Since it’s opening in 1923, and tomorrow the Trojans
host Fresno State. USC began its major renovation ($315 Million) of the stadium in
early 2018. During the renovation project the seating capacity will now be
77,500.
USC operates and manages the Coliseum. Naming rights were granted
United Airlines in January
2018; the airline is now the title sponsor of the playing field, United
Airlines Field at the Los Angeles Memorial Coliseum.
It
was declared a National Historic Landmark on July 27, 1984.
The Coliseum now with
United Field has hosted:
- Two Super Bowls (I (even
though it was called the NFL/AFL Championship, I worked across the street on that Sunday, tickets were $8 and $12, and VII)
- Two Olympiads (X and
XXIII), plus in 2028 when L.A. hosts the XXXIV Olympiad.
- The 1959 World Series
Chicago White Sox versus LA Dodgers. Dodgers won but were in
Chicago.
- A Papal Mass, LA Times
reported 100K watch John Paul II
celebrate Mass.
- Visits by three U.S.
Presidents, John F. Kennedy, Richard Nixon
and Ronald Reagan.
All of these events
would take a lot of planning and fall under Planning, Partners, Promotion and
Place, in the 9P's of Marketing.
Need examples of
strengthening your pillars of brand or branding strategies?
Better understanding of Marketing?
Do you have the responsibility and the need to increase sales and overall
revenue?
I consult, teach and work as a Marketing, business and Advertising expert using
many Marketing concepts, standards of practice and practices, including the Nine
P's/9P's of Marketing.
As a brand manager, entrepreneur, business owner or advertising agency
professional, do you need more business, Marketing and advertising
insights?
For the past 48 years, I have been a Marketing professional, a certified
Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing
Consultants, LLC plus I
teach and give seminars on Strategic Marketing, the nine P's of Marketing,
Branding, Super Bowl spots, Global Marketing, Promotion and Advertising.
I also like giving to MBA candidates, law schools and attorneys my
presentations on "What is Marketing? What is Advertising?" I have
plenty of examples. I will be using it at UCLA School of Law and at Pepperdine this semester.
Twelve years ago, I created and own the marketing objectives, strategies and
tactics of the 9P's of Marketing. The Nine P’s/9 P's of Marketing ©2007 augments the Marketing Mix or the 4P's (Product, Price, Promotion
and Place) by the American Marketing Association, Neil Borden and Jerome McCarthy
in the study and practices of
a copyrighted Marketing concept.
In the late 60's I was first taught in Marketing 307 at USC that the "customer," or
potential purchasers, buyers are king or kings, but potential consumers are
missing as one of the P's. With the addition of "People," I expanded
and developed the concepts of the nine P's.
For marketing professionals, the "target market," "People,"
buyers, potential buyers and users are more prominent in my marketing model or
theory. These potential buyers have their own "P." It's
"People," in the 9P's of Marketing.
The Nine P's/9P's of Marketing help
brand managers, marketing managers, companies, firms, business owners and
business managers to find their marketing problems, to identify and create
Marketing opportunities or solutions, in your marketplace.
The utilization of the 9P's of Marketing help, develop and guide a company or
a firm's marketing objectives,
strategies, tactics and solutions. The Nine P's can be truly insightful, in many ways and
in many possible tactics and actions. They will help build revenue, manage
costs, more effectively.
So, what is Marketing, you and others may
ask?
Marketing is a planning and execution process that involves a product or
service's attributes, research, distribution, pricing, partnerships or
alliances, promotion and more.
In my presentations, I detail that advertising is only a small percentage of
the answers to marketing problems. All of the Marketing activities and tasks
must work together to assure successful marketing practices. Firms, associations and
companies with the most effective marketing efforts try to thoroughly
understand their potential buyers and customers ("People") in your
marketplace.
Companies and new product/service development pros create products and services
to meet market needs. Solving consumer "problems." These firms and
others use marketing research and channels for understanding and communicating
to market segments, a target market or audience ("People" in the 9P's
of Marketing).
In the study and practice
of Marketing, Marketing manager and brand agents develop planning,
objectives, strategies and tactics.
For any size firm and entrepreneurs, the 9P's of Marketing include important
components, parts, elements, actions, tactics and efforts. Let's
start with planning, research, one of the nine P's and also with targeting,
"People," one of the other nine elements or components:
- Planning or Simply Marketing Planning:
- Planning starts with research and researching.
- This element of planning in the nine P's is a
method for achieving an end, and, looking at the eight other parts,
can be a detailed formulation of a program of action.
- I like using a phrase from John Wooden; he said
"Failure to plan is planning to fail."
- Developing and transforming marketing objectives into
marketing strategies to tactics, marketing management and managers must
make basic decisions on marketing targets (“People”), marketing mix,
pricing, distribution, marketing budgets/expenditures and marketing
allocations.
- Review dividing the total marketing budget among the
various tools in the marketing mix and for the various products,
channels, promotion, media and sales areas. And more under the 9Ps of
Marketing
- People
- Look and analyze your potential, new, existing and
repeat customers and users.
- "People" or targeting has almost always been
left out of the traditional "Marketing Mix," almost every
diagram includes the four P's with Product, Promotion, Place and Price.
