Why Will The Areas Around The Super Bowl In Tampa’s Raymond James Stadium Look Differently This Year?

A bunch of reasons. The pandemic’s impact is having an effect on Super Bowl’s promotion and advertising? For sure.  TV spots are still going for $5.5 Million or $183,333 a second. 

Not as much advertisers or advertising around the venue?  

Not as many people?  

Not as many fans, fewer events, fewer number of NFL executives, clients/advertisers, advertising agency media buyers and reps, players, and corporate types around and at the game.

Obviously advertising sales people sell numbers---people and potential buyers for everything from cars to soft drinks. 

The NFL is planning to have what they say is as many fans as safely possible for that Sunday, February 7th. 

One example is the firm Outfront Media in Tampa Bay operates 1,800 digital and static billboards in the area. There may be some local advertisers but it's not looking like a huge number of national advertisers will be buying up those boards since the numbers or circulation or eyeballs won't be there in Tampa. 

BTW game is on CBS.

It can be tough out there. Visit here for more insights and true Marketing and Advertising Trivia.

I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.

The Nine P's/9P's help identify marketing problems in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions.  The Nine P's are insightful. In Marketing. the "Customer," or potential customers are king, but are missing in the 4P's.

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

In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

• People 
• Simply potential buyers. I created the 9P's and it's about Segmentation and Targeting; "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. Once a target market is chosen, the organization can develop its marketing strategies to target this market segment. 
• There are still questions:  Can the segments be accessed?  Marketing strategies need to be adapted for the different tiers or segments. Instead of viewing the market as a uniform group of customers with similar potential, the firm needs to view them as distinct groups or segments with differing potential.
• Product
• Place (Distribution): Tampa for Super Bowl LV at Raymond James Stadium,
• Price
• Planning
• Promotion, Advertising or OOH (Out Of Home advertising) one of the eight components falls here. 
• Partners
• Presentation
• Passion

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

Or for more fun, marketing strategies/tactics and facts: Go to Marketing Trivia with 50+ stimulating questions and answers at Londre Marketing Consultants, LLC. Here to help. All the best.

Demarketing By CDC And The Airlines?

Yes, the US is requiring negative COVID-19 tests for airline passengers entering USA from UK

Airline travelers will need negative tests no more than 72 hours before departure from UK to the United States. It’s a decision which comes as a growing number of countries banned British travelers. There’s a new variant of the coronavirus or COVID-19 in London.

These are strange, and interesting times.

What is demarketing? “The use of promotion, advertising and PR to decrease demand for a product that is in short supply.” Basically, any attempt that is made to discourage consumers from buying a certain product or products is called demarketing."

Do you need a better understanding of all areas of Marketing? My nine P's of Marketing give you a framework for understanding and success.

