When To E-Tail?
Posted by Rob Fields in Shopper Marketing/Retail on April 26th, 2012
Knowledge@Wharton has some clues:
In their most recent paper, Zhang and his coauthors address a key question that e-tailers are now facing: When should they use a platform — or agency — model instead of the more conventional reselling format? In developing a theoretical model for their study, the researchers focused “on the effects of two main factors on the resulting selling format in electronic retailing: competition among e-tailers, and reaction by the manufacturer due to the impact of the electronic channel on sales in the traditional channel (brick-and-mortar retailing).” The results of their work suggest that “whenever sales in the electronic channel lead to a negative effect on demand in the traditional channel, e-tailers prefer to set up platforms, whereas when sales in the electronic channel lead to a substantial stimulation of demand in the traditional channel, e-tailers prefer reselling contracts with manufacturers.” Furthermore, “this preference is moderated by competition among e-tailers — as competition between them increases, e-tailers prefer to set up platforms.”
Twitter This Post
Super REGGIE to Amex, Digitas & CP+B for Small Business Saturday
Posted by David Goldberg in Uncategorized on March 15th, 2012
Small Business Saturday, a unique cause marketing campaign created by American Express, was awarded the 2012 Super REGGIE; the highest honor in American integrated marketing. Marketing agencies Digitas and Crispin Porter + Bogusky shared in the honor which also makes the campaign eligible to represent the U.S. at the Globe Awards; an international competition to recognize the world’s best marketing communications programs.
The Super REGGIE capped the 29th annual REGGIE Awards Gala presented by the Promotion Marketing Association (PMA). The event was held at Chicago’s Westin River North at the conclusion of the PMA’s Game Changers Marketing Conference.
The Small Business Saturday campaign was marked by its impactful use of social media across multiple platforms and traditional media, and the fact that Congress recognized it as an “official day”.
“It’s a great honor to be recognized by the PMA,” said Allison Silver, Vice President, American Express OPEN. “Small Business Saturday recognized the importance of small businesses across America and motivated millions of consumers to shop small. “
Digitas’ Roger Box added, “This recognition from the PMA is a great testament to the collaborative effort it took to create Small Business Saturday.”
Small Business Saturday also took home three Gold REGGIES for: Best Cause, Green, or Social Responsibility Marketing Campaign, Best Social Media Campaign, and Best Retailer-Specific Campaign. In all, 62 REGGIES were given out across 21 categories with each Gold REGGIE winner eligible for the Super REGGIE.
“Promotion strategies and tactics have found their way in to every strategy and tactic from public relations and shopper marketing to social media and advertising,” said Bonnie Carlson, PMA president. “Of all the truly remarkable campaigns recognized here tonight none demonstrated that better than Small Business Saturdays.”
Last year’s Super REGGIE winner, Walgreen’s Arm Yourself campaign, went on to win a Globe Award. “There is little doubt that American Express may do the same,” said Ms. Carlson.
For a full list of 2012 REGGIE winners click here https://pmalink.site-ym.com/?2012reggiewinners
Twitter This Post
Gold in the Landfill
Posted by David Goldberg in Uncategorized on March 15th, 2012
Terra Cycle’s Albe Zakes told the lunchtime audience about Finding Marketing Gold in Your Local Landfill.
If you’re not familiar with the Terra Cycle story, do yourself a favor and learn more.
In the meantime, take it from Albe: “Marketing strategies in the 21st Century are changing dramatically. Your audience is more connected, more educated and ever better at ignoring advertising. Finding unique ways to reach your consumers through a variety of touch points from social networks to gaming to their local supermarket is crucial for your brand’s success. What got you here will certainly not get you to the next level.”
“TerraCycle grew from a 2 man operation selling liquefied worm poop in reused soda bottles to a global eco-powerhouse with operations in 20 countries, all without ever paying for a single advertisement. If your company still thinks advertising is the only tried and true way to drive sales, you are way behind your competition already.”
The afternoon is all about brand building. Follow live on Twitter @thepma (#GameChangers2012) to hear from General Mills, Cafe Mom, Dunnhumby, Cartoon Network, American Express, Sears and Glamour.
