Yikes. Death Wish Coffee Can Kill. Product Recall And Product, Slogans And More, With The Nine Of Marketing

Really, Death Wish coffee can kill. There are federal authorities, the U.S. Food and Drug Administration and the Centers for Disease Control all alerting consumers that Death Wish can be fatal. It’s a nitro brew.

Yikes on the headline and the recall. Plus check out their website with "The World's Strongest Coffee" as a product claim. 

Product Recall: 11-ounce cans of Death Wish Nitro Cold Brew coffee, since the "current process” by the NY manufacturer for the coffee could foster the growth of botulin, a deadly toxin.

Not pretty, especially a product which has a skull and cross bones visual on its DEATH WISH label, which falls under “Product” and packaging with the 9P’s of marketing.  

It’s about safety, but compounding the safety concerns and pulling the product they will be changing their product manufacturing process.

The product name and website claims sadly lend themselves for added media coverage, which helps consumers and "People," under the 9P's, to stay away from consumption.

Need more business, Marketing or advertising insights? 

Visit here for examples and insights into Marketing, the nine P's, targeting or "people," promotional and advertising strategies. Plus true, researched marketing insights and advertising trivia.

For the past 46 years, I have been a Marketing professional, a Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach Marketing, global Marketing and Advertising. 

Ten years ago, I created and own a copyright for the Marketing concept, the Nine P’s/9 P's of Marketing ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or, known as the "4P’s" by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.

In the late 60's I was first taught In Marketing that the "customer," or potential purchasers, buyers are king or kings, but they 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 brand managers, companies, firms and business managers to find marketing problems and opportunities and to identify marketing opportunities, solutions, in a number of areas. The utilization of the 9P's of Marketing help, develop and guide a company or a firm's marketing objectives, strategies, tactics and solutions. 

The Nine P's can be truly insightful, in many ways and in many possible actions. 

I consult, teach and work as a Marketing, business and Advertising expert using many Marketing concepts and practices, including the Nine P's/9P's of Marketing.

So what is Marketing? 

Marketing is a planning and execution process that involves a product or service's attributes, research, distribution, pricing, partnerships/alliances, promotion and more. 

All of these activities must work together to assure successful marketing practices. 
Firms, associations and companies with the most effective marketing efforts try to thoroughly understand their customers ("People") and the marketplace. Companies and new product/service development professionals create products and services to meet market needs. These firms and others use marketing research and channels for understanding and communicating to a target market or audience ("People" in the 9P's of Marketing).

In the study and practice of Marketing, Marketing manager and Brand agents develop objectives, strategies, planning and tactics. 

The 9P's of Marketing include important components, elements, actions and efforts. 

Let's start with targeting, "People," one of the nine elements or components. :

• People 
• "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.
• Look at new, existing and repeat customers. 
• Place "consumer" or "People" or "potential buyers" in the middle of a circle. Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the "Customer," or "People." 
• "People" or market segments may utilize demographics, geographics, psychographics, behavioral characteristics and technographics, 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 this market segment.
• Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
• Planning: 
• It starts with research and researching. This element of planning in the nine P's is a method for achieving an end, and, looking at the eight other parts, can be a detailed formulation of a program of action.
• 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. 
• Review dividing the total marketing budget among the various tools in the marketing mix and for the various products, channels, promotion, media and sales areas.
• Product and Services: 
• 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.
• 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.
• Place (Distribution): 
• Offering the right product at the right PLACE, at the right time, at the right price. It's the company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives.  
• Considering, developing and reviewing store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.” 
• Price:
• Simply, 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. 
• The 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. 
• Advertising: There's an expression "It is only creative if it 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: 
• Also referred to as Alliances. Working with others and organizations which take part in an undertaking with another or others, in a business or company with shared risks and profits.
• With "Partners" and in Marketing, it is vitally important to partner with firms that have similar corporate philosophies, with agreed upon objectives and strategies.
• Presentation: 
• The “P” or “Presentation” is the act of presenting, displaying and putting forward 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. 
• Enabling consumers and “allowing” them to feel the brand. As part of "presentation," I also place “events and experiences” under Promotion. 
• While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with consumers. 
• 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 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. 

Where Bright, Vibrant Color, Classic Taste And Artificial Flavors Are A Product Example Under The 9P’s Of Marketing

I always like using the Marketing example of the headline or slogan "Trix are for kids," with students and clients. Have also sued it as a marketing and advertising expert. It's simple and "people" have hear it before, like "Wheaties, the breakfast of champions. 