Do you need examples of strengthening your pillars of your brand strategy?  Branding?    I consult, teach and work as a Marketing, Business and Advertising expert using many Marketing concepts, standards of practice and practices, including the Nine P's/9P's of Marketing in court. As a brand manager, entrepreneur, business owner or advertising agency professional, do you need more business, Marketing and advertising insights? It won't be easy getting the economy and sales back.  Visit here for plenty of insights into Marketing.  The 9P's is a framework I created while working, teaching and consulting. The nine P's include targeting or "People," planning, product and services, promotion, pricing, partnership strategies, "Place," Passion and Presentation. Plus true, researched marketing insights and fun, insightful, advertising trivia. For the past 48 years, I have been a Marketing professional, a certified, credentialed Forensic Litigation consultant (CFLC), a Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach and give seminars on Strategic Marketing, the nine P's of Marketing, Branding, Super Bowl spots, Global Marketing, Promotion and Advertising.  I also give and present to MBA candidates, law schools and attorneys my "What is Marketing? What is Advertising?" lecture and talk.  I have plenty of examples. This semester I presented at Loyola Law School, Pepperdine University and Woodbury University.  Twelve years ago, I created and developed the marketing objectives, strategies and tactics using the practice of the 9P's of Marketing. The Nine P’s/9 P's of Marketing ©2007 augments the Marketing Mix or the 4P's (Product, Price, Promotion and Place) by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of a copyrighted Marketing concept. I've added the important components of "People," "Passion," "Planning" and "Partners" and "Presentation."  In the late 60's I was first taught in Marketing 307 at USC that the "customer," or potential purchasers, buyers are king or kings, but potential consumers are missing as one of the P's. I started teaching Marketing and Advertising in 1975.  I developed and added "People;" I expanded and developed the additional concepts under the nine P's.  For marketing professionals, targeting or the "target market," "People," buyers, potential users and buyers are more prominent in my Marketing model, theory and practice. These potential buyers have their own "P."  It's "People," in the 9P's of Marketing.  Marketing is considered an expense and especially at the middle and end of this year. It's being cut and was one of the first line items cut by companies when they are facing difficulties in the marketplace and tightening budgets. The Coronavirus changed everything.  The utilization of the 9P's of Marketing helps, develops and guides 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 tactics and actions.  They will help build revenue, manage costs, more effectively.  So, you and others may ask "What is Marketing?"  Marketing is a planning and execution process that involves a product or service's key attributes, research, distribution, pricing, partnerships or alliances, promotion and more.  In my Marketing presentations and talks, I detail that advertising is only a small percentage of the answers to marketing problems. All of the Marketing activities and tasks must work together to assure successful marketing practices. Companies, firms and associations with the most effective marketing efforts try to thoroughly understand their potential purchasers, buyers and customers ("People") in your marketplace.  Companies and new product/service development pros create products and services to meet market needs. Solving consumer "problems."  These firms and others use marketing research and channels for understanding and communicating to market segments, a target market or audience ("People" in the 9P's of Marketing). In the study and practice of Marketing, Marketing managers and brand agents develop planning, objectives, strategies and tactics.  For any size firm and entrepreneurs, the 9P's of Marketing include important components, parts, elements, actions, tactics and efforts.   Let's start with planning, research, one of the nine P's and also with targeting, "People," one of the other nine elements or components: Planning as in Marketing Planning and Research:  Planning starts with researching and research. With the Coronavirus we have seen distribution and inventory issues.  This element of planning in the nine P's is a method for achieving an end, and, looking at the eight other parts; your insights can start a detailed formulation of a program of action. I like using a phrase Benjamin Franklin supposedly once said:“If you fail to plan, you are planning to fail.” o        Look at developing and transforming marketing objectives into marketing strategies to tactics.  o        Marketing management and managers must make basic decisions on marketing targets (“People”), marketing mix, pricing, distribution, 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. And there's more under the other 9Ps of Marketing 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. Place "consumer" or "People" or "potential buyers" in the middle of a circle. Find information or data on them. Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the buyer, "customer," or "People," in both planning ad implementation. Look and analyze your potential, new, existing and repeat customers and users.  To understand your "People" or your market segments, you may need to utilize many characteristics, including: Demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, generation, nationality, social class (is also sometimes put under psychographics.) Geographics (By region, city, metro size, density, climate; plus, by countries and territories.) Psychographics (Social class--Lower lowers to Upper uppers. Social class is also under demographics; Lifestyle-- achievers, strivers, and strugglers; Personality-- Compulsive, gregarious, authoritarian, and ambitious; Lifestyles/Attitudes/Interests and Opinions) Behavioral (Occasions (regular occasions, special occasions, holidays, vacations); Orange juice for breakfast, Mother’s Day, Father’s Day; Benefits (quality, service, economy, convenience, speed---Quality, Time, Money); User status (nonuser, ex-user, potential user, first-time user, regular user); Usage rate (light, medium, heavy user); Loyalty status (none, medium, strong, absolute); Readiness attitude toward product (aware, interest, desire, intending to buy); Attitude toward product (enthusiastic, positive, indifferent, negative, hostile).  Technographics or technographical characteristics. Understand your potential consumer. Remember, in the back of your mind, that the reason technology is phenomenal is because it displaces years, or centuries, of previous technology. Consumers may or may not have the skills. Think employees here too. The reason technology skills are transitory is because they will almost certainly be displaced, too.  Think employees here too, which may be a vital component or components of the 9P's of Marketing.  Once a target market is chosen, the organization can develop its marketing strategies to target a market segment or marketing segments. Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first or second step, which may need for your firm to do more research and planning. .  Product and Services:  It's 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. 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. Place (Distribution):  Consider, develop and review store and non-store options, e-commerce and “brick and mortar” factors, geographic considerations, objectives, strategies and tactics, including with your “Partners, too.”  It's your offering of the right product at the right PLACE or location, 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.   Price or Pricing: Simply it's the amount of money a consumer is willing to pay to obtain the product.  But "price" is so much more. “Pricing” is the sum of the values that customers exchange for the benefits of having or using the product or service.  Pricing decision making involves adjusting prices concerning the competitive environment, economic situations and involve buyer perceptions. Simply, all aspects regarding pricing.  Pricing or "Price" also includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms.  Promotion:  I teach and consult that there are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities, under "promotion."  The activities that communicate the merits of the overall product include: Personal Selling/ Sales Force: Sales persons. Your sales force.  Helpful consulting tip or hint: Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering.  From the legendary movie Glengarry Glen Ross of '92: “A-B-C. A-Always, B-Be, C-Closing. Always be closing.”  Advertising is paid media. 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."  People used to plan their lives around TV, now they plan television around their lives. 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 What some strategic questions under Promotion?  What should your company promote? Strategic copy points, for your product or service. Evaluate the eight different elements under Promotion and your brand's practices. Ask is there a better way? A different promotional mix. There has to be a better way.  What are your costs in dollars and manpower or person power? Ask "Is there a different way or ways to budget, your promotional dollars?"  Look at different strategic partners? Their costs? To whom should you target and promote? Under "People/"Targeting, target market, audience with media falls here. Have you noticed that you may watch what you want to watch in TV programming when you want to watch it and anywhere, any screen? That affects media planning.  You can differentiate with price. Discounting? Special sales? What economic and discount levels should you offer? Look at revenue versus costs.  What form or combination of promotion should you offer? Features? How frequent? Add media planning concern.   Partners:  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. Also referred to as Alliances.  With "Partners" and your Marketing efforts, it is vitally important to partner and align with firms that have similar corporate philosophies. Simple but complex and difficult, have agreed upon objectives and strategies. Presentation:  Be sure to look for "real” product and service experiences.  This “P” or “Presentation” is the act of displaying, using, presenting, and putting forward any of your efforts utilizing the other 9P’s© and/or components to your customers, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, partners, and/or others. This "P" helps you enable 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 your potential consumers.  Passion: This "P" are those intense, driving or overmastering feelings, emotions in the planning, developing, implementing and executions of 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.

