Who Will Be The Biggest Advertiser In Sunday’s Academy Awards—The Oscars?

The Oscars.

The Academy Awards.

It’s this Sunday night. TV spots cost $2 Million.

It always has buzz or some buzz. The pandemic has changed everything.   

It’s a not a trick question, "Who's the biggest advertiser?" 

The answer is ABC and its shows. Total number of TV spots.

Other than the Super Bowl and specific NFL Football games, the Oscar’s are the  second biggest audience of upscale, higher income, sophisticated, better educated “people,” one of my 9P's of marketing

The other advertisers will be Verizon, Grey Goose, Google, AARP, Eli Lilly, Apple, Corona, Kellogg, P&G, Apple, Rolex, GSK, Mars, Subway, Freshpet, apartments.com, Accenture, Cadillac, Expedia, Airbnb, Starbucks, who have been announced. 

Their media buyers are looking for ABC to deliver highly coveted audiences or target markets, which I use the term, "People."  The Oscars bring special moments, live to the viewers and to the advertisers.

Sunday's event, Cadillac will use the Oscars to introduce the LYRIQ, their first electric crossover vehicle.   

Oscars are an important cultural event. For advertisers, they will pay about $2M for a 30-second tv spot or approximately 66K a second. 

Advertisers who spent the most? They were Cadillac, Verizon, Google and Rolex, They spent more than $24 million combined.

I teach there are many ways under "Promotion" to use those promotional dollars. 

Need more insights into true and Marketing and advertising? Including smart triva?  Visit right here. 

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

I own a copyright for the Nine P’s/9 P's ©2007 concepts and practice, 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)
• Potential Cadillac buyers, telephone or smart phone buyers and others consumers. 
• In my 9P's, I stress that firms need to look and analyze potential, new, existing and repeat customers and users. 
• Brand managers need to look at at their customers and/or potential users. Do you understand your potential customer's purchase and usage touchpoints, their habits and how they engage with your brand? Competing for their attention? 
• "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
• Under the 9P's, it's the goods and service combination the firm offers to the target market, including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies.
• A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
• Place (Distribution)
• Price: 
• An IBM study found that Nearly six in 10 consumers ("People") surveyed are willing to change their buying habits to reduce environmental impact. Over 70% would pay a premium of 35%, on average, for brands and products that are sustainable and environmentally responsible.
• Planning
• Promotion: 
• There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities. 
• The activities that communicate the merits of the overall product include:
• Personal Selling/ Sales Force: Sales persons
• Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
• Advertising: There's an expression "It is only creative if the product or service sells." I wanted to add "It is only good media spending if it sells." 
• Sales Promotion
• Collateral Materials
• Direct Marketing (also referred to as Action or Direct Response Advertising)
• Interactive/Internet/Web, Digital Media, Social Media:  
• Events and Experiences
• Public Relations/PR
• Here are some strategic comments and questions under Promotion:
• The Oscars and their audience, TV viewers and moving-goers are unique. Different. 
• To whom should you target and promote? Under "People"/Targeting, target market, audience with media characteristics fall here.
• What should you promote? Strategic copy points.
• Evaluate the eight different elements under Promotion and your brand's practices. That affects media planning.
• Ask is there a better way? A different promotional mix. There has to be a better way. 
• What are your costs in dollars and manpower or person power? Ask "Is there a different way or ways to budget?" 
• Look at different strategic partners? Their costs?
• You can differentiate with price. Discounting? Special sales? What economic and discount levels should you offer? Look at revenue versus costs. 
• What form or combination of promotion should you offer? Features?
• How frequent? Add media planning here. 
• Partners
• Presentation: 
• Consumers are voting with their wallets.
• Some research says that consumers or my "People" care about business and their brands that have a social conscience (for the environment, for their workers, for societal issues, etc.). 
• These "People" are actually prepared to pay more for these brands. They will support the brands that do, and ditch brands that don’t.
• It's been reported that consumers or "people" are socially aware about how brands, products and businesses behave. 
• Deloitte found that “62% of customers said that they are more likely to spend with companies who have taken extra steps to ensure the safety and well-being of their employees during lockdown.”
• Passion

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

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

  

What's In a Number? An NFL Jersey Number? Your Crazy Inventory Purchase?

What's in a number?

Here's a crazy purchase.

If you’ve got the money, buy the inventory of your name and number to switch?

Yes, the NFL has a new regulation or rule.

