Monday, December 10, 2018

Is It IHOP Or IHOG, As In International House of Green?

For the holidays, Marketers want to turn everything green, as in money and sales.

Well, here's another kind of green, an exclusive at IHOP or IHOb or whatever they want to be known as.

Could be IHOG (International House of Green, with green pancakes promoting the Grinch movie.


Movies are big in "Promotion," one of the nine P's of Marketing. Happy Holidays.


Need to increase sales and overall revenue? 

As a brand manager, entrepreneur, business owner or advertising agency professional, do you need more business, Marketing and advertising insights in 2018 and going into 2019? 

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

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?" 

Eleven years ago, I created and own the 9P's of Marketing. T
he 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 a copyrighted Marketing concept.

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. I expanded and have developed the concepts of the nine P'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, 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:
        • 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: 
        • 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.  Here to help. 

        Sunday, December 09, 2018

        What You Need For A Good Political Poll. Polls, Data And Results You Can Rely Upon.

        With the advent of smart phones and less money for good, effective polling, there's a simple, but complex list which you can read and see if you can rely on a poll, poll data and poll results.

        Look and understand that: 
        • Polls are probabilities, not certainties.
        • Ask who is being interviewed or polled? Are these actual voters, or people who just say they are voting?How many polls were taken. Who took the poll? If it is a partisan organization, is it  only releasing the ones with the results they want?
        • You want to see the questions and how they were worded. Does the wording or copy and question skew the answers and results?
        • Who conducted the polling? The field work? 
        • Was it in person or on the phone? Mall? 
        • The standard margin of error. Because surveys only survey a sample of the population, the pollsters know that the result probably won’t exactly match the “true” result or results. They are not interviewing everyone in the population. A margin of sampling error describes how close they can reasonably expect a survey result to fall, relative to the true population value.? Is the poll released by a partisan organization or group?
        • Who paid for it? If it was a newspaper with their revenue falling from lack of advertisers their participation is far less likely.
        • In some states like Florida, NY and California there are large numbers who do not speak fluent English
        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)
          • Look and analyze potential, new, existing and repeat customers and users. Under Marketing and polling you need to develop a group to encourage to buy or poll. 
          • "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. 
        • Product
        • Place (Distribution) Where are you conducting the survey or polling? 
        • Price
        • Planning
        • Promotion
        • 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.

        Saturday, December 08, 2018

        Starbucks Plans To Trim 5% Of Corporate Staff...The Reason?

        This one was reported in the WSJ, Wall Street Journal.  Starbucks plans to lay off staff. 

        Why?  The reason falls under "people," in the 9P's of Marketing.  The WSJ says Starbucks is struggling in attracting new and repeat customers. Who's left? 

        I'd add another reason. Could it be the increased pricing, or "price," under the 9P's? 

        Or a combination. 

        Need to increase sales and overall revenue? 

        As a brand manager, entrepreneur, business owner or advertising agency professional, do you need more business, Marketing and advertising insights in 2018 and going into 2019? 

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

        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?" 

        Eleven years ago, I created and own the 9P's of Marketing. T
        he 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 a copyrighted Marketing concept.

        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. I expanded and have developed the concepts of the nine P'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. Starbucks is looking more at rends and changing consumer habits.
          • Plus they are looking at technology and store development. 
          • 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 
          • Starbucks has an app and it's open to more than their "reward" customers. 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: 
            • For Starbucks, mornings are better than afternoons or evenings for sales. 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): 
            • Starbucks is also trying to cater to customers on the go. 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. 
              • 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: 
              • 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.  Here to help. 


              Friday, December 07, 2018

              This Blog Post Involves Service, Regulations, Pre Boarding,Customers Or People, Under The 9P's, With Nut Allergies

              Many airlines have reacted to customer inquiries, consumer health complaints plus Department of Transportation (DOT) complaints regarding nut-allergic customers. 

              For American Airlines (AA) and others, there will be new pre-board airline policies, announced at the gate, starting on December 12th.

              These announcements will involve everyone at the gate and specifically involve allergy sufferers 

              An example, in the past, the airlines have gone to pretzels instead of peanuts. But wait there is more coming. 

              American Airlines doesn’t serve peanuts on board in economy but does serve nuts in their premium cabins.

              Now there will be pre boarding policies, announced at the gate, so that these “specific” customers can wipe down surfaces to prevent or help prevent health issues, with their nut allergies. 

              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)
                • 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
              • Place (Distribution)
              • Price
              • Planning
              • Promotion: 
                • Communicating new messages, policies, there are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities. 
                • The activities that communicate the merits of the overall product include:
                  • Personal Selling/ Sales Force: Sales persons
                    • Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
                  • Advertising: 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
              • 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.

              Thursday, December 06, 2018

              Moving A Date For A Movie In 2019: Sony's Manson Murders' Movie Titled “Once Upon a Time.”

              Timing is important in opening a movie because of movies opening the week earlier, the movies opening the next weekend and the movies opening the same weekend. It's about building momentum and box office. 

              It was last July 2018, about one year in advance, that Sony moved a date for the release of their Manson Murders related movie, titled “Once Upon a Time.” 

              A reason given for the move is that they didn't want even more controversy by releasing their movie on the 50th anniversary of murders by Charles Manson and his people. 


              Sony had originally set the release of "Once Upon a Time,” for August 2019. It was scheduled for Friday August 9, 2019. That would have been the 50th anniversary of the murders of actress Sharon Tate and four others on Cielo Drive in the Hollywood Hills. 


              Need more business, Marketing and advertising insights in  2019? 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 
                • 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:
                    • 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: 
                    • 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.