Need An Example Of Technographics, Under "People," With The Nine P's Of Marketing?

My example is current and falls under "technographics"  or technographical characteristics. 

It's the understanding your potential consumer. Remember, in the back of your mind, that the reason technology is phenomenal is because it displaces years, or centuries, of previous technology. Consumers may or may not have the skills. Think employees here too. The reason technology skills are transitory is because they will almost certainly be displaced, too.  

My example is  Online purchasing: The Covid-19 pandemic essentially forced the hand of older consumers (Baby Boomers), who were slow to adapt as normal shopping routines were completely upended. They started buying online, within a couple weeks.

There are many ways to help determine looking at potential consumers of your product or service.

These potential consumers or buyers are called a "target market." This is a particular group of consumers at which a product or service is aimed. A product focusing on a specific target market contrasts sharply with one following the marketing strategy of mass marketing.  

In our analysis and thinking, a target audience would be a media term; target market is a marketing term.

Defining a target market requires market segmentation; the process of segmenting the entire market as a whole and separating it into manageable units based on:

Online purchasing: The Covid-19 pandemic essentially forced the hand of older consumers (Baby Boomers), who were slow to adapt as normal shopping routines were completely upended. They started buying online, within a couple weeks.

• Demographics. Demographic market segmentation is looking at the potential or actual buyer’s age, family size, race, occupation, generation, religion, gender, family lifecycle, ethnicity, nationality, income, education, social class. Demographics may be segmented into several markets to help an organization target its consumers more effectively
•  Geographic segmentation could be nation, country, region, city, density, climate.  
• Psychographics is the science of dividing into groups on psychological /personality traits, lifestyle, or values. People in the same demographic groups may be very different in their psychological profiles. 
• Behavioral segmentation, marketers divide buyers into groups on the basis of knowledge of, attitude, use of or response to a product or service. User status could include occasions, nonusers, ex-users, readiness to buy and loyalty status. Could be enthusiast, traditionalist, or overwhelmed just to name three.
• Technographics or technographical characteristics.  Consumers may or may not have the skills. 

 Visit here for more insights and true Marketing and Advertising Trivia.

I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.

