Sunday, October 25, 2020

What Was Up For Quibi? Sponsors Take A Hit?

For sure, shutting down Quibi, the sponsors and partners took a hit. They didn't deliver and Quibi was still negotiating with advertisers, last month, about how it could meet their client's advertising campaign expectations.

Tough to put up a lot of media money and not get much it. And by shutting own in October., the ad commitments were through April 2021.

Quibi was an unproven streaming platform.

Clever product and designed for mobile. Closed down with "Promotion" of 
$150 Million in advertising commitments to run through April 2021. Ouch 

Super Bowl spot in February and launched in April.

Quibi had ten strategic "partners," sponsors and more. Quibi raised $1.75 Billion for producing programming (shows less than 10-minutes in length).  

They weren’t reaching their clients or sponsor media goals and commitments. Their "big-time" "partners" included P&G, Walmart, Progressive, T-Mobile, Google, Taco Bell, Anheuser-Busch InBev, General Mills, and PepsiCo.

A short-run.

Quibi, short for “quick bites,” as in "quickly gone." Started poorly with a bad Super Bowl spot. Never really explained what consumers would get. From a very expensive spot in the Super Bowl LIV to closing down. .

Quibi had a unproven streaming platform. Their entertainment backers and partners were Disney, Sony, Alibaba, Viacom,-CBS and AT&T's WanerMedia, 

For more on Marketing insights, ideas, concepts and 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, October 24, 2020

Part Of The 9P's: What Auto Maker Has More U.S. Hourly Workers Or Employees?

Part of "Planning," "Product," "Promotion," "Place" and "Presentation" in the nine P's of Marketing.

They use several shots from auto factories, homes, highways and the road. The answer comes from a Ford TV spot differentiating the Ford brand from other car brands.

Ford also assembles more vehicles in America than any other auto maker. Another strategic advertising copy point.

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: 
      • Simply ad with presentation Ford is selling their workers and assembling more autos in the U.S. 
      • 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. Ford is using 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. 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.  


        Friday, October 23, 2020

        Part Of “Presentation," Under The 9P's Of Marketing: Be A Good Brand: Give Your Employees And Work Teams Election Day Off.

        Or part of it.

        Election Day has been on everyone’s mind lately. Using “Promotion” and “Presentation,” improve your brand. Let your employees vote. 

        What is “Presentation?”

        Under the 9P’s “Presentation” is looking at “real” product and service experiences.  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.

        It 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.


        You can plan to
        talk to your team tomorrow or this week. Let your employees participate in our democracy and make a difference.

        Just do it.

        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, October 22, 2020

        Quibi, A Flop?

        Quibi was never promoted right, from its introductory spot in the Super Bowl, in February. 

        Quibi, a flop, yes. They didn't deliver and Quibi was still negotiating with advertisers, last month, about how it could meet their client's advertising campaign expectations.

        Quibi will shutdown. It’s demise marks one of the entertainment industry’s ugly failures. I've been right from the start with my prediction. 

        Quibi has done and did a poor job communication and promotions their "product" or service to potential advertisers and potential users. 

        Quibi had a unproven streaming platform. Their entertainment backers and partners were Disney, Sony, Alibaba, Viacom,-CBS and AT&T's WanerMedia, Advertisers included Walmart, P&G, Pepsi, Google and more. There were %150 Million in ad commitments which will not be delivered. 

        While spending $58.5 million in national TV advertising, including in this year's Super Bowl and Oscar programming, potential users may not know about it or like the product. 

        What is it? It's a subscription-based streaming platform designed to deliver short-form scripted and unscripted content to your smart phone. Quibi "shows" are about seven to ten minutes long.

        In this year's Super Bowl, Quibi's first TV spot was poorly received and communicated.  Bad planning, creative and execution.  Take a look. Do you agree? 

        Quibi paid approximately $5.5 Million, not including expensive production and casting in the Super Bowl. Didn't communicate what the product was. New products can't spend that kind of money on bad advertising. 
        Every year I present the Super Bowl spots at a couple of schools. I present the spots and my 9P's of marketing.

        I and the classes rated the Quibi spot as one of the worst this year in Super Bowl and this introduction set in motion a terrible, unimpressive launch of a product that many are not aware of or understood. 

        Right out of the starting gate they didn't know how to promote and advertise this product and with the lack of audience it may never be a source of client advertising dollars. 

