Why Is Simone Biles Going To Leave Nike For Gap's Athleta? Why Use Celebrities?

It’s both an art and science, in using celebrities. 

Plus for Biles and Athleta the Olympics are coming. 

Helped in the negotiations. Obviously Gap's Athleta needs to have athletes and stars wearing their performance clothes and "Product."  

Simone Biles wants more control and she said that the marketing of Athleta will be better at reflecting her values and vision.

At Athleta, now a one billion dollar brand, she said "To use her voice." Biles will work with the brand and design people and focus on Athleta Girl for the kidswear line.

Her own voice includes and refers to "gender inequality," "inclusion of all women" and "diversity." In the 9P's of Marketing, keywords in promoting in 2021. Part of that voice will be Biles' own line of of performance gear or "Product." 

Simone Biles lasted approximately six years with Nike, signing in 2015. 

She's not the first to leave Nike. USC's and former Nike athlete Allyson Felix left Nike in 2019. Kobe's family has left Nike. 

Not great timing since both Felix and Biles will be in Tokyo for the Olympics  

Obviously Gap's Athlleta is a smaller women's brand. 

Why to products and services use celebrities?

• Exploiting celebrity’s or celebrities' popularity. Great Q scores
• Get more sales. For them to attract attention. For Felix and Biles they can have their own line of product which increases sales. 
• Help get the product on the shelves ("Place," in my 9P's). 
• Introduce new products. Obviously, Athleta is a smaller brand . 
• Improve company or product’s image
• Boost company or the product’s awareness and image
• Break through the clutter of messaging and media. Instore distribution.
• Increase company or product’s credibility
• Use celebrity in marketing and sales meetings. Star can appear in sales events or with Olympic stars you get promotion at Olympics and events

Major Questions any brand manager or marketing manager should ask?

• Does the celebrity or celebrities add value?  Felix and Biles make great impressions, especially at the Olympics in Tokyo. Or generate a good impressions?
• Is the celebrity or celebrities appropriate for your product or service? Olympic winners and stars, for sure.
• Does celebrity subtract from product or service?  
• It used to be about "gut feelings." Now brand managers are asking “Show me the evidence that this is the right star or celebrity.” It’s definitely both an art and science.”
• Does the celebrity add to the product’s image? Seems like with the pandemic the product or products are being used more. It's performance and Athleta. 
• It's being promoted thru social channels as the primary driver for distribution and sales.
• How much is her or their fee(s)? 
• How is the contract structured?
• When you pay the celebrity their fee, this will decrease media exposure/expenses?
• What about the history and future of the celebrity exposure?  What about “after hour” behavior, any criminal record, FTC issues? Health?
• Be sure celebrity uses and continues to use the product?
• Be sure the facts about the product are true and substantiated, before giving script to celebrity.
• You must disclose if the star or celebrity has considerable interest in the company or product.
• Q Scores: The company, Marketing Evaluations, produces a Q score (a numerical rating of a celebrity’s popularity).  It’s a calculated business risk. Past blowups have taught brand managers to do a better job of investigating the background and lifestyles. The checks may uncover something which makes you pause.

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. 

Airline Middle Seats? Definitely 9P's Of Marketing Material: Falls Under "Product" And "Promotion" For Airlines -- Southwest and Delta

Do you feel that it is absolutely safe to sit in that middle seat of an airline? Really? The trend is the airlines are filling up and are offering more middle seats. 

While the airlines lost billions of dollars in 2020 we have now seen a bump in seats purchased last month and this month when the CDC said that "People," under the nine P's, potential travelers, can resume travel if vaccinated. 

Travel, they say, is at a low or lower risk for Covid-19, with vaccinations, even lower. 

While the Kansas State University's research states 23% to 57% reduction in exposure to "viable'' virus particles when middle seats of airline rows are vacant.  They conclude "Physical distancing of airplane passengers, including through policies such as middle seat vacancy, could provide additional reductions in risk for exposure to SARS-CoV-2 on aircraft.''

But a couple of airlines have stopped this pandemic practice of blocking seats to maintain this social distancing between travelers. It was Southwest last December and Delta this May 1st. 