The Nine P's/9P's help identify marketing problems in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions.  The Nine P's are insightful. In Marketing. the "Customer," or potential customers are king, but are missing in the 4P's. There needs to be more focus on the "Customer," or "People." "People," market segments utilizing demographics, geographics, psychographics, behavioral characteristics and technographics are a vital component of the 9P's.

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

In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

• People (Segmentation and Targeting)
• Look and analyze potential, new, existing and repeat customers and 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.
• Place "consumer" or "People" or "potential buyers" in the middle of a circle. Find information or data on them.
• Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the buyer, "customer," or "People," in both planning ad implementation.
• To understand your "People" or market segments, it may utilize many characteristics, including demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographics, psychographics (buyers are on basis of psychological/personality traits, lifecycle, values), behavioral characteristics (needs and benefits, decision roles, user and usage-related variables, occasions, user status, usage rate buyer-readiness stage, loyalty status, attitude and multiple bases) and technographics (potential buyers may or may not have the software and computer skills. Think employees here too.) which may be a vital component or components of the 9P's of Marketing. 
• Once a target market is chosen, the organization can develop its marketing strategies to target a market segment or marketing segments.
• Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
• Product and Services
• It's the goods and service combination the firm offers to the target market, including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies.
• A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
• Place (Distribution)
• Price
• Planning
• Promotion: 
• There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities. 
• The activities that communicate the merits of the overall product include:
• Personal Selling/ Sales Force: Sales persons
• Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
• Advertising: There's an expression "It is only creative if the product or service sells." I wanted to add "It is only good media spending if it sells." 
• Sales Promotion
• Collateral Materials
• Direct Marketing (also referred to as Action or Direct Response Advertising)
• Interactive/Internet/Web, Digital Media, Social Media:  
• Events and Experiences
• Public Relations/PR
• Here are some strategic comments and questions under Promotion:
• What should you promote? Strategic copy points.
• To whom should you target and promote? Under "People/"Targeting, target market, audience with media falls here.
• Evaluate the eight different elements under Promotion and your brand's practices. That affects media planning.
• Ask is there a better way? A different promotional mix. There has to be a better way. 
• What are your costs in dollars and manpower or person power? Ask "Is there a different way or ways to budget?" 
• Look at different strategic partners? Their costs?
• You can differentiate with price. Discounting? Special sales? What economic and discount levels should you offer? Look at revenue versus costs. 
• What form or combination of promotion should you offer? Features?
• How frequent? Add media planning here. 
• Partners
• Presentation
• Passion

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

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

Georgia Senate Races: Key Words Are Media Spending. Frequency. Over Saturation.

The two parties are spending a ton of money. With $483 Million spent or booked for the Jan. 5th Senate runoffs, there is still $163 Million in ads which haven’t aired. The public is probably sick of all of the ads. 

Usually they aren't very good and the messages are distorted. 

So why do I bring up frequency and saturation.

They are looking for registered voters who will vote. Not any function adult. And we are talking 2021, not of January 5th.

Saturation means holding as much as possible. It’s like over watering your houseplants. You may soak them until the soil around each plant reaches saturation. And saturation means the act of completely soaking something until it's absorbed as much water as it can.  Too much information about the candidates especially if you've already voted. 

Frequency is the average number of times the advertisement will be presented to the Reached Population. The number of TV spots reminds me that not everyone is listening.  No matter how many times you tell them. 

Who benefits? The TV and radio stations. The direct mail companies including the printers. Huge increases in revenue. 

All four candidates have spent at least $40 million. Democrat Jon Ossoff is the biggest spender at more than $92 million. Add the super Pacs. 

The TV viewers have got to be overwhelmed with political ads.

Visit here for more insights and true Marketing and Advertising Trivia.

I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.

The Nine P's/9P's help identify marketing problems in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions.  The Nine P's are insightful. In Marketing. the "Customer," or potential customers are king, but are missing in the 4P's. There needs to be more focus on the "Customer," or "People." "People," market segments utilizing demographics, geographics, psychographics, behavioral characteristics and technographics are a vital component of the 9P's.