Twitter This Post
Google Google to See How it’s Done
Posted by David Goldberg in Consumer Insights, Digital Marketing, Uncategorized on March 15th, 2012
Retail remained in focus as Google’s Tim Reis presented A New Look at Retailers & Shoppers in the Digital Age.
Here are a few tips:
1. Optimize your site! 79% of sites do not have mobile optimized landing pages!
2. Leverage local and mobile commerce. Mobile represents $1 trillion in commerce while one in three searches has local intent. Mobile is not a tool, it’s an obsession.
3. Employ mobile at all points in the funnel. 50% of U.S. subscribers have smartphones; usually less than 3 feet away. 79% of them shop with it.
4. Embrace the multiple screen. 40% of smartphone tablet owners multitask by using mobile and watching television.
5. Embrace social everywhere. Google how Google does social to learn more.
Time for lunch and Terra Cycle’s Albe Zakes.
Twitter This Post
Run the Gauntlet
Posted by David Goldberg in Uncategorized on March 15th, 2012
“There is nothing wrong with change, if it’s in the right direction.”
- Winston Churchill
“If you suck offline, you will suck online.”
- Jeffrey Hayzlett
And so it went, as the former Kodak CMO shook the audience to life with a staccato delivery and take-no-prisoners candor as he addressed Driving Change in Business.
“It’s like running the gauntlet every day,” said the founder of The Hayzlett Group.
Other highlights:
“Be a clock changer. Don’t talk about it, just do it!”
“Stand for something.”
“One should never be scared when in good company.”
“Cause tension. Don’t settle. Create competition. Stir it up. Ask why?”
Capturing Mr. Hayzlett’s content and spirit in this space is beyond us. But, if you weren’t here, you owe it to yourself to get it straight from the horse’s mouth. Fortunately, his new book, Running the Gauntlet, is available now. Put it on your reading list. http://hayzlett.com/gauntlet
Twitter This Post
Keith Anderson’s Retail Landscape
Posted by David Goldberg in Digital Marketing, Integration, Marketing Accountability, Shopper Marketing/Retail, Uncategorized on March 15th, 2012
PMA President Bonnie Carlson introduced him as a retail prophet, then RetailNet’s Senior Analyst Keith Anderson backed it up in front of a packed ballroom at Chicago’s Westin River North Hotel as Game Changers 2012 moved into its second day.
Mr. Anderson capped his in-depth, one-hour look at the retail landscape with the following list of operating principles for brands hoping to get it right in today’s world.
INTEGRATION: Integrate online and offline even though it’s likely a 24-month transition.
REINVENTION: Don’t see it solely as a cost. View it as an opportunity.
ATTRIBUTION: Measure digital influence on sales.
DISRUPTION: Manage impulse and upsell in a digital world.
OPTIMIZATION: Find ways to do more with the same staff and same budgets. Find places to cut when prudent.
COORDINATION: Digital is not an afterthought. Retailer, Agency, Brand, Shopper Marketer, and Digital all need to be at the table from the outset.
SPEED: Failure will happen. Fail better and faster. Adjust budget and staff accordingly and re-focus.
Twitter This Post
Homeless Hotspots From A Brand Builder’s Perspective
Posted by David Goldberg in Uncategorized on March 14th, 2012
Attendees at The Promotion Marketing Association’s (PMA) annual Marketing Conference were asked to weigh in on the “Homeless Hotspot” program that exploded across media outlets yesterday and today. The 50 respondents included some of the country’s leading marketers gathered in Chicago for Game Changers 2012; an event centered on brand building. They were equally divided among corporate marketing executives, marketing agency personnel, and industry analysts.
Like much of the public opinion – which ranged from harsh criticism to staunch defense – the professionals were split in their assessment of the edgy tactic in which homeless volunteers around Austin’s South by Southwest Conference served as walking mobile “hot spots” offering 4G service in exchange for a small donation.
