Category Archives: Economy

Perfect Crop Has a Cherry on Top

Consumerism, Economy, , , , ,

Cherry Industry Sells its Sweetness

There is some good news for the cherry industry. Apparently, with just a little bit of tweaking in the industry’s marketing direction in the North American region, cherries could be quite the profiteers. Indeed, if you just take a look at what’s been going on in Tasmania with the fruit that makes ice-cream oh so much tastier, you’ll see just how popular it is, boasting a staggering $70m per annum, which is way higher than apples and other stone fruits put together! According to Fruit Growers Tasmania Lucy Gregg, the edge the Tasmanian cherry market has could also be due to the region’s climate and limited fruit fly. She added, “we would like further financial commitment to quarantine and biosecurity that’s very important because it can potentially threaten future investment because it is seen as one of our major advantages.”

Better Selling Techniques

This is why there has been a move to encourage cherry farmers to up their marketing techniques. For example, David Green, a cherry farmer from Canada, pointed out how he made some recent changes with the packaging of his fruit. He also put the orchard’s name on the label as he believes this is “what North American retailers and consumers want.”

By doing this, the cherry farm is able to “brand [their] product,” while putting their name out there. By doing this, the hope is that the buyer will “remember the brand” and keep coming back for the same one. In addition, this will encourage people to purchase goods locally as it makes things easier. At the end of the day, a lot of people really would prefer to buy locally. They like to connect their eating to their country so if you market a cherry that comes from where the person lives, there is a greater chance that they will connect to it, and then buy it. On the other hand, if it is not obvious from where the cherry hails, then the consumer won’t feel the tug of loyalty to purchase the same one again. That’s why Green’s point makes sense, that packaging the cherry with its location makes clever marketing sense.

Gaga Goes Gaga?

Consumerism, Economy, ,

Lady Gaga’s Marketing Means 

Lady Gaga is doing something different. Again. This time with regards to how she is marketing her songs. Instead of just selling them through the normal channels, Lady Gaga is offering music from her latest album through the online game FarmVille. As yet, only three singles have been released from the album.

So how exactly will it work? Well, to even get to hear the new song before the May 23 release date, fans of Lady Gaga will need to complete tasks that she sets, as created by Zynga. It is a great social networking campaign and to catch it you need to be online from May 17-19 and hook up to Gagaville, a neighboring Farmville farm.

It’s not a bad idea since as it is, on a monthly basis, approximately 46 million individuals are enjoying Farmville from all around the world.

Gaga’s Other Tricks 

In another way of getting herself out there, Lady Gaga’s face will be seen on a new card game from Loto-Quebec. Apparently this game isn’t so popular though amongst critics who attack it for encouraging those gamblers who already have a problem. But it’s big money. Indeed, in the 41 years Loto-Quebec has been in business, this marks it’s “highest royalty fee” at $300,000. Lotto Poker’s commercial was first aired on Tuesday, featuring the dance song. It’s Lady Gaga’s Poker Face song that features as background music for the commercial.

The aim from the company is to attract the younger generation, individuals in their 20s and 30s. But this has also received criticism for cajoling in the youngsters. It’s true that the underage fans will be banned from playing Lotto Poker but still, the young adults who are anyway somewhat vulnerable are being put in a tough spot.

2011 Mothers Get Spoiled

Consumerism, Economy,

Big Business of Mother’s Day

Yesterday was Mother’s Day in America. It’s meant to be the day when mothers are spoiled and it’s become a huge financial business. Indeed figures for last year reached a staggering $14bn in America. Most popular items were flowers and candy. It is expected that figures for yesterday are to be even higher.

These predictions can be made according to general consumer spending. This has to spell good news for the global economic recovery as surely we wouldn’t be spending so much money if we just didn’t have it. So let’s take a look at the predictions.

Mother’s Day Spending Stats

So let’s take a look at the statistics over the years as worked out by the National Retail Foundation. In 2007, the average spending was $139.14; a large drop was felt in 2009 when the figure was $123.89. This went up a little the following year but this year the prediction is the highest, at $140.73. And who will be getting these gifts? Mostly to moms (or stepmoms) coming in at 60 percent; smallest figure to a friend at 7 percent. The wife doesn’t do badly too, getting an average 39 percent of the gifts given.

What are we Getting?

So if there is all this money spent, what can the woman hope for on Mother’s Day? The most money spent was on a special outing (coming in at $26.73); the least on a book ($4.08). Other gifts in between included: jewelry, clothing, massage, housewares, flowers.

So if you feel you got a bit diddled yesterday and no-one made a fuss of you, perhaps it’s time you made a bit of a fuss yourself and ask your kids (or husband if your children are too little) for a nice gift or some time off.

