all-in-one-seo-pack domain was triggered too early. This is usually an indicator for some code in the plugin or theme running too early. Translations should be loaded at the init action or later. Please see Debugging in WordPress for more information. (This message was added in version 6.7.0.) in /home3/twoguyzo/public_html/wp-includes/functions.php on line 6114ocean domain was triggered too early. This is usually an indicator for some code in the plugin or theme running too early. Translations should be loaded at the init action or later. Please see Debugging in WordPress for more information. (This message was added in version 6.7.0.) in /home3/twoguyzo/public_html/wp-includes/functions.php on line 6114In Super Bowl LII TV viewers saw Doritos chips and Avocados From Mexico as two of the advertisers. Makes sense since most football parties have both.
Each advertiser paid $5+ million per spot to advertise in the Super Bowl. And those spots are designed to make watering mouths in the 103 million estimated viewers of this year’s game. As media planners, we would calculate that to be a CPM of about $45. In our classes we teach that that means Doritos and Avocados From Mexico paid about $45 to reach every 1000 viewers.
CNBC has reported that Avocados From Mexico was one of the most talked spots after the Superbowl on social media. Time will tell if that translates into more avocado sales.
What about Doritios? They had the 4th highest rated ad, according to USA Today Ad Meter.
Just how big is Doritos? How much sales do Doritos represent to parent company PepsiCo? Doritos was the top ranked tostada chip brand of the United States with about $1.48 billion, in 2017. That’s a lot of chips.
So here’s an interesting take on some PR announced by PepsiCo. It’s about chips.
This week PepsiCo with its snacks Doritos, Cheetos and Lays chips may be announcing snacks aimed at women. An important characteristic under demographics.
Their research says that women prefer chips that “don’t make too much noise” when eaten or don’t leave their fingers sticky. Is that really an important differential?
As we are writing this post, Doritos chips are making a lot of noise…on the Internet! Seems social media is NOT in support, and think it’s in bad taste…figuratively, that is. The New York Times is watching this closely.
It does bring up the topic of segmentation, though. The 2 Guyz On Marketing teach and present five ways to segment a market. Segmentation is the breaking a market of varied potential purchasers into subgroups of specific purchasers with similar needs, desired product benefits and purchase behaviors. We teach demographics, geographics, psychographics, behavior characteristics and technographics.
Segmentation:
Breaking a market of varied potential purchasers into subgroups of specific purchasers with similar needs, desired product benefits and purchase behaviors.
Demographic Segmentation:
Age, sex, family size, family life cycle, gender, income, occupation, education, religion, race, generation, nationality, social class (is also sometimes put under psychographics.)
Geographic Segmentation:
By region, city, metro size, density, climate; plus by countries and territories.
Psychological Segmentation:
Social class–Lower lowers to Upper uppers. Social class is also under demographics.
Lifestyle— achievers, strivers, and strugglers
Personality— Compulsive, gregarious, authoritarian, and ambitious
Lifestyles/Attitudes/Interests and Opinions
Behavioral Segmentation:
Occasions (regular occasions, special occasions, holidays, vacations). Orange juice for breakfast, Mother’s Day, Father’s Day.
Benefits (quality, service, economy, convenience, speed—Quality, Time, Money)
User status (nonuser, ex-user, potential user, first-time user, regular user)
Usage rate (light, medium, heavy user)
Loyalty status (none, medium, strong, absolute)
Readiness attitude toward product (aware, interest, desire, intending to buy),
Attitude toward product (enthusiastic, positive, indifferent, negative, hostile[1]).
Technographical Segmentation
Another way to segment has been added to marketing’s segmentation, targeting and positioning. It is called “Technographics.” In our research, we have studied what technologies different segments or groups of people use and how they use them. What are your “people” using?
We’ll see what they will be launching in the near future, obviously after huge sales of chips for those parties last weekend.
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A TV spot comes on, with a Santa whacking a clever on some products. I notices, though not so much as to catch the gist of it…until the end. An elf enters the workshop, delivers a line, and Santa, mistaking something, exclaims, “Sh*t,” yes, that word.
Wait, what? Santa swearing? Really? It’s Christmas and holiday time. Double, “Really.”
I almost didn’t believe my eyes, or ears, but a quick HDR rewind, and yup, that’s what I saw and heard. I even asked the wife in to watch it to make sure what I thought was the S-bomb, was, in fact, an S-Bomb. In a GameStop® commercial.
