Pandemic Changes, Safety In A Hotel? “Verified,” A Marketing Benefit, With A Partnership, Under The 9P's Of Marketing

Some things will be different. Obviously the pandemic changed everything including the Marketing of hotels.

 As the economy opens up “people” will want assurances to travel and stay in hotels. What are people looking for in a hotel? It’s more than the “core benefits;” problem-solving benefits of Rest/Sleep/Clean Room and Towels/Location/Quiet that the customer or customers seek when buying the product or service. 

They may want, and looking at segmentation, targeting and benefits. : 

• Location
• WiFi/Internet
• Amenities
• Hotel Name
• Reward Programs: Points added to their accounts for example Hilton HHonors, Starwood’s Preferred Guests. Wyndham Rewards, Marriott Rewards and other
• Ironing board
• Reputation
• TV with a good, working remote
• Price
• Value
• Quality
• Style
• Rating
• Rest & Relaxation (In promotion, hotels fight/battle over the claims of which ones have the best beds, sheets, etc.)
• Fitness Center
• Food
• Convention Services
• Pampered or Pampering
• Pillow 
• Food and Beverage
• White noise machine
• Candy, apples or cookie at check-in, or turn down service.

How about safety? Safety from Covid-19?

Another benefit for a hotel and requirement for an airport or hotel? In late 2020, COVID-19 tests became another amenity or benefit at hotels and resorts. In 2021, travelers coming to USA are required to present a negative Covid-19 or the rapid antigen test within 72 hours of entry .  Also you may be required to have one leaving the hotel going to airport on the way 
back.

There will be many ways for hotels and travel associates to promote themselves.

One will be a healthy environment. Hotels need to lure “people” back and one way is to highlight cleanliness and safety in a post-Covid period. Forbes Travel Guide rates and ranks hotels. 

They are now teamed or partnered with Sharecare to create differentiation and ranking hotels on safety and health. Smart. Sharecare Health Security VERIFIED with Forbes Travel Guide. 

Sharecare has hotels looking at 360 aspects as in 360 degrees; standards are applied on hygiene, health, safety cleaning products, procedures, ventilation and physical distancing procedures. 

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 the Nine P’s/9 P's ©2007 concepts and practice, 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 customers of hotels. Looking for more than just rest...In my 9P's, I stress that firms need to look and analyze potential, new, existing and repeat customers and users. 
• Brand managers need to look at at their customers and/or potential users. Do you understand your potential customer's purchase and usage touchpoints, their habits and how they engage with your brand? Competing for their attention? 
• "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
• Under the 9P's, 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: 
• An IBM study found that Nearly six in 10 consumers ("People") surveyed are willing to change their buying habits to reduce environmental impact. Over 70% would pay a premium of 35%, on average, for brands and products that are sustainable and environmentally responsible. How about safety and ratings by Forbes and Sharecare? 
• 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:
• To whom should you target and promote? Under "People"/Targeting, target market, audience with media characteristics fall here.
• What should you promote? Benefits? 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. 
• 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: 
• It's been reported that consumers or "people" are socially aware about how brands, products and businesses behave. Deloitte found that “62% of customers said that they are more likely to spend with companies who have taken extra steps to ensure the safety and well-being of their employees during lockdown.”
• 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.

Clever Promotion For VW Or Now Voltswagen Of America: Differentiation With “Promotion," Presentation” And “Product,” Under The 9P’s

This month or is it next month's promotion and it's for VW or Volkswagen of America. Or is the press release a stunt for an April Fools' Joke?  If it is, then it's a smart April Fools’ Day stunt.

Confirming. It was. 

This timely promotion was an April Fools' Joke played out three days early.  News outlets were mislead and had real business stories on this "rebranding"which turned into a business-story prank.

Volkswagen’s Voltswagen promotion and fake release of a PR story is fake and nothing more than a well-done April Fools’ Day joke.  AdAge is saying there will be fallout. I feel it was smart, well-done and early. Give them credit. 

Or this Thursday...Next month their EVs could be cleverly designated or branded as "Voltswagen."

“Voltswagen” could be used to differentiate VW's line of electric vehicles. Smart. Creative. Good "Presentation" and "Promotion," under nine P's. 

Pretty clever. The name change means something. Or this PR stunt created a ton of publicity.

This month Volkswagen delivered its first battery-electric crossover compact, their ID4 (“Product,” under the 9P’s), to their U.S. dealerships ("Place").

