Saturday, July 21, 2018

To Target And Cater To Millennials, What Is A Merchandise "Drop" Or "Drops?"

Related to one of my eight elements under one of the P's of Marketing: "Promotion."

This element or component is "experiences and events."

Department stores and merchandisers are introducing "limited quantity and exclusive products.  They are dropping or are called "drops" by the retailers and suppliers.

They are designer fashions, mashups, and using sales floor and websites for the "drops" to woo millennials and others.

They may be brief pop-ups too. 

The product may also be personalized or customized. 

Need more business, Marketing and advertising insights in 2018? Increase sales and overall revenue?

Visit here for plenty of insights and examples into Marketing, the 9 P's, targeting or "People," product and services, promotion, pricing, and advertising strategies. Plus true, researched marketing insights and fun, insightful, advertising trivia.

For the past 48 years, I have been a Marketing professional, a certified Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach and give seminars on Marketing, Super Bowl spots, global Marketing, Promotion and Advertising. 


I also like giving to MBA candidates, law schools and attorneys my presentations on "What is Marketing? What is Advertising?" 

Eleven years ago, I created and own a copyright for the Marketing concept, the Nine P’s/9 P's of Marketing ©2007, which augments the Marketing Mix or the 4P's (Product, Price, Promotion and Place) by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.


In the late 60's I was first taught in Marketing 307 that the "customer," or potential purchasers, buyers are king or kings, but they or consumers are missing as one of the P's, in the 4P's. For marketing professionals, the "target market," "People," buyers, potential buyers and users are more prominent. They have their own "P."  It's "People," in the 9P's of Marketing. 


The Nine P's/9P's of Marketing help brand managers, marketing managers, companies, firms, business owners and business managers to find marketing problems, to identify and create Marketing opportunities or solutions, in a number of areas. 


The utilization of the 9P's of Marketing help, develop and guide a company or a firm's marketing objectives, strategies, tactics and solutions. 

The Nine P's can be truly insightful, in many ways and in many possible tactics and actions. They will help build revenue, manage costs more effectively. 


I consult, teach and work as a Marketing, business and Advertising expert using many Marketing concepts, standards of practice and practices, including the Nine P's/9P's of Marketing.


So, what is Marketing, you and others may ask? 
Marketing is a planning and execution process that involves a product or service's attributes, research, distribution, pricing, partnerships or alliances, promotion and more. 

In my presentations, I detail that advertising is only a small percentage of the answers to marketing problems. All of the Marketing activities and tasks must work together to assure successful marketing practices. 
Firms, associations and companies with the most effective marketing efforts try to thoroughly understand their potential buyers and customers ("People") and the marketplace. 

Companies and new product/service development pros create products and services to meet market needs. These firms and others use marketing research and channels for understanding and communicating to market segments, a target market or audience ("People" in the 9P's of Marketing).

In the study and practice of Marketing, Marketing manager and brand agents develop planning, objectives, strategies and tactics. 


For any size firm and entrepreneurs, the 9P's of Marketing include important components, parts, elements, actions, tactics and efforts. 


Let's start with planning, research, one of the nine P's and also with targeting, "People," one of the other nine elements or components:

  • Planning: 
    • Planning starts with research and researching. 
    • This element of planning in the nine P's is a method for achieving an end, and, looking at the eight other parts, can be a detailed formulation of a program of action. I like using a phrase from John Wooden; he said "Failure to plan is planning to fail."
    • Developing and transforming marketing objectives into marketing strategies to tactics, marketing management and managers must make basic decisions on marketing targets (“People”), marketing mix, pricing, distribution, marketing budgets/expenditures and marketing allocations. 
    • Review dividing the total marketing budget among the various tools in the marketing mix and for the various products, channels, promotion, media and sales areas. And more under the 9Ps of Marketing
  • People 
    • Product and Services: 
    • Place (Distribution): 
    • Price or Pricing:
    • Promotion: 
      • There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities, under "promotion." . 
      • The activities that communicate the merits of the overall product include:
        • Personal Selling/ Sales Force: Sales persons
          • Helpful hint: Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
        • Advertising is paid media. There's an expression "It is only creative if the product or service sells." I wanted to add "It is only good media spending if it sells." 
        • Sales Promotion
        • Collateral Materials
        • Direct Marketing (also referred to as Action or Direct Response Advertising)
        • Interactive/Internet/Web, Digital Media, Social Media:  
        • Events and Experiences
        • Public Relations/PR
      • Here are some strategic questions under Promotion:
        • What should you promote? Strategic copy points. Limited and exclusive may be important, keywords or selling copy.
        • Evaluate the eight different elements under Promotion and your brand's practices. Ask is there a better way? A different promotional mix. There has to be a better way. 
        • What are your costs in dollars and manpower or person power? Ask "Is there a different way or ways to budget?" 
        • Look at different strategic partners? Their costs?
        • To whom should you target and promote? Under "People/"Targeting, target market, audience with media falls here.  
        • You can differentiate with price. Discounting? Special sales? What economic and discount levels should you offer? Look at revenue versus costs. 
        • What form or combination of promotion should you offer? Features?
        • How frequent? Add media planning here. 
      • Partners: 
      • Presentation: 
      • Passion:

        For more on 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 for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 40+ stimulating questions and answers at Londre Marketing Consultants, LLC. 

        Thursday, July 19, 2018

        Hurting Sales. First Papa John Took On The NFL And Now The MLB Is Pushing Back Too.

        Not a good week with the advertising agency Fallon and today IPG Mediabrands' Initiative media buying agency said today it is resigning the Papa John's business, too. Earlier in the week they said they would continue working on the pizza chain. 

        Not a good year for Papa John, Papa John's or John Schnatter, even if he is the largest stockholder and founded the company 34 years ago.  

        He took on football and now with the racial slur used in a training session, now baseball has punched back too. MLB suspended a promotional campaign for Papa John's. 

        There's a backlash and there will be lost sales.  

        Too many stories, negative PR for Papa John's and there is too much competition for the pizza dollar. 

        Corporate Papa John's is removing images of John Schnatter from its promotion, boxes, posters and sales promotion, following John's use of a racial insult. The WSJ also reported that Schnatter was no longer allowed to use corporate offices, even though he owns more stock than any other person. 


        Need more business, Marketing and advertising insights in 2018? Increase sales and overall revenue?

        Visit here for plenty of insights and examples into Marketing, the 9 P's, targeting or "People," product and services, promotion, pricing, and advertising strategies. Plus true, researched marketing insights and fun, insightful, advertising trivia.

        For the past 48 years, I have been a Marketing professional, a certified Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach and give seminars on Marketing, Super Bowl spots, global Marketing, Promotion and Advertising. 


        I also like giving to MBA candidates, law schools and attorneys my presentations on "What is Marketing? What is Advertising?" 

        Eleven years ago, I created and own a copyright for the Marketing concept, the Nine P’s/9 P's of Marketing ©2007, which augments the Marketing Mix or the 4P's (Product, Price, Promotion and Place) by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.


        In the late 60's I was first taught in Marketing 307 that the "customer," or potential purchasers, buyers are king or kings, but they or consumers are missing as one of the P's, in the 4P's. For marketing professionals, the "target market," "People," buyers, potential buyers and users are more prominent. They have their own "P."  It's "People," in the 9P's of Marketing. 


        The Nine P's/9P's of Marketing help brand managers, marketing managers, companies, firms, business owners and business managers to find marketing problems, to identify and create Marketing opportunities or solutions, in a number of areas. 


        The utilization of the 9P's of Marketing help, develop and guide a company or a firm's marketing objectives, strategies, tactics and solutions. 

        The Nine P's can be truly insightful, in many ways and in many possible tactics and actions. They will help build revenue, manage costs more effectively. 


        I consult, teach and work as a Marketing, business and Advertising expert using many Marketing concepts, standards of practice and practices, including the Nine P's/9P's of Marketing.


        So, what is Marketing, you and others may ask? 
        Marketing is a planning and execution process that involves a product or service's attributes, research, distribution, pricing, partnerships or alliances, promotion and more. 