See for yourself. https://www.ispot.tv/ad/wE7m/gamestop-game-days-sale-half
This is an interesting topic for the 2 Guyz On Marketing for a few reasons. First, cuss words in the classroom. Cuss words in advertising? Next, cuss words on television. And finally, are cuss words smart marketing and promotion?
On the first point. As long as we have been in marketing (30+ years), there has been an unwritten rule: no swearing. Come close, tap dance on the edge, sure, but don’t cross the line. Sex and innuendo, sure. But swearing? Nope. It does happen all the time in making spots and advertising, not in them.
On the second point. Television is considered to be “public airwaves.” The FCC does prohibit obscene, indecent, and profane language and material. The problem arises when you try to define what is obscene, indecent, and profane.
Back in 1972, George Carlin gave us his classic “7 Words You Can Never Say On Television”. https://www.youtube.com/watch?v=kyBH5oNQOS0 If you have not seen it, it is arguably one of the best comedy routines of all time. But the concept stuck, and those seven words are not uttered on broadcast television.
Those terms, obscene, indecent, and profane (profanity), are hard to define. Even the U.S. Supreme Court has had trouble with it. So it comes down to interpretation, and community standards.
Pay TV is different. HBO, Showtime, and the like, it’s no problem. Even cable networks get away with a lot.
It’s common practice on Howard Stern’s show.
But thanks again to the Internet, porn, cussing, violence, and the like are just a click away. And language in the country has definitely turned, well, rougher, in the past 20 years.
We did a brief poll, and found that the average millennial doesn’t care too much about cussing and swearing. And while not a statistically significant sample, those he spoke to said it’s a non-issue.
Baby boomers? Split. Some didn’t like it. Some didn’t care.
As a writer, Brian uses colorful language, but rarely, and only for emphasis and effect. He’s been known to tell students, “A well placed f-bomb can be a powerful thing!”
2 Guy Londre does not allow it in the classroom. “It’s not appropriate.”
But the last issue is the one we are concerned with. Marketing. Is cussing, swearing, and profanity good for marketing and in advertising?
Our answer is, probably not, at least most of the time. The 2 Guyz don’t feel they should be used in Christmas spots. Oh, holiday spots.
Most often it can be “borrowed interest.” This is the concept of taking something else other than the product to get interest. Think pop song jingles, girls in bathing suits, or gratuitous puppies and kittens. Sure, they all get attention, buy does it ultimately connect with the product and brand being advertised? Usually not.
Also, we have to look at the context. Santa is bashing the products in the commercial, literally hacking them into pieces. Not the best marketing imagery. Seems kind of dumb smashing the products you are selling. Not replacing them.
One counterpoint is the target audience. The 18-34 male is a prime prospect for gaming products. And chances are, 99.99% of them have heard, used, and are pretty immune to language. But what about the little brothers and sisters watching? Or grandma who is visiting for the holidays.
In the case of the 2 Guys On Marketing, we’re less concerned with being the language police. That’s for others. Instead, we’re looking out for the interest of marketers. Making the cash register ring.
2 Guyz Brian’s test for this is, did the use of the device, in this word language, propel the viewer closer to purchasing. And in this case, we think there was, possibly or probably, a better holiday commercial script that got passed over for this one.
One additional thought: Since the use of cuss words are more pervasive in public conversation how soon will one appear in the Super Bowl. Not on the field, but in a TV spot. We hope not soon.
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Cinemark, the third-largest movie theater chain, has a marketing partnership with the AAA (aka the Auto Club). The AAA promotes that they have movie tickets discounted for Cinemark.
As an AAA member, you can purchase tickets for $8.49. Not sure you knew that. Sounds like a pretty good deal, right? Discount programs and sales promotion fall are part of “Price” and “Promotion,” under the 9P’s of Marketing.
Today, Cinemark said customers of “Movie Club” pay a monthly fee of $8.99 for movies. But wait there’s more. It’s only one movie a month. Really? The Movie Club members will receive a credit for only one movie ticket a month. To be fair, these subscribers can also buy additional tickets for $8.99 each. Seems to the 2 Guyz that the program doesn’t amount to much.
In a major city like Los Angeles or New York, average ticket prices are twice that much. But nationwide, ticket prices average less than $9, so again, where is the benefit.