Here's another example under the nine P's of Marketing including "Product" and "People."

No turmeric.

No annatto.

No spice and vegetable concentrates and extracts. 

Yes on bright, vibrant color.

Yes, on classic taste.

The "people," consumers, users and cereal eaters have spoken. They didn't like the new formulated targeted cereal for kids. It  will be next month that General Mills is reintroducing the original version of its Trix product after customers thought the natural flavor and taste wasn’t a product improvement. New and improved, Trix wasn't for the "people" who matter. The users. . 

People, one of the Nine P’s of marketing wanted their tasty and artificially neon-color Trix back. I use the slogan “trix are for kids," even though it's parents who are buying the cereal, not kids. 

Kids and adults alike expressed their distaste after Trix decided to start using fruit and vegetables concentrates and spice extracts, like turmeric and annatto—instead of food dyes, red 40 and yellow 6, to color "their" Trix.

Coming back in October.

Need more business, Marketing or advertising insights? 

Visit here for examples and insights into Marketing, the nine P's, targeting or "people," promotional and advertising strategies. Plus true, researched marketing insights and advertising trivia.

For the past 46 years, I have been a Marketing professional, a Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach Marketing, global Marketing and Advertising. 

Ten years ago, I created and own a copyright for the Marketing concept, the Nine P’s/9 P's of Marketing ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or, known as the "4P’s" by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.

In the late 60's I was first taught In Marketing that the "customer," or potential purchasers, buyers are king or kings, but they 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 brand managers, companies, firms and business managers to find marketing problems and opportunities and to identify marketing opportunities, solutions, in a number of areas. The utilization of the 9P's of Marketing help, develop and guide a company or a firm's marketing objectives, strategies, tactics and solutions. 

The Nine P's can be truly insightful, in many ways and in many possible actions. 

I consult, teach and work as a Marketing, business and Advertising expert using many Marketing concepts and practices, including the Nine P's/9P's of Marketing.

So what is Marketing? 

Marketing is a planning and execution process that involves a product or service's attributes, research, distribution, pricing, partnerships/alliances, promotion and more. 

All of these activities must work together to assure successful marketing practices. 
Firms, associations and companies with the most effective marketing efforts try to thoroughly understand their customers ("People") and the marketplace. Companies and new product/service development professionals create products and services to meet market needs. These firms and others use marketing research and channels for understanding and communicating to a target market or audience ("People" in the 9P's of Marketing).

In the study and practice of Marketing, Marketing manager and Brand agents develop objectives, strategies, planning and tactics. 

The 9P's of Marketing include important components, elements, actions and efforts. 

Let's start with targeting, "People," one of the nine elements or components. :

• People 
• Trix cereal users. "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.
• Look at new, existing and repeat customers. 
• Place "consumer" or "People" or "potential buyers" in the middle of a circle. Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the "Customer," or "People." 
• "People" or market segments may utilize demographics, geographics, psychographics, behavioral characteristics and technographics, 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 this market segment.
• Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
• Planning: 
• It starts with research and researching. This element of planning in the nine P's is a method for achieving an end, and, looking at the eight other parts, can be a detailed formulation of a program of action.
• 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. 
• Review dividing the total marketing budget among the various tools in the marketing mix and for the various products, channels, promotion, media and sales areas.
• Product and Services: 
• It's about taste and look for Trix users.
• 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.
• 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.
• Place (Distribution): 
• Offering the right product at the right PLACE, at the right time, at the right price. It's the company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives.  
• Considering, developing and reviewing store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.” 
• Price:
• Simply, 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. 
• The 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. 
• Advertising: There's an expression "It is only creative if it 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 questions under Promotion::
• Do taste tests. The natural colrs didn't work. The cereal was losing sales and customers. 
• Evaluate the eight different elements under Promotion and your brand's practices and ask is there a better way? 
• What are your costs in dollars and manpower or person power and ask "Is there a different way or ways to budget?" 
• Look at different strategic partners? Their costs?
• To whom should you target and promote? Cereal buyers and users. Under People/Targeting, target audience within media falls here. 
• What should you promote? Strategic copy points. 
• 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: 
• Also referred to as Alliances. Working with others and organizations which take part in an undertaking with another or others, in a business or company with shared risks and profits.
• With "Partners" and in Marketing, it is vitally important to partner with firms that have similar corporate philosophies, with agreed upon objectives and strategies.
• Presentation: 
• The “P” or “Presentation” is the act of presenting, displaying and putting forward 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. 
• Enabling consumers and “allowing” them to feel the brand. As part of "presentation," I also place “events and experiences” under Promotion. 
• While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with consumers. 
• 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 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. 

