If we go by the numbers; 39% of senior marketers use customer retention as a top area of business need
75% of senior marketers find lifecycle marketing programs better than traditional programs
6.7% expect to see growth in b2b marketing budgets
17% of b2b customers are satisfied with the online purchasing process
21.3% of a b2b’s budget is dedicated to product marketing
Now let’s look on the other side of these numbers.
To start 39% of marketers believe that customer retention is the top priority that they need to be dealing with. Behind that 64% of all people that responded in this Forrester Research study stated that the retention of customers and even targeting this group as probably the main way to really get the most impact and value out of any marketing they might do this year (2011).
If in fact retention marketing is far and away on the minds of marketers why? Could it be the economic recession? It is easier and less costly to keep a current customer than go out and find a new one. This is also as there has become a growing awareness that customers should be valued by their lifetime value to the company not as 1 or 2 sales and out.
Fact is that once your company closes the sale, the work moves from client acquisition to client retention. Major difference in approach and you need real coordination between sales and marketing (if you’re that big [which many of my readers are not]). Content becomes critical with more newsletters, white papers, and other avenues of targeted content appeal.
Larson Notes & Satire: My company works on an “almost” no long term contract basis. I figure if you want to stop using us it’s for a good reason. The usual reason is that we have gotting you too many leads and you need to digest them for a while before you can start up again. But sometimes we are not doing a good job. Ya, it happens, and then you know it, I know it and we both really just want to end the relationship. Yet for those that have success with and using the Larson system of customer lead generation we want to help you grow from now until tomorrow. What is the lifetime of a Larson client, looking back if seems to be years, as they flow in and out of using our services.
As for you, what could Larson’s be doing for you? Well to start with, how do you keep in contact with your past customers? Mail, phone, email, nothing. If you’re not there in front of their faces who will fill THAT void? If you have customers in remote places we can keep you in touch with them. If you have a list of companies that you did business with a year or longer ago, we can make the call. These are companies that for the most part, know you and love you but for whatever reason you lost contact with. Reignite the flame. Bring them back into your list of happy currently happy customers.
“We don’t sell lists, we find customers.”
Remember our 3 new programs for 2011
1st is our Virtual Sales Manager Program.
2nd our Sales Function Outsourcing Program
3rd our Virtual Business Consulting Program
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
howard@larsonassociates.ws
http://www.larsonassociates.ws/
http://larsonassociates.blogspot.com/
http://www.facebook.com/LarsonAndAssociatesFans
http://member.merchantcircle.com/larsonassociates
https://twitter.com/LarsonAssociate
P.S. We make telesales for small business affordable by offering programs down to only 15 hours a week. Maybe you could add telesales into your marketing mix call today and find out.
Monday, August 29, 2011
Friday, January 16, 2009
Dunkin' Donuts new ad campaign on Twitter
Dunkin' Donuts has released a new $100 million integrated advertising campaign and is using social media to promote the new effort.
The “You Kin' do it,” campaign, created by Boston-based agency Hill Holliday, features new TV ads which have been posted on YouTube and are being promoted via Dunkin Donuts' Twitter page.
The new campaign, which is a takeoff on the existing “America runs on Dunkin” campaign, encourages consumers to take on everyday tasks despite hard times. For example, a woman with four children boasts her ability to make it to nap time, a heavily snowed in man boasts his ability to dig his way out of the driveway and an office worked buried under files asserts that she can finish all of her paper work. All of the characters are drinking Dunkin' Donuts' coffee.
The campaign, which broke today, features online, TV, print, outdoor and point-of-sale efforts.
“Prevailing over life's daily challenges deserves acknowledgment and appreciation, especially in difficult times,” said Frances Allen, brand marketing officer at Dunkin' Donuts in a statement. “'You Kin' Do It' shines the spotlight on the accomplishments of hard-working Americans, while reinforcing that Dunkin' Donuts will continue to fuel their busy day and provide a bit of happiness without blowing the lid off their budget.”