They are changing and if a player wants to switch numbers for the coming up season, all they need to do is buy up all the existing inventory of their previous jersey.

Coming for 2022 that rule won’t be in effect and no need to purchase.

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

"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. But there is much more which is and will be vital in the post-Covid world. 

I've taught Marketing and Advertising for 45 years, while working full-time in Marketing and Advertising as an agency professional and/or client.  I am also a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC.

Since 2007, I own a copyright for the Nine P’s/9 P's ©2007 of Marketing concepts and practice, 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, solutions, strategies and tactics. The Nine P's are insightful. In Marketing. 

Many have been told and taught that the "Customer," or potential customers are king, but what is missing in the 4P's? There needs to be more focus on the "Customer," or "People." To me you need to define and use "People" or strategic market segments, which utilize the information related to demographics, geographics, psychographics, behavioral characteristics and technographics, vital components 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, in developing strategic planning:

• People (Segmentation and Targeting)
• In my 9P's, it's important to look, find and analyze potential, new, existing and repeat customers and users. 
• Brand managers need to look at their customers and/or potential users. Do you, as a brand manager or advertising manager, understand your potential customer's purchase and usage touchpoints, their habits and how they engage with your brand?  Competing for their attention? 
• 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 and 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. 
• Then once a target market is chosen, the organization can develop its marketing strategies to target a market segment or marketing segments.
• Product and Services
• Under the 9P's, it's the goods and service combination the firm offers to the target market (again here's that term People" again, 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: 
• An IBM study found that nearly six in ten consumers ("People") surveyed are willing to change their buying habits to reduce environmental impact. 
• Over 70% would pay a premium price of 35%, on average, for brands and products that are sustainable and environmentally responsible.
• Planning and Research
• Promotion: 
• The 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
• Research has shown that "People" who listen more, learn more, plus it 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
• I have developed some strategic comments and questions under Promotion:
• To whom should you target and promote? 
• What should you promote, with strategic copy points.
• What form or combination of promotion should you offer? Features? TV versus digital? 
• How frequent is your messaging? Add specific media planning and media research here. Including looking at target market, audience with media characteristics falls here, too.
• 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?"  "And spend?" 
• Look at different strategic partners? Their costs?
• With messaging you can also differentiate with "Price." 
• What about "discounting?" Special sales? What economic and discount levels should you offer? 
• Look at revenue versus costs. 
• Partners and Alliances
• Presentation: 
• Consumers are voting with their wallet.
• Some research says that consumers or my "People" care about business and their brands that have a social conscience (for the environment, for their workers, for societal issues, etc.). These "People" are actually prepared to pay more for these brands. They will support the brands that do, and ditch brands that don’t.
• It's been reported that consumers or "people" are socially aware about how brands, products and businesses behave. 
• Deloitte found that “62% of customers said that they are more likely to spend with companies who have taken extra steps to ensure the safety and well-being of their employees during lockdown.”
• Passion

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under tab “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.

Using Zoom Money To Build Relationships, "Partners," Under 9P's, And Users Or "People, Under 9P's Of Marketing?"

It's all about Zoom and integration. Plus users. Startups. 

Love this smart strategy and idea by Zoom.  

Zoom is planning to support new ventures and they are offering each startup an "investment" of up to $2.5 Million.

Interesting word--"investment?"

Zoom has just promoted their new  $100 Million investment fund. They are going to support startups.

That's good. But these startups will need to use Zoom's tools with their product or service. Everyone wins.

Zoom states that this will increase the use of Zoom's apps, their integrations, their hardware ("Product") and their developer platform. 

Zoom is promoting this "partnership," one of my 9P's 

They will be investing with time, money and effort as a purchase with the hope that it will generate income, increase the use of their tools and appreciate its value at some point in the future.  

The payoff is more than just money. It's involvement and engagement. 

Just smart of Zoom. 

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

"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. But there is much more which is and will be vital in the post-Covid world. 

I've taught Marketing and Advertising for 45 years, while working full-time in Marketing and Advertising as an agency professional and/or client.  I am also a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC.

Since 2007, I own a copyright for the Nine P’s/9 P's ©2007 of Marketing concepts and practice, 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, solutions, strategies and tactics. The Nine P's are insightful. In Marketing. 