Definition of Advertising, Under The 9P's Of Marketing: Why The Facebook Ads And The Position Facebook Is In Shouldn't Be That Difficult.

What is the definition of advertising which I use under "Promotion," one of the nine P's of Marketing?

The one I like to use with clients and in class is: 

• "Advertising is structured and composed of nonpersonal communication of information, usually paid for and usually persuasive in nature, about products (goods, services) and ideas by identified sponsors through various media." It's from the book Contemporary Advertising, which I've used in class for 30+ years. 

The key part is "identified sponsor." You don't need that if you're a political advertiser and why Facebook struggled as they release the majority of the ads placed by Russian entities. 

One of Facebook's proposals moving forward is to name the buyer of any political ad. 

Consumer and business ads do this: identify the sponsor. 

But what are the elements under Promotion? There are eight of them and advertising is just one of the eight. .

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

1. Personal Selling/ Sales Force 
• Personal selling is the face-to-face interaction of a seller or sales force person/representative with a potential buyer where the seller tries to persuade the buyer to purchase the product or service they are promoting on behalf of a company or firm.
• “Good salesmanship is never anything more than playing up the positives and minimizing the negatives, and if you can find a unique gimmick, it will give you a huge leg up over your competitors.”
2. Advertising--Mass or nonpersonal selling: TV, radio, magazines, newspaper, outdoor/out-of-home (OOH), online, mobileAnother definition: Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. (Principles of Marketing, 17e, Kotler and Armstrong, 2018)3. 
3. Sales Promotion—Promotional tools, both a tool to speed up sales or value for the company; or an extra incentive to buy, a value to the customer. Includes trade deals, trade incentives, rebates, money-back offers, frequency programs, slotting allowances for in store promotion, samples, loyalty programs, coupons, premiums, tie-ins, p-o-p, displays, sweepstakes, allowances, trade shows, sales rep/trade contests, events/experiences and more. Shopper’s favorite four-letter word: SALE; shoppers favorite five-letter word: SALES. Add more letters and words with “Up to xx% off.”
4. Collateral Materials--Booklets, brochures, catalogs, films, sales kits, promotional products and annual reports. 
5. Direct Marketing (also referred to as Action or Direct Response Advertising)--online, direct mail, mobile, database management, catalogs, telemarketing, and direct-response ads, including TV.
6. Interactive/Internet/Web, Digital Media, Social Media – Interactive/online is a form that uses the Internet and Web to deliver promotional messages to attract customers. Social media is an interactive platform in which individuals and communities create and share user-generated content. Social media is ubiquitously accessible, includes Facebook, YouTube, LinkedIn, Snapchat, Twitter, as examples. Add web analytics tools, email marketing, search marketing, SEO (Search Engine Optimization),
7. Events and Experiences--Interacting with the brand. An experience can be much more impactful than an exposure or an impression. Events, promotions, one on one, influencer marketing, and/or face-to-face engagements are delivering consumers to encounter, “experience,” and interact with the product or the service, usually prior to buying. Example: Samsung has used pop-up stores and customers can leave with a device, smartphones, tablets and wrist devices, free of charge. An “event and experience” initiative to convince smartphone and tablet owners to switch to Samsung. They also cover the wireless data costs.
8. Public Relations--press releases, publicity. Securing editorial space, as opposed to paid space--usually in print, electronic or Internet media.  Promote or “hype” a product, service, idea, place, person or organization, internal communication, lobbying. PR involves a variety of programs designed to promote or protect a company’s image/reputation or individual products.

The Nine P's can be truly insightful, in many ways and in many possible actions. 

I consult, teach and work as a Marketing, business and Advertising expert using many Marketing concepts and practices, including the Nine P's/9P's of Marketing.

So what is Marketing? 

Marketing is a planning and execution process that involves a product or service's attributes, research, distribution, pricing, partnerships/alliances, promotion and more. 