The survey asked the marketers to describe the program with one of four phrases and yielded the following results:
1. Despicable 3%
2. Good idea, but poorly executed 46%
3. Socially responsible and forward thinking 40%
4. Brilliant 11%
Twitter This Post
The Naked Brand
Posted by David Goldberg in Digital Marketing, Uncategorized on March 14th, 2012
“Being great is the new brand,” according to Questus founding partner Jeff Rosenblum. “It’s no longer about saying you’re great.”
His spirited keynote address used his upcoming documentary,The Naked Brand, to illustrate the best and worst across the brand landscape. Among the highlights:
- American companies spend roughly $150B annually on advertising; more than three times the amount of the next biggest spender (Japan).
- By contrast, U.S. brands rank 11th in R&D expenditures.
-The marketing revolution began with search; it shifted the balance of power to the consumer.
- The days of telling a customer what to think about your product are over.
- Technology allows us to tell real-time stories and 80% of Americans have a super computer in their pocket.
- Trust in corporations and brands is at an all-time low.
- Advertisers are still using digital to do what they’ve always done. The consumer, however, is re-shaping the experience.
- While banner ads and television advertising remain effective, 1 of 1,000 banner ads are viewed and only 1 of 9 tv spots.
- There is a glut of information. Yahoo has 256 links on its homepage. (Jeff claims to know this due to Questus’s “intern torture” program).
He closed his presentation with the documentary’s compelling close-up look at Zappos! and its total reliance on a culture of happy employees to define the brand. The film shows CEO Tony Hsieh sharing his belief that, “Brand is a lagging indicator of culture.”
A must-see for marketers, the film’s profits are being donated by the producers to Make A Wish. To learn more reach Jeff via Twitter @jrquestus.
Twitter This Post
$4.99 Footlongs?
Posted by David Goldberg in Uncategorized on March 14th, 2012
$4.99 footlongs?
According to Tony Pace, that penny represents the difference between a four-week promotion and a $4 billion brand. Subway’s Global CMO told the audience at Game Changers 2012 that the “promotion” was originally slated for just four weeks on the company’s marketing calendar.
He also shared the fact there was some internal debate regarding the traditional “99 cent pricing” and the simpler “square deal” pricing eventually chosen. He used the example of Wendy’s 99-cent menu and McDonald’s Dollar Menu to illustrate the pricing flexibility inherent in the latter when inflation eventually forces a new pricing model.
The importance of simplicity in digital communication was not lost on Pace, either. He reminded his audience that $5 saves several characters against $4.99 in tweets, txts and the like.
Whatever differences of opinion originally existed have given way to the consensus of astounding results. If it were it’s own restaurant, according to Pace, $5 footlongs would be the ninth largest chain in the world.
He also shared that Subway’s “$2 customer appreciation month” was a good lesson learned when it went viral and resulted in millions of tweets and FB shares forcing the promotion – originally slated for a month – to end in a week.
He closed his remarks by reprising P.T. Barnum’s famous bromide, “There’s a sucker born every minute”, and contrasted it by noting that you can only fool customers once. He added that Mr. Barnum likely did not have many repeat customers.
*********************************************
Jim Sabia, EVP Marketing on Crown Imports’ Corona brand, preceded Subway’s Pace to the stage.
Among many other examples, he shared the thought process around using football in retail brand activations for an imported beer without deep league or team relationships.
He also shared the brand building efforts inherent in their popular Find Your Beach and Feliz Navidad promotions.
Twitter This Post
The Year After
Posted by David Goldberg in REGGIES, Uncategorized on March 14th, 2012
Walgreen’s V.P., Pharmacy Marketing, Cindy Donohoe began 2012 with a unique challenge: What do you do the year after winning the 2011 Super REGGIE – the nation’s highest honor in integrated marketing?
For her brand’s Arm Yourself campaign, evolution is the key. She stressed the need to be innovative and leverage off the existing campaign across multiple platforms and consumer touchpoints.
Arm Yourself aimed its innovative message at mothers and caregivers and increased sales of the company’s flu shots 5X in a single year.
To view the full case study of this amazing campaign, visit www.pmalink.org and use the searchable database of last year’s REGGIE winners.
Any thoughts on who will walk off with the Super REGGIE tomorrow?
Twitter This Post
-
-
SPONSORS:
-
SUBSCRIBE:
