Archive for the ‘Marketing Plan’ Category

Expo center loses events; county hopes new marketing plan will draw more attention

Wednesday, October 12th, 2011

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Dr Pepper Ten: "No women allowed" at heart of marketing campaign

Wednesday, October 12th, 2011

A new, lower calorie Dr. Pepper soft drink hit the market Monday, and the new drink’s entire marketing plan campaign is designed to make it a more masculine choice. It does so, in part, by proclaiming proudly “it’s not for women.”

Dr. Pepper Snapple Group, which owns the brand, says its research found men shy away from diet drinks because they are not “manly” enough.

The company says its research also found men were not satisfied with the taste and image of diet drinks. The company won’t reveal the formula, but says Dr Pepper Ten has some sugar, about ten calories and two grams of sugar to give it a sweeter taste. The regular Dr Pepper has 27 grams of sugar and 150 calories.

Dave Fleming, director of marketing plan for Dr. Pepper, said in a news release provided to Marketwatch, “Men told us that they wanted a low-calorie option with the full flavor of regular Dr Pepper — and that’s exactly what we’re delivering with Dr Pepper TEN. I’d say these are the 10 hardest-working calories in the beverage business.”

The idea of marketing plan a low calorie or diet soda to men isn’t new. Pepsi Max and Coke Zero have done so previously, but neither was as aggressive or obvious in telling customers this product is for men.

The macho marketing plan plan includes a masculine packaging for the cans and bottles, and a series of TV ads telling women they’re not welcome. Here’s what the Associated Press says one TV spot contains: “Hey ladies. Enjoying the film? Of course not. Because this is our movie and this is our soda,” a man says as he attempts to pour the soda into a glass during a bumpy ATV ride. “You can keep the romantic comedies and lady drinks. We’re good.”

The marketing plan campaign includes a Facebook App that allows users to exclude women, and includes videos and games to help you be more “manly.” There’s also a game that lets you shoot things like lipstick and high heels.

Facebook users were quick to react, posting their thought’s on Dr Pepper Ten’s Facebook page.

Milo Koi wrote,”Seriously hate your latest ad. I won’t be buying your soda until you apologize for it.”

Jae Evgenia Hoyt posted, “Dr. Pepper: Incorporating misogyny into your advertisements is a poor move. Way to go! You have just alienated a huge amount of your customers.”

Others reacted differently: Lia Simcox posted, “Apparently some women have forgotten the commercials for Secret deodorant…”

And Danny Pelletier said, “Getting a 12-Pack of Dr. P-10 as soon as I can! What other non-sensitive men / not easily offended people want to join me?”

The company says it tested the campaign in six markets and women weren’t offended and noted 40 percent of those who tried the soda in those markets were women.

“Women get the joke,” Jim Trebilcock, executive vice president of marketing plan for Dr Pepper told the AP. “‘Is this really for men or really for women?’ is a way to start the conversation that can spread and get people engaged in the product.”

What do you think of the marketing plan campaign? Leave your comments below.

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IBM: Companies slow to take on social media

Wednesday, October 12th, 2011

Big Blue’s study finds marketing plan execs know social media is key to next-gen corporate marketing plan, but many are still unprepared

Corporate executives see the need to use social media to connect with their customers, but many acknowledge that they’re still figuring out how best to do it.

According to a study released this morning, 82 percent of CMOs (chief marketing plan officers) plan to increase their company’s use of social media over the next three to five years.

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However, more than half of the 1,700 CMOs in 64 countries and 19 industries responding to the IBM survey said their companies are not yet ready to handle social media and the corresponding increase in collaboration with customers.

The CMOs largely said their organizations will have to make fundamental changes to traditional brand and product marketing plan methods to prepare for an expansion into social media tools.

“The inflection point created by social media represents a permanent change in the nature of customer relationships,” said Carolyn Heller Baird, IBM’s global director of the study.

“Approximately 90 percent of all the real-time information being created today is unstructured data. CMOs who successfully harness this new source of insight will be in a strong position to increase revenues, reinvent their customer relationships and build new brand value,” Baird added.

Customers are now the in the driver’s seat in their relationship with the makers of their favorite products.

The shift in balance came when customers began taking to sites like Facebook, Twitter, and Yelp to share their experiences with and opinions of specific products and companies.

With the change in the balance of power, companies have to come up with a new approach to marketing plan, as well as new tools and new skills, said Zeus Kerravala, principal analyst with ZK Research.

IBM said its survey found that CMOs are aware of this changing landscape, but are struggling to respond.

Only 26 percent of CMOs surveyed said they are currently tracking blogs, while less than half are tracking third-party reviews (42 percent) and tracking consumer reviews (48 percent).

Kerravala said he’s not surprised by the results of the survey.

“I’ve done some research myself asking CIOs about social media. My ZK Research estimate is that about three-quarters of companies are still trying to understand what to do with social media,” Kerravala said. “The general feedback I get is [executives know] that it’s important, but how to best maximize that value is still not very well understood.”

Kerravala noted that a lot of CMOs and other executives are still figuring out how to respond to customer comments on social media sites. They’re unclear on how they should filter customer comments and how to tell the difference between noise that can be ignored and comments that warrant a response.

“It’s just new to many companies,” he said. “Remember that many stodgy organizations were late to adopt email.”

The best way to determine how to best use social media, said Kerravala, is to seek out companies that are doing it well and learn from them.

“If I were a CMO, I would find organizations that do a good job of using social media to enhance their business,” he said. “Look at BestBuy and Amazon. Sitting around and watching is only going to cause the company to fall competitively behind.

Sharon Gaudin covers the Internet and Web 2.0, emerging technologies, and desktop and laptop chips for Computerworld. Follow Sharon on Twitter at @sgaudin, or subscribe to Sharon’s RSS feed . Her e-mail address is sgaudin@computerworld.com. Read more about enterprise web 2.0/collaboration in Computerworld’s Enterprise Web 2.0/Collaboration Topic Center.

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Why this student entrepreneur ditched the marketing plan

Wednesday, October 12th, 2011

Mike Wahl, co-owner of Definitions Wellness Safety Services and a PhD student at Memorial University of Newfoundland, has been named a 2011 Student Entrepreneur Newfoundland Champion by Advancing Canadian Entrepreneurship (ACE) and CIBC.

Servicing both personal training clients in St. John’s and major industrial and corporate clients, including oil and gas entities, production plants and office settings in both Canada and the United States, Definitions has experienced tremoundous growth since it began in 2003. It has even signed international clients, including the Gulf of Mexico region and larger companies like Transocean, Husky Energy and Canship.

But the path to success wasn’t paved by aggressive marketing plan, explains Mr. Wahl. “Our theory is that we don’t market except for internally to our clients and they actually market us, and become our biggest sales force,” he says.

In the latest of a series of monthly podcasts with ACE honourees, he spoke with Diane Jermyn about the benefits of having a great partner, the international expansion of his company and his minimalist marketing plan philosophy.

Mr. Wahl was here to explain his unusual strategy and to take your questions in a live discussion.

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Improve Business ROI with Effective Online Marketing Methods and Training for the Entire Marketing Team at IMC NY …

Wednesday, October 12th, 2011

Internet marketing plan plays a crucial role in growing today’s businesses. Get the entire team up to speed on the latest techniques and technologies: Industry leaders reveal the tips, tricks and traps of online marketing plan at the Internet marketing plan Conference (IMC), produced by Rising Media Inc., October 19-21, 2011.

New York, NY (PRWEB) October 11, 2011

Internet marketing plan plays a crucial role in growing today’s businesses. Get the entire team up to speed on the latest techniques and technologies: Industry leaders reveal the tips, tricks and traps of online marketing plan at the Internet marketing plan Conference (IMC), produced by Rising Media Inc., October 19-21, 2011.

Internet marketing plan Conference (IMC) sessions–3 full days with more than 50 sessions across 9 tracks–allows attendees to take home practical, tactical advice they can apply immediately. Through indepth sessions, organizations will learn how improve its ability to manage multiple campaigns across multiple platforms, determine if online marketing plan is paying off, align online marketing plan with overall business goals, plan for a 2012 online marketing plan strategy, and find methods for reporting ROI.

Tracks include Introduction to Online marketing plan, Online marketing plan Design, Email marketing plan

Online Advertising, Search marketing plan, Social Media marketing plan, Unconventional Online marketing plan, Continuous Improvement, and Managing Web marketing plan.

Get the team trained right from the start or reinforce their understanding of the fundamentals of social media, video and mobile marketing plan practices while staying on top of the latest developments with sessions such as: Content-Centric marketing plan, Monitoring Social Media, Designing for Mobile & Tablets, The Laws of Email Deliverability, Testing Email Campaigns, Behavioral Targeting & Remarketing plan, Hyper-Targeting on Facebook & LinkedIn, Search Analytics, In-Game marketing plan, Segmentation & Personalization, Online marketing plan, and Management & Governance.

The more team members that attend IMC, the more the company saves. Each additional attendee from the same company registered at the same time receives an extra $200 off the price of their registration. Register today.

Come to the Internet marketing plan Conference in New York City where the brightest minds in the industry, such as Amy Africa, Jeff Greenfield, Chris O’Hara, Kevin Buerger, Alhan Keser and Dixon Jones, deliver fresh insight and answer your questions about your online campaigns.

The digital eco-system has expanded across multiple platforms through multiple devices putting pressure on marketers to show return on the marketing plan spend. IMC’s agenda provides comprehensive, intensive, and conclusive training giving attendees the skills needed to survive in today’s digital world.

Internet marketing plan Conference is co-located with eMetrics marketing plan Optimization Summit, Predictive Analytics World, Text Analytics World, GAUGE and Conversion Conference.

About Rising Media

Rising Media is a global events producer excelling in Internet and technology-related conferences and exhibitions. Rising Media produced events include Data Driven Business Week, eMetrics marketing plan Optimization Summit, Conversion Conference, GAUGE, Predictive Analytics World, Text Analytics World, Building Business Capability, Internet marketing plan Conference, Social Media Economy Days, Web Effectiveness Conference and Search marketing plan Expo in the US, Canada, UK, France, Germany, Sweden, Finland and Australia.

Rising Media events provide cutting-edge, practical knowledge for business professionals to improve their day-to-day effectiveness, driving higher returns for their organizations. Attendees learn from leading experts and share knowledge with each other, as well as interacting with innovative vendors in the space. Each event brings together the best, the brightest and the visionary, creating a forum for insight, energetic exchange and informed purchasing.

###

Patty Caron
Rising Media Inc.
508-644-0639
Email Information

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Federal regulators rethinking guidelines on marketing food to children

Wednesday, October 12th, 2011

The guidelines, designed to tackle childhood obesity, called on the industry to market to children only those foods and drinks that make a “meaningful contribution” to a healthful diet and to limit sodium, fats and added sugars in products. Under the voluntary plan, foods that don’t meet the criteria should not be marketed to children.

But since the plan was unveiled in May, the nation’s largest food makers, fast-food chains and media giants have railed against it. The industry, which adopted its own standards in 2006 and updated them recently, said the plan is so strict it would in effect wipe out advertising to kids and teens, eliminate millions of jobs and infringe on commercial speech.

The Federal Trade Commission, which worked with three other agencies on the guidelines and took the lead on the marketing plan components, is now “contemplating revising them to more narrowly focus on those marketing plan techniques that our studies suggest are used most extensively to market to children,” David Vladeck, director of the FTC’s Bureau of Consumer Protection, said in the statement submitted to Congress in advance of a Wednesday hearing on this topic.

For starters, the FTC initially aimed to restrict the marketing plan to children ages 2 to 17, vastly expanding the industry’s self-imposed 2 to 11 age limit. But the FTC concluded “that, with the exception of certain in-school marketing plan activities, it is not necessary to encompass adolescents ages 12 to 17, within the scope of covered marketing plan” Vladeck said.