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

In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

• People (Segmentation and Targeting)
• As in potential, registered voters.
• For all products and services, look and analyze potential, new, existing and repeat customers and 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.
• Place "consumer" or "People" or "potential buyers" in the middle of a circle. Find information or data on them.
• Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the buyer, "customer," or "People," in both planning ad implementation.
• To understand your "People" or market segments, it may utilize many characteristics, including demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographics, psychographics (buyers are on basis of psychological/personality traits, lifecycle, values), behavioral characteristics (needs and benefits, decision roles, user and usage-related variables, occasions, user status, usage rate buyer-readiness stage, loyalty status, attitude and multiple bases) and technographics (potential buyers may or may not have the software and computer skills. Think employees here too.) which may be a vital component or components of the 9P's of Marketing. 
• Once a target market is chosen, the organization can develop its marketing strategies to target a market segment or marketing segments.
• Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
• Product and Services
• It's the candidates in this example. It's the goods and service combination the firm offers to the target market, including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies.
• A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
• Place (Distribution)
• Price
• Planning
• Promotion: 
• There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities. 
• The activities that communicate the merits of the overall product include:
• Personal Selling/ Sales Force: Sales persons
• Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
• Advertising: There's an expression "It is only creative if the product or service sells." I wanted to add "It is only good media spending if it sells." 
• Sales Promotion
• Collateral Materials
• Direct Marketing (also referred to as Action or Direct Response Advertising)
• Interactive/Internet/Web, Digital Media, Social Media:  
• Events and Experiences
• Public Relations/PR
• Here are some strategic comments and questions under Promotion:
• What should you promote? Strategic copy points. Political records. 
• To whom should you target and promote? Under "People/"Targeting, target market, audience with media falls here.
• Evaluate the eight different elements under Promotion and your brand's practices. That affects media planning.
• Ask is there a better way? A different promotional mix. There has to be a better way. 
• What are your costs in dollars and manpower or person power? Ask "Is there a different way or ways to budget?" 
• Look at different strategic partners? Their costs?
• What form or combination of promotion should you offer? Features?
• How frequent? Add media planning here. 
• Partners
• Presentation
• Passion

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

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

Tesla Joining S&P: Branding?

It’s branding as you enter the S & P for Tesla on December 19^th.

Tesla’s shares went up on that first day by 6%.

Their entry into the S&P resulted into a capitalization of $658 billion and a price of $695 for Tesla.

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

They may be symbols or images that represent something; a descriptive or persuasive account (as a sales person of the product or service). Something set forth for the attention of mind.  So Tesla joining S& P would be a branding element or attribute.

An interesting point: Entering S&P for the first year companies under perform and the company which left for Tesla to replace them was the stock was Apartment Investment  and Management.  The estimate or a prediction buy some investment sources says that  is Apartment Investment and Management will outperform, even though they are leaving.

Visit here for more insights and true Marketing and Advertising Trivia.

I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.

The Nine P's/9P's help identify marketing problems in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions.  The Nine P's are insightful. In Marketing. the "Customer," or potential customers are king, but are missing in the 4P's. There needs to be more focus on the "Customer," or "People." "People," market segments utilizing demographics, geographics, psychographics, behavioral characteristics and technographics are a vital component of the 9P's.

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

In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

• People (Segmentation and Targeting)
• Look and analyze potential, new, existing and repeat customers and 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.
• Place "consumer" or "People" or "potential buyers" in the middle of a circle. Find information or data on them.
• Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the buyer, "customer," or "People," in both planning ad implementation.
• To understand your "People" or market segments, it may utilize many characteristics, including demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographics, psychographics (buyers are on basis of psychological/personality traits, lifecycle, values), behavioral characteristics (needs and benefits, decision roles, user and usage-related variables, occasions, user status, usage rate buyer-readiness stage, loyalty status, attitude and multiple bases) and technographics (potential buyers may or may not have the software and computer skills. Think employees here too.) which may be a vital component or components of the 9P's of Marketing. 
• Once a target market is chosen, the organization can develop its marketing strategies to target a market segment or marketing segments.
• Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
• Product and Services
• It's the goods and service combination the firm offers to the target market, including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies.
• A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
• Place (Distribution)
• Price
• Planning
• Promotion: 
• There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities. 
• The activities that communicate the merits of the overall product include:
• Personal Selling/ Sales Force: Sales persons
• Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
• Advertising: There's an expression "It is only creative if the product or service sells." I wanted to add "It is only good media spending if it sells." 
• Sales Promotion
• Collateral Materials
• Direct Marketing (also referred to as Action or Direct Response Advertising)
• Interactive/Internet/Web, Digital Media, Social Media:  
• Events and Experiences
• Public Relations/PR
• Here are some strategic comments and questions under Promotion:
• What should you promote? Strategic copy points.
• To whom should you target and promote? Under "People/"Targeting, target market, audience with media falls here.
• Evaluate the eight different elements under Promotion and your brand's practices. That affects media planning.
• Ask is there a better way? A different promotional mix. There has to be a better way. 
• What are your costs in dollars and manpower or person power? Ask "Is there a different way or ways to budget?" 
• Look at different strategic partners? Their costs?
• You can differentiate with price. Discounting? Special sales? What economic and discount levels should you offer? Look at revenue versus costs. 
• What form or combination of promotion should you offer? Features?
• How frequent? Add media planning here. 
• Partners
• Presentation
• Passion