All of these activities must work together to assure successful marketing practices. 
Firms, associations and companies with the most effective marketing efforts try to thoroughly understand their customers ("People") and the marketplace. Companies and new product/service development professionals create products and services to meet market needs. These firms and others use marketing research and channels for understanding and communicating to a target market or audience ("People" in the 9P's of Marketing).

In the study and practice of Marketing, Marketing manager and Brand agents develop objectives, strategies, planning and tactics. 

The 9P's of Marketing include important components, elements, actions and efforts. 

Let's start with targeting, "People," one of the nine elements or components. :

• People 
• "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.
• Look at new, existing and repeat customers. 
• Place "consumer" or "People" or "potential buyers" in the middle of a circle. Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the "Customer," or "People." 
• "People" or market segments may utilize demographics, geographics, psychographics, behavioral characteristics and technographics, 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 this market segment.
• Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
• Planning: 
• It starts with research and researching. This element of planning in the nine P's is a method for achieving an end, and, looking at the eight other parts, can be a detailed formulation of a program of action.
• 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. 
• Review dividing the total marketing budget among the various tools in the marketing mix and for the various products, channels, promotion, media and sales areas.
• Product and Services: 
• 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.
• 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.
• Place (Distribution): 
• Offering the right product at the right PLACE, at the right time, at the right price. It's the company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives.  
• Considering, developing and reviewing store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.” 
• Price:
• Simply, 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. 
• Partners: 
• Also referred to as Alliances. Working with others and organizations which take part in an undertaking with another or others, in a business or company with shared risks and profits.
• With "Partners" and in Marketing, it is vitally important to partner with firms that have similar corporate philosophies, with agreed upon objectives and strategies.
• Presentation: 
• The “P” or “Presentation” is the act of presenting, displaying and putting forward 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. 
• Enabling consumers and “allowing” them to feel the brand. As part of "presentation," I also place “events and experiences” under Promotion. 
• While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with consumers. 
• 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 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. 

An Advertising Slogan Or Tagline Doesn't Last Forever, Or Do They?

Here's an example: 
Since 1948 or 69 years, in promoting diamond engagement rings, De Beers has used its “A Diamond Is Forever” in its advertising campaign. 

In teaching and consulting the best slogans are short and powerful. Companies use them alongside their logos to drive the brand messaging home to consumers. 

Think “Just do it,” “Think different” and “We try harder.”

Top Slogans/Taglines

1. “Got milk?” (1993, California Milk Processor Board)
2. “Don’t leave home without it” (1975, American Express)
3. “Just do it” (1988, Nike)
4. “Where’s the beef?” (1984, Wendy’s)
5. “You’re in good hands with Allstate” (1956, Allstate Insurance)
6. “Think different” (1998, Apple Computer)
7. “We try harder” (1962, Avis)
8. “Tastes great, less filling” (1974, Miller Lite)
9. “Melts in your mouth, not in your hands” (1954, M&M Candies)
10. “Takes a licking and keeps on ticking” (1956, Timex)

Top Jingles

1. “Like a good neighbor, State Farm is there” (1971, State Farm Insurance)
2. “My bologna has a first name, it’s O-S-C-A-R.” (1960s, Oscar Mayer)
3. “Plop, plop, fizz, fizz, oh what a relief it is” (1970s, Alka-Seltzer)

Some Key Observations:

1. For small and large companies.Even a small business needs to extend its brand; make it more relevant and more valuable. A good tagline can do that.
2. Now with so much more smartphone advertising and small screen advertising, the use or non use of slogans are being debated in creative departments. 
3. Does a slogan or tagline need to be clever? 
4. A tagline that calls attention to itself unnecessarily, like “Look at me, I’m a clever tagline!” isn’t good. Being clever for clever’s sake will get you into trouble with a tagline.
5. The web has made us more aware that we are globally interdependent. It’s a small world, and we’re all in it together. So the popular modern slogans were things like: “Solutions for a small planet” from IBM, “The world’s online marketplace” from eBay and “Share a moment, share a life” from Kodak, now bankrupt.
6. A tagline doesn’t have to be just for the company as a whole, it can serve as branding for a division or a product line. 
7. You can use a tagline internally, to get employees excited about a new program or product. 
8. Anytime a business needs to differentiate itself from its competitors, a tagline can go a long way toward doing that.
9. A good tagline is not just a motto or a proverb or a saying or a long-winded mission statement. It’s got to be fairly succinct – usually seven or fewer words.
10. The slogan should reflect how your company is positioning itself vs. your competitors.
11. How would an entrepreneur go about developing a tagline? Sit down and ask yourself as a brand manager some key, core questions about your company: Who are you? What are your values? Your vision? Your corporate culture? What nouns and adjectives would you use to convey your brand’s promise and its solution? What words might your customers use to describe your company?