        In my presentations, I detail that advertising is only a small percentage of the answers to marketing problems. All of the Marketing activities and tasks must work together to assure successful marketing practices. 
        Firms, associations and companies with the most effective marketing efforts try to thoroughly understand their potential buyers and customers ("People") and the marketplace. 

        Companies and new product/service development pros create products and services to meet market needs. These firms and others use marketing research and channels for understanding and communicating to market segments, a target market or audience ("People" in the 9P's of Marketing).

        In the study and practice of Marketing, Marketing manager and brand agents develop planning, objectives, strategies and tactics. 


        For any size firm and entrepreneurs, the 9P's of Marketing include important components, parts, elements, actions, tactics and efforts. 


        Let's start with planning, research, one of the nine P's and also with targeting, "People," one of the other nine elements or components:

        • Planning: 
          • Planning starts with research and researching. For Papa John's and pizza chains there are "heavy users." People who consume more pizza. Looking for new products. 
          • This element of planning in the nine P's is a method for achieving an end, and, looking at the eight other parts, can be a detailed formulation of a program of action. I like using a phrase from John Wooden; he said "Failure to plan is planning to fail."
          • Developing and transforming marketing objectives into marketing strategies to tactics, marketing management and managers must make basic decisions on marketing targets (“People”), marketing mix, pricing, distribution, marketing budgets/expenditures and marketing allocations. 
          • Review dividing the total marketing budget among the various tools in the marketing mix and for the various products, channels, promotion, media and sales areas. And more under the 9Ps of Marketing
        • People 
          • Look and analyze potential, new, existing and repeat customers and users. 
          • "People" or targeting has almost always been left out of the traditional "Marketing Mix," almost every diagram includes the four P's with Product, Promotion, Place and Price.
          • Place "consumer" or "People" or "potential buyers" in the middle of a circle. Find information or data on them.
          • Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the buyer, "customer," or "People," in both planning ad implementation.
          • To understand your "People" or market segments, it may utilize many characteristics, including demographics, geographics, psychographics, behavioral characteristics and technographics, which may be a vital component or components of the 9P's of Marketing. 
          • Once a target market is chosen, the organization can develop its marketing strategies to target a market segment or marketing segments.
          • Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
          • Product and Services: 
            • It's 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.
            • A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
          • Place (Distribution): 
            • Offering the right product at the right PLACE or location, at the right time, at the right price. It's the company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives.  
            • Consider, develop and review store and non-store options, e-commerce and “brick and mortar” factors, geographic considerations, objectives, strategies and tactics, including “Partners, too.” 
          • Price or Pricing:
            • Simply, the amount of money a consumer is willing to pay to obtain the product, but "price" is so much more.  
            • “Pricing” is the sum of the values that customers exchange for the benefits of having or using the product or service. 
            • Pricing decision making involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions. Simply, all aspects regarding pricing. 
            • Pricing includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms. 
          • Promotion: 
            • There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities, under "promotion." . 
            • The activities that communicate the merits of the overall product include:
              • Personal Selling/ Sales Force: Sales persons
                • Helpful hint: Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
              • Advertising is paid media. There's an expression "It is only creative if the product or service sells." I wanted to add "It is only good media spending if it sells." 
              • Sales Promotion
              • Collateral Materials
              • Direct Marketing (also referred to as Action or Direct Response Advertising)
              • Interactive/Internet/Web, Digital Media, Social Media:  
              • Events and Experiences
              • Public Relations/PR
            • Here are some strategic questions under Promotion:
              • Do you need sponsorships, like Papa John's use of the MLB and NFL, which they lost to Pizza Hut. 
              • What should you promote? Strategic copy points. New products? Price and discounting.
              • Evaluate the eight different elements under Promotion and your brand's practices. Ask is there a better way? A different promotional mix. There has to be a better way. 
              • What are your costs in dollars and manpower or person power? Ask "Is there a different way or ways to budget?" 
              • Look at different strategic partners? Their costs?
              • To whom should you target and promote? Under "People/"Targeting, target market, audience with media falls here. Have you noticed that you may watch what you want to watch in TV programing when you want to watch it and anywhere, any screen? That affects media planning. 
              • You can differentiate with price. Discounting? Special sales? What economic and discount levels should you offer? Look at revenue versus costs. 
              • What form or combination of promotion should you offer? Features?
              • How frequent? Add media planning here. 
            • Partners: 
              • Working with others and organizations which take part in an undertaking with another or others, in a business or company with shared risks and profits.
              • Also referred to as Alliances. 
              • With "Partners" and your Marketing efforts, it is vitally important to partner and align with firms that have similar corporate philosophies. Simple but complex and difficult, have agreed upon objectives and strategies.
            • Presentation: 
              • This “P” or “Presentation” is the act of presenting, displaying and putting forward 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.
              • Look at “real” product and service experiences. 
              • Enabling consumers and “allowing” them to feel the brand. As part of "presentation," I also place “events and experiences” under Promotion. 
              • While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with your potential consumers. 
            • Passion:
              • Those intense, driving or overmastering feelings, emotions in the planning, developing, implementing and executions of pricing, promoting, partnering, selling and overall marketing of products or services.

