Wednesday, June 30, 2021

Celebrity Marketing And Advertising: The Best CMO - Chief Marketing Officer - Who Was CEO? Hint Boxy U.S. Cars.

Hint? Boxy? Autos? He was visionary.

He saved the company.

He created a line of autos to compete with Japan. 

He was their pitchman or person? To think about side of the box and he came up with boxy cars. 

It was Lee Iacocca who saved Chrysler with K-cars, a "product" of boxy family cars to compete with the Japanese auto makers and he sold the cars on TV and in print. 

Slogan? If you can find a better car, buy it. 

Why to products and services use celebrities?

  • For them to attract attention. This could be to help get the product on the shelves, and to generate sales. 
  • Introduce new products. 
  • Improve company or product’s image
  • Boost company or product’s awareness
  • Break through clutter
  • Exploit celebrity’s popularity, for sure the popularity of LeBron is high. Great Q scores
  • Increase sales
  • Increase company or product’s credibility
  • Use celebrity in marketing and sales meetings. Star can appear in sales events or on Zoom; you get promotion at games, movies and events.
Major Questions any brand manager or marketing manager should ask?
  • Is the celebrity appropriate for your product or service?
  • Does celebrity subtract from product or service?  I love this one.
  • Does the celebrity add value? Or generate a good impression?
  • 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 replace coffee in the morning. 
  • How is the contract structured? Lee was the CEO. 
  • 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.  

Tuesday, June 29, 2021

A Marketing Question: What Do The 9P's Of Marketing Have In Common With Jersey Devil?

Amusement parks are competing for visitors. Strategic promotional copy points included. I could use the new, unique or better Jersey Devil rollercoaster to teach Marketing.

Looking at aspects of branding; brand equity; brand name; quality; unique selling proposition (USP or U.S.P.) and unique value proposition; newness; complexity; physical appearance; packaging; labeling; ingredients; maintenance and service contracts; and others.

It's 56 MPH fast. 

The new ride at New Jersey's Six Flags Great Adventure is a marketing and promotional story. It's 13 stories tall, the world's tallest, fastest and largest single-rail roller coaster.

I tech and consult that developing a strong brand is a byproduct. It 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.

I'd talk about reviewing segmentation and targeting, and look at the strategy of FOMO: (Fear of Missing Out).

 Making sure there is differentiation or distinction in your product or service. Unique Selling Proposition or Point, shortened to USP falls here too. Differentiate based on the needs and wants of the potential consumers and businesses.

 USP or U.S.P., in the past, centered on specific features about the product offering. In today’s marketplace the differences may be on the customer’s experience and how they like “dealing” with the product or the sales experience. These factors and experiences are what build brands.

 One more insight into planning: Experienced marketing professionals know what it takes to research, develop and execute a successful campaign and not just creatively, but also financially.

More insights into true Marketing and advertising practices and examples? Including smart Marketing trivia?  Visit right here

I am a senior Forensic Marketing Expert, Advertising expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC.

I created the 9P's of Marketing. I own a copyright for the Nine P’s/9 P's of Marketing ©2007 concepts and Marketing practices, which augment the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association (AMA), Neil Borden and Jerome McCarthy in the study and practice of Marketing.

The Nine P's/9P's of Marketing help identify marketing problems in a number of strategic areas and help develop profitable marketing’s objectives, strategies, tactics and solutions. The 9P's are insightful. 

In Marketing, the "customer," or potential consumers should be the center of the universe or "king," but they are missing in the 4P's. I feel from my study and research that there needs to be more focus on the "Customer," or "People." "People" or market segments, which utilize demographics, geographics, psychographics, behavioral characteristics and technographics, are vital, learning components of the 9P's.