The initial plan — also crafted by the Centers for Disease Control and Prevention, Food and Drug Administration and Agriculture Department — extended beyond television, print and radio marketing plan to other marketing plan venues, such as Internet pop-up ads, online sweepstakes, advertising through cellphones, celebrity endorsements, in-school marketing plan and character licensing.

But the FTC now believes that charitable events, entertainment and sporting events and theme parks should not be covered because they do not specifically target children but rather a much wider audience, Vladeck said. The commission also does not expect to recommend that food companies remove “brand equity characters” from products that don’t meet the nutrition guidelines.

“The Commission is making a real effort to avoid pulling in marketing plan activities that are family-oriented or directed to a more general audience and to limit the revised approach to marketing plan that more exclusively targets the child only,” Vladeck said.

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Microsoft Phones to Get More Marketing, Sales Incentives

Wednesday, October 12th, 2011

October 10, 2011, 4:43 PM EDT

By Dina Bass

(Updates share price in last paragraph.)

Oct. 10 (Bloomberg) — Microsoft Corp., trying to reverse disappointing sales for its Windows Phone, is counting on Samsung Electronics Co. and other manufacturing partners to step up retailer incentives and boost in-store promotions.

Both Samsung and HTC Corp. have committed to increasing marketing plan budgets for the phones, said Andy Lees, president of Microsoft’s mobile unit, in an interview. While manufacturers will determine how the money is spent, some of it will probably go toward spurring retail staff to tout Windows Phone models, he said. New handsets with the new Windows Phone 7.5 will go on sale in the coming weeks, Lees said.

Since the release of the previous version last October, the Windows Phone has missed the company’s sales expectations, and Microsoft has continued to lose ground to Apple Inc.’s iPhone and devices based on Google Inc.’s Android. Microsoft needs to do a better job of marketing plan the new software, which is much improved, said Michael Gartenberg, an analyst at Gartner Inc.

“From a technical perspective, it really does put them on par with the other competitors, but a lot of times Microsoft gets it right with the technology and then fumbles the marketing plan message,” he said. Mobile-phone retailers haven’t cooperated in the past, Gartenberg said. “If you went to a store they showed you anything other than a Windows Phone. If you asked for a Windows Phone, they tried to talk you out of it.”

Retail Rules

Microsoft is especially reliant on the carriers’ retail salespeople in the U.S., where more than 80 percent of phones are sold by stores owned by mobile operators, Lees said. In other countries, a larger percentage of handsets are sold by the phone makers themselves. He didn’t specify what form the incentives might take.

Windows Phone 7.5, also known as Mango, was released last month to existing Windows handset customers. In addition to more aggressive marketing plan, Microsoft’s partnership with Nokia Oyj will help sales, Lees said. Nokia announced earlier this year that it would base its handsets on Windows Phone software, a bid to reinvigorate its smartphone strategy. Nokia directly or indirectly controls more than 6,000 stores, Lees said.

Gartner forecasts that Microsoft will become the No. 2 smartphone operating system in 2015, with market share of 20 percent. That would vault it past Apple’s iOS, with Android remaining in the top spot. Achim Berg, head of Windows Phone marketing plan, said at a September conference in Berlin that the 20 percent share may be a conservative estimate.

First Quarter

Next year, Microsoft will account for 11 percent of the market, up from 5.6 percent this year, Gartner said in an April report. Lees declined to forecast numbers himself, except to say he expects market share to rise starting in the first quarter of 2012.

Manufacturers plan to produce a Windows phone that uses the high-speed wireless technology known as long-term evolution, or LTE, in the “not-too-distant future,” Lees said. That will make mobile carriers more eager to promote the Windows Phone.

Cheaper models also will be produced, giving a boost to the operating system, Lees said. While handset makers and the carriers determine prices and subsidies, consumers should see Windows Phone devices for less than $100 in the U.S., he said.

“The stars are really starting to align for us,” Lees said.

