Larry Steven Londre’s Marketing Blog

Saturday, January 21, 2023

February/March/April 2023 Update: Promotional Lines And More Used By Real Estate Agents And Realtors (There's A Difference) In Playa Vista Or "Silicon Beach" With The Nine P's Of Marketing.

We live in Playa Vista. 90094. The past nine years.

I grew up about three or four miles from Playa Vista, in old Ladera Heights, not what was called "new (west of La Cienega)" or "upper Ladera Heights (north of Slauson, west of La Cienega)."

I remember catching pollywogs and frogs at the corner of Centinela and Sepulveda. I remember the small lake at La Tijera and La Cienega where the Ralphs is now. Where Builders Emporium was located.

I went to St. Jerome's and Loyola High, plus two degrees from USC.

I know the geographic and selling area well.

For 47 years I have been a marketing and advertising professional. While working full-time, I taught 78 semesters of Marketing, Advertising, Global Marketing and Business Strategies, over 38 years at USC, Pepperdine (all five campuses, in their MBA program), LMU, CSUN and am a guest speaker at several universities and colleges, law schools (USC Gould, Ucla, Southwestern and Loyola Law School) plus professional groups/societies.

Reasons for the post, which I started in 2016:

The realtors and agents say and promote that they are: #1 (in so many ways how can there be that many Numero Unos or Unas? Out market. Out sell. Out work. Out perform.

Plus the realtor who wrote: "I usually don't resort to this type of letter, as I don't like receiving these types of letters from realtors." Really.

Or the realtor or wrote copy, caps: "I CAN MARKET YOUR HOME WORLWIDE."

For educational purposes plus as a Marketing expert and as a former VP of our HOA, our residents started to get a ton of unsolicited mail and promotional materials from agents and realtors. We have had real estate agents and realtors knocking on our doors in Playa Vista, dropping off literature which isn't permitted by PVPAL.

Most overused line by the industry: "Just sold." Doesn't say how long it took, at what commission, asking price; was it priced for an easy sell?

Second one: "I know marketing," from an agent or realtor. Please! So overused and they can't usually give you a definition of Marketing and accurately breaking the practice of Marketing into hundreds of components. May never have taken one marketing class.

I give presentations at business schools, grad schools and law schools, plus associations and groups. My topics for an interactive discussion on "What are the Differences between Marketing and Advertising." Or simply "What is Marketing? What is Advertising?" Agents and realtors usually can't tell you the difference. Sad, but true.

We get a lot of unsolicited promotional materials from realtors and agents. I started collecting the slogans and headlines. Some of these slogans, body copy, tag lines and headlines are better than others. Some are not believable. Simply, unbelievable.

Regarding slogans and headlines: Many promotional lines. Some more competitive than others. Some with exaggeration and hyperbole, plus "puffery." Many with no relevant dates or time periods.

I'll add a few comments from my experiences from teaching Marketing and Advertising, Marketing consulting and expert witnessing in court.

We have used a few of these realtors and agents. We know their reputations. Some are better than others. Some have good reputations, others not so good.

On our Network Exchanges some are regarded as "untrustworthy." I have not been able to fully verify these claims. This post is for educational purposes, cocktail "talk," and a teaching and learning situations for homeowners, potential homeowners and others.

