jerryking + marketing + branding   34

Marketing in the Moments, to Reach Customers Online - The New York Times
JAN. 17, 2016 | NYT | By ROBERT D. HOF .

MOMENTS are having a moment in advertising. Or at least a micro moment.....It is not just a matter of reaching people at a particular time of day, a capability advertisers have employed for decades. Randy Wootton, chief executive of the ad technology firm Rocket Fuel, which recently announced a “marketing in the moment” approach, refers to ancient Greek concepts of time: chronos, or sequential time, and kairos, a moment of opportunity independent of linear time. The latter, of course, is the one his company claims to employ for marketers.

Another key, said Brian Solis, a principal analyst at Altimeter Group, a market research firm, is that the ads need to be more useful than they are attention-getting. According to a Google survey, 51 percent of smartphone owners have bought from a different company than they intended on the basis of information found online.....However, to build brands, an effort that accounts for the majority of ad spending, companies need more than a moment. And few marketers currently have all the skills needed for moments-based marketing, such as ethnographic studies of their customers and the ability to match customer data to the right context,
intentionality  immediacy  GPS  location_based_services  Greek  LBMA  advertising  instant_gratification  purchase_decisions  brands  branding  marketing  ephemerality  impulse_purchasing  contextual  Ram_Charan  P&G  real-time  Flybits  moments  linearity  seminal_moments  chronological  kairos 
february 2016 by jerryking
No place for Future Shop as shopping’s future shifts - The Globe and Mail
MARINA STRAUSS - RETAILING REPORTER
The Globe and Mail (includes correction)
Published Sunday, Mar. 29 2015
Marina_Strauss  retailers  e-commerce  consolidation  Future_Shop  Best_Buy  marketing  branding  bricks-and-mortar 
march 2015 by jerryking
Loblaw targets food-savvy Canadians in major marketing overhaul - The Globe and Mail
SUSAN KRASHINSKY - MARKETING REPORTER
TORONTO — The Globe and Mail
Published Wednesday, Sep. 17 2014

Loblaw has partnered with Google Inc. to build a “food pulse index,” which will track online conversations about food across Canada. It will publish the results on a regularly updated map on the corporate website, which will show food trends by region.

And the content on the site and on Loblaw’s social media channels will be determined by what people are talking about. If beets are a hot topic, for example, the retailer will serve up images, recipes, polls and information about the root vegetable. If people are wondering about gluten-free Thanksgiving meals, Loblaw will respond.

The Google trends will influence not just marketing, but also product development at the retail giant.
Susan_Krashinsky  Loblaws  marketing  branding  brands  Google  product_development  trends 
october 2014 by jerryking
To Keep Your Customers, Keep It Simple -
May 2012 | Harvard Business Review |by Patrick Spenner and Karen Freeman
marketing  information_overload  decision_making  brands  branding  simplicity  HBR 
september 2014 by jerryking
When scent crosses the ethical line - The Globe and Mail
CARLY LEWIS
Special to The Globe and Mail
Published Wednesday, Sep. 10 2014,
brands  branding  marketing  smell  fragrances 
september 2014 by jerryking
How to become 'cult-worthy'
Combine a good measure of desire, courage and knowledge and you’ll have a shot at being a cult brand, says Sheldon Lachambre, Cult Collective’s vice president of account services. “Cult bran...
branding  brands  howto  marketing  from notes
march 2014 by jerryking
Case Study: Edgy Ad Campaign, With Hefty Digital, Traditional PR Support, Helps the Pistachio Come Out of Its Shell
Timeframe: March - Dec. 2009

In early 2009, life wasn't all it was cracked up to be for the pistachio. In March of that year, the FDA issued a precautionary, voluntary recall for the green nut for...
product_recalls  public_relations  commodities  branding  brands  transparency  crisis_management  FDA  marketing  Lynda_Resnick  social_media  funnies  contests  virality  from notes
december 2013 by jerryking
Chilled champion
Jun 27, 2007 | Marketing | Charles Gemma.

