Tag Archives: Marketing

Loose-Lipped Consumers Bring Joy to Retailers

Consumerism, Lifestyle, , , ,
Consumers will share personal information for a better shopping experience

The results of a survey conducted by IBM on 28,000 people in 15 countries showed that people are much more willing to share personal information if they believe in return they will get a more personalized shopping experience.

People are willing to divulge more about themselves with their favorite merchants, from their food allergies to their home addresses. This survey’s conclusions were met with pleasure by the business world as companies are constantly looking for ways to target the perfect demographic of shoppers with their latest creations.

“They are willing to share information if there is perceived benefit,” said Jill Puleri, global retail leader of IBM’s  global business services. “It doesn’t have to be monetary benefit.”

There is still a certain hesitation from consumers all over the world about giving their personal financial information, like their incomes; but other private information is almost there for the asking.

One example is that about 75% of the people in the survey were ready to reveal details about how they use media such as television, like which TV shows that watch. A similar number had no problems telling what ethnic group they were members of.

A somewhat smaller group, 61% were comfortable sharing their names and addresses with retailers. For 59% of the people questioned it was not a problem to describe lifestyle-related information such as how many cars they own, if they live in a new home, or if they had just had a child.

“These are things that I think are pretty important to a retailer,” Puleri said, adding that the change in shopper behavior was phenomenal.
“We have always thought the consumer was pretty guarded with their information,” Puleri added.

Full Service International Marketing And Communications Company

Companies, Consumerism, , , , , , ,

Omnicom Group Inc. (OMC) supplies an amazing variety of advertising, marketing and corporate communications services around the world. Omnicom provides services in media advertising, public relations management, customer relationship management and specially communications. The company was founded in 1944 and has 65,000 employees working on 5 continents. Its profit was approximately 7 percent of revenues or $827 million in 2010.

What I like about this company is that its a specialist company. It has taken the areas of marketing and communications and has developed as many of those areas as possible. The fact that it performs marketing work in many countries and cultures around the world testifies to its flexibility and creativity.

The company’s stock is selling at $41.15 which is below its 200 day moving average of $44.41 but above its 50 day moving average of $39.01. Omnicom stock dropped in August from $48 to $36 with the market and is now on its way back up.

Some of Omnicom’s up and coming managers are: Janet Riccio; Bruce Redditt and Asit Mehra.

As with all investment decisions, the stock should be investigated thoroughly before purchase.

Japan Rethinks Marketing Models

Consumerism, Economy, , , ,

Japan Business Post-Disaster

Since Japan’s disaster a few months ago, while the main aim is for the country to recover as painlessly as possible, on the sidelines it seems there has been a lot of rethinking taking place vis-à-vis marketing directions. It seems like – perhaps in the aftermath and because of the tsunami – people’s perceptions (and thus desires) are changing and so marketing techniques need to adapt to this. In a study entitled ‘Fukkatsu: Japan Rebuilds,’ by the end of last month, 77 percent of Japanese claimed they were “actively seeking out brands they believe are helping recovery of the country and personal stability.” In addition, the study showed how the Japanese are becoming more eco-conscious following the disaster with 75 percent using less electricity; 72 percent making greater attempts at water conservation and 68 percent in general seeking out “greener alternatives to everyday consumption.”

Bigger Japanese Picture

There is generally more contemplation going on it seems. Individuals and the private sector are taking more responsibility for the country’s recovery, as opposed to just relying on a “government that is increasingly seen as not showing leadership.” 93 percent of respondents said that they “just want a more stable life” so it seems that is the motivating factor. There are more bikers now as people become concerned about shortages in gas and price escalations with potential power shortages.

Better Booming Business

On the other hand there has been some good news for businesses following the disaster. Since the Japanese are a big nation of train commuters, businesses are now honing in on this and using the platform for a way to go shopping. Until recently, there were just some eateries around, but it now appears that “post-earthquake, we have seen that all shopping trips are shorter and more directed, and these ‘railway malls’ make that so much easier.”

Brick and Virtual Shopping

This has led to increase in brick and virtual shopping as a way of comparing prices due also to the increased use of mobile phones as shopping aids. The Japanese are also engaging now more in “embarrassment shopping” which is when you check out products to determine their social acceptability levels through mobile services and then decide whether or not to purchase them in the “brick.” Since early March, Japan has seen an increase of around 20 percent of online shopping.

Direct Consumer Involvement

It also seems from the article that in general the Japanese average man on the street wants to be more involved with 60 percent of respondents claiming they want “to be part of a shared process n product and service development.” They are also more aware of “corporate statements and are digging deeper into what goods and services offer.”

Frankie Goes to Wellywood?

Consumerism, , , , ,

Wellywood Criticized for Marketing Jaunt

The truth is, a marketing gimmick like that can really only be done once. And that time it was done right. One cannot possibly try to duplicate the famous – or even infamous – Hollywood sign. And that may just be one reason why there has been so much controversy surrounding the Wellywood sign. It has been said that it is “tacky, try-hard and unoriginal.” Rob Aitken, marketing lecturer at Otago University, however, claimed, “there’s always a risk of being tacky. There's a difference between a brand and others that are just a representation.” He believes the sign is “an example of a strong brand.”

In addition, there’s always the idea that even bad publicity is good publicity. Just because people are making fun of it, does not render it tacky. More likely, Aitken believes, the jokey side “says something about Wellington’s sense of humor.” Nonetheless, Hutt South MP Mr. Mallard criticized it for being “try-had and stupid.” The MP was shocked that it had gotten approval “after so much controversy.” Wellywood isn’t even the city’s real name; it is a nickname for Wellington, a city situated in New Zealand.

On the other hand, in some areas the sign has been welcomed. One “marketing expert is claiming giant signs and gimmicky icons can help a town's reputation.” According to Aitken, it serves a “functional purpose,” just like logos are meant to. If that’s the case, then what is the function? They “make people feel good about where they live, like they belong.” Rather than listen to conflicting opinions, check it out yourself and make your own decision.

Wellington Tourism and Marketing

According to Justin Watson, GM for Marketing at Tourism New Zealand, such an “identifiable landmark” as this, could actually be very helpful in the city’s marketing. He claimed that, “for many regions in New Zealand, innovative icons such as buildings, sculptures, signs and natural features help showcase what is unique about the town or city to international visitors.” There are many different marketing methods and these have to be analyzed and incorporated correctly if one wants to “attract people to particular regions.” Sometimes, it’s an “identifiable landmark” as part of a marketing technique, that can really do the trick.

Death of Marketing Giant Eddie Stobart

Consumerism, Economy, , , , , , , , , ,

Stobart’s Company Hit Jackpot

What was it about Eddie Stobart and his medium-sized haulage company that was so successful? At 56 years old, Eddie Stobart’s son (Edward Stobart) the man behind the Stobart Group (incorporating Stobart Rail, Stobart Ports, Stobart Air, Stobart Biomass, Stobart Ireland, Stobart Brand, etc.), passed away at University Hospital, Coventry, due to heart problems. But he sure did leave a huge legacy behind him. In fact, it has been said that Eddie Stobart was “a man responsible for one of the UK’s most idiosyncratic brands.” The father remains alive, in his eighties, but his son at 56, died suddenly.

What’s fascinating about the Stobart empire is that it was basically “offering the same product as its competitors” but totally sky-rocketed past any of them, becoming “a much-revered British institution.” Thus for companies looking for top marketing expertise and business success, the Stobart empire has to be the place from where to take lessons.

Stobart History

The Stobart haulage company basically began in the 1950s as an agricultural business, became a haulage company in 1976 (Eddie Stobart Ltd.). Around 20 years later “the brand was known throughout the land.” Big-known companies associated with Stobart include: Coca-Cola, Johnson & Johnson, Nestle, Proctor and Gamble and Tesco. It thus might not be such a big surprise that Stobart has around 25,000 members in its fan club.

Stobart Success

Whenever you were on any motorway journey throughout the whole of Europe, you would probably catch a glimpse of a Stobart truck; they really became household names of such. Today, the company is run by Eddie’s brother William Stobart who “continues the family involvement in his role as chief operating officer of the Stobart Group.” One of the things that made the company stand out perhaps was the fact that rather than the name truck drivers had accrued for themselves over the years of being somewhat sloppy and unkempt, the Stobart drivers were very smartly dressed. That for sure made them stand out.

Stobart Marketing Lessons?

So for those wanting to take their companies from average to something top notch by Stobart, one way to do this is by standing out from the rest. Do something different. Get yourself known for being the company that does it right; that does it better; that really takes pride in its work. That attitude sure did work for Stobart.