April 2023: "We Market Homes Differently...I add a comment. They do add "we can help sell your home for the highest possible price," which is unbelievable, to me.
February 2023: The market might be slow, but we have been active...
February 2023: We'll sell your home in 30 days or less guaranteed, or we'll buy it** (with font size you need a magnifying glass to read)
February 2023: A Market Shift is Happening, What Does it Mean?
February 2023: What are your real estate goals? We can sell yours too.
January 2023: "Let's work together."
January 2023: "Robin has a passion for real estate..."
January 2023: We can sell your property of home within 20 days.
January 2023: Playa Vista's #1 Agents. I'll let you guess there are plenty of #1's.
January 2023: Top sales or top seller
February 2022: "We'll sell your home in 30 days or less. Guaranteed, Or we'll buy it!!
January 2022: Connect with us to build a marketing strategy for your home."
January 2022: For Playa Vista--One realtor said they sold 95 homes (63 in PV), and another realtor said that only 60 total homes were sold in 2021 FULL YEAR in PLAYA VISTA. What gives?
October 2021: "What others do? Install for sale sign; Post Property to MLS; Create and Print flyers; Wait for calls and wonder what's going on; Reduce property price." A little harsh. Promotion and copywriting by Suarez Team of KW
October 2021: The Monster Dash 5K sponsored by Compas, and I'd label that under "promotion, Events and Experiences, under 9P's of Marketing
September 2021 "In 2021, we've helped over 250 families ...buy and sell local real estate."
January 2019: We get mailers every day from Realtors even though we are on a do not mail list. It seems they don't care and just do mass mailings. We received a mailer from Pier to Pier. They state "flat fee." Pay only $15K to the listing broker. Their "Place," one of the nine P's of Marketing. Pier to Pier includes "Sellers from the South Bay to Downtown L.A. (DTLA) and points beyond are saving tens of thousands of dollars by listing with them. "
"WE ACTUALLY DO MORE TO MARKET PROPERTIES THAN AGENTS CHARGING MUCH HIGHER COMMISSIONS..."
Does that pass the logic test?
January 2019: One of the good ones, Winnie Lichit says, Playa Vista is about "HOME. FAMILY. FRIENDSHIPS. SCHOOL. COMMUNITY." I would agree.
September 2018: Flexner + Ziari stated "...that Playa Vista had cracked the top 10 for property crime in L.A. Then they offered some security tips.
September 2018: Do you think real estate commissions are too high? Offering a 1% listing side commission, with PiertoPier brokers.
August 2018: With the headline WHY NOT SAVE $10,000-$40,000." Bob & Cheryl have a price and discount strategy. The seller "may" save by having the same broker for seller and buyer. Not sure you the seller get the SAME Full Service!!!"
From July 2018: "Syndication to all websites." Not sure what that means.
From July 2018: "Pay 1% listing commission or no escrow fees -your choice." Using Price and Pricing to promote. A form of discounting. Very small font: "Buyer's Broker commission calculated separately."
From June 2018: Two calling themselves the "Top Playa Vista Real Estate Team." They use body copy of "most closed transactions."
From June 2018: A broker/realtor stating "we have successfully sold home in your neighborhood."
From June 2018: Doesn't each and every realtor say they get the highest values for their seller? What's most important in choosing a realtor, FS?
From May 2018: From Jesse Weinberg and Vivian Lesney. This time it's with wine and cheese and a "TWILIGHT OPEN HOUSE." The capital letters are theirs, not mine.
From March 2018: "Best Priced Single Family Home in Playa Vista" from Fineman Suarez
From January 2018: Average price per sq.ft was $657 in '17; Average sold price was $1.17 million in '17, according to Halton Pardee.
From January 2018: A headline from Josh Goldstein "The Face of Phase II." Interesting, without any copy benefits or copy support.
From December 2017: Tami Humphrey says "#1 in home sales."
From November 2017: Receive plenty of mailers from Jesse Weinberg and Vivian Lesny, who claim to be the #1 Sales Team Nationwide for Keller Williams Realty.
From October 2017: Got a mailer, unsolicited from Daniel Lowe of Gibson International: With four typos. How's that for detail? (home, should have been home's; qulified, should have been qualified; mazimize, should have been maximize; personailzed, should have been personalized--what a spell check problem for me in this post. How many mailers did he send with the misspellings?
From October 2017, Fineman Suarez, promoted "Get a pie of pie and a free pumpkin."
From October 2017, Jesse Weinberg and Vivian Lesny promoted a "Twilight Open House" for a property in Dorian.
From April 2017, Jackie Samis of KellerWilliams: What an opening line? "I ususally don't resort to this type of letter, as I don't like receiving these types of letters from realtors."
From April 2017, Playa Vista Reporter and Robert Pitts Estates: Featuring a home in Ladera Heigths. Really? Zip code 90056 isn't 90094. I grew up in 90056 and live in 90094. Let's be real.
From April 2017: Flexner + Ziari: "More Playa Vista Homes Sold Than Any Other Brokers." "We have sold more homes in this area than any other realtors and will talk you through what to expect." Backup?
From March 2017, Gwendolyn J. Thomas: "I bring you resources, experience and strategy that are unmatched." Really, unmatched?
From March 2017, the Fineman Suarez team: "Contact the champions and get the results you desire." "This March, don't make the process of choosing a Real Estate Team turn into Madness." Using a Promotional tactic of comparative advertising, Fineman Suarez give more than a dozen competitors to call.
