Wednesday, September 18, 2019

What Is Promotion. What Are Some Strategic Questions, Under "Promotion," in The Nine P's Of Marketing

 I created and developed the 9P's of Marketing. I teach and consult that there are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities, under just one of the P's---"Promotion." 

Promotion are the activities that communicate the merits of the overall product include:
      • Personal Selling/ Sales Force: Sales persons. Your sales force. 
        • Helpful consulting tip or 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
What some strategic questions under Promotion? 
      • What should your company promote? Strategic copy points, for your product or service.
      • 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, your promotional dollars?" 
      • 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 programming 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 concern.  
    • Do you need examples of strengthening your pillars of your brand strategy?  Branding?   

      Do you have the responsibility and the need to increase sales and overall revenue?  

      Do you need a better understanding of all areas of Marketing? The nine P's of Marketing give you framework for success. 

      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 in court.

      As a brand manager, entrepreneur, business owner or advertising agency professional, do you need more business, Marketing and advertising insights? 

      Visit here for plenty of insights into Marketing. 

      The 9P's is a framework; it includes targeting or "People," planning, product and services, promotion, pricing, partnership strategies, "Place," Passion and Presentation. Plus true, researched marketing insights and fun, insightful, advertising trivia.

      For the past 48 years, I have been a Marketing professional, a certified, credentialed Forensic Litigation consultant (CFLC), a Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach and give seminars on Strategic Marketing, the nine P's of Marketing, Branding, Super Bowl spots, Global Marketing, Promotion and Advertising. 

      I also present to MBA candidates, law schools and attorneys my  "What is Marketing? What is Advertising?" lecture and talk.  I have plenty of examples. This semester I I will be presenting at Loyola Law School, Pepperdine University and Woodbury University. 

      Twelve years ago, I created and own the marketing objectives, strategies and tactics practice of the 9P's of Marketing. T
      he Nine P’s/9 P's of Marketing ©2007 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 a copyrighted Marketing concept. I've added "People," "Passion," "Planning" and "Partners" and "Presentation." 

      In the late 60's I was first taught in Marketing 307 at USC that the "customer," or potential purchasers, buyers are king or kings, but potential consumers are missing as one of the P's. With the addition of "People," I expanded and developed the additional concepts under the nine P's. 

      For marketing professionals, targeting or the "target market," "People," buyers, potential buyers and users are more prominent in my marketing model or theory. These potential buyers have their own "P."  It's "People," in the 9P's of Marketing. 

      The utilization of the 9P's of Marketing helps, develops and guides 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. 

      So, 
      you and others may ask "What is Marketing?" 

      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 Marketing presentations and talks, 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. 
      Companies, firms and associations with the most effective marketing efforts try to thoroughly understand their potential purchasers, buyers and customers ("People") in your marketplace. 

      Companies and new product/service development pros create products and services to meet market needs. Solving consumer "problems." 

      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 managers 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 as in Marketing Planning and Reseach: 
        • 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; your insights can start a detailed formulation of a program of action. I like using a phrase Benjamin Franklin supposedly once said:“If you fail to plan, you are planning to fail.”
        • Look at 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 there's more under the other 9Ps of Marketing
      • People 
        • "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.
        • Look and analyze your potential, new, existing and repeat customers and users. 
        • To understand your "People" or your market segments, you may need to utilize many characteristics, including:
          • Demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, generation, nationality, social class (is also sometimes put under psychographics.)
          •  Geographics (By region, city, metro size, density, climate; plus, by countries and territories.)
          • Psychographics (Social class--Lower lowers to Upper uppers. Social class is also under demographics; Lifestyle-- achievers, strivers, and strugglers; Personality-- Compulsive, gregarious, authoritarian, and ambitious; Lifestyles/Attitudes/Interests and Opinions)
          • Behavioral (Occasions (regular occasions, special occasions, holidays, vacations); Orange juice for breakfast, Mother’s Day, Father’s Day; Benefits (quality, service, economy, convenience, speed---Quality, Time, Money); User status (nonuser, ex-user, potential user, first-time user, regular user); Usage rate (light, medium, heavy user); Loyalty status (none, medium, strong, absolute); Readiness attitude toward product (aware, interest, desire, intending to buy); Attitude toward product (enthusiastic, positive, indifferent, negative, hostile). 
          • Technographics or technographical characteristics. Understand your potential consumer. Remember, in the back of your mind, that the reason technology is phenomenal is because it displaces years, or centuries, of previous technology. Consumers may or may not have the skills. Think employees here too. The reason technology skills are transitory is because they will almost certainly be displaced, too.  Think employees here too, 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 or second step, which may need for your firm to do more research and planning. . 
        • Product and Services: 
          • It's 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.
          • 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.
        • Place (Distribution): 
          • Consider, develop and review store and non-store options, e-commerce and “brick and mortar” factors, geographic considerations, objectives, strategies and tactics, including with your “Partners, too.” 
          • It's your offering of 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.  
        • Price or Pricing:
          • Simply it's 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 or "Price" also includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms. 
        • Promotion: 
          • The activities that communicate the merits of the overall product include:
            • Personal Selling/ Sales Force: Sales persons. Your sales force. 
              • Helpful consulting tip or 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
          • 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 displaying, using, presenting, and putting forward any of your efforts utilizing the other 9P’s© and/or components to your customers, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, partners, and/or others.
            • Be sure to look for real” product and service experiences. 
            • This "P" helps you enabe 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:
            • This "P" are 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.  