Many have been told and taught that the "Customer," or potential customers are king, but what is missing in the 4P's? There needs to be more focus on the "Customer," or "People." To me you need to define and use "People" or strategic market segments, which utilize the information related to demographics, geographics, psychographics, behavioral characteristics and technographics, vital components 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, in developing strategic planning:

• People (Segmentation and Targeting)
• In my 9P's, it's important to look, find and analyze potential, new, existing and repeat customers and users. 
• Brand managers need to look at their customers and/or potential users. Do you, as a brand manager or advertising manager, understand your potential customer's purchase and usage touchpoints, their habits and how they engage with your brand?  Competing for their attention? 
• 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 and 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. 
• Then once a target market is chosen, the organization can develop its marketing strategies to target a market segment or marketing segments.
• Product and Services
• Under the 9P's, it's the goods and service combination the firm offers to the target market (again here's that term People" again, 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: 
• An IBM study found that nearly six in ten consumers ("People") surveyed are willing to change their buying habits to reduce environmental impact. 
• Over 70% would pay a premium price of 35%, on average, for brands and products that are sustainable and environmentally responsible.
• Planning and Research
• Promotion: 
• The 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
• Research has shown that "People" who listen more, learn more, plus it 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
• I have developed some strategic comments and questions under Promotion:
• To whom should you target and promote? 
• What should you promote, with strategic copy points.
• What form or combination of promotion should you offer? Features? TV versus digital? 
• How frequent is your messaging? Add specific media planning and media research here. Including looking at target market, audience with media characteristics falls here, too.
• 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?"  "And spend?" 
• Look at different strategic partners? Their costs?
• With messaging you can also differentiate with "Price." 
• What about "discounting?" Special sales? What economic and discount levels should you offer? 
• Look at revenue versus costs. 
• Partners and Alliances
• Presentation: 
• Consumers are voting with their wallet.
• Some research says that consumers or my "People" care about business and their brands that have a social conscience (for the environment, for their workers, for societal issues, etc.). These "People" are actually prepared to pay more for these brands. They will support the brands that do, and ditch brands that don’t.
• It's been reported that consumers or "people" are socially aware about how brands, products and businesses behave. 
• Deloitte found that “62% of customers said that they are more likely to spend with companies who have taken extra steps to ensure the safety and well-being of their employees during lockdown.”
• Passion

For more on ideas, concepts and Marketing solutions: Go to LondreMarketing.com and look under tab “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.

Movie Theatre Openings & Closures. What Are Three Or More Huge Issues Moving Forward?

With the closing of Pacific and Arclight movie theatres chains last week, the closures were based on:

1. Starting March 2020, the government closures of the theatres during the pandemic. No way to pay rents. The theatres owners were generating debt. 
2. Under my 9P's "People" and movie goers or watchers have found the streaming of movies easy and fun. 
3. Few or fewer films get long theatrical runs which again limits the theatres to generate ticket revenue.  
4. The chains are burdened with the high rents the landlords
5. For the landlords they are stuck in a weird position, the spaces and buildings of theatres are especially hard to convert. This would fall under "product" and "place in the 9P's.

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

Iam a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus 

I own a copyright for the Nine P’s/9 P's ©2007 concepts and practice, 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)
• Movie goers.
• In my 9P's, I stress that firms need to look and analyze potential, new, existing and repeat customers and users. 
• Brand managers need to look at at their customers and/or potential users. Do you understand your potential customer's purchase and usage touchpoints, their habits and how they engage with your brand? Competing for their attention? 
• "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
• Movies can be seen in a theatres, at home, multiplexes, airplanes, on tablets and more. 
• Under the 9P's, it's the goods and service combination the firm offers to the target market, including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies.
• A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
• Place (Distribution)
• Price: An IBM study found that Nearly six in 10 consumers ("People") surveyed are willing to change their buying habits to reduce environmental impact. Over 70% would pay a premium of 35%, on average, for brands and products that are sustainable and environmentally responsible.
• Planning
• Promotion: 
• There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities. 
• The activities that communicate the merits of the overall product include:
• Personal Selling/ Sales Force: Sales persons
• Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
• Advertising: There's an expression "It is only creative if the product or service sells." I wanted to add "It is only good media spending if it sells." 
• Sales Promotion
• Collateral Materials
• Direct Marketing (also referred to as Action or Direct Response Advertising)
• Interactive/Internet/Web, Digital Media, Social Media:  
• Events and Experiences
• Public Relations/PR
• Partners
• Presentation: 
• Consumers are voting with their wallet.
  
