A Deal-Hunter's Guide to the Galaxy
Dec 4, 2008
The deepest and broadest retail discounting in living memory is creating a quandary for consumers: There are so many sales that people don't know where to start -- or when to hold off.
Tag: sales
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The Rise Of Transactional Advertising
Mar 8, 2010
The marriage of brand advertising and free content is facing peremptory annulment. There is no shortage of punditry around “the death of the media company” and whether it is a just dessert or a societal travesty. But that’s looking at it from the media company and consumer viewpoint – what do advertisers think about all of this? Where is online advertising headed and what does that mean for free content?
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Retail Crocuses in the Snow
Mar 5, 2010
U.S. consumers haven't stopped pinching pennies, but two months of sales gains show that they are in better shape than feared and have begun the year with a return to more normal buying habits. After spending much of 2009 in a defensive crouch, shoppers braved bad weather and took to the malls in February, snapping up spring merchandise at close to full price. Hard-hit teen retailers, including American Eagle Outfitters Inc. and higher-priced department store chain Nordstrom Inc., both of which reported big sales drops a year earlier, reported sharp improvements from a year ago. The results, on the heels of similar gains in recent months, signal consumers, even if they aren't returning to free-spending ways, are giving up the ultra-frugal habits of last year.
Levi, P&G, Mattel Tackle E-Tailing
Mar 5, 2010
Move over, Amazon. Consumer-products makers, squeezed by private-label goods at retailers like Wal-Mart, are hawking their wares directly to buyers online.
Can Toyota’s New Ads, Incentive Program Offset Recall Damage?
Mar 3, 2010
Toyota is employing a marketing campaign to mitigate the horrific damage it has sustained over the past several weeks – including an estimated 18,000 “lost” sales in February, billions of dollars in repair costs, and an untold deterioration of its once-sterling reputation. Even as Toyota executives testified on Capitol Hill this week, the brand was unveiling a whole new approach in its TV advertising and launching the company’s most ambitious incentive program ever. “We’re back in the sales business,” Bob Carter, general manager of the Toyota division of Toyota Motor Sales USA, declared to reporters on a conference call yesterday.
Feeling Heat From Ford, GM Reshuffles Managers
Mar 3, 2010
Ford Motor Co. surpassed General Motors Co. in sales last month for the first time in at least 50 years, presenting a new headache for the government-owned car maker as it struggles to return to profitability. Hours after the sales results were disclosed Tuesday, GM announced an overhaul of its top managers—the second executive shuffle in three months. The news underscored the impatience of GM Chief Executive Edward E. Whitacre Jr. and the heat the company is feeling from a resurgent Ford.
Heineken USA Sales Fell Nearly 11% In 2009
Feb 23, 2010
Heineken USA's sales dipped nearly 11% last year, a reflection of a difficult economic climate for pricey imports as well as erratic and ineffective marketing on its flagship lager brand. The No. 2 importer's total sales declined 10.7%, worse than the 9.8% drop for the total imported beer segment as well as the 6.8% decline posted by its chief rival, Corona marketer Crown Imports.
Could the Toyota Recall Crisis be Helping the Brand?
Feb 22, 2010
There’s no question that Toyota is in deep trouble with its current recall crisis. But could these issues actually be helping its brand? Shockingly, an analysis of Toyota shows that its Social Influence Marketing (SIM) Score saw an uptick in January. Who’d have thought that a crisis of such significant magnitude could actually help a brand’s perception? This seems to be true, at least in the short term, even though sales may be dropping. Let me explain how.
Starbucks Gets Its Business Brewing Again with Social Media
Feb 22, 2010
Let's get this straight right away: Return on investment in social media is not measured in how many friends you have on Facebook or how many followers you have on Twitter. It's not calculated in trending topics or YouTube comments. It should, in fact, be held to the same criteria other marketing channels are: Did it move your business? It's done just that at Starbucks, which is a digital marketer worth watching.
Chipotle Pushing to Build on 2009 Momentum
Feb 17, 2010
Fresh off announcing an unusually strong Q4 and full-year 2009 (particularly by current restaurant industry standards), Chipotle Mexican Grill is looking to build on the momentum with a new marketing campaign to launch in Q2, a new rewards program and new packaging -- not to mention expansion into Europe. For 2009 overall, the fast-casual chain reported revenue up 14% (to $1.52 billion), net income up 62% (to $126.8 million) and diluted EPS up 67% (to $3.95). The sales gain reflected both revenue from 121 new stores opened during '09 and comparable-store sales growth of 2.2% (including a 2% gain in Q4). Like other chains, Chipotle saw some traffic fall-off, but comp-store sales grew as a result of menu price increases instituted in 2008.
Does Social Sell?
Feb 16, 2010
For all the excitement about social media, there's a specter hanging over its use by companies. Is all this tweeting, blogging and Facebooking paying off? For some proponents, the question is irrelevant. They agree with the view encapsulated in the social media bible The Cluetrain Manifesto -- markets are conversations. Companies have to participate in the conversations where they're happening, ROI be damned. Their dismissal of metrics is summed up in an oft-repeated question, "What's the ROI of putting on your pants in the morning?"
Secret to Breaking the 2-Year Curse: It's the Sales, Stupid
Feb 15, 2010
We all know the statistic and scratch our heads: The average tenure of a CMO is around two years or less. Why? Usually it takes that long to fully understand the intricacies and true insights of most industries, companies and brands. Repeating an action over and over again anticipating a different outcome is a humorous definition of insanity. So are CEOs and boards insane?
Winter Doesn't Freeze U.S. Retail
Feb 12, 2010
U.S. consumers didn't let snow or frigid temperatures stop them from shopping in January. And if they couldn't get to the malls, there was always the Internet. Retail sales increased a larger-than-expected 0.5% last month, more than recovering a 0.1% loss of December. Sales might have increased even more if not for the lack of inventory. The latest retail data suggest real gross domestic product is on a solid track, even though February's storms cut into business activity. The January shopping gain was broad-based, with sellers of sporting goods, books and music, general merchandise stores and Internet retailers posting increases in excess of 1%. Internet sales have soared 12.4% over the past year.