Whether they wanted to or not, a press release leaked that Volkswagen of America will change its name next month to and now known and to be promoted as "Voltswagen of America." Great timing...

Need more insights into true and Marketing and advertising? Including smart Marketing and Advertising trivia?  Visit right here. 

"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. But there is much more which is and will be vital in the post-Covid world. 

I've taught Marketing and Advertising for 45 years, while working full-time in Marketing and Advertising as an agency professional and/or client.  I am also a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC.

Since 2007, I own a copyright for the Nine P’s/9 P's ©2007 of Marketing concepts and practice, 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, solutions, strategies and tactics. The Nine P's are insightful. In Marketing. 

Many have been told and taught that the "Customer," or potential customers are king, but what is missing in the 4P's? There needs to be more focus on the "Customer," or "People." To me you need to define and use "People" or strategic market segments, which utilize the information related to demographics, geographics, psychographics, behavioral characteristics and technographics, vital components 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, in developing strategic planning:

• People (Segmentation and Targeting)
• In my 9P's, it's important to look, find and analyze potential, new, existing and repeat customers and users. 
• Brand managers need to look at their customers and/or potential users. Do you, as a brand manager or advertising manager, understand your potential customer's purchase and usage touchpoints, their habits and how they engage with your brand?  Competing for their attention? 
• 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 and 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. 
• Then once a target market is chosen, the organization can develop its marketing strategies to target a market segment or marketing segments.
• Product and Services
• Under the 9P's, it's the goods and service combination the firm offers to the target market (again here's that term People" again, 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: 
• An IBM study found that nearly six in ten consumers ("People") surveyed are willing to change their buying habits to reduce environmental impact. 
• Over 70% would pay a premium price of 35%, on average, for brands and products that are sustainable and environmentally responsible.
• Planning and Research
• Promotion: 
• The 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
• Research has shown that "People" who listen more, learn more, plus it 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
• I have developed some strategic comments and questions under Promotion:
• To whom should you target and promote? 
• What should you promote, with strategic copy points.
• What form or combination of promotion should you offer? Features? TV versus digital? 
• How frequent is your messaging? Add specific media planning and media research here. Including looking at target market, audience with media characteristics falls here, too.
• 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?"  "And spend?" 
• Look at different strategic partners? Their costs?
• With messaging you can also differentiate with "Price." 
• What about "discounting?" Special sales? What economic and discount levels should you offer? 
• Look at revenue versus costs. 
• Partners and Alliances
• Presentation: 
• Consumers are voting with their wallet.
• Some research says that consumers or my "People" care about business and their brands that have a social conscience (for the environment, for their workers, for societal issues, etc.). 
• 
  
• This research helps VW change their name and differentiate their line of electric vehicles.
• These "People" are actually prepared to pay more for these brands. They will support the brands that do, and ditch brands that don’t.
• It's been reported that consumers or "people" are socially aware about how brands, products and businesses behave. 
• Deloitte found that “62% of customers said that they are more likely to spend with companies who have taken extra steps to ensure the safety and well-being of their employees during lockdown.”
• Passion

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under tab “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.

More Than Water Is A Benefit? More Than Getting From One Place Or Destination To Another On A Plane?

There is so much more to travel. Tickets, pricing, terminals, services, entertainment, baggage fees, frequent flyer programs which may or may not work. What about beverages? Meals seem domestically a thing of the past. Travelling internationally they do mean something. 

Developing a strong brand is a byproduct, of these "product" attributes.  

A strong brand comes from doing the other things in the Nine P’s of Marketing... right. 

Make sure the product is excellent. 

Be sure the company is taking good care of their customers, and having the right planning and targeting, the right product, right price, right promotion, right partners, right presentation, with the right amount of Passion in the 9P’s.

Southwest was only offering water.

Now I note that Southwest Airlines has promoted or publicized that they have resumed their expanded in-flight beverage service. 

Why?  A SW spokesperson said that "Our customers are expressing a preference for additional beverage options, so this is one small way that we can meet customer requests while still limiting selections to support the well-being and comfort of our customers and employees."

Need more insights into true and Marketing and advertising? Including smart triva?  Visit right here. 

