5/19/11
Sun-Maid raisins began running a promotion earlier this month with a tie-in to Kung Fu Panda 2 which opens on May 26.
Consumers who scan the QR code on six-packs and 24 ounce canisters, can view trailers, learn more about the characters, download computer wallpaper and enter a sweepstakes with a trip for four to Zoo Atlanta as the grand prize, and stuffed pandas for runner-ups. (Lukovitz, 2011)
Given the success that Vidalia onions had with their Shrek tie-in, it seems like it’s worth a try.
But who exactly is the target for the effort? Given that the promotion is only open to those 18 and older, I guess it’s not kids. But do they really think adults care about the characters in a cartoon movie? I sure don’t. How about you?
Lukovitz, K. (2011, May 6). Sun-Maid Uses QR Codes For Movie Tie-In. mediapost.com. Retrieved May 18, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=150022&nid=126543
Thursday, May 19, 2011
Thursday, May 12, 2011
How about that? It appears that you can sell Truvia using an emotional approach.
5/12/11
Back in October 2010, Cargill announced that they were going to use an emotional approach to sell Truvia after having only limited success with a rational pitch.
Here’s the link to the blog and discussion we had about the idea: http://pjlehrer.blogspot.com/2010/10/will-emotional-approach-work-for-truvia.html#comments
Most of us felt that it was worth a try and might be successful. We also discussed the fact that the jingle while a tad annoying was also quite memorable.
Now comes word that Truvia’s market share has increased from 8.2% in October to 12.8% in March, and it is now the #2 brand behind Splenda. (Lukovitz, 2011)
So, I guess that proves that an emotional approach can sell any product – even an artificial sweetener. How interesting!
Lukovitz, K. (2011, May 3) Cargill’s Truvia Now #2 Sugar Substitute. mediapost.com. Retrieved May 12, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=149786&nid=126390
Back in October 2010, Cargill announced that they were going to use an emotional approach to sell Truvia after having only limited success with a rational pitch.
Here’s the link to the blog and discussion we had about the idea: http://pjlehrer.blogspot.com/2010/10/will-emotional-approach-work-for-truvia.html#comments
Most of us felt that it was worth a try and might be successful. We also discussed the fact that the jingle while a tad annoying was also quite memorable.
Now comes word that Truvia’s market share has increased from 8.2% in October to 12.8% in March, and it is now the #2 brand behind Splenda. (Lukovitz, 2011)
So, I guess that proves that an emotional approach can sell any product – even an artificial sweetener. How interesting!
Lukovitz, K. (2011, May 3) Cargill’s Truvia Now #2 Sugar Substitute. mediapost.com. Retrieved May 12, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=149786&nid=126390
Thursday, May 5, 2011
Should ABC axe Brian Frons and keep One Life to Live?
5/5/11
On April 14th, ABC announced that after 40 and 43 years respectively they were canceling All My Children and One Life to Live due to declining ratings. According to the story Brian Frons (or was it really Anne Sweeney? ) decided that replacing the venerable shows with another talk show and cooking show makes financial sense. But does it really? (Wiser, 2011)
As a late end Baby Boomer, I have watched both shows since college. For me they are appointment viewing. By that I mean that I tape them and watch them at night when I come home from work. (Are you listening local ABC affiliate who insists on interrupting them for so called “breaking news?”)
I have zero interest in another copycat talk show and if I want to watch a cooking show I will watch either the Food Network or the Cooking Channel. In short I have no intention of watching ABC’s replacement shows. (Although I may check out CBS’s soaps; especially if they keep hiring my favorite actors from ABC.)
So the real question is, will ratings for the new shows drop by over 40% and negate the production savings that Brian was salivating over? Since female Baby Boomers appear to represent over 50% of the current audience, it is entirely possible.
We’ve been told that the new shows “tested well”, but I smell a New Coke fiasco in the making. Did they test the shows against Baby Boomers who currently watch AMC and OLTL? And was it made clear that these shows would replace their old favorites? Why do I think that they did neither? Oh, it must be because of their foolish assumption that an 18-49 viewer is worth more than a 50+ viewer.
Clearly neither Frons nor Sweeney has been reading the abundance of press about the fact that Baby Boomers are still an economic force to be reckoned with. Here are a few articles they may want to check out while they remember that there is a reason why parental health care benefits are being extended to cover children up to age 26!
(2011, March 7) The 6.2 Million Consumers Working Past Retirement Age Have Big Investment Portfolios, Represent Opportunity for Financial Marketers. Scarborough Research. Retrieved May 2, 2011, from
http://www.scarborough.com/press_releases/Retire%20for%20Hire%20FINAL%203.7.11.pdf
Bulik, B. (2010, October 11). Boomers – Yes, Boomers – Spend the Most on Tech. adage.com. Retrieved October 11, 2010, from
http://adage.com/article/digital/consumer-electronics-baby-boomers-spend-tech/146391/
Leydon, T. (2010, July 30) Why your travel and leisure marketing should target Baby Boomers and not Gen X or Y. 5to9branding.com. Retrieved May 2, 2011, from
http://5to9branding.com/2010/07/30/more-evidence-that-your-leisure-marketing-should-target-big-spending-baby-boomers/
Unfortunately, as much as I adore Susan Lucci and Michael Knight, I have found AMC to be unwatchable since its move to California, so I can’t advocate for its continuance. (But if you want to give those two a talk show, I wouldn’t miss it.)