=============================================
Richard Tolley has no interest in golf, and has never played on the rather odd mini-course on Dairy Crest's ...
marketing  dairy  branding  brands  from notes
december 2013 by jerryking
Dave Nichol: The man who revolutionized branding, and made simple exotic
Sep. 26 2013, | The Globe and Mail |SUSAN KRASHINSKY And MARINA STRAUSS

The Globe and Mail

Published Thursday,
obituaries  marketing  private_labels  Loblaws  retailers  Marina_Strauss  Susan_Krashinsky  branding  supermarkets  grocery 
september 2013 by jerryking
Cirque, Sid Lee team up to create marketing ‘events’ - The Globe and Mail
Jun. 20 2013 | The Globe and Mail | SUSAN KRASHINSKY - MARKETING REPORTER.

Cirque du Soleil is bringing its sense for spectacle to the marketing world, teaming up with Montreal ad agency Sid Lee to launch a branded entertainment company. The joint venture will aim to help brands create experiences that people actually want to watch, listen to, and experience. The joint venture, Sid Lee Entertainment, has been a year and a half in the making, and is an attempt to address a fundamental shift in advertising: away from pushing messages to consumers, and toward creating engaging content....Marketers have been approaching Cirque for years to develop entertainment projects, Mr. Lamarre said, but the company was unable to figure out how to do that without having it conflict with its own brand.

The goal is to create events engaging enough that the brands behind them can sell tickets, Mr. Cesvet said – and to potentially create a new economic model for an industry in flux.

“With advertising, we’re still selling hours,” he said. “What we want to do with this entertainment division is transform the revenue stream of our business … what clients expect from agencies is a lot more complex. You have to do an app, you have to do interactive experiences. I don’t think the value is recognized.”
marketing  branding  brands  Cirque_du_Soleil  Montreal  advertising_agencies  partnerships  joint_ventures  events  event_marketing  ideaCity  product_launches  customer_experience  experiential_marketing  content_creators  live_performances  interactivity  inbound_marketing  entertainment  Sid_Lee  Susan_Krashinsky  creating_valuable_content  fascination 
june 2013 by jerryking
Branding basics: The signature dish
Feb 11, 2013 | Nation's Restaurant News | Laura Ries.

The restaurant industry invented a concept I believe should be copied by every other industry: the signature dish.

A signature dish helps c...
branding  foodservice  fast-food  casual_dining  restaurants  marketing  from notes
april 2013 by jerryking
Marketers develop a taste for aspiring foodies
Dec. 27 2012 | The Globe and Mail | SUSAN KRASHINSKY - MARKETING REPORTER.

Loblaw's President’s Choice Black Label Collection targets a growing consumer population: foodies.

The Black Label products launched late last year, but in limited distribution at first in select parts of Ontario. With the nationwide rollout now complete, there has been a bigger push to advertise the products this holiday season.
marketing  grocery  Loblaws  private_labels  brands  branding  gourmands  gourmet  food  foodies  market_segmentation  product_launches  rollouts 
december 2012 by jerryking
The Big War Over Cuties, the Small Fruit - WSJ.com
July 13, 2012 | WSJ | By MIRIAM JORDAN

The Big War Over a Small Fruit
Simple but clever ideas have made America great. Now a small seedless fruit has become an emblem of marketing in our era. Will your local supermarket ever be the same again?
fruits  marketing  supermarkets  branding  brands  litigation  Lynda_Resnick  agribusiness  citrus 
july 2012 by jerryking
Segmentation - Back to School: Connecting With College Students :
September 28, 2004 | Marketing Profs | by Robert F. Hogeboom |

here are seven strategies that reflect the unique culture of college students:

Communicate lifestyle, not age relevance: Speaking to college students' age ("You're in college, obtain your first credit card") is ineffective, because it does not inspire them or grab their attention. Marketers must create a link between their brand and students' lifestyle, which includes attending concerts and movies, snowboarding on weekends, eating at off-campus restaurants, traveling and more. Remember: college students don't just study and attend class all day—they are extremely active.

Attach your brand name to current trends: Snowboarding, surfing, skateboarding, underground rock bands, rock concert festivals and the ESPN XGames are considered "cool" among the college student market. Businesses can attach their brand name to these activities, events, products and associations that have earned "street-cred" among the student market, and thus share in their emotional appeal.

