Sunday, September 20, 2020

Super Bowl LV TV Spots Fall Under Which Of The Nine P's Of Marketing?

If you want to buy one it would fall under "Planning," "Presentation" and "Promotion."

How much are they? Well, not much has changed in cost from last year.  The TV spoits are being sold by CBS for $183,333 a second or $5.5 Million, and that doesn't include creative, casting and production. 

Super Bowl LV on CBS. February 7, 2021

With the Covid-19 pandemic, there may or may not be a Super Bowl LV on February 7, 2021.   

TV spots fall under advertising which in under "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 this time helps you position your service/product/solution or offering, by understanding their needs and wants. 
  • 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
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.  

Saturday, September 19, 2020

Week 2: Is it A NFL Penalty To Pump Up Crowd Noise in NFL Stadiums?

Yes, but not in 2020 with the Corona virus pandemic. The league will allow bringing fan noise into stadiums in a year where many teams will have no fans.

There’s a 900-word section in the NFL’s rule book about crowd noise; it’s about too much noise when the visiting team’s offense is on the field. It’s tough to call a play in Seattle with their”12th man” crowd noise and distractions.

NFL teams also have detailed, restrictive instructions from the NFL about ways to generate reaction from their fans.

This year it’s mainly piped in noise.

Especially for those early games in September the NFL has approved up to 70 decibels and have helped the teams with recordings from the past four years of their stadium’s noises.  

It would be a sandal in any other year.  CBS brought up the controversies in Baltimore, with pumped in fad crown noise.

Las Vegas must be a combination of all the crazy fans from the NFL cities.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.  

Friday, September 18, 2020

In The Marketing And Selling Of Insurance, Travelers Or "People" Don't Want Surprises.

A "known" event?

Travel insurance is a "Product," in my nine P's of Marketing, created in 2007. 

There is supply and demand. It's sold to potential purchasers or users. 

It's surely easier to buy insurance than it is to collect. Think about the salesperson selling and their incentive is a commission on your purchase. Sales people and a sales force fall under one of the eight elements under "Promotion."

If you purchase travel insurance you don't want surprises. 

But in 2020 many travelers were and have been surprised: 

Many of the travel policies or travel insurances, purchased before the pandemic, didn’t cover the Covid-19 pandemic we are living through. 

Then there are other travel policies or travel insurances, purchased after the pandemic, which didn't over the coronavirus pandemic.  It was a "known" event. 

Then with group tours, others found that their trip cancellation insurance didn’t cover them. Yikes. 

Too many rules and procedures or call them stipulations. If you are on a group tour which was canceled, the "people," purchaser or the customer had to be the one who had to cancel as a result of an illness or worse.

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

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.


Need a 
deep intuitive understanding into "real" Marketing?  
As a brand manager, entrepreneur, business owner or advertising agency professional, do you need deeper insights into business, Marketing and advertising? 

Visit here for plenty of insights into Marketing. 

I created the 9P's. It's 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. It's interactive. 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 attended Marketing 307 at USC. I learned that the "customer," or potential purchasers, buyers are king or kings, but I discovered that 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. Look at first-time purchasers and repeat buyers. 


For marketing professionals, targeting or the "target market," "People," buyers, potential buyers and users are placed much more prominent in my marketing model and practice.  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. I see opportunities where others see problems. These strategies and tactics 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.  Advertising is a small part of Marketing. 


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, plans, objectives, strategies and tactics. 


For any size firm and new or old 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. Simple or complex observations. 
    • 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 or plan of action. I like using a phrase from Ben Franklin; he supposedly said "Failure to plan is planning to fail."
    • Look at developing and transforming marketing objectives into marketing strategies leading 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 
    • This is targeting or "People;" it 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. No "People." 
    • Place potentials "consumers" 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 and 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 your firm to do more research and planning. 
    • Product and Services: 
      • A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that may 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 may involve buyer perceptions. Simply, this component or element is all of the 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 this time helps you position your service/product/solution or offering, by understanding their needs and wants. 
        • 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. It's about creativity and efficiencies. 
        • 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.  
        • 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? Actual costs? 
      • Partners: 
        • I added Partners to the mix. Under Marketing, it's the working with others, firms and organizations which take part in an undertaking, using the 9P's, with another or others, in a business or function 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 and promote "real” product and service experiences. 
        • This "P" helps you enable 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.  

      Thursday, September 17, 2020

      Halloween Isn’t Just for Kids, With Retailers, Covid-19 And The Little Monsters.

      Welcome, Halloween fans.

      This year will be like no other. Plus, in 2020, Halloween would have had plenty of parties since it’s Saturday night, October 31st.

