Monthly Archives: December 2010

Friday Night Marketing News from Mediapost

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As I wrap up the year, thanks for your support, thanks for your contributions, comments and feedback and stay safe tonight.

In 2011, Collective Wisdom will continue with at least 3 updates daily, 7 days a week including holidays. I am also launching another blog focusing on Social Media. More details next week.

Click and read:

Trends
by Nina Lentini
Although we cover a dozen or so industries from automotive to electronics to retail, when it comes to attracting readers to our stories — well, we are what we eat, apparently. …Read the whole story >>
Retail
by Sarah Mahoney
When it comes to what consumers do when they go shopping, Marketing Daily readers want to know two things: Who’s spending (especially if it’s Gen Y), and how much are they spending? Here are the top 10 retail/consumer behavior stories of the year. …Read the whole story >>
Food and Beverages, Restaurants
by Karlene Lukovitz
Twenty eleven saw food/beverage and restaurant brands pulling out the innovation stops in response to economy-driven “new normal” behaviors — the former to combat private label incursion and capitalize on more at-home eating, the latter to woo consumers out of their homes at mealtimes. The common ground: CPG’s and foodservice brands alike devised highly creative ways to harness social media. …Read the whole story >>
Tourism, Travel
by Tanya Irwin
There’s no power like star power, as evidenced by the attention Marketing Daily readers paid to a story about superstar Beyoncé Knowles starring in a Super Bowl spot for Vizio. …Read the whole story >>
Electronics, Telecommunications
by Aaron Baar
If there’s a new technology or media platform that can enable marketing programs, Marketing Daily readers want to know about it, judging from the most-read stories of 2010 covering the consumer electronics and telecommunications industries. …Read the whole story >>
Automotive, Packaged Goods
by Karl Greenberg
My most-read story in 2010 was about social media. No! Wait. Really? Social media? No surprise, social was the “it” platform for marketers in 2010, and pundits have said it will be so this coming year as well, as metrics become more systematized and go deeper than mere hits and leads. …Read the whole story >>

Because Everything is your Marketing

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from Villing & Company:

Fix Your Broken Windows

Lesley Langfeldt
Lesley Langfeldt

Fix Your Broken Windows

The broken windows theory states that monitoring and maintaining urban environments in a well-ordered condition may prevent further vandalism as well as an escalation into more serious crime. In his book Tipping Point, Malcolm Gladwell writes,

“Broken Windows was the brainchild of the criminologists James Q. Wilson and George Kelling. Wilson and Kelling argued that crime is the inevitable result of disorder. If a window is broken and left unrepaired, people walking by will conclude that no one cares and no one is in charge. Soon, more windows will be broken, and the sense of anarchy will spread from the building to the street on which it faces, sending a signal that anything goes.”

Broken windows in business occur when someone doesn’t care enough to pay attention to the details. And why would anyone do business with a company that doesn’t care?

Do you have broken windows? Whether it is wallpaper that is starting to peel, a stained ceiling tile, or a receptionist who doesn’t make a customer feel welcomed, fix your broken windows. Your brand encompasses every customer touch point. If you want to create a consistent brand image in the minds of your customers, make sure every experience is as they would expect. Your customers notice more than you think.

If you would like to receive your own personal “subscription” to Villing & Company’s News & Views, click here to get free updates by e-mail or RSS. If you prefer to get updates on Facebook, visit the Villing Facebook Page and click the “Like” button next to our name.

The Right Focus

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from my email:

Sales Tip #78

Dated: 13 December,2010

It is not what the product costs, it is what it saves and earns for the buyer. Remember this when you speak with your customers.

Action Step

Cost is simply one element of the transaction. If a client can be convinced of the added value of a product – how much it can save them further down the line or what it may earn them in future – then the issue of cost fades into the background. As a salesperson you need to demonstrate to your clients how they will benefit from buying your product. Do not focus on the cost. Rather focus on what they will receive by investing in the product and how they can gain an advantage from it. Put the spotlight on the benefits and the issues of cost are far outweighed.

Click here to read this post at The Science and Art of Selling by Alen Majer.

602-100 Strachan Ave, Toronto, ON, M6K 3M6

Thursday Night Marketing News from Mediapost

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30 hours left to 2010. Spend them wisely.