This Valentine's Day let our team...find a buyer to fall in love with your home; ..get the results you desire."
From March 2017, SFG Group: "Highest sale price ever in Playa Vista."
From March 2017, Halton Pardee: "We love making things happen for our clients. #1 Team in Los Angeles; #2 Sales Team in the U.S.A.; Work with the Real Estate Market Leader. On average , our listings sell above market Price." (Londre questions: Sure are a number of #1 teams out there, plus how do their listing sell above market price if the market price is the market price?
From March 2017, Playa Vista Specialists: "Setting THE NEW STANDARD (their caps) for selling condos and homes in Playa Vista."
From March 2017, JGold Group: "Seldom do these condos (Camden at Playa Vista, multiple buildings in Phase II) come available, so don't miss your opportunity to see this today?" Londre comment: Puffery. Really, how new is it?
From March 2017, Halton Pardee: "All you need to know" is their headline or teaser line. Londre comment: Really, all you need to know? Plus "as seen in REALTRENDS: 20K+ per week, potential buyers." Londre comment: " How many are on a "do not mail list?"
From February 2017, Myers & Casey: "...Our clients come first. Our goal is to make the purchase or sale of your home seamless and stress free."
From February 2017, Halton Pardee: "Partner with us, the Market Leader. #1 Team in Los Angeles; #2 Sales Team in the U.S.A.; Selling your home...interview the Market Leader" (Londre question: Surely are a number of #1 teams out there?
From February 2017, J Gold Group: For insight into Playa Vista's Real Estate Market and Community..."
From February 2017, Flexner + Ziari: Over 400 of your neighbors have trusted us." Is this from listing and selling? Any research to back this up?
From February 2017, the Fineman Suarez team: "This Valentine's Day let our team...find a buyer to fall in love with your home; ..get the results you desire."
From February 2017, Playa Vista Living Team, Tami Humphrey: "#1 Total Sales; #1 Total Buyers represented; #1 Total Leased Properties; #2 Total Listings."
From February 2017, Playa Vista Experts, with Reid Kaplan: "We don't put you on an assembly line or pass you around for each step in the process like most teams do." Really?
From January, 2017: "When it comes to selling homes NOT EVERYTHING IS BLACK AND WHITE (their caps); "We're not just selling houses, we're SETTING and BREAKING records." (Again their caps, not mine). Fineman Suarez (Londre comment: Really? Research? Interesting, creative copywriting. )
Fineman and Suarez, I met one of the agents in the past two weeks. Here's input from another mailer "Experts predict up to 3 increases throught ...2017, totally 1%...This decreases a buyer's purchase power by 10%. On a $1 Million home, that is $100K."
Winnie Licht: "Coldwell Banker’s #1 Real Estate Broker Associate in Playa Vista" (We have used her and Julie Walker to purchase a home. I'm a fan. They have used me as a positive reference.) I believe they are "Market Leaders," as they use and promote that headline.
"We're the #1 Marketing Team in Silicon Beach" (12/2016) Fineman Suarez (Londre question: Based on research?)
"We're the #1 Marketing Team in Silicon Beach" (1/2017) Fineman Suarez (Londre question: Based on research?;plus January mailer has 12 properties, not one is in Playa Vista.)
Here's a headline for selling agents and realtors, and not buying agents or realtors: "When Silicon Beach wants to sell, they call....Playa Vista Pros" from 1/2017.
Playa Vista Pros: "When Silicon Beach wants to sell, they call SAM & RUDI (their all caps)
"The Silicon Beach Experts" (12/2016) Fineman Suarez
"The hardest working team in real estate." Playa Vista Premiere (Londre question: Not just Playa Vista, but in Real Estate?)
The Fineman Suarez Team: "The #1 Marketing Team in Silicon Beach Today." Plus "A team always outperforms an individual." "...We're the #1 Marketing Team in Silicon Beach (My observation that they lost the "today" copy from a previous mailer.)
Halton Pardee: "We know your future buyer." I dislike their from my educational, teaching and professional background the promotional line: "Over $150K a month spent on marketing."
"Playa Vista Specialists:" Wiinnie Licht and Julie Walker (Positive reference from me)
310 Playa Vista Realtor, Professional #1 Real Estate Agent" Without any names?
"Playa Vista Specialists:"Jesse Weinberg and Vivian Lesny
"#1 Team Nationwide for Keller Williams Realty:" Jesse Weinberg and Vivian Lesny
"Neighbors are hiring us to sell their home than any other team" (11/2016): Jesse Weinberg and Vivian Lesny
Playa Vista Pros: "#1 Listing agents for 2015" Plus "Most number of properties listed in Playa Vista" "Playa Vista Pros:" Sam Araghi and Rudi Behdad: As a Marketing expert, I would ask "over what period of time?"
"When Silicon Beach wants to sell, they call SAM and RUDI (capital letters are from them)"
"Over 400 of your neighbors have trusted us, you can too:" Flexner+ Ziari
Playa Vista's Premiere Selling Partners, with over 400 homes sold since 2004:" Flexner+ Ziari
Helton Pardee: "We make selling, buying and leasing real estate a seamless experience."
Fineman Suarez Team: "You can sell now for more money and not have to physically move until January or February." Plus "more competition equals less money!" Some puffery, it appears.
Team? Playa Vista Premiere promotes: "The hardest working team in real estate." Or "Let the hardest working team in real estate work for you." Really?