  Netflix versus the movie theatres? 
• Some research says that consumers or my "People" care about business and their brands that have a social conscience (for the environment, for their workers, for societal issues, etc.). These "People" are actually prepared to pay more for these brands. They will support the brands that do, and ditch brands that don’t.
• It's been reported that consumers or "people" are socially aware about how brands, products and businesses behave. 
• Deloitte found that “62% of customers said that they are more likely to spend with companies who have taken extra steps to ensure the safety and well-being of their employees during lockdown.”
• Passion

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

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

Irony In The NBA: It's Toronto Playing In the South? What's Their Slogan?

What is irony? Toronto Raptors in Tampa, Florida. 

The NBA season this year is like no other.

I'm using Promotion And Observation For North And South, as in Canada and USA, even Florida. 

A couple of definitions for "irony:":

1. a state of affairs or an event that seems deliberately contrary to what one expects and is often amusing as a result
2. It's the expression of one's meaning by using language that normally signifies the opposite, typically for humorous or emphatic effect.

I'm using an example from this season in the NBA.

It's the Toronto Raptors who are literally snowbirds who relocated to Tampa. That Toronto, in Canada to Tampa as in Florida. 

What there's promotional slogan? We are the North. It's their signage, shirts. It's everywhere. 

When this all started?

NBA doesn't have many teams outside the USA? It's the Raptors. And Canada isn't the USA.

The Raptors needed a home, when a second wave of the coronavirus pandemic. 

They haven't played a home game at their Scotiabank Arena since Feb. 28. 

There were Canadian travel restrictions mandating a 14-day quarantine for those entering the country on nonessential business.

The Raptors made an attempt to gain an exemption to play in Toronto. Didn't happen so they looked around (The Raptors players voted that they liked the city of Tampa over Buffalo, Newark, Fort Lauderdale, Louisville and Nashville) and settled on Tampa. 

They knew they had to move. It was a hard sell to the Canadian government. It's because of Covid. 

And what team has missed 114 games because of Covid-19? Yep, Toronto. 

It's been a tough year for them. 

They can win but they lose close games. Of six possible game-winning shots in the last seconds of the fourth quarter they have missed all six shots. 

There record isn't good, but they could squeak into the playoffs. Maybe. 

Need more insights into true and Marketing and advertising? Including smart triva?  Visit right here. 

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

I own a copyright for the Nine P’s/9 P's ©2007 concepts and practice, 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)
• NBA fans, in Toronto, in Tampa and across the USA. 
• In my 9P's, I stress that firms need to look and analyze potential, new, existing and repeat customers and users. 
• Brand managers need to look at at their customers and/or potential users. Do you understand your potential customer's purchase and usage touchpoints (Toronto arena and Tampa?), their habits and how they engage with your brand? Or team?  Competing for their attention? Plenty of sports out there. 
• "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
• Under the 9P's, it's the goods and service combination the firm or team 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: 
• Toronto vs. Tampa. 
• Planning
• Promotion: 
• There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities. 
• The activities that communicate the merits of the overall product include:
• Personal Selling/ Sales Force: Sales persons
• Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
• Advertising: There's an expression "It is only creative if the product or service sells." I wanted to add "It is only good media spending if it sells." 
• Sales Promotion
• Collateral Materials
• Direct Marketing (also referred to as Action or Direct Response Advertising)
• Interactive/Internet/Web, Digital Media, Social Media:  
• Events and Experiences
• Public Relations/PR
• Here are some strategic comments and questions under Promotion:
• To whom should you target and promote? Geographically is a big deal.
• Under "People"/Targeting, target market, audience with media characteristics fall here.
• What should you promote? Strategic copy points.
• Evaluate the eight different elements under Promotion and your brand's practices. That affects media planning.
• Ask is there a better way? A different promotional mix. There has to be a better way. 
• What are your costs in dollars and manpower or person power? Ask "Is there a different way or ways to budget?" 
• Look at different strategic partners? Their costs?
• You can differentiate with price. Discounting? Special sales? What economic and discount levels should you offer? Look at revenue versus costs. 
• What form or combination of promotion should you offer? Features?
• How frequent? Add media planning here. 
• Partners
• Presentation: 
• Consumers are voting with their wallet.
• Some research says that consumers or my "People" care about business and their brands that have a social conscience (for the environment, for their workers, for societal issues, etc.). These "People" are actually prepared to pay more for these brands. They will support the brands that do, and ditch brands that don’t.
• It's been reported that consumers or "people" are socially aware about how brands, products and businesses behave. 
• Deloitte found that “62% of customers said that they are more likely to spend with companies who have taken extra steps to ensure the safety and well-being of their employees during lockdown.”
• Passion

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

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

Under "Place," In the Nine P's The Unions Say They Won Overall In The Loss At The Alabama Amazon Warehouse Vote?