        Tuesday, September 17, 2019

        Interesting. All Females. Woman Only Adventure Tours By OAT Or Overseas Adventure Tours

        Marketing segmentation falls under "People," in the nine P's of Marketing.

        This is "marketing, promotional" sign of the times. My example is women only tours. 

        Companies have collected information and data for as long as I have taught marketing. 

         As a marketing professional, brand manager, client or marketing manager start by connecting the dots about your potential consumers, actual consumers and users. You want to acquire or find prospects and nurture them with your Marketing variables

         “People” is the concept I crate of attracting, engaging and converting your potential customers or prospects from the beginning of the process to purchase.

        My example falls under "demgraphics. There are infinite reasons to travel.  So OAT has developed small groups or travel companions.  But the bond is that their fellow travelers are all  females. Since on our last trip was approximately 85% women, the idea of their nEW women-only departures by land and sea came from research and the numbers. .

        "People" in the 9P's is your set of buyers/purchasers, which is named a “target market;” a set of buyers who share common needs or characteristics that the company decides to serve. Market targeting can be carried out at several different levels.

        A target market is a particular group of consumers at which a product or service is aimed. A product focusing on a specific target market contrasts sharply with one following the marketing strategy of mass marketing.  In our analysis and thinking, a target audience would be a media term; target market is a marketing term.

        Defining a target market requires market segmentation; the process of segmenting the entire market as a whole and separating it into manageable units based on:
        •  Demographics (Age, sex, family size, family life cycle, gender, income, occupation, education, religion, race, generation, nationality, social class (is also sometimes put under psychographics.)
        • Geographics (By region, city, metro size, density, climate; plus, by countries and territories.)
        • Psychographics (Social class--Lower lowers to Upper uppers. Social class is also under demographics; Lifestyle-- achievers, strivers, and strugglers; Personality-- Compulsive, gregarious, authoritarian, and ambitious; Lifestyles/Attitudes/Interests and Opinions)
        • Behavioral (Occasions (regular occasions, special occasions, holidays, vacations); Orange juice for breakfast, Mother’s Day, Father’s Day; Benefits (quality, service, economy, convenience, speed---Quality, Time, Money); User status (nonuser, ex-user, potential user, first-time user, regular user); Usage rate (light, medium, heavy user); Loyalty status (none, medium, strong, absolute); Readiness attitude toward product (aware, interest, desire, intending to buy); Attitude toward product (enthusiastic, positive, indifferent, negative, hostile).
        • Technographics or technographical characteristics. Understand your potential consumer. Remember, in the back of your mind, that the reason technology is phenomenal is because it displaces years, or centuries, of previous technology. Consumers may or may not have the skills. Think employees here too. The reason technology skills are transitory is because they will almost certainly be displaced, too.  
        All female trips can be found here. I would have a cost-saving reference cod. Just email me from Londre Marketing Consultants, and check Other.  

        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:

        1. Planning and Research
        2. People (Segmentation and Targeting)
          • 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. 
          • To understand your "People" or market segments, it may utilize many characteristics, including demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographics, psychographics (buyers are on basis of psychological/personality traits, lifecycle, values), behavioral characteristics (needs and benefits, decision roles, user and usage-related variables, occasions, user status, usage rate buyer-readiness stage, loyalty status, attitude and multiple bases) and technographics (potential buyers may or may not have the software and computer skills. Think employees here too.) 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. 
        3. Product and Services
          • It's the goods and service combination the firm offers to the target market ("People," 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.
        4. Place (Distribution)
        5. Price or Pricing
        6. Promotion
        7. Partners:
          • Partnerships and teams that feel a connection to the work and the purpose are going to speak far more passionately together and to their “people,” and with far more influence.
          • 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.
        8. Presentation
        9. 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 assist. All the best.