Discounting and sales promotions are usually designed to be short term sales boosts to get people to try something or possibly switch brands. There is a downside, though, in that people can get “hooked” on it. J.C. Penny tried to eliminate their coupon discounts a few years ago, only to find sales drop dramatically.
So as movie fans, when we heard Cinemark announce their $8.99 movie promotion, “Movie Club,” we had to look more closely. And we also found it odd that it limits only one ticket a month. Cinemark sells tickets to Auto Club for $8.49. That’s a better “movie” deal.
]]>As a quick example, Domino’s differentiated itself and its pizza from all of the pizza companies by first promising to deliver in under 30-minutes.
In sophisticated Marketing there are more than the four P’s of Marketing. The 2 Guyz on Marketing teach and consult that “Product” and Services are vitally important to the success of a firm’s overall marketing efforts, objectives, strategies and tactics. The element “Product” is under both the 4P’s and 9P’s of Marketing.
Product is the goods and service combination the firm offers to the target market, including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies. “Product” may include packaging, as a subset of the total offering. Brand managers use packaging as a badge, enhancing the product’s value. In 2008, McDonald’s scrapped and changed its package design across 118 countries, 56 languages. Packaging can increase the perceptions about the quality of the product.
The 2 Guyz On Marketing use the nine P’s of Marketing which contain several valuable concepts, elements, terms and useful definitions to help explain, find problems and aid in the understanding of Marketing and related activities, including Marketing objectives, strategies and tactics.
Can your customers, clients or users tell the difference between your product and services versus your competition?
Let’s look more closely at “Product,” one of the nine elements or components:
Have you ever thought how you asked a question to a consumer who has purchased your product? The right words, questions and/or phrasing can make a big difference, especially for new products. The question should be about getting valuable product feedback.
Much more strategic thinking from the 2 Guyz On Marketing.
Your success may be dependent on a great product but there is so much more, with great targeting or your “People” in the marketplace, at the right partnerships and strategic alliances.
For more Marketing insights, ideas, concepts and Marketing solutions: Go to Londremarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s or Nine P’s/9P’s of Marketing.
*Created by Larry Steven Londre. Copyright 2007.
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Well, as public servants, The 2 Guyz have special information on a new product which will only be available until through Halloween. This special information should be of particular interest to, well, zombies and the Walking Dead.
A business and marketing concept, new product development, or NPD (under “product” in the 9P’s of marketing), covers the complete process of bringing a new product or service to the market place. Earlier today, Starbucks introduced their Zombie Frappuccino, available for a limited time. They picked Halloween in US and Canada. The Zombie Frappuccino combines pink whipped crème, the flavors of apple and caramel-flavored Frappuccino crème, plus red mocha drizzle or dribble. The company described the color of the drink as “ghastly green.” New product development is described in our marketing classes as the transformation of a market opportunity into a product available for sale.
The Price (another of the 9 P’s)? This Zombie Frappuccino (12 oz.) will be $4.75-$4.95, depending on the market or “Place.” Starbucks has previously introduced their All Hallows’ Eve, Franken Frappuccino and Frappula Frappuccino.
2 Guyz Brian is low carb, and even though he loves coffee, he’s leaving this one to 2 Guyz Larry to taste test.
How successful with the drink be? Not sure, but from the standpoint of Promotion, they’ve already got us talking about it!
But just as marketing doesn’t stand still, neither does the framework. After decades of working in, consulting in, and teach marketing, our own Larry Steven Londre developed his own 9 P’s of Marketing. Others have tried to make gimmicky “P’s” of varying amounts, but as 2 Guyz Brian Hemsworth says, “Londre’s 9 P’s is the best model for teaching and understanding today’s marketing environment.”
This begins a very special 9-part series from Larry where we look at each of the 9 P’s of Marketing. This is highly recommended reading for marketing students, entrepreneurs, company presidents and CEOs, and yes, even marketing professionals.
The nine P’s of Marketing contain several valuable concepts, elements, terms and useful definitions to help explain, find problems and aid in the understanding of Marketing and related activities, including Marketing objectives, strategies and tactics.
Can your customers, clients or users tell the difference between you and your competition? The Nine P’s/9P’s of Marketing can be used successfully by product companies, service firms, for profits entities and nonprofits “selling” directly or indirectly to consumers (B2C), to marketing intermediaries (such as industrial, consumer, retail, wholesale and professional channels of distribution), and to other businesses (B2B).