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

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

With The Ratings And Lower Viewership Numbers, What Are The TV Networks Doing?

TV viewership is down so the ratings are down. With both down that means the TV spots are worth less.

Simply there are not a lot of options for the networks.

So what is a makegood? A make good results when a television station has to broadcast an TV spot without payment. The promised audience wasn't there. 

The networks are giving "makegoods" to the agencies for the clients. but the number of spots in their inventory is shrinking.

Now they are cutting prices and giving "cash back." 

There's a lot influencing advertising and it's not just the pandemic. Clients are cutting back and there are bankruptcies.

But what about TV viewing and viewership. They are worse than expected with the levels of TV viewing declines. Some prime-time ratings declines are at 20-30%.

These numbers make and forces the TV networks to give make-goods and cashback. 

Visit here for more insights and true Marketing and Advertising Trivia.

I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising. I own a copyright for this concept, the Nine P’s/9 P's ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.

The Nine P's/9P's help identify marketing problems in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions.  The Nine P's are insightful. In Marketing. the "Customer," or potential customers are king, but are missing in the 4P's. There needs to be more focus on the "Customer," or "People." "People," market segments utilizing demographics, geographics, psychographics, behavioral characteristics and technographics are a vital component of the 9P's.

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

In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:

• People (Segmentation and Targeting)
• A target market is a marketing term. a target audience is a media term. Look and analyze potential, new, existing and repeat customers and 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.
• Place "consumer" or "People" or "potential buyers" in the middle of a circle. Find information or data on them.
• Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the buyer, "customer," or "People," in both planning ad implementation.
• To understand your "People" or market segments, it may utilize many characteristics, including demographics (such as age, family size, family life cycle, gender, income, occupation, education, religion, race, culture, generation, nationality, and social class), geographics, psychographics (buyers are on basis of psychological/personality traits, lifecycle, values), behavioral characteristics (needs and benefits, decision roles, user and usage-related variables, occasions, user status, usage rate buyer-readiness stage, loyalty status, attitude and multiple bases) and technographics (potential buyers may or may not have the software and computer skills. Think employees here too.) which may be a vital component or components of the 9P's of Marketing. 
• Once a target market is chosen, the organization can develop its marketing strategies to target a market segment or marketing segments.
• Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first step. 
• Product and Services
• It's the goods and service combination the firm offers to the target market, including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies.
• A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
• Place (Distribution)
• Price
• Planning
• Promotion: 
• There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities. 
• The activities that communicate the merits of the overall product include:
• Personal Selling/ Sales Force: Sales persons
• Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
• Advertising: There's an expression "It is only creative if the product or service sells." I wanted to add "It is only good media spending if it sells." 
• Sales Promotion
• Collateral Materials
• Direct Marketing (also referred to as Action or Direct Response Advertising)
• Interactive/Internet/Web, Digital Media, Social Media:  
• Events and Experiences
• Public Relations/PR
• Here are some strategic comments and questions under Promotion:
• What should you promote? Strategic copy points.
• To whom should you target and promote? Under "People/"Targeting, target market, audience with media falls here.
• Evaluate the eight different elements under Promotion and your brand's practices. That affects media planning.
• Ask is there a better way? A different promotional mix. There has to be a better way. 
• What are your costs in dollars and manpower or person power? Ask "Is there a different way or ways to budget?" 
• Look at different strategic partners? Their costs?
• You can differentiate with price. Discounting? Special sales? What economic and discount levels should you offer? Look at revenue versus costs. 
• What form or combination of promotion should you offer? Features?
• How frequent? Add media planning here. 
• Partners
• Presentation
• Passion

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.