              For more on 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 for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 40+ stimulating questions and answers at Londre Marketing Consultants, LLC. 


              Wednesday, July 18, 2018

              Bird Scooters. Lime Scooters: Blending Product/Service, Price And Place Or Distribution With The 9P’s Of Marketing.

              You can drive around the west side of L.A. 
              You can walk on the west side of L.A. 
              What do you find?  Birds and Limes. Scooters, all over the place.  Really, all over the place.  
              You wouldn’t have seen them a couple of months ago.
              Just read that Bird has a revenue share plan in Santa Monica. A dollar a day which was estimated at $356K plus license fees..
              No-Nest Zones? Did you know that Bird can make riders dump their scooters in specific areas.  What they do is deliver a $1 credit for the rider, for designated areas.  That makes sense since they don’t stand up on the kickstand and businesses don’t want them blocking their front doors or being a safety issue.  

              Need more business, Marketing and advertising insights in 2018? Increase sales and overall revenue?

              Visit here for plenty of insights and examples into Marketing, the 9 P's, targeting or "People," product and services, promotion, pricing, and advertising strategies. Plus true, researched marketing insights and fun, insightful, advertising trivia.

              For the past 48 years, I have been a Marketing professional, a certified Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach and give seminars on Marketing, Super Bowl spots, global Marketing, Promotion and Advertising. 


              I also like giving to MBA candidates, law schools and attorneys my presentations on "What is Marketing? What is Advertising?" 

              Eleven years ago, I created and own a copyright for the Marketing concept, the Nine P’s/9 P's of Marketing ©2007, which augments the Marketing Mix or the 4P's (Product, Price, Promotion and Place) by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.


              There would be plenty of examples of the objectives, strategies and tactics for a marketing class. 


              In the late 60's I was first taught in Marketing 307 that the "customer," or potential purchasers, buyers are king or kings, but they or consumers are missing as one of the P's, in the 4P's. For marketing professionals, the "target market," "People," buyers, potential buyers and users are more prominent. They have their own "P."  It's "People," in the 9P's of Marketing. 

              The Nine P's/9P's of Marketing help brand managers, marketing managers, companies, firms, business owners and business managers to find marketing problems, to identify and create Marketing opportunities or solutions, in a number of areas. 


              The utilization of the 9P's of Marketing help, develop and guide a company or a firm's marketing objectives, strategies, tactics and solutions. 

              The Nine P's can be truly insightful, in many ways and in many possible tactics and actions. They will help build revenue, manage costs more effectively. 


              I consult, teach and work as a Marketing, business and Advertising expert using many Marketing concepts, standards of practice and practices, including the Nine P's/9P's of Marketing.


              So, what is Marketing, you and others may ask? 
              Marketing is a planning and execution process that involves a product or service's attributes, research, distribution, pricing, partnerships or alliances, promotion and more. 

              Not any paid media or advertising.  The promotion of Birds and Limes seems to be their availability or the "negative" stories on the web or in newspapers.


              In my presentations, I detail that advertising is only a small percentage of the answers to marketing problems. For Birds I found sampling programs near us. 

