Advertisers will be held responsible for the company they keep. Act accordingly.

In case you missed it, on Monday, JP Morgan removed all its local TV ads and digital ads from both Megyn Kelly’s show and all NBC news programming, until after her interview with Alex Jones airs.  The company doesn’t want any of its ads to appear adjacent to any promotions for the interview.  (Vranica, 2017)

Smart move.

On Tuesday the CMO Council published results of a new study from Pollfish, of adults in the US, UK and Canada, which indicated that 48% of consumers will even abandon brands they love if their ads run alongside offensive online content.  37% say it will change the way they feel about a brand, 11% say they will discontinue using it.  And, 9% say they would become a vocal critic of the brand. (Sullivan, 2017)

So clearly the tide has turned.  And advertisers need to listen.  I'm an advocate of free speech, but I am not willing to financially support content I find offensive.  And the old line "we don't censor content" isn't cutting it anymore.  We all make choices.

Vranica, S. (2017, June 12)  J.P. Morgan Removes NBC News Ads Over Megyn Kelly Interview With Alex Jones.  wsj.com.  Retrieved June 16, 2017, from  https://www.wsj.com/articles/j-p-morgan-removes-nbc-news-ads-over-megyn-kelly-interview-with-alex-jones-1497311738

Sullivan, L. (2017, June 13) Brand Love Means Nothing When Ads Run Next To Offensive Content, CMO Council Says. mediapost.com.  Retrieved June 16, 2017, from https://www.mediapost.com/publications/article/302748/brand-love-means-nothing-when-ads-run-next-to-offe.html?edition=

No, I won't recommend you.

Buying things used to be so much simpler.  You went to a store, checked out a small selection of options, bought one, paid for it in cash and you were done.  Now it seems that with every purchase I make, or service I use, online or off,  I am expected to take a quiz too.

I get it.  Research says that reviews matter.  A recent article pointed out that obscure hotels were benefiting from the exposure that positive reviews can bring.  (McGinty, 2016)  But what's in it for me?

A chance at a prize?  Really?  Do you get paid in lottery tickets?  I sure don't.  Not to mention the fact that most of the products and services I buy are average.  Why would I take the time to fill out a review for an average product?

On occasion, when service warrants it I do want to provide feedback.  But I am only asked a single question - will you recommend us?  No.  Because I am not paid to do your marketing for you.  It's really as simple as that.

McGinty, J. (2016, November 18)  For Hotels, Online Reviews Really Matter to the Bottom Line.  wsj.com.  Retrieved June 10, 2017, from https://www.wsj.com/articles/for-hotels-online-reviews-really-matter-to-the-bottom-line-1479477602

Will turning their shoe department into DSW bring Millennials back to Macy's?

According to a 2016 study from iModerate, 82% of Millennials like to shop in stores.  (That's more than their Gen X counterparts (69%) and Boomers (65%); Gen Z too (80%)).  More here...

http://pjlehrer.blogspot.com/2016/04/how-passionate-are-you-about-shopping.html

The study goes on to say that Millennials like efficiency when they shop.  So when I read this week that Macy's experiment with a self-service shoe department was a success I wasn't surprised.  (Zumbach, 2017)  After all DSW has been doing it for years.  By July the approach will be expanded to all Macy's stores. 

 

But with both stores on the "grab your wallet" boycott list, I wonder if it will even matter.  I'm sure it's not a coincidence that both companies missed their profit expectations in the most recent quarter. (Kapner, 2017) (Kilgore, 2017)

Zumbach, L. (2017, May 23)  Self-service shoe departments coming to three Chicago-area Macy's stores.  Retrieved May 26, 2017, from

http://www.chicagotribune.com/business/ct-macys-self-service-shoes-0524-biz-20170523-story.html

Kapner, S. (2017, May 11)  Macy's says 'we're not dead' after earnings miss.  Retrieved May 26, 2017, from

http://www.marketwatch.com/story/macys-says-were-not-dead-after-earnings-miss-2017-05-11

Kilgore, T. (2017, May 23)  DSW misses profit expectations, but sales beat.  Retrieved May 26, 2017, from

http://www.marketwatch.com/story/dsw-misses-profit-expectations-but-sales-beat-2017-05-23

Sorry Mass Mutual, I don't think Millennials will respond to your new campaign. Assuming they were even your target.

Maybe it's just me.  But when I watch this new commercial from Mass Mutual I am confused.  According to the company, the insight that led to the campaign is that interdependence is our greatest gift.  And based on this they have chosen to try to persuade Millennials through their parents.  Or are they trying to persuade parents to buy more insurance to help their kids?  (Pasquarelli, 2017)

When I look at this ad, I think that unfortunately they are trying to do both, and as a result they are doing neither well.  Rule #1 in marketing - know who your target is. 

Take a look and see what you think...

https://www.youtube.com/watch?v=IF1dvq3Qu2Y

Over the past several years we have seen a couple of insurance companies trying to engage Millennials.  According to my students, Prudential, who uses "social proof," i.e. the need to belong, to persuade was the most successful.  And some appreciated the humor in the NY Life spot, which uses "liking" to connect with the target.  You can read their thoughts here...

http://pjlehrer.blogspot.com/2016/09/prudential-vs-new-york-life-which-will.html

But I can't help but wonder what they would make of Mass Mutual's effort.  In all likelihood, they won't even notice it.

Pasquarelli, A. & Stein, L. (2017, May 15)  Finances Are Family Affair in MassMutual Campaign.  adage.com.  retrieved May 19, 2017, from

http://adage.com/article/cmo-strategy/massmutual-pushes-multi-generational-dependence/309017/