Thursday, December 31, 2020

Besides The State Of Georgia, What Other States Are Getting Georgia State Advertising Dollars?

Ads for Jon Ossoff, Rev. Raphael Warnock, Senator David Perdue and Senator Kelly Loeffler are running in Alabama, Florida, Tennessee and South Carolina.  Why all of these additional states?  Because of "spill-in" a media term describing a  TV station in another city or state in which their programming and signal will bleed over the border or city line.  The cities, receiving media dollars and servicing Georgia are: Tallahassee and Gainesville, Florida; Greenville, South Carolina; Dothan, Alabama; and Chattanooga, Tennessee. 

Voters who have already voted, potential registered voters and non registered voters are probably saying "Those political ads, hat is all I see." "They keep bombarding our family and me with those political ads on TV and it's getting us and me annoyed. 

I found in my research and reading that these four candidates have spent $365 million and with an additional $110 million which has been booked for more ads before the January 5th election. 

From my teaching and consulting background, potential voters and consumers feel complete overload. And did you know that more than two million voters have already voted. The additional ads will not change their votes. 

How many ads are too many?

What happens when it seems every ad is a political one?  Overload...Of the $365 million Warnock raised $130 million; Ossoff has raised $107 million; Perdue $6 million and Loeffler is at $64 million. .

Too many ads can certainly hurt a reputation. They can be and are annoying.

Two media terms:

Reach is the number of potential voters/customers that will be exposed to a message through a particular media vehicle.  TV is the medium used the most. Add some radio and direct mail, plus billboards and posters. Reach measures the number of potential voters who see/hear the advertising campaign.

Frequency refers to the number of times that those customers will be exposed to the message. 


So, the higher the reach, the larger the number of people that see the voting and candidate's messages. The higher the frequency, the more times individual people see/hear your message.


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 
    • Potential voters in this example. 
    • 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.  


        Wednesday, December 30, 2020

        Need A Great Example Of Marketing And Promotional Dumbness, With Covid-19 And The Pandemic?

        For that special Zoom party with family this week. Gets a late 2020 bad award. 

        Keep this discreet, but pass it on...never seems to work.

        Almost never.

        Love this dumb example for any marketing and advertising class. Would work in a law school class. I may add to my Loyola Law School presentation. High School too. As reported by multiple radio stations, newspapers and network TV. Add digital too.

        I'm looking at an example of "People," "Product," "Planning" and "Promotion," under the nine P's.

        It's not easy promoting to only the "right," upscale "People," in Beverly Hills.

        Their La Scala flyer had a detrimental impact on their "kind of secret" dinner plans.

        Happy New Year (HNY)

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

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


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


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


        In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

        • People (Segmentation and Targeting)
          • Look and analyze potential, new, existing and repeat customers and users. 
          • "People" or targeting has almost always been left out of the traditional "Marketing Mix," almost every diagram includes the four P's with Product, Promotion, Place and Price.
          • Place "consumer" or "People" or "potential buyers" in the middle of a circle. Find information or data on them.
          • Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the buyer, "customer," or "People," in both planning ad implementation.
          • To understand your "People" or market segments, it may utilize many characteristics, including demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographics, psychographics (buyers are on basis of psychological/personality traits, lifecycle, values), behavioral characteristics (needs and benefits, decision roles, user and usage-related variables, occasions, user status, usage rate buyer-readiness stage, loyalty status, attitude and multiple bases) and technographics (potential buyers may or may not have the software and computer skills. Think employees here too.) which may be a vital component or components of the 9P's of Marketing. 
          • Once a target market is chosen, the organization can develop its marketing strategies to target a market segment or marketing segments.
          • Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
        • Product and Services
          • It's the goods and service combination the firm offers to the target market, including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies.
          • A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
        • Place (Distribution)
        • Price
        • Planning
        • Promotion: 
          • There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities. 
          • The activities that communicate the merits of the overall product include:
            • Personal Selling/ Sales Force: Sales persons
              • Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
            • Advertising: There's an expression "It is only creative if the product or service sells." I wanted to add "It is only good media spending if it sells." 
            • Sales Promotion
            • Collateral Materials
            • Direct Marketing (also referred to as Action or Direct Response Advertising)
            • Interactive/Internet/Web, Digital Media, Social Media:  
            • Events and Experiences
            • Public Relations/PR
          • Here are some strategic comments and questions under Promotion, if you have a legal, non banned product to advertise and communicate :
            • To whom should you target and promote? Under "People/"Targeting, target market, audience with media falls here.
            • What should you promote? Strategic copy points.
            • Evaluate the eight different elements under Promotion and your brand's practices. That affects media planning.
            • Ask is there a better way? A different promotional mix. There has to be a better way. Don't put a flyer in a takeout bag and say keep this discreet, but pass it on. It was another BH business which ratted them out. 
            • What are your costs in dollars and manpower or person power? Ask "Is there a different way or ways to budget?" 
            • Look at different strategic partners? Their costs? They could have worked with Uber Eats too to get the word "discreetly out." 
            • 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? Benefits. 
            • How frequent? Add media planning here. 
        • Partners
        • Presentation
        • Passion

        For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

        Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.



