Monday Night #Marketing News from Mediapost

Click & read:

Restaurants
by Karlene Lukovitz
“The restaurant industry grew 2.1%, to $403.5 billion, last year, but if restaurant-goers reduce how much they spend when they eat out, or only spend as much as they did last year, restaurants could have a slow recovery ahead of them,” observes Mintel director of foodservice research Eric Giandelone. …Read the whole story >>
Retail
by Sarah Mahoney
“Since retailers bear the cost, it’s fair to ask for a price of 10% less than what Web retailers pay,” Rafi Mohammed tells Marketing Daily. I just think it’s time for manufacturers to compensate physical retailers for the value they bring to the sales proposition.” He adds that his proposition is driven by the success of mobile. …Read the whole story >>
Financial Services
by Tanya Irwin
The social media initiative provides fans a new way to engage with each other and discuss Super Bowl XLV. “Go Inside Super Bowl XLV with Visa,” collects tweets about Super Bowl XLV from a variety of sources at www.nfl.com/visa. Visa also launched its own Twitter feed (@VisaNFL) that will provide fans with insights, updates and discount offers leading up to Super Bowl XLV. …Read the whole story >>
Sports
by Karl Greenberg
Sports are a good way to reach affluent consumers, according to Nielsen’s review of 2010 professional sports popularity and marketing activity. It is also a good way to reach mobile-media mavens. The firm found that visits to pro-sports sites by mobile Internet users was up 38% last year versus 2009 and that 84% of iPhone app downloaders have downloaded at least one free sports app. …Read the whole story >>
Food
by Karlene Lukovitz
The eight-week series of live blogging classes and discussions will be hosted on TheMotherhood.com, which connects brands (including Tropicana, American Eagle, Verizon, Clorox and Marriott, as well as ConAgra) with mothers through platforms such as live weekly “talks” co-hosted by mom bloggers. …Read the whole story >>
Sports
by Karl Greenberg
The NBA has launched its first major, integrated campaign aimed at marketing the National Basketball League to kids. The effort, which is being executed via a deal with Cartoon Network and youth-marketing agency The Geppetto Group is called “Hoop Troop.” …Read the whole story >>
Restaurants
by Karlene Lukovitz
Taco Bell isn’t sitting still in the face of the class-action suit filed against the chain, alleging that the chain is falsely advertising ground beef when its fillings contain less than 35% beef. In addition to considering a countersuit, the QSR has launched a campaign in major newspapers with the bold headline: “Thank you for suing us. Here’s the truth about our seasoned beef.” …Read the whole story >>
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Smart Phone Revolution

I’ve been meaning to create a Droid app for my sites…. Here’s why.

From Drew:

Marketing tip #4: Better pay attention to mobile

by Drew McLellan

About 12 months ago, people thought I was crazy for launching the Drew McLellan app for both the iPhone and the Droid (download it for free by clicking on the link in the sidebar) but I was just jumping on a trend’s tsunami of a wave — all to get my ideas and recommendations out to you.

If you prefer to access information with your smart phone, I want to be there too. It’s that simple. Is your company thinking along the same lines?

The trend’s wave, if anything, is getting larger. The usage numbers are staggering and I think we’re at the tip of the iceberg here. Watch this short video and imagine the numbers in 2 or 5 years. (e-mail subscribers, click here to view the video

If you haven’t asked yourself and your team these questions — you’d better get to it:

  1. How are we going to reach our customers, prospects and/or employees via mobile?
  2. How quickly can we get started?
  3. Are our competitors already using mobile? How far behind are we?
  4. If we’d be first — how far ahead would we be?

Experts predict that by 2020, most of us will be using our mobile device as our primary tool for accessing the web.

Will you be on board with mobile by then?

Breaking the Business Cycles

Here’s the latest from the Not-So-Secret Writings of ScLoHo. Tomorrow a new chapter will be available when you click here.

In my radio station life, we have ups and downs that are predictable, as far as advertising revenue is concerned.

Most businesses have cycles that are predictable but what it the reason for those ups and downs?

Is the pattern breakable?

Is it worth trying?

Granted, some businesses like the slow months, that’s when they take 3 day weekends, or vacations, but what if you could increase the revenue during those slow times?

Restaurants are typically slower on Monday and Tuesday and pick up as they get closer to the weekends and paydays. Is there something different you can create that your customers and clients will pay you for during the slow times?

By the way, I believe the reason that advertising sales is slower in the 1st quarter is due to the activities of the advertising sales people, not the businesses we serve. We are often so busy in October and November taking care of the December rush, that our prospecting falls off and we start the new year from scratch.

This year for me is different than 2010. Yes there was a drop in January, but it only took 3 weeks instead of 9 to be back up to speed.

Your thoughts are always welcome..

