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Audience Empowerment Audience Engagement Marketing Education Rehumanizing Consumerism

Food traceability: Keogh’s crisps (potato chips) actually means it.

Okay, I get it. Vacation posts are insufferable, but spare me just this one. Two weeks ago, my wife and I were in Galway, Ireland. Our timing was six hours off, so we got hungry at weird, inconvenient times. Enter the humble potato crisps (chips). The Keogh’s chips we’re really good, but lots of chips are tasty. What struck me was the label on the back. The bag had a feature they called “Spud Nav” that told me what field they came from (Malahide), what variety they were (Lady Claire), and who cooked them (Aneta). I went online and confirmed it. I could map them down to the field…it turns out the field is about 50km north of Dublin. We passed the farm as we took the train from Dublin to Belfast later that week. It seems to me that the ink jet label wouldn’t be that difficult, and if US-based food producers were really interested in food traceability, they could do it. Easily. Makes you wonder what they’re hiding, doesn’t it?

Photo credit: Lorne Campbell / Guzelian, Keogh’s

#marketing #foodtraceabilty #farmtofork













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Marketing Education Rehumanizing Consumerism

Marketing > Advertising

I see this confusion all the time. An article in today’s Minneapolis Star Tribune highlights a problem at the University of Minnesota: high school seniors are leaving Minnesota to go to college out of state. The U, obviously, would like to keep them here. They are “Tired of getting their pockets picked”. Their solution: create a “marketing communications” (aka advertising) plan to convince them to stay.

While promotional marketing could be *part* of the solution, it ignores three other critical aspects of the marketing mix, namely:

1. Does the University of Minnesota offer a compelling PRODUCT for Minnesota high school seniors, especially compared to other options outside of the state?
2. Is the University of Minnesota PRICED competitively compared to those alternatives?
3. CHANNEL marketing is trickier, but it applies here. High schools seniors (and their parents) are looking for clear job prospects post graduation. (Milwaukee School of Engineering, for example, makes this point brilliantly clear). Does the University of Minnesota have the channel relationships necessary to show students and parents that their significant investment won’t result in their child boomeranging back home?

Commenters on the article aren’t exactly using “marketing mix” language as I have here, but they are highlighting exactly those issues.

Sorry UofM, students have choices in a capitalist system. If they aren’t choosing you, that doesn’t mean their “cheating” you in some way.

#marketing #marketingmix













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Agile Learning Audience Engagement Marketing Education Rehumanizing Consumerism

Hop to it, marketing. Amazon Echo and its voice-activated kin will be in 40% of homes this year.

Voice marketing has the potential to humanize and contextualize the consumer relationship and brand experience in the same way radio did in 1900, television did in 1950 and the internet did in 2000. By 2020, more than one research firm estimates about 50% of all searches will be voice-activated. Marketers are on the front lines of this change – not just in advertising, but rethinking the user experience with their products, channels through which consumer buy them, and the prices they’re willing to pay. In many ways, voice is much more human than a screen and represents incredible potential that rip marketing free from the tyranny of “menus” and “page layouts”. But today, voice sort of sucks. We need to make it better. Our careers will depend on it.

Read more stories of Rehumanizing Marketing on my blog. While you’re there, sign up to be the first to know when the book is ready for purchase. Want to talk sooner than that? I am available for speaking engagements on this mission as well.

Photo credit: The Drum

#marketing #voicemarketing

The Drum wrote a nice summary…













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Audience Empowerment Audience Engagement Information Management Marketing Education Marketing Ethics Rehumanizing Consumerism

Is influencer marketing worth it?

Many high profile brands have been sucked into trouble regarding transparency in so-called Influencer Marketing. When it’s Kim K sponsoring an Instagram channel, it’s pretty easy to tell what’s what. But what about the lesser known “influencers”? How do you know when you’re being pitched a product by a seemingly independent source? A recent article in The Drum highlights the reality of the situation: while marketers recognize the risk to damaging trust, they’re also increasing their budgets next year. At least in the short term, CMOs feel it’s worth the risk. But I worry about that. Once people get wise to us, influencer marketing effectiveness will dry up and the relationship with our audiences will be a bit weaker.

Read more stories of Rehumanizing Marketing on my blog. While you’re there, sign up to be the first to know when the book is ready for purchase. Want to talk sooner than that? I am available for speaking engagements on this mission as well.

Photo credit: Unsplash

#marketing #influencermarketing

Check out more on The Drum.













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Audience Engagement Marketing Education Rehumanizing Consumerism Segmentation vs. Stereotyping

Should we be eating bugs instead of burgers?

Minneapolis local Andrew Zimmern is an advocate of eating all sorts of things (I’ve seen his shows), including things that are often not mentioned in polite society. (Google “Rocky Mountain Oysters” and see for yourself.) In the past, he’s offered a novel solution to problems with invasive species and insect infestations: eat them. In a world where meat production sustainability is questionable at best, his answer makes rational sense. I wonder, though, if that’s enough to overcome hundreds of years of cultural biases and tastes? But heck, we started eating avocado toast…I guess anything’s possible.

Read more stories of Rehumanizing Marketing on my blog. While you’re there, sign up to be the first to know when the book is ready for purchase. Want to talk sooner than that? I am available for speaking engagements on this mission as well.

Photo credit: CNN

#marketing #eatbugs #foodmarketing

CNN’s interesting article on algae. Better than bugs?













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Audience Empowerment Audience Engagement Marketing Education Marketing Ethics Rehumanizing Consumerism

Surprise alert: When drugs are marketed to doctors, they prescribe them.

Last week, CNN reported shocking news: over 80% of the doctors who filed Medicare claims for H.P. Acthar Gel (a seizure treatment drug) received money or other goodies from the manufacturer. [Insert shocked face here!] This is a classic channel marketing technique, a branch of marketing that gets far less attention than advertising and promotional marketing, but that remains a critical part of the marketing mix. It’s unlikely you’ve ever seen a television or magazine ad for Acthar, and your doctor might not have either. It’s niche. But they’ve had visits from reps offering speaking and consulting “contracts” to talk about the drug. How is the patient supposed to know if their doctor received gifts from a drug manufacturer? Or if the drug is really the best choice for them? Does the former matter if the latter is true? Does it feel icky?

Read more stories of Rehumanizing Marketing on my blog. While you’re there, sign up to be the first to know when the book is ready for purchase. Want to talk sooner than that? I am available for speaking engagements on this mission as well.

Photo credit: ProPublica

#marketing #drugmarketing

Read more on CNN.













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Audience Empowerment Information Management Marketing Education Marketing Ethics Rehumanizing Consumerism

Surge pricing restrictions go down to defeat in Hawaii

Are you tired of #pricing posts yet? Advertising might get all the attention, but pricing is where rubber meets the road in marketing. Speaking of rubber and roads, in Hawaii, Honolulu Mayor Kirk Caldwell vetoed a bill that would limit so-called “surge pricing” within city limits. The idea was that companies such as Uber and Lift would not be able to change customers more than a fixed range of rates during peak times. The mayor claimed that his team was “working on their own plan”, but it seems to me that restrictions of this type are maddeningly difficult to manage in practice and often lead to unintended consequences. But here’s the thing: it may be irrational (surge pricing is eminently rational), but people are pissed off. I don’t expect this to go away.

Read more stories of Rehumanizing Marketing on my blog. While you’re there, sign up to be the first to know when the book is ready for purchase. Want to talk sooner than that? I am available for speaking engagements on this mission as well.

Photo credit: Hawaii News Now

#marketing #surgepricing #uber

Read more on Pricing News.













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Audience Empowerment Marketing Education Marketing Ethics Rehumanizing Consumerism

Are we ready to get serious about marketing marijuana?

Last week, Canada announced it will soon be the second nation in the world to legalize recreational marijuana (the first was Uruguay). Nine US states and the District of Columbia also allow recreational marijuana in some form or another. While two countries and a handful of states doesn’t seem like a tidal wave, the momentum seems pretty clear. Say what you will about the moral, health or societal issues, if we don’t start to discuss the ethical issues surrounding the marketing of marijuana, the producers and distributors will do it for us. And if alcohol is any guide, I am not in a trusting mood. I think we need to get ahead of this.

Read more stories of Rehumanizing Marketing on my blog. While you’re there, sign up to be the first to know when the book is ready for purchase. Want to talk sooner than that? I am available for speaking engagements on this mission as well.

Photo credit: CNN

#marketing #marijuanamarketing

Read more on CNN.













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Information Management Marketing Education Marketing Ethics Rehumanizing Consumerism

Will lawyers need to publish prices in the UK?

Services are more difficult to buy than products. That’s obvious on its face – products are tangible; services are intangible. Usually, there are more options and customization involved. Yes, many services make their pricing and options transparent to the buyer, but many do not. Take legal services for example (the same could be said for healthcare, remodeling services, or ad agencies for that matter). In the UK, the Council for Licensed Conveyancers is considering regulatory changes that will force lawyers to publish their pricing, referral relationships, typical client profiles, and detailed qualifications on their website – providing openings for third-party websites to provide comparisons and reviews. The CLC says that the current practice of requiring lawyers to provide this information “only on request” hinders competition and hurts the consumer. The lawyers counter that review websites are easily manipulated and that the average person does not know how to make those choices. The CLC is right. The lawyers are right. But I suspect transparency is coming, and the lawyers had better be ready for it.

#marketing #legalmarketing #pricing #transparency

Read more…it’s interesting…

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Agile Learning Audience Engagement Marketing Education Rehumanizing Consumerism

A sports marketing question: What do you do when your team is losing?

Ugh. This is a tough one. I was on my local online paper last week (The Minneapolis StarTribune) when I saw a banner ad for the Minnesota Lynx, the state’s professional WBNA team. For *years*, this team made its competition look ridiculous. The ad basically writes itself: “Watch us DOMINATE. EVERY. SINGLE. GAME.” That is a gutsy ad, but it’s true.

Was true.

As I read the ad, the story below it bemoaned the team sliding to 3-6 on the season…decidedly *not* a dominant performance. Here’s the thing: all great teams go through slumps. That’s just the nature of elite sports. The Lynx are a group of professionals with the talent and coaching to turn the season around at any point. They’re simply awesome. But what happens when the marketing doesn’t quite match the reality…especially during a tough stretch? This isn’t unique to the Lynx, of course. I saw similar ads in Cleveland for the NBA championship. And then the Cavaliers were swept in the finals. Honestly, I don’t know the answer, but I recognize the challenge marketing something you can’t predict.

#marketing #sportsmarketing #minnesotalynx

Photo credit: Pioneer Press, Lynx Media Day

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