Click and read:

Retail
by Sarah Mahoney
Describing it as a “makeover on steroids,” the Cincinnati-based retailer will seek nominations through its Facebook page, with finalists decided by Facebook voting. The winner will get a total reinvention from Clinton Kelly, Macy’s style expert and co-host of TLC’s “What Not to Wear.” …Read the whole story >>
Entertainment
by Tanya Irwin
“We believe that MMOs will overwhelm the video game market in 2011,” according to GamersFirst. “Gamers will have more MMOs than ever choose from, giving players a variety of games and publishers the biggest marketing challenge. Overall, there will be an MMO catering to each niche of gamer very soon.” …Read the whole story >>
Beverages
by Karlene Lukovitz
Just 13% of beer drinkers currently express a preference for domestic craft or microbrew beers, compared to 43% for domestic and 22% for imported. However, 59% say that they like to try craft/microbrew beers, and 51% say that they would try more of these if they knew more about them, Mintel found. …Read the whole story >>
Automotive
by Karl Greenberg
Kelley Blue Book has come out with its list of new nameplates that the firm thinks will develop a following next year. These aren’t redesigns, or next-generation cars and trucks bearing familiar nameplates. Rather, they are entirely new vehicles by automakers hoping to make forays into competitive territory. …Read the whole story >>

Social Tips for 2011

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from MarketingProfs.com:

Three Ways to Influence Your Influencers

“In simplest terms, businesses are no longer in complete control of their products, brands and messages,” writes Susan Gunelius at Entrepreneur.com. “End-users are now in control.” And those end-users are largely influenced by so-called prosumers—brand and product advocates who use blogs, social networks and forums to shape opinions.

“To stay competitive in this ever-changing environment,” she says, “businesses must learn how to harness these forces to their advantage.” And once you’ve identified your key influencers, Gunelius recommends that you take the following steps:

1. Join the online conversation. Find out where your advocates congregate and open a dialogue. “It takes time and persistence to get on the radar screens of prosumers,” she notes, “so be sure to consistently participate and offer information and insights that add value to the conversation.”

2. Develop relationships. You want to appear human and accessible to any customer you encounter online, but step it up for your prosumers. Send them products and ask for their opinions. Leave comments on blog posts. Send @ replies on Twitter. “Like” a status update on Facebook.

3. Avoid self-promotion or direct marketing. “If they have a relationship with you that is already built on trust and respect, and you don’t try to sell to them, but rather offer products, information and insight for their consumption,” she says, “they’re more likely to value what you give to them and share it with their own audiences, particularly if they believe your product or business can benefit their audiences.”

The Po!nt: Prosumers will talk about your product or service one way or the other—so give them the tools and incentives to deliver the message you want them to send.

Source: Entrepreneur.com.

Becoming Distinguishable

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Are you following the same formula as everyone else?

This week I signed up a new advertising partnership on one of the radio stations I work with.

He is also going to use some other media including at least one other radio station. Each form of paid media is creating their own advertisements.

I had two challenges. First of all, was to distinguish myself in a meaningful way that he would want to spend money with us.

But the second challenge is just as important, and that is to distinguish his business from his competitors.

I have a plan in place and we start January 1st.

For more on this subject, check this out from Drew:

Marketing tip #81: Do you know what they notice?

Posted: 11 Nov 2010 01:46 PM PST

Collegematerials You probably bust a hump (and a decent budget) getting your prospects to notice you.

You study the demographics and know who your target market is. You are an expert in your industry. Your product/service is exceptional. Your marketing materials are professionally produced and tested well with the focus groups.

You got all of the big things right.

And you still may have it wrong.

So often, it’s not about the big things. It’s about the details. The tiny little thing that becomes the deal breaker or the deal maker.

Let me give you an example. My daughter is a high school senior and due to a lot of hard work on her part, a very successful student. As a result, she’s being aggressively pursued by many colleges.

The mailbox is bulging every day with stunning four color brochures. She is receiving letters inviting her to bypass the regular application process and guarantees of academic scholarships of significance.

No argument — all of these things are the right things. But she isn’t noticing.

What’s she’s noticing is that one school seems to hold her in even higher esteem. Because they send handwritten notes. They take the time to attach a personal message on the drama page of their brochure because she’s a drama kid. They send postcards telling her what’s happening on campus that she might enjoy.

We toss around words like authentic and transparent. But you know what — it’s a lot easier to talk about than it is to actually do. It takes a lot of time to get the little things right. And you have to be able to sustain it.

So here’s the question — what little thing could you do that they would notice? And do you want their business badly enough to commit to doing it?

Moving Mountains

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from my email:

Daily Sales Tip: Overcoming ‘Sales Inertia’

For top closers, the biggest obstacle is often the fact that a prospect has been doing business with one supplier for so long, they don’t see any compelling need to change.

Instead of accepting the fact that prospects with entrenched suppliers are not worth the effort, the best closers do research and ask questions up front to uncover areas where the existing supplier is coming up short.

They may also focus on benefits they offer that the existing supplier cannot, and use those as a way of making the prospect at least consider a change.