- Place "consumer" or "People" or
"potential buyers" in the middle of a circle. Find information
or data on them. Add the other components in the nine P's. In
Marketing, from my education, training, research and analysis plus
testimony, there needs to be greater focus on the buyer,
"customer," or "People," in both planning ad
implementation.
- To understand your "People" or market
segments, it may utilize many characteristics, including demographics
(such as age, family size, family life cycle, gender, income, occupation,
education, religion, race, culture, generation, nationality, and social
class), geographics, psychographics (buyers are on basis
of psychological/personality traits, lifecycle,
values), behavioral characteristics (needs and benefits, decision roles,
user and usage-related variables, occasions, user status, usage rate
buyer-readiness stage, loyalty status, attitude and multiple bases)
and technographics (potential
buyers may or may not have the software and computer skills. Think
employees here too.) which may be a vital component or components of
the 9P's of Marketing.
- Once a target market is chosen, the organization can
develop its marketing strategies to target a market segment or marketing
segments.
- Simply it's about Segmentation and Targeting. Add
Positioning and you have STP,
as a major first step.
- Product and Services:
- It's a product (service) is anything that can be
offered to a market for attention, acquisition, use or consumption that
might satisfy a want or need.
- It's the goods and service combination the firm offers
to the target market, including variety of product mix, features,
branding, designs, packaging, sizes, services, maintenance contracts,
warranties and return policies.
- Place (Distribution):
- Consider, develop and review store and non-store
options, e-commerce and “brick and mortar” factors, geographic considerations,
objectives, strategies and tactics, including “Partners, too.”
- It's your offering of the right product at the right
PLACE or location, at the right time, at the right price. It's the
company’s activities that make the product available, using distribution
and trade channels, roles, coverage, assortments, locations, inventory
and transportation characteristics and alternatives.
- Price or Pricing:
- Simply it's the amount of money a consumer is willing
to pay to obtain the product. But "price" is so much
more.
- “Pricing” is the sum of the values that customers
exchange for the benefits of having or using the product or
service.
- Pricing decision making involves adjusting prices
concerning the competitive environment, economic situations and involve
buyer perceptions. Simply, all aspects regarding pricing.
- Pricing includes wholesale/retail/promotional prices,
discounts, trade-in allowances, quantity discounts, credit terms, sales
and payment periods and credit terms.
- Promotion:
- I teach and consult that there are eight (8) major,
strategic components or communication elements which are personal and
non-personal communication activities, under "promotion."
.
- The activities that communicate the merits of the
overall product include:
- Personal Selling/ Sales Force: Sales persons. Your
sales force.
- Helpful consulting tip or hint: Listen more than you
talk. People who listen more, learn more, plus helps you position your
service/product/solution or offering.
- Advertising is paid media. There's an expression
"It is only creative if the product or service sells." I
wanted to add "It is only good media spending if it
sells."
- Sales Promotion
- Collateral Materials
- Direct Marketing (also referred to as Action or
Direct Response Advertising)
- Interactive/Internet/Web, Digital Media, Social
Media:
- Events and Experiences
- Public Relations/PR
- What some strategic questions under Promotion?
- What should your company promote? Strategic copy
points, for your product or service.
- Evaluate the eight different elements under Promotion
and your brand's practices.
Ask is there a better way? A different promotional mix. There has
to be a better way.
- What are your costs in dollars and manpower or person
power? Ask "Is there a different way or ways to budget, your
promotional dollars?"
- Look at different strategic partners? Their costs?
- To whom should you target and promote? Under
"People/"Targeting, target market, audience with media falls
here. Have you noticed that you may watch what you want to watch in
TV programming when you want to watch it and anywhere, any screen? That
affects media planning.
- You can differentiate with price. Discounting?
Special sales? What economic and discount levels should you offer? Look
at revenue versus costs.
- What form or combination of promotion should you
offer? Features?
- How frequent? Add media planning concern.
- Partners:
- Working with others and organizations which take part
in an undertaking with another or others, in a business or company with
shared risks and profits.
- Also referred to as Alliances.
- With "Partners" and your Marketing efforts,
it is vitally important to partner and align with firms that have similar
corporate philosophies. Simple but complex and difficult, have agreed
upon objectives and strategies.
- Presentation:
- This “P” or “Presentation” is the act of presenting,
displaying and putting forward any of the different 9P’s© and/or
components to your customers, suppliers, wholesalers, retailers, sales
force, marketing intermediaries, clients, employees, partners, and/or
others.
- Look for real” product and service experiences.
- Enabling consumers and “allowing” them to feel the
brand. As part of "presentation," I also place “events and
experiences” under Promotion.
- While traditional marketing is based on target
audience impressions/ views/ clicks/ exposure, experimental marketing
involves engaging with your potential consumers.
- Passion:
- Those intense, driving or overmastering feelings,
emotions in the planning, developing, implementing and executions of
pricing, promoting, partnering, selling and overall marketing of products
or services.
As the ending written by Margaret Atwood for “The Handmaid’s Tale,” "Are there any questions?"
Here to help.