Larson note: They are coming. Big companies, big money, big pushes, are coming deeper into the realm of Social Networking. Twitter is only a part of the campaign but if it goes well on the SM site with the twits there well me more not just from Dunkin but from other “large companies. Figure this channel out for your marketing so you know how it works before the big guys come on board and squeeze you out with sheer force of size. Heck look at what Motorola is dong with blogs now.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
larsonassoc1975@yahoo.com
http://www.geocities.com/larsonassoc1979/1
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. Get in control of your own marketing destiny with a guerilla marketing consultation. Call today and schedule your appointment.
*Source: Dianna Dilworth, Haymarket
The “You Kin' do it,” campaign, created by Boston-based agency Hill Holliday, features new TV ads which have been posted on YouTube and are being promoted via Dunkin Donuts' Twitter page.
The new campaign, which is a takeoff on the existing “America runs on Dunkin” campaign, encourages consumers to take on everyday tasks despite hard times. For example, a woman with four children boasts her ability to make it to nap time, a heavily snowed in man boasts his ability to dig his way out of the driveway and an office worked buried under files asserts that she can finish all of her paper work. All of the characters are drinking Dunkin' Donuts' coffee.
The campaign, which broke today, features online, TV, print, outdoor and point-of-sale efforts.
“Prevailing over life's daily challenges deserves acknowledgment and appreciation, especially in difficult times,” said Frances Allen, brand marketing officer at Dunkin' Donuts in a statement. “'You Kin' Do It' shines the spotlight on the accomplishments of hard-working Americans, while reinforcing that Dunkin' Donuts will continue to fuel their busy day and provide a bit of happiness without blowing the lid off their budget.”
Larson note: They are coming. Big companies, big money, big pushes, are coming deeper into the realm of Social Networking. Twitter is only a part of the campaign but if it goes well on the SM site with the twits there well me more not just from Dunkin but from other “large companies. Figure this channel out for your marketing so you know how it works before the big guys come on board and squeeze you out with sheer force of size. Heck look at what Motorola is dong with blogs now.
Howard Larson
Larson & Associates
Target Marketing & Telesales Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
larsonassoc1975@yahoo.com
http://www.geocities.com/larsonassoc1979/1
http://larsonassociates.blogspot.com
http://member.merchantcircle.com/larsonassociates
http://businesswarfare.ning.com/profile/HowardLarson
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
P.S. Get in control of your own marketing destiny with a guerilla marketing consultation. Call today and schedule your appointment.
*Source: Dianna Dilworth, Haymarket
Monday, December 29, 2008
In-Flight Ads Flying High
JetBlue Lands at Airline TV To Avoid Fees, Industry Is Using Product Sampling, More Entertainment
Air travel may be getting hit by consumers counting their pennies, but that hasn't stopped advertisers from investing in in-flight TV.
This week, JetBlue Airways becomes the third partner to join Airline TV, an aerial ad network from IdeaCast, an out-of-home company that provides content and advertising to health clubs and Six Flags locations nationwide. Its other airline partners include Continental Airlines and Frontier Airlines.
Airline TV will be Nielsen-rated by year's end. JetBlue, which has offered in-flight TV to its customers since 2006, had been selling its TV platform with a different partner before aligning with IdeaCast. "They already do this for other airlines, so we just saw this as an opportunity to leverage their expertise but also give us a broader view and access to advertisers," said Fiona Morrisson, JetBlue's director of brand management and advertising.
Industrywide, airlines have boosted in-flight entertainment as a means to create revenue to help avoid some of the fees they might otherwise have to charge their passengers in a hard hit travel economy. Delta was the first airline to partner with HBO for an on-demand channel featuring full episodes of HBO movies and original programming, a move that was echoed last month by Richard Branson's Virgin America. The fledgling airline teamed with HBO's "Entourage" for its inaugural flight from JFK to Las Vegas' McCarran International Airport, offering passengers an exclusive look at the season premiere of "Entourage" weeks before its release.