I will keep adding to this list.

What makes a good tag line? Want to see some good ones?

With great Marketing strategies, the best ones are short, powerful summations that companies and firms use to drive their brand message home to consumers. Or potential home buyers or sellers.

Think "Just do it" and "We try harder." Would love that all realtors would just do it---by buying and/or selling; that they were knowledgeable and worked harder. Subjective, I know.

Small companies can create and craft taglines and headlines which can be every bit as effective as those of the big creative machines.

"You're in good hands with Allstate" (1956, Allstate Insurance)

"Got milk?" (1993, California Milk Processor Board)

"Don't leave home without it" (1975, American Express)

"Just do it" (1988, Nike)

"Where's the beef?" (1984, Wendy's)

"Think different" (1998, Apple Computer)

"We try harder" (1962, Avis)

"Tastes great, less filling" (1974, Miller Light)

"Melts in your mouth, not in your hands" (1954, M&M Candies)

"Takes a licking and keeps on ticking" (1956, Timex)

Visit here for more insights into Marketing, targeting or "people," promotional and advertising strategies, Plus true, researched marketing insights and advertising trivia.

I am a senior Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising.

I created and own a copyright for this marketing concept, the Nine P’s/9 P's of Marketing ©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.

In Marketing. the "customer," or potential purchasers, buyers are king, but are missing as one of the P's, in the 4P's. It's prominent and its own "P" in the 9P's of Marketing.

The Nine P's/9P's of Marketing help identify marketing opportunities, solutions and find marketing problems and opportunities in a number of areas. They help, develop and guide a company or firm's marketing objectives, strategies, tactics and solutions.

The Nine P's can be truly insightful.

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, Marketing and Brand Managers develop objectives, plans, strategies and tactics.

The Nine P's of Marketing include these important components or elements:

Planning:

Research.
Developing and transforming marketing objectives to marketing strategies to tactics, marketing management must make basic decisions on marketing targets (“People”), marketing mix, marketing budgets/expenditures and marketing allocations.
It’s dividing the total marketing budget among the various tools in the marketing mix and for the various products, channels, promotion, media and sales areas.

People

For realtors there is heavy concentration on geographic modeling and what they call "farms."
In Marketing strategy, it's about Segmentation and Targeting. Add Positioning and you have STP.
"People" or targeting has almost always been left out of the traditional "Marketing Mix." Almost every diagram includes the four P's with "Consumer" or "People" or "Potential Buyers" in the middle of the circle. 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 of Marketing. Once a target market is chosen, the organization can develop its marketing strategies to target this market segment.
The demographic and geographic segmentation are strategic for selling or buying a home. One of the reason so many promotional dollars are being spent in 90094, Playa Vista, or Silicon Beach.

Product and Services:

Realtor and agent selling is a service. A home is a "Product, under the 9P'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):

The company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives.
Offering the right product at the right PLACE, at the right time, at the right price.
Please consider, develop and review store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.”