With more publicity/PR (one of the eight components under Promotion, in my 9P's and "Promotion," Delta does add that the Kansas State study does state "... was based on 2017 data, so it doesn’t take into account any of the safety protocols that we’ve implemented, including masking, the electrostatic spraying (of planes), the cleanliness of the surfaces.''

I guess I don't know of a single person who thought the airlines were doing a good job of cleaning and overall cleanliness until may be March of last year.  

It's important to note that the CDC did not required social distancing on planes.  But based on customer research and their discussions and planning the airlines started the practice of blocking middle seats to give travelers increased perceptions and an incentive to travel. 

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

I am 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 (airlinesw are promoted going from one place to another), 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
• Airline travel with Covid-19? 
• 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? 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. We'll see if there is increased purchase or kickback on Delta Airlines and Southwest Airlines. 
• Some research says that consumers or my "People" care about business and their brands that have a social conscience (for the environment (What about middle seats and Covid-19 transmission on Delta and Southwest),, 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.

Partners Are Increasingly Important In The Marketplace: For Batteries?

Changes are occurring in how companies and marketers connect with their partners, suppliers, channel partners and others.

Great work can be the result of great partnerships. But there are helpful concepts and agreements to follow. 

I teach and consult in marketing. I also do expert witnessing specializing in Marketing, business and advertising.

One of my 9P's of Marketing, which I created, is "Partners." It's increasing important in the marketplace of electric cars and batteries. 

My example falls under "Partners" in my 9P's and under "Product" and "Place."

I found that Ulium Cells will build a battery plant, with plenty of "partners." 

GM with joint-venture partner LG Chem will invest $2.3 Billion into a battery-cell plant for GM's electric-vehicles. 

GM is also working with LG, a Korean conglomerate, to build the plant.

That is a lot of personalities, firms, countries, branding and suppliers. So, why are partners, alliances and partnerships important? They can bring expertise and money. 

Let me first describe them and why they fall under the umbrella of Marketing.

I call them "Partners or Strategic Alliances: Most times Marketers can’t create customer value and build customer relationships only by themselves. They work closely with partners and alliances outside the firm, and with other company departments (inside partners). 

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

A joint partnership; the joint relationships, partnerships and strategic alliances, these are or include relationships existing between two parties; a relationship resembling a legal partnership and usually involving close cooperation between parties having specific and joint rights and responsibilities as a common enterprise. Usually plural or “Partners,” not Partner. 

Helpful concepts and practices, for partners:

• Ensure that there is excellent planned and natural alignment of internal and external agencies/partnerships/alliances around common goals and purposes. They should be moving toward shared goals or goals.
• Continuous support and cooperation with consultation are usually needed.
• Roles and responsibilities must be clearly communicated, understood and agreed upon.
• Partnership and cooperative agreements are formed that enable parties to bring their major strengths to the table and emerge with better planning, products, services, promotion, presentation, distribution and ideas than they could produce on their own.

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

I am 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
• 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? 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.

It's Cold Or Hot Out There. Why Companies Use Celebrities To Sell? Multiple Reasons? "Art and Science?"

Kind of clever. Environmentally. For sure. Creative. 

Procter & Gamble (P&G) has introduced their "Cold Callers" promotional campaign for Tide using former pro wrestler "Stone Cold" Steve Austin and  rapper and actor Ice-T. They are promotion the product benefits of washing your clothes in cold water. It's about simply saving money on electricity

Why to products and services use celebrities?

• Get more sales. For them to attract attention. 
• Help get the product on the shelves ("Place," in my 9P's). 
• Introduce new products. Obviously, Tide isn't new. 
• Improve company or product’s image
• Boost company or product’s awareness
• Break through the clutter of messaging and media
• Exploit celebrity’s or celebrities' popularity. Great Q scores
• Increase company or product’s credibility
• Use celebrity in marketing and sales meetings. Star can appear in sales events or with "The Rock" you get promotion at movies and events

Major Questions any brand manager or marketing manager should ask?