Build Ecosystems for Your Content
Feb 12, 2010
If you’re ready to think of your blog as a business (one of the hot topics over on Third Tribe Marketing), one way to do that is to start thinking of your blog content as the core of a distribution flow. In the little drawing to the left, I’ve put your subject matter at the heart of your system, and then have recommended you look at your blog, other products, education, and partnerships as the four areas you might consider. Note how I’ve moved your blog off to a branch and not to the heart of the drawing. Let’s talk through it.
Here's Why Companies Don't Make Money On The Internet
Feb 12, 2010
I came to the conclusion today that marketing is destroying the internet, and a part of the reason why many companies are struggling online.
International Sales Boost Coca-Cola Results
Feb 10, 2010
Strong soda sales in developing economies such as Brazil and India pushed Coca-Cola Co.'s fourth-quarter profit up 55%, but tepid consumer spending continued to pressure its business in North America. The company's earnings reflect a trend reported by other consumer-product makers in recent weeks: Consumer spending has generally bounced back in fast-growing markets in Asia and Latin America, but has yet to make a comeback in the U.S.
Stores Reach Into Bag of Tactics as Luxury-Goods Sales Improve
Feb 9, 2010
Optimism is creeping back into style, following three seasons of budget slashing, according to luxury-retail executives who will attend New York Fashion Week. More than 50 designers will showcase their collections in the tents at Bryant Park this week, with dozens more holding shows elsewhere in Manhattan as part of the twice-a-year fashion extravaganza staged for retail buyers and the press. Forecasting consumer sentiment six months out—when those styles will land in stores—has become easier in recent months, as wealthy shoppers have exhibited an increased willingness to spend. Even so, there's a focus on luring back "aspirational shoppers."
The Top None
Feb 8, 2010
I'd planned in all sincerity to write an essay about the three Super Bowl commercials that I thought wouldn't get the recognition in most "top ten" lists, but that I believed might actually do something business-wise down the road. I meant it. I wanted to be positive... ...but I just can't. I can't think of one spot that is going to matter after today's Monday morning ad quarterbacking is done.
Sales Are Not the Main Goal for P&G's New Online Store
Feb 8, 2010
Procter & Gamble is testing a new online venue for selling its products called eStore, a venture designed to deliver lessons in online selling that P&G plans to pass on to other online retail partners. The initiative comes as less than 1 percent of P&G’s $79 billion in global revenue last year came from online sales via sites such as Walmart.com and Amazon.com.
Magazines' Newsstand Recession May Be Lightening Up
Feb 2, 2010
Magazines' newsstand recession certainly isn't over -- but it seems to be lightening up. Many magazine publishers now reporting circulation figures for the second half of last year are again posting declines, but in most cases those declines aren't nearly as steep as the plunges that came before.
Misleading Metrics
Feb 2, 2010
Ever since the phrase “you manage what you measure” made its way into the dialogue of corporate America, metrics have played an increasingly important role in the management of businesses. No one can argue the value of timely, detailed, and accurate measures of performance as assessments of effectiveness and guides for decision-making. Yet, which metrics are best remains highly debatable.
G.M. Strikes Deal To Save Saab
Jan 26, 2010
General Motors said Tuesday it had struck a preliminary deal to sell Saab to Spyker Cars, a tiny Dutch maker of high-end sports cars, saving the Swedish automaker from what seemed like certain extinction after previous bids for it collapsed.
Is Abercrombie & Fitch Losing Its Shirt?
Jan 26, 2010
Apparently, half-naked models aren’t enough to entice customers anymore -- at least in the case of upscale retailer, Abercrombie & Fitch. Their once-enticing skimpy image is now resulting in nothing more than skimpy sales. The trendy teen chain has again reported a troubling decline in sales -- 21 straight months of declines, actually, in stores that have been open for over a year. Reports showed a 19 percent drop in December, a month that most retailers depend on to bolster their year-end profits.
McDonald’s Fourth-Quarter Profit Jumps 23%
Jan 22, 2010
McDonald’s posted strong fourth-quarter results on Friday, aided by currency fluctuations, leading to annual earnings of $4.6bn for 2009, a gain of 6 per cent on its results for 2008. For the quarter, McDonald’s earnings jumped 23 per cent to $1.2bn, up from $985m in the comparable period the year before.
Sales and Marketing Alignment: Thought Leadership with Christine Crandell
Jan 14, 2010
The next interview in the B2B Marketing thought leader interview series is with Christine Crandell, one of the most innovative thinkers I've met on the topics of sales and marketing alignment and marketing accountability. Christine sits on several advisory boards including Coupa and SDForum, and has held senior marketing positions at Egenera, Ariba, and many others. Her thoughts on organization and how marketing can earn credibility and "go toe-to-toe" with sales leadership are definitely worth reading.
Avon’s Little Sister Is Calling
Jan 14, 2010
Kristiauna Mangum, 22, a senior at Ohio State University in Columbus, said she always had a flair for makeup, but never considered it a professional calling. Then she heard about a pilot college program offered by Avon’s little sister brand, Mark, two years ago. “My mother was an Avon Lady, so I thought, huh, maybe becoming a Mark Girl could really be the way to go,” she said. Now Ms. Mangum is the sales manager for Mark at Ohio State, and manages 155 other Mark Girls who roam the dormitories and sorority houses, selling Mark beauty products and fashion accessories for a commission in the range of 20 to 50 percent.
How Social Media and the Web Helped Avatar Make $1 Billion
Jan 8, 2010
The Simulcam and Fusion 3D camera inventions were not the only technologies that made James Cameron’s Sci-Fi epic Avatar a massive box office success. While smaller films have used social media to spread the word guerrilla-style, no other major blockbuster has employed a full-on social web marketing assault quite like Avatar. The results in its case were a $232 million opening weekend, a total of one billion dollars in revenue by year’s end, and the rank of #2 highest grossing film of all time. Cameron’s $500 million act of hubris has paid off. Here’s an outline of the social media moves Avatar’s team made to achieve success.