Price:

All aspects regarding pricing. “Pricing” is the sum of the values that customers exchange for the benefits of having or using the product or service.
The amount of money a consumer is willing to pay to obtain the product. Pricing includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms.
Pricing decision making also involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions.

Promotion:

Eight (8) major, strategic components: The communication elements include personal and non-personal communication activities. Activities that communicate the merits of the overall product, which 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.

For this post: I would add that there is a significant difference between an agent and a realtor. The difference between a real estate agent and a Realtor, explained
Are the terms “real estate agent” and “realtor” interchangeable? No.
Both real estate agents and realtors are licensed to sell real estate, each title refers to a specific type of real estate “professional." There may be huge distinctions in quality, between the two.
What is a real estate agent? Anyone (sales professional, an associate broker or a broker) who is licensed to help people buy and sell commercial or residential property
From the Bureau of Labor Statistics: Real estate licensing applicants must complete anywhere between 30 to 90 hours, depending on the state, of classroom instruction, from an accredited college, university or technical school. Plus pass an exam.
A “realtor” is a trademarked term that refers to a real estate agent who is an active member of NAR (National Association of Real Estate.)

NAR was founded more than a century ago, but it has only used the term “Realtor” for about 40 years. The association was originally founded in 1908 as the National Association of Real Estate Exchanges and changed its name in 1916 to the National Association of Real Estate Boards. They require that their members hold a valid real estate license, be actively engaged in the real estate business, no record of official sanctions (unprofessional conduct) and no recent or pending bankruptcy.
To protect the title from misuse, the association obtained a copyright and trademark on it in 1950. The NAR has faced legal challenges arguing that “Realtor” is a generic term and should not be a trademark.
The principals of a real estate firm — including sole proprietors, partners in a partnership, corporate officers, majority shareholders of a corporation or branch office managers acting on behalf of the principal — must first join a Realtor association before any non-principal can join.
If a principal decides not to join the association, none of the individuals associated with that firm can become members. Each firm appoints one principal to serve as the “designated Realtor” for the firm.

Advertising
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

Here are some strategic questions under Promotion::

What should you promote?
Where? In specific areas you want to distribute your promotional, selling messages.
To whom should you promote?
What economic and discount levels should you offer?
What form of promotion should you offer? Features?
How frequent? That's a tough question. I teach reach versus frequency and continuity as in one of many factors in media planning. But if it is not allowed, the answer would be never, in certain tactics.

Partners (also know as Alliances.)

There are finder fees and cooperative ventures in real estate.
It is important to partner with individuals and firms that have similar corporate philosophies, who have agreed upon objectives and strategies.

Presentation:

The “P” or “Presentation” is the act of 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.
Look at “real” product and service experiences.
I place “events and experiences” also under Promotion.
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.

Passion:

Those intense, driving or overmastering feelings, emotions in the planning, developing, pricing, promoting, partnering, selling and overall marketing of products or services.

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 38+ stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.

Thursday, January 19, 2023

No Games In Mexico, But The NFL Is Traveling Again For What? International And Global Marketing. Which Teams?

The NFL will be playing again in the United Kingdom and Germany next season, 2023-2024.

Which five (5) Teams:

Buffalo Bills
Tennessee Titans
Jacksonville Jags
Kansas City Chiefs
New England Patriots

London:

The Bills and Titans will both play at Tottenham Hotspur Stadium
The Jaguars will return to Wembley Stadium for the 10th time in franchise history.

Germany

The Chiefs and Patriots will both play games in Germany. The cities will be announced

Mexico is not on the schedule. The PR release said due to stadium renovations. Question: No stadium in Mexico. Really? It's the closest unless you count Canada.

Need sales?

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

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

I created the 9P's of Marketing--Planning, People, Product, Place, Price, Promotion, Partners, Passion and Presentation to solve Marketing and business problems and create Marketing opportunities.

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.

I consult and teach using these 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.

Product and Services
Place (Distribution)
Price or Pricing
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: You may not know that Google, Facebook and Amazon attract 46 cents of every dollar spent by advertisers. 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
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

With inflation at increasing higher levels, we are seeing brick and mortar retailers needing physical traffic to survive. Gas prices at record levels are keeping customers from driving more. One stop shopping is more important than ever.

