Marketing News Presents: Promoting Commodities—Marketing ‘Happy Cows’ to Create Happy Farmers (08/08/11)
California’s dairy industry produces one-fifth of the country’s milk and cheese, yet until recently, California was better known for its beaches and surfing than for its dairy products. In 2000, the California Milk Advisory Board set out to change all that with its “Happy Cows” campaign, an advertising and marketing effort aimed at educating consumers about California’s dairy industry and building up the California dairy brand. Michael Freeman, vice president of advertising at the California Milk Advisory Board, discusses the campaign and the CMAB’s current marketing efforts. Read about the CMAB’s marketing efforts as well as marketing efforts for Idaho potatoes and Wisconsin cranberries in the Marketing News feature, “Hot Commodities.” Available here and in our July edition.
Marketing News Presents: From CMO to CEO - Tips for Making it to the Top (07/25/11)
While good CMOs often understand the needs of customers, the values of their brands and products, it’s somewhat rare for them to become CEOs or presidents at an organization. But it’s not impossible. Just ask Kurt Aschermann, who went from chief marketing and development officer of Boys & Girls Clubs of America to president of Charity Partners. The Boston-based company’s primary line of business is the Tickets-for-Charity marketplace, where consumers can buy donated tickets for concerts and sporting events with the proceeds going to a charity. Aschermann, currently the CEO of Charity Partners Foundation and senior advisor to Charity Partners, talks about his road to the president position and offers advice for marketers with an eye on the CEO spot. Aschermann is featured in the article “Becoming CEO,” appearing in the July issue of Marketing News, and available to read here.
Marketing News Presents: What Graphic Cigarette Labels Mean for Tobacco Marketers (07/11/11)
Last month the U.S. Food and Drug Administration revealed the first major change to cigarette warning labels in decades. Beginning September 2012, one of nine full-color labels, including some graphic images (rotting teeth and a man smoking from a tracheotomy opening among them), will cover the top half of cigarette packages, front and back, as well as one-fifth of cigarette print ads.
So what impact will these images have on tobacco sales, and how can marketers, already peddling a controversial product and restricted in their practices, be able to work around it? Philip Gorham, an equity analyst covering the tobacco industry for Chicago-based Morningstar, offers some perspective. For more on this topic, read the July 21 edition of Marketing News Exclusives, available later this month here.
Marketing News Presents: Assessing Southwest's Response to Pilot's Offensive Rant (06/27/11)
To many, Southwest Airlines is a beloved brand whose exemplary identity is closely associated with its eager and proud employees, to the point where actual employees are featured as heroes in its advertising. But a recent incident may negatively alter that perception.
On June 21, a Houston media outlet reported that an obscenity-filled conversation one of Southwest’s pilots had in March that was unintentionally broadcast over Texas air space, releasing raw audio it had obtained to the public. In the conversation, the unidentified pilot dismissed the flight attendants he worked with in Chicago as “a continuous stream of gays and grannies and grandes,” amongst other derogatory statements.
On June 22, Southwest issued a statement, condemning the pilot's statements and stressing that he had been suspended without pay, only coming back to work after he had undergone diversity education training. The incident and Southwest’s reaction has drawn complaints on its Facebook page, and as of June 23, a flight attendants union was considering filing a discrimination charge against the Dallas-based airline.
So is this a crisis situation for Southwest’s brand and reputation? How has it handled the situation so far? And what does the company need to do to minimize backlash going forward?
Jim Lukaszewski, a crisis communications expert with The Lukaszewski Group, a division of Risdall McKinney Public Relations near Minneapolis, weighs in. And for more on the steps you need to take to prepare for a public relations crisis, read the story “Crisis Control,” appearing in the July issue of Marketing News.
Marketing News Presents: How Travel Michigan Marketing Goes the Distance (06/13/11)
Summer travel season is in full swing, but marketing a destination isn’t all fun and games. Many tourism agencies, for instance, are facing budget struggles as state legislatures look to cut costs, but some, such as Travel Michigan, creators of the award-winning “Pure Michigan” ads, have found themselves on the winning end of the budget battle. George Zimmermann, vice president of Travel Michigan, discusses the how his agency uses marketing to get visitors to add Michigan to their travel itineraries. For more on destination marketing, read the May 30 issue of Marketing News. Our feature "Going The Distance: Adventures in Destination Marketing" examines the tourism marketing strategies for Las Vegas, Arizona and Great Britain, and our "Day With" story profiles John Boler, the vice president of marketing and sales behind Summerfest, the world's largest music festival, based in Milwaukee.