              All of the Marketing activities and tasks must work together to assure successful marketing practices. Firms, associations and companies with the most effective marketing efforts try to thoroughly understand their potential buyers and customers ("People") and the marketplace. 

              Companies and new product/service development pros create products and services to meet market needs. These firms and others use marketing research and channels for understanding and communicating to market segments, a target market or audience ("People" in the 9P's of Marketing).

              In the study and practice of Marketing, Marketing manager and brand agents develop planning, objectives, strategies and tactics. 


              For any size firm and entrepreneurs, the 9P's of Marketing include important components, parts, elements, actions, tactics and efforts. 


              Let's start with planning, research, one of the nine P's and also with targeting, "People," one of the other nine elements or components:

              • Planning: 
                • Planning starts with research and researching. Look at the global use of bikes and scooter sharing programs. 
                • This element of planning in the nine P's is a method for achieving an end, and, looking at the eight other parts, can be a detailed formulation of a program of action. I like using a phrase from John Wooden; he said "Failure to plan is planning to fail."
                • Developing and transforming marketing objectives into marketing strategies to tactics, marketing management and managers must make basic decisions on marketing targets (“People”), marketing mix, pricing, distribution, marketing budgets/expenditures and marketing allocations. 
                • Review dividing the total marketing budget among the various tools in the marketing mix and for the various products, channels, promotion, media and sales areas. And more under the 9Ps of Marketing
              • People 
                • Look and analyze potential, new, existing and repeat customers and users of these bike- and scooter-share programs. 
                • "People" or targeting has almost always been left out of the traditional "Marketing Mix," almost every diagram includes the four P's with Product, Promotion, Place and Price.
                • Place "consumer" or "People" or "potential buyers" in the middle of a circle. Find information or data on them.
                • Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the buyer, "customer," or "People," in both planning ad implementation.
                • To understand your "People" or market segments, it may utilize many characteristics, including demographics, geographics, psychographics, behavioral characteristics and technographics, which may be a vital component or components of the 9P's of Marketing. 
                • Once a target market is chosen, the organization can develop its marketing strategies to target a market segment or marketing segments.
                • Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
                • Product and Services: 
                  • It's 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.
                  • A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
                • Place (Distribution): 
                  • I heard recently that the community bike share programs and scooter programs are having a negative impact on bike stores and companies. 
                  • Place is the offering the right product at the right PLACE or location, at the right time, at the right price. It's the company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives.  
                  • Consider, develop and review store and non-store options, e-commerce and “brick and mortar” factors, geographic considerations, objectives, strategies and tactics, including “Partners, too.” 
                • Price or Pricing:
                  • Simply, the amount of money a consumer is willing to pay to obtain the product, but "price" is so much more.  
                  • “Pricing” is the sum of the values that customers exchange for the benefits of having or using the product or service. 
                  • Pricing decision making involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions. Simply, all aspects regarding pricing. 
                  • Pricing includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms. 
                • Promotion: 
                  • There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities, under "promotion." . 
                  • The activities that communicate the merits of the overall product include:
                    • Personal Selling/ Sales Force: Sales persons
                      • Helpful hint: Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
                    • Advertising is paid media. There's an expression "It is only creative if the product or service sells." I wanted to add "It is only good media spending if it sells." 
                    • Sales Promotion
                    • Collateral Materials
                    • Direct Marketing (also referred to as Action or Direct Response Advertising)
                    • Interactive/Internet/Web, Digital Media, Social Media:  
                    • Events and Experiences
                    • Public Relations/PR
                  • Here are some strategic questions under Promotion:
                    • What should you promote? Strategic copy points.
                    • Evaluate the eight different elements under Promotion and your brand's practices. Ask is there a better way? A different promotional mix. There has to be a better way. 
                    • Look at different strategic partners? Their costs? Are the cities strategic partners? Probably. Especially if you are sharing revenue. 
                    • To whom should you target and promote? Under "People/"Targeting, target market, audience with media falls here. Have you noticed that you may watch what you want to watch in TV programing when you want to watch it and anywhere, any screen? That affects media planning. 
                    • You can differentiate with price. Discounting? Special sales? What economic and discount levels should you offer? Look at revenue versus costs. 
                    • What form or combination of promotion should you offer? Features?
                    • How frequent? Add media planning here. 
                  • Partners: 
                    • Working with others and organizations which take part in an undertaking with another or others, in a business or company with shared risks and profits.
                    • Also referred to as Alliances. 
                    • With "Partners" and your Marketing efforts, it is vitally important to partner and align with firms that have similar corporate philosophies. Simple but complex and difficult, have agreed upon objectives and strategies.
                  • Presentation: 
                    • This “P” or “Presentation” is the act of presenting, displaying and putting forward 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.
                    • Look at “real” product and service experiences. 
                    • Enabling consumers and “allowing” them to feel the brand. As part of "presentation," I also place “events and experiences” under Promotion. 
                    • While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with your potential consumers. 
                  • Passion:
                    • Those intense, driving or overmastering feelings, emotions in the planning, developing, implementing and executions of pricing, promoting, partnering, selling and overall marketing of products or services.