OLTL on the other hand has been on a roll lately. So here is my suggestion. TNT, which has shown its high regard for Boomer women by bringing us The Closer should pick up OLTL and run it in late night so we can all watch it after work. They should reach out to advertisers and incorporate heavy product placements to ease concerns about DVR’s. And, they should air the shows (with placements and commercials) on the internet and mobile devices to maximize the size of the audience.
All in favor say aye!
Wiser, P. (2011, April 15). ‘All My Children,’ ‘One Life to Live’ cancelled by ABC. suntimes.com. Retrieved May 2, 2011, from
http://www.suntimes.com/entertainment/wiser/4836989-421/all-my-children-one-life-to-live-cancelled-by-abc.html
On April 14th, ABC announced that after 40 and 43 years respectively they were canceling All My Children and One Life to Live due to declining ratings. According to the story Brian Frons (or was it really Anne Sweeney? ) decided that replacing the venerable shows with another talk show and cooking show makes financial sense. But does it really? (Wiser, 2011)
As a late end Baby Boomer, I have watched both shows since college. For me they are appointment viewing. By that I mean that I tape them and watch them at night when I come home from work. (Are you listening local ABC affiliate who insists on interrupting them for so called “breaking news?”)
I have zero interest in another copycat talk show and if I want to watch a cooking show I will watch either the Food Network or the Cooking Channel. In short I have no intention of watching ABC’s replacement shows. (Although I may check out CBS’s soaps; especially if they keep hiring my favorite actors from ABC.)
So the real question is, will ratings for the new shows drop by over 40% and negate the production savings that Brian was salivating over? Since female Baby Boomers appear to represent over 50% of the current audience, it is entirely possible.
We’ve been told that the new shows “tested well”, but I smell a New Coke fiasco in the making. Did they test the shows against Baby Boomers who currently watch AMC and OLTL? And was it made clear that these shows would replace their old favorites? Why do I think that they did neither? Oh, it must be because of their foolish assumption that an 18-49 viewer is worth more than a 50+ viewer.
Clearly neither Frons nor Sweeney has been reading the abundance of press about the fact that Baby Boomers are still an economic force to be reckoned with. Here are a few articles they may want to check out while they remember that there is a reason why parental health care benefits are being extended to cover children up to age 26!
(2011, March 7) The 6.2 Million Consumers Working Past Retirement Age Have Big Investment Portfolios, Represent Opportunity for Financial Marketers. Scarborough Research. Retrieved May 2, 2011, from
http://www.scarborough.com/press_releases/Retire%20for%20Hire%20FINAL%203.7.11.pdf
Bulik, B. (2010, October 11). Boomers – Yes, Boomers – Spend the Most on Tech. adage.com. Retrieved October 11, 2010, from
http://adage.com/article/digital/consumer-electronics-baby-boomers-spend-tech/146391/
Leydon, T. (2010, July 30) Why your travel and leisure marketing should target Baby Boomers and not Gen X or Y. 5to9branding.com. Retrieved May 2, 2011, from
http://5to9branding.com/2010/07/30/more-evidence-that-your-leisure-marketing-should-target-big-spending-baby-boomers/
Unfortunately, as much as I adore Susan Lucci and Michael Knight, I have found AMC to be unwatchable since its move to California, so I can’t advocate for its continuance. (But if you want to give those two a talk show, I wouldn’t miss it.)
OLTL on the other hand has been on a roll lately. So here is my suggestion. TNT, which has shown its high regard for Boomer women by bringing us The Closer should pick up OLTL and run it in late night so we can all watch it after work. They should reach out to advertisers and incorporate heavy product placements to ease concerns about DVR’s. And, they should air the shows (with placements and commercials) on the internet and mobile devices to maximize the size of the audience.
All in favor say aye!
Wiser, P. (2011, April 15). ‘All My Children,’ ‘One Life to Live’ cancelled by ABC. suntimes.com. Retrieved May 2, 2011, from
http://www.suntimes.com/entertainment/wiser/4836989-421/all-my-children-one-life-to-live-cancelled-by-abc.html
Thursday, April 28, 2011
Wednesday, April 20, 2011
Is the marketing potential of social media being overhyped?
4/20/11
With over 500 million users, it’s hard for marketers not to see sales potential in Facebook. But is it delivering? According to a recent study by Forrester Research the average click-through rate on Facebook is a mere 1%, with a 2% conversion rate. That’s pretty anemic compared to e-mail marketing which has an 11% click-through rate and a 4% conversion rate. (Woo, 2011)
Facebook argues that the ability for people to like a brand and tell their friends that they do amounts to a giant word-of-mouth campaign. And, findings show that when a friend’s name is on the ad people are 60% more likely to remember it, and four times more likely to purchase.