Porter Gale, Virgin America's VP-marketing, said the airline has actually been able to add features to enhance its customer experience at a time when other airlines are charging for extra luggage and bottled water. Passengers who rode Virgin's flights from JFK to Las Vegas in September received noise-canceling headphones, champagne, Godiva chocolates, Kiehl's personal products and Altoids.
Ms. Morrisson said JetBlue has tested product sampling on its flights with several advertisers, including a recent campaign with Maybelline. "Our approach is to give the people everything they need within the cost of the ticket and give them an opportunity, if they need to upgrade their experience, to pay for more leg room or get a premium beverage onboard.
"In these times, it's not just looking at [in-flight TV] as a way to make revenue," she said. "Rather than taking away from the customer experience, we want to add to the customer experience, whether it's through advertising or sampling."
IdeaCast's Airline TV also will be Nielsen-rated by year's end, which Jason Brown, the company's president-sales and marketing, said will allow it to offer specific passenger traffic numbers and even-more-granular viewing data. "We'll know who's watching at every single foot," he said. "Imagine you're delivering a sample, you just saw it onscreen, you read about it on a card on the back of your seat, and the sample's in your hand for two hours. That type of connective tissue is one that builds a brand ambassador."
Cost-per-thousand rates for Airline TV are premium within the out-of-home sector and equivalent to prime-time CPMs for cable TV audiences, Mr. Brown said. Some advertisers are buying the network on a monthly basis, while others have already made annual commitments.
Larson Notes: Its all about discrete revenue enhancements that adds to your experience, not take away. Ads with movies is not what struck me here. What really made me stand up and take notice is the idea of product sampling. Wow! This is great. You’re there, stuck on a dumb airplane, what a time to sample some products. What a great way to test market some new products to a captured audience. What do you sell that could be test marketing to an group of people on a plane?
Howard Larson
Larson & Associates
Telesales & Target Marketing Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488larsonassoc1975@yahoo.com
http://member.merchantcircle.com/larsonassociates
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
Air travel may be getting hit by consumers counting their pennies, but that hasn't stopped advertisers from investing in in-flight TV.
This week, JetBlue Airways becomes the third partner to join Airline TV, an aerial ad network from IdeaCast, an out-of-home company that provides content and advertising to health clubs and Six Flags locations nationwide. Its other airline partners include Continental Airlines and Frontier Airlines.
Airline TV will be Nielsen-rated by year's end. JetBlue, which has offered in-flight TV to its customers since 2006, had been selling its TV platform with a different partner before aligning with IdeaCast. "They already do this for other airlines, so we just saw this as an opportunity to leverage their expertise but also give us a broader view and access to advertisers," said Fiona Morrisson, JetBlue's director of brand management and advertising.
Industrywide, airlines have boosted in-flight entertainment as a means to create revenue to help avoid some of the fees they might otherwise have to charge their passengers in a hard hit travel economy. Delta was the first airline to partner with HBO for an on-demand channel featuring full episodes of HBO movies and original programming, a move that was echoed last month by Richard Branson's Virgin America. The fledgling airline teamed with HBO's "Entourage" for its inaugural flight from JFK to Las Vegas' McCarran International Airport, offering passengers an exclusive look at the season premiere of "Entourage" weeks before its release.
Porter Gale, Virgin America's VP-marketing, said the airline has actually been able to add features to enhance its customer experience at a time when other airlines are charging for extra luggage and bottled water. Passengers who rode Virgin's flights from JFK to Las Vegas in September received noise-canceling headphones, champagne, Godiva chocolates, Kiehl's personal products and Altoids.
Ms. Morrisson said JetBlue has tested product sampling on its flights with several advertisers, including a recent campaign with Maybelline. "Our approach is to give the people everything they need within the cost of the ticket and give them an opportunity, if they need to upgrade their experience, to pay for more leg room or get a premium beverage onboard.