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

Privact? Collecting Data? Comparative Advertising And A Product Benefit, Under The 9P’s Of Marketing?

It's Facebook taking on Apple.

From the past, one of the best examples of comparative advertising was from 1975 and Pepsi said it was better tasting than Coke.

So what is “comparative advertising?”

• It’s a promotional strategy in which a company's product or service is presented as better or superior when compared to a competitor's.  It can be benefits and can be price. A comparative advertising campaign may involve different media, such as print or TV and features a company's products, features, benefits and more versus a  a competitor’s product.

So it’s interesting in 2020 that Facebook has picked a fight with Apple over "privacy."

I feel that users should know when their information is being collected and shared across apps and websites.

Facebook has had questionable data practices especially with the awareness of the “infamous” Cambridge Analytica problem with 87 million users' data breach.

Now Facebook is running advertising with headlines such a “Apple vs. the free internet.”

Apple wants developers to ask for the user’s permission before tracking them. Apple has their Safari browser with ad-tech blocking.

Apple's iOS14 operating system will require these app developers to alert iPhone/iPad users about online tracking.

Facebook says that small businesses could lose money without “personalized” ads.

Do you need examples of strengthening your pillars of your brand or branding strategies?  

Do you have the responsibility and the need to increase sales and overall revenue?  

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

Need a deep intuitive understanding into "real" Marketing?  As a brand manager, entrepreneur, business owner or advertising agency professional, do you need deeper insights into business, Marketing and advertising? 

Visit here for plenty of insights into Marketing. 

I created the 9P's. It's a framework; it includes targeting or "People," planning, product and services, promotion, pricing, partnership strategies, "Place," Passion and Presentation. Plus true, researched marketing insights and fun, insightful, advertising trivia.

For the past 48 years, I have been a Marketing professional, a certified, credentialed Forensic Litigation consultant (CFLC), a Marketing and Advertising consultant with Londre Marketing Consultants, LLC plus I teach and give seminars on Strategic Marketing, the nine P's of Marketing, Branding, Super Bowl spots, Global Marketing, Promotion and Advertising. 

I also present to MBA candidates, law schools and attorneys my  "What is Marketing? What is Advertising?" lecture and talk.  I have plenty of examples. It's interactive. I have been to UCLA School of Law and at Pepperdine University this semester. 

Twelve years ago, I created and own the marketing objectives, strategies and tactics practice of the 9P's of Marketing. The Nine P’s/9 P's of Marketing ©2007 augments the Marketing Mix or the 4P's (Product, Price, Promotion and Place) by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of a copyrighted Marketing concept. I've added "People," "Passion," "Planning" and "Partners" and "Presentation." 

In the late 60's I attended Marketing 307 at USC. I learned that the "customer," or potential purchasers, buyers are king or kings, but I discovered that potential consumers are missing as one of the P's. With the addition of "People," I expanded and developed the additional concepts under the nine P's. Look at first-time purchasers and repeat buyers. 

For marketing professionals, targeting or the "target market," "People," buyers, potential buyers and users are placed much more prominent in my marketing model and practice.  These potential buyers have their own "P."  It's "People," in the 9P's of Marketing. 

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 tactics and actions. I see opportunities where others see problems. These strategies and tactics will help build revenue, manage costs, more effectively. 

So, you and others may ask "What is Marketing?"  Marketing is a planning and execution process that involves a product or service's attributes, research, distribution, pricing, partnerships or alliances, promotion and more. 

In my presentations and talks, I detail that advertising is only a small percentage of the answers to marketing problems.  Advertising is a small part of Marketing. 

All of the Marketing activities and tasks must work together to assure successful marketing practices. Firms, associations and companies with the most effective marketing efforts try to thoroughly understand their potential buyers and customers ("People") in your marketplace. 

Companies and new product/service development pros create products and services to meet market needs. Solving consumer "problems." These firms and others use marketing research and channels for understanding and communicating to market segments, a target market or audience ("People" in the 9P's of Marketing).

In the study and practice of Marketing, Marketing managers and brand agents develop planning, plans, objectives, strategies and tactics. 

For any size firm and new or old entrepreneurs, the 9P's of Marketing include important components, parts, elements, actions, tactics and efforts.  