Marketing News Presents: Demographics Roundtable: The New American Consumer Market Place, Part Two (05/23/11)
The 2010 U.S. Census offers a framework of population data while serving as a guidepost to changes in today’s consumer marketplace. In part one of our podcast, we discussed the results of the census so far with three demographic experts: Peter Morrison, former senior staff demographer at the RAND Corporation and invited participant, U.S. Census Bureau Working Group on 2010 Race and Ethnicity; Margo Anderson, professor of history and urban studies, University of Wisconsin-Milwaukee; and D’Vera Cohn, senior writer at Pew Research Center. In part two of this podcast, our experts discuss how the American consumer marketplace is shifting and how marketers can use the census results as a jumping-off point in consumer research. For excerpts from this discussion, see the article “Demographics Roundtable: The Census & The New American Consumer,” appearing in the special May 15 American Consumer edition of Marketing News magazine, and available here.
Marketing News Presents: Demographics Roundtable: The New American Consumer Market Place, Part One (05/09/11)
The 2010 U.S. Census offers a framework of population data while serving as a guidepost to changes in today’s consumer marketplace. What will these changes, including the growth in the Hispanic population and multi-generational households, and baby boomers’ move into retirement age, mean for marketers? Peter Morrison, former senior staff demographer at the RAND Corporation and invited participant, U.S. Census Bureau Working Group on 2010 Race and Ethnicity; Margo Anderson, professor of history and urban studies, University of Wisconsin-Milwaukee; and D’Vera Cohn, senior writer at Pew Research Center, discuss the major themes emerging from the 2010 census. Part one of two; part two will be available at MarketingPower.com beginning May 23. For excerpts from this discussion, see the article “Demographics Roundtable: The Census & The New American Consumer,” appearing in the special May 15 American Consumer edition of Marketing News magazine, and available at MarketingPower.com/MarketingNews.
Marketing News Presents: The Evolution of Couponing (04/25/11)
The one-two punch of a major recession and major advances in digital proliferation has resulted in a comeback for coupons. After a 14-year decline that leveled off in 2006, coupon redemption has been on the rise since 2009, and marketing investment in coupons has dramatically increased. Dan Kitrell, vice president of account solutions at Kantar Media’s coupon-research division Marx, gives a sense of the space, in print and in digital, and calls out the latest strategies, so you can make the most of the resurgence. For more on this topic, read the story "Cashing in on the Coupon Comeback" in the April edition of Marketing News, available here.
According to a fall 2010 Forrester Research survey of sales leaders, 78% gave marketers average or below average marks when asked if marketers understand what it's like to be a salesperson. David Longmuir, customer discovery leader within the building materials marketing division of Owens Corning, shares some tips and examples for how marketers can better understand and serve the sales function. For more on this topic, read the article "Sales Support" in the March 30 issue of Marketing News.
Within the white hot digital marketing space, social is one of the hottest sectors to pursue. Forrester Research estimates social media marketing spend will increase 28% in 2011 to $1.2 billion. Meanwhile, social sites such as Facebook and LinkedIn continue to grow. Nielsen estimates the sites’ active followers were 21.4% and 13.1% larger in November 2010 than the year ago period. In part two of an exclusive two-part podcast, the top marketing executives at Facebook and LinkedIn, as well as a leader at digital marketing agency leader Digitas Chicago, talk about social media marketing proliferation, offer steps marketers need to take now and answer questions posed by members of the AMA’s Facebook community. Excerpts appear in the March 15 edition of Marketing News, the annual special digital issue, available here. Part one of this podcast is available here.
Within the white hot digital marketing space, social is one of the hottest sectors. Forrester Research estimates social media marketing spend will increase 28% in 2011 to $1.2 billion. Meanwhile, social sites such as Facebook and LinkedIn continue to grow by large numbers. Nielsen estimates the sites’ active followers were 21.4% and 13.1% larger in November 2010 than the year ago period. In part one of an exclusive two-part roundtable discussion, the top marketing executives at Facebook and LinkedIn, as well as a leader at digital marketing agency leader Digitas Chicago, discuss how social media has changed marketing as we know it, analyze some social media marketing success stories and provide tips for best practices. Excerpts appear in the March 15 edition of Marketing News, our annual special digital issue, available now. Part two of this podcast will be available here beginning March 28.
Marketing News Presents: Sharing the Love: Using Social Media to Reward Brand Fans (02/28/11)
Facebook says its average user has 130 friends on the social network, and customers often tell their friends about positive brand experiences, so tapping into those connections by finding ways to reward your biggest fans can mean making a lot of new ones. Sarah VanHeirseele, director of digital at Blue Chip Marketing Worldwide, discusses best practices for marketers for targeting and rewarding their biggest social media influencers. For more on social media targeting, check out the March 15 issue of Marketing News, available this month at MarketingPower.com/MarketingNews.