Tap into students' emotional needs for empowerment, privilege, and status: College students are attracted to goods and services that empower them as consumers and individuals. Examples include the Internet, mobile phones, MP3 players, online file sharing and credit cards. Additionally, products and services that enhance social status are successful at winning students over.

Don't try too hard to win students over: College students greet most product claims with skepticism. Students are aware that they are a highly desirable market. They don't want to be overtly sold or pitched. Instead, they simply want to be educated about products and services and told how the offering matches their unique needs.

Reach students at key transitional periods: At certain transitional periods, college students exhibit a need for certain products and services. It's a marketer's job to reach students at these points of need. Key transitional periods for college students include the beginning of freshman year, summer breaks, moving to off-campus living, studying abroad and graduation.

Become an authentic brand: Ad-weary and marketing-savvy college students value authentic brands. Authentic brands exhibit the following characteristics:

• They develop trust among potential customers—trust is the foundation of brand authenticity.

• They are perceived as not trying too hard to sell or actively win customers over.

• They continually deliver value and convince students that they have students' best interests at heart.

Play-it-straight: College students immediately sense hype and do not accept brands that they consider fake.

Read more: http://www.marketingprofs.com/4/hogeboom1.asp#ixzz203iwNgRt
market_segmentation  Colleges_&_Universities  students  lifestyles  branding  leisure  marketing  tips  target_marketing  authenticity  transitions 
july 2012 by jerryking
From Harvard Yard To Vegas Strip Article
10.07.02 | Forbes.com - Magazine | Carol Potash.

Through branding, cross-casino marketing, loyalty cards, and technology, CEO Gary Loveman has made Harrah's Entertainment, the most diversified of the big four gaming companies, a model of effective customer feedback. In an industry accustomed to relying on intuition, Harrah's has built a database of 25 million customers that drills down through all its activities. Digital profiles are based not on observed behavior of what customers have spent but on analysis of what they are capable of spending. The technology includes built-in marketing interventions designed to close the gap between actual and potential spending. In this new world of computer-generated predictions, the customers are willing participants. Harrah's may be the best example of this kind of ongoing feedback system that could be applied to theme parks, ski resorts, cruise lines, retailers, and subscription businesses such as AOL and satellite TV.
predictive_modeling  Las_Vegas  databases  theme_parks  gaming  CEOs  Harrah's  casinos  yield_management  data_mining  customer_profiling  loyalty_management  customer_feedback  variance_analysis  leisure  branding  Gary_Loveman  marketing  observations 
july 2012 by jerryking
Small Firms Can Survive Squeeze By Revamping Marketing Efforts - WSJ.com
January 28, 2003 | WSJ | By JEFF BAILEY | Staff Reporter of THE WALL STREET JOURNAL. Small Firms Can Survive Squeeze By Revamping Marketing Efforts
(1) Measure your results.
(2) Building a brand is different from closing a sale. (In marketing your firm, decide whether broad-based brand awareness is a goal or whether you're merely looking for that next sale)
(3) Think narrow.
(4) You're not too small
small_business  sales  marketing  metrics  target_marketing  branding  measurements  narrow-framing 
may 2012 by jerryking
Playing Defense, Marketing Methods
Mar 1, 2006 | Inc.com| Ellen Neuborne.

Marketing is usually understood to mean building brands and capturing new markets. And it's often discussed in terms of sexy campaigns. But in the quest to make an impression, many companies ignore defensive strategies, which can be far more effective in warding off rivals...Defensive tactics make sense in a variety of situations, but they become critical when a company is under attack. A strong defense is especially important today as technology and globalization lower barriers to entry, leaving industry leaders vulnerable. "In times of turbulence, relationships and behaviors are loosened up and the glue that holds customers to one's product is weakest,"... A smart defense, he adds, is especially crucial for smaller companies, whose survival often depends on preserving relationships and guarding a niche. What's more, small companies typically have limited marketing budgets, and a defensive campaign often provides more bang for the buck.
marketing  small_business  strategies  R&D  relationships  defensive_tactics  branding  brands  turbulence  niches 
april 2012 by jerryking
Using Online Video to Market Your Business - BusinessWeek
February 03, 2012, 10:58 AM EST
Using Online Video to Market Your Business
First determine what kind of material would complement your company’s brand. Then learn the basics: preparation, equipment, and location

By Karen E. Klein
web_video  small_business  branding  marketing  YouTube 
february 2012 by jerryking
Chinese Firms' Buying Binge Bet on Value of Western Brands - WSJ.com
JUNE 23, 2005 | WSJ | By GEOFFREY A. FOWLER.