                    For more on 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 for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 40+ stimulating questions and answers at Londre Marketing Consultants, LLC. 

                    Coke Or Pepsi. Pepsi Or Coke.

                    Who was the original sponsor of "American Idol?" Remember the cups on the judging table and the colors?

                    Who is the sponsor of "Uncle Drew?"

                    Ubiquitous logos, product and Pepsi branding in "Uncle Drew." 

                    The branding is everywhere. I mean everywhere. Almost too much.

                    Visit here for more insights and true Marketing and Advertising Trivia.

                    I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.

                    The Nine P's/9P's help identify marketing problems in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions.  The Nine P's are insightful. In Marketing. the "Customer," or potential customers are king, but are missing in the 4P's. There needs to be more focus on the "Customer," or "People." "People," market segments utilizing demographics, geographics, psychographics, behavioral characteristics and technographics are a vital component of the 9P's.

                    I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.

                    In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:
                    • People (Segmentation and Targeting) It's about reaching a target market in a unique ways. 
                    • Product
                    • Place (Distribution)
                    • Price
                    • Planning
                    • Promotion
                    • Partners
                    • Presentation
                    • Passion
                    For more on 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 for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.

                    Coke for "American Idol." and Pepsi for "Uncle Drew." 



                    Monday, July 16, 2018

                    When A Door Closes. Smart Business Move By Amazon. Coming This Holiday Season

                    Toys R Us declared bankruptcy.
                    Toys R Us closed stores.

                    A 411 on toys and what to buy.  You'll know where at a great price. Amazon.

                    Blending Promotion, collateral and sales promotion, under the 9P's of Marketing, it's been reported that Amazon will be printing and distributing a printed toy catalog in Whole Foods and mailing to millions of American homes.

                    Smart move. 

                    Visit here for more insights and true Marketing and Advertising Trivia.

                    I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.

                    The Nine P's/9P's help identify marketing problems in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions.  The Nine P's are insightful. In Marketing. the "Customer," or potential customers are king, but are missing in the 4P's. There needs to be more focus on the "Customer," or "People." "People," market segments utilizing demographics, geographics, psychographics, behavioral characteristics and technographics are a vital component of the 9P's.

                    I consult and teach using the concepts and practices of the Nine P's/9P's of Marketing.