        One of the ratings services showed that Quibi's “Bank Heist” being the fourth-worst-rated out of the game's total 62 ads, with a rating of 4.4. 

        Awful new product introduction and launch to both potential advertisers and users. 

        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, October 21, 2020

        Marketers and Advertisers Use Celebrities For Many Reasons. Why? With Examples.

        There are many reasons, including attracting attention; improving a company or product’s images; boosting a company or product’s awareness; breaking through clutter in the marketplace; exploiting the celebrity’s popularity; increasing sales.

        Have the star and celebrity appear in company meetings and events.

        Some examples: 

        Nextbite, the delivery-only restaurant marketplace, is using Wiz Khalifa.

        In 1992, McDonald’s had the McJordan, obviously with Michael Jordan. 
        Today, McDonald’s has two new meals named after the rapper, Travis Scott, and the Latin pop star, J Balvin.

        Dunkin’ introduced their “The Charli” after Charli D’Amelio.

        What is "Promotion," under the 9P's of Marketing? 

        I teach and consult that there are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities, under "Promotion." .The activities that communicate the merits of the overall product include:

        1. Personal Selling/ Sales Force: Sales persons. Your sales force. 
        2. 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."
        3. Sales Promotion
        4. Collateral Materials
        5. Direct Marketing (also referred to as Action or Direct Response Advertising)
        6. Interactive/Internet/Web, Digital Media, Social Media:  
        7. Events and Experiences
        8. Public Relations/PR
        What some strategic questions under Promotion? 
        1. What should your company promote? Strategic copy points, for your product or service.
        2. Evaluate the eight different elements under Promotion and your brand's practices. 
        3. Ask is there a better way? A different promotional mix. There has to be a better way. It's about creativity and efficiencies. 
        4. To whom should you target and promote? 
        5. 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.
        6. You can differentiate with price. Discounting? Special sales? What economic and discount levels should you offer? Look at revenue versus costs. 
        7. What form or combination of promotion should you offer? Features?How frequent? Add media planning concern. 
        8. What are your costs in dollars and manpower or person power? Ask "Is there a different way or ways to budget, your promotional dollars?" 
        9. Look at different strategic partners? Their costs? Actual costs? 

          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, October 20, 2020

          What Lies Ahead Can Kill You. Are We Seeing And Experiencing "Pandemic Fatigue?"

          It's was only last spring into our summer into the fall. 

          The United States has now gone over 8,000,000 known cases of Covid-19 and the bad news is that there are tens of thousands of new cases. 

          This isn’t good news with 18 states adding more new coronavirus infections during the last seven days stretch ending last Friday. That’s more  than in any other week of the pandemic. Coronavirus fatigue? Covid-19 tiredness?

          Do we have pandemic fatigue?

          Early on many hunkered down and cancelled family gatherings. Weddings. Mini and big vacations.

          But now we are falling into a weird time. Football is back. Different parts of the USA are more open than they should be. Is it  

          It’s lethargy. Tiredness.  I see on my daily walk. It's with the people not even wearing a mask. Or they have it on their chin and then take their hand place it on chin and mask and not move it as you walk by.

          Sadly, cases are up. 

          It’s a challenge. It’s about exhaustion and impatience as new risks and as cases soar in parts of America and parts of the world.

          It’s a challenge to convince people to continue to be safe. And to slow down the virus. Be socially distant.

          Wear a mask. Really it's about slowing down the spread that could be even worse than before.

          We need consumer behavior to change and we need marketing and promotion. 

          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? 

          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.  


          Monday, October 19, 2020

          Advertising: "Partners," under The 9P’s: Lyft and Taxis. Are They Not Competitive?

          A new type of alliance. It’s in New York. Cabs? Lyft. Many thought they were competitors. Here's advertising and ads linking them together. 

          While there are plenty of options for media spending and impact Lyft is using New York cabs, their advertising platform of Halo.

          Using digital video displays on cabs, they are promoting Ava DuVernay's “Array." 
          They are promoting the art and advertising work of local minority artists and creators.

          Under planning and presentation they are also donating 10% of its media inventory to minority creators.

          Most times Marketers can’t create customer value and build customer relationships only by themselves. They work closely with partners and alliances outside the firm, and with other company departments (inside partners).

          Partnerships and teams that feel a connection to the work and the purpose are going to speak far more passionately together and to your or their “people,” and with far more influence.

