Tag Archives: Marketing
Add it up
As the role of marketing continues to evolve in business, one would suppose that the CMO or head of marketing is becoming more accountable to business objectives and corporate growth drivers. Yet most marketers still find their role relegated to traditional marketing functions. Why is that?
A large part of the answer is metrics. Too many companies today still see marketing as a cost center. They still measure its performance not based on goals or definable objectives, but rather on dollars spent year over year, using brute force methodologies like ad to sales ratio, total revenues and in some cases, headcount. The mentality of “hit your sales number at the lowest possible expense” is as far as it goes in many businesses. It is surprising in this day and age that while sales targets are provided to marketers, many of them do not have corresponding profitability and marketing ROI goals. Continue Reading…
PurseStrings Launches in the Land Down Under
I’m off to Sydney for a media tour and the launch of my new book, PurseStrings. New, proven ways of reaching the hearts and minds of female consumers, co-authored with Amanda Stevens, one of the premier experts in marketing to women.
The book is the result of a successful partnership between HY Connect and Amanda that dates back several months.
In April, Amanda joined HY Connect to lead our Marketing to Women division. While she was here, Amanda, Elissa Polston, HY Connect Director of Strategic Planning, and I gave the opening presentation at the National Marketing to Women Conference. We shared some of the proprietary research we conducted, as well as a few examples of which advertising strategies do and do not resonate with the female consumer. We were overwhelmed by the positive response from conference attendees, including comments from representatives of Meredith Publishing that told us we had “…the best content of the entire conference.” Continue Reading…
Changing Behavior By Adding F-U-N.
Marketers often try to motivate consumers by saying something is the right thing to do. Or the smart thing to do. A recent campaign shows that you can get much better results by adding another element: the fun thing to do.
We’ll start by focusing on one case history: VW in Sweden. It’s a classic campaign that started in 2009 and continues to this day. If you’ve seen the work already, it’s worth re-visiting. If you haven’t been to Stockholm recently, this should be new to you. Continue Reading…
LoMoSo: The Information Expectation
Let’s try a quick thought experiment.
Take a moment and think back 15 years ago, to 1996. In 1996 how did you: Find movie times? Learn about world news? Find sports stats? Learn about the best restaurants? Manage your finances? Pay your bills? Research a project? Learn a new skill? Share photos? Or Watch video?
How do you do all of these things today?
For most of you, the answer is online. The web has woven itself into everything we do and it’s not slowing down. Being able to get through the clutter and have the right information, at the right time, from the right sources is paramount.
212 Branding Steps
It used to be considered a rite of passage for a newly graduated male to purchase his first pair of formal dress shoes in which to properly enter the business world. The loafers, khaki pants and blue blazer which used to stand in as your dress-up outfit were put aside and, usually with your father’s assistance, you acquired some nice cap-toe brogues or wingtip oxfords, and almost always in black. My father strongly recommended his own brand of dress shoe, Allen Edmonds. His experience with Allen Edmonds began in the War, when Allen Edmonds was traditional issue for dress uniform in the Armed Forces.
Make It Simple
Just over a decade ago, the premier marketer in the U.S., Proctor & Gamble, created a new mantra for their product portfolio strategy: “Make It Simple.” At the time, P & G President and CEO, Durk Jager questioned whether the world really needed 52 versions of Crest toothpaste or 31 varieties of Head & Shoulders shampoo. The incredible proliferation of product shapes, sizes, packages and formulas not only confused consumers, but the product line complexity cost P & G money as well. Although P & G’s simplification program focused primarily on reducing their bloated product lines, the “Make It Simple,” charge could be adopted by all consumer brands throughout their marketing approach—from the actual product and the consumer promise to the packaging and advertising. As Durk Jager stated, “It’s mind-boggling how difficult we’ve made it for consumers over the years.”