Foreign companies have used several strategies to expand into the U.S. Some purchased U.S. brands …Others have built their U.S. customer base organically….But this path can take a long time and hit bumps along the way…But Japanese and Korean manufacturers that moved to the U.S. enjoyed a boost their Chinese counterparts lack: a government-protected home market in the 1980s and '90s that allowed them to finance their international push with rich profits from domestic sales. China has largely opened up its consumer market to competition. …Wooing brand-conscious Americans shoppers is a slow process that almost no Chinese manufacturers, used to selling on price, have mastered. Almost a decade ago, Konka Group Ltd., then China's biggest TV maker, made a big push into the U.S. and seemed to make progress for a while with a low-cost line of sets. But it never gained the marketing savvy or name recognition it needed and has since retreated to its home market, where it has slipped to No. 3…Buying an established company, on the other hand, offers Chinese companies immediate access to technology, experienced marketing executives and coveted distribution channels at a time when America's retail industry is consolidating…. The biggest hurdle, though, has been finding enough people who can bridge Chinese and Western business cultures. "Maybe Haier has the people," says Vincent Yan, a managing director of TCL. "We needed cross-cultural people with the right business experience. Those are very hard to accumulate."
brands  branding  China  M&A  mergers_&_acquisitions  Chinese  Haier  WPP  cross-cultural  white_goods  manufacturers  marketing  brand-conscious 
october 2011 by jerryking
Keys to a successful marketing campaign
Sept. 12, 2011 |G&M|Harvey Schachter.

Consider this article for Virgina of Fayeclack Communications

Marketing guidelines:1. Be noticeable: Engage consumers.Get them to think about your brand. 2. Be insight-based: Impactful campaigns must resonate with
some insight - a compelling, original observation about consumers or the
product category, based on research or chatting with consumers. 3. Be
memorable : Your ad must be remembered, e.g. Apple's 1984 ad jabbing at
IBM. 4. Be branded: It's important consumers remember the brand, and
that the ad supports & reinforces it. 5. Be "campaignable": A
single ad is not a campaign, but if effective should lead to one. 6. Be
differentiated: It's not enough to be remembered & to send a msg.
about being good - est. why your brand is better than its competition.7.
Be motivating to get people to actually do something.8 Be ethical:
Advertising is viewed with suspicion, so be above board. 9. Be
financially sustainable10. Be integrated: Able to deliver your msg. in a
complementary way through the various media.
marketing  ksfs  branding  Harvey_Schachter  campaigns  cross-platform  advertising  Waudware  insights  engagement  Apple  IBM 
september 2011 by jerryking
Pop-Up Stores: the New Marketing Trend of Temporary Brand Environments | TalentZoo.com
June 8, 2005
Pop-Up Stores: the New Marketing Trend of Temporary Brand Environments
By: Jim Anstey
marketing  trends  pop-ups  kiosks  branding 
february 2011 by jerryking
Up, up and away; Pop-ups
Nov 6, 2010 | The Economist | Independent galleries, theatres,
bars (not always licensed) & front-room restaurants, all with
intentionally short lifespans, have been popping up suddenly, often
overnight, in the hipper parts of British cities for several yrs. The
exigencies of the recession encouraged retailers to emulate them: the
previous govt. set up a £ 3m fund to fill empty shops; landlords became
willing to sign short-term leases. Last yr. the people behind an
ice-cream brand named The Icecreamists ran a pop-up shop, complete with
in-house band & catwalk shows, inside Selfridges in London.The
brand's slogan-- to "liberate the world one lick at a time"--wouldn't be
out of place at Banner repeater. Founder Matt O'Connor says his 1st
pop-up let him launch his brand for a 1/10th of the normal cost, while
testing product ideas. For established brands, the format provides a
direct way of interacting with customers, turning each day's trading
into a consumer focus group.
ProQuest  marketing  trends  United_Kingdom  branding  market_research  product_launches  focus  retailers  experimentation  pop-ups  ice_cream 
november 2010 by jerryking
When Being First Doesn't Make You No. 1 - WSJ.com
AUG.12, 2004|WSJ|CRIS PRYSTAY.In Jan. 2000--almost 2 yrs.
before Apple.'s iPod hit the mkt.--Singapore-based Creative Tech.
unveiled a similar prod.: an MP3 player w. a tiny hard drive that stored
hundreds of hrs. of music. In biz., though, being 1st doesn't always
make you No. 1. Creative is best-known for its Sound Blaster audio cards
for PCs, a product category it pioneered & dominates. But it's
still a niche player; annual sales are a tenth of Apple's. Apple ran
mktg. rings around Creative even in its own backyard. For iPod's
Singapore launch in late 2001, Apple plastered the CBD with funky
posters & ran a hip ad blitz in movie theaters.Creative's response
finally came last month, when it began sponsoring a children's TV show
& running its 1st-ever TV ad campaign--but only in Singapore.
"There's been a big shift in our biz, & right now, our biggest
challenge is mktg.," concedes founder/CEO, Sim Wong Hoo. "But I'm
stingy. I don't want to waste $ unless I know it's going to work."
branding  Xerox  Ricoh  image_advertising  Apple  iPODs  competitive_landscape  product_launches  Singapore  first_movers  fast_followers  consumer_electronics  marketing  new_products  new_categories  category_killers 
october 2010 by jerryking
Brief encounters: Mark's has designs on panties - The Globe and Mail
Mar. 22, 2010 | Globe & Mail | by Marina Strauss. Mark's
is all over the panties, as well as women's camisoles, tops, jeans,
dresses and dress shoes. In its mission to court more women, the
retailer is focusing more than ever on lingerie, with a big push in 2010
on the Perfect Fit Panty. Panty sales are critical to Mark's. The math
is simple: Women shop for underwear five times a year, compared with
just twice a year for other casual clothing.“It's about getting a bigger
share of the wallet from those customers who do shop there and now can
spend money at Mark's that they might have spent elsewhere.”