          A joint partnership; the joint relationships, partnerships and strategic alliances: The relationship existing between two parties; a relationship resembling a legal partnership and usually involving close cooperation between parties having specific and joint rights and responsibilities as a common enterprise. Usually plural or “Partners,” not Partner. Great work can be the result of great partnerships.

          For more on insights, ideas, concepts and Marketing solutions: Go to londremarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007

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

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


          Sunday, October 18, 2020

          What About Mobcrush and Twitch And Advertising? Selling Paper Towels, Potato Crisps, Soft Drinks And Cars?

          I'm talking about technology and entertainment at the epicenter of gaming, live streaming, advertising and introducing new products with creator-driven "gaming" platforms.  Part of a media revolution or adding media options.

          In the past four (4) weeks I have given several presentation to business and law classes on "What is Marketing? What is Advertising" 

          I created this Marketing and Promotion presentation when I saw several business owners, business students, attorneys and others use the terms or words of "Marketing and "advertising" interchangeably.  They are not to be used or shouldn't be used in place of each other. 

          That's why I created the 9P's of Marketing. As one of the nine P's of Marketing, "Promotion" the concept includes eight categories or major variables. Advertising is just one of them.  

          I have  list on my website of 240+ media vehicles.  So I added a new one on promoting, partnering, selling and overall marketing of products or services:

          I see companies and advertisers teaming up and partnering with companies like Mobcrush and Amazon's Twitch. 

          I see Pringles, Bounty, Pepsi and Doritos using Twitch and I see Hyundai using Mobcrush to promote a new car ,Elantra.

          What some strategic questions under Promotion? 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. 

              • 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. 
              • 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? 

            It's not always about promotion. You can differentiate with price. Discounting? Special sales? What economic and discount levels should you offer? Look at revenue versus costs. 

            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, October 17, 2020

            What’s A DMA? Looking At Geography or Geographics And “People,” Under The 9P’s Of Marketing?

            A DMA is a Designated Marketing area. 

            It’s a geographic area that represents specific television markets as defined by the ratings firm, Nielsen Company.

            It may be too large for many marketers and advertisers. It lacks geographic customization. In a word or two "fine tuning."
            Companies have collected information and data for as long as I have taught marketing. As a marketing professional, brand manager, client or marketing manager start by connecting the dots about your potential consumers, actual consumers and users. 
            For me, “People” is the concept of attracting, engaging and converting your potential customers or prospects from the beginning of the process to purchase.
            You want to acquire or find prospects and nurture them with your Marketing variables. 
            Look how consumer’s shopping behaviors or “people,” in my 9P’s; they have changed. Look at drive times, where people live and work. Review your store locations and define your potential shoppers into custom trade areas. Also review media costs.  
            Defining a target market requires market segmentation; the process of segmenting the entire market as a whole and separating it into manageable units based on:
            • Demographics. Demographic market segmentation is looking at the potential or actual buyer’s age, family size, race, occupation, generation, religion, gender, family lifecycle, ethnicity, nationality, income, education, social class. Demographics may be segmented into several markets to help an organization target its consumers more effectively
            • Geographic segmentation could be nation, country, region, city, density, climate. 
            • Psychographics is the science of dividing into groups on psychological /personality traits, lifestyle, or values. People in the same demographic groups may be very different in their psychological profiles. 
            • Behavioral segmentation, marketers divide buyers into groups on the basis of knowledge of, attitude, use of or response to a product or service. User status could include occasions, nonusers, ex-users, readiness to buy and loyalty status. Could be enthusiast, traditionalist, or overwhelmed just to name three. 
            • Technographics or technographical characteristics. Understanding your potential consumer. Remember, in the back of your mind, that the reason technology is phenomenal is because it displaces years, or centuries, of previous technology. Consumers may or may not have the skills. Think employees here too. The reason technology skills are transitory is because they will almost certainly be displaced, too. 
            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, October 16, 2020

            Covid-19: Every Day There Are More Questions For The NFL

             A lot of questions for the NFL...What is the Product? A lot of questions? A lot of balls up in the air?

            "Product" is a marketing term, with branding implications for the league and the teams.

            Product is that combination of goods and service the NFL is offering to the target market, including variety of product mix, features, branding, designs, packaging and services they are offering to the fans, employees, players, coaches, partners, networks, cities, states and more. 


            A textbook definition I would offer to a clients or in court or in the classroom would be: 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.