      According to the National Retail Federation (NRF), Halloween is a $8 Billion holiday. It’s been reported as our second highest holiday in spending, after Christmas.  
      It has appeared in past years that, with the exception of those who never turn on their lights for trick or treaters, more adults than ever celebrate this holiday.

      Candy companies have received some stop or "don't send me so much" orders since the COVID-19 pandemic has affected shopping and there will be less candy looking like Halloween items because if they don't sell they will have to be discounted. 

      I see more candy for families and less of those individually-wrapped candies. Retailers will display and feature Halloween products this year, targeted to all age groups. 

      They have already ordered their wares this past spring and summer, during the pandemic, hoping or begging, for sure, that their Halloween cash registers rings.

      What will sell? In the past we’ve had Halloween greeting cards, screensavers, joke items, costumes, movies, games, as well as Halloween safety supplies.  But it’s hard to celebrate with masks. Or are you already  prepared your costume?  I found plenty of costumes celebrating Mulan, Space Force, Frozen II, Black Widow, Minions, Marshmello, and Baby Gizmo.

      In overall Halloween sales, this year may rival the depressing 2007-2010 financial meltdown. It’s not going to be safe going into neighborhoods, door to door.

      Investors and financial analysts know the retail October sales featuring Halloween will be bad, or low.

      What will the costumes be? Trump? Biden?  For sure not anything racially insensitive.

      One thing I’ve talked about in my classes is the fact that Halloween is now an adult reason to party.  Do a Google search for costumes and you may discover more references for adults than for little guys.

      Last year, adults were also looking beyond basic gear; the search term "sexy Halloween costume" has surged over the past several years.

      To kick off your Halloween party conversations, socially distancing, for sure, let’s do a little background.  In 731 A.D., November 1 was declared All Saints' Day (All Hallows Day). October 31 then became All Hallows Eve, in time shortened to "Halloween."   

      This is may be our weirdest annual celebration, and is even stranger than it seems. Celebrated all over the U.S., it isn’t patriotic or historical.  Unlike Easter, Passover or Christmas, Halloween is not associated with any specific religion, yet it weaves spirituality, life and death together with candy.

      Halloween had been getting more popular, infused with its symbols and scary stories.

      And while it spans all cultures now, some elements of Halloween have a distinctively Native American or Indian heritage.  Unknown to Europeans before Columbus, the pumpkin is one major symbol or image, along with squash, beans and maize. Corn appears in the form of candy corn and the corn stalks used to decorate porches and tables.  The original European jack-o'-lantern, interestingly, was a turnip. Grocers must have loved those additional sales.

      Halloween activities are related to early American harvest festivals, with apple bobbing, hayrides, and games to find a date. The custom of trick or treating was introduced to lessen the number of pranks even in the most conservative rural communities.  The words “Trick or Treat” didn’t appear in the files of Merriam-Webster until the early forties and the practice coincided with population shifts from rural to urban and suburban developments.

      One overriding concept will be: It may not be Halloween without its cartoon characters, monsters and ghosts that will frighten moms---No, it will be the fear of Covid-19 or of disappointing their little monsters.  

      Need a deeper intuitive understanding into "real" Marketing?  

      As a brand manager, entrepreneur, business owner or advertising agency professional, do you need deeper intuitive understandings into business activities, Marketing and advertising? 


      Visit here for plenty of observations and insights into "real" Marketing. 


      I created the 9P's. It's a Marketing framework; it includes multiple strategies and tactics including targeting or "People," planning, product and services, promotion, pricing, partnership actions, "Place," "Passion" and "Presentation." Plus true, researched marketing insights, understandings 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. 


      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. Simple or complex observations. 
        • 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 or plan of action. I like using a phrase from Ben Franklin; he supposedly said "Failure to plan is planning to fail."
      • People 
        • This is targeting or "People;" it 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. No "People." 
          • 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. 
        • Product and Services: 
        • Place (Distribution): 
        • Price or Pricing:
        • 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." . 
            • Personal Selling/ Sales Force: Sales persons. Your sales force. 
            • Advertising is paid media. 
            • 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 insights, ideas, concepts and Marketing solutions: Go to londremarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007

          Specifically you will find them detailed at 9P’s/Nine P’s.

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

          Wednesday, September 16, 2020

          Juul Likes Teens: Online And Retail, Place and People, With 9P's Of Marketing

          Juul's research suggested that the fruity flavors were a prime driver in getting young people to try vaping.

          Under the nine P's of Marketing, an example of "Place," with retail, "People," with teens and Juul's "Product."
          Mint was their most popular of Juul flavors, showing mint’s huge popularity among underage and teenage vapers.
          Mint accounted for about 70% of Juul’s sales in the U.S. May be like "Kools."