        Monday, September 16, 2019

        What Is a Leap Year? Next One February 29, 2020

        What Is a Leap Year? Leap years have 366 days, not 365.

        One complete orbit around the is 365.24 days. So, nearly every four years it’s a leap year which has 366 days. A “common” year as 365. in the Gregorian calendar.

        Our next Leap year is 2020, and day will be February 29, 2020.

        When is the next leap year? Next leap day is February 29, 2020. Our last leap day was February 29, 2016.

        Why do we add leap years? Leap years are needed to keep our modern day Gregorian calendar in alignment with the Earth's revolutions around the sun.

        Which years are leap years? Almost every four years. We add a Leap Day on February 29, The leap day is an extra day, we add it to the shortest month of the year, February.


        Another reason for a retail sales?

        Do you need examples of strengthening your pillars of your brand or branding strategies?  

        Do you need a better understanding of all areas of Marketing? 

        Do you have the responsibility and the need to increase sales and overall revenue?  

        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 in court.

        As a brand manager, entrepreneur, business owner or advertising agency professional, do you need more business, Marketing and advertising insights? 


        Visit here for plenty of insights into Marketing. The 9P's is a framework; it includes targeting or "People," planning, product and services, promotion, pricing, partnership strategies, "Place," Passion and Presentation. Plus true, researched marketing insights and fun, insightful, advertising trivia.

        For the past 48 years, I have been a Marketing professional, a certified, credentialed Forensic Litigation consultant (CFLC), a Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach and give seminars on Strategic Marketing, the nine P's of Marketing, Branding, Super Bowl spots, Global Marketing, Promotion and Advertising. 


        I also present to MBA candidates, law schools and attorneys my  "What is Marketing? What is Advertising?" lecture and talk.  I have plenty of examples. I have been to UCLA School of Law and at Pepperdine University this semester. 

        Twelve years ago, I created and own the marketing objectives, strategies and tactics practice of the 9P's of Marketing. T
        he Nine P’s/9 P's of Marketing ©2007 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 a copyrighted Marketing concept. I've added "People," "Passion," "Planning" and "Partners" and "Presentation." 

        In the late 60's I was first taught in Marketing 307 at USC that the "customer," or potential purchasers, buyers are king or kings, but potential consumers are missing as one of the P's. With the addition of "People," I expanded and developed the additional concepts under the nine P's. 


        For marketing professionals, targeting or the "target market," "People," buyers, potential buyers and users are more prominent in my marketing model or theory. These potential buyers have their own "P."  It's "People," in the 9P's of Marketing. 

        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. 

        So, 
        you and others may ask "What is Marketing?" 

        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 and talks, 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") in your marketplace. 

        Companies and new product/service development pros create products and services to meet market needs. Solving consumer "problems." 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 managers 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 or Simply Marketing 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; your insights can start a detailed formulation of a program of action. I like using a phrase Benjamin Franklin supposedly once said:“If you fail to plan, you are planning to fail.”
          • Look at 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 there's more under the other 9Ps of Marketing
        • People 
          • "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.
          • Look and analyze your potential, new, existing and repeat customers and users. 
          • To understand your "People" or your market segments, you may need to utilize many characteristics, including:
            • Demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class).
            • Geographics
            • Psychographics (buyers are on basis of psychological/personality traits, lifecycle, values)
            • Behavioral characteristics (needs and benefits, decision roles, user and usage-related variables, occasions, user status, usage rate buyer-readiness stage, loyalty status, attitude and multiple bases) and
            • Technographics (potential buyers may or may not have the software and computer skills. 
            • Think employees here too.) 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 or second step, which may need for your firm to do more research and planning. . 
          • Product and Services: 
            • It's 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.
            • 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.
          • Place (Distribution): 
            • Consider, develop and review store and non-store options, e-commerce and “brick and mortar” factors, geographic considerations, objectives, strategies and tactics, including with your “Partners, too.” 
            • It's your offering of 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.  
          • Price or Pricing:
            • Simply it's 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 or "Price" also includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms. 
          • Promotion: 
            • I teach and consult that 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. Your sales force. 
                • Helpful consulting tip or 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
            • What some strategic questions under Promotion? 
              • What should your company promote? Strategic copy points, for your product or service.
              • 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, your promotional dollars?" 
              • 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 programming 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 concern.  
            • 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 displaying, using, presenting, and putting forward any of your efforts utilizing the other 9P’s© and/or components to your customers, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, partners, and/or others.
              • Be sure to look for real” product and service experiences. 
              • This "P" helps you enabe 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:
              • This "P" are 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.  