Iam a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus 

I own a copyright for the Nine P’s/9 P's ©2007 concepts and practice, 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)
• In my 9P's, I stress that firms need to look and analyze potential, new, existing and repeat customers and users. 
• Brand managers need to look at at their customers and/or potential users. Do you understand your potential customer's purchase and usage touchpoints, their habits and how they engage with your brand? Competing for their attention? 
• "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
• Southwest is selling more than water. 
• Under the 9P's, 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: An IBM study found that Nearly six in 10 consumers ("People") surveyed are willing to change their buying habits to reduce environmental impact. Over 70% would pay a premium of 35%, on average, for brands and products that are sustainable and environmentally responsible.
• 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:
• To whom should you target and promote? Airline passengers? Under "People"/Targeting, target market, audience with media characteristics fall 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. 
• 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: 
• Consumers are voting with their wallet.
• Some research says that consumers or my "People" care about business and their brands that have a social conscience (for the environment, for their workers, for societal issues, etc.). These "People" are actually prepared to pay more for these brands. They will support the brands that do, and ditch brands that don’t.
• It's been reported that consumers or "people" are socially aware about how brands, products and businesses behave. 
• Deloitte found that “62% of customers said that they are more likely to spend with companies who have taken extra steps to ensure the safety and well-being of their employees during lockdown.”
• 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.

Understanding Hotel Marketing, Examples During Covid-19? How Time And Services Have Changed in Hotel Marketing?

It's 2021 and hotel marketing will take a new tactic. It's about safety during the Covid-19 Pandemic. 

What do we may have now, with an improving economy, and with more business people, families and others, traveling more? Read on.

Remember how in the 90’s hotels differentiated themselves with free breakfasts, local calling and a free newspaper. 

Some Holiday Inns had signs on the road saying “Free HBO.”

In my marketing class I ask: 

What are people looking for in a hotel?  It’s more than safety, but this year it will be a strong benefit to promote. 

Hotels usually promote their “core benefits;” problem-solving benefits of Rest/Sleep/Clean Room and Towels/Location/Quiet that the customer or customers seek when buying the product or service. 

The "people" or potential customers want: 

• Location
• WiFi/Internet
• Amenities
• Hotel Name
• Reward Programs: Points added to their accounts for example Hilton HHonors, Starwood’s Preferred Guests. Wyndham Rewards, Marriott Rewards and other
• Ironing board
• Reputation
• TV with a good, working remote
• Price
• Value
• Quality
• Style
• Rating
• Rest & Relaxation (In promotion, hotels fight/battle over the claims of which ones have the best beds, sheets, etc.)
• Fitness Center
• Food
• Convention Services
• Pampered or Pampering
• Pillow 
• Food and Beverage
• White noise machine
• Candy, apples or cookie at check-in, or turn down service.

In my teaching, we discuss in class and in Marketing about complaints.  Examples are: Hotel parking can be expensive; resort fees; fee for a room key (Just kidding); availability and working order of the fitness center; the printing out of an airline boarding pass can cost: $7.50; refrigerator; surcharges for phone calls; wireless access; rollaway beds, up to $60 I found; mini bar stocking; receiving faxes or packages; room service: (surcharge, delivery fee and mandatory gratuity; check out too early or too late fee; storing bags and wake up calls. 

I did find it interesting that the Benjamin Hotel in Manhattan is offering work-down calls. It’s the opposite of a "wake-up call."   The guest arranges to have the concierge call at a specific time or times to remind the guest to go to bed and sleep. By the way the Benjamin’s rates are $350 to $1400/night.

Need another example. This is a historical one. I checked out a 1962 Holiday Inn ad which featured guaranteed year-round AC, swimming pool, telephone in every room, free kennels and a house physician.  Surely not the same as 2021. 

One of the ways that Holiday Inn promoted their hotels were by the huge, large green signage on the road, with copy "The Nation's Innkeeper." Unfortunately, they got rid of this signs in 1982. 