Partners/Alliances
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.

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.

Sunday, January 15, 2023

If You Want To Hype Your New Music, The Sponsor And The Super Bowl, What Do You Do In January Before Super Bowl LVII In February

We’re a month from the Super Bowl LVII.

On TV, probably in front of 100 million people or viewers.

The audience while huge has been trending slightly down the past two or three years.

Well, or so, you drop a trailer. Who? Your halftime guest performer.

You’re Rihanna you introduce your new music and the sponsor, plus the Super Bowl LVII Halftime show sponsored or partnered with Apple Music. Her last album for Rihanna was “Anti” in 2016.

The trailer included just a small part from the song “Needed Me” from that last album. So what's coming. The timing is pretty smart.

Putting it all together, we’ll see and hear her music, Apple Music, Super Bowl, the halftime show and her Savage x Fenty clothing.

We’ll see. Super Bowl is one thing. New music is another thing. We’ll see many things together.

The game is scheduled to be played at the State Farm Stadium in Glendale, Ariz. on Feb. 12th.

I have Super Bowl advertising trivia on my website.

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

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

I consult and teach using these 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.

Product and Services
Place (Distribution)
Price or Pricing
Planning
Promotion:

The biggest audience of the year on TV is Super Bowl.
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: You may not know that Google, Facebook and Amazon attract 46 cents of every dollar spent by advertisers. 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
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

With inflation at increasing higher levels, we are seeing brick and mortar retailers needing physical traffic to survive. Gas prices at record levels are keeping customers from driving more. One stop shopping is more important than ever.

Partners/Alliances
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.

Passion

Saturday, January 14, 2023

It's Only One Month From Today: The Super Bowl TV Spots? Worth The Money To Generate Real Sales? What To Look For? $250K Per Second? Really?

Under the 9P's of Marketing, which I created, Advertising falls under Promotion (eight elements or components) in the nine P's.

Every year I analyze the TV spots used in the Super Bowl. I will be at three classes at Pepperdine, next month and at Loyola Law School next week.

One 30-second spot costs up to $7.5 Million, or $250,00 a second and that's for just for the time. No creative or production.

I look for an analysis of branding, media and creative planning plus looking at the eight components of promotion in the 9P’s of Marketing. Are the spots looking for the lowest common denominator of the audience or potential customers or "People" under my 9P's of Marketing. Are the spots --dumb or smart. Or in between.

There are many alternatives, looking at the parts of “Promotion” and the 9P’s, in spending more than $7 Million in other areas to promote.

Clients could use the money spent on TV spots in Super Bowl LVII for:

Better website
More digital or social media
More people on phone at call center.
New product development. Think new menu items for a fast-food restaurant.
More Planning and research. More or better or more continuous Marketing research.
Lower prices
Discounts. Coupons.
Sales Promotion, look at instore.
Increased Place or Distribution
More PR (but they usually do plenty to make the $7M or more to stretch out the reach and increase awareness)
Free gift with purchase
Add more or better customer service
More sales people
Faster delivery and distribution

Marketers, agencies and media companies make costly, high-risk decisions. These are expensive costs and financial, spending decisions.

Ultimately, it is about generating SALES. "It's only creative if it sells." Watch the Super Bowl spots on February 12th on FOX.

Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 54 stimulating questions and answers at Londre Marketing Consultants, LLC.

Friday, January 13, 2023

Movie Time, Box Office And Marketing: “It’s Only Creative If It Sells."

There is an important expression in Marketing and Advertising “It’s Only Creative If It Sells." If it doesn't move the level of sales, positively, then it may not work.

So here’s a movie question based on Box Office or ticket sales? Putting butts in seats.

Will the top three grossing movies of 2022 get Oscar nominations. That doesn’t usually happen.

The top three films of 2022 are:

“Avatar: The Way of Water”
“Black Panther: Wakanda Forever”
“Top Gun: Maverick”

The top grossing movies don’t always get a nomination and don’t always win.

There have been five highest-grossing movies which have won best picture:

“Kramer vs. Kramer” (1979
“Rain Man” (1988)’
“Forrest Gump” (1994)
“Titanic” (1997)
“The Lord of the Rings: The Return of the King” (2003).

