MultiChannel Merchant recently published an article by Andrea Syverson, author of BrandAbout!, with four creative ways to rise above the competition.
1. Tell the stories of your iconic brands.
2. Involve customers in all you do.
3. Keep to a core message for the brand.
4. Tether your customers to your employees.
As usual, Andrea gives excellent examples from a diverse group of companies. Click here to see the entire article.
Friday, March 2, 2012
Wednesday, February 22, 2012
Is it Marketing or Advertising
We aren't trying to pick on Stuart Elliott, advertising columnist at the New York Times, but we noticed an interesting headline, in Tuesday, Feb. 21st's column, Marketing Budgets Rise for Some Giants.
For the most part, the article discusses how much more money some consumer products companies will be spending in 2012 on advertising of all types. Most of our authors who are experts in marketing and market research would tell you that money spent on advertising in social media, print media, on television and radio is not marketing. Marketing and market research is what should come before advertising spending decisions are made, and after the advertising money has been spent to see if the campaigns were effective.
What seems to be a problem is that companies and journalists (especially headline writers) often confuse advertising and marketing, assuming they are one and the same. Companies may budget for marketing when what they are really doing is budgeting for advertising without getting the fundamental research they need to make the best decisions about how to spend their advertising dollars.
M. Isabel Valdes and the experts who collaborated with her on the book, WIN! the Hispanic Market argue that too little is spent on market research about Hispanics to validate advertising decisions. They also say that much of the Hispanic market passes through the "leaky bucket," with companies not aware of the actual size of the market, again because inadequate resources are allocated to gathering the data needed.
Similarly, in her forthcoming book, Black Still Matters in Marketing, Pepper Miller says that much of the research conducted on Blacks is not relevant because researchers don't bother to go where Black consumers are.
It would be helpful if the terms advertising and marketing were not used interchangeably in the C-suite and the boardroom. Then executives would be able to better understand what their dollars are going for and why they are sometimes not being spent effectively.
For the most part, the article discusses how much more money some consumer products companies will be spending in 2012 on advertising of all types. Most of our authors who are experts in marketing and market research would tell you that money spent on advertising in social media, print media, on television and radio is not marketing. Marketing and market research is what should come before advertising spending decisions are made, and after the advertising money has been spent to see if the campaigns were effective.
What seems to be a problem is that companies and journalists (especially headline writers) often confuse advertising and marketing, assuming they are one and the same. Companies may budget for marketing when what they are really doing is budgeting for advertising without getting the fundamental research they need to make the best decisions about how to spend their advertising dollars.
M. Isabel Valdes and the experts who collaborated with her on the book, WIN! the Hispanic Market argue that too little is spent on market research about Hispanics to validate advertising decisions. They also say that much of the Hispanic market passes through the "leaky bucket," with companies not aware of the actual size of the market, again because inadequate resources are allocated to gathering the data needed.
Similarly, in her forthcoming book, Black Still Matters in Marketing, Pepper Miller says that much of the research conducted on Blacks is not relevant because researchers don't bother to go where Black consumers are.
It would be helpful if the terms advertising and marketing were not used interchangeably in the C-suite and the boardroom. Then executives would be able to better understand what their dollars are going for and why they are sometimes not being spent effectively.
Wednesday, February 15, 2012
Non-Hispanic managers need to "get it"
The mission of PMP's latest release, WIN! the Hispanic Market: Strategies for Business Growth, is to alert corporate managers and investors to the coming power of the Hispanic market, both in numbers and consumer spending. It also focuses on the concern that consumer market research and data collection in corporations does not record many sales to Hispanics and therefore, corporate managers often do not appreciate just how much of their market is multicultural.
The book's author, M. Isabel Valdes, is a strong proponent of high quality market research as well as taking an in-culture approach to marketing. She believes marketing in-culture is essential to winning "share of heart" among Hispanics. The contributions to the book of 19 strategic, data, and marketing research experts support her beliefs with cogent examples and suggestions of how data collection can be improved.
The sad thing, from our point of view, is that most of the early orders for this book are coming from Hispanic managers. The good thing is that the book should help these ethnic managers "sell" their point of view within the companies they work for. But wouldn't it be great if non-Hispanic white managers took the initiative to learn more about this important growing market and how to appeal to it to grow their businesses in the United States?
The book's author, M. Isabel Valdes, is a strong proponent of high quality market research as well as taking an in-culture approach to marketing. She believes marketing in-culture is essential to winning "share of heart" among Hispanics. The contributions to the book of 19 strategic, data, and marketing research experts support her beliefs with cogent examples and suggestions of how data collection can be improved.
The sad thing, from our point of view, is that most of the early orders for this book are coming from Hispanic managers. The good thing is that the book should help these ethnic managers "sell" their point of view within the companies they work for. But wouldn't it be great if non-Hispanic white managers took the initiative to learn more about this important growing market and how to appeal to it to grow their businesses in the United States?
Friday, January 6, 2012
Our authors have much to teach us
On a very personal note: The multicultural titles we publish at Paramount Market Publishing are usually written by members of the segment they are writing about, whether they refer to themselves as Hispanic, Latino, Black, or African-American.
As a White editor, who grew up in a largely Caucasian environment, I find myself profoundly grateful for the insights these authors provide for us. This is especially important in the multicultural world that is now the United States.