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 the Nine P’s/9 P's ©2007 concepts and practice, 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)
• In my 9P's, I stress that firms need to look and analyze potential, new, existing and repeat customers and users. 
• Brand managers need to look at at their customers and/or potential users. Do you understand your potential customer's purchase and usage touchpoints, their habits and how they engage with your brand? Competing for their attention? 
• "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
• Under the 9P's, it's the goods and service combination the firm offers to the target market, including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies.
• A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
• Place (Distribution): 
• Offering the right product at the right PLACE or location, at the right time, at the right price.
• It's the company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives.  
• Consider, develop and review store and non-store options, e-commerce and “brick and mortar” factors, geographic considerations, objectives, strategies and tactics, including “Partners, too.” 
• Price: An IBM study found that Nearly six in 10 consumers ("People") surveyed are willing to change their buying habits to reduce environmental impact. Over 70% would pay a premium of 35%, on average, for brands and products that are sustainable and environmentally responsible.
• 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:
• To whom should you target and promote? Under "People"/Targeting, target market, audience with media characteristics fall 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. 
• 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: It's been reported that consumers or "people" are socially aware about how brands, products and businesses behave. Deloitte found that “62% of customers said that they are more likely to spend with companies who have taken extra steps to ensure the safety and well-being of their employees during lockdown.”
• 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.

Better Than Being On ABC's "Shark Tank? You Can Get To See The Retail Buyers Of Walmart?

Yes, to the retail buyers at Walmart. There will be new products in the Walmart stores. 

Business owners can pitch their “Product” to Walmart. It’s called an “Open Call.” They are looking at more USA sourcing, of American "Products."

You may be sick of Zoom but this gets you in front of important buyers at Walmart. They are the “People” or retail buyers who can generate distribution or what I call “Place.” Getting your "product" on their shelves. It starts by getting in front of them

Apply by April 30^th.  Key is the products must be made, grown or assembled in the US of A.

This month  Walmart has been promoting its commitment to spend $350 Billion more on U.S. product which are made, grown or assembled. They will appear on the shelves of Walmarts. 

This means new suppliers, new products and more American jobs. Nice promotion for Walmart.

You may be surprised that Walmart (Bentonville, Arkansas-based) has 11.4K stores under 55 banners or store names in 26 countries plus their e-commerce websites. 

That's a lot of shelf space. If it's not on shelves or in a Cart there are no sales. 

Need more insights into true and Marketing and advertising? Including smart Marketing and Advertising trivia?  Visit right here. 

"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. But there is much more which is and will be vital in the post-Covid world. 

I've taught Marketing and Advertising for 45 years, while working full-time in Marketing and Advertising as an agency professional and/or client.  I am also a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC.

Since 2007, I own a copyright for the Nine P’s/9 P's ©2007 of Marketing concepts and practice, 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, solutions, strategies and tactics. The Nine P's are insightful. In Marketing. 

Many have been told and taught that the "Customer," or potential customers are king, but what is missing in the 4P's? There needs to be more focus on the "Customer," or "People." To me you need to define and use "People" or strategic market segments, which utilize the information related to demographics, geographics, psychographics, behavioral characteristics and technographics, vital components 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, in developing strategic planning:

• People (Segmentation and Targeting)
• In my 9P's, it's important to look, find and analyze potential, new, existing and repeat customers and users. 
• Brand managers need to look at their customers and/or potential users. Do you, as a brand manager or advertising manager, understand your potential customer's purchase and usage touchpoints, their habits and how they engage with your brand?  Competing for their attention? 
• 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 and 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. 
• Then once a target market is chosen, the organization can develop its marketing strategies to target a market segment or marketing segments.
• Product and Services
• Under the 9P's, it's the goods and service combination the firm offers to the target market (again here's that term People" again, 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: 
• An IBM study found that nearly six in ten consumers ("People") surveyed are willing to change their buying habits to reduce environmental impact. 
• Over 70% would pay a premium price of 35%, on average, for brands and products that are sustainable and environmentally responsible.
• Planning and Research
• Promotion: 
• The 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
• Research has shown that "People" who listen more, learn more, plus it 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
• I have developed some strategic comments and questions under Promotion:
• To whom should you target and promote? 
• What should you promote, with strategic copy points.
• What form or combination of promotion should you offer? Features? TV versus digital? 
• How frequent is your messaging? Add specific media planning and media research here. Including looking at target market, audience with media characteristics falls here, too.
• 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?"  "And spend?" 
• Look at different strategic partners? Their costs?
• With messaging you can also differentiate with "Price." 
• What about "discounting?" Special sales? What economic and discount levels should you offer? 
• Look at revenue versus costs. 
• Partners and Alliances
• Presentation: 
• Consumers are voting with their wallet.
• Some research says that consumers or my "People" care about business and their brands that have a social conscience (for the environment, for their workers, for societal issues, etc.). These "People" are actually prepared to pay more for these brands. They will support the brands that do, and ditch brands that don’t.
• It's been reported that consumers or "people" are socially aware about how brands, products and businesses behave. 
• Deloitte found that “62% of customers said that they are more likely to spend with companies who have taken extra steps to ensure the safety and well-being of their employees during lockdown.”
• Passion

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under tab “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.