• Does the celebrity or celebrities add value? Or generate a good impression?
• Is the celebrity or celebrities appropriate for your product or service?
• Does celebrity subtract from product or service?  I love this one. Using "cold," as a benefit.
• It used to be about "gut feelings." Now brand managers are asking “Show me the evidence that this is the right star or celebrity.” It’s both an art and science.”
• Does the celebrity add to the product’s image? Seems like with the pandemic the product was inspired to help build immunity with "immunity-boosting components.
• It's being promoted thru social channels as the primary driver for distribution and sales.
• How much is their fee? 
• How is the contract structured?
• Do you pay the celebrity their fee, which will decrease media exposure/expenses?
• What about the history and future of the celebrity exposure?  What about “after hour” behavior, any criminal record, FTC issues? Health?
• Be sure celebrity uses and continues to use the product?
• Be sure the facts about the product are true and substantiated, before giving script to celebrity.
• You must disclose if the star or celebrity has considerable interest in the company or product.
• Q Scores: The company, Marketing Evaluations, produces a Q score (a numerical rating of a celebrity’s popularity).  It’s a calculated business risk. Past blowups have taught brand managers to do a better job of investigating the background and lifestyles. The checks may uncover something which makes you pause.

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.  

Less Relevant Personalized Ads. They're Coming. This Week. Changing The Internet For The Better Or Worse?

Better for the "people." It's disruptive, especially in the ad world of tracking or not being able to target.

It's a "product," with differentiation and disruptive, using "marketing" terms. Buzzwords. 

It’s the marriage of Apple’s new mobile operating system with its new disruptive privacy settings. It’s contained in Apple’s new operating system, iOS 14.5. Out this week.

It's your control and with Apple's personalized ads on the App Store, Apple News. You'll see how to limit the "personalization" of ads delivered by Apple on your Mac, iPhone, iPad and iPod touch. 

You'll be able to stop and turn off location-based ads (Place and Promotion) delivered by Apple products including Mac, iPhone, iPad and iPod touch.

Apple does say that Apple-delivered ads help potential customers or "people" discover apps, products "while respecting user privacy."

These settings and apps will only allow developers to access the IFA (“Identifier for Advertisers”) these alphanumeric strings, like serial numbers. Users need to consent on an app-by-app basis.

From Facebook’s ad, it will "….change the internet as we know it -- for the worse."

Digital ads, for sure, are being affected and will change. So, consumers or "people" will be voting with their wallet. Paying with their iPhones? These privacy settings have been opposed by many in the advertising industry but not by all users or what I call “people,” in my nine P’s of Marketing.

Apple won’t allow and prohibits developers from using workarounds. Not even fingerprints. Users who say they don't want to be tracked, should not be tracked.

In my 9P's I teach and consult that the 9P's. One of the "P's" is "Presentation." 

• 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.”

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

I am 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)
• Technology will paly a big part in segmentation.
• 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
• Definitely product benefits and attributes for the users and purchasers. 
• Under my 9P's, "Product" describes 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: 
• User friendly. Will you pay more? 
• 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? Apple users and non-Apple users.
• Under "People"/Targeting, target market, audience with media characteristics fall here.
• What should you promote? Strategic copy points. AirTag? 
• 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. Apple is getting plenty of press. 
• 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.

For Best Picture, Who Will Win Tonight In The Oscars?

It's been the  longest season in the entire history of the Oscars. It will all come to an end, give or take several minutes, around 8:30PM Sunday night, in Hollywood.  

For the 93rd Academy Awards, the winner of the DGA (Directors Guild Of America), PGA (Producers Guild of America ), Golden Globes and BAFTA (British Academy of Film and Television Arts) usually wins "Best Picture."  Usually means all but two times. 

This year “Nomadland” won all four awards. 

To me, it would be difficult to see, vote, predict and bet against "Nomadland."

Who will win and should win, in my eyes, for Best Picture--- "Nomadland."

But two films in the past have won all of those award shows and lost for "Best Picture;" they were the movies “1917,” which lost to “Parasite.” And “La La Land,” which lost to “Moonlight.”