The new software, which better integrates apps, search and phone features, received positive reviews from AllThingsD, Gizmodo and Bloomberg’s Rich Jaroslovsky.

Movies, Maps

Search for a movie, and the phone brings up a synopsis, running time, showings nearby, and lets you buy tickets. It also lists apps related to movies. It has indoor maps so you can find the parking lot at the mall where the theater is located. A local app gives you nearby restaurants and if you’ve downloaded OpenTable, there’s a reserve button right there.

The search key brings up the option to scan book or album covers for product matches. It will also scan foreign language text to translate a French restaurant menu. The software can listen to a piece of music and identify it.

Microsoft rose 2.6 percent to $26.94 at close in New York. The stock has dropped 3.5 percent this year.

–Editors: Nick Turner, Lisa Rapaport

To contact the reporter on this story: Dina Bass in Seattle at dbass2@bloomberg.net

To contact the editor responsible for this story: Tom Giles at tgiles5@bloomberg.net

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Is Your Brand’s Marketing Strategy 2042-Compliant?

Wednesday, October 12th, 2011

By Ola Mobolade

It’s official. The US is barreling toward one of the most significant demographic shifts in the country’s history. According to Census projections, by 2042 America will be a “majority-minority” nation, where so-called ethnic minority populations will collectively outnumber the White majority. While this may seem a far-off reality,in some respects the future is now: Minorities already outnumber Whites in some of the largest and most influential markets in the country. And nationwide, the youth consumer population reflects this reversal.

So, what does this mean for marketers? While the implications are numerous, one thing is for sure – the traditional multicultural marketing plan paradigm, originally established within a very different socio-historic context, is losing relevance in the race for share of hearts and wallets of this stereotype-defying, new mainstream. Blue-chip mega-brands like McDonald’s and Coca-Cola have made quite public declarations of fundamental shifts in their approaches to reaching the new consumer landscape. And with the recent string of multicultural marketing plan missteps experienced by brands like Summer’s Eve and Nivea, it’s also clear that the path to cultural competency is not necessarily an easy one.

Unfortunately, the solution isn’t as simple as pumping up multicultural marketing plan budgets (though arguably it may be a start). Brand marketers must revamp their strategic toolkits as it relates to how they define their mainstream audience and the role of ethnic consumers within it.

In our newly released book, “marketing plan to the New Majority: Strategies For a Diverse World,” my co-author, David Burgos, and I lay out an extensive blueprint for brands seeking to gracefully navigate this new terrain. Here are six important guidelines for making sure your brand is 2042-compliant:

1. To be optimally effective, your company’s vision for reaching the New Majority must come from the top. If there isn’t a C-level executive evangelizing the crucial importance of ethnic consumers to business growth, it will be much more difficult to implement real organizational change.

2. A culturally diverse workforce is essential for companies that want to relate and empathize with their multicultural customer base in an effective way. If a company’s employee base is far less diverse than the audience it serves, it is operating at a significant handicap. While expertise in the ethnic marketplace can come from anyone, regardless of race,there is a certain degree of intuitive empathy and life experience that ethnic employees can bring to the table. Also,close working relationships among coworkers of various ethnic backgrounds help the entire team internalize ethnic insights.A chief diversity officer can be instrumental in realizing this vision.

3. Establishing a multicultural marketing plan department can be an important step in the transition toward fully integrating ethnic competency throughout the organization, but it isn’t the finish line. One of your interim goals should be to create and leverage an internal team of ethnic experts that can be an educational resource to sales and marketing plan. But, it should be viewed as a means of achieving a greater end goal. There should also be a plan for taking off the training wheels, so that sales and marketing plan are eventually empowered to deliver culturally relevant strategies independent of the multicultural marketing plan group.

4. Don’t call on Jose, Keisha or Jin for an ethnic-marketing plan role simply because they are Hispanic, Black or Asian. If they are given this responsibility, it should be because of their track record of expertise in marketing plan to these segments. Assuming that non-White employees are interested in working on ethnic projects may make some question whether their broader talents are truly valued. In addition, firsthand experience living as a minority is only part of the ethnic expertise equation, and only assures they can bring their own personal perspectives to the table. Each ethnic consumer audience is diverse, and the best ethnic marketers are well versed in the nuances of each segment.