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


In the study and practice of Marketing, brand, advertising and marketing managers develop plans, strategies and tactics. The Nine P’s include these important concepts, practices and 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. Roller coast riders,? People wanting to ride the largest? Biggest? Fastest? In NJ? 
    • To understand your "People" or market segments, you will need to or may need to utilize many characteristics, including demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographicspsychographics (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. 
  • Product and Services
  • Place (Distribution)
  • Price: 
  • Planning
  • Promotion: 
    • There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities. 
    • The activities that communicate the merits of the overall product include:
      • Personal Selling/ Sales Force: Sales persons
        • Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
      • Advertising: There's an expression "It is only creative if the product or service sells." I wanted to add "It is only good media spending if it sells." 
      • Sales Promotion
      • Collateral Materials
      • Direct Marketing (also referred to as Action or Direct Response Advertising)
      • Interactive/Internet/Web, Digital Media, Social Media:  
      • Events and Experiences
      • Public Relations/PR
    • Here are some strategic comments and questions under Promotion:
      • 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: 
  • 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.

Monday, June 28, 2021

Is There A Marketing Battle For Vacation Homes? "Product?" Inventory?

It's summer and it's competitive for homes and travelers. 

Yes, they are competing. 

Competing for listings. With each other. They are battling after owners or lessors/renters in a kind of a B2B environment.  At the top of the funnel or pipeline. 

The battle is before the "People," or vacation travelers to homes and residents near national parks, beaches and  mountains, urban and non urban areas. 

Who's battling? Vrbo and Airbnb. 

There's not enough "Product." There's Promotion and promotional vehicles to get inventory and to find them and to sign them up. These "people" could be first time or are already on a site like Airbnb, offering their listing. 

The companies have made signing up easier.  Vrbo even has a super fast program to allow Airbnb homeowners to transfer their info and property to Vrbo. 

There's even comparative advertising. Vrbo mentions Airbnb in their advertising. The message is to list for both in these recruitment advertising. 

It's a tough time since so many people can work remotely.  More bookings are now for weekdays---the work week in remote areas. Work and play with an Vrbo listing or Airbnb property. So sometimes the listing could want to use their previous property for themselves. 

One more example. Price, under 9P's. They charge different amounts. A Vrbo property could charge 5% of a booking and 3% for payment-processing while Airbnb price is 3% of the booking revenue.

I love teaching and showing comparative promotion or advertising. It's fun to show it. Like the old Pepsi v Coke stuff.  

Comparative advertising is a promotional strategy in which a company's or firm's product or service is presented as "better," different or superior when compared to a competitor's. 

It's maybe shown or said or depicted. With and without copy.  A comparative advertising campaign may involve demonstrating a side-by-side comparison of the benefits or features of a company's products next to those of its competitors. 

More insights into true Marketing and advertising practices and examples? Including smart Marketing trivia?  Visit right here

I am a senior Forensic Marketing Expert, Advertising expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC.

I created the 9P's of Marketing. I own a copyright for the Nine P’s/9 P's of Marketing ©2007 concepts and Marketing practices, which augment the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association (AMA), Neil Borden and Jerome McCarthy in the study and practice of Marketing.

The Nine P's/9P's of Marketing help identify marketing problems in a number of strategic areas and help develop profitable marketing’s objectives, strategies, tactics and solutions. The 9P's are insightful. 

In Marketing, the "customer," or potential consumers should be the center of the universe or "king," but they are missing in the 4P's. I feel from my study and research that there needs to be more focus on the "Customer," or "People." "People" or market segments, which utilize demographics, geographics, psychographics, behavioral characteristics and technographics, are vital, learning components of the 9P's.


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


In the study and practice of Marketing, brand, advertising and marketing managers develop plans, strategies and tactics. The Nine P’s include these important concepts, practices and components:

  • People (Segmentation and Targeting)
    • Plenty of examples with Vrbo and Airbnb. 
    • In my 9P's, I stress that firms need to look and analyze potential, new, existing and repeat customers and users. 
    • To understand your "People" or market segments, you will need to or may need to utilize many characteristics, including demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographicspsychographics (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 market segments
    • "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.
    • 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.
  • Product and Services
  • Place (Distribution)
  • Price: 
  • Planning
  • Promotion: 
    • There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities. 
    • The activities that communicate the merits of the overall product include:
      • Personal Selling/ Sales Force: Sales persons
        • Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
      • Advertising: There's an expression "It is only creative if the product or service sells." I wanted to add "It is only good media spending if it sells." Vrbo is introducing a comparative advertising campaign mentioning Airbnb. 
      • 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: 
  • 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.