Drinking the Cider
Jan 8, 2010
The buzz is palpable about Apple's plans to announce a tablet computer later this month. I think it's instructive as to the function and uses of conversation. Apple is a company that has utterly shunned the social media campaigns that have displaced more old-fashioned ways to waste consumers' time. It has no Twitter feed, provides no payola to twentysomethings so that they’ll blog about its products, and I bet it would happily ignore a request for comment from the President if asked. It doesn't talk. Apple does.
US Retailers Report Stronger Holiday Sales
Jan 7, 2010
Many of the largest US retail chains reported sales that were at the high end of their forecasts for the important holiday shopping month of December, although sales for most remained below pre-crash levels of two years ago. Retail Metrics, which tracks the monthly figures, said its index of comparable store sales rose 3 per cent, the strongest increase in the index since April 2008.
A Long-Awaited Introduction Draws Some Polite Applause
Jan 6, 2010
Google stepped up its attack on the smartphone market on Tuesday, introducing a new touch-screen handset called Nexus One that is widely seen as a rival to Apple’s iPhone. Google also said that it would sell the Nexus One, which it called a superphone, exclusively through a new online store. Google, which earns the vast majority of its revenue from advertising, said it was dipping its toes in the direct retailing business not to reap profits from the sale of phones but to broaden the availability of handsets running its Android software.
Ad Influx Brightens Hopes For Newspapers, Magazines
Jan 4, 2010
A year-end flurry of ad spending helped moderate steep declines at some newspapers and magazines, and has fueled an uptick at others, raising hopes for a recovery in 2010. Still, following a brutal 2009, when scores of publications closed or made drastic cutbacks, publishers remain wary of declaring an ad rebound as marketers selectively reopen their wallets. Publishing executives attribute the recent influx of ad money in part to marketers hurrying to spend the remainder of their annual ad budgets after doling out those funds sparingly earlier in the year amid fears of an economic collapse.
Video Games Outsell Movies in U.K.
Jan 1, 2010
In the last year, consumers spent more money on video games in Britain than on films, including both trips to movie theaters and films on DVD, new figures compiled for U.K.'s Daily Telegraph indicate.
Stores Face New Kind of Shopper
Dec 28, 2009
Over the past two years of abysmal sales, many retail executives had one simple goal: to survive. Now, even though consumers' spending remains weak, many retailers must carry out changes in order to compete in the future. That's the view of Michael Collins, a partner in the retail and consumer practice of corporate consultant Bain & Co. He says that after focusing on cost-cutting and other short-term measures to weather the recession, retail chains and the malls that house them must reposition themselves to please consumers who have new demands and new ways of shopping.
Retailers Turn to Internet to Spur Late Holiday Business
Dec 26, 2009
As a relatively subdued last-minute rush brought pre-Christmas shopping to a close, retailers were hoping to entice procrastinating consumers to keep on buying through the holiday and after. More retailers planned Internet sales on Christmas Day this year in an attempt to cash in on the growth of e-commerce, one of the few bright spots in an otherwise lackluster holiday shopping season. Shoppers and stores have engaged in a tug-of-war this year, as consumers postponed shopping in hopes of deep discounts and retailers tried to preserve their profit margins, offering limited deals designed to drive traffic into stores.
As Stores Sputter, Sales Sizzle Online
Dec 21, 2009
A holiday season of Web price wars and aggressive online promotions by store-based retailers is leaving e-commerce a larger force in American retail. While sales conducted at brick-and mortar stores are about flat this season compared with 2008, online retailing grew 4% from the beginning of November through Dec. 18 to $24.8 billion, according to Web tracking company comScore Inc. Online sales on Dec. 15 totaled $913 million, marking a one-day record for the industry.
Mobile Phones Become Essential Tool for Holiday Shopping
Dec 18, 2009
The mobile phone is quickly becoming Santa’s biggest helper. Powerful software applications for devices like the Apple iPhone are making it easy for bargain-hunting consumers to see if another retailer is offering a better deal on a big-screen HDTV or pair of shoes and to use it to haggle at the cash register. Online retailers are revamping the mobile versions of their sites so consumers can make purchases without tedious typing. And offline retailers, battling for every last dollar, are sending cellphone users electronic coupons to lure them away from competitors.
RIM May Feel Android Effect
Dec 17, 2009
Verizon Wireless made clear from the start that its Droid smartphone was designed to put pressure on Apple, the maker of the iPhone, and AT&T (T), the exclusive U.S. iPhone carrier. As part of a $100 million marketing push, Verizon Wireless enumerates several ways it believes the Droid outperforms the iPhone. Yet analysts say the Droid and other devices that sport the Android operating system may also take a toll on Research In Motion, the maker of another smartphone, the BlackBerry. "It's clear there's been a lot of marketing at Verizon around the Droid, so that is going to hurt RIM," says Raymond James (RJF) analyst Steve Li.
Shoppers Showed Up, but Spent on Bargains
Nov 30, 2009
More consumers flooded the nation’s stores on Thanksgiving weekend in search of bargains. But with retailers dangling rock-bottom prices and consumers only biting at less expensive merchandise like small appliances and winter clothes, the average amount spent by each shopper declined from last year.
Keep A Friend Home On Black Friday
Nov 26, 2009
I can all but guarantee that someone you know and care about is planning to go shopping on the day after Thanksgiving. You need to intervene.
Tap into Your Super-Consumers
Nov 25, 2009
In any product category, roughly 10% of the consumers account for more than 50% of the profits. These super-consumers, as we call them, are the hot dog buyers who eat five pounds of hot dogs a month, wolfing down as many as 4 per sitting. They are the stapler users who own 8 different staplers. They know what they want, they'll buy a lot of it, and they'll pay a premium for it. They're passionate and engaged — sometimes even a little obsessive — and they exist in every category, from soft drinks and air travel to fast-food and oral care products. Many managers assume that their super-consumers are a unique species whose extreme appetites say little about what more casual consumers might go for. They also figure that their super-consumers are already sated, so there's no point in probing them further. That's a mistake.
Cheap and Cheerful for the Holidays
Nov 25, 2009
With only a month left before Christmas, it seems clear that consumers, worried about the economy and unemployment, will need considerable incentives — in the form of big sales and deals — to buy anything. As a result, campaigns are celebrating price cuts, discounts and bargains in a manner that the British call “cheap and cheerful.” It is a far cry from the holidays of not so long ago, when commercials suggested giving luxury cars as gifts by topping them with red bows — and never mentioned the sticker shock.