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. 

Simple Math: $150K and 5200 Ads In Social Media, On Facebook, During Presidential Campaign

The research on media disclosed by Facebook involving the US Presidential campaign :

Facebook found more than $150K in Russian-linked ad spending, with over 5,200 ads on its platform. 

That's $28.85 per ad, but usually with creative and media planning each ad would not have an equal weight.

Need more business, Marketing or advertising insights? 

Visit here for examples and insights into Marketing, the nine P's, targeting or "people," promotional and advertising strategies. Plus true, researched marketing insights and advertising trivia.

For the past 46 years, I have been a Marketing professional, a Forensic Marketing Expert, Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach Marketing, global Marketing and Advertising. 

Ten years ago, I created and own a copyright for the Marketing concept, the Nine P’s/9 P's of Marketing ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or, known as the "4P’s" by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.

In the late 60's I was first taught In Marketing that the "customer," or potential purchasers, buyers are king or kings, but they 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 brand managers, companies, firms and business managers to find marketing problems and opportunities and to identify marketing opportunities, solutions, in a number of areas. The utilization of the 9P's of Marketing help, develop and guide a company or a firm's marketing objectives, strategies, tactics and solutions. 

The Nine P's can be truly insightful, in many ways and in many possible actions. 

I consult, teach and work as a Marketing, business and Advertising expert using many Marketing concepts and practices, including the Nine P's/9P's of Marketing.

So what is Marketing? 

Marketing is a planning and execution process that involves a product or service's attributes, research, distribution, pricing, partnerships/alliances, promotion and more. 

All of these activities must work together to assure successful marketing practices. 
Firms, associations and companies with the most effective marketing efforts try to thoroughly understand their customers ("People") and the marketplace. Companies and new product/service development professionals create products and services to meet market needs. These firms and others use marketing research and channels for understanding and communicating to a target market or audience ("People" in the 9P's of Marketing).

In the study and practice of Marketing, Marketing manager and Brand agents develop objectives, strategies, planning and tactics. 

The 9P's of Marketing include important components, elements, actions and efforts. 

Let's start with targeting, "People," one of the nine elements or components. :

• People 
• "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.
• Look at new, existing and repeat customers. 
• Place "consumer" or "People" or "potential buyers" in the middle of a circle. Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the "Customer," or "People." 
• "People" or market segments may utilize demographics, geographics, psychographics, behavioral characteristics and technographics, 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 this market segment.
• Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
• Planning: 
• It starts with research and researching. This element of planning in the nine P's is a method for achieving an end, and, looking at the eight other parts, can be a detailed formulation of a program of action.
• 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. 
• Review dividing the total marketing budget among the various tools in the marketing mix and for the various products, channels, promotion, media and sales areas.
• Product and Services: 
• 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.
• 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.
• Place (Distribution): 
• Offering the right product at the right PLACE, at the right time, at the right price. It's the company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives.  
• Considering, developing and reviewing store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.” 
• Price:
• Simply, 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. 
• The 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. 
• Advertising: There's an expression "It is only creative if it 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 questions under Promotion::
• Evaluate the eight different elements under Promotion and your brand's practices and ask is there a better way? 
• What are your costs in dollars and manpower or person power and ask "Is there a different way or ways to budget, using all eight components in planning?" 
• To whom should you target and promote? Under People/Targeting, target audience within media falls here. 
• What should you promote? Strategic copy points. 
• What form or combination of promotion should you offer? Features?
• How frequent? Add media planning here. 
• Partners: 
• Also referred to as Alliances. Working with others and organizations which take part in an undertaking with another or others, in a business or company with shared risks and profits.
• With "Partners" and in Marketing, it is vitally important to partner with firms that have similar corporate philosophies, with agreed upon objectives and strategies.
• Presentation: 
• The “P” or “Presentation” is the act of presenting, displaying and putting forward 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. 
• Enabling consumers and “allowing” them to feel the brand. As part of "presentation," I also place “events and experiences” under Promotion. 
• While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with consumers. 
• 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 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.