We’ll see if  “Nomadland” wins and wins big. Tonight.

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

For all marketing, "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, including movie marketing, and help develop marketing’s objectives, solutions, strategies and tactics. The Nine P's are insightful. In Marketing, especially in planning and execution. 

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."  For movie marketing or movie award season, with it's limitless "promotion," 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)
• Potential movie goers come in many forms. multiplexes, movie theatres, streaming and many more locations.
• For movie segmentation and targeting there's a concept and a practice to see and research a movie's interest. A four-quadrant movie is one which appeals to all four major demographic "quadrants" of the moviegoing "audience:" That would be males and females, both over- 25 and under-25 years of age. Films are generally aimed at at least two such quadrants. Special tentpole or big movies may "hit" all four quadrants. 
• In my 9P's, it's important to look, find and analyze potential, new, existing and repeat customers and users. Potential movie goers and watchers. 
• 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?  It seems everyone may be 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
• Movies, come in many forms and venues. 
• 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? Different movies appeal to different "people." 
• 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.

Olympics In Tokyo? In Three Months, If Everything Goes Right In The Unpredictable Times Of A Global Pandemic?

They postponed the Games from 2020. 

The Olympics from Tokyo: it will be three months from today, if everything goes right in the unpredictable times of a global pandemic

With competitors, staff and visitors (spectators have been banned) from 205 countries to the Olympics, the IOC recognizes countries and regions and hosts for the Summer and Winter Olympic Games. 

The ex-president of the event's organizing committee, Yoshiro Mori, said: "Whether the Olympics can be done or not is about whether humanity can beat the coronavirus (COVID19)." 

So, what is 16 hours ahead of L.A , 13 hours for New York, and may air live?

 If they can pull it off, it would be the Tokyo Olympics Opening Ceremonies, Live, on air in US.

Yes, U.S. TV viewers will get to see -LIVE- the opening ceremonies of the Tokyo Olympics.

The date is July 23rd and the Olympics ceremonies on NBC at 4AM in Los Angeles.

Then what happens after the opening ceremonies?  A special edition of the "Today Show" on NBC.

NBC has planned and scheduled to air over 7K hours on its many networks.

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 viewers, customers and users. 
• Look at at your customer and/or potential user. Do you understand the potential customers 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
• The Olympics are services with plenty of advertisers and viewers. 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
• 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
• 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.

Who Will Be The Biggest Advertiser In Sunday’s Academy Awards—The Oscars?

The Oscars.

The Academy Awards.

It’s this Sunday night. TV spots cost $2 Million.

It always has buzz or some buzz. The pandemic has changed everything.   

It’s a not a trick question, "Who's the biggest advertiser?" 

The answer is ABC and its shows. Total number of TV spots.

Other than the Super Bowl and specific NFL Football games, the Oscar’s are the  second biggest audience of upscale, higher income, sophisticated, better educated “people,” one of my 9P's of marketing

The other advertisers will be Verizon, Grey Goose, Google, AARP, Eli Lilly, Apple, Corona, Kellogg, P&G, Apple, Rolex, GSK, Mars, Subway, Freshpet, apartments.com, Accenture, Cadillac, Expedia, Airbnb, Starbucks, who have been announced. 

Their media buyers are looking for ABC to deliver highly coveted audiences or target markets, which I use the term, "People."  The Oscars bring special moments, live to the viewers and to the advertisers.

Sunday's event, Cadillac will use the Oscars to introduce the LYRIQ, their first electric crossover vehicle.   

Oscars are an important cultural event. For advertisers, they will pay about $2M for a 30-second tv spot or approximately 66K a second. 

Advertisers who spent the most? They were Cadillac, Verizon, Google and Rolex, They spent more than $24 million combined.

I teach there are many ways under "Promotion" to use those promotional dollars. 

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

I am 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)
• Potential Cadillac buyers, telephone or smart phone buyers and others consumers. 
• 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.
• 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:
• The Oscars and their audience, TV viewers and moving-goers are unique. Different. 
• 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: 
• Consumers are voting with their wallets.
• 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.