        Tuesday, December 29, 2020

        A Divided Nation. A Store Making A Promotional Mistake Trying To Sell More Product?

        A selling message and promotion. Trying to take advantage of the current political climate. 

        Timing: One day after the election. It was one half red, the other blue. Included one blue heart and one red heart. The message was taken off in under an hour. 

        With a divided nation, the Gap tried to sell product.  People, potential consumers on social media told them where they could go. It wasn't pretty.  

        A huge problem trying to take a high road; the Gap basically should have stayed off the road or the political debate and drove off a cliff.

        The hoodie wasn't a unifier. One of the worst Marketing blunders for 2020.

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

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

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


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


        In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

        • People (Segmentation and Targeting)
          • Potential Gap customers. Look and analyze potential, new, existing and repeat customers and users. 
          • "People" or targeting has almost always been left out of the traditional "Marketing Mix," almost every diagram includes the four P's with Product, Promotion, Place and Price.
          • Place "consumer" or "People" or "potential buyers" in the middle of a circle. Find information or data on them.
          • Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the buyer, "customer," or "People," in both planning ad implementation.
          • To understand your "People" or market segments, it may utilize many characteristics, including demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographics, psychographics (buyers are on basis of psychological/personality traits, lifecycle, values), behavioral characteristics (needs and benefits, decision roles, user and usage-related variables, occasions, user status, usage rate buyer-readiness stage, loyalty status, attitude and multiple bases) and technographics (potential buyers may or may not have the software and computer skills. Think employees here too.) which may be a vital component or components of the 9P's of Marketing. 
          • Once a target market is chosen, the organization can develop its marketing strategies to target a market segment or marketing segments.
          • Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
        • Product and Services
          • Like a Gap hoodie. Wrong timing. 
          • It's the goods and service combination the firm offers to the target market, including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies.
          • A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
        • Place (Distribution)
        • Price
        • Planning
        • Promotion: 
          • There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities. 
          • The activities that communicate the merits of the overall product include:
            • Personal Selling/ Sales Force: Sales persons
              • Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
            • Advertising: There's an expression "It is only creative if the product or service sells." I wanted to add "It is only good media spending if it sells." 
            • Sales Promotion
            • Collateral Materials
            • Direct Marketing (also referred to as Action or Direct Response Advertising)
            • Interactive/Internet/Web, Digital Media, Social Media:  
            • Events and Experiences
            • Public Relations/PR
          • Here are some strategic comments and questions under Promotion:
            • What should you promote? Strategic copy points.
            • To whom should you target and promote? Under "People/"Targeting, target market, audience with media falls here.
            • Evaluate the eight different elements under Promotion and your brand's practices. That affects media planning.
            • Ask is there a better way? A different promotional mix. There has to be a better way. 
            • What are your costs in dollars and manpower or person power? Ask "Is there a different way or ways to budget?" 
            • Look at different strategic partners? Their costs?
            • You can differentiate with price. Discounting? Special sales? What economic and discount levels should you offer? Look at revenue versus costs. 
            • What form or combination of promotion should you offer? Features?
            • How frequent? Add media planning here. 
        • Partners
        • Presentation
        • Passion

        For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

        Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best in 2021.



        Monday, December 28, 2020

        Too Much: Advertising Monies In Georgia. Reach and Frequency Are High. Burnout?

        On burnout? That's a given.

        Ads for Jon Ossoff, Rev. Raphael Warnock, Senator David Perdue and Senator Kelly Loeffler.

        Voters are probably saying "They keep bombarding me with the political ads on TV and it's getting me annoyed. That is all I see." 

        I found in my research and reading that these four candidates have spent $365 million and with an additional $110 million which has been booked for more ads before the January 5th election. 

        The cities, receiving media dollars and servicing Georgia are: Tallahassee and Gainesville, Florida; Greenville, South Carolina; Dothan, Alabama; and Chattanooga, Tennessee. 