                    In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:
                    • People (Segmentation and Targeting). Potential toy buyers. 
                    • Product
                    • Place (Distribution)
                    • Price
                    • Planning
                    • Promotion
                      • There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities, under "promotion." The activities that communicate the merits of the overall product include:
                        • Personal Selling/ Sales Force: Sales persons
                          • Helpful hint: Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
                        • Advertising is paid media. There's an expression "It is only creative if the product or service sells." I wanted to add "It is only good media spending if it sells." 
                        • Sales Promotion
                        • Collateral Materials
                        • Direct Marketing (also referred to as Action or Direct Response Advertising)
                        • Interactive/Internet/Web, Digital Media, Social Media:  
                        • Events and Experiences
                        • Public Relations/PR
                      • Here are some strategic questions under Promotion:
                        • What should you promote? Strategic copy points.
                        • Evaluate the eight different elements under Promotion and your brand's practices. Ask is there a better way? A different promotional mix. There has to be a better way. 
                        • What are your costs in dollars and manpower or person power? Ask "Is there a different way or ways to budget?" 
                        • Look at different strategic partners? Their costs?
                        • To whom should you target and promote? Under "People/"Targeting, target market, audience with media falls here. Have you noticed that you may watch what you want to watch in TV programing when you want to watch it and anywhere, any screen? That affects media planning. 
                        • You can differentiate with price. Discounting? Special sales? What economic and discount levels should you offer? Look at revenue versus costs. 
                        • What form or combination of promotion should you offer? Features?
                        • How frequent? Add media planning here. 
                    • Partners
                    • Presentation
                    • Passion
                    For more on 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 for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.

                    Sunday, July 15, 2018

                    Real Estate Love Letters. Another Promotional Presentation To A Select Target Market.

                    It's spring and summer.  Great time for buying and selling. 

                    Here's another example but instead of sellers and buyers it's buyers appealing to sellers, with letters. 

                    Remember it's a transaction and much more. Buyers are looking to differentiate. They are inspired to win over the seller's emotional side, with "Love Letters."

                    It's about creativity, copy and presentation. In the copy, letters talk about favorite aspects, schools, design choices, raising their family.


                    Anything to help them express this is the "one." Add "after a long search."  Add that you are serious to close.

                    But it may be just about the numbers. Or not. 


                    How about the 9P's of Marketing and looking for a hope. Finding a home. Selling a home.

                    Need more business, Marketing and advertising insights in 2018? 

                    Visit here for plenty of insights and examples into Marketing, the 9P's, targeting or "People," product and services, promotion, pricing, and advertising strategies. Plus true, researched marketing insights and fun, insightful, advertising trivia.

                    For the past 48 years, I have been a Marketing professional, a certified Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach and give seminars on Marketing, Super Bowl spots, global Marketing, Promotion and Advertising. 


                    I also like giving to MBA candidates, law schools and attorneys my presentations on "What is Marketing? What is Advertising?" I include a couple of real estate examples. 

                    Eleven years ago, I created and own a copyright for the Marketing concept, the Nine P’s/9 P's of Marketing ©2007, which augments the Marketing Mix or the 4P's (Product, Price, Promotion and Place) by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.


                    In the late 60's I was first taught in Marketing 307 that the "customer," or potential purchasers, buyers are king or kings, but they or consumers are missing as one of the P's, in the 4P's. For marketing professionals, the "target market," "People," buyers, potential buyers and users are more prominent. They have their own "P."  It's "People," in the 9P's of Marketing. 


                    The Nine P's/9P's of Marketing help brand managers, marketing managers, companies, firms, business owners and business managers to find marketing problems, to identify and create Marketing opportunities or solutions, in a number of areas. 


                    The utilization of the 9P's of Marketing help, develop and guide a company or a firm's marketing objectives, strategies, tactics and solutions. 

                    The Nine P's can be truly insightful, in many ways and in many possible tactics and actions. They will help build revenue, manage costs more effectively. 


                    I consult, teach and work as a Marketing, business and Advertising expert using many Marketing concepts, standards of practice and practices, including the Nine P's/9P's of Marketing.


                    So, what is Marketing, you and others may ask? 
                    Marketing is a planning and execution process that involves a product or service's attributes, research, distribution, pricing, partnerships or alliances, promotion and more. 

                    In my presentations, I detail that advertising is only a small percentage of the answers to marketing problems. All of the Marketing activities and tasks must work together to assure successful marketing practices. 
                    Firms, associations and companies with the most effective marketing efforts try to thoroughly understand their potential buyers and customers ("People") and the marketplace. 

                    Companies and new product/service development pros create products and services to meet market needs. These firms and others use marketing research and channels for understanding and communicating to market segments, a target market or audience ("People" in the 9P's of Marketing).

                    In the study and practice of Marketing, Marketing manager and brand agents develop planning, objectives, strategies and tactics. 