Still, Mark's faces the challenge of not scaring off its loyal male
customers by dressing up its stores with panties and camisoles
Marina_Strauss  marketing  branding  brand_extension  lingerie  Mark's  intimate_apparel 
march 2010 by jerryking
Building Brand Runways
Jul 8, 2009 | Fast Company | by Joel Rubinson. Runways are
relationships your company can create with trading partners and
consumers that make your brands accessible, and give YOU access to
markets and marketing options you otherwise would not have. Ducati
motorcycles' sponsorship and hospitality presence (and winning record)
at the Superbike World Championship events is a runway into enthusiast
sports biking communities around the world.
sponsorships  branding  Ducati  motorcycles  Italian  marketing  events  event_marketing  relationships  Communicating_&_Connecting 
december 2009 by jerryking
How Harley Davidson Revs Its Brand
October 1, 1997 | Strategy + Business Issue 9 | By Glenn
Rifkin. Harley-Davidson has been able to build a community of
enthusiasts around its brand that includes members from very diverse
groups, and with almost no advertising. How does the king of heavyweight
motorcycling keep its fans so loyal? It gives them a reason to
"belong."
marketing  Harley-Davidson  motorcycles  superfans  customer_loyalty  branding  brands 
december 2009 by jerryking
Seth's Blog: The difference between PR and publicity
Publicity is the act of getting ink. PR is the strategic
crafting of your story. It's the focused examination of your
interactions and tactics and products and pricing that, when combined,
determine what and how people talk about you.
Communicating_&_Connecting  advertising  public_relations  strategy  marketing  branding  Seth_Godin  publicity  storytelling 
march 2009 by jerryking
Gild by Association - WSJ.com
Dec. 15, 2008 WSJ article by Ross D. Petty which looks at how
companies can become better known by comparing themselves to
better-known brands, e.g by parody.
branding  strategies  marketing 
february 2009 by jerryking
Name That Firm - WSJ.com
March 17, 2008 WSJ By SUZANNE BARLYN offering advice on naming right.
branding  naming  small_business  marketing  start_ups 
february 2009 by jerryking

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