Apple Envy
Nov 19, 2009
'Tis the season to diss Apple in some very creative and entertaining ways. I'm just not sure whether it's a sign of strategic marketing insight, or fishbowl-like confusion of message over meaning. First came Microsoft's "I'm a PC" campaigns, with its snippets of slice-of-life everypeople declaring their stereotypical lifestyles, and then shoppers explaining how they'd first looked at an Apple but then chose a PC because it was a better value. I'm all for comparison ads but the nonsense of contrasting PC-ness with Apple-ness is kind of silly.
With Social Media, Who Needs Santa?
Nov 16, 2009
‘Tis the season for social media. Seventeen percent of U.S. consumers plan to leverage social media sites to assist in their holiday shopping this year. The majority (60 percent) will do so to seek discounts and sales, according to Deloitte’s 24th annual Holiday Survey. More than half of social media users reported that they will also use these sites to research potential gift ideas (53 percent) and view their friends and family members’ wish lists (52 percent). Forty-six percent will research product reviews and 30 percent plan to share their own wish list. The study, which was conducted online by an independent research company, surveyed more than 10,000 individuals.
Windows 7 Shrugs Off Viral Jabs
Nov 12, 2009
Microsoft Windows 7's launch video was a viral smash. And while some believed it was because people thought "HostingYourParty" was a riotously bad -- Microsoft is enjoying the last laugh. Still, despite the negative attention directed at the instructional video, which was intended for people hosting Windows 7 "house parties," the tech giant managed to reach a lot of consumers. In fact, from Oct. 22-29, more than 800,000 people attended more than 10,000 parties in 12 countries hosted by Windows 7.
A Brand Favored by Muscle Men Wants to Appeal to More Women
Nov 10, 2009
SALES of vitamins and minerals are projected to grow more than 6 percent this year — to $11.2 billion, from $10.6 billion in 2008 — according to Mintel, a market research firm, and that bump may come not in spite of the economic downturn, but because of it. “Economy-conscious consumers concerned with avoiding illness, and thus avoiding sick days, turn to supplements to maintain good health,” Mintel wrote in a recent report. “People tend to take better care of themselves when there are tough economic conditions,” said Joe Fortunato, chief executive of GNC, the vitamin and supplement retailer. A healthy diet, exercise and supplements “are a way to reduce health care costs down the road,” Mr. Fortunato said.
Catering to the Recession Mentality
Nov 9, 2009
The recession may be over but companies that cater to consumers believe people are digging in for a long, frugal winter. That's why Clorox Co. is keeping the price steady on a new improved trash bag that grips the top of the garbage can. Clorox says it wants to highlight the bags' "greater value." Similarly, Campbell Soup Co. recently reduced the promoted price of its V8 beverages in some markets to 2 for $5 from 2 for $6. Burger King Holdings Inc. is selling double cheeseburgers for just a dollar. Glimmers of recovery in housing starts, manufacturing and auto sales have yet to reassure many consumers who are spooked by 10.2% unemployment, determined to save more and skeptical of sunny forecasts. The Conference Board recently said its consumer confidence index fell almost six points in October from September.
October Sales: Gains Stronger Than Expected
Nov 6, 2009
Leading retailers say October turned out to be unexpectedly solid, with consumers spending more freely than expected. The International Council of Shopping Centers, which tracks leading chains around the U.S., says its index gained 2.1% for the month, the strongest gain in 15 months. And Retail Forward, a consulting company that tracks a slightly different group of stores, says its index saw a pop of 2.3% compared with a 0.9% gain last month and the 3.8% decline in October of 2008.
Perishables Sales Booming At Retail
Nov 5, 2009
After a year of steadily shaking up consumer habits in the supermarket, the recession has produced some clear winners -- and new research from Nielsen shows that most of them are on the edges of your local grocery store. Stores' perishable departments -- the bakery, fresh meat, deli and produce that line the perimeter -- are becoming more productive as consumers become used to eating out less, and focus more intently on the quality of the meals they prepare at home, says Jeff Gregori, VP of Nielsen's solution consulting, based in New Jersey.
You Are Now Entering the Touchscreen Smartphone Era
Nov 5, 2009
Touchscreen smartphones are the thing in the U.S. this year, with sales growing so rapidly it would give the Ares I-X a run for its money. And next year the pace of the change is going to be even faster. Welcome to the touchscreen era. Comscore's data looks at the three months ending August of this year versus the same period last year, and the numbers pretty much speak for themselves: Among U.S. smartphone subscribers aged 13 and over, some 33.8 million owned regular push-button smartphones, against 23.8 million owning touchscreen ones. While that data looks stacked in favor of regular push-button phones, check out the growth rate. Smartphone ownership grew a whopping 63% over last year, proving this is the smartphone age all right--dumbphone sales simply can't compete with that growth. And touchscreen smartphone sales exploded 159% at the same time, which is incredible.
Brand Marketers Rethink Their Roles and Their Ad Strategies
Nov 3, 2009
The recession has battered some of the nation's biggest companies. Even so, top marketing executives believe social media and behavioral targeting technologies will help them boost business as the economy stabilizes and consumer sentiment improves. A cautiously optimistic group of marketing executives from big companies, including Bank of America, Dell, Hewlett-Packard, IBM, Mercedes-Benz USA and Xerox, gathered in Palm Beach, Fla., at the Fifth annual Forbes CMO Summit late last week. There they discussed ways they can rebuild trust and boost sales at their companies as the economy stabilizes.
Is the iPhone's Honeymoon Over?
Nov 3, 2009
For the third year in a row, Apple's iPhone will enter the holiday shopping season as the smartphone to beat. But this year, it actually has some respectable challengers. Perhaps the best rival will be the new Droid phone by Motorola for Verizon Wireless. Running the newest version of Google's Android operating system, Droid includes an improved web browser, free turn-by-turn navigation, a gorgeous screen, a slide-out keyboard and a super-fast processor.