          Juul Labs had stopped online sales of their mint “Products,” “Juulpods.”
          They have stopped accepting orders for them, too, from retailers, “Place,” in the 9P’s of Marketing.
          Under "product," Juul Labs announced that they would stop the sale of flavors other than tobacco, mint and menthol.
          Do you need examples of strengthening your pillars of your brand or branding strategies?  

          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.

          Need a 
          deep intuitive understanding into "real" Marketing?  
          As a brand manager, entrepreneur, business owner or advertising agency professional, do you need deeper insights into business, Marketing and advertising? 

          Visit here for plenty of insights into Marketing. 

          I created the 9P's. It's 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. It's interactive. 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 attended Marketing 307 at USC. I learned that the "customer," or potential purchasers, buyers are king or kings, but I discovered that 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. Look at first-time purchasers and repeat buyers. 

          For marketing professionals, targeting or the "target market," "People," buyers, potential buyers and users are placed much more prominent in my marketing model and practice.  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. I see opportunities where others see problems. These strategies and tactics 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.  Advertising is a small part of Marketing. 
          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, plans, objectives, strategies and tactics. 
          For any size firm and new or old 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. Simple or complex observations. 
            • 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 or plan of action. I like using a phrase from Ben Franklin; he supposedly said "Failure to plan is planning to fail."
            • Look at developing and transforming marketing objectives into marketing strategies leading 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 
            • This is targeting or "People;" it 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. No "People." 
            • Place potentials "consumers" 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 and 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 your firm to do more research and planning. 
            • Product and Services: 
              • A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that may 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 may involve buyer perceptions. Simply, this component or element is all of the 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 this time helps you position your service/product/solution or offering, by understanding their needs and wants. 
                • 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: 
                • I added Partners to the mix. Under Marketing, it's the working with others, firms and organizations which take part in an undertaking, using the 9P's, with another or others, in a business or function 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 and promote "real” product and service experiences. 
                • This "P" helps you enable 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 15, 2020

              School? Is There More To Zoom? Your Brand Or Branding? Your Own Personal Branding?

              Zoom gives you a feeling. Back to school?  With Zoom. Image with teacher and with team members. 

              You are branding and have a brand character. 

              Zoom has become a fixed feature of our daily lives, for sure during this pandemic.  You have virtual background options.  Are there branding implications. For sure there are.

              Zoom backgrounds may show your messy office, a boring background or could inject some “brand” personality or “brand” charter.  
              As backgrounds, I have old time personalities like Engineer Bill and Sheriff John plus Soupy Sales and Ed Sullivan from my childhood and teenage years. I have shots from movie sets and family. Photos of sunsets and daybreak. 
              Your’re at home what does your background look like? 
              We can make assumptions if someone just puts up their name or poor photos.
              Need a faux office? West Elm and Modsy offer free backgrounds. one of the nine P's

              I created the 9P's. “Presentation” is one of the nine P's; it's the act of strategically presenting 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.

              They may be symbols or images that represent something; a descriptive or persuasive account (as a sales person of the product or service). Something set forth for the attention of mind.

              While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with consumers. Enabling consumers and “allowing” them to “feel” the brand. 

              You can add a company logo. These backgrounds are examples.

              I’m collecting background for the Zoom calls in meetings and with clients and friends.

              I’m using them less, but I was thinking “what is my brand?”

              Please note: Some Zoom examples are included as visuals.

              Developing a strong brand may be a byproduct.  It comes from doing the other things in the Nine P’s of Marketing... right. 
              Make sure the product or you does excellent work. Be on time. 
              Be sure you are taking good care of the customers and the people and workers around you. 
              While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with consumers. Enabling consumers and “allowing” them to “feel” the brand, which may be YOU. 
              Be sure you understand having the right planning and targeting, the right product, right price, right promotion, right partners, right presentation, with the right amount of Passion in the 9P’s.
              Need a deeper intuitive understanding into "real" Marketing?  

              As a brand manager, entrepreneur, business owner or advertising agency professional, do you need deeper intuitive understandings into business activities, Marketing and advertising? 


              Visit here for plenty of observations and insights into "real" Marketing. 


              I created the 9P's. It's a Marketing framework; it includes multiple strategies and tactics including targeting or "People," planning, product and services, promotion, pricing, partnership actions, "Place," "Passion" and "Presentation." Plus true, researched marketing insights, understandings 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. 


              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. Simple or complex observations. 
                • 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 or plan of action. I like using a phrase from Ben Franklin; he supposedly said "Failure to plan is planning to fail."
              • People 
                • This is targeting or "People;" it 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. No "People." 
                  • 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. 
                • Product and Services: 
                • Place (Distribution): 
                • Price or Pricing:
                • 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." . 
                    • Personal Selling/ Sales Force: Sales persons. Your sales force. 
                    • Advertising is paid media. 
                    • 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 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.