Selling Advantages Of Vaccines: Using The Nine P's Of Marketing, Promoting To Conservatives and Sporting Fans or Groups?

So the White House or as they say the Biden Team or Team Biden needs to sell the advantages of getting the Covid-19 vaccines out to the people. 

Increase vaccination levels. The geographic areas who they need to bump up the levels of vaccinations are more rural than urban so that fits under "People" and "Place" in my 9P's of Marketing. 

The have used planning and research to know that conservatives are one of the segments of "people" who are skeptical. 

The White House and others are using the Christian Broadcasting Network(CBN), the American Farm Bureau Federation, Nascar, The Ad Council and the Covid Collaborative to "promote" (Promotion, under my 9P's) and disseminate the messages. They need to increase action. Not increasing awareness.

They are asking TV and digital networks to donate time.

The "team" are using music stars such as Willie Nelson and thirteen sports leagues including NFL, NBA, and MLB to help spread the information.  

One of the songs is "I'll Be Seeing You" by Willie Nelson. Targeting sports fan, the TV spot is called "Back in the Game." You'll need to vaccinated and benefits or reasons to get vaccinated. 

Need more insights into true and Marketing and advertising? Including smart Marketing and Advertising trivia?  Visit right here. 

"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. But there is much more which is and will be vital in the post-Covid world. 

I've taught Marketing and Advertising for 45 years, while working full-time in Marketing and Advertising as an agency professional and/or client.  I am also a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC.

Since 2007, I own a copyright for the Nine P’s/9 P's ©2007 of Marketing concepts and practice, 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, solutions, strategies and tactics. The Nine P's are insightful. In Marketing. 

Many have been told and taught that the "Customer," or potential customers are king, but what is missing in the 4P's? There needs to be more focus on the "Customer," or "People." To me you need to define and use "People" or strategic market segments, which utilize the information related to demographics, geographics, psychographics, behavioral characteristics and technographics, vital components 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, in developing strategic planning:

• People (Segmentation and Targeting)
• In my 9P's, it's important to look, find and analyze potential, new, existing and repeat customers and users. 
• Brand managers need to look at their customers and/or potential users. Do you, as a brand manager or advertising manager, understand your potential customer's purchase and usage touchpoints, their habits and how they engage with your brand?  Competing for their attention? 
• 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 and 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. 
• Then once a target market is chosen, the organization can develop its marketing strategies to target a market segment or marketing segments.
• Product and Services
• Under the 9P's, it's the goods and service combination the firm offers to the target market (again here's that term People" again, 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: 
• An IBM study found that nearly six in ten consumers ("People") surveyed are willing to change their buying habits to reduce environmental impact. 
• Over 70% would pay a premium price of 35%, on average, for brands and products that are sustainable and environmentally responsible.
• Planning and Research
• Promotion: 
• The 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
• Research has shown that "People" who listen more, learn more, plus it 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
• I have developed some strategic comments and questions under Promotion:
• To whom should you target and promote? 
• What should you promote, with strategic copy points.
• What form or combination of promotion should you offer? Features? TV versus digital? 
• How frequent is your messaging? Add specific media planning and media research here. Including looking at target market, audience with media characteristics falls here, too.
• 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?"  "And spend?" 
• Look at different strategic partners? Their costs?
• With messaging you can also differentiate with "Price." 
• What about "discounting?" Special sales? What economic and discount levels should you offer? 
• Look at revenue versus costs. 
• Partners and Alliances
• Presentation: 
• Consumers are voting with their wallet.
• Some research says that consumers or my "People" care about business and their brands that have a social conscience (for the environment, for their workers, for societal issues, etc.). These "People" are actually prepared to pay more for these brands. They will support the brands that do, and ditch brands that don’t.
• It's been reported that consumers or "people" are socially aware about how brands, products and businesses behave. 
• Deloitte found that “62% of customers said that they are more likely to spend with companies who have taken extra steps to ensure the safety and well-being of their employees during lockdown.”
• Passion

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under tab “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.