in 1998. Opened in 1996, HavanaHouse complements its selection of more than 80 brands of non-Cubancigars with an assortment of Cuban pastries and coffees.
Gaining Access
Are you overlooking a lucrative market? If you haven'tconsidered marketing to the disabled, you might be limiting yourcustomer base.
"As consumers, the disabled are the fastest-growing marketsegment in the nation," says Urban Miyares, president of theDisabled Businesspersons Association. "That's primarilybecause people are living longer and [engaging in more hazardousactivities], such as hang-gliding and jet skiing and all thoseother things that are creating more disabilities at a youngerage."
The Internet, in particular, is helping connect disabled personswith the marketplace. "The Internet is the buzzword in thedisabled community," says Miyares.
But should you target this market, be prepared to tailor yourapproach. In addition to making product modifications, you'llneed to reexamine your business's marketing efforts. "Ourbuying patterns tend to be a bit different than regularconsumers'," says Miyares. "We tend to buy productsbased more on [personal] references than advertising hype.We're cautious buyers--but loyal consumers."
Remember, however, that loyalty must be earned. Doing somethingas simple as, say, making your company's Web page accessiblefor all (including the visually impaired) is a good way to start."In the long run," surmises Miyares, "you'llfind out the disabled may just become your most valuablecustomers."
Watch for our roundup of the hot trends for 1998 in nextmonth's issue. We guarantee this will be one issue youwon't want to miss.
Contact Sources
Comedy Central, 1775 Broadway, New York, NY 10019,(212)767-3952
DHB Sports Group Inc., 4031 N.E. 12th Terrace, OaklandPark, FL 33334, (800) 979-4343
Disabled Businesspersons Association, http://www.web-link.com/dba/dba.htm
Havana House Cigars & Lounge, 7020 Greenleaf Ave.,Whittier, CA 90602, (562) 698-2245.