Let's start with planning, research, one of the nine P's and also with targeting, "People," one of the other nine elements or components:

• Planning or Simply Marketing Planning: 
• Planning starts with research and researching. Simple or complex observations. 
• This element of planning in the nine P's is a method for achieving an end, and, looking at the eight other parts; your insights can start a detailed formulation of a program or plan of action. I like using a phrase from Ben Franklin; he supposedly said "Failure to plan is planning to fail."
• Look at developing and transforming marketing objectives into marketing strategies leading to tactics. Marketing management and managers must make basic decisions on marketing targets (“People”), marketing mix, pricing, distribution, 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. And there's more under the other 9Ps of Marketing
• People 
• This is targeting or "People;" it 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. No "People." 
• Place potentials "consumers" or "People" or "potential buyers" in the middle of a circle. Find information or data on them. Add the other components in the nine P's. In Marketing, from my education, training, research and analysis plus testimony, there needs to be greater focus on the buyer, "customer," or "People," in both planning and implementation.
• Look and analyze your potential, new, existing and repeat customers and users. 
• To understand your "People" or your market segments, you 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. 
• Once a target market is chosen, the organization can develop its marketing strategies to target a market segment or marketing segments.
• Simply it's about Segmentation and Targeting. Add Positioning and you have STP, as a major first or second step, which may need your firm to do more research and planning. 
• Product and Services: 
• A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that may satisfy a want or need.
• 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.
• Place (Distribution): 
• Consider, develop and review store and non-store options, e-commerce and “brick and mortar” factors, geographic considerations, objectives, strategies and tactics, including with your “Partners, too.” 
• It's your offering of the right PRODUCT at the right PLACE or location, 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.  
• Price or Pricing:
• Simply it's the amount of money a consumer is willing to pay to obtain the product.  But "price" is so much more. 
• “Pricing” is the sum of the values that customers exchange for the benefits of having or using the product or service. 
• Pricing decision making involves adjusting prices concerning the competitive environment, economic situations and may involve buyer perceptions. Simply, this component or element is all of the aspects regarding pricing. 
• Pricing or "Price" also includes wholesale/retail/promotional prices, discounts, trade-in allowances, quantity discounts, credit terms, sales and payment periods and credit terms. 
• Promotion: 
• I teach and consult that there are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities, under "Promotion." . 
• The activities that communicate the merits of the overall product include:
• Personal Selling/ Sales Force: Sales persons. Your sales force. 
• Helpful consulting tip or hint: Listen more than you talk. People who listen more, learn more, plus this time helps you position your service/product/solution or offering, by understanding their needs and wants. 
• Advertising is paid media. Comparative advertising and promotion fits here. 
• 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
• What some strategic questions under Promotion? 
• What should your company promote? Strategic copy points, for your product or service. Benefits versus the competition? 
• Evaluate the eight different elements under Promotion and your brand's practices. Ask is there a better way? A different promotional mix. There has to be a better way. It's about creativity and efficiencies. 
• To whom should you target and promote? Under "People/"Targeting, target market, audience with media falls here. Have you noticed that you may watch what you want to watch in TV programming when you want to watch it and anywhere, any screen? That affects media planning. 
• You can differentiate with price. Discounting? Special sales? What economic and discount levels should you offer? Look at revenue versus costs. 
• What form or combination of promotion should you offer? Features?
• How frequent? Add media planning concern.  
• What are your costs in dollars and manpower or person power? Ask "Is there a different way or ways to budget, your promotional dollars?" 
• Look at different strategic partners? Their costs? Actual costs? 
• Partners: 
• I added Partners to the mix. Under Marketing, it's the working with others, firms and organizations which take part in an undertaking, using the 9P's, with another or others, in a business or function with shared risks and profits. Also referred to as Alliances. 
• With "Partners" and your Marketing efforts, it is vitally important to partner and align with firms that have similar corporate philosophies. Simple but complex and difficult, have agreed upon objectives and strategies.
• Presentation: 
• This “P” or “Presentation” is the act of displaying, using, presenting, and putting forward any of your efforts utilizing the other 9P’s© and/or components to your customers, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, partners, and/or others.
• Be sure to look and promote "real” product and service experiences. 
• This "P" helps you enable 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 your potential consumers. 
• Passion:
• This "P" are those intense, driving or overmastering feelings, emotions in the planning, developing, implementing and executions of 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.