"In these times, it's not just looking at [in-flight TV] as a way to make revenue," she said. "Rather than taking away from the customer experience, we want to add to the customer experience, whether it's through advertising or sampling."
IdeaCast's Airline TV also will be Nielsen-rated by year's end, which Jason Brown, the company's president-sales and marketing, said will allow it to offer specific passenger traffic numbers and even-more-granular viewing data. "We'll know who's watching at every single foot," he said. "Imagine you're delivering a sample, you just saw it onscreen, you read about it on a card on the back of your seat, and the sample's in your hand for two hours. That type of connective tissue is one that builds a brand ambassador."
Cost-per-thousand rates for Airline TV are premium within the out-of-home sector and equivalent to prime-time CPMs for cable TV audiences, Mr. Brown said. Some advertisers are buying the network on a monthly basis, while others have already made annual commitments.
Larson Notes: Its all about discrete revenue enhancements that adds to your experience, not take away. Ads with movies is not what struck me here. What really made me stand up and take notice is the idea of product sampling. Wow! This is great. You’re there, stuck on a dumb airplane, what a time to sample some products. What a great way to test market some new products to a captured audience. What do you sell that could be test marketing to an group of people on a plane?
Howard Larson
Larson & Associates
Telesales & Target Marketing Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488larsonassoc1975@yahoo.com
http://member.merchantcircle.com/larsonassociates
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
Wednesday, December 24, 2008
In-Flight Ads Flying High
JetBlue Lands at Airline TV To Avoid Fees, Industry Is Using Product Sampling, More Entertainment
Air travel may be getting hit by consumers counting their pennies, but that hasn't stopped advertisers from investing in in-flight TV.
This week, JetBlue Airways becomes the third partner to join Airline TV, an aerial ad network from IdeaCast, an out-of-home company that provides content and advertising to health clubs and Six Flags locations nationwide. Its other airline partners include Continental Airlines and Frontier Airlines.
Airline TV will be Nielsen-rated by year's end. JetBlue, which has offered in-flight TV to its customers since 2006, had been selling its TV platform with a different partner before aligning with IdeaCast. "They already do this for other airlines, so we just saw this as an opportunity to leverage their expertise but also give us a broader view and access to advertisers," said Fiona Morrisson, JetBlue's director of brand management and advertising.
Industrywide, airlines have boosted in-flight entertainment as a means to create revenue to help avoid some of the fees they might otherwise have to charge their passengers in a hard hit travel economy. Delta was the first airline to partner with HBO for an on-demand channel featuring full episodes of HBO movies and original programming, a move that was echoed last month by Richard Branson's Virgin America. The fledgling airline teamed with HBO's "Entourage" for its inaugural flight from JFK to Las Vegas' McCarran International Airport, offering passengers an exclusive look at the season premiere of "Entourage" weeks before its release.
Porter Gale, Virgin America's VP-marketing, said the airline has actually been able to add features to enhance its customer experience at a time when other airlines are charging for extra luggage and bottled water. Passengers who rode Virgin's flights from JFK to Las Vegas in September received noise-canceling headphones, champagne, Godiva chocolates, Kiehl's personal products and Altoids.
Ms. Morrisson said JetBlue has tested product sampling on its flights with several advertisers, including a recent campaign with Maybelline. "Our approach is to give the people everything they need within the cost of the ticket and give them an opportunity, if they need to upgrade their experience, to pay for more leg room or get a premium beverage onboard.
"In these times, it's not just looking at [in-flight TV] as a way to make revenue," she said. "Rather than taking away from the customer experience, we want to add to the customer experience, whether it's through advertising or sampling."
IdeaCast's Airline TV also will be Nielsen-rated by year's end, which Jason Brown, the company's president-sales and marketing, said will allow it to offer specific passenger traffic numbers and even-more-granular viewing data. "We'll know who's watching at every single foot," he said. "Imagine you're delivering a sample, you just saw it onscreen, you read about it on a card on the back of your seat, and the sample's in your hand for two hours. That type of connective tissue is one that builds a brand ambassador."