Kellogg Credits 17% Ad Spending Boost for Increased Earnings
Oct 30, 2009
Kellogg Co. bested industry expectations with third-quarter earnings released this morning, thanks in part to higher ad spending. Sales slipped slightly on currency conversion, to $3.3 billion, but the company's earnings per share grew 5% during the quarter, as it also boosted advertising by a whopping 17%. The company also forecast another double-digit increase for ad spending for the fourth quarter. "Our commitment to investing in advertising continues to be a key to our business model and to achieving our goals," Kellogg Chief Financial Officer John Bryant said during the call. "Rather than take advantage of lower rates to reduce the cost of our advertising investment, we see this as a great opportunity to increase our investment and build even stronger brands in the future. Higher spend combined with media deflation and a push on efficiency is driving a significant increase in advertising pressure."
Accidental Purchases: Blame Package Design
Oct 29, 2009
Poor package design is costing marketers more than $2 billion in U.S. sales as consumers are accidentally reaching for copycat house brands that are meant to look like the well-known branded products. According to a new study by strategy and design agency The Brand Union, 70% of consumers said they had purchased the wrong product in a supermarket in the past year. Some 60% said they had trouble differentiating products on a store shelf due to the packaging. The most confusing categories: canned goods; cold and allergy products and hair care items. (Of the 23% of consumers who said they were confused by the canned goods category, 42% said they ended up purchasing the wrong product.)
Today’s Private Label is a Lesson in Branding
Oct 28, 2009
Private label is at something of a crossroads. Rising out of the shadows of its humble, “no-name” generic past, private label today has blossomed into a $100 billion industry. While the media and analysts are fixated on sales numbers and growth expectations another story frequently gets little air play: Private label has the freedom (and not the baggage) to seize opportunities to leapfrog name brands in such critical areas as ingredients, flavors, preparations and even packaging. Looking through the lens of contemporary consumers and shoppers, we see that the rapidly changing private label landscape is far too complicated to be adequately explained by aggregate sales or customer transaction sales data alone. Our Private Label 2010: Redefining Meaning of Brand report moves beyond simplified discussions of sales data to present a holistic consumer and shopper perspective on private label that accounts for the role of the economy, new meaning of value, distinctions in retail formats, product categories, name brands and, of course, private label brands.
Partying Adults Make Halloween Big Business
Oct 27, 2009
Halloween may conjure up visions of shrieking kids in princess and skeleton costumes trick-or-treating door to door. But this popular holiday increasingly has morphed into a celebration by adults who buy a Dracula or sexy showgirl outfit and head to a party or club. The shift has accelerated over the past five to 10 years, ushering in a transformation in the Halloween industry, according to retail industry analysts and executives. More costume sales are going to adults, with some retailers saying the percentage of adult sales exceeds 50 percent. Nightclubs, restaurants and bars are throwing more Halloween parties and events.
Why Dr Pepper Is in the Pink of Health
Oct 20, 2009
In the soda wars, Dr Pepper Snapple Group has long run a distant third to Coca-Cola and PepsiCo. But the beverage maker is experiencing a surprising renaissance. Its stock is up 154% since March, compared with a 33% climb for Coke and a 32% rise for Pepsi. Sales of its flagship brand, Dr Pepper, are bucking the industry trend, rising almost 3% in the first half of this year while overall soda consumption dropped by that much, according to Beverage Digest. Analysts expect the company to post a $498 million profit this year, up from a $312 million loss in 2008. For CEO Larry D. Young, the turning point in DPSG's fortunes came with the Plano (Tex.) company's spin-off from Cadbury in May 2008. That allowed Young to cut costs and invest the savings in building up long-neglected brands and distribution networks.
Walmart's 'Project Impact' Redsign Takes Toll on Sales
Oct 19, 2009
Walmart is doling out hundreds of millions of dollars for "Project Impact," an ambitious five-year push to de-clutter its stores to make them more shopper-friendly. But having less merchandise on display has put a serious crimp in sales for some categories and dinged suppliers. And that's got Bentonville buzzing that the retail titan might just put the program on hold as a result. "They solved half of the problem, which was un-cluttering the stores," said a person familiar with Walmart. "That leaves them with the other half of the problem: how to make up for the lost sales" from removing millions of square feet of prime merchandising space.
Beverage Industry Expects More Entertaining at Home
Oct 16, 2009
When it comes to alcoholic beverages, there will still be a good amount of holiday cheer in the coming months. American consumers are still looking to purchase beer, wine and spirits, and are more likely to seek value and entertain in the home compared to years past, according to the latest Nielsen data. The alcoholic beverage category has proven to be resilient, but not recession proof. Sales were up slightly, at 2 percent, for the 52 weeks ended Sept. 5 compared to the year prior. Wine saw the biggest spike at 5.1 percent followed by spirits (2 percent) and beer (0.7 percent).
The Permanent Sale
Oct 9, 2009
Jos. A. Bank is running a big sale this weekend. Wait a minute, it seems that it runs a big sale every weekend. Buy one, get two free. 50% off all merchandise. There are endless permutations of the deal, but they all center on putting the store pretty much in permanent fire sale status. I think any self-respecting brand expert would say that this is a dumb way to run a business, let alone build a reputation. The serial sale messaging blows up any claim to value beyond the immediate discount, doesn't it? Yet the company reports that its latest quarter sales grew 10%, earnings increased 40%, and the stock price is approaching highs it hasn't seen since 2004. We should all be so stupid.
Companies Must Plan Holistically For Social –Beyond Marketing
Oct 1, 2009
Having just returned from vacation, (hence the break from blogging) I had the distinct pleasure of keynoting Silicon Valley AMA last night at Cisco’s Telepresence suites in Santa Clara. In my opening keynote, I had a specific message to marketing leaders in the valley to think holistic about social. I outlined some of the major impacts to other departments beyond marketing.
Storytelling Is An Art
Sep 30, 2009
If a picture paints a thousand words, then how much is a tweet worth? Ten words, a dozen? When embracing Twitter, have you struggled to write something profound or worthwhile within the confines of 140 characters? I have. Don't get me wrong, "tweet speak" has its place in our digital world, but with every process that strips away the need to construct coherent and meaningful prose, not just blurts with links, we will, in turn, think less about what and how we write. It's already happening. When talking about the art of communicating and storytelling, whether it's oral, aural, visual or in words (stay with me here, I am trying to correlate this with PR), the creative process is often lost during the template-driven process of writing a press release.