              Sunday, September 15, 2019

              Some Fresh Thought On Marketing's Purchase Funnel. But First, What Is it?

              It is the path the company's prospective or the consumers, or "People," under the nine P's of Marketing. 

              The purchase funnel or purchasing funnel  is a consumer focused marketing model. I like using the 9P’s of Marketing and consumers are potential customers of “People,” under my 9P’s. The funnel features or illustrates the customer’s journey towards the purchase of a product or service (“Product is another of the nine P’s of Marketing.)

              Waterfall marketing is another marketing model or method It’s simply marketing planning. It's a fluid process, and why the reference to waterfall, where one idea flows right into the other until your customer or your “People” or potential customers wind up in the “pool” of fans, ready for the process to repeat. The plan is linear and sequential. 

               
              The consumer process which flows steadily downward, waterfall fashion, through set phases.

              Here are my fresh ideas, new thoughts on the purchase funnel.    
               I'm doing a research study right now that involves "profitable" customers and customers whose costs outweigh their revenue. They may be called "problem" clients. or in a staff meeting with finance and marketing--they may be labeled "problem children."
              • With Google search, and a variety of "people's" background under demographics, geographics, psychographics, behavior characteristics plus technographics, no two potential customers follow the same path in the marketing or sales funnel.
              • It's not a liner path. But it's a concept to help you do marketing planning and promotion. There's a big difference in buying a new car, a used car. Or think about guys buying beer or women purchasing cosmetics.
              • How many brands are in the purchaser's funnel. In the marketplace? Being considered?
              • What the "price.?"
              • Is the search using both mobile and a desktop? More room on a desktop. 
              • Are the potential clients looking for product demonstrations and/or product tests on YouTube? 
              • If you are looking at travel, there is a major difference between domestic and international. 
              • Review "Product," for sure under my 9P's of Marketing


              Need examples of strengthening your pillars of brand or branding strategies?  

              Better understanding of Marketing?  Do you have the responsibility and the need to increase sales and overall revenue?  

              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.

              As a brand manager, entrepreneur, business owner or advertising agency professional, do you need more business, Marketing and advertising insights? 

              Visit here for plenty of insights and examples into Marketing, the 9P's, targeting or "People," product and services, promotion, pricing, and partnership 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 Strategic Marketing, the nine P's of Marketing, Branding, 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 have plenty of examples. I will be using it at UCLA School of Law and at Pepperdine this semester. 

              Twelve years ago, I created and own the marketing objectives, strategies and tactics of the 9P's of Marketing. T
              he Nine P’s/9 P's of Marketing ©2007 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 a copyrighted Marketing concept.

              In the late 60's I was first taught in Marketing 307 at USC that the "customer," or potential purchasers, buyers are king or kings, but potential consumers are missing as one of the P's. With the addition of "People," I expanded and developed the concepts of the nine P's. 

              For marketing professionals, the "target market," "People," buyers, potential buyers and users are more prominent in my marketing model or theory. These potential buyers 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 their marketing problems, to identify and create Marketing opportunities or solutions, in your marketplace.

              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. 

              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") in your marketplace. 

              Companies and new product/service development pros create products and services to meet market needs. Solving consumer "problems." 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 or Simply Marketing Planning: 
                • Plenty of issues for waterfall marketing under 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 your 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 (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographics, psychographics (buyers are on basis of psychological/personality traits, lifecycle, values), behavioral characteristics (needs and benefits, decision roles, user and usage-related variables, occasions, user status, usage rate buyer-readiness stage, loyalty status, attitude and multiple bases) and technographics (potential buyers may or may not have the software and computer skills. Think employees here too.) 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 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.
                  • 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.
                • Place (Distribution): 
                  • 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.” 
                  • It's your offering of 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.  
                • Price or Pricing:
                  • Simply it's 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: 
                  • I teach and consult that 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. Your sales force. 
                      • Helpful consulting tip or 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
                  • What some strategic questions under Promotion? 
                    • What should your company promote? Strategic copy points, for your product or service.
                    • 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, your promotional dollars?" 
                    • 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 programming 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 concern.  
                  • 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 for 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.

                    As the ending written by Margaret Atwood for “The Handmaid’s Tale,” "Are there any questions?"
                    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.  

                    Here to help.