Presentation is one of the nine P's.

Price is one of the nine P's.

Promotion is one of the nine P's.

So is Place. 

Distribution is part of "Place,." in my 9P's.  Warehouses are part of "Place." Place and Distribution are the company’s activities that make the product available, using distribution and trade channels, roles, coverage, assortments, locations, inventory and transportation characteristics and alternatives. 

At the right Place, you need to be offering the right Product at the right Price, with the right Partners and Presentation, at the right time. 

Under "place," consider, develop and review store and non-store, e-commerce and “brick and mortar” factors, considerations, objectives, strategies and tactics, including “Partners.”

Some times unions are partners with management. Sometimes, not. It's a tough time for unions. In early April Amazon employees at a huge warehouse in Bessemer, AL, voted against forming a union.  

But the union and worker advocates say that they've already won? Why? They say that more warehouses are expected to follow with their own voices and votes. 

In a previous post, I wrote that the unions, with another loss and declining membership are not "presenting" well. To get support and voters, some politicians promote unions. It's a selling message. Membership is down. Joining a union has a price for the workers. Participation isn't trending well. 

Looking at strategic marketing and planning, be sure your company is taking good care of their customers (People/Purchasers/also employees), and having the right Planning and targeting (People), the right Product or Service, right Place or distribution, right Price, right Promotion, right Partners, and the right Presentation, with the right amount of Passion in delivering the 9P’s of Marketing.

Employees fall under "people, in my Marketing Mix. Potential union members have been saying "NO" to taking out their wallets. In the private sector, there's been a decade's long decline in union membership. 

Unions just represent one in sixteen workers in the U.S. private sector or 6.3%. Many are in warehouses. 

In 1973 it was about one in four or 24.2%.

If you look at the figures of all workers in the US, it or union membership is about one in ten workers are in a union. 

With this post, I've reflecting again on the union versus management arguments now and when I was earning and receiving my undergraduate and graduate business degrees. Unions were more important, then. The numbers aren't good now with so many declines.  

Would anyone say that "Amazon's anti-labor or anti union?" I've read that they are notoriously anti-union, but they counter with their wages and benefits. 

Does this talk and press affect the potential shoppers or what I call "people" in my 9 P's?  I also see this "union" or "anti union" message or messages as part of "presentation," in my 9P's of marketing. ·         

For "Presentation," one of the 9P's, I look at “real” product and service experiences, which include employees and, obviously,  they are buyers and consumers, too: 

There was a lot on "promotion" and hours spent either communicating the advantages or squashing the organizing drive.  The results were a huge blow to labor and Democrats, including President Biden and independent Senator Sanders supporting the union effort.  

Another setback for the union movement which was so much stronger in the early to mid 1900's and weakened again by the economy and pandemic. 

The potential union workers cast 1,798 votes against the union. 

Need more insights into true and Marketing and advertising? Including smart trivia?            

 Visit right here. 

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

I own a copyright for the Nine P’s/9 P's ©2007 concepts and practice, 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)
• In my 9P's, I stress that firms need to look and analyze potential, new, existing and repeat customers and users. 
• Employees, too. Unions are a business, too. 
• Brand managers need to look at at their customers and/or potential users. Do you understand your potential customer's purchase and usage touchpoints, their habits and how they engage with your brand? Competing for their attention? 
• "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
• A union is a service. It's a business. 
• Under the 9P's, it's the goods and service combination the firm offers to the target market, including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies.
• A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
• Place (Distribution)
• Price: 
• An IBM study found that Nearly six in 10 consumers ("People") surveyed are willing to change their buying habits to reduce environmental impact. Over 70% would pay a premium of 35%, on average, for brands and products that are sustainable and environmentally responsible.
• Planning
• Promotion: 
• There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities. 
• The activities that communicate the merits of the overall product include:
• Personal Selling/ Sales Force: Sales persons
• Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
• Advertising: There's an expression "It is only creative if the product or service sells." I wanted to add "It is only good media spending if it sells." 
• Sales Promotion
• Collateral Materials
• Direct Marketing (also referred to as Action or Direct Response Advertising)
• Interactive/Internet/Web, Digital Media, Social Media:  
• Events and Experiences
• Public Relations/PR
• Partners
• Presentation: 
• Consumers are voting with their wallet.
• Some research says that consumers or my "People" care about business and their brands that have a social conscience (for the environment, for their workers, for societal issues, etc.). These "People" are actually prepared to pay more for these brands. They will support the brands that do, and ditch brands that don’t.
• It's been reported that consumers or "people" are socially aware about how brands, products and businesses behave. 
• Deloitte found that “62% of customers said that they are more likely to spend with companies who have taken extra steps to ensure the safety and well-being of their employees during lockdown.” May include workers, too. 
• 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.