How Much Internet Does Your Brand Really Need?
Sep 25, 2009
Isn't the Internet wonderful? Don't you cherish the ability to see the exact return on your search engine marketing? Don't you just love your legion of Facebook fans and Twitter followers? Of course you do, and who wouldn't? But before we get too carried away by the power and efficiency of social networks, communities, and one-to-one marketing, let's remember that for many marketers, nothing matters unless consumers cough up real cash for tangible goods and services. I'm talking about companies that have manufacturing plants, warehouses and physical stores, which can only produce a return on that capital infrastructure by selling products on an ongoing basis. Quality homepages, unique visitors and Twitter posts--while helpful and interesting--might not be the things that grow these businesses. In some instances, the Internet will only go a short way in driving sales.
Boost Your Brand by Understanding the Path to Purchase
Sep 22, 2009
It doesn't matter much which marketing publication you pick up or which industry trend piece comes across your desk, it is simply impossible to miss the constant attention being paid to shopper marketing these days. No one should be surprised. With 72% of shoppers deciding what to buy in-store, the marketing world is acutely aware of the importance of the "last mile" and the ultimate moment of truth. Today, clients and agency folk alike are rushing to shopper marketing, searching for the experts and digging for the insights that will lead to stronger commercial programs and real marketplace advantage.
5 Trust Agents Who Are Changing the Face of Twitter
Sep 18, 2009
They aren't in marketing, or in sales (although they do both simultaneously). They have a strong streak of digital intelligence, and their knack for creating conversations puts them far beyond the stereotypical techno-geek. Meet your neighborhood social media professionals, they're using the Web to not only put human faces on corporations and politicians, but also to defend their honor when something goes awry. Chris Brogan and Julien Smith call them "trust agents" after their book by the same name, and say that they are harnessing the power of Twitter and other social media to "build influence, improve reputation, and earn trust."
Toyota Sets a Big Sales Drive
Sep 17, 2009
Toyota Motor Corp. is preparing a $1 billion marketing blitz to juice U.S. sales in the fourth quarter and plans to expand its line of gas-electric hybrid models under the Prius name, people briefed on the plans said. The strategy, aimed at revitalizing its key North American operations, was laid out by Toyota President Akio Toyoda and his top U.S. lieutenants at a meeting in Las Vegas with the company's U.S. dealers. The world's largest auto maker needs to turn around its North American business after acknowledging it expects to report a loss in its current fiscal year, which would be its second annual deficit in a row. Toyota executives vowed to go "pedal to the metal" in the fourth quarter, using financial strength to drive sales as the U.S. economy appears to be recovering, these people said.
For Toys 'R' Us, Holidays Are Open and Shut
Sep 15, 2009
In an effort to take sales from rivals, Toys "R" Us Inc. is setting up 350 temporary stores and toy boutiques that will stay open during the holiday season, in many cases taking over shuttered retail space in shopping malls. Chief Executive Gerald R. Storch said Toys "R" Us wants to "seize the day" and increase holiday market share, even as toy sales remain mired in a recessionary slump. The move also underscores the race with competitors like Sears Holdings Corp. that want to capture the spending that last year went to the now-defunct KB Toys chain.
Why Consumers Love 'Beauty Food'
Sep 11, 2009
Beauty is in the eye of the food shopper, according to data released by Mintel. The research company’s Beauty Innovation division found that food and drink launches with a “beauty enhancing” claim increased 306 percent worldwide between 2005 and 2008. This demand has sparked a flurry of innovation in this category. The number of new teas, snack bars and other products promising to reverse the aging process or improve the consumer’s complexion, nails and hair have already surpassed last year’s total. Some 299 products have already premiered around the world this year. Last year, 288 such products debuted.
Absolut Facing An Absolut Brand Naming Dilemma
Sep 9, 2009
Absolut vodka sales are way down in the U.S., and since we represent half of the vodka's market, this is an Absolut Catastrophe. The reign of Absolut as the coolest and one of the most pricey vodkas is one of the best tales of advertising lore: Absolut took a blah product and made it cool. Now, less expensive upstarts like Skyy and Svedka have been stealing their market share, essentially by using their own tactics against them.
Blue Chip, White Cotton: What Underwear Says About the Economy
Aug 31, 2009
For one answer to the nation's most pressing economic question -- when will the recession end? -- just take a peek inside the American man's underwear drawer. There may be some new pairs there, judging by recent reports from retailers and analysts, and that could mean better days ahead for everyone. Here's the theory, briefly: Sales of men's underwear typically are stable because they rank as a necessity. But during times of severe financial strain, men will try to stretch the time between buying new pairs, causing underwear sales to dip.
Staples vs. Office Depot: Who Goes to the Head of the Class?
Aug 27, 2009
Back to school but not back to normal. The retail industry is expected to record its first drop in back-to-school sales in 10 years, with the National Retail Federation estimating an 8% decline in year-over-year sales. Less money in consumers' pockets and reduced school budgets are hurting a category that is already having a difficult year. At Staples and Office Depot, the No. 1 and No. 2 brands, respectively, in the specialist office-supply sector, the marketing departments are sharpening their 2B pencils to compete for a share of a smaller market and keep general retailers such as Walmart and Target from stealing their lunchboxes.
Study: Online Advertising Drives 9% Sales Gain For CPG Brands
Aug 19, 2009
A new study indicates that online advertising boosts retail sales of consumer packaged goods brands by 9% on average -- comparable with the lift from TV ad campaigns. The findings come from comScore and marketing consultancy dunnhumbyUSA based on research involving online campaigns run over three months for a variety unnamed CPG brands.
Toyota Targets iPhone Users With New Prius Promotion
Jul 9, 2009
With more than 60 percent of Toyota Motor’s WAP traffic coming from the iPhone, the automaker decided to take a different approach to mobile with the promotion of the newest Prius car model. To better cater to these loyal iPhone users, Toyota launched a mobile site optimized specifically for touchscreen devices such as the iPhone. IPhone users can access the Toyota site at http://m.toyota.com and click on the Prius icon to get rerouted to the iPhone optimized site.