Marketing Success? Work Hard and Be Nice

Consumerism, Economy, , , , ,

Ken Wayland Succeeds

President of Henrico County-based Free Agents Marketing Ken Wayland, has had a thing or two to smile about over the last 16 months. For a start, revenue increased 37.9 percent in 2010 from 2009. Second, there are now 43 people working there (double from last year). Third, an office was opened in Hampton Roads. This simply spells success for the company in no uncertain terms.
But even when a company is successful financially, it’s always an extra joy to be recognized for this publicly. And that’s exactly what has happened to Ken Wayland also. Today he was honored as the 2011 Henrico County Business Leader of the year by the Greater Richmond Chamber. You get this award for being both “solid in business practices as well as community involvement.”

Wayland Way Modest

On being interviewed it seemed that Wayland just wanted to keep the matter simple. He stated, “I believe in hard work. Everything else takes care of itself.” So clearly the marketing guru knows there’s no such thing as a free lunch in the world of business and sales. The man has definitely spent his time working his way up. He first arrived in NYC to work in WRVA-AM sales and then some years later he branched out with various of his partners to launch Free Agents of which he is now the proprietor.

Free Agents Marketing works for clients ranging from non-profit to retail, specializing in a whole slew of marketing areas. One of its largest (and first) clients, was Bon Secours Virginia that it secured in 2001 and the two companies “grew together,” according to Wayland.

But it was more than just the company’s marketing expertise that made it the success it is today. According to Retail Merchants Association’s president and CEO Nancy Thomas, it was all about Wayland. He was extremely positive and had a strong drive and work ethic and it has been those features that have led to the agency’s success. As she says, “Ken is a can-do and will-do business man. He understands the dynamics of hiring really good people who are loyal to each other, to Free Agents Marketing’s clients and to the business community as a whole.”

Wayland Still Modest

It seems that the guy is still extremely modest. He attributes much of his success to lessons learned from his parents who passed away within 48 days of each a couple of years back. “”They will always be my mentors and role models and I attribute all of my successes and blessings to their influence.”

Perhaps Wayland’s success can teach others wanting to do well in business an important lesson: work hard, be positive and always be nice to everyone with whom you come into contact. Well, it sure worked for Wayland.

Coca-Cola Celebrates 125 Years

Consumerism, Economy, , , , , ,

‘Cos Coke Is It

Coca-Cola just made a TV commercial to mark its 125th anniversary. It was so good that it earned itself the UTalkMarketing’s People’s Choice award for this week. Next Sunday will actually be the date that the successful beverage company will be celebrating 125 years in the business.
The new commercial was first aired on April 18. It is very cute, taking its fans on a journey back through time with vintage images from Coca-Cola’s past, along with a song with the infamous phrase, “I’d like to teach the world to sing in perfect harmony.”

Year-Round Global Celebrations for Coca-Cola

Of course, it won’t just be the commercial that will be marking this big anniversary for Coca-Cola. All those involved in the company will get to jump on the party bus too. There will be tons of events through which Coca-Cola will use to thank individuals who have helped it get where it is today. But it will be on May 8 (which was the Founders Day) that the company will be celebrating most since it was on that date in 1886 that the beverage was first on sale in Atlanta, GA.

As well as in America, Coca-Cola operates in 200 countries and there will be lots of celebrations as well as marketing campaigns. For example in the UK, there will be a new TV commercial, as well as “digital Retro Poster Maker and iconic graphics on-pack.” According to the company’s UK market activation director, Zoe Howorth, “Coca-Cola is a timeless icon that has been synonymous with happiness and is still as relevant today as it was when it first began in 1886. May 8th is a very special day as Coca-Cola, one of the world’s most favorite brands, is 125 years old and we want to take this chance to say thank you to our consumers, employees and partners for their continued loyalty.”

Cool Coca-Cola Commercial

The new commercial that has been so successful was made by Wieden and Kennedy. When poll participants were asked, “which of the adverts [featured below] made you want to buy the product or service advertised?” 24 percent said Coca-Cola.
The question remains however, with all of Coca-Cola’s success, does it really need to be spending all this money on more commercials? Maybe not. But there is always the good chance that success breeds success and you need to spend money to make more money so why not?

Walkers Walking Away With aWards

It’s not just Coca-Cola that’s doing well on the UTalkMarketing front. Walkers Extra Crunch got the People’s Choice award in its commercial featuring Lionel Richie and Gary Linekar. Rather than singing his award-winning hit “Say You, Say Me,” he alters the lyrics slightly to read, “Share You, Share Me,” in an attempt to get Mr. Linekar to share his crisps.

The commercial was produced by AMV BBDO with the assistance of OMD for media planning and buying. It came first in the weekly poll held together with OMD Snapshots, receiving 21 percent of the vote on which product/service advertised one would purchase.

So all in all, Coca-Cola and Walkers – two already successful giants – are doing well with their latest marketing initiatives. Not that they needed the help. But it’s nice when one is successful to keep getting more successful and that’s exactly what the snack companies seem to have done.