Sunday, June 27, 2021

Great Marketing with People, Presentation And Promotion For Accountability And Diversity: Popeyes?

Yes, Popeyes. Regarding accountability and diversity, I highlight this tactic and program as one of the smartest, brightest strategies, actions and activities. Totally smart, forward overall approach and, specifically, diversity thinking.

I'm going to add this to my "What is Marketing? What is Advertising? lectures, and I'm giving one of these presentation in June. 

I file this under the 9P's of "Promotion," "People" and "Presentation." 

Under "Presentation" in my 9P's look at   Look at “real” product and service experiences. This “P” or “Presentation” is the act of strategically presenting any of the different 9P’s© and/or components to your customers, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, partners, and/or others.

They may be symbols or images that represent something; a descriptive or persuasive account (as a sales person of the product or service). Something set forth for the attention of mind.

While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with consumers. Enabling consumers and “allowing” them to “feel” the brand. 

It's Popeye's Diversity Scorecard that has a landing page which compares the "People" aspects of racial and gender makeup of their customer base ("People") with the makeup of their marketing professionals, brand, agency partners, production partners plus their TV casting  and online "promotional" talent. 

They are looking at, reviewing and reporting their brand makeup, media, casting, social, influencers, Brand/Marketing employees and leaders, agency partner makeup too. 

More insights into true Marketing and advertising practices and examples? Including smart Marketing trivia?  Visit right here

I am a senior Forensic Marketing Expert, Advertising expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC.

I created the 9P's of Marketing. I own a copyright for the Nine P’s/9 P's of Marketing ©2007 concepts and Marketing practices, which augment the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association (AMA), Neil Borden and Jerome McCarthy in the study and practice of Marketing.

The Nine P's/9P's of Marketing help identify marketing problems in a number of strategic areas and help develop profitable marketing’s objectives, strategies, tactics and solutions. The 9P's are insightful. 

In Marketing, the "customer," or potential consumers should be the center of the universe or "king," but they are missing in the 4P's. I feel from my study and research that there needs to be more focus on the "Customer," or "People." "People" or market segments, which utilize demographics, geographics, psychographics, behavioral characteristics and technographics, are vital, learning components of the 9P's.

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


In the study and practice of Marketing, brand, advertising and marketing managers develop plans, strategies and tactics. The Nine P’s include these important concepts, practices and 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. 
    • To understand your "People" or market segments, you will need to or may need to utilize many characteristics, including demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographicspsychographics (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 market segments
    • It’s easy to market toward demographics, but brands can’t connect with people unless they learn how they think. By developing mindset-based marketing strategies, brand decision-making can better resonate with these segments, targets and audiences to increase consumer loyalty.
    • 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? 
    • Place "consumers," "People" or "potential buyers" in the middle of a circle. Find information or data on them. Add the other components in the other nine P's.
    • Post Covid 19 pandemic, I'm seeing "People" want an exceptional buying experience, which includes ethics and the company’s values. People are caring about convenience, comfort, ethics, and sustainability.  Look at home delivery of meals and everything on Amazon and Walmart or Target.
    • “People” or consumers prefer to buy “Products” from brands that share their values and “purpose-driven” movements.
    • Targeting mindsets allows brands to connect with consumers on an emotional level, which positively affects brands’ bottom lines.
    • Consumer and shopping data, plus first-party data can also help brands identify what people find valuable and important. You need to know where they live, how they work and play?
    • "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.
    • 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.
  • 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: 
    • I’m finding that “People” or potential customers in my 9P’s, actual consumers are no longer buying “Products” and services based solely on “Price” and product quality.
    • An IBM study found that Nearly six in 10 consumers ("People") surveyed are willing to change their buying habits to reduce environmental impact. They found that 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
  • Partners
  • Presentation: 
    • Consumers are voting with their wallet and pocketbook.
    • 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.

Saturday, June 26, 2021

The Switch? What’s With CBS And NBC For Super Bowl LV (2021) And LVI (2022)?

CBS had the TV network rotation for Super Bowl in 2022. They got 2021. 

NBC had 2021 and they got 2022. Simply they switched. Why? The Olympics. 

The location will be Los Angeles for Super Bowl (LVI) on 2/13/2022?