Cost-per-thousand rates for Airline TV are premium within the out-of-home sector and equivalent to prime-time CPMs for cable TV audiences, Mr. Brown said. Some advertisers are buying the network on a monthly basis, while others have already made annual commitments.
Larson Notes: Its all about discrete revenue enhancements that adds to your experience, not take away. Ads with movies is not what struck me here. What really made me stand up and take notice is the idea of product sampling. Wow! This is great. You’re there, stuck on a dumb airplane, what a time to sample some products. What a great way to test market some new products to a captured audience. What do you sell that could be test marketing to an group of people on a plane?
Howard Larson
Larson & Associates
Telesales & Target Marketing Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
larsonassoc1975@yahoo.com
http://componga.com/larson.html
http://member.merchantcircle.com/larsonassociates
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
Air travel may be getting hit by consumers counting their pennies, but that hasn't stopped advertisers from investing in in-flight TV.
This week, JetBlue Airways becomes the third partner to join Airline TV, an aerial ad network from IdeaCast, an out-of-home company that provides content and advertising to health clubs and Six Flags locations nationwide. Its other airline partners include Continental Airlines and Frontier Airlines.
Airline TV will be Nielsen-rated by year's end. JetBlue, which has offered in-flight TV to its customers since 2006, had been selling its TV platform with a different partner before aligning with IdeaCast. "They already do this for other airlines, so we just saw this as an opportunity to leverage their expertise but also give us a broader view and access to advertisers," said Fiona Morrisson, JetBlue's director of brand management and advertising.
Industrywide, airlines have boosted in-flight entertainment as a means to create revenue to help avoid some of the fees they might otherwise have to charge their passengers in a hard hit travel economy. Delta was the first airline to partner with HBO for an on-demand channel featuring full episodes of HBO movies and original programming, a move that was echoed last month by Richard Branson's Virgin America. The fledgling airline teamed with HBO's "Entourage" for its inaugural flight from JFK to Las Vegas' McCarran International Airport, offering passengers an exclusive look at the season premiere of "Entourage" weeks before its release.
Porter Gale, Virgin America's VP-marketing, said the airline has actually been able to add features to enhance its customer experience at a time when other airlines are charging for extra luggage and bottled water. Passengers who rode Virgin's flights from JFK to Las Vegas in September received noise-canceling headphones, champagne, Godiva chocolates, Kiehl's personal products and Altoids.
Ms. Morrisson said JetBlue has tested product sampling on its flights with several advertisers, including a recent campaign with Maybelline. "Our approach is to give the people everything they need within the cost of the ticket and give them an opportunity, if they need to upgrade their experience, to pay for more leg room or get a premium beverage onboard.
"In these times, it's not just looking at [in-flight TV] as a way to make revenue," she said. "Rather than taking away from the customer experience, we want to add to the customer experience, whether it's through advertising or sampling."
IdeaCast's Airline TV also will be Nielsen-rated by year's end, which Jason Brown, the company's president-sales and marketing, said will allow it to offer specific passenger traffic numbers and even-more-granular viewing data. "We'll know who's watching at every single foot," he said. "Imagine you're delivering a sample, you just saw it onscreen, you read about it on a card on the back of your seat, and the sample's in your hand for two hours. That type of connective tissue is one that builds a brand ambassador."
Cost-per-thousand rates for Airline TV are premium within the out-of-home sector and equivalent to prime-time CPMs for cable TV audiences, Mr. Brown said. Some advertisers are buying the network on a monthly basis, while others have already made annual commitments.
Larson Notes: Its all about discrete revenue enhancements that adds to your experience, not take away. Ads with movies is not what struck me here. What really made me stand up and take notice is the idea of product sampling. Wow! This is great. You’re there, stuck on a dumb airplane, what a time to sample some products. What a great way to test market some new products to a captured audience. What do you sell that could be test marketing to an group of people on a plane?