By the way only two times has the Academy recognized even the top two highest-grossing movies:

“Raiders of the Lost Ark” and “On Golden Pond” (1981)
“Tootsie” and “E.T. the Extra-Terrestrial” (1982)

Wednesday, January 11, 2023

With Tesla, An Example Of “Price,” And Different Pricing, Price Cuts, Under 9P’s Of Marketing.

Tesla has cut prices in China and other Asian markets as consumer demand slows.

The Tesla modes are now priced at 13 to 24% lower than those in the US. It’s weaker demand.

Did you know that Tesla is, the world's biggest electric vehicle manufacturer? Probably, but did you know they offer for different “people” or customers different car prices. They aren’t the same, geographically.

The Tesla has also cut prices on its best-selling Model Y and Model 3 electric vehicles in South Korea, Japan and Australia.

Reason, weaker demand and trying to incentive purchases.

A lot of time cutting prices are to managed inventories. This appears to be more. They have cut prices in China for the second time in less than 90 days.

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 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.

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. They were created for the digital age.

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 these 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.
It's a special way at looking at diversity, if you review your gender, racial and other factors to your employees, customers, management, talent, board of directors, suppliers, partners, agencies, production and more.
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), 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.
Look at your actual customers. Then 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
With inflation at increasing higher levels, we are seeing brick and mortar retailers needing physical traffic to survive. Gas prices at record levels are keeping customers from driving more. One stop shopping is more important than ever.

Partners
Presentation:
Passion

Tuesday, January 10, 2023

What A Mouthful: It Took Collaboration And "Partners," Under 9P's To Agree

From four companies which battle each other for programming and :People: as in consumers. It's about audience-measurement technologies and more reliability:

From a joint statement, they are NBCUniversal, TelevisaUnivision, Paramount; Warner Bros. Discovery:

“The sustainability of the premium video advertising model depends on an ecosystem for measurement that is transparent, independent, inclusive, and accurately reflects the way all people consume premium video content today –across multiple screens, connections, and devices. By coming together to establish this JIC, we can collaborate and accelerate the efforts to implement a new multi-currency future that fosters more competition, inclusivity and innovation and will ultimately better serve advertisers, agencies and consumers."

Is the consumer part better shows?

That is quite a statement to agree on.

Advertising is a part of one of the 9P's, "Promotion."

Need sales?

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

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

I consult and teach using these 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.

Product and Services
Place (Distribution)
Price or Pricing
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: You may not know that Google, Facebook and Amazon attract 46 cents of every dollar spent by advertisers. 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
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

With inflation at increasing higher levels, we are seeing brick and mortar retailers needing physical traffic to survive. Gas prices at record levels are keeping customers from driving more. One stop shopping is more important than ever.

Partners/Alliances
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.

Passion

Sunday, January 01, 2023

Some Key Marketing Dates In 2023, Including The Earth, The Sun, And The New Moon Lining Up In A Nearly Straight Line.

Here are some key dates in '23.

Prince Harry, with more provocative issues than the '22 docuseries with his "Spare" book release. Out January 10th.
On May 6th, with William and Harry attending plus millions of viewers on TV, it's the coronation of Charles III at Westminister Alley
On October 14th, an annular solar eclipse with the moon passing between sun and earth. An annular solar eclipse occurs when it is a new moon, and the moon is near or at a lunar node. During this eclipse, the moon is usually far from the earth and is near a point called the moon's apogee. At the same time, the earth, the sun, and the new moon line up in a nearly straight line.
Super Bowl February 12th with halftime show, Rihanna.
With Cinderella, Walt Disney Co. has 10 year anniversary
With Bugs Bunny, Warner Bros. has 100 year anniversary
On July 21st Margot Robbie and Ryan Gosling starring in "Barbie," the movie.

Need sales?

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

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

I consult and teach using these 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.

Product and Services
Place (Distribution)
Price or Pricing
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: You may not know that Google, Facebook and Amazon attract 46 cents of every dollar spent by advertisers. 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
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

With inflation at increasing higher levels, we are seeing brick and mortar retailers needing physical traffic to survive. Gas prices at record levels are keeping customers from driving more. One stop shopping is more important than ever.

Partners/Alliances
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.

Passion