                    For any size firm and entrepreneurs, the 9P's of Marketing include important components, parts, elements, actions, tactics and efforts. 


                    Let's start with planning, research, one of the nine P's and also with targeting, "People," one of the other nine elements or components:

                    • Planning: 
                      • Planning starts with research and researching. 
                      • This element of planning in the nine P's is a method for achieving an end, and, looking at the eight other parts, can be a detailed formulation of a program of action. I like using a phrase from John Wooden; he said "Failure to plan is planning to fail."
                      • Developing and transforming marketing objectives into marketing strategies to tactics, marketing management and managers must make basic decisions on marketing targets (“People”), marketing mix, pricing, distribution, marketing budgets/expenditures and marketing allocations. 
                      • Review dividing the total marketing budget among the various tools in the marketing mix and for the various products, channels, promotion, media and sales areas. And more under the 9Ps of Marketing
                    • People 
                      • Look and analyze potential, new, existing and repeat customers and users. 
                      • "People" or targeting has almost always been left out of the traditional "Marketing Mix," almost every diagram includes the four P's with Product, Promotion, Place and Price.
                      • Place "consumer" or "People" or "potential buyers" in the middle of a circle. Find information or data on them.
                      • Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the buyer, "customer," or "People," in both planning ad implementation.
                      • To understand your "People" or market segments, it may utilize many characteristics, including demographics, geographics (really important in real estate), psychographics, behavioral characteristics and technographics, which may be a vital component or components of the 9P's of Marketing. 
                      • Once a target market is chosen, the organization can develop its marketing strategies to target a market segment or marketing segments.
                      • Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
                      • Product and Services: 
                        • Remember buying a home does include Marketing, but from my experience, most realtors really just use the term. Ask if they have ever taken a class in Marketing?  Ask them what is is. It's 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.
                        • A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
                      • Place (Distribution): 
                        • Offering the right product at the right PLACE or location, at the right time, at the right price. It's the company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives.  
                        • Consider, develop and review store and non-store options, e-commerce and “brick and mortar” factors, geographic considerations, objectives, strategies and tactics, including “Partners, too.” 
                      • Price or Pricing:
                        • Simply, the amount of money a consumer is willing to pay to obtain the product, but "price" is so much more.  
                        • “Pricing” is the sum of the values that customers exchange for the benefits of having or using the product or service. 
                        • Pricing decision making involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions. Simply, all aspects regarding pricing. 
                        • Pricing includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms. 
                      • Promotion: 
                        • There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities, under "promotion." . 
                        • The activities that communicate the merits of the overall product include:
                          • Personal Selling/ Sales Force: Sales persons
                            • Helpful hint: Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
                          • Advertising is paid media. There's an expression "It is only creative if the product or service sells." I wanted to add "It is only good media spending if it sells." 
                          • Sales Promotion
                          • Collateral Materials
                          • Direct Marketing (also referred to as Action or Direct Response Advertising)
                          • Interactive/Internet/Web, Digital Media, Social Media:  
                          • Events and Experiences
                          • Public Relations/PR
                        • Here are some strategic questions under Promotion:
                          • What form or combination of promotion should you offer? Features?
                          • How frequent? Add media planning here. 
                        • Partners: 
                          • Working with others and organizations which take part in an undertaking with another or others, in a business or company with shared risks and profits.
                          • Also referred to as Alliances. 
                          • With "Partners" and your Marketing efforts, it is vitally important to partner and align with firms that have similar corporate philosophies. Simple but complex and difficult, have agreed upon objectives and strategies.
                        • Presentation: 
                          • This “P” or “Presentation” is the act of presenting, displaying and putting forward 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.
                          • Look at “real” product and service experiences. 
                          • Enabling consumers and “allowing” them to feel the brand. As part of "presentation," I also place “events and experiences” under Promotion. 
                          • While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with your potential consumers. 
                        • Passion:
                          • Those intense, driving or overmastering feelings, emotions in the planning, developing, implementing and executions of pricing, promoting, partnering, selling and overall marketing of products or services.

                          For more on 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 for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 40+ stimulating questions and answers at Londre Marketing Consultants, LLC.