Details make the difference

from my email:

Daily Sales Tip: Influence, Don t Just Inform

One of the biggest hindrances to selling success is being informative rather than persuasive. Information overwhelms us. Your role as a salesperson is to make the available information actionable for your buyers. To do that, you ll need to use all Five Prongs of Persuasion :

1. Word Choice: Positive, specific, precise words.
2. Rhetoric: Powerful phrasing and graceful grammar that pack a powerful punch on a buyer s memory.
3. Emotion: Feelings of pleasure, fear, safety, discomfort, pride, acceptance, rejection or prestige.
4. Logic: Reasoning and conclusions drawn from facts, information, opinions or ideas.
5. Trustworthiness: Trust in the principles, values and integrity of an individual or organization.
To persuade, you need to know and use the best words, to establish your own and your organization s credibility, and to identify the best strategies with each buyer — whether that be primarily an appeal to emotion or an appeal to logic or a combination of both.

Source: Dianna Booher, CEO, Booher Consultants

Sometimes, you use your gut


My Sunday Seth:

A culture of testing

Netflix tests everything. They’re very proud that they A/B test interactions, offerings, pricing, everything. It’s almost enough to get you to believe that rigorous testing is the key to success.

Except they didn’t test the model of renting DVDs by mail for a monthly fee.

And they didn’t test the model of having an innovative corporate culture.

And they didn’t test the idea of betting the company on a switch to online delivery.

The three biggest assets of the company weren’t tested, because they couldn’t be.

Sure, go ahead and test what’s testable. But the real victories come when you have the guts to launch the untestable.

Loyal as an 11 year old


Can you honestly remember what your loyalties were back when you were 11?

If you are only 13, you’re disqualified to play.

Without looking at old picture albums and checking the dates, I have no idea.

Today’s Tweens are not that much different.

Here’s some marketing insight from Mediapost:

Lessons From Justice, Lego, And ‘Diary Of A Wimpy Kid’

For a brand to be successful in the tween market, it must understand three essentials needs of that consumer: aspiration, security, and acceptance. The combination of these three doesn’t equal success 100% of the time, but these are all important elements.

Tweens are aspirational. Tween girls want to be teen girls. That will never change. They want to dress like their favorite Disney and Nickelodeon stars. Stores like Justice offer skinny jeans, UGG-style boots, and graphic tees. The stores even offer cosmetics and spa products! It’s the very definition of tween aspiration.

It’s also important for tweens to shop in a comfortable environment. Justice offers tweens that security. They know that there will be no embarrassing moments shopping amongst their teen counterparts. And more importantly, there are no tween boys. It’s important to understand that even though tweens aspire to be older, psychologically they are more like children than they are teenagers. They still need and want their mom to play a major role not only in their buying decisions, but also in their lives. In a recent Buzz Marketing Group survey, Mom ranked #1 as a confidant over teachers and friends.

Tweens also need to feel accepted. If a tween girl is going to try out a “punk” look, it’s more likely that her group of friends (or her tribe) will also be trying out this look. Tween girls are figuring out who they are and what they want to be. They’re still not sure of themselves. They are experiencing new things everyday and have yet to totally define who they are. Tweens will not try a brand that has not yet been vetted for the cool factor. Even a Queen Bee tween is most likely sporting well-known brands. It’s just not a risk they’re willing to take.

While tween girls identify themselves based on their retail choices, tween boys are not shoppers. Where will you find a tween boy? The obvious answer is playing with his video games. They may have abandoned the Legos they played with as boys for Lego Star Wars, the action video game that, according to Wired magazine, has sold over 6.7 million copies. So we know that boys like the action and escapism offered in video games, but what else do they like?

Books. That’s right, tween boys are big readers. And no series is more popular with tween boys than Jeff Kinney’s Diary of a Wimpy Kid. This series offers every element I mentioned earlier as being important to tweens: aspiration, security, and acceptance. In some ways, they can relate to the main character in the series, Greg Heffley. Even though he may be a little nerdy, he’s aspirational. He’s a nerd who wins. There is security in the reading experience. It’s something that tween boys own. It can also be as private or as public as they like. And Diary of a Wimpy Kid is cool with other tween boys and girls, having sold millions of copies.

But here’s one final caveat: tweens are not brand loyal. One example of their lack of loyalty is the transition of all of the Limited Too stores to Justice. Same products, different name, same tween customer. Tweens weren’t loyal to the Limited Too brand at all. Justice may have been a different brand name, but it offered the same aspiration, security, and acceptance.

Marketers are going to have to work that much harder post-Recession to attract consumers, and tweens are no different.

Tina Wells is founder/CEO of Buzz Marketing Group, a youth marketing agency specializing in research, events, and promotions. She is the author of “Chasing Youth Culture And Getting It Right,” which will be published by Wiley in April 2011.

Ask, then Send

We call it Seeding.

from my email:

Daily Sales Tip: Sending Business Articles

Ask for permission to send business articles that apply to the prospect’s problem. Doing that is as simple as this: “I’m constantly staying on top of industry trends and issues. If, between now and the time I am to follow up, I find an article or an idea that might make sense for you, would you be open to receiving that?”

Securing permission to send articles and ideas gives you permission to “market.” Giving them something they can use and giving them something of value instead of “just checking in” sets you apart from everyone else.

Source: Sales trainer/consultant Ryan Sarti