Half Of California Have Had At Least One Shot For Covid. Want An Idea To Make The Penetration Higher? China Has Promotional Ideas.

More than half of the the adult "people" in California have had at least one shot. That's 52.2%, from the data at the CDC.

California reported independently that half of the persons over 16 have received at least one dose. 

But I agree that "that's not good enough," said California Governor Gavin Newson. 

Unfortunately since it takes two doses of Moderna and Pfizer, and, right now, the one-dose of J&J isn't allowed. 

So what incentives or "promotion" could be done in California?

China had the outbreak and they have had lockdowns. 

China offers two boxes of eggs.

China offered roasted pigeon, free soy milk plus park tickets. 

They use a headline "Come get your eggs." China used that incentive in Beijing. They want to raise their vaccination rates. 

China wants to get to 40% by June They have administered only 180 million doses with a population of 1.4 Billion. 

Under "promotion" they are knocking on doors, driving around with vehicles blasting the incentive from loud speakers. 

A little more on China: China has other vaccines different from the one used in US and Europe. Unfortunately, China, may not have the efficacy or the power. One report was their effectiveness of Siopharm is only 50% effective. 

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

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

I own a copyright for the Nine P’s/9 P's ©2007 concepts and practice, 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 (U.S., China, Europe), 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)
• We are talking new users here with the figures on vaccines for Covid-19.
• In my 9P's, I stress that firms need to look and analyze potential, new, existing and repeat customers and users. 
• Brand managers need to look at at their customers and/or potential users. Do you understand your potential customer's purchase and usage touchpoints, their habits and how they engage with your brand? Competing for their attention? 
• "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
• Under the 9P's, it's the goods and service combination the firm offers to the target market, including variety of product mix, features, branding, designs, packaging, sizes, services, maintenance contracts, warranties and return policies.
• A product (service) is anything that can be offered to a market for attention, acquisition, use or consumption that might satisfy a want or need.
• Place (Distribution)
• Price: 
• An IBM study found that Nearly six in 10 consumers ("People") surveyed are willing to change their buying habits to reduce environmental impact. Over 70% would pay a premium of 35%, on average, for brands and products that are sustainable and environmentally responsible.
• Planning
• Promotion: 
• There are eight (8) major, strategic components or communication elements which are personal and non-personal communication activities. 
• The activities that communicate the merits of the overall product include:
• Personal Selling/ Sales Force: Sales persons
• Listen more than you talk. People who listen more, learn more, plus helps you position your service/product/solution or offering. 
• Advertising: There's an expression "It is only creative if the product or service sells." I wanted to add "It is only good media spending if it sells." 
• Sales Promotion
• Collateral Materials
• Direct Marketing (also referred to as Action or Direct Response Advertising)
• Interactive/Internet/Web, Digital Media, Social Media:  
• Events and Experiences
• Public Relations/PR
• Here are some strategic comments and questions under Promotion:
• To whom should you target and promote? Under "People"/Targeting, target market, audience with media characteristics fall here. Finding and giving the ones who haven't been vaccinated. 
• What should you promote? Strategic copy points. Free stuff, like eggs in China, free tickets? 
• 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: 
• Consumers are voting with their wallet.
• Some research says that consumers or my "People" care about business and their brands that have a social conscience (for the environment, for their workers, for societal issues, etc.). These "People" are actually prepared to pay more for these brands. They will support the brands that do, and ditch brands that don’t.
• It's been reported that consumers or "people" are socially aware about how brands, products and businesses behave. 
• Deloitte found that “62% of customers said that they are more likely to spend with companies who have taken extra steps to ensure the safety and well-being of their employees during lockdown.” 
• Passion

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

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

Here to help. All the best.