Howard Larson
Larson & Associates
Telesales & Target Marketing Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
larsonassoc1975@yahoo.com
http://componga.com/larson.html
http://member.merchantcircle.com/larsonassociates
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
Tuesday, December 23, 2008
KitchenAid will add DVDT to marketing mix
KitchenAid, a division of Whirlpool Corp. will launch a new DRTV campaign non November 3rd to promote is high-end stand mixer.
Produced by direct response ad agency R2C Group, which has worked KitchenAid for more than 5 years now, hopes to drive sales though a 1-800 number, online and at the retail level.
The campaign is being released in the forth quarter because the mixer is a popular gift possibility. The company actually filmed real families around the country making if a mini personal testimonial.
The creative consists of 60 second, 120 second and a 28.5 minute spot. A transactional microsite www.buykitcheaid.com also has been launched for the campaign
R2C has put an operations team in place to keep a consistent reporting method between the site and the call center that they are using.
Larson Notes: Let’s see how many different channels are they incorporating into their campaign? Ad spots, info commercial, 800 number, microsite. That is 5 plus retail which will probably include point of purchase work. Not too shabby. The more ways and levels that you can be hitting people the better off you are. With your product if it works at Christmas, how many ways can you reach out and touch people?
Howard Larson
Larson & Associates
Telesales & Target Marketing Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
larsonassoc1975@yahoo.com
http://member.merchantcircle.com/larsonassociates
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
Produced by direct response ad agency R2C Group, which has worked KitchenAid for more than 5 years now, hopes to drive sales though a 1-800 number, online and at the retail level.
The campaign is being released in the forth quarter because the mixer is a popular gift possibility. The company actually filmed real families around the country making if a mini personal testimonial.
The creative consists of 60 second, 120 second and a 28.5 minute spot. A transactional microsite www.buykitcheaid.com also has been launched for the campaign
R2C has put an operations team in place to keep a consistent reporting method between the site and the call center that they are using.
Larson Notes: Let’s see how many different channels are they incorporating into their campaign? Ad spots, info commercial, 800 number, microsite. That is 5 plus retail which will probably include point of purchase work. Not too shabby. The more ways and levels that you can be hitting people the better off you are. With your product if it works at Christmas, how many ways can you reach out and touch people?
Howard Larson
Larson & Associates
Telesales & Target Marketing Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488
larsonassoc1975@yahoo.com
http://member.merchantcircle.com/larsonassociates
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
Monday, December 22, 2008
Kellogg’s Keeps Marketing High and Sales Sore
As the economy goes downward Kellogg Company is finding it a sweet deal. Kellogg’s reported double-digit increases in third-quarter earnings. They credited stepped-up marketing support for the gains. AS well as help from companies like Wal-Mart.
Kellogg's net earnings were up 12% to $342 million
"Our success was driven by price realization, effective advertising and continued business momentum," Kellogg CEO David Mackay told analysts during the earnings call. "We achieved solid [third-quarter] results, which were above their long-term targets despite the economic slowdown, commodity inflation and higher tax rate."
Kellogg has been aggressively increasing advertising over the past year, spending nearly 9% of sales, or more than $1 billion. John A. Bryant, exec VP-chief financial officer, noted that competitors spend about 5% of sales on advertising. But moving forward, he said, the company said it is scaling back in terms of increase and will be focusing on the efficiency of its spending.
"We are also driving a series of initiatives across brand building to further improve the efficiency and effectiveness of lead investments in the new media environment," he said. "We began to see the benefits of these initiatives during the third quarter."
Together with companies like Wal-Mart, Kellogg has some of its retail partners willing to advertise its products for free. At the same time, the company has been advertising its cereals with milk as a meal for 50 cents; Wal-Mart has taken up this messaging as a way to pitch its own in-store value proposition.