Although some people are extraordinarily uncomfortable with the U.S. as a multicultural society, what we learn from our authors is that the values of other ethnic and racial groups are, for the most part, similar to our own. They believe in the importance of respecting each other and other cultures. They want their children to have a good education and find opportunities for advancement in our world.
They love their families and want the best for them. And, they want the media to respect their cultures and share good news about their groups as well as the disappointments.
And, they provide these insights in their books in an authentic, non-judgemental way. They don't whine and complain about the treatment they receive by some other members of our society, but they also don't shy away from topics such as racism that hold them back from their dreams and aspirations.
Coming up in the first quarter of this year, we have some exceptional books from two of our bestselling authors, M. Isabel Valdes and Pepper Miller. You won't want to miss them. And in the second quarter, we'll hear from two new (to us) authors, Teneshia Jackson-Warner and Jeff Burns Jr.
More about the subjects covered by those new authors later. But in the meantime, take advantage of what you can learn from all of our multicultural authors by going here.
As a White editor, who grew up in a largely Caucasian environment, I find myself profoundly grateful for the insights these authors provide for us. This is especially important in the multicultural world that is now the United States.
Although some people are extraordinarily uncomfortable with the U.S. as a multicultural society, what we learn from our authors is that the values of other ethnic and racial groups are, for the most part, similar to our own. They believe in the importance of respecting each other and other cultures. They want their children to have a good education and find opportunities for advancement in our world.
They love their families and want the best for them. And, they want the media to respect their cultures and share good news about their groups as well as the disappointments.
And, they provide these insights in their books in an authentic, non-judgemental way. They don't whine and complain about the treatment they receive by some other members of our society, but they also don't shy away from topics such as racism that hold them back from their dreams and aspirations.
Coming up in the first quarter of this year, we have some exceptional books from two of our bestselling authors, M. Isabel Valdes and Pepper Miller. You won't want to miss them. And in the second quarter, we'll hear from two new (to us) authors, Teneshia Jackson-Warner and Jeff Burns Jr.
More about the subjects covered by those new authors later. But in the meantime, take advantage of what you can learn from all of our multicultural authors by going here.
Wednesday, December 7, 2011
India doesn't want foreign retailers, but the Far East does
The New York Times reports today that India has withdrawn its measure to allow foreign retailers to partner with Indian companies and open new stores.
It's true that India should be an attractive market whose population is projected to outgrow China's by 2050, but it can be a difficult one. Businesses who want to enter the Indian market need to pay attention to a variety of issues including marketing, demographics, and workforce issues. India Business is a book that outlines many of the opportunities and pitfalls of doing business there.
If India does not welcome foreign retailers, other regions of the world do, including the Far East. Laurent Sausset's new book, Shopping Behavior in Asia, What Retailers Need to Know for Success in the Far East, is based on surveys of consumers from all the countries in the region and details what steps specific categories of retailers can take to assure their success.
It's true that India should be an attractive market whose population is projected to outgrow China's by 2050, but it can be a difficult one. Businesses who want to enter the Indian market need to pay attention to a variety of issues including marketing, demographics, and workforce issues. India Business is a book that outlines many of the opportunities and pitfalls of doing business there.
If India does not welcome foreign retailers, other regions of the world do, including the Far East. Laurent Sausset's new book, Shopping Behavior in Asia, What Retailers Need to Know for Success in the Far East, is based on surveys of consumers from all the countries in the region and details what steps specific categories of retailers can take to assure their success.
Tuesday, December 6, 2011
Experiences will be the winners for this holiday
Pam Danziger, author of Putting the Luxe Back in Luxury and president of Unity Marketing, is predicting that the affluent and aspirational will be reluctant to indulge in showy luxury items this holiday season. In part, she says, it is a response to the Occupy Wall Street movement, which has made it unpopular to indulge in conspicuous consumption.
Danziger predicts a continued emphasis on practical gifts such as technology and on experiences.
Danziger predicts a continued emphasis on practical gifts such as technology and on experiences.
Friday, December 2, 2011
A book that makes you think
In a review in a recent issue of Journal of Product and Brand Management (Vol. 20, Issue 6) , David Bishop, Department of Marketing at the University of Otago in New Zealand says reading Andrea Syverson's book, BrandAbout. A Seriously Playful Approach for Passionate Brand-Builders and Merchants is like "sitting next to and talking to a fellow passenger who is knowledgeable and easy to listen to."
Bishop calls one of the most important questions asked in the book, "When did we lose sight that first and foremost our customers are complicated human beings just like us?" Syverson "encourages readers to maybe dump things that no longer add value to a brand and "dream" what might be possible. "
After reviewing the book chapter by chapter, Bishop concludes. "This book is worth reading. It takes about as long to read as a flight from coast to coast in the USA. It will not give you answers, but it will encourage you to think about what might be possible. It might even encourage you not to rush from where you are to where you want to be but to stop off in places, take time out to think about things that you may only otherwise see for a few fleeting seconds from far up too high."
Bishop calls one of the most important questions asked in the book, "When did we lose sight that first and foremost our customers are complicated human beings just like us?" Syverson "encourages readers to maybe dump things that no longer add value to a brand and "dream" what might be possible. "
After reviewing the book chapter by chapter, Bishop concludes. "This book is worth reading. It takes about as long to read as a flight from coast to coast in the USA. It will not give you answers, but it will encourage you to think about what might be possible. It might even encourage you not to rush from where you are to where you want to be but to stop off in places, take time out to think about things that you may only otherwise see for a few fleeting seconds from far up too high."
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