This year or 2021 the Super Bowl was on CBS. 

They switched with NBC who wanted 2022. 

As part of the TV network rotation established by the NFL's TV contracts, CBS was due to broadcast the Super Bowl in 2022, but Super Bowl LVI would fall on a date that coincides with the Winter Olympics, which NBC holds the rights to.  Super Bowl TV spots for 2022 are priced at $6M each or $200,000 per second. 

CBS switched with NBC.CBS didn't charge or receive close to $6M a spot during the pandemic. 

More insights into true Marketing and advertising practices and examples? Including smart Marketing trivia?  Visit right here

I am a senior Forensic Marketing Expert, Advertising expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC.

I created the 9P's of Marketing. I own a copyright for the Nine P’s/9 P's of Marketing ©2007 concepts and Marketing practices, which augment the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association (AMA), Neil Borden and Jerome McCarthy in the study and practice of Marketing.

The Nine P's/9P's of Marketing help identify marketing problems in a number of strategic areas and help develop profitable marketing’s objectives, strategies, tactics and solutions. The 9P's are insightful. 

In Marketing, the "customer," or potential consumers should be the center of the universe or "king," but they are missing in the 4P's. I feel from my study and research that there needs to be more focus on the "Customer," or "People." "People" or market segments, which utilize demographics, geographics, psychographics, behavioral characteristics and technographics, are vital, learning components of the 9P's.


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


In the study and practice of Marketing, brand, advertising and marketing managers develop plans, strategies and tactics. The Nine P’s include these important concepts, practices and 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. 
    • To understand your "People" or market segments, you will need to or may need to utilize many characteristics, including demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographicspsychographics (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 market segments
    • It’s easy to market toward demographics, but brands can’t connect with people unless they learn how they think. By developing mindset-based marketing strategies, brand decision-making can better resonate with these segments, targets and audiences to increase consumer loyalty.
    • 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? 
    • Place "consumers," "People" or "potential buyers" in the middle of a circle. Find information or data on them. Add the other components in the other nine P's.
    • Post Covid 19 pandemic, I'm seeing "People" want an exceptional buying experience, which includes ethics and the company’s values. People are caring about convenience, comfort, ethics, and sustainability.  Look at home delivery of meals and everything on Amazon and Walmart or Target.
    • “People” or consumers prefer to buy “Products” from brands that share their values and “purpose-driven” movements.
    • Targeting mindsets allows brands to connect with consumers on an emotional level, which positively affects brands’ bottom lines.
    • Consumer and shopping data, plus first-party data can also help brands identify what people find valuable and important. You need to know where they live, how they work and play?
    • "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.
    • 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.
  • 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: 
    • I’m finding that “People” or potential customers in my 9P’s, actual consumers are no longer buying “Products” and services based solely on “Price” and product quality.
    • An IBM study found that Nearly six in 10 consumers ("People") surveyed are willing to change their buying habits to reduce environmental impact. They found that 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 and pocketbook.
    • 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.

Friday, June 25, 2021

NCAA Woke Up: Two Words: Reggie Bush. And One More Word. Timing.

The NCAA has in my lifetime argued against athletes profiting off their NILs (name/Image/likeness) and with the Supreme Court's decision this week and states signing rights into law, the NCAA will be creating a policy that athletes will not be penalized for profiting from their name, image and likes.

NCAA took too much time to wake up. And a whole lot of money in their fighting. 

NCAA will ask schools to post on their websites that there is written policy governing NIL with language or copy on prohibiting payments from boosters in exchange for athletic performance or attendance at that college or university.

It's about Promotion and Product in the 9P's of Marketing. Oh, and follow the money. 

More insights into true Marketing and advertising practices and examples? Including smart Marketing trivia?  Visit right here

I am a senior Forensic Marketing Expert, Advertising expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC.

I created the 9P's of Marketing. I own a copyright for the Nine P’s/9 P's of Marketing ©2007 concepts and Marketing practices, which augment the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association (AMA), Neil Borden and Jerome McCarthy in the study and practice of Marketing.

The Nine P's/9P's of Marketing help identify marketing problems in a number of strategic areas and help develop profitable marketing’s objectives, strategies, tactics and solutions. The 9P's are insightful. 