Source: From Sales Presentation Techniques (That Really Work), by Stephan Schiffman

Wednesday Night Marketing News from Mediapost

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Click & read:

Food
by Karlene Lukovitz
The Special K Challenge’s fundamentals are the same, but the campaign encourages women to focus on the lasting emotional benefits of shedding extra weight — more self confidence, courage, pride in themselves, etc. — rather than fixating primarily on the numbers on their scales. …Read the whole story >>
Research
by Tanya Irwin
One-third (36%) feel just as secure and one in five (19%) now feel more secure. While this reflects the end of a troubling financial year, it also shows an improvement from what people felt last year at this time. One year ago, over half of Americans (56%) said they felt less secure about their financial situation when compared to the previous year. …Read the whole story >>
Retail
by Sarah Mahoney
When it comes to winning the hearts and minds of e-shoppers, there’s still no stopping either Amazon or Netflix: The e-commerce behemoths came in tied for the No. 1 spot in ForeSee’s 2010 Holiday E-Retail Satisfaction Index. The top position has been held by one of the two e-retailers since the Ann Arbor, Mich.-based research company launched the index six years ago. …Read the whole story >>
Retail
by Fern Siegel
Sears may have a new slogan: “Where America Shops … for movie and TV downloads.” The retailer, which also owns Kmart, has launched Alphaline Entertainment, an online movie service that lets users download TV shows and new movies on the same day they are released on DVD and Blu-ray Disc. …Read the whole story >>
Telecom
by Mark Walsh
The new “Ratings” tab on AT&T’s Facebook page essentially imports the five-star-scale ratings and reviews posted on the carrier’s main Web site. Users can see recent reviews posted directly on Facebook or the brand site, along with those for featured, highest-rated and popular phones or other wireless gear sold by AT&T. …Read the whole story >>

Social Media Users

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I’m not a big Facebook fan.

But I’m on it, because of it’s popularity.

And there is a pretty cool feature that I use to stay in touch with my Facebook Friends, the birthday reminders. I send greetings nearly everyday. It’s one of those touch points that helps us to develop and continue building relationships.

Next month, I will be doing a session on Personal Branding at a local University and that will include telling my own story which is due to various forms of Social Media I use.

Today, I have a report from MediaAudit.com on what’s going on now and the year ahead:

A Perfect Storm: Social Media Reaches Important Life Stages

The Media Audit FYI
December, 2010

A preliminary analysis of The Media Audit’s soon-to-be released 2010 National Report reveals for the first time how social media websites such as Facebook, Twitter, and MySpace have reached critical mass with consumers who are in important life stages. The study, conducted among more than 65,000 consumers across the U.S., reveals that consumers, especially those who are younger and single, or who have young children living at home are visiting Facebook, Twitter, and MySpace at a higher rate when compared to the general population.

The significance of these findings lies in the fact that consumers who are single tend to have a higher disposable income while those who are married with young children are entering the “age of acquisition” in which they are consuming large ticket items such as automobiles, furniture and real estate for the first time. As a result, these audiences represent significant buying power and validate the lure that more and more advertisers are beginning to have with these social sites.

According to the national study, 51.3% of U.S. adults surveyed across The Media Audit’s 80 measured markets have visited Facebook, Twitter, or MySpace in the last month. The figure represents more than 71 million adults who are 18 or over. However, among adults who are single, under 35 years old, and with no children, 80.6% have visited these sites. As a result, those consumers in this group are 57% more likely than the general population to visit Facebook, MySpace, or Twitter in a typical month.

The same report reveals that adults under the age of 35 years who are single and have no children have extremely active lifestyles and exhibit upscale shopping behavior, likely the result of not having children, and thus higher disposable income. Furthermore, these consumers are less likely to own a home, thus freeing up more income.

According to the study, adults who are single, under 35 years with no children are 60% more likely to visit bars or night clubs, 51% more likely to frequently attend college or professional sports events and 48% more likely to frequently visit a movie theatre. Furthermore, this group is 25% more likely than the general population to shop at upscale Neiman Marcus and 20% more likely to shop at Nordstrom. Not only is this audience attractive to advertisers, but it is also elusive. According to the same study, adults who are under 35, with no children and single are 47% more likely to be heavy internet users, however they are 12% less likely to be heavily exposed to outdoor billboards, 52% less likely to be heavily exposed to a newspaper, and 13% less likely to be heavily exposed to TV.

Among those adults who have children under the age of six years old, 71% visit Facebook, MySpace, or Twitter in a typical month, a figure that is 38% higher when compared to the general population. Furthermore, households with children under the age of six visit these social websites at a higher rate when compared to households with children older than six years old.

The same national study reveals that households with children under the age of six are more likely to be in the market for new cars, real estate, and household accessories such as new furniture, electronics, and appliances. According to the study, consumers with young children under the age of six are 15% more likely than the general population to be in the market for a new vehicle in the next 12 months, while the same group is 37% more likely to be shopping for new video equipment such as a camera, VCR or DVD player. Additionally, households with young children under the age of six are 69% more likely to be planning to buy a home in the next two years and 11% more likely to be planning a home remodeling project.