        From my teaching and consulting background, potential voters and consumers feel complete overload. And did you know that more than two million voters have already voted. The additional ads will not change their votes. 

        How many ads are too many?

        What happens when it seems every ad is a political one?  Overload...Of the $365 million Warnock raised $130 million; Ossoff has raised $107 million; Perdue $6 million and Loeffler is at $64 million. .

        Too many ads can certainly hurt a reputation. They can be and are annoying.

        Two media terms:

        Reach is the number of potential voters/customers that will be exposed to a message through a particular media vehicle.  TV is the medium used the most. Add some radio and direct mail, plus billboards and posters. Reach measures the number of potential voters who see/hear the advertising campaign.

        Frequency refers to the number of times that those customers will be exposed to the message. 


        So, the higher the reach, the larger the number of people that see the voting and candidate's messages. The higher the frequency, the more times individual people see/hear your message.


        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 
          • Potential voters in this example. 
          • 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.  



              Sunday, December 27, 2020

              As The 2020 Box Office Fell 81% To $2.1B, What Got Hit…Hard?

              According to IMDb’s Box Office, the U.S. theatrical box office has suffered because of the COVID-19 pandemic and regulations on safety, with revenues down 81% to $2.1 billion,

              It was the decrease in movie TV spots, promoting upcoming movies and cinema advertising.

              What was the best-performing “box-office” movie this year?

              It was “Bad Boys for Life,” released two months before the pandemic.

              In 2020, compared to last year with launch of 910 movies…this year 444 different movies.  

              After the different phases of the Coronavirus or Covid-19, do you have the responsibility and the need to increase sales and overall revenue, for your products and services in 2021?  

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

              Do you need examples of strengthening your pillars of your brand strategy?  Branding?   

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

              As a brand manager, entrepreneur, business owner or advertising agency professional, do you need more business, Marketing and advertising insights? It won't be easy getting the economy and sales back. 


              Visit here for plenty of insights into Marketing. 

              The 9P's is a framework I created while working, teaching and consulting.

              The nine P's include 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 give and present to MBA candidates, law schools and attorneys my "What is Marketing? What is Advertising?" lecture and talk.  I have plenty of examples. This semester I presented at Loyola Law School, Pepperdine University and Woodbury University. 

              Twelve years ago, I created and developed the marketing objectives, strategies and tactics using the 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 the important components of "People," "Passion," "Planning" and "Partners" and "Presentation." 

              In the late 60's I was first taught in Marketing 307 at USC that the "customer," or potential purchasers, buyers are king or kings, but potential consumers are missing as one of the P's. I started teaching Marketing and Advertising in 1975.  I developed and added "People;" I expanded and developed the additional concepts under the nine P's. 


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

              Marketing is considered an expense and especially at the middle and end of this year. It's being cut and was one of the first line items cut by companies when they are facing difficulties in the marketplace and tightening budgets. The Coronavirus changed everything. 

              The utilization of the 9P's of Marketing helps, develops and guides a company or a firm's marketing objectives, strategies, tactics and solutions. The Nine P's can be truly insightful, in many ways and in many possible tactics and actions. 

              They will help build revenue, manage costs, more effectively. 

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

              Marketing is a planning and execution process that involves a product or service's key attributes, research, distribution, pricing, partnerships or alliances, promotion and more. 

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

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

              These firms and others use marketing research and channels for understanding and communicating to market segments, a target market or audience ("People" in the 9P's of Marketing).