"Wal-Mart has been constantly pushing their angle as being the retailer that gives the best value," Mr. Mackay said. "They paid for the advertising that I think featured an array of Kellogg products, and suggested that the consumers could save $900-plus a year."
Larson note: Coop advertising to sell more. Kellogg Company and Wal-Mart selling cereal with MILK which they sell (of course). Who can you work together with to share the expenses of your advertising and marketing? Who can you form a synergy with? As a Guerrilla Marketer I really like the 9% figure, although something over 10-15% is even better. For a company I am really impressed by Kellogg’s boldness and agressiveness to marketing!
Howard Larson
Larson & Associates
Telesales & Target Marketing Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488larsonassoc1975@yahoo.com
http://member.merchantcircle.com/larsonassociates
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
Kellogg's net earnings were up 12% to $342 million
"Our success was driven by price realization, effective advertising and continued business momentum," Kellogg CEO David Mackay told analysts during the earnings call. "We achieved solid [third-quarter] results, which were above their long-term targets despite the economic slowdown, commodity inflation and higher tax rate."
Kellogg has been aggressively increasing advertising over the past year, spending nearly 9% of sales, or more than $1 billion. John A. Bryant, exec VP-chief financial officer, noted that competitors spend about 5% of sales on advertising. But moving forward, he said, the company said it is scaling back in terms of increase and will be focusing on the efficiency of its spending.
"We are also driving a series of initiatives across brand building to further improve the efficiency and effectiveness of lead investments in the new media environment," he said. "We began to see the benefits of these initiatives during the third quarter."
Together with companies like Wal-Mart, Kellogg has some of its retail partners willing to advertise its products for free. At the same time, the company has been advertising its cereals with milk as a meal for 50 cents; Wal-Mart has taken up this messaging as a way to pitch its own in-store value proposition.
"Wal-Mart has been constantly pushing their angle as being the retailer that gives the best value," Mr. Mackay said. "They paid for the advertising that I think featured an array of Kellogg products, and suggested that the consumers could save $900-plus a year."
Larson note: Coop advertising to sell more. Kellogg Company and Wal-Mart selling cereal with MILK which they sell (of course). Who can you work together with to share the expenses of your advertising and marketing? Who can you form a synergy with? As a Guerrilla Marketer I really like the 9% figure, although something over 10-15% is even better. For a company I am really impressed by Kellogg’s boldness and agressiveness to marketing!
Howard Larson
Larson & Associates
Telesales & Target Marketing Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488larsonassoc1975@yahoo.com
http://member.merchantcircle.com/larsonassociates
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
Friday, December 19, 2008
Virgin America Expands its Frequent Flier Program?
Domino’s Pizza, McDonald’s and Hardee’s have all signed up as advertising partners for a new site witch will initially serve the St. Louis Mo market. The site helps hungry people find a place to eat within their area based on the location, type of food and the price. Moosylvania plans to roll out the same service to other US markets early next year.
Larson note: Can’t say this idea has not been tried before. Heck a company I was doing work for 9 years ago floated out the same basic idea for multiple industries. Perhaps with better controls and a little Web2 help it can work for those involved
Howard Larson
Larson & Associates
Telesales & Target Marketing Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488larsonassoc1975@yahoo.com
http://member.merchantcircle.com/larsonassociates
http://larsonassociates.blogspot.com
http://teamcircle.ning.com/profile/HowardLarson
https://twitter.com/LarsonAssociate
Larson note: Can’t say this idea has not been tried before. Heck a company I was doing work for 9 years ago floated out the same basic idea for multiple industries. Perhaps with better controls and a little Web2 help it can work for those involved
Howard Larson
Larson & Associates
Telesales & Target Marketing Professionals for new account acquisition
Making good businesses great and great businesses even better
847-991-0488larsonassoc1975@yahoo.com
http://member.merchantcircle.com/larsonassociates
http://larsonassociates.blogspot.com
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