What the Michael Jackson Sales Surge is About
Jun 30, 2009
Sometimes people ask me why, say, McDonald’s or Coca-Cola or Nike bother to advertise at all. We’ve all heard of them, right? We’ve all decided whether or not we like them. So why waste the money? Here is my answer: Because the simple-sounding issue of salience is very important. And as backup I offer the abrupt return to popularity of Michael Jackson’s music.
Are We Serving Conversation?
Jun 26, 2009
Consider this: conversation is to selling what cooking is to eating. Process. Not ingredients, nor consumption. How, not what. You wouldn't know it from the hype and confusion that surrounds the social media space, though. Conversation is an absolute good, an ideal that, once achieved, spins off numerous lesser benefits. It's a synonym for selling. If only our businesses talked to consumers more often, the brands would be strengthened, and the bottom-lines improved.
Finder's Fee and the Future of Publishing
Jun 2, 2009
I was in my local Barnes and Noble on Sunday and I bought two books. Both of them from Amazon, online, using my iPhone while standing in the isles. Of course I felt bad. I learned about these two books thanks to Barnes and Noble. They ought to have made the sale.
The Difference Between Marketing and Sales
May 29, 2009
Marketing tells a story that spreads. Sales overcomes the natural resistance to say yes.
Online Lipstick: Internet Sales Gaining
May 27, 2009
While sales of higher-end beauty products have been struggling in most retail channels, a new report from the NPD Group finds that at this point, beauty sales are growing on the Internet.
Blockbuster Sales Drop 20% in First Quarter
May 15, 2009
The DVD rental chain says more people are watching movies at theaters, pulling traffic from Blockbuster stores. Profit plummets 39%.
Brand Building in the Face of Fear
May 14, 2009
What do guns, burglar alarms and condoms have in common? Their sales all boomed in 2009, with condom sales jumping 22 per cent over the same period in 2008. But why? The answer can perhaps be found in Nigeria and Chile – two countries I visited on my world tour promoting Buyology. Surprisingly neither of the two countries was familiar with the “R” word. When asking government officials why that was the case, the explanation was simple – the media hadn’t paid that much attention to it, and as such no one had effectively read about the Recession, so the Recession simply had not yet arrived.
Best Fits for Social Media in the Sales Cycle
May 12, 2009
These tools we have like blogging and podcasting and video and the use of social platforms are interesting, but to be useful to a sales marketing process, we have to look at where they make the most possible leverage and value.
The Persuasive Power Of Face To Face
May 1, 2009
Think of the most persuasive person you know. The salesperson you can't say no to, your mother (guilt always works), your spouse or your six-year-old child. Now, imagine if you had never met the person in person and they were trying to persuade you over the phone, or by email. Would they be as persuasive? No. Persuasion just don't work as well if you're not face to face.
Who Needs the iPhone? Verizon Beats AT&T in New Customers
Apr 28, 2009
Amid all the talk about what the iPhone has done for AT&T, Verizon is also delivering -- without a killer handset.
Bottled Water Sales Flatten During Recession
Apr 15, 2009
After years of double-digit increases, bottled water sales have stopped rising. Industry analysts say the economy is driving the change, but they also say environmentalists may be having an effect.
Corporate Social Responsibility = Profitability
Apr 14, 2009
People want to do good. By extension, people want their brand choices to reflect their desire to do good. Since its inception, the Internet has forced companies to reassess their corporate social responsibility (CSR) practices by increasing people's access to information about "improper" corporate behavior. Social media, which simply increases the rate at which people can publish and spread information/content, has magnified the importance of CSR. However, it is not just avoiding the "bad," but harnessing the "good" that will lead to companies doing well financially by doing good socially.
Study: ROI May Be Measurable in Facebook, MySpace After All
Apr 13, 2009
Package-goods brands are still cautious about social media, figuring that the return on investment can't be accurately measured. After all, marketing on Facebook or MySpace might generate a conversation but not necessarily a sale. Now, however, a method is emerging to relate one to the other, potentially eliminating a major impediment.
Is Corona Losing its Luster As King of Imported Beers?
Apr 10, 2009
Corona Extra's formidable brand was built, in part, on crackerjack marketing campaigns equating the Mexican brew with tranquil vacations on pristine beaches. But Corona's falling sales have some beer business watchers wondering whether there's trouble in paradise. A tough economy and intense competition are weighing on some of the higher-priced imports. Their future, and whether beer drinkers' habits have permanently changed, are being closely watched in the $26 billion-a-year industry.
Tropicana Line's Sales Plunge 20% Post-Rebranding
Apr 3, 2009
Tropicana's rebranding debacle did more than create a customer-relations fiasco. It hit the brand in the wallet.
Don't Worry, Buy Happy: Cheerful Stuff Is Selling Well
Mar 31, 2009
The economy's in the tank. Consumers have no spare cash. And the financial outlook is bleak. So, guess what the savviest consumer product makers are rolling out these days: happy stuff. That's right, products that make folks smile.
Wall Street Surges As Consumer Brands Strengthen
Mar 27, 2009
Best Buy, ConAgra, Dr Pepper Snapple Group earnings drive gains.
New Products Boost ConAgra's Sales
Mar 27, 2009
ConAgra Foods today reported a 6.1 percent rise in third quarter fiscal 2009 sales, which the company attributed to new product introductions and improvements on key brands, such as Banquet and Marie Callender.
How One Mall Got People to Buy Stuff, and How You Can, Too
Mar 22, 2009
I visited a mall in Glendale, Calif., a few weeks ago and had a novel experience: I saw customers.
Perry Ellis Taking `Steps to Survive'
Mar 20, 2009
Declining retail sales and dramatic markdowns took their toll on Perry Ellis' earnings, but the Miami apparel company looks to rebound.