            These are challenging times for the NFL with marketing, operational and financial implications.
            • Should there be 16 games? 
            • What happens to the COVID-stricken teams?
              Safety?
            • Scheduling nightmares?
            • Competitive integrity?
            • Forfeits?
            • Revenue? Scheduling?
            • TV Networks?
            • Marginalized rosters?
            • Cancellations?
            • Games or teams with winning percentages?
            • Playoff eligibility?
            For more on insights, ideas, concepts and Marketing solutions: Go to l
            ondremarketing.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, October 15, 2020

            Hotels Or Homes? "Place ," Under The 9P's With AirBnB

            Business travel and leisure travel will be nowhere near previous years. 

            Probably worse than 9/11 and the 2008 meltdown combined. 

            Covid-19 surely changed everything. Changes in the "Place" "People" and "Product," under the 9P's, with hotels and homes as in AirBnb. "People " and business owners are staying at home but working from home. 

            For sure. Tourism. Travel. Leisure travel. Business travel. Have changed.

            I read that in July more than half of the AirBnB stays were within 300 miles from the guest's home location.

            How about "People?" For AirBnB It's both targeting homeowners and travelers. 

            While business is better for AirBnB than they expected they still have to content with HOA, city zoning laws, safety of listings and quality issues. 

            What is 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.  

              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, October 14, 2020

              Interesting Point: Presidential Election 2021 And A Disappearing Target Audience

              Elections ad spending is a battle between the Democrats and the Republicans. Just like buyers? Voters? Parties, companies and brands can gain a deeper understanding of  their target market and target audiences – and how to reach them.

              Maybe any knowledgeable, functioning voter or adult? 

              Audiences and specific target audiences (media term) are becoming more sophisticated and empowered in their media usage and consumption. With more media outlets and channels offering new ways to promote and communicate, many businesses struggle with fragmented messages across traditional, digital and social media. 

              It's been reported in early October that 10 Million Americans have already voted and cast their ballots. With more voters dropping off or sending in their ballots the target audience is shrinking. 

              So what is the difference? Target market versus target audience? 

              A target market is a particular group of consumers or in this case voters or potential voters at which a product or service is aimed. Like a candidate or a proposition. 

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

              Defining a target market requires market segmentation; the process of segmenting the entire market as a whole and separating it into manageable units based on: 

              Demographics. Demographic market segmentation is looking at the potential or actual buyer’s age, family size, race, occupation, generation, religion, gender, family lifecycle, ethnicity, nationality, income, education, social class. Demographics may be segmented into several markets to help an organization target its consumers more effectively 

              Geographic segmentation could be nation, country, region, city, density, climate. 

              Psychographics is the science of dividing into groups on psychological /personality traits, lifestyle, or values. Political parties. People in the same demographic groups may be very different in their psychological profiles. 

              Behavioral segmentation, marketers divide buyers into groups on the basis of knowledge of, attitude, use of or response to a product or service. . User status could include occasions, nonusers, ex-users, readiness to buy and loyalty status. Could be enthusiast, traditionalist, or overwhelmed just to name three. 

              Technographics or technographical characteristics. Understanding your potential consumer. Remember, in the back of your mind, that the reason technology is phenomenal is because it displaces years, or centuries, of previous technology. Consumers may or may not have the skills.Voting is pretty easy. 

              Tuesday, October 13, 2020

              Under “Place” And "Product," In The 9P’s: It’s A Long-Term Problem, With Up To 100K Restaurants Closed

              The coronavirus pandemic is directly impacting restaurants, the owners and employees. .

              These are obviously tough times. The restaurant business is in limbo or in an indeterminate state.

              From their survey by National Restaurant Association (NRA), nearly one in six restaurants about 100K of them are closed, permanently or will be long-term, with nearly 3 Million employees.  Research shows that the foodservice industry was, prior to Covid-19, our nation’s second largest private sector.

              "Closed" means in the marketing research as in ‘long-term” or “permanently.” 

              From Bené, president and CEO of the NRA said:

              •  “For an industry built on service and hospitality, the last six months have challenged the core understanding of our business.”
              • “Our survival for this comes down to the creativity and entrepreneurship of owners, operators, and employees."
              •  “Across the board, from independent owners to multi-unit franchise operators, restaurants are losing money every month, and they continue to struggle to serve their communities and support their employees.”

              Consumer spending is down. It was reported that sales were off 33%.

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

              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: 
                  • Restaurants provide 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): 
                  • All of the independent restaurants and franchises fit here for the development and execution of marketing strategies.
                  • 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.