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IPG, Adman Smith Plan Marketing JV

Wednesday, October 12th, 2011





Interpublic Group of Companies Inc. and advertising stalwart Jimmy Smith announced their plans to launch  a marketing plan agency — Amusement Park Entertainment — in Los Angeles. Ownership terms of the joint venture between the advertising and marketing plan giant and the leading creative director were not disclosed.

The Amusement Park Entertainment will focus on “trans-media” storytelling and creative content development anticipated to integrate the marketing plan activity across multiple media like mobile applications, film and gaming. The new model will likely bring the most talented people in the world under one roof with the vision to create ideas that can lead to so much more than just an ad campaign.

The present state of flourishing media platforms and interconnected marketing plan devices worldwide have opened the floodgate, making way for great creative ideas and motivating consumers across channels in a coordinated and complimentary way. Amusement Park Entertainment is thus expected to deliver the power and value of great storytelling, thereby motivating consumers across the media.

Jimmy Smith, a dynamic and talented force in the ad industry across traditional and new media, held senior positions at leading creative agencies BBDO and Wieden Kennedy. He had also been actively engaged in television and documentary film production as an author, as well as in the video game arena. Of late, he had been Group Creative Director on the Gatorade account at TBWA/CHIAT/DAY in Los Angeles. He has been chosen to take up the responsibility of being Chairman, CEO and Chief Creative Officer of Amusement Park Entertainment, upon launching. His creative ideas are expected to inspire a new business line for the clients that will be even more profitable than the original brand.

New York-based, Interpublic Group together with its subsidiaries, directly competes with its peers, such as Omnicom Group Inc. , Publicis Groupe SA and WPP plc . 

We currently maintain a long-term Neutral recommendation on the stock. Interpublic Group has a Zacks #3 Rank, which implies a short-term Hold rating (1-3 months).

INTERPUBLIC GROUP COS INC (IPG): Read the Full Research Report

OMNICOM GROUP INC (OMC): Read the Full Research Report

WPP PLC ADS (WPPGY): Read the Full Research Report

Zacks Investment Research

 

 



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Dickinson coupon website up and running

Wednesday, October 12th, 2011

Published October 10, 2011

DICKINSON — A new marketing plan plan for Dickinson is aimed at keeping local dollars in the city.

The Dickinson Economic Development Corp. has unveiled shopindickinson.com, a website that will feature coupons and promotions for city businesses. The site is free for Dickinson businesses.

“The biggest issue for smaller businesses was the lack of funds to market their business,” Dickinson City Administrator Julie Johnston said. “Any time we can help them out, we are going to do it.”

The marketing plan program stems from efforts to keep Dickinson businesses in town and also to attract new companies. Another issue was getting residents to keep their spending dollars in Dickinson.

“We wanted to bring some awareness to the community to shop local,” Johnston said.

The website features about a dozen businesses. Johnston said that number will grow as word gets out.

“We are making the rounds of local businesses, letting them know about the site and we are helping them get their information uploaded,” she said.

The unveiling of the website caps a year-long process, the city administrator said. From the beginning, Skeds, a software development company from North Richland Hills, attracted the economic development corporation’s attention.

“We had looked at the company last year,” Johnston said. “They were at some of the same conferences we were at. They’ve been very successful with this with other cities.”

The company’s website features more than 20 cities with pages similar to Dickinson’s new venture.

Though one of the purposes of the marketing plan campaign is to get Dickinson residents to spend their money in town, Johnston said residents of other cities are welcome to cruise around the web site looking for bargains, too.

“People come to Dickinson Barbecue from other cities all the time,” she said. “If they can go to the website and get a coupon, it’s good for them, it’s good for Dickinson Barbecue and it’s good for the city.”

Copyright 2011 The Galveston County Daily News. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.
Dickinson coupon website up and running

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