Traditional

The Days Of Traditional Mass Marketing Are Over

Source: http://www.businessinsider.com/frito-lay-cmo-the-days-of-traditional-mass-marketing-are-over-2012-7

times square new york

The marketing world is changing. Marketers have more channels than ever to get their message across, but not everyone out there is doing it right.

We spoke with Ann Muhkerjee, SVP and CMO of Frito-Lay North America, about where marketing is going as technology and consumers change.

I think what people want are brand experiences,” says Muhkerjee. “I think the days of traditional mass marketing are kind of over.”

Companies, especially those promoting big brands, can’t settle on launching a national ad campaign that consists of a bunch of billboards and television commercials. They have to hit many platforms, and they have to connect them.

“[Marketing] has to be a conduit into the multi-screen world that everyone’s living in,” she says. “How do you connect TV to social to mobile to apps to outdoor? How do you create a two-way conversation?”

Take pop-up stores, for example. Muhkerjee considers them a way to provide customers something to “engage and play” with. That’s why it opened a pop-up store in Times Square to promote the million-dollar Lay’s flavor creation contest.

There’s a trap that marketers may fall into though, says Muhkerjee. People are always trying to simplify things into a formula, but that’s just not possible. Every brand should have a different strategy, because every brand is unique.

How do they do this at Frito-Lay — a part of PepsiCo — a company that has a huge assortment of big-name brands?

Since Frito-Lay has the backing of a large multinational, and it can use its strengths (like global manufacturing and a big research budget) to capture local markets’ imagination fast.

“The ability to leverage the scale of our company and make it flexible,” says Muhkerjee. “Our ability to then translate that to local substance. That’s our secret. A potato chip is a potato chip globally, but the flavor, we lift and shift flavors all the time.”

NOW SEE: 16 Failed Soda Brands You’ll Never See Again >

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Friday, July 20th, 2012 news No Comments

Dramatic Declines In Usage of Traditional News Sources; Internet The Only One Growing

Source: http://www.mediapost.com/publications/article/168697/where-did-they-hear-that.html

Campaign News Sources

 

% of Consumers Who Regularly Get Campaign News From:

Source

2000

2004

2008

2012

Cable news

34%

38%

38%

36%

Local TV news

48

43

40

32

Network news

45

35

32

26

Internet

9

13

24

25

Local paper

49

31

31

20

Source: Pew Research Center, January 4-8, 2012

Read more: http://www.mediapost.com/publications/article/168697/where-did-they-hear-that.html#ixzz1nlia383u


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Wednesday, February 29th, 2012 news No Comments

What Makes Us Spend On Valentine’s Day?

Source: http://www.businessinsider.com/infographic-these-things-make-people-spend-the-most-on-valentines-day-2012-2


 J. Lo’s love may not cost a thing — but she’s probably not your Valentine.

In our latest infographic, we break down the dollars behind Valentine’s Day romance: how much are people spending on flowers, candy, greeting cards and sparkly baubles? What should you buy for your Valentine this year? And what’s going on with Virginia Beach?

Pre-order a bouquet, chill a bottle of champers and start building your candy stash. VDay is on its way.

Click image to see a larger version.

Valentine's Day

This post originally appeared at HR Block’s Block Talk Blog.

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Wednesday, February 8th, 2012 Uncategorized No Comments

Branding is still a useful activity? Reach and frequency is still a useful metric?

Source: http://community.microsoftadvertising.com/blogs/analytics/archive/2009/07/06/getting-back-to-basics-why-web-advertising-needs-traditional-media-metrics.aspx

Getting Back to Basics – Why Web Advertising Needs Traditional Media Metrics

posted Mon, Jul 06 2009

by Young Bean Song MSFT

Trying to build a brand marketing campaign without traditional target reach and Gross Rating Points (GRP) estimates is like trying to diet without the concept of calories. The analogy of dieting and advertising works on many levels.

continue reading Young Bean Song…

My response…

RE: “Patty Wakeling, an industry veteran who leads Unilever’s Global Media Insights Group, recently reminded me that in today’s retail environment, the choice between the branded versus the generic option are separated by less than an inch on the shelf. It was a sobering reminder of the power of branding, and why so many companies are willing to spend so much to build their brand equity.” But in the case of Whole Foods’ own store brand, 365, many people perceive it to be better than branded options (or at least equivalent). So they tend to choose to buy the 365 product instead. In other cases, what used to be brand equity/value is now perceived as an undesirable premium. Take another example — the rise and popularity of Trader Joe’s where 80% of the products sold are house brands. Consumers care about the product and its quality and value; consumers no longer care (as much) about the brand that is slapped on the package if the contents inside suck.

A brand used to be a mark or symbol burned onto a cow’s butt to signify what ranch it came from. And if people knew the ranch had a good reputation for raising healthy cows, they would buy the cow. The brand helped simplify the purchase decision. These days, advertisers carefully manicure “brand messages” and shout them at target consumers using various one-way channels such as TV, print, radio, and banner ads. But like Scott Cook, Intuit, said, “A brand is no longer wht we tell the consumer its – its what the consumers tell each other it is.” So branding as we know it (advertisers shouting claims at target customers) is less relevant or even unwanted entirely by modern consumers. And brand equity, which used to be a large, fungible item on the balance sheet (technically known as “good will”) may be far less valuable today. Consumers don’t just take the advertisers’ word for it; they will do their own research and buy what is actually valuable and useful.

Companies that actually develop useful and valueable products or services that consistently deliver on their promise — Apple, Drobo, Zappos, JetBlue, etc. — can even cut out their brand advertsing entirely because their brand IS their consistent delivery on the promise of value and usefulness. For example, has Apple EVER claimed they have awesome design and are easy to use? NEVER! But their products consistently deliver on those 2 attributes. So that’s how modern users would describe Apple’s brand to their friends.

A “brand” is earned over time. “Branding” is no longer a useful activity (and furthermore it is damned expensive — media costs — and ineffective — because it is the advertiser making claims that modern consumers don’t believe, assuming they saw the ad in the first place).

From AdAge — people buying private label, generics, or store brands (quality of which are pretty comparable to name brands)

Private Labels winning the battle of the brands
http://adage.com/article?article_id=134791

What do you think?

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Wednesday, July 8th, 2009 digital 3 Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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