1-2-3 let's go to Park City in the dead of winter?
From Utah to Sundance.
From struggling to successful.Robert Redford planned and revamped the Sundance Film Festival. He wanted to sell in a different way. He wanted to support independent films and he picked Park City in the winter.
Why I'm writing this post is I found this quote, from Redford: "I want the ambush marketers--the vodka brands and gift-bag people and the Paris Hiltons--to go away forever." They have nothing to do with what's going on here, at the Sundance Film Festival."
You can get into hot water sometimes with ambush marketing. What is it?
Ambush marketing is a strategy where a brand tries to associate itself with a major event, such as a sporting event, without being an official sponsor, often by using logos or language similar to the event's, sponsoring an athlete rather than the event itself, or by engaging in direct activities at the event venue to gain exposure.
While ambush marketing offers a cost-effective way to achieve brand awareness and increased visibility it can also disrupt competitor strategies, it carries risks, including legal action from official sponsors and event organizers. Where do you put this in the (P's. Planning. Passion. He promoted in a different way including "Place."
My 9P's of Marketing do include include these important concepts, practices and components:
I use the 9P's with Planning, Partners, Product, Place, Presentation, Promotion and others to illustrate an unusual insight or example. To find opportunities and problems in Marketing.
- Planning and Research.
- Planning for marketing activities, global expansion, objectives, strategies and tactics. Viewership, revenue, sales. All sales, whether in services, fashion, sports, amusement parks, hotels, resorts, autos, fast food, retail sales or tires, refreshments or cereal, as three examples.
- From the founder of Intuit, Scott Cook, said: " A brand is no longer what we tell the consumer it is -- (maybe from Marketing Research never was is my comment) it is what consumers (“People” in the 9P’s) tell each other it is.
- People (Segmentation and Targeting)
- Consumers and users, as in shoppers. TV viewers. Purchasers of sports memorabilia? .
- In my 9P's, I stress that firms need to look and analyze potential, new, existing and repeat customers and users.
- Product and Services, includes sports, people and celebrities too. I teach that perfection resides in quality, not quantity.
- Place (Distribution), includes retail and online. How about locations of stadiums, amusement parks and resorts?
- Price or Pricing, many contingency plans needed.
- 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:
Like Super Bowl advertising in February for Super Bowl. Think about this 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, advertising mascots can fit here, too. Signage would fit here.
- Collateral Materials
- Direct Marketing (also referred to as Action or Direct Response Advertising)
- Interactive/Internet/Web, Digital Media, Social Media:
- Events and Experiences, sampling
- Public Relations/PR
- One stop shopping is more important than ever.
- Partners/Alliances, can be one of the most powerful of the 9P's if researched, performed and handled well.
- There should be moving forward towards shared goals or goals.
- Presentation:
- The act or acts 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.
Presentation aspects may be signs, 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 of your targets ("People") and media audiences. I've added "culture," too. I'm adding "culture," too.
- Passion, including consumers and employees. Think about the lines sometimes of consumers waiting for a new Apple product
I am an experienced, senior Forensic Marketing Expert, Advertising expert, Advertising/ Marketing consultant with Londre Marketing Consultants, LLC.
I created the 9P's. I own a copyright for these Nine P’s/9 P's of Marketing©2007 concepts and Marketing practices, which augment the 1960's 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. It's sixty years later and we are in the digital age.
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. The nine P's were created for the digital age.