Several months ago, I hypothesized that the latter might be Facebook’s sweet spot. But, we have yet to see any published results that support this. Until we do, one has to wonder whether advertisers should be paying a bit more attention to their e-mail marketing efforts instead of obsessing over unproven channels.
What do you think?
Woo, S. (2011, April 7) Facebook Won’t Become E-Commerce Force, Analyst Says. blogs.wsj.com Retrieved April 20, 2011, from
http://blogs.wsj.com/digits/2011/04/07/facebook-wont-become-e-commerce-force-analyst-says/
With over 500 million users, it’s hard for marketers not to see sales potential in Facebook. But is it delivering? According to a recent study by Forrester Research the average click-through rate on Facebook is a mere 1%, with a 2% conversion rate. That’s pretty anemic compared to e-mail marketing which has an 11% click-through rate and a 4% conversion rate. (Woo, 2011)
Facebook argues that the ability for people to like a brand and tell their friends that they do amounts to a giant word-of-mouth campaign. And, findings show that when a friend’s name is on the ad people are 60% more likely to remember it, and four times more likely to purchase.
Several months ago, I hypothesized that the latter might be Facebook’s sweet spot. But, we have yet to see any published results that support this. Until we do, one has to wonder whether advertisers should be paying a bit more attention to their e-mail marketing efforts instead of obsessing over unproven channels.
What do you think?
Woo, S. (2011, April 7) Facebook Won’t Become E-Commerce Force, Analyst Says. blogs.wsj.com Retrieved April 20, 2011, from
http://blogs.wsj.com/digits/2011/04/07/facebook-wont-become-e-commerce-force-analyst-says/
Wednesday, April 13, 2011
Will redefining rice as a main meal element increase sales for Uncle Ben’s?
4/13/11
Back in the early ‘80’s when I worked on Uncle Ben’s I had to convince the client that the competitive set for Uncle Ben’s rice was not just other rice, but rather the broader category of starch side dishes. It was a tough sell.
Now comes word that Uncle Ben’s is repositioning its products as the foundation for a healthy meal. The recently launched “Begin With Ben” campaign points out that rice offers variety and flavor, and combines well with vegetables and other healthy ingredients. (Lukovitz, 2011)
It’s an interesting approach; particularly since so many ethnic cuisines use rice in this manner. What do you think? Will the 53% of people who say they would make healthier meals if they just had the time be motivated to eat more rice?
Lukovitz, K. (2011, April 8) Uncle Ben’s Stresses Rice as Healthy Foundation. mediapost.com. Retrieved April 13, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=148287&nid=125597
Back in the early ‘80’s when I worked on Uncle Ben’s I had to convince the client that the competitive set for Uncle Ben’s rice was not just other rice, but rather the broader category of starch side dishes. It was a tough sell.
Now comes word that Uncle Ben’s is repositioning its products as the foundation for a healthy meal. The recently launched “Begin With Ben” campaign points out that rice offers variety and flavor, and combines well with vegetables and other healthy ingredients. (Lukovitz, 2011)
It’s an interesting approach; particularly since so many ethnic cuisines use rice in this manner. What do you think? Will the 53% of people who say they would make healthier meals if they just had the time be motivated to eat more rice?
Lukovitz, K. (2011, April 8) Uncle Ben’s Stresses Rice as Healthy Foundation. mediapost.com. Retrieved April 13, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=148287&nid=125597
Wednesday, April 6, 2011
Is Music a Universal Language?
4/6/11
AT&T’s newest Spanish language campaign features Grammy Award-winning singer Natalia Jimenez. The commercial highlights AT&T’s high-speed internet and public hotspots by showing people enjoying a performance of her new song delivered through these portals.
According to the strategic planners, the insight behind the effort is that one of the key passions of Latinos is music. And, advertising in Spanish creates an instant connection with the target. (Baar, 2011)
But where does that leave the rest of us? Will we all need to brush up on our Spanish to appreciate the spot?
Baar, A. (2011, April 5). AT&T Enlists Jimenez in Hispanic Campaign. mediapost.com. Retrieved April 6, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=148053&nid=125449
AT&T’s newest Spanish language campaign features Grammy Award-winning singer Natalia Jimenez. The commercial highlights AT&T’s high-speed internet and public hotspots by showing people enjoying a performance of her new song delivered through these portals.
According to the strategic planners, the insight behind the effort is that one of the key passions of Latinos is music. And, advertising in Spanish creates an instant connection with the target. (Baar, 2011)
But where does that leave the rest of us? Will we all need to brush up on our Spanish to appreciate the spot?
Baar, A. (2011, April 5). AT&T Enlists Jimenez in Hispanic Campaign. mediapost.com. Retrieved April 6, 2011, from
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=148053&nid=125449
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