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


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


              Let's start with planning, research, one of the nine P's and also with targeting, "People," one of the other nine elements or components:
              • Planning as in Marketing Planning and Research: 
                • Planning starts with researching and research. With the Coronavirus we have seen distribution and inventory issues. 
                • This element of planning in the nine P's is a method for achieving an end, and, looking at the eight other parts; your insights can start a detailed formulation of a program of action. I like using a phrase Benjamin Franklin supposedly once said:“If you fail to plan, you are planning to fail.”
                • Look at developing and transforming marketing objectives into marketing strategies to tactics. 
                • Marketing management and managers must make basic decisions on marketing targets (“People”), marketing mix, pricing, distribution, marketing budgets/expenditures and marketing allocations. 
                • Review dividing the total marketing budget among the various tools in the marketing mix and for the various products, channels, promotion, media and sales areas. And there's more under the other 9Ps of Marketing
              • People 
                • "People" or targeting has almost always been left out of the traditional "Marketing Mix," almost every diagram includes the four P's with Product, Promotion, Place and Price.
                • Place "consumer" or "People" or "potential buyers" in the middle of a circle. Find information or data on them. Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the buyer, "customer," or "People," in both planning ad implementation.
                • Look and analyze your potential, new, existing and repeat customers and users. 
                • To understand your "People" or your market segments, you may need to utilize many characteristics, including:
                  • Demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, generation, nationality, social class (is also sometimes put under psychographics.)
                  • Geographics (By region, city, metro size, density, climate; plus, by countries and territories.)
                  • Psychographics (Social class--Lower lowers to Upper uppers. Social class is also under demographics; Lifestyle-- achievers, strivers, and strugglers; Personality-- Compulsive, gregarious, authoritarian, and ambitious; Lifestyles/Attitudes/Interests and Opinions)
                  • Behavioral (Occasions (regular occasions, special occasions, holidays, vacations); Orange juice for breakfast, Mother’s Day, Father’s Day; Benefits (quality, service, economy, convenience, speed---Quality, Time, Money); User status (nonuser, ex-user, potential user, first-time user, regular user); Usage rate (light, medium, heavy user); Loyalty status (none, medium, strong, absolute); Readiness attitude toward product (aware, interest, desire, intending to buy); Attitude toward product (enthusiastic, positive, indifferent, negative, hostile). 
                  • Technographics or technographical characteristics. Understand your potential consumer. Remember, in the back of your mind, that the reason technology is phenomenal is because it displaces years, or centuries, of previous technology. Consumers may or may not have the skills. Think employees here too. The reason technology skills are transitory is because they will almost certainly be displaced, too.  Think employees here too, which may be a vital component or components of the 9P's of Marketing. 
                • Once a target market is chosen, the organization can develop its marketing strategies to target a market segment or marketing segments.
                • Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first or second step, which may need for your firm to do more research and planning. . 
                • Product and Services: 
                  • It's a product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
                  • It's the goods and service combination the firm offers to the target market, including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies.
                • Place (Distribution): 
                  • Consider, develop and review store and non-store options, e-commerce and “brick and mortar” factors, geographic considerations, objectives, strategies and tactics, including with your “Partners, too.” 
                  • It's your offering of the right product at the right PLACE or location, at the right time, at the right price. It's the company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives.  
                • Price or Pricing:
                  • Simply it's the amount of money a consumer is willing to pay to obtain the product.  But "price" is so much more. “Pricing” is the sum of the values that customers exchange for the benefits of having or using the product or service. 
                  • Pricing decision making involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions. Simply, all aspects regarding pricing
                  • Pricing or "Price" also includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms. 
                • Promotion: 
                  • I teach and consult that there are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities, under "promotion." 
                  • The activities that communicate the merits of the overall product include:
                    • Personal Selling/ Sales Force: Sales persons. Your sales force. 
                      • Helpful consulting tip or hint: Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
                      • From the legendary movie Glengarry Glen Ross of '92: “A-B-C. A-Always, B-Be, C-Closing. Always be closing.” 
                    • 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."  People used to plan their lives around TV, now they plan television around their lives.
                    • Sales Promotion
                    • Collateral Materials
                    • Direct Marketing (also referred to as Action or Direct Response Advertising)
                    • Interactive/Internet/Web, Digital Media, Social Media:  
                    • Events and Experiences
                    • Public Relations/PR
                  • What some strategic questions under Promotion? 
                    • What should your company promote? Strategic copy points, for your product or service.
                    • Evaluate the eight different elements under Promotion and your brand's practices. Ask is there a better way? A different promotional mix. There has to be a better way. 
                    • What are your costs in dollars and manpower or person power? Ask "Is there a different way or ways to budget, your promotional dollars?" 
                    • Look at different strategic partners? Their costs?
                    • To whom should you target and promote? Under "People/"Targeting, target market, audience with media falls here. Have you noticed that you may watch what you want to watch in TV programming when you want to watch it and anywhere, any screen? That affects media planning. 
                    • You can differentiate with price. Discounting? Special sales? What economic and discount levels should you offer? Look at revenue versus costs. 
                    • What form or combination of promotion should you offer? Features?
                    • How frequent? Add media planning concern.  
                  • Partners: 
                    • Working with others and organizations which take part in an undertaking with another or others, in a business or company with shared risks and profits. Also referred to as Alliances. 
                    • With "Partners" and your Marketing efforts, it is vitally important to partner and align with firms that have similar corporate philosophies. Simple but complex and difficult, have agreed upon objectives and strategies.
                  • Presentation: 
                    • Be sure to look for "real” product and service experiences. 
                    • 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.
                    • 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.