'I'm a PC' Marketing Pays Off for Microsoft, OEMs
Mar 19, 2009
Microsoft and its partners are reaping big rewards from the $300 million Windows marketing campaign. That's my conclusion after reviewing February U.S. retail PC sales data released by NPD on March 16. Apple's steep U.S. retail sales declines continued in February, comparatively worse than January's already dismal showing. Meanwhile, Windows PC sales continued their recent year-over-year growth rally.
Message From a Condemned Car Brand: ‘We’re Still Here’
Mar 19, 2009
For the first time since the financial difficulties of General Motors began threatening the company’s existence, a G. M. division will run advertising that addresses the effects of the precarious situation.
Kindle iPhone App Launches, E-Book Sales to Jump?
Mar 4, 2009
That was quick: A week after the Amazon Kindle 2 started shipping, Amazon's Kindle iPhone app is now available for free download. What is it? A very basic e-book reader app that syncs up to your Amazon account to access the Kindle books you've purchased. You can't buy books directly from the app, but you can via a computer or the iPhone's Safari browser (or a Kindle). Good enough.
The Panhandler's Secret
Feb 27, 2009
When there were old-school parking meters in New York, quarters were precious. One day, I'm walking down the street and a guy comes up to me and says, "Do you have a dollar for four quarters?" He held out his hand with four quarters in it. Curious, I engaged with him. I took out a dollar bill and took the four quarters. Then he turned to me and said, "can you spare a quarter?" What a fascinating interaction.
Today's Ad Business: Land of the Lost
Feb 27, 2009
With this year's Super Bowl behind us, this seems like a good time to address the advertising business and how it has lost its way. My overall comment on the array of wildly expensive and unintelligible commercials that ran: What in the world are advertisers thinking about? Most of the people sitting in my living room kept asking me, "What are they selling?" My response was that I was just as bewildered as they were.
Why Retailers Need to Get Back to Basics
Feb 23, 2009
Businesses in all sectors are struggling in today's tough economic climate. The retail industry looks particularly grim. AlixPartners, a Michigan turnaround-consulting firm, estimates that more than a quarter of all large retailers are at significant risk of filing for bankruptcy or facing financial distress.
The Rational Marketer (And The Irrational Customer)
Feb 17, 2009
The most common frustration I see, and I see it daily, comes from marketers who can't figure out why more people won't buy their product. This particularly afflicts b2b marketers, who ostensibly have rational customers.
Relocation Means Money For Some Marketers
Feb 16, 2009
While it's no secret that the dead-in-the-water real-estate market means fewer people are buying and selling homes, a new study shows that turmoil in job markets means people are moving, but the opportunities for marketers are narrower.
Pioneer To Exit Flat TV Market, Cut 10,000 Jobs
Feb 12, 2009
Japanese electronics maker Pioneer Corp said it would cut 10,000 jobs and pull the plug on its loss-making flat TV business, a move that could signal a further shake-out in the battered sector.
How Food Giant Goya Plans to Bring Latin Cuisine to the Masses
Feb 2, 2009
As more companies target the growing U.S. Hispanic population, Hispanic marketers are trying to extend their sales to the rest of America.
Consumers Get Frugal, So Retailers Get Creative
Jan 28, 2009
To survive, retailers are battling to convince these new, mindful spenders that their products deliver long-term value, not just empty calories.
Why I Prefer Video Games Over Movies
Jan 27, 2009
Video games and Blu-ray or DVD movies are both competing for what little time I have to enjoy entertainment. Usually, that happens during weekends or after I'm done working each night. And although I still watch a slew of films each year, I've realized that if I need to choose between playing a game for a couple hours or finding a movie worth watching, I'll choose the former almost every time.
Even Toilet-Paper Sales Suffer in Recession
Jan 27, 2009
People long have taken for granted that some categories, such as toilet paper, truly are recession-proof. Turns out that, like many assumptions, is wrong.
Hyundai Likely To Tout Assurance Program In Bowl
Jan 18, 2009
Is Hyundai's buy-back program, Hyundai Assurance, alive? Too soon to tell. Or is it? Joel Ewanick, the Fountain Valley, Calif. company's VP/marketing for the U.S., says the vital signs are strong--with January sales so far holding up to last January's. That may not mean much in more salubrious times, but when "flat" is the new "up," it's pretty good news.
The Illogic of Sales
Dec 26, 2008
Isn't sale pricing the antithesis of branding? Now that stores are in full-swing with after-holidays markdowns, discounts, red-liners, or whatever else they call them, they're really telling consumers the same, basic thing: What we charged you before wasn’t what our stuff was really worth.
Retailers Look to Capture Night Owls
Dec 22, 2008
In the final countdown of one of the worst holiday retail seasons in decades, more retailers have extended hours and are staying open for 24-hour periods or more in a last-ditch effort to capture sales.
Amid Auto Travail, Mini Brand Is Booming
Dec 16, 2008
There's a brand that is raising the price of its newest redesigned vehicle by nearly 10 percent, adding dealerships and boosting unit sales by more than 30 percent year-to-date. No, it's not fiction or the daydreams of a stress-crazed car executive. Mini--the brand BMW AG management almost didn't bring to the United States--is defying the economic turmoil and the odds.
Honda Keeps Customers Better Than Anyone
Dec 14, 2008
Honda is doing the best job of keeping its customers of any company selling vehicles in the U.S. According to J.D. Power and Associates' "2008 Customer Retention Study," 64.7% of Honda buyers are returnees. Second place goes to Toyota with 63.2% and then Toyota's Lexus at 60.4%.
Video Gaming Defies Retail Gloom
Dec 9, 2008
The video game industry appears to be alone in bucking a retail recession as consumers turn to fitness workouts, musical jam sessions and fantasy worlds to take their minds off the credit crunch.
McDonald's Reports November Sales Up 4.5%
Dec 9, 2008
It's not all bad news out there, particularly if you're selling something for a buck. During a month when many retailers reported dismal results, McDonald's same-store sales in November jumped 4.5% in the U.S. and nearly 8% globally.
Abercrombie Fights Discount Tide
Dec 8, 2008
Hip retailer Abercrombie & Fitch Co. suffered dismal November sales results last week, and one reason may be a bold tactic that is backfiring: while rivals are aggressively slashing prices to battle the weak economy, Abercrombie has refused to join the rush to discount.