In Marketing, the "customer," or potential consumers should be the center of the universe or "king," but they are missing in the 4P's. I feel from my study and research that there needs to be more focus on the "Customer," or "People." "People" or market segments, which utilize demographics, geographics, psychographics, behavioral characteristics and technographics, are vital, learning components of the 9P's.

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


In the study and practice of Marketing, brand, advertising and marketing managers develop plans, strategies and tactics. The Nine P’s include these important concepts, practices and 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. Fans. 
    • To understand your "People" or market segments, you will need to or may need to utilize many characteristics, including demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographicspsychographics (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. 
  • 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: 
  • 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
  • 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.

Thursday, June 24, 2021

Poor "Presentation:" What A Mess. Product Name Change For Michael B. Jordan Rum Product? New Name?

He was so proud. Of his new rum.  

I look at the rum's marketing "presentation." 

Well, there will be a new name for new rum brand for the previous named and promoted “J’Ouvert.”

Michael B. Jordan has apologized for his new product launch name after a brand/product backlash.

The new line of “product was to be named “J’Ouvert.” No longer. 

Under “presentation” in the 9P’s it’s a mistake. 

I teach and consult that you need to look at “real” product and service experiences 

This “P” or “Presentation” is the act of strategically presenting any of the different 9P’s© and/or components to your customers, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, partners, and/or others.

They may be symbols or images that represent something; a descriptive or persuasive account (as a sales person of the product or service). Something set forth for the attention of mind.

The new rum's name which hasn't and won't be introduced comes from a festival that celebrates emancipation and 18th century slavery.  Adding that it involves 18th-century plantation owners and masters dressing up as enslaved people.

Yikes. Culturally inappropriate.  

Btw “J’Ouvert” comes from an Antillean Creole French term that translates to “daybreak.”

Jordan said before coming up with new name: Bottom of Form

  • “I just wanna say on behalf of myself & my partners, our intention was never to offend or hurt a culture (we love & respect) & hoped to celebrate & shine a positive light on…we sincerely apologize & look forward to introducing a brand we can all be proud of.”

Nicki Minaj of Trinidad said “I’m sure MBJ didn’t intentionally do anything he thought Caribbean ppl (people) would find offensive, but now that you are aware, change the name & continue to flourish & prosper.”

Jordan has said they will rename his rum brand.

More insights into true Marketing and advertising practices and examples? Including smart Marketing trivia?  Visit right here

I am a senior Forensic Marketing Expert, Advertising expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC.

I created the 9P's of Marketing. I own a copyright for the Nine P’s/9 P's of Marketing ©2007 concepts and Marketing practices, which augment the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association (AMA), Neil Borden and Jerome McCarthy in the study and practice of Marketing.

The Nine P's/9P's of Marketing help identify marketing problems in a number of strategic areas and help develop profitable marketing’s objectives, strategies, tactics and solutions. The 9P's are insightful. 

In Marketing, the "customer," or potential consumers should be the center of the universe or "king," but they are missing in the 4P's. I feel from my study and research that there needs to be more focus on the "Customer," or "People." "People" or market segments, which utilize demographics, geographics, psychographics, behavioral characteristics and technographics, are vital, learning components of the 9P's.

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

In the study and practice of Marketing, brand, advertising and marketing managers develop plans, strategies and tactics. The Nine P’s include these important concepts, practices and 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. Potential consumers for “J’Ouvert.”
    • To understand your "People" or market segments, you will need to or may need to utilize many characteristics, including demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographicspsychographics (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 market segments
    • It’s easy to market toward demographics, but brands can’t connect with people unless they learn how they think. By developing mindset-based marketing strategies, brand decision-making can better resonate with these segments, targets and audiences to increase consumer loyalty.
    • 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? 
    • Place "consumers," "People" or "potential buyers" in the middle of a circle. Find information or data on them. Add the other components in the other nine P's.
    • Post Covid 19 pandemic, I'm seeing "People" want an exceptional buying experience, which includes ethics and the company’s values. People are caring about convenience, comfort, ethics, and sustainability.  Look at home delivery of meals and everything on Amazon and Walmart or Target.
    • “People” or consumers prefer to buy “Products” from brands that share their values and “purpose-driven” movements.
    • Targeting mindsets allows brands to connect with consumers on an emotional level, which positively affects brands’ bottom lines.
    • Consumer and shopping data, plus first-party data can also help brands identify what people find valuable and important. You need to know where they live, how they work and play?
    • "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.
    • 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.
  • 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: 
    • I’m finding that “People” or potential customers in my 9P’s, actual consumers are no longer buying “Products” and services based solely on “Price” and product quality.
    • An IBM study found that Nearly six in 10 consumers ("People") surveyed are willing to change their buying habits to reduce environmental impact. They found that 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. Rum drinkers? 
      • 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 and pocketbook.
    • 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.