Data for this report is preliminary and was obtained from surveys conducted between January and October of 2010 among more than 65,000 respondents. The Media Audit’s 2010 National Report will be released this spring after all interviews are concluded for its 80 measured markets. The Media Audit local and national reports represent the most comprehensive and up-to-date analysis of today’s constantly changing media and consumer trends.

For more information on this report, or to obtain data on a local market, contact The Media Audit.

65 is only 50?

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I see a curious turn of events that I wasn’t paying attention to 9 years ago. The age of “getting old” seems to be older than I thought it would be.

A couple of factors shaped my thinking:

1) Family History. I only had one grandparent alive when I was born. My Grandmother who was healthy until the last year of her life when she was diagnosed of the cancer that she died from in her late 60’s. Then my own Dad passed away a few months after he turned 67. Three years later, my Mom died at age 68. I was only 42. I thought this was the norm until people told me that my parents died early.

2) Last year when I turned 50, I decided that I still had at least another 25 good productive years ahead and have decided that I’ll live into my 80’s or longer. I have an Aunt and Uncle in their 90’s so it is not impossible.

Take a look at this report from Mediapost:

The Rush To Age 65 Begins
On Saturday, the first Boomers turn 65. The stories, articles, news features and research reports celebrating this milestone are reaching their dizzying peak, chronicling this tremendous transformative event.

Really.

As in the way kids say it today: “Real-ly, I mean real-ly?”

Boomers turning 65 is a big deal, but just not to Boomers themselves. Here is the real news: Boomers see 65 as just another birthday.

How do we know?

We asked them. Specially, we asked those about to turn age 65 about the big event. In our national survey, only one in four said it was a “big deal.” Over half said it was most certainly “not a big deal.” Sure, they said, now we’ll qualify for Medicare and that will help with medical expenses. But, it simply isn’t that big a deal anymore.

You wouldn’t know it from two studies released last week, the timing of which was designed to tap into the monumental event. Pew Research Center published “Boomers Approach 65 — Glumly,” and AARP went with “Approaching 65: A Survey of Boomers Turning 65 Years Old.” Other than using the same verb, the two reports are on polar ends when it comes to assessing Boomer attitudes.

Pew compares Boomers of all ages to other generations and finds them “more downbeat than other age groups about the trajectory of their own lives and about the direction of the nation as a whole.”

Pew does admit that “some of this pessimism is related to life cycle — for most people, middle age is the most demanding and stressful time of life.” But mostly it implies that the funkitude is something innate in the Boomer generation. Yet, the data it reports show Boomers were the most impacted by the Great Recession, are dealing with delaying retirement to fund said retirement, and find themselves forever stuck in middle age, with adults kids at home and aging parents requiring caregiving. It is no wonder Boomers are glum.

AARP’s findings are much more optimistic. They sum it up by telling us that this “first wave of the Boomer generation [is] generally satisfied with their lives and optimistic about the next third of life.” (We’re guessing they weren’t surveyed by Pew.)

Who is Right?

In truth, both studies and conclusions about Boomers are right — which, in itself, is today’s lesson. Be careful with research.

Pew’s study is perhaps the most interesting for marketers because it compares Boomer attitudes with other generations’. However, as Pew points out, there are life stage and age factors that play a role in attitudes. A Boomer at 56 (the median age of the generation in 2011) has a different worldview and perspective than a 36 year old or a 26 year old, no matter the generational cohort.

AARP focuses only on Boomers, and only those 4% set to reach age 65 in 2011. Those vanguard Boomers are not all Boomers, so their attitudes must be taken for what they are — their attitudes.

The point is that, with a generation some 76 million large, there are countless variations. You can’t sum up generational attitudes in a word or a phrase. There are tens of millions of very happy and satisfied Boomers of all ages, and there are some soon-to-be-65 Boomers who are depressed and, well, glum.

The only thing we can tell you with certainty is that Boomers are not old. Follow the logic: the median age is 56 and, according to Pew, the typical Boomer feels nine years younger (so age 47) and thinks “old age” starts at age 72 — some 25 years in the future!

Let’s do stories on Boomers reaching old age then, in December 2036.


Boomer Project founder/president Matt Thornhill is an authority on marketing to today’s Boomer Consumer. He has appeared on NBC, CBS and CNBC, in “BusinessWeek,” “Time,” “Newsweek” and “The New York Times” and countless others. Matt is also the co-author of the business book “Boomer Consumer.” Boomer Project is a marketing research and consulting firm and has done work for Johnson & Johnson, Lincoln Financial, Samsung, Hershey’s Foods and Home Instead Senior Care. Reach him here.