The 9 P’s include:
Let’s start at the beginning with “planning,” one of the nine elements or components:
To develop and transform marketing objectives to marketing strategies to tactics, marketing management must make basic decisions on marketing targets “People”), marketing mix, marketing budgets/expenditures and marketing allocations. It’s dividing the total marketing budget among the various tools in the marketing mix and for the various products, channels, promotion, media and sales areas.
Using research applies to each component and part in the nine/9P’s of Marketing.
It’s good to note that Albert Einstein said: “Not everything that counts can be counted, and not everything that can be counted counts.”
Planning includes observing what to do and what not to do in the marketplace. It includes research and developing a vision for each of the remaining nine P’s.
Critical thinking thoughts from the 2 Guyz on Marketing are based on a quote by Leonardo da Vinci: “Principles for the development of a complete mind: Study the science of art. Study the art of science. Develop your senses, especially learn how to see. Realize that everything connects to everything else.”
[1] https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx
For more Marketing insights, ideas, concepts and Marketing solutions: Go to Londremarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s or Nine P’s/9P’s of Marketing.
*Created by Larry Steven Londre. Copyright 2007.
]]>Last month Larry went to a presentation on the “Death of Retail,” at the UCLA Economic Forecast. He mentioned to his table that the bet for over/under on the mentions of “Amazon” would be 99.
He wasn’t far off.
Amazon is influencing everything. Plenty of mentions on the mega-shopping site, Amazon instead of retail and malls. So what’s new in advertising and promotion? It’s on Amazon.
Just look at this recent piece from thestreet.com about brands teens are beginning to hate, but the article IN THE TITLE says “Amazon isn’t one of them”.
Retailers are looking for more presentation and a better display of their product, whether in store on online. The question is, how do you do that online?
Well, for $500K Amazon will allow brands to enhance their product pages on Amazon. The pages will include a “from the manufacturer” section with a dynamic and dominant presentation.
Londre has his nine P’s and one of those P’s is “presentation.” Here’s a great example which blends “Product,” Promotion” and “Presentation.” a more dynamic presentation. These pages will include wide-screen videos and interactive, multimedia displays. They are called “premium” pages, and the $500K is per brand per year.
It’s a virtual shelf space to encourage clicks and buys.
This is arguably the newest type of virtual slotting fee!
]]>The 2 Guyz are all over this. The advertising budget in question isn’t that large at all. At $100K it’s 2% of one Super Bowl spot.
Let’s look at the elements:
The 2 Guyz on Marketing know and teach that Facebook, the world’s largest social network, is in the process of giving the Russia-linked ads to special counsel, Robert Mueller and to Congress. Facebook stated that they would provide copies of the ads, plus to whom the ads were targeted. The 2 Guyz believe that is the most important part. Facebook will include ad cost data. Again the budget and media spending wasn’t hat much.
Under media planning and execution, these Facebook ads have reach. With $100K the ads would not have much frequency unless it was a very small target. Three thousand ads seem like a lot, but the budget is small. Where (geographic segmentation under “People,” in the 9P’s of marketing) will be important.
We want to know where and to whom they targeted the ads, which will help in the analysis!
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Using the nine P’s of Marketing, we put this under dumb “Presentation” and dumb Promotion“ by Sherwin Williams, the paint company.
Sherwin Williams won’t be paying $1 million. Why?
Sponsored by Sherwin Williams, the paint company, has a big paint can promoting itself at Angel Stadium. The can is behind the left-center-field wall at the stadium.
The copy reads, “Angels home run in the can $1,000,000.” If a home run is hit in it, they pay the Angel Baseball Foundation charity $1 million.
Yesterday Justin Upton of the Angels hit a home run.
Sherwin Williams won’t pay off. Why? The home run didn’t land in the can but bounced in. Really?
They may have had fans, customers, store managers, but they also had TV and radio. Plus all of the social media today.
What is this “P” or “Presentation?” It is the act of presenting any of the different 9P’s© and/or components to your customers, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, partners, and/or others.
We find that this example can fall under Presentation, Partners and Promotion.
Just dumb, under many of the nine P’s of Marketing. Totally lost sight of the goal: building good brand awareness and brand association. Net result: the exact opposite.
Right now, $1 million to the charity is a lot cheaper than the damage bad PR and presentation is doing to the brand.
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To watch the video, click on the video above!
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