Wednesday, June 23, 2021

More New Product Development Or Product, Under Nine P's: Now Flying Cars, In Congested Cities And Areas?

Falling under Product in the 9P’s: Here’s an Example of Product And Services.

It’s a new market.  Coming as early as 2025. Air taxis. Also know as flying cars or mobility vehicles.  

They come in different shapes and sizes. Rotors instead of propellers and electric batteries for jet engines. 

With another P, Partners, flying cars are being developed by Toyota, General Motors, Daimler, Hyundai and Geely. 

 One of the example, Hyundai, the South Korean automaker, as both a product and they will service them too.  Under "people," they are transporting up to five or six and will serve airports.

More insights into true Marketing and advertising practices and examples? Including smart Marketing trivia?  Visit right here

I am a senior Forensic Marketing Expert, Advertising expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC.

I created the 9P's of Marketing. I own a copyright for the Nine P’s/9 P's of Marketing ©2007 concepts and Marketing practices, which augment the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association (AMA), Neil Borden and Jerome McCarthy in the study and practice of Marketing.

The Nine P's/9P's of Marketing help identify marketing problems in a number of strategic areas and help develop profitable marketing’s objectives, strategies, tactics and solutions. The 9P's are insightful. 

In Marketing, the "customer," or potential consumers should be the center of the universe or "king," but they are missing in the 4P's. I feel from my study and research that there needs to be more focus on the "Customer," or "People." "People" or market segments, which utilize demographics, geographics, psychographics, behavioral characteristics and technographics, are vital, learning components of the 9P's.


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


In the study and practice of Marketing, brand, advertising and marketing managers develop plans, strategies and tactics. The Nine P’s include these important concepts, practices and components:

  • People (Segmentation and Targeting)
    • The market for flying cars?  New users, for sure; it's a new market? 
    • In my 9P's, I stress that firms need to look and analyze potential, new, existing and repeat customers and users. 
    • To understand your "People" or market segments, you will need to or may need to utilize many characteristics, including demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographicspsychographics (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 market segments
    • It’s easy to market toward demographics, but brands can’t connect with people unless they learn how they think. By developing mindset-based marketing strategies, brand decision-making can better resonate with these segments, targets and audiences to increase consumer loyalty.
    • 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? 
    • Place "consumers," "People" or "potential buyers" in the middle of a circle. Find information or data on them. Add the other components in the other nine P's.
    • Post Covid 19 pandemic, I'm seeing "People" want an exceptional buying experience, which includes ethics and the company’s values. People are caring about convenience, comfort, ethics, and sustainability.  Look at home delivery of meals and everything on Amazon and Walmart or Target.
    • “People” or consumers prefer to buy “Products” from brands that share their values and “purpose-driven” movements.
    • Targeting mindsets allows brands to connect with consumers on an emotional level, which positively affects brands’ bottom lines.
    • Consumer and shopping data, plus first-party data can also help brands identify what people find valuable and important. You need to know where they live, how they work and play?
    • "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.
    • 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.
  • 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: 
    • I’m finding that “People” or potential customers in my 9P’s, actual consumers are no longer buying “Products” and services based solely on “Price” and product quality.
    • An IBM study found that Nearly six in 10 consumers ("People") surveyed are willing to change their buying habits to reduce environmental impact. They found that 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
  • Partners: The companies will have "partners" in this new market. 
  • Presentation: 
    • Consumers are voting with their wallet and pocketbook.
    • 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.